Making Better Decisions with Google Analytics
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Making Better Decisions with Google Analytics

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Presented at SearchExchange Charlotte 2013.

Presented at SearchExchange Charlotte 2013.

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  • http://www.colbertnation.com/the-colbert-report-videos/408981/february-22-2012/the-word---surrender-to-a-buyer-powerhttp://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all
  • http://www.colbertnation.com/the-colbert-report-videos/408981/february-22-2012/the-word---surrender-to-a-buyer-powerhttp://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all
  • http://www.colbertnation.com/the-colbert-report-videos/408981/february-22-2012/the-word---surrender-to-a-buyer-powerhttp://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all
  • After setup - Custom advanced segments are very valuable for split testing.

Transcript

  • 1. Making Better Decisions with Google Analytics Elliott Koppel Director, Paid Search and Analytics Virante @TheKoppel
  • 2. Web Analytics The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
  • 3. Web Analytics 2.0 (Avinash Kaushik) 1.the analysis of qualitative and quantitative data from your website and the competition, 2.to drive a continual improvement of the online experience that your customers, and potential customers have, 3.which translates into your desired outcomes (online and offline).
  • 4. Too much information, where should I start?
  • 5. Types of Goals
  • 6. Destination – Specific Page Loads • E.g., Thank You Page • Registration, Lead or Purchase
  • 7. Duration – Visit lasting a specific amount of time or longer • E.g., Visits lasting at least 5 minutes
  • 8. Pages Per Visit – Visit including a specific number of pageviews • E.g., Visitor views at least 5 pages
  • 9. Event • User interaction with content that can be tracked independently from a page load
  • 10. Event - Examples • PDF Download • Video Play • Social Recommendation
  • 11. How to Set Up?
  • 12. How to Set Up?
  • 13. How to Set Up?
  • 14. Goal Value = Conversion Rate * Average Transaction Value
  • 15. Goal Value 1,000 visitors 100 complete lead form 20 convert into purchases ($2,000) Average value = $100 Goal Value = (20/100) * $100 = $20.00 Conversion Rate * Average Value
  • 16. How Does This Help?
  • 17. Page Value The average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both).
  • 18. Page Value Which page in your site contributed more to your site's goals
  • 19. Page Value Ecommerce Revenue + Total Goal Value Number of Unique Pageviews for Given Page
  • 20. What else do we look for? • High Bounce Rates
  • 21. What else do we look for? • High Exit Percentages
  • 22. What else do we look for? • Low Average Time on Page
  • 23. Segment for greater insight
  • 24. Page Value can vary greatly across segments
  • 25. Page Value can vary greatly across segments
  • 26. Conversion rate also varies across segments
  • 27. Custom Advanced Segments • Visits with a Purchase • Mobile device is iPhone • Referral visits from Reddit • Visits from North Carolina • Visits after 5:00pm • Organic Branded Keywords
  • 28. Setting up Custom Advanced Segments
  • 29. Other Analytics Tools. . .
  • 30. A/B Testing Comparing one version of a web page against another identical page, except for one variation, to determine which has a greater conversion rate.
  • 31. A/B Testing – 148% improvement 12.5% Conversion Rate 31.0% Conversion Rate
  • 32. A/B Testing – 102% improvement .99% Conversion Rate 2.0% Conversion Rate
  • 33. Heat Maps Gain a better understanding of the user experience to guide decisions on making improvements.
  • 34. Heat Maps
  • 35. Checklist for Analytics Ensure Google Analytics is set up properly and is installed throughout your site. Track everything! Set up goals with values (or Ecommerce tracking) Segment, segment, segment A/B testing to improve conversion rates Heat Maps to understand the user experience
  • 36. Common Problems with Setup Bounce rate too good to be true (around 10%) Likely fix: Make sure there is only one instance of Google Analytics on each page See your own website listed as a referral site Likely fix: One or more of you pages doesn’t have the correct tracking code installed “(not set)” showing up as keyword in search reports Likely fix: Make sure that you have auto tagging enabled in your AdWords settings Large spikes in Direct traffic Likely fix: Make sure that you are tagging email links with campaign parameters Content Report showing unique URLs for content that is not unique Likely fix: Exclude URL query parameters under the Profile Settings