Making Better Decisions with Google Analytics

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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.
  • Making Better Decisions with Google Analytics

    1. 1. Making Better Decisions with Google Analytics Elliott Koppel Director, Paid Search and Analytics Virante @TheKoppel
    2. 2. Web Analytics The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    3. 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. 4. Too much information, where should I start?
    5. 5. Types of Goals
    6. 6. Destination – Specific Page Loads • E.g., Thank You Page • Registration, Lead or Purchase
    7. 7. Duration – Visit lasting a specific amount of time or longer • E.g., Visits lasting at least 5 minutes
    8. 8. Pages Per Visit – Visit including a specific number of pageviews • E.g., Visitor views at least 5 pages
    9. 9. Event • User interaction with content that can be tracked independently from a page load
    10. 10. Event - Examples • PDF Download • Video Play • Social Recommendation
    11. 11. How to Set Up?
    12. 12. How to Set Up?
    13. 13. How to Set Up?
    14. 14. Goal Value = Conversion Rate * Average Transaction Value
    15. 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. 16. How Does This Help?
    17. 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. 18. Page Value Which page in your site contributed more to your site's goals
    19. 19. Page Value Ecommerce Revenue + Total Goal Value Number of Unique Pageviews for Given Page
    20. 20. What else do we look for? • High Bounce Rates
    21. 21. What else do we look for? • High Exit Percentages
    22. 22. What else do we look for? • Low Average Time on Page
    23. 23. Segment for greater insight
    24. 24. Page Value can vary greatly across segments
    25. 25. Page Value can vary greatly across segments
    26. 26. Conversion rate also varies across segments
    27. 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. 28. Setting up Custom Advanced Segments
    29. 29. Other Analytics Tools. . .
    30. 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. 31. A/B Testing – 148% improvement 12.5% Conversion Rate 31.0% Conversion Rate
    32. 32. A/B Testing – 102% improvement .99% Conversion Rate 2.0% Conversion Rate
    33. 33. Heat Maps Gain a better understanding of the user experience to guide decisions on making improvements.
    34. 34. Heat Maps
    35. 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. 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

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