0
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Google Analytics Showdown
Using Visitor Flow Reports to Boost Conv...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
“We’ve found that visualization
is one ...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
This page drives
conversation on
Twitte...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
A lot of traffic, but
not a lot of Twit...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Traffic and Twitter
engagement move
in ...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Google Analytics has a tool that
facili...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Google Analytics Visitors Flow repo...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Interaction nodes cluster groups of
pag...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The areas between interactions show
vis...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Visitors Flow report can tell a sto...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Let’s take a look at the
advanced featu...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Visitor Flow reports can be segmented
@JLBraaten
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment based on landing pages ...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment for visits that convert...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment for visits that don’t
c...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
You can change the dimensions of
Visitor Flow repo...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
See how visitors flow through your
webs...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by operating system…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by browser…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by location
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Visitors Flow report is a
helpful s...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Landing Page
Form Error
The Visitors Fl...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Homepage
Info Page 1
Campaign performan...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Campaign 1 Homepage
Section Page
Sub-Se...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Visitors Flow to go from big
data t...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Homepage
Info Page 1
Let’s look at that...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Take a look at the most
detailed quanti...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Google Consumer
Surveys to ask pote...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Usertesting.com is great for
understand...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Qualaroo to allow
users to rate a p...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Bring together
quantitative and
qualita...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
Winner
Control
Are y...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
Winner
Control Chall...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
23% lift with 96% co...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
You don’t have to be
a data scientist o...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Instead, crack open your Visitors Flow
...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Josh Braaten - @JLBraaten
Associate Dir...
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Using Google Analytics Visitors Flow Reports to Boost Conversion Rates

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Using Google Analytics Visitors Flow Reports to Boost Conversion Rates was originally presented on 9/11/13 at SES San Francisco.

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Transcript of "Using Google Analytics Visitors Flow Reports to Boost Conversion Rates"

  1. 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Google Analytics Showdown Using Visitor Flow Reports to Boost Conversion Rates Josh Braaten Collegis Education Associate Director of Inbound Marketing
  2. 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten
  3. 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten “We’ve found that visualization is one of the most important guideposts in this search for knowledge, essential to understanding where we should look and what we should look for in our statistical analysis.” - Sinan Aral and Nikolaos Hanselmann New York Times R&D Lab
  4. 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten This page drives conversation on Twitter but a low volume on traffic, which indicates people are sharing, but aren’t reading the New York Times article.
  5. 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten A lot of traffic, but not a lot of Twitter conversation indicates traffic to the New York Times articles through links from other online sources instead of social media.
  6. 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Traffic and Twitter engagement move in tandem with each other on this article. Traffic peaks are largest when three influencers and their followers engage with New York Times article.
  7. 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Google Analytics has a tool that facilitates visual exploration called the Visitors Flow report
  8. 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Google Analytics Visitors Flow report shows how visitors engage with your site
  9. 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Interaction nodes cluster groups of pages based on intelligence algorithm
  10. 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The areas between interactions show visitor flow and website departure
  11. 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Visitors Flow report can tell a story about pages and entire websites
  12. 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Let’s take a look at the advanced features of the Visitors Flow report
  13. 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle Visitor Flow reports can be segmented @JLBraaten
  14. 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment based on landing pages or channels to observe visitor engagement
  15. 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment for visits that convert to understand the effective paths Create segment: rasmussen.co/goal-completions
  16. 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment for visits that don’t convert to look for experience gaps
  17. 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle You can change the dimensions of Visitor Flow reports @JLBraaten
  18. 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten See how visitors flow through your website based on specific channels…
  19. 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by operating system…
  20. 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by browser…
  21. 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by location
  22. 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Visitors Flow report is a helpful starting point when examining a website for CRO testing opportunities
  23. 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Landing Page Form Error The Visitors Flow report can reveal obvious issues at a glance
  24. 24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Homepage Info Page 1 Campaign performance is clearer
  25. 25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Campaign 1 Homepage Section Page Sub-Section Page Sub-Section Page Sub-Section Page All Others Section Page Info Page 1 Sub-Section Page Sub-Section Page Homepage All Others Section Page Homepage Sub-Section Page Sub-Section Page Info Page 1 All Others Section Page Info Page 2 Homepage Info Page 1 Sub-Section Page All Others Visitors Flow can also be used to visualize complex user behaviors
  26. 26. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Visitors Flow to go from big data to big insights to big conversion rate optimization testing wins
  27. 27. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Homepage Info Page 1 Let’s look at that homepage again
  28. 28. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Take a look at the most detailed quantitative Google Analytics reports for KPI performance of the page in question.
  29. 29. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Google Consumer Surveys to ask potential customers how they feel about key issues/features.
  30. 30. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Usertesting.com is great for understanding how people perform tasks. Test broad tasks to help determine how to organize, narrow to help position.
  31. 31. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Qualaroo to allow users to rate a page and tell you what’s missing.
  32. 32. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Bring together quantitative and qualitative data to form hypotheses. Design and build a test with what you know.
  33. 33. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger Winner Control Are you accredited? What programs are online? Are you in Wisconsin? “I look for programs first, then locations.” “I don’t get all the movement.” Most degree-seekers care about outcomes “That person looks ‘X-Files green.’”
  34. 34. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger Winner Control Challenger Build a challenger that embodies design responses to questions posed by your thorough analyses
  35. 35. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger 23% lift with 96% confidence
  36. 36. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten You don’t have to be a data scientist on the New York Times Research & Development team to score big data wins
  37. 37. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Instead, crack open your Visitors Flow report in your Google Analytics account
  38. 38. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Josh Braaten - @JLBraaten Associate Director of Inbound Marketing Collegis Education Thank you!
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