How to Start Using Analytics Without Feeling Overwhelmed

HOW TO START USING ANALYTICS WITHOUT FEELINGOVERWHELMED Lars Lofgren Marketing Analyst - June 2012 info@kissmetrics.com - Confidential - Do not distribute

@larslofgren #KISSwebinar

We’ll cover...1 What’s the point of analytics?2 A treasure map for dealing with data3 4 Google Analytics tactics you can use right now

How do you know what works? In business, we build as fast as we can. New projects, new products, and new customers.

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Measure

If you want to win, focus on speed The more times you go through the cycle, the better your business will be.

Analytics is critical for measuring and learning Analytics makes the Measure and Learn steps MUCH faster.

TIME FOR THETreasure Map

Guiding Principle #1 AVOID VANITY Metrics

These are vanity metrics

No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.

Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.

Vanity metrics are a distraction

Difficult to take action If pageviews go up, what should you do?

Be careful with web analytics Improving traffic doesn’t necessarily improve your business.

Google Analytics Tactic #1 1 Pageviews 2 Time on site 3 Pages/visit 4 Visits 5 Bounce rate

Guiding Principle #2 FOCUS ON Customers

How do we focus on our customers? Using customer analytics is the easiest way.

What if I don’t have customer analytics? Even when using web analytics, always focus on your customers.

How can we tell what’s working?

This tells us where our customers come from

Google Analytics Tactic #2 How to Setup Google Analytics Goals: blog.kissmetrics.com/critical-goal-types

Google Analytics Tactic #3

Always ask yourself this question: I see all this data on my traffic. But where are my customers?

Guiding Principle #3 DO CUSTOMERS COME Back?

Who gets credit? Google Analytics gives credit to the most recent traffic source.

Conversions get split up

Only possible when tracking real people We need to track where customers first come from and the total revenue we receive from them.

This data include returning customers

Stop guessing Always know how well your marketing is doing.

Guiding Principle #4 TRACK YOUR Funnel

Define your funnel What steps does someone take to become your customer?

Funnels track two metrics at each step 1 The number of people at each step 2 The percentage of people that move to the next step (conversion rate)

Google Analytics Tactic #4

How to setup Google Analytics Funnels blog.kissmetrics.com/critical-goal-types

Most businesses don’t have a single path

A customer analytics funnel

Focus on your business Instead of forcing your business to match a Google Analytics funnel, use customer analytics funnels to match your business.

Guiding Principle #5 START WITH YOUR Benchmarks

Your metrics will be different Every business is unique, establish your own benchmarks.

Compare yourself to yourself

5 Guiding Principles to Find Treasure 1 Avoid vanity metrics 2 Focus on customers 3 Find out if customers come back 4 Track your funnel 5 Establish benchmarks

4 Google Analytics Tactics 1 Avoid vanity metrics 2 Setup Google Analytics goals 3 Use those magic buttons for goal data 4 Build a funnel blog.kissmetrics.com/critical-goal-types

WHAT’S THENext Step?

Get customer analytics When you collect data on your customers, this is even easier.

Get reports on real people

Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”

Why is customer analytics so great? 1 Add accountability to your marketing 2 No vanity metrics 3 Build funnels to match your business 4 Know what your customers are using

Who offers customer analytics?

Other options? Pay an engineer $100,000+ in salary to build it for you.

Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren

How to Start Using Analytics Without Feeling Overwhelmed

by KISSmetrics on SlideShare on Jun 15, 2012

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