How to use advanced segments in Google Analytics to optimize your conversion rate

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BOOST YOUR BUISNESS
WITH GOOGLE
ANALYTICS ADVANCED
SEGMENTS

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Fiverr and the buyer behavior model
Implement in Google Analytics
Optimizing using GA advanced segments
Automation with GA API (and how to avoid advanced
segments sampled data)
Today’s Agenda

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World’s largest marketplace
for creative services.
THE WORLD’S LARGEST MARKETPLACE
FOR CREATIVE AND PROFFESIONAL
SERVICES.

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Buyers behavior model
FTB
Channels
Brand
SEO
SEM
Facebook
Viral
KPI’s
Usage
Registration
First Order
Revenue
LTV
Returning
Class
Regular
Silver
Gold
Diamond
Platinum
Campaigns
Triggered
Emails
Marketing
Emails
Retargeting
KPI’s
Revenue
AOV
Frequency

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Implementing Fiverr
revenue model in Google
Analytics

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Channels and KPI’s (metrics)

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Tag Channels with 5 UTM’s
Stands forUTM
Website originSource
Group websites originsMedium
Marketing activityCampaign
Differentiate adsContent
Search engineKeyword

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UTM’s best practice
CampaignMediumSource
LogoDisplayFacebook
LogoDisplayWalla
LogoDisplayFacebook
LogoSocialFacebook
LogoDisplayFacebook
illustrationDisplayFacebook

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Google Analytics KPI’s
USAGE
GOALS
ECOMMERCE

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Registration as Goal KPI’s

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If relevant add Funnel

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Now that we have
Channels and KPI’s
defined…
We can start optimizing

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Optimizing logo landing page
Noisy background
Logo position
Fuzzy title
Random Gigs
Hidden signup
Signup redirects to HP
Links to sub-categories

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Logo landing page
170% Increase in Registrations

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Analyzing technique
Always a/b tests
Optimize all KPI’s
Find correlation
Weighted KPI’s

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Why we choose Vintage ?

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3 Questions about logo
campaigns users
What Gigs they:
1. Browse
2. Search
3. Purchase first time

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Answer with Advanced
Segments
Isolate subset of your data
Easy to create, edit and share
Apply to past data
Caveats
Sampled data when < 500k sessions
Calculation at property level

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How to add segment

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Choose built in system segment

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Create custom segment

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Analyze segmented data

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3 Questions about logo
campaigns users
What Gigs they:
1. Browse
2. Search
3. Purchase first time

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Logo segment

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Gigs they browse

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Gigs they search

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In order to see first purchase
we need FTB condition

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Gigs they purchase

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Vintage Gigs in logo landing
page!

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Moving forward…
New landing page and
another interesting
question…

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Do we want users to click on the
Gigs?
Group
A
Group
B

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Creating new segment

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Clicking Gigs is less effective
Group
A
Group
B
Group A
Registration
FTB
Pages/Session
AVG Session
X6
X4
X1.4
X1.6

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A/B Test to verify
17% Increase in Registrations

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Logo summary
300+ a/b test
Registrations
Orders
Revenues
Google quality score increased significant
+275%
+100%
+82%

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Automation using Google
analytics API

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Google analytics spreadsheet
add-on
Data from multiple views
Compute custom calculations
Create visualizations
Schedule reports

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Create your first API request
Install the GA add-on
In menu click “Create report”
Select account information
Choose Metrics and Dimensions

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Add other configurations

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Running the API request

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Advanced segments and
Sampled data
Caveats
Sessions > 500K
Calculation at property level

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Task from the boss
Users and AOV from
USA
and
Purchase “logo design”
website traffic is 500K/month sessions.

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Add segment

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Creating custom segment

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Using GA reporting
500K sessions/month
12 Reports

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But… if we want to save time

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Duplicate it X12

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Hit the run button and sit back

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Data integrity
Define goals
Tag campaigns
Analyze with segments
Leverage API
Work hard!
Final thoughts

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Thank you