How To Promote Your Online Visibility Using Web Analytics. How To Promote Your Online Visibility Using Web Analytics. Presentation Transcript
Guillermo Vilarroig Ceo and founder 3th February 2012 Overalia is certified partner: How To Promote Your Online Visibility Using Web Analytics.
3. The most important thing and the rule of thumb 5. Manage information through metrics and indicators 6. Work methodology 2. Keys to understand the basics 1. What is - and what is - not Web Analytics 7. Conclusions 4. There's more ... The Mushroom Theory
b. Understanding what has to be measured c. Types of measurement (qualitative and quantitative) d. Web Analytics definition a. Counters in 1996 1. What is - and what is not - Web Analytics
- what is not - web analytics Pantallazo de la herramienta webalizer A counter ! In 1997 counters were fashionable They counted visits... Fortunately they lasted very little time ... In 1994 was when the first log analyzer appeared. Free tools Analog, Awstats Webalizer are examples. Webtrends is the tool that leads the market.
b. Understanding what has to be measured Visitors = Possible Conversions Exits Exits No exits Conversions AMAT (acquisition, measurement, analysis and testing)
“ Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage”. The Official WAA Definition of Web Analytics d. Web Analytics definition
c. Types of measurement (qualitative and quantitative) Fuente: Dave McClure
c. Definition of visits, user, etc. pages viewed, etc. d. More code for further needs: event tracking and e-commerce e. Understanding the metrics and dimensions f. Conclusion: it all starts with the code 2. Keys to understand the basics 1. What is - and what is not - Web Analytics b. How data is collected and how Google Analytics works a. Types of data sources (logs and tags)
a. Types of data sources (logs and tags) User Page Server Log Analytics software Analytics software User Page Server Tag 1 2 3 2 3 1 2 3 3 4 LOGS TAGS
b. The importance of data collection
b. Google Analytics - how it works Scheme by Justin Cutroni ::
The importance of cookies in analytic systems based on tags
In Google Analytics, a pageview is counted every time a page on your website loads. So, for example, if someone comes to your site and views page A, then page B, then Page A again, and then leaves your site -- the total pageviews for the visit is 3. c. Definition of visits, user, etc. page viewed, etc . Source: Google
A visit -- or session -- is a period of interaction between a web browser and a website. Closing the browser or staying inactive for more than 30 minutes ends the visit. For example, let ’ s say that a visitor is browsing the Google Store, a site that uses Google Analytics. He gets to the second page, and then gets a phone call. He talks on the phone for 31 minutes, during which he does not click anywhere else on the site. After his call, he continues where he left off. Google Analytics will count this as a second visit, or a new session. Note that throughout these modules, the words “ visit ” and “ session ” may be used interchangeably. Source: Google
From last august, some rules has changed:
The visit will restarts when the source changes
At the end of the day
More than 30 min between pages
A visitor is uniquely identified by a Google Analytics visitor cookie which assigns a random visitor ID to the user, and combines it with the timestamp of the visitor ’ s first visit. The combination of the random visitor ID and the timestamp establish a Unique ID for that visitor. You ’ ll learn more about the visitor cookie in a subsequent module. Source: Google
Generally, the Visitors metric will be smaller than the Visits metric which in turn will be smaller than the Pageviews metric. For example, 1 visitor could visit a site 2 times and generate a total of 5 pageviews. Source: Google
d. More code for further needs: event tracking and e-commerce – Event tracking
d. More code for further needs: event tracking and e-commerce - Ecommerce example Parcel shipment search engine on line E-commerce
Metrics & Dimensions Dimensions are characteristics of your visitor or your site, determined before the visit began Visitor Visitor Characteristics (dimensions) Pages Actions (metrics) Page Characteristics (dimensions) Each page on your site has certain information that describe it, too As that visitor begins to act on pages, their actions are counted and calculated in ratios 1 2 3 Metrics are values calculated for that visit, and are always a count or a ratio
f. Conclusion: it all starts with the code
3. The most important thing and the rule of thumb a. Define very well your sales proposal and objectives b. Identify who are your potential customers 2. Keys to understand the basics 1. What is - and what is - not Web Analytics e.Conclusion: Do not stop the Music. Trial - error. c. Generate traffic by the various acquisition channels d. Segment and divide the information. It will be much easier
Define your sales proposal and objectives Identify your potential customers Generate traffic ( acquisition ) Segment and divide the information Don't stop the music
a. Define very well your sales proposal Do you have a plan?
Define very well your objectives There are three types of goals in Google Analytics. A URL Destination goal is a page that visitors see once they have completed an activity. For an account sign-up, this might be the “ Thank You for signing up ” page. For a purchase, this might be the receipt page. A URL Destination goal triggers a conversion when a visitor views the page you've specified. A Time on Site goal is a time threshold that you define. When a visitor spends more or less time on your site than the threshold you specify, a conversion is triggered. A Pages per Visit goal allows you to define a pages viewed threshold. When a visitor views more pages --or fewer pages --than the threshold you've set, a conversion is triggered.
Use redirections Form Confirmation Landing
I recommend the original post in Google Analytics offcial blog
Having decided on a measurable objective, it is advisable to establish indicators to facilitate monitoring of the target.
If the objective is, for example, increased contacts through the web site, we can generate as many indicators as we wish:
% conversion of contacts made
Cost per contact
Cost per contact per traffic source
% contacts per traffic sources
% contacts per users per geographical area
Effectiveness ratio per campaign
Contact objectives compliance for Q1
Indicators for objectives
b. Identify the profile of your users Understanding the acquisition and quality of the traffic * User behavior and quality vs traffic type User effectiveness that come from social networks Effectiveness from direct traffic and branding (via Seo) Effectiveness from paid traffic (agregated campaigns) Effectiveness from Adwords traffic Effectiveness traffic from off line campaigns This data is shown aggregated in a comparative chart
User segments with greater visits Recurring By type of profile (young, elderly, disabled ...) By Type of Content
* User behavior and quality vs traffic type The traffic quality is defined based on a number of technical parameters, such as the length and depth of the visit and the objectives achieved.
Define multiple tracking segments based on visitor, session or even webpage-level interactions in order to collect site usage data in ways important to your business.
Customized variables _setVar() Naming Architecture is necessary since they can overwrite each other 3 Scopes: Visitor, Session, and Page | 5 Slots per Page Slot Visitor Session Page 1 Member 2 Demographic 3 Logged In 4 Saw in-site ad 5 Page Category
Understanding what user wants to find on your site, and has not found
c . Generate traffic by the various acquisition channels Do you have a plan? Create a media plan and get in wrong, the sooner the better How are you going to attract traffic that converts to client ? Remember search engines, display, affiliates, e-mail Marketing…combine them all
Adwords integration with con Google Analytics Dimensions
Label all campaigns http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 http://www.xx.xx/index.php?utm_source=netaffiliation&utm_medium=afiliacion&utm_campaign=campaña1
Client: Sci Fi channel NBC Universal Studios Spain Objective: sign in to take part in a competition Result : 102% better Test with Google Website Optimizer
Elephants and mice; a cultural change Organizations are sometime too slow
d. Segment and divide the information. It will be much easier It is easier to work with segmented data. Campaigns, types of users, content, etc. .. CONVERSION RETENTION ACQUISITION
Very interesting to give access to part of the site
It allows us to access only the information we need
Filters segment data (eg, access only to the press room)
Filter the data according to your needs
Data collection begins once the filters are applied to the data.
There are predefined and custom filters
There is no turning back.
Recommendation: to have a profile with all data
Profiles and filters
Filters on profiles
Advanced filters for punctual analysis
Creating segments the easy way. An example
Customized reports Each user has his own custom reports and can put then in his personal panel or have them sent to his mail in certain formats on a scheduled basis.
e. Don ’ t stop the music trial and error CONVERSION RETENTION ACQUISITION
3. The most important thing and the rule of thumb a. From click stream to web 2.0 2. Keys to understand the basics 1. What is - and what is - not Web Analytics 4. There's more ... the Mushroom Theory b. Mushroom measurement c. Dashboards
The Mushroom Theory From one website to multiples websites
a. From click stream to web 2.0 Before it was just a matter of counting pages Fuente: Avinash
b. Mushroom measurement The complexity of analytics 2.0
b. Mushroom measurement The complexity of analytics 2.0 Fuente: Avinash
c. Dashboards A dashboard is a visual display of the most important information needed to achieve one or more objectives , consolidated and arranged on a single screen so the information can be monitored at a glance .
3. The most important thing and the rule of thumb a. Percentages, rates and averages. Bibliography 2. Keys to understand the basics 1. What is - and what is - not Web Analytics 4. There's more ... the mushroom theory 5. Manage information through metrics and indicators b. The importance of dashboards c. Conclusions
KPIs help to get insight in your business performance "What gets measured, gets managed ” . Key performance indicators are designed to summarize meaningfully compared data.
Differences between reports and KPIs Key performance indicators are always rates, ratios, averages or percentages; they are never raw numbers . Raw numbers are valuable to web analytics reporting to be sure, but because they don ’ t provide context, are less powerful than key performance indicators.
Indicators always show comparison over time .
The representation helps a lot: Green is good, red is bad, yellow is getting bad
Indicators trending up have up-arrows; indicators trending down have
Always show the percent change from reporting period to reporting period
Set thresholds and show warnings
Set targets for improvement and report against those targets
Some interesting web analytics averages:
Average Page Views per Visit
Average Cost per Visitor
Average cost per visit
Average cost per conversion
Average profit per user
Average profit per visitor
Average CTR for each payment campaign
Average internal searches per visit
The importance of establishing indicators for actions
Some percentages of interest for web analytics:
Percentage of new and returning users
Percentage of new and returning customers
Percentage of users segmented (by source of traffic, location, etc..)
Percentage of visits whith little, medium or long time on the site.
Percentage of visits with little, medium or many pages viewed on the site.
Percentage of visits with low, medium or high frequency.
Conversion rate of visitors (or customers) new and returning
Percentage of users who use search.
Percentage of search pages with null results.
The importance of establishing indicators for actions
Rates and ratios
Some rates of interest forvweb analytics:
Conversion rate for orders
Conversion rate of new registered users
Conversion rate of new and returning users
Conversion rate segmented (by source of traffic, location, etc..)
Rate of initiated shopping carts
Rate of completed shopping basket
Rate of data downloads
Rate of forms sent
The importance of establishing indicators for actions
Eric T. Peterson - The Big Book of Key Performance Indicators
My Idol Bibliography
3. The most important thing and the rule of thumb 2. Keys to understand the basics 1. What is - and what is - not Web Analytics 4. There's more ... the mushroom theory 5. Manage information through metrics and indicators 6. Work methodology Conclusions
Consulting Definition of objectives Global Analysis Report * Reply to business questionnaire and address specific questions
Decisions and tasks client / consultant
* Distribution of reports * Revision and quality control Tag pages * Support in the page tagging Set up the code * Customize the code
*Collect users data. Definition of indicators.
Training Sessions Training+ Support + Follow up
Translate the goals to the tool
Collection of information and objectives
Translate goals to a metric environment
Definition of label variables
Special specifications for some reports
document that sets out the reporting needs document containing the code configuration for all pages
IMPLEMENTATION POST - IMPLEMENTATION DEFINITION
Define business goals
Move to a metric environment
Design the technical solution
Customizing the code
Put the code in the pages
Check that the code works well
End user training
Experience and work with the tool
Make the most out of it
Improve, customized reports to improve results
I would like to comment on the most common mistakes,
based on our experience for the past 12 years:
Don ’ t label (all) campaigns or define objectives
Don ’ t work with redirects (funnels) ...
Non-optimized URLs and titles ... (or too much optimized ...)
Wrong structure and nomenclature of the directories ...
B read crumbs not be well implemented ...
consequences of working with domains and subdomains ...
Not labeled (onclic) PDF documents, office, zip ’ s ...
Label (event tracking) flash, ajax, videos…
Allow a "free" profile without applying filters
Don ’ t link GA account with Adwords
Don ’ t record broken links and error pages (client 4x and server 5x)
Don ’ t work with annotations
No segment information ... terrible!!
Don ’ t do content testing (if you want to improve) ...
3. The most important thing and the rule of thumb 2. Keys to understand the basics 1. What is - and what is - not Web Analytics
5. There's more ... the mushroom theory 4. Manage information through metrics and indicators 6. Work methodology 7. Conclusions