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Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
Getting Actions from Analytics
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Getting Actions from Analytics

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  • 1. Getting Actions from Analytics<br />SAScon<br />20th May 2011<br />Paddy Moogan, SEO Consultant<br />
  • 2. You can download slides and notes at the end<br />
  • 3. What key metrics should you be tracking?<br />
  • 4. Metrics that are actionable<br />Why measure stuff you can’t do anything about?<br />
  • 5. Metrics that help you get shit done<br />Fighting internal battles with solid data is vital<br />
  • 6. Everything else...<br />Meh!<br />
  • 7. Metrics that are actionable<br />
  • 8. Ecommerce Websites<br />Report the Customer Voice<br />
  • 9. % Visitors who view product pages<br />
  • 10. % Visitors who view product pages<br />Action:<br /><ul><li>Improve internal navigation
  • 11. Improve internal site search
  • 12. Add featured products widgets</li></li></ul><li>Average Order Value<br />
  • 13. Average Order Value<br />Action:<br /><ul><li>Add upsells along the way
  • 14. Look what keywords get higher AOV
  • 15. Look what traffic sources get higher AOV</li></li></ul><li>% People who search then exit<br />
  • 16. % People who search then exit<br />Action:<br /><ul><li>Test it – does it work? What do you see
  • 17. Make sure results are clear
  • 18. Enhance results with images
  • 19. Include discounts / deals in results</li></ul>More info:http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264<br />
  • 20. Non-Ecommerce Sites<br />More info:http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&amp;answer=77162<br />
  • 21. Page Load Speed<br />More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html<br />
  • 22. Page Load Speed<br />Action:<br /><ul><li>Bug your developers!
  • 23. At worst, you’ll make visitors happier</li></ul>More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/<br />
  • 24. Measure SEO Variables<br />Custom Variables FTW <br /><ul><li>Record rel=canonical
  • 25. Is a page linked to sitewide? Effect?
  • 26. “Tag” types of pages, see how they perform</li></li></ul><li>Measure SEO Variables<br />Action <br /><ul><li>Use them to measure SEO changes and what effect it has on traffic</li></li></ul><li>Measure People Copying Text<br />Anything Javascript can fire an event<br /><ul><li>Measure highlighting text</li></ul>Action<br /><ul><li>Make them internal links</li></li></ul><li>Beat Panda – Measure Content<br />More info: http://www.youtube.com/watch?v=UmQTfqmoSyk<br />
  • 27. Task Completion<br />http://www.4qsurvey.com/<br />
  • 28. Share of Search Landscape<br />SEOmoz appear for 37% of Keywords<br />
  • 29. Share of Search Landscape<br />Action:<br /><ul><li>Download this tool:</li></ul>http://dis.tl/sascon<br />
  • 30. Form Field Tracking<br />
  • 31. Form Field Tracking<br />Action:<br /><ul><li>Find which fields confuse people
  • 32. Improve or remove them
  • 33. Track as events in Google Analytics</li></ul>http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&amp;hl=en<br />
  • 34. Branded v Non-Branded Traffic<br />Awesome for justifying SEO spend<br />
  • 35. Conversion Rate<br />Don’t just look at this<br />
  • 36. Conversion Rate<br />Action:<br /><ul><li>Segment by relevant dimensions
  • 37. Which dimensions convert best?
  • 38. Invest in these dimensions</li></li></ul><li>Help You <br />Get Shit Done<br />
  • 39. Fighting Internal Battles<br />
  • 40. Client site migration led to losing lots of content<br />
  • 41. Client didn’t understand value of the content<br />
  • 42.
  • 43. Billions of pages crawlable by Google<br />
  • 44. Developers didn’t like SEO tasks<br />
  • 45. Showed them this<br />Plus Revenue<br />
  • 46. Summary<br /><ul><li>Focus on the actionable metrics
  • 47. Focus on metrics that help you get shit done</li></ul>Action<br /><ul><li>Focus on what influences those metrics</li></li></ul><li> Thank you! <br />Notes – http://dis.tl/sascon-notes<br />@paddymoogan<br />Paddy.moogan@distilled.co.uk <br />

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