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Getting Actions from Analytics Getting Actions from Analytics Presentation Transcript

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