Analytics & Visual Optimiser

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Tim Leighton-Boyce at Screen Pages Client Event Sept 2012

Tim Leighton-Boyce at Screen Pages Client Event Sept 2012

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  • Key point: not how long I’ve been doing this, but that I used to work as a direct retailer. My experience is very hands on. I did what many of you do, day in and day out.Then in 1994 started working on the pioneering commercial sites for people like Virgin Records and Pepsi, learning how people interact with sites on line and working out how to make that better.
  • I work in lots of different ways.Some people retain me for years on end and I get involved in many aspects of the web site, doing a lot of analytics, voice of customer analysis, usability testing and so on. It’s my job to keep up to date with “all this stuff” and feed it in to my clients business.

Transcript

  • 1. How Can I Make my Site Better? Use data to find out what to fix
  • 2. Background• Started out in mail order: 1978 – Fascinated by trying to make experience “better”• Started analysing how people use web sites: 1994 – Fascinated by trying to make experience “better”• Now I combine the two• (and I used to take pictures of bikes and skateboards)
  • 3. Main ThemeMake the site “better” … what does “better” mean
  • 4. What has Wiggins got to with this?
  • 5. Coming up•Change things in minutes not months•What about mobile?•GA tips
  • 6. Change things in minutes …not months
  • 7. Use split tests to change the site• Easy• Quick• Cheap • Very quick
  • 8. What about Mobile? http://bit.ly/ScreenPagesMobile
  • 9. Mobile:Standard reports
  • 10. Mobile:Use segments e.g. Visitor flowUse segments
  • 11. Mobile:Custom dashboard Split tablets from phones http://bit.ly/GaMobileDashboard
  • 12. GA Tips: stop wasting time• Only look at what matters• If you can’t change it, don’t look• Let the data come to you
  • 13. Let the money come to youRevenuecomparison byday Scoreboard with % change Broken down by source
  • 14. 1 Configure a report
  • 15. 2. Schedule the email Make that Sunday
  • 16. GA Tips: look at stuff you can change
  • 17. GA Tips: find and fix Cart abandonment rate
  • 18. GA Tips: cart to start micro-funnelExample is forMagento with/onepage/checkout
  • 19. GA Tips: cart to start dashboard widget
  • 20. GA Tips: 404s = stuff you can changehttp://bit.ly/GA404alerts Magento: Use this filter first Then set up matching goal
  • 21. Final GA Tips Health Warnings:• Admin logins• ‘Raw’ unfilteredt profiles• Spare profiles• Track error messages
  • 22. What do I do?• Long term (typically years…) retainer-based • Ongoing research and best practice advice • Systematic Voice of Customer Survey Analysis and trending • Ad hoc usability testing, troubleshooting and error tracking • Regular Google Analytics analysis (checkouts, KPIs, errors)• Medium term (3 to 6 days) one-off projects • Full site audits and recommendations for improvement • GA custom tracking and configuration• Short term (1 to 2 days) one-off projects • GA health check and advice • GA specific project analysis • GA custom reporting, support and training
  • 23. I can help• GA check-up – Telephone discussion of business goals – Look at site and existing GA data• Deliver – Document • Summary of findings • Recommendations for profile settings (internal search, housekeeping filters & settings, brand search filters & segments) • Recommendations for engagement, conversion and error goals • Recommendations for checkout funnel reporting – Conference call to discuss
  • 24. Just ask…Follow me on Twitter: @timlb Linked In, Facebook etc: http://profiles.google.com/tim.lboyceLinks: Mobile dashboard: http://bit.ly/GaMobileDashboard Mobile report: http://bit.ly/ScreenPagesMobile 404 Error article: http://bit.ly/GA404alerts