Analytics 2.0 - Paddy Moogan

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

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Analytics 2.0 - Paddy Moogan Presentation Transcript