Analytics 2.0 - Paddy Moogan
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Analytics 2.0 - Paddy Moogan Presentation Transcript

  • 1. Getting Actions from Analytics
    SAScon
    20th May 2011
    Paddy Moogan, SEO Consultant
  • 2. You can download slides and notes at the end
  • 3. What key metrics should you be tracking?
  • 4. Metrics that are actionable
    Why measure stuff you can’t do anything about?
  • 5. Metrics that help you get shit done
    Fighting internal battles with solid data is vital
  • 6. Everything else...
    Meh!
  • 7. Metrics that are actionable
  • 8. Ecommerce Websites
    Report the Customer Voice
  • 9. % Visitors who view product pages
  • 10. % Visitors who view product pages
    Action:
    • Improve internal navigation
    • 11. Improve internal site search
    • 12. Add featured products widgets
  • Average Order Value
  • 13. Average Order Value
    Action:
    • Add upsells along the way
    • 14. Look what keywords get higher AOV
    • 15. Look what traffic sources get higher AOV
  • % People who search then exit
  • 16. % People who search then exit
    Action:
    • 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
    More info:http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264
  • 20. Non-Ecommerce Sites
    More info:http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162
  • 21. Page Load Speed
    More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html
  • 22. Page Load Speed
    Action:
    • Bug your developers!
    • 23. 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/
  • 24. Measure SEO Variables
    Custom Variables FTW 
    • Record rel=canonical
    • 25. Is a page linked to sitewide? Effect?
    • 26. “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
  • 27. Task Completion
    http://www.4qsurvey.com/
  • 28. Share of Search Landscape
    SEOmoz appear for 37% of Keywords
  • 29. Share of Search Landscape
    Action:
    • Download this tool:
    http://dis.tl/sascon
  • 30. Form Field Tracking
  • 31. Form Field Tracking
    Action:
    • Find which fields confuse people
    • 32. Improve or remove them
    • 33. Track as events in Google Analytics
    http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en
  • 34. Branded v Non-Branded Traffic
    Awesome for justifying SEO spend
  • 35. Conversion Rate
    Don’t just look at this
  • 36. Conversion Rate
    Action:
    • Segment by relevant dimensions
    • 37. Which dimensions convert best?
    • 38. Invest in these dimensions
  • Help You
    Get Shit Done
  • 39. Fighting Internal Battles
  • 40. Client site migration led to losing lots of content
  • 41. Client didn’t understand value of the content
  • 42.
  • 43. Billions of pages crawlable by Google
  • 44. Developers didn’t like SEO tasks
  • 45. Showed them this
    Plus Revenue
  • 46. Summary
    • Focus on the actionable metrics
    • 47. 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