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Getting Actions from Analytics<br />SAScon<br />20th May 2011<br />Paddy Moogan, SEO Consultant<br />
You can download slides and notes at the end<br />
What key metrics should you be tracking?<br />
Metrics that are actionable<br />Why measure stuff you can’t do anything about?<br />
Metrics that help you get shit done<br />Fighting internal battles with solid data is vital<br />
Everything else...<br />Meh!<br />
Metrics that are actionable<br />
Ecommerce Websites<br />Report the Customer Voice<br />
% Visitors who view product pages<br />
% Visitors who view product pages<br />Action:<br /><ul><li>Improve internal navigation
Improve internal site search
Add featured products widgets</li></li></ul><li>Average Order Value<br />
Average Order Value<br />Action:<br /><ul><li>Add upsells along the way
Look what keywords get higher AOV
Look what traffic sources get higher AOV</li></li></ul><li>% People who search then exit<br />
% People who search then exit<br />Action:<br /><ul><li>Test it – does it work? What do you see
Make sure results are clear
Enhance results with images
Include discounts / deals in results</li></ul>More info:http://www.google.com/support/analyticshelp/bin/answer.py?answer=1...
Non-Ecommerce Sites<br />More info:http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162<br />
Page Load Speed<br />More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html<br />
Page Load Speed<br />Action:<br /><ul><li>Bug your developers!
At worst, you’ll make visitors happier</li></ul>More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2...
Measure SEO Variables<br />Custom Variables FTW <br /><ul><li>Record rel=canonical
Is a page linked to sitewide?  Effect?
“Tag” types of pages, see how they perform</li></li></ul><li>Measure SEO Variables<br />Action <br /><ul><li>Use them to m...
Task Completion<br />http://www.4qsurvey.com/<br />
Share of Search Landscape<br />SEOmoz appear for 37% of Keywords<br />
Share of Search Landscape<br />Action:<br /><ul><li>Download this tool:</li></ul>http://dis.tl/sascon<br />
Form Field Tracking<br />
Form Field Tracking<br />Action:<br /><ul><li>Find which fields confuse people
Improve or remove them
Track as events in Google Analytics</li></ul>http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec...
Branded v Non-Branded Traffic<br />Awesome for justifying SEO spend<br />
Conversion Rate<br />Don’t just look at this<br />
Conversion Rate<br />Action:<br /><ul><li>Segment by relevant dimensions
Which dimensions convert best?
Invest in these dimensions</li></li></ul><li>Help You <br />Get Shit Done<br />
Fighting Internal Battles<br />
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Analytics 2.0 - Paddy Moogan

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Transcript of "Analytics 2.0 - Paddy Moogan"

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