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Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
Analytics 2.0 - Paddy Moogan
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Analytics 2.0 - Paddy Moogan

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