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How to use Google Analytics & Social Media Data to Make Marketing Decisions ...

How to use Google Analytics & Social Media Data to Make Marketing Decisions

http://www.shaunanicholson.com/how-to-use-google-analytics-social-media-data-to-make-marketing-decisions/

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  • 1. Using Analytics to MakeMarketing DecisionsShauna Nicholson, Digital Strategist
  • 2. How raw analytics caninfluence marketing messages tobetter serve and convert users
  • 3. TestData point LearnStrategy
  • 4. Traffic & ConversionArguably the two most important metrics
  • 5. Traffic
  • 6. Paid campaigns (such as Adwords) and organic searches Consider: What can I do to improve SEO? External websites linking to yours Consider: How can I increase the number of quality websites linking to mine? Brand and URL awareness Consider: What marketing channels can I use to improve brand and URL awareness?Traffic Sources
  • 7. Traffic patterns help you recognize opportunities to maximize traffic budgetinvestments.Consider:• Adding fresh content to your website on high-traffic days• Sharing fresh content via social media and content sharing websites on high-traffic days (as interest is alreadyhigh)• Watching for overall lift when new traffic driving investments are made Traffic
  • 8. Referring keywords will let you know what words and phrases users are searching forwhen they found your website.Consider:• Are the keywords in my analytics relevant to the information on my website?• Where am I using these keywords on my website currently?• Using keywords as cues for what users are interested in• Which keywords have a high bounce rate or very low time on site; why? Referring Keywords
  • 9. Conversion
  • 10. Content pageviews let you know what users are most interested in when they visit yourwebsite.Consider:• Which pages are most popular on your website? Are they easy to access? Are they conversion pages?• How to tailor web content (on your website and in your marketing outreach) around the types of pages users aremost interested in• How to improve pageviews on conversion pages Content
  • 11. Conversion or goal completion information keeps track of how many users complete thedesired action on your website.Consider:If conversion rates are low: If conversion rates are high:• Conversion page interface updates • Cross-selling opportunities• User experience changes • Cultivating business from existing users• Better qualifying website traffic • Increasing website traffic Conversions
  • 12. Source/Medium conversion information lets you know which referring traffic sources areproviding the best conversion rates. This view provides the total number of completedconversions (or goals) and the percentage of users coming from that source who converted.Consider:• Making deeper investments in referring traffic sources that convert at higher percentages• Restricting or re-crafting messaging tactics for referring traffic sources that convert at lowest percentages or not at all Conversions
  • 13. Ecommerce conversion provides information specific to product transactions on your website.Consider:If conversion rates are low: If conversion rates are high:• Conversion page interface updates • Cross-selling opportunities• User experience changes • Cultivating business from existing users• Better qualifying website traffic • Increasing website traffic Ecommerce Conversions
  • 14. Top Revenue Sources tell you which products perform best (and worst) on your website.Consider:• Which products are top sellers; why? Interface design, traffic sources, etc• If a product is underperforming, why? Consider qualified traffic sources, product presentation, etc• Quantity information may be less important than top revenue generators Ecommerce Conversions
  • 15. Example: ConversionRate Optimization
  • 16. Navigation & Contact Call to action banner graphic Request Quote ButtonCopy: Introduction and Event Guide Link service detail Promotional video Testimonials: 8 totalCopy: Suggested times to hire Promotional video Control
  • 17. Navigation & Contact Call to action banner graphicCopy: Value Proposition Request Quote Button More information link Promotional video Testimonials: 2 totalCopy: Reinforce value proposition Test A Rearranged or eliminated existing content elements Made no changes to look and feel
  • 18. Navigation & Contact Call to action banner graphicCopy: Value Proposition Testimonials: 2 total Promotional video Only change from Test A: Switched position Request Quote ButtonCopy: Reinforce value proposition More information link Test A Rearranged or eliminated existing content elements Made no changes to look and feel
  • 19. Destination Conversion Clicks ConversionsURL RateTest A 321 22 6.85%Test B 348 23 6.61%Control 324 17 5.25%Totals/Average 993 62 6.24% Result: 1.6% conversion rate improvement
  • 20. Takeaways & Considerations: Navigation & Contact• Keep conversion pages simple andclutter-free• Make small changes before Call to action banner graphicimplementing major new designs• Keep conversion page copy simple• Donʼt overload users with information(even testimonials) Copy: Value Proposition Request Quote Button• Communicate and reinforce valueproposition (rather than re-educating More information linkusers on what youʼre selling) Promotional video Testimonials: 2 total Copy: Reinforce value proposition Winner: Test A
  • 21. DevelopmentConsiderations
  • 22. Language information lets you know if it makes sense to offer additional Keytranslations of your website.Consider:• High volume of visits doesnʼt always mean translation is needed, factor in average time on site andbounce rates as well• What conversion information do you have related to user language? Is your user type more likely toconvert if your website is in their preferred language? Language
  • 23. Knowing which browsers users have will let you know exactly how Desktop Mobileyour website is being viewed.Consider:• The rate of mobile users• Using flexible developing languages that will accommodate various browser types without comprising usability Browser Use
  • 24. All mobile views do not display websites the same way.Consider:• How mobile users are navigating your website• If an application makes sense for your users Mobile
  • 25. Using social media data torefine engagement efforts andremain relevant in real time
  • 26. Surveying social media properties can be a cue on staying relevant toconversation trends.Consider: socialmention.com• How you can connect fresh website content to conversation trends search.twitter.com• What marketing opportunities now exist based on new trends? digg.com
  • 27. As with website analytics, Facebook traffic patterns help yourecognize opportunities to maximize traffic budget investments.Consider:• Adding fresh content to your website on high-traffic days• Sharing fresh content via social media and content sharing websites on high-trafficdays (as interest is already high)• Watching for overall lift when new traffic driving investments are made Facebook
  • 28. Like sources can help suggest new strategies for accumulating additional likesConsider:• Additional ways to cultivate “likes” from top sources• For high “like” counts from content-related sources (Like Box, Like Button), consider what types ofcontent encourage the most engagement opportunities Facebook
  • 29. Understanding Facebook “likes” demographics will let youknow if youʼre on-target.Consider:• Are you on target?• How does your content appeal to specific demographics? Facebook
  • 30. Tab views, like page views, let you know what users are most interested inConsider:• Adding new content to high-visited sections• Asking users to add recommendations, when appropriate Facebook
  • 31. Messages, like page views, let you know what users are mostinterested inConsider:• What kind of messages receive the most feedback? Why? How can you createadditional messages to improve feedback?• Which days and times receive the most impressions? Facebook
  • 32. Limitations of using data tomake marketing decisions
  • 33. Predictability: Humans are unpredictable
  • 34. Brand Relationships: The human/brand relationship is unique
  • 35. The Human Element: Non-traditional family relationships are the new standard
  • 36. Shauna Nicholsonhello@shaunanicholson.comwww.shaunanicholson.com@shaunan