Owning a GreatBlog: A Data-Driven ApproachVinoaj VijeyakumaarSenior Conversion Specialist, Google Southeast Asia   gplus.t...
Google s Mission: It s all about InformationTo organize the world s informationand make it universally accessible         ...
Agenda                   Google AnalyticsCreate Great       Google Insights for SearchContent                   DoubleClic...
Create Great Content                                                      Google Confidential and Proprietary             ...
What is interesting to the world right now?                       http://www.google.co.id/insights/search/                ...
Google Confidential and Proprietary   6
Google Confidential and Proprietary   7
Google Confidential and Proprietary   8
Google Confidential and Proprietary   9
Google Confidential and Proprietary   10
Time series trends                     Google Confidential and Proprietary   11
Insights for www.cookingandme.com                                    Google Confidential and Proprietary   12
Insights for Search                      Google Confidential and Proprietary   13
Insights for Search                      Google Confidential and Proprietary   14
Insights for Search                      Google Confidential and Proprietary   15
DoubleClick Ad Planner                         www.google.com/adplanner                                  Google Confidenti...
DoubleClick Ad Planner                         Google Confidential and Proprietary   17
DoubleClick Ad Planner                         Google Confidential and Proprietary   18
Design for your demographics•  Font size increased from 12 to 13px•  Bounce rate decrease noticeably within 5 days        ...
Google AnalyticsTo organize your website visits information andmake it universally accessible and useful withinyour entire...
google.co.id/analytics                         Google Confidential and Proprietary   21
Track Behaviour              BehaviourEntry                           Exit             Engagement                         ...
Where are my visitors from?                              Google Confidential and Proprietary   23
What language do they speak?                               Google Confidential and Proprietary   24
What are people searching for?                                 Google Confidential and Proprietary   25
Understand your audience better throughsegmentation                                   Google Confidential and Proprietary ...
This blue line assumes everyone is the sameDon’t make decisions purely on this blue line                                  ...
The Power of Segmentation          Online   Offline +Offline   only     Online      Organic                               ...
Google Confidential and Proprietary   29
Google Confidential and Proprietary   30
Google Confidential and Proprietary   31
Google Confidential and Proprietary   32
Google Confidential and Proprietary   33
Google Confidential and Proprietary   34
Google Confidential and Proprietary   35
Google Webmaster Tools                         Google Confidential and Proprietary   36
Google Confidential and Proprietary   37
Recap                                      Google Analytics DoubleClick Ad Planner         Google Insights for Search     ...
Attract Visitors                                                         Google Confidential and Proprietary              ...
It’s not just aboutattracting visitors, it’s alsoabout attracting the righttype of visitors                        Google ...
Goals Bring Context to Numbers                   Google Confidential and Proprietary   41
Measuring Goals along the Purchase Funnel        Spent > 3 mins on   Watched our       Created           Purchased my     ...
4 Goal Types in Google Analytics    Goal Type          Goal Triggered By …                        … visitor lands on your ...
Goals Bring Context to NumbersGoogle Store’s Top 10 markets by volume of visitors                     INSIGHTWe’re doingaw...
Goals Bring Context to Numbers                           INSIGHTWow, Brazil doesn’teven factor into our Top10 markets byco...
360 Degree Tracking                      Google Confidential and Proprietary   46
URL Campaign Variables       http://www.yoursite.com/landingpage.html?       utm_source=yahoo&utm_medium=cpc&utm_campaign=...
Google Confidential and Proprietary   48
Email Signatures                   http://conversionroom-                   japac.blogspot.com/?                   utm_sou...
Google Confidential and Proprietary   50
conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&...
conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&ut...
vs.      Google Confidential and Proprietary   53
Understand your social media reach                                     Google Confidential and Proprietary   54
Google Confidential and Proprietary   55
Compare your traffic channels                                Google Confidential and Proprietary   56
Multi-Channel Funnels           3/11/11      3/15/11      3/19/11      3/23/11                      Conversion            ...
Google Confidential and Proprietary   58
Understanding       research       behaviour                                  •  INSIGHT•  A significant number of   sales...
What about the multi-visit customers?How do you get more of them to convert?                                              ...
Insight: Increase display coverageTurned non-converting paths…                3/11/11     3/15/11     3/19/11   3/23/11   ...
Recap     Tag all inbound   Attract        Set Goals          links        Visitors   Google Analytics               Googl...
Improve the user experience                                                      Google Confidential and Proprietary      ...
Traffic from Indonesia is rising rapidlySource: Google Analytics Benchmarking Data   Google Confidential and Proprietary  ...
But engagement is decliningSource: Google Analytics Benchmarking Data   Google Confidential and Proprietary   65
Bounce rates are steadily increasing                                       Google Confidential and Proprietary   66
Google Confidential and Proprietary   67
So visitors are less-likely to stick around                                       Google Confidential and Proprietary   68
Identify landing pages with high bounce rates                                     Google Confidential and Proprietary   69
Google Confidential and Proprietary   70
Google Confidential and Proprietary   71
Google Confidential and Proprietary   72
Google Confidential and Proprietary   73
Test landing pages                     Google Confidential and Proprietary
Google Confidential and Proprietary   75
MediaButton         Google Confidential and Proprietary   76
24 combinations tested….Media:                     Button:1. Get Involved Image      1. Sign Up2. Family Image            ...
Experiment results                     Google Confidential and Proprietary   78
$500mraised online                Google Confidential and Proprietary   79
Where are people leaving my site?                                    Google Confidential and Proprietary   80
Google Confidential and Proprietary   81
Google Confidential and Proprietary   82
Monetize exit pages                                “.. these ads provide a means of                                monetiz...
How do visitors interact with my site?                                         Google Confidential and Proprietary   84
Google Confidential and Proprietary   85
Google Confidential and Proprietary   86
Google Confidential and Proprietary   87
Google Confidential and Proprietary   88
Google Confidential and Proprietary   89
Google Confidential and Proprietary   90
Should I create a mobile version of my site?                                                                              ...
Mobile Visitors by Market (by Per Visit Value)                                                                            ...
Mobile Visitors by Service Provider                                                                                       ...
Can visitors view my website correctly?                                    Google Confidential and Proprietary   94
Browser share in Indonesia (Q3 2011)Source: Google Analytics Benchmarking Data   Google Confidential and Proprietary   95
Browser share trends in IndonesiaSource: Google Analytics Benchmarking Data   Google Confidential and Proprietary   96
Recap                                    Google Website Optimizer   Google Analytics                      Google Analytics...
Let’s recap …                                                      Google Confidential and Proprietary                Goog...
You can use data to own a great blog                     Google AnalyticsCreate Great         Google Insights for SearchCo...
Subscribe for the Latest News                                    Subscribe to receive latest                              ...
THANK YOUgplus.to/vinoajtwitter.com/vinoajconversionroom-japac.blogspot.com
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Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29

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How can you create a great blog by taking a data-driven approach? This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.

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Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29

  1. 1. Owning a GreatBlog: A Data-Driven ApproachVinoaj VijeyakumaarSenior Conversion Specialist, Google Southeast Asia gplus.to/vinoaj twitter.com/vinoaj conversionroom-japac.blogspot.com
  2. 2. Google s Mission: It s all about InformationTo organize the world s informationand make it universally accessible and useful. Google Confidential and Proprietary 2
  3. 3. Agenda Google AnalyticsCreate Great Google Insights for SearchContent DoubleClick Ad PlannerAttract Visitors Google AnalyticsImprove User Google AnalyticsExperience Google Website Optimizer Google Confidential and Proprietary 3
  4. 4. Create Great Content Google Confidential and Proprietary Google Confidential and Proprietary 4
  5. 5. What is interesting to the world right now? http://www.google.co.id/insights/search/ Google Confidential and Proprietary 5
  6. 6. Google Confidential and Proprietary 6
  7. 7. Google Confidential and Proprietary 7
  8. 8. Google Confidential and Proprietary 8
  9. 9. Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 10
  11. 11. Time series trends Google Confidential and Proprietary 11
  12. 12. Insights for www.cookingandme.com Google Confidential and Proprietary 12
  13. 13. Insights for Search Google Confidential and Proprietary 13
  14. 14. Insights for Search Google Confidential and Proprietary 14
  15. 15. Insights for Search Google Confidential and Proprietary 15
  16. 16. DoubleClick Ad Planner www.google.com/adplanner Google Confidential and Proprietary 16
  17. 17. DoubleClick Ad Planner Google Confidential and Proprietary 17
  18. 18. DoubleClick Ad Planner Google Confidential and Proprietary 18
  19. 19. Design for your demographics•  Font size increased from 12 to 13px•  Bounce rate decrease noticeably within 5 days www.backtobasics.com.sg Google Confidential and Proprietary 19
  20. 20. Google AnalyticsTo organize your website visits information andmake it universally accessible and useful withinyour entire organisation Google Confidential and Proprietary 20
  21. 21. google.co.id/analytics Google Confidential and Proprietary 21
  22. 22. Track Behaviour BehaviourEntry Exit Engagement Google Confidential and Proprietary 22
  23. 23. Where are my visitors from? Google Confidential and Proprietary 23
  24. 24. What language do they speak? Google Confidential and Proprietary 24
  25. 25. What are people searching for? Google Confidential and Proprietary 25
  26. 26. Understand your audience better throughsegmentation Google Confidential and Proprietary 26
  27. 27. This blue line assumes everyone is the sameDon’t make decisions purely on this blue line Google Confidential and Proprietary 27
  28. 28. The Power of Segmentation Online Offline +Offline only Online Organic (Google) Organic (Bing)only Google Confidential and Proprietary 28
  29. 29. Google Confidential and Proprietary 29
  30. 30. Google Confidential and Proprietary 30
  31. 31. Google Confidential and Proprietary 31
  32. 32. Google Confidential and Proprietary 32
  33. 33. Google Confidential and Proprietary 33
  34. 34. Google Confidential and Proprietary 34
  35. 35. Google Confidential and Proprietary 35
  36. 36. Google Webmaster Tools Google Confidential and Proprietary 36
  37. 37. Google Confidential and Proprietary 37
  38. 38. Recap Google Analytics DoubleClick Ad Planner Google Insights for Search Know what your Know what your community is audience is interested in searching for Create Great Content Know your audience Google Analytics Google Confidential and Proprietary 38
  39. 39. Attract Visitors Google Confidential and Proprietary Google Confidential and Proprietary 39
  40. 40. It’s not just aboutattracting visitors, it’s alsoabout attracting the righttype of visitors Google Confidential and Proprietary 40
  41. 41. Goals Bring Context to Numbers Google Confidential and Proprietary 41
  42. 42. Measuring Goals along the Purchase Funnel Spent > 3 mins on Watched our Created Purchased my my site product video membership product/service account Visited > 2 pages Visited Product on my site Features page Subscribed to Used my store newsletter locator Visited About Us page Clicked on Join Downloaded a Facebook button couponGOALSSTAGE Awareness Consideration Preference Action Google Confidential and Proprietary 42
  43. 43. 4 Goal Types in Google Analytics Goal Type Goal Triggered By … … visitor lands on your URL Destination subscribe page … visitor spends more than 5 Time on Site minutes on your site … visitor browses through 3 Pages/Visit or more pages on your site … visitor interacts with your Event social sharing widgets Google Confidential and Proprietary 43
  44. 44. Goals Bring Context to NumbersGoogle Store’s Top 10 markets by volume of visitors INSIGHTWe’re doingawesome in Brazil!Right? Google Confidential and Proprietary 44
  45. 45. Goals Bring Context to Numbers INSIGHTWow, Brazil doesn’teven factor into our Top10 markets byconversion rate. Notgood! Google Confidential and Proprietary 45
  46. 46. 360 Degree Tracking Google Confidential and Proprietary 46
  47. 47. URL Campaign Variables http://www.yoursite.com/landingpage.html? utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter Google Confidential and Proprietary 47
  48. 48. Google Confidential and Proprietary 48
  49. 49. Email Signatures http://conversionroom- japac.blogspot.com/? utm_source=email&ut m_medium=signature& utm_campaign=Signat ure Google Confidential and Proprietary 49
  50. 50. Google Confidential and Proprietary 50
  51. 51. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure Google Confidential and Proprietary 51
  52. 52. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos Google Confidential and Proprietary 52
  53. 53. vs. Google Confidential and Proprietary 53
  54. 54. Understand your social media reach Google Confidential and Proprietary 54
  55. 55. Google Confidential and Proprietary 55
  56. 56. Compare your traffic channels Google Confidential and Proprietary 56
  57. 57. Multi-Channel Funnels 3/11/11 3/15/11 3/19/11 3/23/11 Conversion Google Email Direct Organic Google Yahoo Google Display Organic PPC Google NYT Google Twitter Organic Referral PPC Google Confidential and Proprietary 57
  58. 58. Google Confidential and Proprietary 58
  59. 59. Understanding research behaviour •  INSIGHT•  A significant number of sales occur due to a series of all-direct visits. Some visitors are making up to 7 or 8 direct visits prior to making a purchase.•  A large number of direct visits signifies that the visitor has made up their mind to stay at Amari, but cannot decide on which package to purchase. •  ACTION•  Offer more enticing deals, content, calls-to- action, etc, the more visits that they make to your site. Google Confidential and Proprietary 59
  60. 60. What about the multi-visit customers?How do you get more of them to convert? 57% of all conversions had multi-step conversion paths Google Confidential and Proprietary
  61. 61. Insight: Increase display coverageTurned non-converting paths… 3/11/11 3/15/11 3/19/11 3/23/11 No Conversion 1 Visit Into converting paths via more display investment 3/11/11 3/15/11 3/19/11 3/23/11 Conversion 1 Visit Display Display Ad Ad 11% increase in bookings within a month Google Confidential and Proprietary
  62. 62. Recap Tag all inbound Attract Set Goals links Visitors Google Analytics Google Analytics Google Confidential and Proprietary 62
  63. 63. Improve the user experience Google Confidential and Proprietary Google Confidential and Proprietary 63
  64. 64. Traffic from Indonesia is rising rapidlySource: Google Analytics Benchmarking Data Google Confidential and Proprietary 64
  65. 65. But engagement is decliningSource: Google Analytics Benchmarking Data Google Confidential and Proprietary 65
  66. 66. Bounce rates are steadily increasing Google Confidential and Proprietary 66
  67. 67. Google Confidential and Proprietary 67
  68. 68. So visitors are less-likely to stick around Google Confidential and Proprietary 68
  69. 69. Identify landing pages with high bounce rates Google Confidential and Proprietary 69
  70. 70. Google Confidential and Proprietary 70
  71. 71. Google Confidential and Proprietary 71
  72. 72. Google Confidential and Proprietary 72
  73. 73. Google Confidential and Proprietary 73
  74. 74. Test landing pages Google Confidential and Proprietary
  75. 75. Google Confidential and Proprietary 75
  76. 76. MediaButton Google Confidential and Proprietary 76
  77. 77. 24 combinations tested….Media: Button:1. Get Involved Image 1. Sign Up2. Family Image 2. Learn More3. Change Image 3. Join Us Now4. Barack’s Video 4. Sign Up Now5. Springfield Video6. Sam’s Video Google Confidential and Proprietary 77
  78. 78. Experiment results Google Confidential and Proprietary 78
  79. 79. $500mraised online Google Confidential and Proprietary 79
  80. 80. Where are people leaving my site? Google Confidential and Proprietary 80
  81. 81. Google Confidential and Proprietary 81
  82. 82. Google Confidential and Proprietary 82
  83. 83. Monetize exit pages “.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue Kevin Savetz, Owner, Savetz after targeting exit pages.” Publishing and FreePrintable Google Confidential and Proprietary 83
  84. 84. How do visitors interact with my site? Google Confidential and Proprietary 84
  85. 85. Google Confidential and Proprietary 85
  86. 86. Google Confidential and Proprietary 86
  87. 87. Google Confidential and Proprietary 87
  88. 88. Google Confidential and Proprietary 88
  89. 89. Google Confidential and Proprietary 89
  90. 90. Google Confidential and Proprietary 90
  91. 91. Should I create a mobile version of my site? INSIGHT•  Bulk of the revenue generated from mobile devices is coming from iOS and Android devices.•  iOS users on the whole generate significant value for is this company.•  iPad users are the most valuable mobile segment by far. ACTION•  Prioritise iOS development.•  Improve the user experience for iPad users.•  Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g. Google Confidential and Proprietary 91 iPhone, iPod).
  92. 92. Mobile Visitors by Market (by Per Visit Value) INSIGHTOf the Top 10 most valuable markets by per visit value, 7 markets are in developing countries. ACTIONMobile apps will need to take developing market conditions into account in its design considerations:•  Operate efficiently on low bandwidth connections Google Confidential and Proprietary 92•  Localised content
  93. 93. Mobile Visitors by Service Provider INSIGHT•  A majority of mobile visitors are browsing via service providers in developing markets.•  Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability. ACTION•  Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations. Google Confidential and Proprietary 93
  94. 94. Can visitors view my website correctly? Google Confidential and Proprietary 94
  95. 95. Browser share in Indonesia (Q3 2011)Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 95
  96. 96. Browser share trends in IndonesiaSource: Google Analytics Benchmarking Data Google Confidential and Proprietary 96
  97. 97. Recap Google Website Optimizer Google Analytics Google Analytics Fix problematic Improve high flows through bounce pages your site with testing Attract Visitors Fix or monetize exit pages Google Analytics Google AdSense Google Confidential and Proprietary 97
  98. 98. Let’s recap … Google Confidential and Proprietary Google Confidential and Proprietary 98
  99. 99. You can use data to own a great blog Google AnalyticsCreate Great Google Insights for SearchContent DoubleClick Ad PlannerAttract Visitors Google AnalyticsImprove User Google AnalyticsExperience Google Website Optimizer Google Confidential and Proprietary 99
  100. 100. Subscribe for the Latest News Subscribe to receive latest articles in your inboxconversionroom-japac.blogspot.com Google Confidential and Proprietary 10 0
  101. 101. THANK YOUgplus.to/vinoajtwitter.com/vinoajconversionroom-japac.blogspot.com
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