The holy grail of website research (GAUC / Metrix Lab)

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  • 1. The holy grail of website research Integrating Onsite Survey Data into Google AnalyticsMay 19thPieter van der Gouwe
  • 2. Introduction • MetrixLab: online market research agency • Pieter van der Gouwe: eBusiness Performance research  Onsite surveys: Profiling, visitor expectations, success & satisfaction  Usability Testing, Benchmark studies, A/B and concept testing • MetrixLab relation with Google:  Extensive Research partner  Research contest EMEA
  • 3. Web analytics & Web surveysUntil yesterday: two separate worlds
  • 4. The world of web analytics: what you all know # unique visitors # page views Time spend on the website Conversion funnels Referrers Bounce rates All necessary and extremely valuable, but…
  • 5. What you don’t know
  • 6. Other questions you might have • What do they expect when landing on your website? • What is their main reason for visiting? • Are they successful & satisfied? • What are they planning to do next? Answer: ask your visitor
  • 7. The world of Web Surveys
  • 8. The visitors’ perspective
  • 9. Questions at arrival and when leavingAt arrival• Expectations• Reason for visitingWhen leaving• Success & satisfaction• Evaluating user experience• Profile• What’s next?
  • 10. Connecting both worlds Onsite survey (WPM©)What, where & when? Who, why & whats next? INTEGRATING- Visited pages - Visitor profiles- Time spend - Expectations- Page views - Success and satisfaction- Conversion ratio’s - Suggestions- Onsite search usage - And now?Everything you have always wanted to know about your website visitors
  • 11. What does it look like in GA?• Stukje voorbeeld van hoe het werkt!
  • 12. User case: Campaign on TV driving traffic to TV commercial
  • 13. Result: boost in direct traffic … Yeah! But did we reach our target audience?
  • 14. … but only partly within the target audience
  • 15. Let’s bust one Myth… What about it?
  • 16. How does it work technically? 1. Implement ML Onsite Survey 2. Create a folder, eg: www.domain.nl/integration or www.domain.nl/metrixlab or ... 3. Upload ‘ml_ganalytics.asp’ and some other files (to be delivered by MetrixLab) into ‘/integration’ folder
  • 17. Evaluate search campaigns… What visitor profiles did we attract during our paid search campaign? Compared with organic search? Where are these visitors in the customer life cycle?
  • 18. …understand whý visitors leave conversion funnels Who is leaving? Why are they leaving? What’s next?
  • 19. Insights per channel…
  • 20. Understand effect of specific pages … Which pages lead to unsuccessful visits? Which pages contribute most to the brand? Do target audiences visit sections specifically created for them?
  • 21. … and evaluate campaign websites Reached target group? Who is visiting what? Compare user segments with TV segments
  • 22. Measure change in knowledge, attitude & behaviour Where did we realize a positive change in knowledge, attitude and behaviour?
  • 23. Key Take Out What, When, Who, Why and and where What’s next?) Provides you with all the context needed: - to articulate online strategies - to invest in what’s needed the most - to optimize your website
  • 24. End Slide Thank you for participating! Questions? Pieter van der Gouwe + 31 (0) 62 436 54 15 Mobile p.van.der.gouwe@metrixlab.com