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

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






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

    • The holy grail of website research Integrating Onsite Survey Data into Google AnalyticsMay 19thPieter van der Gouwe
    • 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
    • Web analytics & Web surveysUntil yesterday: two separate worlds
    • 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…
    • What you don’t know
    • 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
    • The world of Web Surveys
    • The visitors’ perspective
    • Questions at arrival and when leavingAt arrival• Expectations• Reason for visitingWhen leaving• Success & satisfaction• Evaluating user experience• Profile• What’s next?
    • 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
    • What does it look like in GA?• Stukje voorbeeld van hoe het werkt!
    • User case: Campaign on TV driving traffic to TV commercial
    • Result: boost in direct traffic … Yeah! But did we reach our target audience?
    • … but only partly within the target audience
    • Let’s bust one Myth… What about it?
    • 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
    • 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?
    • …understand whý visitors leave conversion funnels Who is leaving? Why are they leaving? What’s next?
    • Insights per channel…
    • 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?
    • … and evaluate campaign websites Reached target group? Who is visiting what? Compare user segments with TV segments
    • Measure change in knowledge, attitude & behaviour Where did we realize a positive change in knowledge, attitude and behaviour?
    • 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
    • End Slide Thank you for participating! Questions? Pieter van der Gouwe + 31 (0) 62 436 54 15 Mobile p.van.der.gouwe@metrixlab.com