Google Analytics and Website Optimizer

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An introduction to Google Analytics and Website Optimizer and a discussion on how to leverage the two tools.

An introduction to Google Analytics and Website Optimizer and a discussion on how to leverage the two tools.

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  • http://websiteoptimizer.blogspot.com/2008/07/you-know-testing-is-going-mainstream.html http:// www.google.com/support/websiteoptimizer/bin/answer.py?hl = en&answer =61149

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  • 1. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www.google.com/analytics http:// www.google.com/websiteoptimizer
  • 2. Plan – Measure – Improve
    • “ Tactics without strategy are the noise before defeat”
    • Sun Tzu, The Art of War.
  • 3. Google Analytics http://www.google.com/analytics
  • 4. Custom Dashboards
  • 5. Topics to Cover
    • Profiles
    • Filters
    • Goals
    • Funnels
  • 6. Profiles and Filters
    • The real strength of GA
    • Segment data
    • Deep analysis
    • Filter data depending on needs
    • Give access to data depending on needs
    • Starts collecting data once filter is applied
    • Best practice:
    • Profile with all data
    • Profile with segmented data
  • 7. Profiles
    • Website URL
    • Profile Name
    • Time Zone
    • Default Page
    • Exclude Parameters
    • E-commerce Website
    • Search
  • 8. Website Profiles
    • No Filters : Profile with zero filters. Use this for troubleshooting.
    • Only Direct : Include filter for the field "Campaign Source" only equaling the pattern "direct" visitors
    • Only Internal : Use an  include filter  which will include only traffic from internal IP ranges on IP address.
    • Only New Visitors : Include filter on the field "Visitor Type" equal to "new"
    • Only Organic : Include filter where the filter field is on "Campaign Medium" and the pattern is "organic"
    • Only Paid Search : Include filter on "Campaign Medium" equaling the pattern "ppc|cpc"
    • Only Referral : Include filter on "Campaign Medium" equaling "referral"
    • Only Returning Visitors : Include filter on "Visitor Type" equaling "returning"
    • Organic And Paid : Include filter combining the above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic
    • Overall : All traffic except filter out internal IP ranges using the " Exclude all traffic from an IP address filter ."
  • 9. Filters
    • Applied to a Profile
    • Data Destructive – change data forever!
    • Segmentation
    • Business rules
    • 2 types
      • Predefined
      • Custom
    • Filters data before submitting to GA database
  • 10. Filters
    • Multiple Filters allowed
      • But, data output for filter 1 is data input for filter 2
    • Be careful! Filters are data destructive!
    • Avoid wrong conclusions!
      • Create multiple Profiles to prevent filter 1 impacting filter 2
    • Allows for customer segmentation
      • Visitor to member to customer
  • 11. Pre-Defined Filters
    • Google Analytics provides you with three predefined filter types:
    • Exclude all traffic from a domain
    • Exclude all traffic from an IP address
    • Include only traffic to a subdirectory
  • 12. Custom Filters
    • In addition, Google Analytics provides you with a number of custom options:
    • Exclude Pattern
    • Include Pattern
    • Search & Replace
    • Lookup Table
    • Advanced
    • Uppercase / Lowercase
  • 13. Goals
    • Conversions?
      • Purchases
      • Registration
      • Send to a friend
      • Review or comment
      • Add to wish list
    • Maximum of 4 per profile
  • 14. Funnels
    • Extension of Goals
    • Predefined steps
      • E.g. Purchase path from basket to confirmation
    • Track conversion process
      • See entry and exit points throughout process
    • Required steps?
  • 15. Funnel Visualisation
    • Find out which pages result in lost conversions and where your would-be customers go.
  • 16. E-commerce Tracking
    • <script type=&quot;text/javascript&quot;>
    • var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;);
    • document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;));
    • </script>
    • <script type=&quot;text/javascript&quot;>
    • var pageTracker = _gat._getTracker(&quot;UA-######-#&quot;);
    • pageTracker._trackPageview();
    • pageTracker._addTrans(
    • &quot;1234&quot;, // Order ID
    • &quot;Blah&quot;, // Affiliation
    • &quot;100.00&quot;, // Total
    • &quot;15.00&quot;, // Tax
    • &quot;5&quot;, // Shipping
    • &quot;Southwark&quot;, // City
    • &quot;London&quot;, // State
    • &quot;UK&quot; // Country
    • );
    • pageTracker._addItem(
    • &quot;1234&quot;, // Order ID
    • &quot;DD44&quot;, // SKU
    • &quot;Logo&quot; // Product Name
    • &quot;Design&quot;, // Category
    • &quot;100.00&quot;, // Price
    • &quot;1&quot; // Quantity
    • );
    • pageTracker._trackTrans();
    • </script>
    • Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.
  • 17. Internal Site Search
    • Find out how your visitors search your site, what they look for, and where they end up.
  • 18. Google Website Optimizer http:// www.google.com/websiteoptimizer
  • 19. What to Test
    • Calls to action
    • Point of action assurances
    • Typography and colour
    • Product headlines, copy, images, descriptions…
    • Category pages
    • About us, contact us, delivery, terms and conditions
    • Forms
    • Shopping carts
    • Offer incentives; etc
  • 20. Page Priority Graph
  • 21. Caveat
    • “ Website Optimizer tests can be used to test what people do, but not why they do it. You need to infer from the variations and the analytics and a good piece of market understanding (‘know thy customer’).”
  • 22. Designing the Test
    • Before running the test, you must decide on these factors:
    • A control
    • A hypothesis
    • A time frame
    • A method of evaluating the results
    • During the tests, you cannot change your test, whatsoever!
  • 23. Example – Add to Cart Buttons
    • Variables
    • Shape, Size, Colour
    • Variations
    • Shape: Round, Square
    • Size: Small, Medium and Large
    • Colour: Red, Blue and Yellow
    • Hypotheses
    • Red buttons convert better than blue or yellow
    • Large buttons convert better than small or medium
    • Round buttons convert better than square
  • 24. Website Optimizer Tests
    • Google’s A/B test
    • Google’s Multivariate test
    • Split-path test
    • Multipath Multivariate test
    • Do Anything test
    • Linger test
    • Click test
  • 25. Design an A/B Test
    • Identify the metric. What are you going to compare and contrast?
    • Describe the metric. How will you compare and contrast the differences?
    • Optimise the system based on comparison of two or more tested solutions.
  • 26. The Test Calculator
    • The number of combinations will affect how long you need to run a test to return meaningful results.
    • Factors:
    • Test combinations
    • Page views
    • % Visitors
    • Conversion rate
    • Expected Improvement
  • 27. Example 1 (Not Recommended)
    • 1,000 test combinations
    • 10,000 page views per day
    • 100% visitors in experiment
    • 2.4% current conversion rate
    • 20% expected improvement (from 2.4% to 2.9%)
    • Duration of test: 3,515.9 days!
  • 28. Example 2 (Recommended)
    • 20 test combinations
    • 10,000 page views per day
    • 100% visitors in experiment
    • 2.4% current conversion rate
    • 20% expected improvement (from 2.4% to 2.9%. Focusing on key elements in the combinations should increase expectations above this figure)
    • Duration of test: 37.8 days
  • 29. The Test Setup
    • For a simple A/B Test, the following scripts are placed on the relevant pages.
    • Original Page
      • Control Script
      • Tracking Script
    • Variation Pages
      • Tracking Script
    • Conversion Page
      • Conversion Script
  • 30. Test Results - Combinations
  • 31. Test Results – Page Sections
  • 32. What the Statistics Mean
    • Chance to beat original
    • Chance to beat all
    • Observed improvement
    • Conversions and visits
  • 33. Case Studies
    • To discuss how we have optimised client sites and the results please get in touch:
    • Wyndham Lewis
    • tmg
    • Pentagon House
    • 52 – 54 Southwark Street
    • London SE1 1UN
    • +44 (0) 20 7378 2263 [email_address]
  • 34. Citations
    • Information and images contained within this presentation were compiled from the following sources:
    • Google Analytics Blog
    • http://analytics.blogspot.com
    • Google Website Optimizer Blog
    • http://websiteoptimizer.blogspot.com
    • Google AdWords Blog
    • http://adwords.blogspot.com
    • Future Now Inc.
    • http://www.futurenowinc.com
    • Always Be Testing: The Complete Guide to Google Website Optimizer.
    • Bryan Eisenberg & John Quarto-von Tividar
    • ISBN 978-0-470-29063-7
  • 35. Trademarks
    • Google is a trademark of Google, Inc. All other trademarks are the property of their respective owners.
    • tmg ltd is not associated with any product or vendor mentioned in this presentation.
  • 36. End.