Google Analytics and Website Optimizer

Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www.google.com/analytics http:// www.google.com/websiteoptimizer

Plan – Measure – Improve

“ Tactics without strategy are the noise before defeat”

Sun Tzu, The Art of War.

Google Analytics http://www.google.com/analytics

Custom Dashboards

Topics to Cover

Profiles

Filters

Goals

Funnels

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

Profiles

Website URL

Profile Name

Time Zone

Default Page

Exclude Parameters

E-commerce Website

Search

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 ."

Filters

Applied to a Profile

Data Destructive – change data forever!

Segmentation

Business rules

2 types

Predefined

Custom

Filters data before submitting to GA database

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

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

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

Goals

Conversions?

Purchases

Registration

Send to a friend

Review or comment

Add to wish list

Maximum of 4 per profile

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?

Funnel Visualisation

Find out which pages result in lost conversions and where your would-be customers go.

E-commerce Tracking

<script type="text/javascript">

var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

</script>

<script type="text/javascript">

var pageTracker = _gat._getTracker("UA-######-#");

pageTracker._trackPageview();

pageTracker._addTrans(

"1234", // Order ID

"Blah", // Affiliation

"100.00", // Total

"15.00", // Tax

"5", // Shipping

"Southwark", // City

"London", // State

"UK" // Country

);

pageTracker._addItem(

"1234", // Order ID

"DD44", // SKU

"Logo" // Product Name

"Design", // Category

"100.00", // Price

"1" // Quantity

);

pageTracker._trackTrans();

</script>

Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.

Internal Site Search

Find out how your visitors search your site, what they look for, and where they end up.

Google Website Optimizer http:// www.google.com/websiteoptimizer

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

Page Priority Graph

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’).”

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!

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

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

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.

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

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!

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

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

Test Results - Combinations

Test Results – Page Sections

What the Statistics Mean

Chance to beat original

Chance to beat all

Observed improvement

Conversions and visits

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]

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

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.

End.

Google Analytics and Website Optimizer

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