Web Analytics BasicsConversion Tracking &Segmentation
About Me Graduate of Columbia University (Psychology) Living in Israel since 2005 SEM & Analytics since 2007 Founded Analytics Ninja in 2010 Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing campaign.
Get Accurate Conversion Data Goal Tracking: What do I want someone to do on my site? (Online Sale / Lead / Newsletter Sign-up) Which pages do they need to visit to accomplish this goal? TIP Learn some RegEx. http://www.lunametrics.com/regex-book/index.html
Funnel Segmentation TIP Horizontal Funnel http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
Funnel Segmentation using Advanced Segments http://www.analytics-ninja.com/blog/2009/08/advanced-segments-to-track-conversion-funnels.html
Segmentation –> TIP Create Engagement Goals & Advanced Segments
Segmentation – Engaged Visitors Engagement = many pages viewed, long time on site Non-engaged visitors probably will NOT become eventual customers Engaged visitors who happen to not convert could be in an earlier stage of the conversion funnel / sales cycle SEM Tip Use Adword’s “Search Funnels” reporting for deeper analysis of your conversion funnel.
Segmentation – Engaged Visitors Lower than Avg. Ecommerce Rate Higher than Avg. User Engagement
Segmentation – Engaged Visitors Engaged visitors exhibit a likelihood of returning as branded or direct traffic.
Branded Keywords vs. Non-Branded TIP Add utm_nooverride=1 to destination URLs to track back the branded click to the original source. Example: www.hertz.com?utm_nooverride=1
Segmentation Non-Branded vs. Branded Keywords *In my experience. Will differ depending upon scenario
Segmentation – GWO Example Site wide – No clear winner. Higher Conversion Rate, but lower per visit value. Numbers were close. After segmentation, we reveal a >25% improvement in conversion rate and per visit value. (Customer service was making purchases from Israel)
Review + Takeaways Choose goals wisely – consider conversion process. Use horizontal funnels. Properly configure goals / look for tracking issues (example: self-referrals) Branded & Direct Traffic - likelihood of being in a later stage of the conversion process / sales cycle. Non-engaged visitors likely won’t make an impact down the line. Engaged visitors could return as branded or direct traffic. Segment, Segment, Segment! -> By Source/Medium, Geo-Location, Engagement, Keywords, Custom Variables, etc.