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Analytics Conversion Tracking & Segmentation

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Analytics Basics: Conversion Tracking & Segmentation. My presentation from Sphinncon 2011

Analytics Basics: Conversion Tracking & Segmentation. My presentation from Sphinncon 2011


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  • From SphinnCon Session Guide: “If you rank well for a keyword, but you don’t convert on that traffic, then what good is it?” The ability to Measure, Analyze & Optimize your online marketing is fully dependent on Analytics.
  • A “goal” answers the question – what do I want someone to *do* on my site. The action that they person needs to take is the goal (usually defined as a particular page view).
  • A funnel is the steps that one has to take to accomplish the goal.
  • To make sure that your conversion data is accurate – check for self-referrals.If you see that the site which sent your traffic is your OWN DOMAIN, it means you have a problem.
  • Once conversion tracking is properly set up, you’ll be able to see your conversion rate for each traffic source – down to the keyword level.
  • PPC campaigns have a lower than average ecommerce conversion rate.
  • Organic & Shopping engine campaigns have a higher than average conversion rate.Takeaway – FIX what is wrong in the PPC campaigns and / or spend more resources on SEO & shopping engines.
  • Here’s a great tip. Use horizontal funnels. Create individual goals for each stage of the conversion funnel. In this example, Shopping cart is goal 6, Checkout is goal 7….This will show you exactly how far someone gets in the conversion funnel for each traffic source – down to the keyword level.
  • In this example, we see that theadvertiser using content targeting in Google Adwords is getting a lower conversion rate.However, the user engagement for that content targeting is higher than average.This makes sense, as the user who clicked on a content ad was likely more in a “browsing mode” than a “buying mode”
  • In this example, we’re only looking at organic traffic. We see that while the branded traffic accounts for 8.6% of trafficIt brought in 40% of revenue and was more than 3 ½ times more likely to make sale.Takeaways – don’t discount the impact of engaged visitors who don’t convert.Also, don’t over estimate the impact of your SEO – just because it brought in 13K in one month, a large chunk of that came from branded keywords.
  • For this client, we tested a product page – ran an A/B split test.Which design had a higher conversion rate?
  • Transcript

    • 1. Web Analytics BasicsConversion Tracking &Segmentation
    • 2. 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.
    • 3. 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
    • 4. Get Accurate Conversion Data
      Set Up Funnels:
    • 5. Get Accurate Conversion Data
      Check for Self-Referrals:
      TIP
      www.sitescanga.com
    • 6. Know Your Channels & Keywords:
    • 7. Know Your Channels & Keywords:
    • 8. Know Your Channels & Keywords:
    • 9. Funnel Segmentation TIP
      Horizontal Funnel
      http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
    • 10. Funnel Segmentation using Advanced Segments
      http://www.analytics-ninja.com/blog/2009/08/advanced-segments-to-track-conversion-funnels.html
    • 11. Segmentation –> TIP
      Create Engagement Goals & Advanced Segments
    • 12. 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.
    • 13. Segmentation – Engaged Visitors
      Lower than Avg.
      Ecommerce Rate
      Higher than Avg.
      User Engagement
    • 14. Segmentation – Engaged Visitors
      Engaged visitors exhibit a likelihood of returning as branded or direct traffic.
    • 15. 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
    • 16. Segmentation
      Non-Branded vs. Branded Keywords
      *In my experience. Will differ depending upon scenario
    • 17. Branded Keywords vs. Non-Branded
    • 18. ORIGINAL
      Variation
    • 19. 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)
    • 20. 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.
    • 21. Contact Info:Yehoshua Corenwww.analytics-ninja.comninja@analytics-ninja.comGoogle Talk: @analyticsninjaPhone:+972 (0)54-659-9420Phone:+1 315-646-5294