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?
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.