Analytics Conversion Tracking & Segmentation

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

Set Up Funnels:

Check for Self-Referrals:
TIP
www.sitescanga.com

Know Your Channels & Keywords:

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.

Lower than Avg.
Ecommerce Rate
Higher than Avg.
User Engagement

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

Branded Keywords vs. Non-Branded

ORIGINAL
Variation

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.

Contact Info:Yehoshua Corenwww.analytics-ninja.comninja@analytics-ninja.comGoogle Talk: @analyticsninjaPhone:+972 (0)54-659-9420Phone:+1 315-646-5294

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Analytics Conversion Tracking & Segmentation

by Yehoshua Coren on Jan 12, 2011

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