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About Analytics NinjaFounded 2010Web Analytics = <3Twitter  @analyticsninjaOnline Marketing Philosophy –Web Analytics is ...
About Analytics NinjaLoves working with fun businesses
Goals• Goals are things youwant someone to do onyour website.• Usually a sale, leadgeneration formsubmission, newsletter s...
GoalsThe simplest type of goal is a pageview.This means that a visitor viewed a particularpage, most commonly the “thank y...
How to set up a funnel              • 1st, Learn some Basic                RegEx (really)              • Choose URL Destin...
Funnel   Visualization      ReportExit is from furthest place  reached in the funnel                  @analyticsninja
Better than Funnel Visualization Report                                 @analyticsninja
Also Better Than GA Funnel Visualization                                 @analyticsninja
Micro Conversions / Other Goals• Steps along the conversion path such as view  of category page, product page, add to cart...
How to set up Page Depth & Time on Site Goals                                                @analyticsninja
How to choose Page Depth & Time on Site Goals
Goal & Funnel Segmentation                             @analyticsninja
Goal & Funnel Segmentation - BROWSER                                       @analyticsninja
Goal & Funnel Segmentation – Screen Resolution                                             @analyticsninja
Goals & Funnels•   Category Pages•   Product Pages•   Page Depth greater than X•   Time on Site greater than X•   Each che...
Segments:• Segment by each of bullet points on previous slide• Browser (identify browser compatibility issues)• Screen Res...
Additional “Must Have” Segments•    Bounced visits                •   Social Media•    Site Search                   •   N...
Challenge - Pan Session Analysis                             @analyticsninja
Challenge - Pan Session Analysis                             @analyticsninja
Pan Session Analysis                       @analyticsninja
Pan Session Analysis                       @analyticsninja
Use Multi Channel Funnels                            @analyticsninja
Use Multi Channel Funnels                            @analyticsninja
Put them together                    @analyticsninja
One of my favorite Conversion Segments                                 @analyticsninja
One of my favorite Conversion Segments                                 @analyticsninja
A Note about Direct Traffic• Direct Traffic in Multi Channel Funnels is  treated differently than in standard reports.• In...
Summary• Set up goals to report on business objectives and key user  behaviors on your site.• Segment, Segment, Segment!!•...
Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com                        ...
SMX Israel 2013 - Analytics Presentation - Segmentation & Goals
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SMX Israel 2013 - Analytics Presentation - Segmentation & Goals

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SMX Israel 2013 - Analytics Presentation - Segmentation & Goals

  1. 1. About Analytics NinjaFounded 2010Web Analytics = <3Twitter  @analyticsninjaOnline Marketing Philosophy –Web Analytics is the keystoneof any successful online marketing
  2. 2. About Analytics NinjaLoves working with fun businesses
  3. 3. Goals• Goals are things youwant someone to do onyour website.• Usually a sale, leadgeneration formsubmission, newsletter signup, or the like.Helps answer question posed during planningstage, “how do I measure impact on my business?” @analyticsninja
  4. 4. GoalsThe simplest type of goal is a pageview.This means that a visitor viewed a particularpage, most commonly the “thank you” page ofsome sort of lead generation form or onlinecheckout.This is known as a macro-conversion @analyticsninja
  5. 5. How to set up a funnel • 1st, Learn some Basic RegEx (really) • Choose URL Destination • Goal URL is the url that each step in the funnel is leading up to. • Don’t include the Goal URL in your funnel steps • Include a goal value in most cases. @analyticsninja
  6. 6. Funnel Visualization ReportExit is from furthest place reached in the funnel @analyticsninja
  7. 7. Better than Funnel Visualization Report @analyticsninja
  8. 8. Also Better Than GA Funnel Visualization @analyticsninja
  9. 9. Micro Conversions / Other Goals• Steps along the conversion path such as view of category page, product page, add to cart.• Engagement Metrics such as Page Depth or Time on Site• Touch points such as newsletter signups, free site registrations, live chats, whitepaper downloads, contact us page. @analyticsninja
  10. 10. How to set up Page Depth & Time on Site Goals @analyticsninja
  11. 11. How to choose Page Depth & Time on Site Goals
  12. 12. Goal & Funnel Segmentation @analyticsninja
  13. 13. Goal & Funnel Segmentation - BROWSER @analyticsninja
  14. 14. Goal & Funnel Segmentation – Screen Resolution @analyticsninja
  15. 15. Goals & Funnels• Category Pages• Product Pages• Page Depth greater than X• Time on Site greater than X• Each checkout step (for ecommerce)• Other touch points (contact us forms, newsletter signups, live chat, downloads). @analyticsninja
  16. 16. Segments:• Segment by each of bullet points on previous slide• Browser (identify browser compatibility issues)• Screen Resolution (not all of your prospects have that beautiful 27” screen you have). @analyticsninja
  17. 17. Additional “Must Have” Segments• Bounced visits • Social Media• Site Search • No Site Search & 4+ pages• Branded Keywords • Non Branded Keywords• Mobile devices • Non-Mobile• New Visitors • Returning Visitors / High Count of visit Example: Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors @analyticsninja
  18. 18. Challenge - Pan Session Analysis @analyticsninja
  19. 19. Challenge - Pan Session Analysis @analyticsninja
  20. 20. Pan Session Analysis @analyticsninja
  21. 21. Pan Session Analysis @analyticsninja
  22. 22. Use Multi Channel Funnels @analyticsninja
  23. 23. Use Multi Channel Funnels @analyticsninja
  24. 24. Put them together @analyticsninja
  25. 25. One of my favorite Conversion Segments @analyticsninja
  26. 26. One of my favorite Conversion Segments @analyticsninja
  27. 27. A Note about Direct Traffic• Direct Traffic in Multi Channel Funnels is treated differently than in standard reports.• In standard reports, the last campaign touch will remain the source of traffic for 6 months (by default)• In Multi Channel Funnels, any “direct visit” will be counted as direct.http://online-behavior.com/analytics/multi-channel-funnels @analyticsninja
  28. 28. Summary• Set up goals to report on business objectives and key user behaviors on your site.• Segment, Segment, Segment!!• Use Multi-Channel Funnels for a more accurate view of user behavior on your site.• Be a ninja
  29. 29. Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com @ analyticsninja

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