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Analítica Web para Blogs

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Cómo sacar el máximo partido a la analítica web de un blog. Pasar de los datos al conocimiento. Ponencia de Gemma Muñoz en EBE 2012

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Analítica Web para Blogs

  1. 1. Analítica web: Las personas mienten, las pruebas no. #EBE12 Gemma Muñoz Cofounder y Web Analytics Director Mind Your Analytics! @Sorprendida
  2. 2. ¿Quien soy?www.elartedemedir.comwww.mindyouranalytics.com @sorprendida
  3. 3. La analítica web es el resultado de analizar laactividad con el objetivo de enfocar acciones a resultados
  4. 4. Cantidad, Calidad de la fuentes de visita, contenido, origen, CAPTACIÓN ACTIVACIÓN diseño, usabilidad, evaluación de esfuerzos AUMENTAR persuabilidad ADQUISICIÓN OPTIMIZACIÓN DE TRÁFICO DEL SITIO WEB MEJORAR INCREMENTAR Reconversión, Transacciones, RENDIMIENTO LA FIDELIZACIÓN frecuencia deingresos, objetivos CANAL ONLINE visitas, cumplidos, recomendaciones identificar CONVERS ÓN RETENCIÓN oportunidades
  5. 5. Objetivos La clave de nuestra estrategia será conocer los objetivos de la web: Orientados al Negocio Orientados al Cliente •  Bajar costes •  Fidelidad •  Aumentar beneficios •  Satisfacción
  6. 6. ¿Quién es el analista web y qué hace?
  7. 7. LA ESCENA DEL CRIMEN LA WEB
  8. 8. RECOGER PRUEBAS DATOS
  9. 9. ESTUDIARLAS Y UNIRLAS INFORMACIÓN
  10. 10. RESOLVER EL CRIMEN
  11. 11. ¿Qué vamos a hacer hoy?Puesta a punto de mi blog: Máximo Rendimiento
  12. 12. CLICK CLICK MI BLOG
  13. 13. ¿Cómo lo hago? IMPLEMENTARGoogle Analytics MEDIR APRENDER 1 2 3 4 5 PERSONALIZAR ANALIZAR Google Analytics
  14. 14. 1. Implementar Herramienta http://support.google.com/analytics/bin/answer.py?hl=es&answer=1008080
  15. 15. 2. Personalizar Herramienta 2.1. Tasa de ReboteHay que insertar el código en la página del sitio webdespués de la última instrucción _gaq.push: setTimeout(_gaq.push([_trackEvent, NoBounce, Over 40 seconds]),40000);
  16. 16. 2.2. Objetivo: Interés en mi contacto
  17. 17. 2.2. Objetivo: Click en algún sitio del site
  18. 18. 3. ¡Empezamos a medir! DATOS TRÁFICO
  19. 19. Sin olvidar los objetivosDATOS CONVERSIÓN
  20. 20. 4. Analizar los datosSi hemos escrito 3 artículos en el periodo ¿cuál ha funcionado mejor?
  21. 21. ¿De qué trataba cada uno de ellos? Dashboards Redes Sociales Métricas Básicas
  22. 22. Segmentamos por páginaINFORMACIÓN
  23. 23. ¿Y mis objetivos? Entraron 180.000 visitas a leer mi blog y 29.947cumplieron mis objetivos… Mi tasa de conversión será: 29.947 objetivos cumplidos / 100.000 visitas = 30% Pero… ¿Qué artículo funciona mejor de cara a los objetivos?
  24. 24. ¿Qué hace Google Analytics? Págs Vistas Objetivos Tasa Conv 22.203 15.897 71% 43.486 2.218 5,1% 19.334 11.832 61%
  25. 25. ¿Por qué es tan importante el valor?Valor de la página = (valor objetivo * conversiones) / páginas vistas (10 * 15.897) / 22.203 (10 * 2.218) / 43.486 (10 * 11.832) / 19.334
  26. 26. ¿Cuánto me ha generado cada artículo? 7,16€ 0,51€ 6,12€
  27. 27. El valor de la página me da…CONOCIMIENTO
  28. 28. 5. AprenderEscribir sobre Redes Sociales me aporta captación pero… escribir sobre Métricas Básicas y Dashboards me hace cumplir mis objetivos
  29. 29. ¡Bonus #1!Segmentar por Objetivo
  30. 30. ¡Bonus #2!Segmentar por Fuente
  31. 31. 5. Bonus Aprender •  Escribir sobre Métricas Básicas es lo que mejor funciona para cumplir mi objetivo de CONTACTO •  Desde el punto de vista de cumplimiento de objetivos, me funciona mejor mi público de FACEBOOK Bienvenidos al conocimiento
  32. 32. Las personas mienten. Las pruebas, no." " " " " " " " " ¡GRACIAS! @Sorprendida gemma@mindyouranalytics.com www.mindyouranalytics.com

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