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Uxpa2015 google analytics

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Within Google Analytics lies a treasure trove of information to start improving the User Experience on your website or app. Which pages are successful? What kinds of users have issues? The list of valuable questions that can be answered is virtually endless.

But that's just the problem! The massive amount of data and number of reports within GA can be overwhelming. How do you find the information that helps you the most and get it easily?

In this session, we’ll cover 6 specific uses of Google Analytics that you can implement right away to obtain useful information efficiently. By the end of the session, you'll have specific examples of techniques to leverage Google Analytics and improve your UX. This session will help both novice GA users, and intermediate users who look at different reports, but don't feel they get enough actionable analysis from them.

Published in: Data & Analytics
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Uxpa2015 google analytics

  1. 1. Your Most Valuable Marketing Tool: 6 Ways You're Not Using Google Analytics (But Should Be) Tom Bowen, President Web Site Optimizers tbowen@websiteoptimizers.com 214-891-9423 @WSOMarketing www.websiteoptimizers.com
  2. 2. June 24, 2015 About Me Tom Bowen | @WSOMarketing | #UXPA2015 • Founder/CEO of Web Site Optimizers • Formerly Online Product Manager at GTE/Verizon • Helping Organizations Convert More from Their Websites since 1998
  3. 3. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 What sources of traffic to spend the most money on? Which site content should be featured & promoted? Where to focus resources to improve User Experience? How much is a mobile responsive site worth? Where to focus SEO efforts?
  4. 4. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Google Analytics Is Your Most Valuable Marketing Tool Analytics Evangelist Avinash Kaushik Web Analytics is like Angelina Jolie: It’s sexy and it kicks butt.
  5. 5. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015
  6. 6. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Lost in a Sea of Numbers
  7. 7. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Most Common Use: Vanity Metrics Only
  8. 8. Six Things You’re Not Doing With Google Analytics (But Should Be)
  9. 9. Number 1: Setting & Tracking Goals
  10. 10. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 All Websites Have Goals
  11. 11. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Primary Conversions • Place an Order • Fill Out Lead Form • Click an Ad • Sign up for Trial • Phone Call MicroConversions • Request a Catalog • Subscribe to Mailing List • Download White Paper • Locator Search • Print Coupons • Social Share • Book Appointment • Leave a Review • Watch a Video
  12. 12. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Determine the valuable visits from the not-so-valuable ones.
  13. 13. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Set Up Goals in Admin Area
  14. 14. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Goal Setup – Step 2
  15. 15. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Goal Setup – Step 3
  16. 16. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 View Goal Results in Conversions Section
  17. 17. Number 2: Event Tracking
  18. 18. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Google Analytics Is Not Just About Page Views Download a PDF Subscribe to Mailing List Click on an Ad External Social Engagement Featured Story link
  19. 19. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 How Many Times Has Your Modal Popped Up?
  20. 20. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 How Often Does Site Search Show No Results?
  21. 21. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Track Error Messages to Find Trouble Spots
  22. 22. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Add Short JS Code to One Line to Track Events “Classic” Google Analytics: <a href="campguide.pdf" onclick="_gaq.push([_'trackEvent','PDFs', 'Downloads','CampGuide.pdf']);"> <img src="campbanner.jpg" /></a> Google Universal Analytics: <a href="campguide.pdf" onclick="ga('send', 'Event', 'PDFs', 'Downloads','CampGuide.pdf');"> <img src="campbanner.jpg" /></a>
  23. 23. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Event Tracking Parameters Category (Required) – What is being acted upon. Ex: PDFs, Banners, Error Messages, Modals Action (Required) – What actually happened. Ex: Downloaded, Clicked, Displayed, etc. Label (Optional) – Which item on page? Ex: filename, Error Message, “Sign-up” Value (Optional) – Numeric value you assign.
  24. 24. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 View Events in Behavior Section
  25. 25. Number 3: Segmentation
  26. 26. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Your Battleship in the Sea of Data
  27. 27. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Never View Stats in Aggregate
  28. 28. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Segment by Device Type Desktop visits generate about $2.05 per visit. Smartphone (mobile) visits generate about $0.95 per visit. Poor mobile UX costing about $3600 per period in lost revenue.
  29. 29. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Segment by Converters & Non-Converters
  30. 30. June 24, 2015 Careful: Page Depth > Avg; Duration> Avg Troubled: Page Depth > Avg; Duration< Avg Absorbers: Page Depth<Avg; Duration> Avg Unqualified: Page Depth < Avg; Duration< Avg Tom Bowen | @WSOMarketing | #UXPA2015 Customers by Page Depth & Time On Site Source: Brian Massey
  31. 31. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Setting Up Segments In Google Analytics Click inside the Segmentation section of any report
  32. 32. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Many Predefined Segments Out of the Box
  33. 33. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Click “New Segment” to Create Your Own
  34. 34. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Segment Based on User Technology
  35. 35. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Use Most Any Dimension/Metric Tracked
  36. 36. Number 4: Site Search Tracking
  37. 37. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Look Into The Minds Of Your Visitors
  38. 38. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 What Are Your Visitors Searching For? Many visitors looking for info on summer camps, model search (Report: Behavior > Site Search > Search Terms)
  39. 39. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Zero In On Pages Searched From
  40. 40. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Check Search Results for Trouble Terms Advance Filter: Total Unique Searches > 10 Sort on Avg Search Depth and/or Time After Search
  41. 41. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Setting Up Site Search Tracking In Admin Area: Set Up For Each View In View Settings
  42. 42. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Identify the Query Parameter • Search your site for something (analytics) • Look for your search term in the resulting url • Look for the parameter to the left of the search term Example: CNN.com www.cnn.com/search/?text=analytics Example: Typical WordPress Site www.websiteoptimizers.com/blog/?s=analytics&submit=Search
  43. 43. Number 5: Identifying High Potential & High Performing Pages
  44. 44. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Which Pages Are Your Low-Hanging Fruit?
  45. 45. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 You Rank High On Page 2 For These Searches Queries Report with Advanced Filter for “Average Position” set to Greater than 10 (Thanks to Andy Crestodina for this technique).
  46. 46. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 How’d You Do That Again? 1. Report: Acquisition > Search Engine Optimization > Queries (Note: Your Analytics account must be linked to your Webmaster Tools account.) 2. Create an Advanced Filter: Average Position > 10 3. Sort Results By Average Position (Ascending) 4. Identify the Page By Searching for the Phrase
  47. 47. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Which Pages Are Your Top Performing?
  48. 48. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Blog Posts With Most Conversions Report: Conversions > Goals > Reverse Goal Path
  49. 49. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Blog Posts With Most Page Views Report: Behavior > Site Content > All Pages
  50. 50. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Combine Data for Conversion Rate per Post These Are Your Top-Performing Blog Posts! Combine data from two previous reports in Excel.
  51. 51. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Now Go Promote Those Top-Performers! • Promote it regularly in your Social Media activities • Feature the post on your site’s Home page • Link to it in comments you leave on similar posts in other blogs • Link to it from other high-traffic pages on your own site • Consider PPC ads or Promoted Tweets linking to it • Make a video on the subject & post to YouTube, linking back • Send link to Influencers for use in Roundups of Top Posts • Write Guest Posts on subject and link back to the post
  52. 52. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 How’s That Go Again? 1. Report: Conversions > Goals > Reverse Goal Path 2. Create Advanced Filter: Goal Previous Step -1 contains /blog/ 3. Sort by Goal Completions & Export to Excel 4. Report: Behavior > Site Content > All Pages 5. Filter on pages containing only /blog/ 6. Combine with Excel data to calculate Conversion Rate
  53. 53. Number 6: Campaign Tracking
  54. 54. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Be Sure You Can Measure Your Site-Promotional Efforts
  55. 55. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 How Does Campaign Tagging Work? Real Email from World Market Logo links to: http://www.worldmarket.com/ ?utm_medium=email &utm_campaign=wk2_ldbedbath &utm_source=hp Medium: “Delivery Vehicle” for your link (email, social, banner, feed, etc.) Source: Usually the website the link is coming from, or the type of email. Campaign: What promotional campaign is associated with this item. Further differentiation with utm_term and utm_content.
  56. 56. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Without Campaign Tagging… Incoming Traffic Often Gets Attributed to Wrong Bucket • Traffic from Email Marketing often included in Direct or (Other) traffic. • PPC Ads from search engines other than Google can show up in Organic traffic. • Banner ads on others sites will show up as Referral traffic.
  57. 57. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015
  58. 58. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Example: Email Marketing Without Campaign Tagging: • Traffic from the email shows up under “Direct” or “(Other)”. • Rely on metrics from Email Service Provider. • Typically limited to opens & clicks. • No info on conversions or behavior on site.
  59. 59. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Example: Email Marketing With Campaign Tagging, Centralized Campaign Report shows you: • Orders • Revenue • Conversion Rate • Bounce Rate • Session Length • Pages per Session
  60. 60. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Now Create A Segment For That Campaign
  61. 61. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Use The Segment To View By Device Type Use The Segment To Gain More Insights • Did Landing Pages correspond to featured offers in email? • Were products featured in the email the ones that were purchased? • Did users get distracted and go to other pages, or stay focused on the offer?
  62. 62. Review
  63. 63. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 6 Things You’re Not Doing In Google Analytics Setting Up & Tracking Goals Event Tracking Segmentation Site Search Tracking High Potential/High Performing Pages Campaign Link Tagging
  64. 64. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Setting & Tracking Goals in Google Analytics http://goo.gl/hvwShO http://goo.gl/4OvJN5 Event Tracking http://goo.gl/23gZO2 http://goo.gl/9mZmNx Google Analytics Segmentation http://goo.gl/UwO7n6 http://goo.gl/yM84lb Tracking & Analyzing Internal Site Search Data http://goo.gl/iamfF2 http://goo.gl/PgZcGB Google Analytics Campaign Tagging & Analysis http://goo.gl/Y3BpzQ Learn More About These GA Techniques
  65. 65. June 24, 2015 Tom Bowen | @WSOMarketing | #UXPA2015 Download This Presentation http://goo.gl/5bYnWL
  66. 66. Thank You! Tom Bowen, President Web Site Optimizers tbowen@websiteoptimizers.com 214-891-9423 @WSOMarketing www.websiteoptimizers.com

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