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5 Web Design Decisions that Cause Big Analytics Problems

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Andy Crestodina, Co-Founder of Orbit Media, has been driving results with Google Analytics for 17 years.

In this presentation, Andy details five web design decisions that can cause problems with analytics. Andy highlights why they cause problems, and what you can do about it.

Are you committing any of these seemingly innocent mistakes on your site? Fixing these issues will give you the visibility you need to manage your websites.

Published in: Marketing
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5 Web Design Decisions that Cause Big Analytics Problems

  1. 1. @crestodina #DNNevent
  2. 2. @crestodina #DNNevent Does your site work with or against your Analytics?
  3. 3. How Google Analytics Works Javascript and Cookies
  4. 4. @crestodina #DNNevent How Google Analytics works
  5. 5. @crestodina #DNNevent How Google Analytics works
  6. 6. @crestodina #DNNevent How Google Analytics works
  7. 7. @crestodina #DNNevent How Google Analytics works
  8. 8. @crestodina #DNNevent How Google Analytics works
  9. 9. @crestodina #DNNevent 1. No cookie? No data 2. JavaScript disabled? No data 3. Time on page? Or time on tab? 4. Same device, different user 5. Same user, different device / browser When Analytics doesn’t work
  10. 10. @crestodina #DNNevent@crestodina • #CMWorld URL problems...
  11. 11. @crestodina #DNNevent URL problems...
  12. 12. @crestodina #DNNevent URL problems...
  13. 13. @crestodina #DNNevent URL problems...
  14. 14. @crestodina #DNNevent The click doesn’t count! @crestodina Carousel / slideshow advancing Anchor/jump links Rollover content Dropdowns expanding Offsite links / social media buttons Social sharing buttons Video plays Livechat interactions Embedded map interactions Tabs Filters Scrolling Comment / review submission Mailto: links PDF, PPT, Word downloads Lightbox interactions
  15. 15. @crestodina #DNNevent Products, Services and Pages
  16. 16. @crestodina #DNNevent
  17. 17. @crestodina #DNNevent Many services listed on one page...
  18. 18. @crestodina #DNNevent
  19. 19. @crestodina #DNNevent The high ranking pages are not home pages...
  20. 20. @crestodina #DNNevent Google doesn’t rank websites. Google ranks web pages.
  21. 21. @crestodina #DNNevent Acquisition > Search Engine Optimization > Landing Pages
  22. 22. @crestodina #DNNevent Acquisition > Search Engine Optimization > Landing Pages
  23. 23. @crestodina #DNNevent
  24. 24. @crestodina #DNNevent
  25. 25. @crestodina #DNNevent The problem with multi-topic pages...
  26. 26. @crestodina #DNNevent Analytics blind spot!
  27. 27. @crestodina #DNNevent Behavior > Site Content > All Pages
  28. 28. @crestodina #DNNevent Behavior > Site Content > All Pages
  29. 29. @crestodina #DNNevent Thank You Pages vs. Messages
  30. 30. @crestodina #DNNevent 1. Leads 2. Subscribers 3. Ecommerce Customers 4. Event Registrants 5. Donors 5 types of conversions... #winning
  31. 31. Thank you messages ...not good for Analytics
  32. 32. @crestodina #DNNevent
  33. 33. @crestodina #DNNevent Email links ...not good for Analytics
  34. 34. @crestodina #DNNevent
  35. 35. @crestodina #DNNevent Thank you! Forms / thank you pages ...perfect for Analytics
  36. 36. The Goals report
  37. 37. Setting up goals is easy ...if there are thank you pages
  38. 38. Admin > View > Goals
  39. 39. Admin > View > Goals
  40. 40. Admin > View > Goals
  41. 41. Admin > View > Goals
  42. 42. Admin > View > Goals
  43. 43. Conversions > Goals > Funnel Visualization
  44. 44. Where you visitors are coming from
  45. 45. The Channels report ...with conversion rates
  46. 46. The Channels report ...with conversion rates
  47. 47. Social channel conversions!
  48. 48. @crestodina #DNNevent What about event tracking? That’ll work, right?
  49. 49. @crestodina #DNNevent Remember those “non-pageview” interactions? ...they are trackable
  50. 50. @crestodina #DNNevent
  51. 51. 41.4% of top marketing sites use Google Tag Manager source: Orbit Media
  52. 52. @crestodina #DNNevent ...so let’s use thank you pages ...because that was kinda rough.
  53. 53. @crestodina #DNNevent Another reason to have a thank you page...
  54. 54. @crestodina #DNNevent Thank you!
  55. 55. @crestodina #DNNevent Good Bye.
  56. 56. @crestodina #DNNevent Thank you!
  57. 57. @crestodina #DNNevent Subscribers from ‘Thank You’ page
  58. 58. @crestodina #DNNevent 1. They see a Thank You page (additional messaging) 2. They get an auto-response email 3. Sends an email notification to you 4. Saves to database or CRM 5. Records as a conversion in Analytics 5 Things that happen when visitors submit...
  59. 59. @crestodina #DNNevent Which posts inspire action?
  60. 60. Behavior > Site Content > All Pages
  61. 61. Behavior > Site Content > All Pages (filtered)
  62. 62. Behavior > Site Content > All Pages (filtered)
  63. 63. Conversions > Goals > Reverse Goal Path
  64. 64. Conversions > Goals > Reverse Goal Path
  65. 65. Conversions > Goals> Reverse Goal Path > Subscribers
  66. 66. Conversions > Goals> Reverse Goal Path > Subscribers
  67. 67. Conversions > Goals> Reverse Goal Path > Subscribers
  68. 68. Conversions > Goals> Reverse Goal Path > Subscribers
  69. 69. Conversions > Goals> Reverse Goal Path > Subscribers
  70. 70. Conversions > Goals> Reverse Goal Path > Subscribers
  71. 71. Conversions > Goals> Reverse Goal Path > Subscribers
  72. 72. Behavior > Site Content > All Pages
  73. 73. @crestodina #DNNevent Pageviews Per Blog Post
  74. 74. @crestodina #DNNevent Subscribers Per Blog Post
  75. 75. @crestodina #DNNevent Conversion Rate Per Blog Post!
  76. 76. @crestodina #DNNevent Conversion Rate Per Blog Post
  77. 77. @crestodina #DNNevent
  78. 78. @crestodina #DNNevent
  79. 79. @crestodina #DNNevent
  80. 80. @crestodina #DNNevent
  81. 81. @crestodina #DNNevent How to Find and Promote Your Top Converting Posts 1. Setup the report using Klipfolio (here) 2. Find the top converting posts 3. Drive traffic to these posts, through social, email, internal linking, ads, etc. 4. Publish more content on these topics!
  82. 82. @crestodina #DNNevent Subdomains... where’s your blog?
  83. 83. @crestodina #DNNevent Domain Strategy: Where to blog?
  84. 84. @crestodina #DNNevent Domain Strategy: Where to blog?
  85. 85. @crestodina #DNNevent ...good Domain Strategy: Where to blog?
  86. 86. @crestodina #DNNevent Domain Strategy: Where to blog?
  87. 87. @crestodina #DNNevent Domain Strategy: Where to blog?
  88. 88. @crestodina #DNNevent ...better! Domain Strategy: Where to blog?
  89. 89. @crestodina #DNNevent Domain Strategy: Where to blog?
  90. 90. @crestodina #DNNevent Domain Strategy: Where to blog?
  91. 91. @crestodina #DNNevent ...bad Domain Strategy: Where to blog?
  92. 92. @crestodina #DNNevent
  93. 93. @crestodina #DNNevent
  94. 94. @crestodina #DNNevent
  95. 95. @crestodina #DNNevent Which posts are the most engaging?
  96. 96. Behavior > Site Content > All Pages
  97. 97. Behavior > Site Content > All Pages
  98. 98. Behavior > Site Content > All Pages
  99. 99. Behavior > Site Content > All Pages
  100. 100. Behavior > Site Content > All Pages
  101. 101. Behavior > Site Content > All Pages
  102. 102. @crestodina #DNNevent Find the posts and topics that readers love most 1. Publish more content on the popular topics. 2. Do more to promote the low-traffic, high value posts.
  103. 103. @crestodina #DNNevent URL Structure Best Practices 1. Short 2. Few slashes 3. Includes target phrase
  104. 104. @crestodina #DNNevent Tracking subdomain traffic Where are the subdomain.website.com visitors??
  105. 105. @crestodina #DNNevent blog.website.com 110
  106. 106. @crestodina #DNNevent Characters designed by Skydesign – freepic.com Default... two visitors, three visits visit one visit two visit three website.com blog.website.com website.com
  107. 107. @crestodina #DNNevent Characters designed by Skydesign – freepic.com Ideal... one visitor, one visit! visit one visit one visit one website.com blog.website.com website.com 112
  108. 108. @crestodina #DNNevent 1. Make sure you’re using Universal Analytics 2. Make full URLs visible in GA 3. Set referral exclusion in GA 4. Set Cookie Domain to Auto in GTM Setting up subdomain tracking 113
  109. 109. @crestodina #DNNevent 114
  110. 110. @crestodina #DNNevent 115
  111. 111. @crestodina #DNNevent 116
  112. 112. @crestodina #DNNevent 117
  113. 113. @crestodina #DNNevent 118
  114. 114. @crestodina #DNNevent 119
  115. 115. @crestodina #DNNevent 120
  116. 116. @crestodina #DNNevent 121
  117. 117. @crestodina #DNNevent 122
  118. 118. @crestodina #DNNevent 123
  119. 119. @crestodina #DNNevent
  120. 120. @crestodina #DNNevent 125
  121. 121. @crestodina #DNNevent
  122. 122. @crestodina #DNNevent
  123. 123. @crestodina #DNNevent
  124. 124. @crestodina #DNNevent
  125. 125. @crestodina #DNNevent Setting Cookie Domain to Auto
  126. 126. @crestodina #DNNevent
  127. 127. @crestodina #DNNevent
  128. 128. @crestodina #DNNevent One visitor. One visit! Characters designed by Skydesign – freepic.com visit one visit one visit one website.com blog.website.com website.com 133
  129. 129. @crestodina #DNNevent Site Search
  130. 130. @crestodina #DNNevent
  131. 131. @crestodina #DNNevent What are people looking for on our site?
  132. 132. See what they’re looking for!
  133. 133. Secondary Dimensions Add more data to any report!
  134. 134. @crestodina #DNNevent 1. Search for each phrase yourself. Find it? 2. Your page isn’t ranking? Optimize it! 3. You don’t have a page? Create it! 4. Adjust your navigation to help visitors find things faster 4 Tips from the Search Terms report
  135. 135. @crestodina #DNNevent Conversions on 3rd Party Websites
  136. 136. @crestodina #DNNevent Third Party Conversions website.com mycart.com website.com 165
  137. 137. @crestodina #DNNevent Default... two visitors, three visits Characters designed by Skydesign – freepic.com visit one visit two visit three website.com website.commycart.com 166
  138. 138. @crestodina #DNNevent Characters designed by Skydesign – freepic.com visit one visit one visit one website.com website.commycart.com 167 With cross domain tracking... one visitor, one visit
  139. 139. @crestodina #DNNevent 1. Make full URLs visible (GA) 2. Set Cookie Domain to Auto (GTM) 3. Allow Linker set to “true” (GTM) 4. Auto Link domains (GTM) 5. Add mycart.com to your referral exclusion list (GA) Setting up cross domain tracking 168
  140. 140. @crestodina #DNNevent
  141. 141. @crestodina #DNNevent
  142. 142. @crestodina #DNNevent
  143. 143. @crestodina #DNNevent
  144. 144. @crestodina #DNNevent
  145. 145. @crestodina #DNNevent Now we’re passing visitor info to the 3rd party site... (client ID, timestamp and browser metadata)
  146. 146. @crestodina #DNNevent
  147. 147. @crestodina #DNNevent
  148. 148. @crestodina #DNNevent
  149. 149. @crestodina #DNNevent
  150. 150. For the next step... You’ll need to follow the instructions for adding a bit of code to the 3rd party site.
  151. 151. @crestodina #DNNevent
  152. 152. @crestodina #DNNevent
  153. 153. @crestodina #DNNevent
  154. 154. @crestodina #DNNevent Data-Driven Empathy
  155. 155. @crestodina #DNNevent Google Analytics Reporting
  156. 156. @crestodina #DNNevent Google Analytics Analysis
  157. 157. @crestodina #DNNevent Google Analytics Analysis
  158. 158. @crestodina #DNNevent @contentverve
  159. 159. @crestodina #DNNevent @contentverve
  160. 160. @crestodina #DNNevent @contentverve
  161. 161. @crestodina #DNNevent
  162. 162. @crestodina #DNNevent THANK YOU! Andy Crestodina Strategic Director @crestodina bitly.com/contentchem

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