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Web Analytics Interaction 2009


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Presentation used for a discussion on Web Analytics at the Interaction 2009 event.

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Web Analytics Interaction 2009

  1. 1. Google Analytics & A/B Testing <ul><li>Andy Halko, CEO </li></ul><ul><li>Insivia Marketing & Interactive Web Design </li></ul><ul><li> </li></ul>
  2. 2. Conversion Rate = Number of Visitors Who Reach Goal Total Number of Visitors X 100 <ul><li>Conversion Goals: </li></ul><ul><li>Phone Call </li></ul><ul><li>Store Visit </li></ul><ul><li>Online Purchase </li></ul><ul><li>Newsletter Sign-Up </li></ul><ul><li>Registration </li></ul><ul><li>Ad Clicks </li></ul><ul><li>Contact Form </li></ul><ul><li>Resume Submit </li></ul><ul><li>Etc... </li></ul>Our Baseline <ul><li>What we track </li></ul><ul><li>Bounce Rates </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Popular Content </li></ul><ul><li>Exit Rates </li></ul><ul><li>Abandon Destinations </li></ul><ul><li>Search Phrases </li></ul><ul><li>Campaign Paths </li></ul><ul><li>Visit Length </li></ul><ul><li>Mouse Movement & Click Locations </li></ul>
  3. 3. Analytics to elements Bounce Rates Overall aesthetics, source to destination content targeting Abandon Destinations Providing the right information at the right time, messaging Campaign Paths Clear or on-page actions Mouse movement and layout overlays Visual elements and layouts Exit pages Lack of information, persuasion or actions
  4. 4. Goals Create goals for all major actions with detailed funnels to understand abandonment.
  5. 5. Google Analytics
  6. 6. CrazyEgg Get a heat map of specifically where people are clicking on your pages. Go further by filtering your heatmap based on source, search term, location and more.
  7. 7. Clicky Segmentation focused on real-time and specific visitor paths. Includes twitter monitoring tools.
  8. 8. Mobile A lot of Mobile Analytics solutions have sprung up in past year or so. Mobile specific analytics assist in taking into consideration platforms and typical usage patterns. Admob Amethon Bango Coremetrics DeckStats mobileStats Mobilytics Motally Nedstat Omniture Tigtags XiTi
  9. 9. Other Useful Tools Track links distributed via social media and other campaigns Various information about competitors, related information and more
  10. 10. A/B & Multivariate Testing
  11. 11. Choosing what to test. Create two versions of a single page. Choose a page that you want to really understand how you can effect conversion compared to your goals. Landing Pages Test landing pages to determine what look, layout and messaging will get people to move past the decision stage and further into your site. Product Pages Try more in depth pages that contain your specific calls to action such as a product page on an e-commerce site or even a service page that asks a visitor to contact. Conversion Processes Have a registration or cart page. Tweak the number of required fields or the instructions to determine what elicits more action.
  12. 12. How should we test? Two different page versions, what should change? Well, it depends what you are looking to evaluate. But try to determine a goal for the test. Is it a color scheme, the message, the layout, the position of actions or navigation? Promotional Text Use your promotional text to determine whether less or more text works better for your site, and whether one aspect of your product or service has a bigger impact on conversions. For example, if you were selling a phone, you might highlight the value of talking to your loved ones for hours versus the value of call waiting and battery life features. Actions Use your call to action to try different buttons, images, or encouraging text. You can play with small alterations to your wording, such as &quot;Free sign-up&quot; or &quot;Quick Sign-up&quot;. Headlines Test different pitches and see how highlighting different benefits of your product or business affects your results. e.g., an insurance company could test two headlines: &quot;We work with all the major insurance companies so you don't have to,&quot; and &quot;You are 45 seconds away from saving $300 (on average).&quot; Images Find out whether your users respond better to graphics or photos, personal or product-focused. Layout Would your actions be better at the top or the bottom of the page? Where should content be?
  13. 13. <ul><li>Andy Halko, CEO </li></ul><ul><li>Insivia Marketing & Interactive Web Design </li></ul><ul><li> </li></ul>Questions