Five tips in ten minutes


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Five tips on practical applications of web analytics that can be applied with any web analytics tool

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Five tips in ten minutes

  1. 1. Five Tips in Ten Minutes<br />Conversion Thursday London<br />13th Oct 2011<br />
  2. 2. L3 Analytics<br />L3 Analytics is a web analytics consultancy<br />The focus is on simplifying web analytics for companies<br />And on using the data to improve business performance<br />I am not a salesperson so lets get onto the real stuff<br />But I am an analyst so one thing first...<br />KPI – people who get at least one useful tip<br />Target – three quarters of the room<br />13th Oct 2011<br />Page 2<br />
  3. 3. Tip #1 – Social Media Tracking <br />There are four types of Social Media traffic<br />Make sure you identify them all uniquely<br />Paid marketing on social networks<br />Use web analytics campaign tracking<br />Content posted on social networks<br />Use web analytics campaign tracking<br />Links generated through visitors clicking on buttons to share your content e.g.<br />Incorporate web analytics campaign tracking in the URLs generated<br />Links posted on social networks by 3rd parties<br />Group domains under a new channel name through Marketing Channels if using SiteCatalyst or profile filters if using GA<br />See<br />13th Oct 2011<br />Page 3<br />
  4. 4. Tip #2 – Campaign Tracking Tools<br />Staying on the topic of campaign tracking with web analytics tools<br />DO IT!!!<br />Provides you with a single view of all traffic sources to your website<br />Allows you to view behaviour of visitors from different campaigns<br />Requires adding campaign parameters to landing page URL<br />I have created Excel tools that help<br />GA tools are live & SiteCatalyst should be tomorrow<br />All tools simply require you to enter campaign link details and press the button<br />Campaign details being URL, channel, campaign and other meta data<br />See<br />OR<br />13th Oct 2011<br />Page 4<br />
  5. 5. GA Social Media URL Builder<br />13th Oct 2011<br />Page 5<br />
  6. 6. Other GA Campaign URL Builders<br />13th Oct 2011<br />Page 6<br />
  7. 7. SiteCatalyst Campaign URL Builder<br />Define channels and meta data<br />One worksheet per channel<br />Extract complete set of data to upload via SAINT<br />13th Oct 2011<br />Page 7<br />
  8. 8. Tip #3 – Track Repeat Customers<br />The behaviour of repeat customers is very different from new customers<br />Therefore segment reports based on customer type<br />BUT you can’t rely on cookies<br />Solution => extract information on previous purchase behaviour at point when visitors login <br />Whether creating account, logging in within or outside checkout process, or arriving on the website with a persistent login<br />This won’t work for customers who guest checkout<br />Extract the number of previous purchases & total purchase value<br />Record this data in an event in GA or an eVar in SiteCatalyst<br />Segment away...<br />See<br />13th Oct 2011<br />Page 8<br />
  9. 9. Tip #4 – First Invest in Resources<br />We now have another expensive Web Analytics tool in the market<br />Companies are investing big sums in their web analytics tools<br />I have a simple rule for you<br />Do not spend £50k+ on a web analytics tool if you haven’t got at least two full time internal web analysts<br />You will get more value from hiring more people<br />Use a free or cheaper tool in the meantime – when there are questions which can’t be answered by that tool, then upgrade<br />A more expensive tool won’t provide the answers alone without the craftspeople who know how to use it<br />13th Oct 2011<br />Page 9<br />
  10. 10. Tip #5 – My Favourite Report<br />This data should be available through any web analytics tool <br />I can get it (nearly) via a standard report in GA<br />It is Traffic Sources vs Entry Points with metrics of % Entries and Bounce Rate<br />Must have content grouped using profile filters in GA or s.propin SiteCatalyst<br />This can be site sections, page types or something else relevant<br />Can extend the analysis with engagement metrics or conversion rates<br />Makes it easy to <br />identify problem areas (high Bounce Rate) <br />an indication of scale of problem (high % Entries) <br />at multiple levels<br />= actionable insights!!<br />13th Oct 2011<br />Page 10<br />
  11. 11. Setting up the report in GA<br />Use your Content Grouping Profile<br />Select Landing Pages report<br />Select the Pivot visualisation<br />Change the pivot dimension to Medium<br />Add a second pivot metric of Bounce Rate<br />Extract insights...<br />13th Oct 2011<br />Page 11<br />
  12. 12. Using the data in Excel<br />13th Oct 2011<br />Page 12<br />
  13. 13. Thank You<br />For more tips...<br /><br />@peter_oneill<br />13th Oct 2011<br />Page 13<br />