But we have to move past this to find actionable data.
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
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Rebecca Rosie Gideon Brittany
The most effective way to use analytics:
find the answer to a question.
Example #1: A CPG Manufacturer
Web traffic increases, but sales don’t.
• Identify a signal of intent to buy.
• Measure increase in that signal.
• Discover that only 35% of visitors have
• This is a distribution, not a marketing
Example #2: B2B E-Commerce
Looks like bing brings big
Should we optimize for bing?
• Looking at big spenders shows a lot
of bing users.
• Looking at bing, not big spenders,
doesn’t show higher conversion rates
or purchases overall.
• Visits from corporate centers are
followed by purchases by vendors in
the same city.
• It’s not bing, it’s the corporation.
Executive office of the president:
Unique Visitors: 12
Unique Visitors: 23
Unique Visitors: 70
Example #3: Thought Leader
Are we influencing people, or
just getting traffic?
How do we know?
We can say confidently: this is not typical.
With no question, we often just look for good news.
1.Come up with a question – something you’d like to know
about your website.
2.As we look at reports, decide which reports might give you
What’s Your Question?
There are 4 primary reports and
each has a lot of sub-reports
Miles, Jorge, Lucy, and Svetlana visited www.example.com. Each of the men
visited twice and looked at three pages each time, while each of the women
visited three times and looked at one page each time. Svetlana looked at the
same page each time, while Lucy looked at a different page on each visit.
How many Pageviews did www.example.com receive?
• Identify a customer behavior.
• Identify an online action that
shows the behavior or a sign of
• Make sure your website offers a
way to track the behavior:
• A URL visited
• A length of time on site.
• An item downloaded.
• Set up a goal in Google Analytics.
Once you identify a goal…
Once you get to know what’s
happening at your website, you can
improve your website.
•Make changes at the website to
encourage the behaviors we want to
•Fix areas of confusion or
•Use what we learn about visitor
acquisition to make the best
allocation of resources.
Continue to monitor and respond,
because things change.
Thank you for your attention !@REBECCAHADEN