No consumer is identical in the way they interact with a website, but some share traits that are perfect for behavioural sequencing where you can analyse and segment users depending on how they use your site.
This introductory-level talk will help you understand the influence content has on your site ranking and how users exposed to the content compare to those that have not come into contact with it.
You will learn how to use Google Analytics to pull behavioural sequencing data from your site to better influence the user journey.
3. The Role of Online Content
Purpose How do we measure
Target keywords Organic Rank & Traffic
Build links Placements, link quality & rank
Build and engage with
an audience
Social engagements & Interactions
To communicate brand
& product value
?????
These are not customer centric KPIs
4. Which is bad because:
“Marketing is the process of communicating the value of a
product or services to customers, for the purpose of selling that
product or service”
5. How do we know whether we’re good marketers if we’re
not measuring our core function??!
10. The Customer Consideration Funnel
Post-Sales Pre-Sales
Macro
Goal
Acquisition Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behavior Creating an optimal user journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty Increasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %
11. The Customer Consideration Funnel
Awareness
100 80 100 40 0
Propensity
to Convert
60 100 50
Life Time
Value 60
70
Recommends
to friends
The focus
of most of
analysis
3 2 1 4 5
12. The Customer Consideration Funnel
Awareness
100 80 100 40 0
Propensity
to Convert
60 100 50
Life Time
Value 60
70
Recommends
to friends
How
analysis
should work
5 4 3 1 2
13. Website Analytics: Understanding The Prospect/Customer
What the data says How we spend our time
Converting Users
Engaging Users
Bouncing Users
Converting Users
Engaging Users
Bouncing Users
14. Breaking down the conversion function
Macro Conversions
Micro Conversions
Marketing Analytics
15. @therustybea
Analyse the Users, not the Sessions r
Page
Visit
Page
Visit
Page
Visit
Session Session
User
Page
Visit
Page
Visit
Page
Visit
Session
Page
Visit
Page
Visit
Session
21. @therustybea
Exposed to Content r
● Blog not a good customer acquisition source
● Users who viewed the blog at some point converted 50% higher
● Users who viewed the blog at some point had a 20% higher average order
value
● If an additional 1,000 users were exposed to the blog then that would equate
to an additional revenue of £4,709 /mo (£56,508 /yr)
24. TrueCVR
Visits CVR Visits TrueCVR
We have removed bounced sessions from the analysis.
THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS
INCREASED
25. What did we just do - TrueCVR
This Year
Converting Users
Engaging Users
Bouncing Users
5%
51%
44%
Last Year
Converting Users
Engaging Users
Bouncing Users
6%
72%
22%
Converting Users 9%
Engaging Users
91%
Converting Users 8%
Engaging Users
92%
This Year Last Year
26. TrueCVR
TrueCVR is not anything new
Its a way of framing an issue. Its like any other calculated metric - the
ability to view two trends opposing each other in a single view.
Remember Bounce Rate is an external quality indicator as well as a
website quality metric.
32. Why ScrollDepth?
Time on Page
Time on Site
These are not indicators of
content performance.
We can understand better
how people engage with the
content is by looking at the
% scroll depth of a page
We then segment users on
how engaged they are
36. Per Session Goal
Value
● Once you have setup multiple goals you
need to assign value
● How to assign value
○ 1: Understand the value of a user and
apportion average session
transactions value to each type of goal
○ 2: The Banana Scale
37.
38. What is Banana Scale
“If we can’t calculate an accurate value to compare apples and oranges on the website we might as
well use bananas”
Signed up for
Newsletter
Scrolled past
40% in the blog
section
Viewed 2 or more
blog posts
Entered the
booking process
20
Filled in the
contact us form
7 10
12 50
39. Apportion back to user segments
“If we can’t calculate an accurate value to compare apples and oranges on the website we might as
well use bananas”
Content
Campaign 1
327 573 433
Content
Campaign 2
Social Traffic
629 864
Viewed blog Paid Search
43. The Customer Consideration Funnel
Post-Sales Pre-Sales
Macro
Goal
Acquisition Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behavior Creating an optimal user journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty Increasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %