During this talk I will highlight my personal favorites of the Google Analytics datasets and how to find them. There are potential gold mines in there; you just have to get to know them. In this way, that data is your friend. The more you get to know data, the more you’ll understand it, be annoyed by it, love it, hate it. The data will tell you something’s (horribly) wrong, but only if you ask for it. With each dataset I highlight, I will show you the common mistakes we see at Yoast and what kind of data that would lead to. Using my knowledge in psychology I’ll explain how to prevent or (partially) solve these issues and why and how these “”solutions”” will work. Psychology will bring you understanding of your potential customers. It will guide you out of, or away from, the woods, as would a mentor.

1. Data is your friend;
Psychology your mentor

2. 1. (Ecommerce) tracking
2. Landing pages
3. Loyal customers
Agenda

3. You need tracking, period.
(Ecommerce) Tracking

4. Complex data ≠ better data
(Ecommerce) Tracking

5. Sort by Revenue, not by Pageviews
Landing Pages

6. Bounce rate is all about interaction
Bounce rate

7. If you don’t make things visible, people won’t see them
Call-to-actions

8. The average person’s attention span is:
• About 8 seconds,
• Which is shorter than that of a goldfish.
Attention span

9. Call-to-actions

10. Tell the important stuff right away
Headlines

11. You can direct your visitor’s gaze
Visual cueing

12. Visual cueing

13. Visual cueing

14. Loyal and returning customers

15. Loyal and returning customers

16. Loyal and returning customers

17. Scratch my back and I’ll scratch yours
Reciprocity

18. Reciprocity

19. Discounts for the right people don’t cost you money
Reciprocity

20. Let your actions do the talking for you
Reciprocity

21. Thijs de Valk
@tdevalk
facebook.com/yoast
yoast.com
Thanks!