04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google


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Timo Josten walks through the importance of defining goals in your web analytics tool and its importance for Google Analytics Multi-Channel Funnels. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

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04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google

  1. 1. Defining &Measuring GoalsTimo JostenPartner Program Manager, Google Analytics twitter.com/strudelmeister conversionroom-japac.blogspot.com
  2. 2. … you wont go far unless youknow where the goal posts are.Arnold H. Glasgow Why Goals?
  3. 3. Put the Numbers into Context:We re Doing Awesome in Brazil! Right? Google Confidential and Proprietary 3
  4. 4. Different Story When Looking At Actual ConversionsBrazil doesn’t even INSIGHTfactor into our Top 10markets by conversionrate.•  Provide localised content in Brazilian Portuguese•  Offer more attractive ACTION shipping rates for Brazil•  Are we accepting common forms of payment in Brazil?•  Should we open up a physical store? Google Confidential and Proprietary 4
  5. 5. Macro Goals + Your Opportunity Primary goal How do you measure success here? conversion/s Google Confidential and Proprietary
  6. 6. Different Visits, Different Purposes % completed orders bounced abandoned checkout Why? support account Were users able to find signup the right contact info? product What influenced users to research signup for accounts? Are users engaged with the content? Google Confidential and Proprietary
  7. 7. The Consumer Decision Journey 2 1 3 4 Google Confidential and Proprietary 7 Source: McKinsey, June 09
  8. 8. What are your Customer Checkpoints? Spent > 3 mins on Watched our Purchased my Subscribed to my site product video product/service newsletter/RSS Visited > 2 pages Visited Product Visited store Clicked the on my site Features page locator page Liked button on your site Visited About Printing page ofGOALS Us page high value eg +1 d on Google+ contact us, Created coupon Submitted membership testimonial/review account Call tracking Read testimonialsSTAGE 1. Initial 2. Active 3. Moment of 4. Postpurchase Consideration Evaluation Purchase/Intent Experience Google Confidential and Proprietary 8
  9. 9. Booking A Movie Ticket Google Confidential and Proprietary
  10. 10. Tracking Loyalty & Mobile App Downloads Google Confidential and Proprietary 10
  11. 11. Tricks OfThe Trade
  12. 12. Google Analytics: Goals Google Analytics Help Centre 12 Google Confidential and Proprietary
  13. 13. AdWords Conversion Tracking-­‐  No  complex  Google  Analy1cs  tagging.  One  code  snippet  on   ‘Thank  you’  page.  -­‐  AdWords  Conversion  Tracking:  Which  paid  clicks  lead  to   conversions?   Google AdWords Conversion Tracking Google Confidential and Proprietary 13
  14. 14. Assisting Players - The Key To Kicking Goals Google Confidential and Proprietary 14
  15. 15. GOALSSTAGE Homework J Initial Active Moment of Postpurchase Consideration Evaluation Purchase Experience Google Confidential and Proprietary 15
  16. 16. THANK YOUtwitter.com/strudelmeisterconversionroom-japac.blogspot.com