Joshua Ziering - The Metrics System


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Joshua Ziering - The Metrics System

  1. 1. The Metrics System @JoshuaZiering Owner,
  2. 2. Why Listen To Me? <ul><li>Nerd, SEO Consultant, Over Enthusiastic Speaker </li></ul><ul><li>Had to compete in SEO to learn. </li></ul><ul><li>When I can't demonstrate results for my clients, they fire me . </li></ul>
  3. 3. Who Shouldn't Use GA? <ul><li>Cloakers (Cutts says Google will focus harder on cloaking in 2011) </li></ul><ul><li>Black Hats </li></ul><ul><li>Flash Sites </li></ul>
  4. 4. <ul><li>Are You Even Ready For Analytics? </li></ul><ul><li>Cutting Up Your Site For Value </li></ul><ul><li>Basic Analytics Concepts Oft Misunderstood </li></ul><ul><li>Advanced Concepts To Bank On </li></ul>What I Will Cover Today
  5. 5. &quot;If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.&quot; -Edward Bernays
  6. 6. Are You Ready?! <ul><li>Your page needs to have </li></ul><ul><li>a clear purpose. </li></ul><ul><li>Installing Analytics </li></ul><ul><li>without a clear and </li></ul><ul><li>defined objective is ludicrous. </li></ul><ul><li>'Building traffic' is not a goal </li></ul>
  7. 7. Are You Ready?! <ul><li>Your home page, and every page you can expect someone to land on needs to have a call to action. Deliver content and with that content deliver a clear directive. </li></ul>
  8. 8. Are You Ready?! <ul><li>Assign a dollar value to every possible call to action. </li></ul><ul><li>Even if you don't think you can... </li></ul><ul><li>YOU CAN . </li></ul>Let's see the math...
  9. 9. Are You Ready?! <ul><li>Consider if your email list, on average, converts at 3% and your average order is $200. </li></ul><ul><li>If you have a 100 person list: </li></ul><ul><li>3% = 3 Orders = $600 </li></ul><ul><li>$6.00/Email Address </li></ul>
  10. 10. Pitfalls of GA <ul><li>GA uses javascript and a set of cookies to do it's magic. </li></ul>
  11. 11. Pitfalls of GA <ul><li>Google is attempting to self regulate analytics to head off government regulation. </li></ul><ul><li>Regulation is still highly likely once the rest of the world figures this stuff out – Illegal in Germany. </li></ul><ul><li>Not instantaneous data. </li></ul>
  12. 12. Traffic Sources >Keywords Gives you specific data on each keyword. If a key phrase isn't performing like you thought, time to evaluate the page or ranking.
  13. 13. Traffic Sources Pro Tip Segment keywords to find weird problems. If Safari bounces 2x FF, time to look at the site in Safari.
  14. 14. Traffic Sources Pro Tip You can segment by location, OS, and almost any other conceivable metric. Consider location for local business, and landing page for most others. Compare Pgs/visit and bounce rate.
  15. 15. Goals <ul><li>Triggered by a Pageview </li></ul><ul><li>Can have up to 20 goals. (Kind of) </li></ul><ul><li>Pageview gives all kinds of abilities to sort by metric. </li></ul><ul><li>Great for thank you pages, contact forms, email forms, et al </li></ul><ul><li>Versatile because they integrate using javascript. </li></ul>
  16. 16. Goals <ul><li>Proper Usage </li></ul><ul><li>Use goals to get people somewhere, not for generic information. </li></ul><ul><li>With goals come funnels. Usually, no funnel, not worthy of a goal. </li></ul>
  17. 17. Goals With goals come further segmentation. You can see performance, rather than metrics.
  18. 18. Goals And even more segmentation...
  19. 19. Goals <ul><li>The money is in segmentation. </li></ul><ul><li>By segmenting, you know what is performing and what isn't. </li></ul><ul><li>You can compare investment vs. return on investment. </li></ul><ul><li>You can use this data to invest in your marketing more wisely. Whether it's PPC, SEO, et al. </li></ul><ul><li>The previous screen shots were a custom report filtering by Goals and Source, then Keyword. </li></ul>
  20. 20. Goals Don't go crazy with goals. Sometimes they aren't good everywhere. Let's see an example...
  21. 21. Goals What are people sharing most?
  22. 22. Goals What are people sharing most? Our aim is better button placement. Doesn't meet our litmus test of people going somewhere. While we could setup goals to fire on /share/twitter or /share/aim it would increase the pageviews of the site.
  23. 23. Goals What are people sharing most?
  24. 24. Pro Tips Finding Problem Areas Using Top Content
  25. 25. Pro Tips Finding Problem Areas Using Top Landing and Top Exit Pages, and Monetize
  26. 26. Pro Tips Site Search Tracking As Easy As One Keystroke
  27. 27. Pro Tips <ul><li>Final Thoughts </li></ul><ul><li>Use Annotations to mark time </li></ul><ul><li>Make a new profile when screwing around </li></ul><ul><li>Using analytics is a profitable endeavor if used actively, not passively. </li></ul><ul><li>Understanding how people use your site and what they use it for is always lucrative. </li></ul>
  28. 28. Thank You! [email_address] @JoshuaZiering Questions? Comments? Diatribes?