1. The holy grail of website research
Integrating Onsite Survey Data into Google Analytics
May 19th
Pieter van der Gouwe

2. Introduction
• MetrixLab: online market research agency
• Pieter van der Gouwe: eBusiness Performance research
 Onsite surveys: Profiling, visitor expectations, success & satisfaction
 Usability Testing, Benchmark studies, A/B and concept testing
• MetrixLab relation with Google:
 Extensive Research partner
 Research contest EMEA

3. Web analytics & Web surveys
Until yesterday: two separate worlds

4. The world of web analytics: what you all know
# unique visitors
# page views
Time spend on the website
Conversion funnels
Referrers
Bounce rates
All necessary and extremely valuable, but…

5. What you don’t know

6. Other questions you might have
• What do they expect when landing on your website?
• What is their main reason for visiting?
• Are they successful & satisfied?
• What are they planning to do next?
Answer: ask your visitor

7. The world of Web Surveys

8. The visitors’ perspective

9. Questions at arrival and when leaving
At arrival
• Expectations
• Reason for visiting
When leaving
• Success & satisfaction
• Evaluating user experience
• Profile
• What’s next?

10. Connecting both worlds
Onsite survey (WPM©)
What, where & when? Who, why & what's next?
INTEGRATING
- Visited pages - Visitor profiles
- Time spend - Expectations
- Page views - Success and satisfaction
- Conversion ratio’s - Suggestions
- Onsite search usage - And now?
Everything you have always wanted to know
about your website visitors

11. What does it look like in GA?
• Stukje voorbeeld van hoe het werkt!

12. User case: Campaign on TV driving traffic to
TV commercial

13. Result: boost in direct traffic …
Yeah!
But did we reach our
target audience?

14. … but only partly within the target audience

15. Let’s bust one Myth…
What about it?

16. How does it work technically?
1. Implement ML Onsite Survey
2. Create a folder, eg: www.domain.nl/integration or
www.domain.nl/metrixlab or ...
3. Upload ‘ml_ganalytics.asp’ and some other files (to be delivered by
MetrixLab) into ‘/integration’ folder

17. Evaluate search campaigns…
What visitor profiles
did we attract during
our paid search
campaign?
Compared with organic
search?
Where are these
visitors in the
customer life cycle?

18. …understand whý visitors leave conversion funnels
Who is leaving?
Why are they leaving?
What’s next?

19. Insights per channel…

20. Understand effect of specific pages …
Which pages lead to unsuccessful visits?
Which pages contribute most to the brand?
Do target audiences visit sections specifically created for them?

21. … and evaluate campaign websites
Reached target group?
Who is visiting what?
Compare user segments with TV segments

22. Measure change in knowledge, attitude & behaviour
Where did we realize a
positive change in
knowledge, attitude and
behaviour?

23. Key Take Out
What, When, Who, Why and
and where What’s next?)
Provides you with all the context needed:
- to articulate online strategies
- to invest in what’s needed the most
- to optimize your website

25. End Slide
Thank you for participating!
Questions?
Pieter van der Gouwe
+ 31 (0) 62 436 54 15 Mobile
p.van.der.gouwe@metrixlab.com