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Atelier pratique : Analytics - Webassoc 14 avril 2015 - présentation

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Analyse des performances de votre site,
Comment utiliser Analytics, les quelques analyses incontournables.
Présentation réalisée par Brice Richardson, Directeur Associé Analytics chez Merck, ancien Directeur Analytics chez Rue Du Commerce
Pour Webassoc.fr, communauté bénévoles de professionnels du web pour les associations humanitaires

Published in: Internet
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Atelier pratique : Analytics - Webassoc 14 avril 2015 - présentation

  1. 1. Analyse des performances de votre site 14 Avril 2015
  2. 2. Qu’est-ce que le Web Analytics ?
  3. 3. Quel%est%l’objec-f%principal% de%votre%site%web%?% % Existent:ils%des%objec-fs% secondaires%?% Quelles sont les performances de mon site ? Tenter%de%répondre%à%la%ques-on…% Règles du jeu Le Scénario Landing page Leviers% Parcours% Tunnel% Funnel – Step 1 Que%se%passe%t:il% avant%votre%site%?% Quel%est%son% parcours%?% Comment%réagit:on% aux%étapes%clés%?%
  4. 4. Métriques & Dimensions Métrique):) Ensemble des mesures permettant de quantifier le comportement de vos internautes. Dimension):) Attribut / caractéristique de l’interaction réalisée par l’internaute avec votre site. Nouveau%visiteur% Donneur%récurent%/%ponctuel% #%visiteurs%uniques% #%visites% #%interac-ons% Device%/%Navigateur% Géolocalisa-on% Levier%Marke-ng% Partage%sur%réseaux%sociaux% Créa-on%d’un%compte% Chargement%page%«%don%»%
  5. 5. Un#visiteur#unique#est#un#u,lisateur#ayant#exécuté# au#moins#une#session#sur#une#période#déterminée.# Une#visite#(session)#est#une#période#durant#laquelle# un#internaute#réalise#une#ou#plusieurs#interac,ons# avec#le#site#analysé.#La#visite#se#termine#au#bout# d’une#période#d’inac,vité#sur#le#site,#communément# paramétrée#à#30#minutes. Une#visite#est#composée#d’une#suite#d’interac,ons# de#l’internaute#avec#votre#site.# La#principale#interac,on#sera#le#chargement#d’une# ou#plusieurs#page#(page#vues).# Session##1.# Session##2.# Visiteur##1 Page#vue Ac,on Ac,on Ac,on Métriques & Dimensions
  6. 6. KPI : soyez créatifs ! … mais pas trop À%par-r%des%métriques%et%dimensions,%créez%les%KPI%qui%vous%permeTront%de%:% % %: %comprendre%rapidement%l’ac-vité%de%votre%site% % %: %piloter%votre%stratégie%/%prendre%des%décisions%% Et%vous,%quels%sont%vos%KPI%?%
  7. 7. Comment déterminer ses KPI ? Quel%est%l’objec-f% principal%de%mon%site%?% % Comment%matérialiser% l’aTeinte%de%l’objec-f%?% Qui%sont%mes%visiteurs%?% % Comment%accèdent:ils% au%site%?% Quels%sont%les%leviers% marke-ng%u-lisés%?% % …%performants%?% Récurrence%des%visites%?% % Profondeur%de%visites%?% Quels%sont%les%points% bloquants%de%mon%site%? Taux%de%conversion% «%don%»% %%nouveaux%visiteurs% % %%des%visites% naturelles%/%payantes% %%des%visites%avec% clic%bouton%«%faire%un% don%»% % %%visites%«%mobile%»% Taux%de%complé-on%% du%tunnel%
  8. 8. Segmentation & valeur ajoutée La%vraie%valeur%ajoutée%de%l’analyse%de%vos%performances%viendra%de%la%segmenta-on%de% vos%données.%% 5)%) Taux%de%conversion% #%sessions%avec%don%/%#%sessions% 8)%) Taux%de%conversion%Desktop% #%sessions%avec%don%/%#%sessions% Segment%:%Sessions%Desktop% 15)%) Taux%de%conversion%Desktop%/%Leviers%Marke-ng% #%sessions%avec%don%/%#%sessions% Segment%:%Sessions%Desktop%provenant%des%campagnes%marke-ng%Y.% Valeur%ajoutée% 1/5% 3/5% 4/5%
  9. 9. Segmentation & valeur ajoutée Et%vous,%connaissez:vous%…% La%part%des%sessions% Mobile%?% La%propor-on%des%dons%réalisés% depuis%un%«%mobile%»%?%
  10. 10. Application GA : Création des Segments Le%module%de%segmenta-on%est%disponible%sur%l’ensemble%des%rapports%dans%GA% …%impossible%de%passer%à%côté%!% Ensemble%des%dimensions%et%métriques%disponibles%dans% la%module%de%créa-on.%
  11. 11. Veni vidi vici (attention aux conclusions hâtives) Une#visite#(session)#à#rebond#est# une#visite#ne#comprenant#qu’une# seule#page#vue.#Le#taux#de#rebond# est#donc#le#rapport#du#nombre#de# visites#à#rebond#sur#l’ensemble# des#visites#du#site. Qu’est:ce%qu’un%bon%taux%de%rebond%?% C’est%évidemment%le%taux%le%plus%faible%possible%mais%aTen-on%un% taux%de%rebond%élevé%n’est%pas%forcément%un%très%mauvais%signe.% % % %50:60% % % % % % %Segmentez%!% «%clown%hopital%»% «%don%associa-on%defiscalisa-on%»% 15h01% 15h02% 15h04% 15h28% 15h35%
  12. 12. Taux de rebond Vs Taux de sortie Taux#de#rebond Taux#de#sor,e Homepage% Mission%Kenya% Faire%un%don% Homepage% Homepage% Mission%Kenya% ##session#1 ##session#2 ##session#3 Homepage% Mission%Kenya% "Le#taux#de#sor,e#d’une#page#A#est#le#ra,o#entre#le#nombre#de#session#où#ceMe#page#a#été# suivie#d’une#sor,e#du#site#par#rapport#au#nombre#de#session#contenant#ceMe#page#A.#»#*# 33%%% 0%%% 33%%% 50%%% *#Et#inversement#pour#le#Taux#d’entrée.# EXEMPLES%
  13. 13. Application GA : Définition d’Objectifs «%Des-na-on%»% %U-lisez%ce%type%d’objec-f%%pour%considérer%des%pages%/%écrans%vus% %comme%des%conversions.% % «%Durée%»% %Evaluez%%l’intérêt%des%u-lisateurs%en%considérant%le%temps% %passé%sur%la%page%comme%étant%une%conversion.% % «%Evènements%»% %Considérez%les%interac-ons%des%u-lisateurs%de%votre%site% %ou%applica-on%comme%une%conversion.%% % %«%Pages%par%session%»% %Evaluez%l’intérêt%des%u-lisateurs%en%considérant%le%nombre% %de%pages%vues%par%session%comme%une%conversion.% Admin%>%Compte%>%Propriété%>%Vue%>%Objec-f%>%Nouvel%objec-f.% +%Choix%du%type%d’objec-f%à%créer%:% Sélec-onner%les%urls.% Il%faut%au%minimum%qu’une% intérac-on%soit%définie.%
  14. 14. Les leviers Marketing TRACKING%NATIF% TRACKING%MARKETING% SEO% %a%cliqué%sur%un%résultat%naturel%depuis%un% %moteur%de%recherche.%% % SEM% %a%cliqué%sur%un%résultat%payant%depuis%un% %moteur%de%recherche.% % Réseaux%sociaux% %provient%d’un%site%iden-fié%comme%étant%un% %«%réseau%social%».% % Sites%référants% %provient%d’un%site%quelconque%non%traqué.% % Accès%Direct% %provient%d’une%source%non%iden-fiée.% eMailing% %permet%d’iden-fier%les%clickeurs%de%vos%emails.% % Campagnes%marke-ng%diverses% %permet%d’iden-fier%une%campagne%Y.% % SMS,%QR%code,%…% %permet%d’iden-fier%une%campagne%autres%médias.% % …% %
  15. 15. Le Tracking des leviers Marketing De%façon%assez%simple,%si%vous%souhaitez%iden-fier%les%visites%générées%par%vos% campagnes,%il%est%indispensable%de%les%«%traquer%».% Facebook#Ads# Votre#site# Votre%url%de%des-na-on%sera%de%la%forme%:% www.autremonde.org?utm_campaign=facebookX ads&utm_medium=20ans&utm_source=SocialAds# Source# Medium# Campaign# Exemple%concret% Plan%de%marquage%des%campagnes% Niveaux#de#granularité#et#d’analyse# Social)Ads) Kenya% 20ans% Facebook%:ban% TwiTer%:%Ads%
  16. 16. Plan de marquage (plan de taggage) Le%plan%de%marquage%est%la%défini-on%et%catégorisa-on%des%interac-ons%faites% sur%votre%site%:% %:%catégorisa-on%des%pages% %:%défini-on%des%ac-ons%à%suivre%:%bouton%«%faire%un%don%»,%…% TRACKING%NATIF% PLAN%DE%MARQUAGE% Urls% %www.monassoc.com/fr% %www.monassoc.com/eng% % % Page%Title% %Mission%Kenya% %Mission%Vietnam% %% %Faire%un%don%régulier% %Faire%un%don%unique% Page% d’accueil% FR% Eng% Les% missions% Kenya% Vietnam% Tunnel% Choix%don% Régulier% Unique% Niv.1% Niv.2% Niv.3%
  17. 17. Plan de marquage et cohortes Assoc pour tous Notre Mission Mission Kenya Mission Vietnam Mission Inde Faire un don Faire un don recurrent Création de compte CONVERSION Page d’accueil Notre action Pages missions CONVERSION Pages Don Compte Cohortes%sans%plan%de%marquage% Cohortes%avec%plan%de%marquage%
  18. 18. Plan de marquage et cohortes FAIRE UN DON 45 % : Pages Missions 35% : Homepage 20% : Accès direct Conversion
  19. 19. Choix%du%type%de%don% Montant%du%don% Renseignements%perso% Paiement% Page%de%confirma-on% 100)%) 55)%) 40)%) 10)%) 5)%) Tunnel et déperdition La%défini-on%du%Tunnel%de%conversion%vous%permet%de%mesurer%la%déperdi-on% à%chaque%étape%d’un%enchainement%clé%de%votre%site.% Que%vous%inspire% ce%tunnel%?% % Pour%quelles% ac-ons%?% Mul-pliez%les%tunnels%!%
  20. 20. Pour le Tunnel comme pour le reste… Testez ! VERSION%A% VERSION%B% Google%Analy-cs%récupère%les%ac-ons%des%versions%A%et%B.%
  21. 21. Analytics & Marketing itératif Tracking Analyse & intégration Test & Learn Décisions & Application Finalement,%l’Analy-cs%est%l’ensemble%des%4%étapes%ci:dessous…%et%chacune% de%ces%4%étapes%est%indispensable%:%
  22. 22. Application GA : Création Dashboard Pour%+%de%visibilité,%créez%un%dashboard%par%Théma-que.% Le%volet%«%Widget%»%apparaît%afin%d’ajouter%un%rapport% précis%à%votre%dashboard.%
  23. 23. http://www.google.com/nonprofits/products/ Google%for%nonprofits%:%
  24. 24. Si%besoin…% Brice%Richardson% richardson.brice@gmail.com% Merci.

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