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Analytics Conversion Tracking & Segmentation

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Analytics Basics: Conversion Tracking & Segmentation. My presentation from Sphinncon 2011

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Analytics Conversion Tracking & Segmentation

  1. 1. Web Analytics BasicsConversion Tracking &Segmentation<br />
  2. 2. About Me<br />Graduate of Columbia University (Psychology)<br />Living in Israel since 2005<br />SEM & Analytics since 2007<br />Founded Analytics Ninja in 2010<br />Online Marketing Philosophy –<br />Web Analytics is the keystone <br />of any successful online marketing campaign.<br />
  3. 3. Get Accurate Conversion Data<br />Goal Tracking:<br />What do I want someone to do on my site?<br />(Online Sale / Lead / Newsletter Sign-up)<br />Which pages do they need to visit to accomplish this goal?<br />TIP Learn some RegEx.<br />http://www.lunametrics.com/regex-book/index.html <br />
  4. 4. Get Accurate Conversion Data<br />Set Up Funnels:<br />
  5. 5. Get Accurate Conversion Data<br />Check for Self-Referrals:<br />TIP<br />www.sitescanga.com<br />
  6. 6. Know Your Channels & Keywords:<br />
  7. 7. Know Your Channels & Keywords:<br />
  8. 8. Know Your Channels & Keywords:<br />
  9. 9. Funnel Segmentation TIP<br />Horizontal Funnel<br />http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/<br />
  10. 10. Funnel Segmentation using Advanced Segments<br />http://www.analytics-ninja.com/blog/2009/08/advanced-segments-to-track-conversion-funnels.html<br />
  11. 11. Segmentation –> TIP<br />Create Engagement Goals & Advanced Segments<br />
  12. 12. Segmentation – Engaged Visitors<br />Engagement = many pages viewed, long time on site<br />Non-engaged visitors probably will NOT become eventual customers<br />Engaged visitors who happen to not convert could be in an earlier stage of the conversion funnel / sales cycle<br />SEM Tip Use Adword’s “Search Funnels” reporting for deeper analysis of your conversion funnel.<br />
  13. 13. Segmentation – Engaged Visitors<br />Lower than Avg.<br />Ecommerce Rate<br />Higher than Avg.<br />User Engagement<br />
  14. 14. Segmentation – Engaged Visitors<br />Engaged visitors exhibit a likelihood of returning as branded or direct traffic.<br />
  15. 15. Branded Keywords vs. Non-Branded<br />TIP<br />Add utm_nooverride=1 to destination URLs to track back the branded click to the original source.<br />Example:<br />www.hertz.com?utm_nooverride=1<br />
  16. 16. Segmentation<br />Non-Branded vs. Branded Keywords <br />*In my experience. Will differ depending upon scenario<br />
  17. 17. Branded Keywords vs. Non-Branded<br />
  18. 18. ORIGINAL<br />Variation<br />
  19. 19. Segmentation – GWO Example<br />Site wide – No clear winner. Higher Conversion Rate, but lower per visit value. Numbers were close.<br />After segmentation, we reveal a >25% improvement in conversion rate and per visit value.<br />(Customer service was making purchases from Israel)<br />
  20. 20. Review + Takeaways<br />Choose goals wisely – consider conversion process. Use horizontal funnels.<br />Properly configure goals / look for tracking issues (example: self-referrals)<br />Branded & Direct Traffic - likelihood of being in a later stage of the conversion process / sales cycle.<br />Non-engaged visitors likely won’t make an impact down the line. Engaged visitors could return as branded or direct traffic.<br />Segment, Segment, Segment! -> By Source/Medium, Geo-Location, Engagement, Keywords, Custom Variables, etc.<br />
  21. 21. Contact Info:Yehoshua Corenwww.analytics-ninja.comninja@analytics-ninja.comGoogle Talk: @analyticsninjaPhone:+972 (0)54-659-9420Phone:+1 315-646-5294<br />

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