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THE USER JOURNEYHow to use GA to get an understanding

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- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey - Setting up a remarketing campaign- Make a short report– a task for you..

GOOGLE ANALYTICS

Agenda

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What can we use Google analytics for?

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GOOGLE ANALYTICS

What can we use Google analytics for?

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Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

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GOOGLE ANALYTICS

What can we use Google analytics for?

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Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

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GOOGLE ANALYTICS

What can we use Google analytics for?

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Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

+

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GOOGLE ANALYTICS

What can we use Google analytics for?

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Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

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GOOGLE ANALYTICS

What can’t we use Google analytics for?

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How does it work?

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<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-219820-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

GOOGLE ANALYTICS

How does it work

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GOOGLE ANALYTICS

How does it work

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GOOGLE ANALYTICS

More Units/Browsers pr. User

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It’s possible to get an idea of the ratio of you business at:

http://www.fdim.dk/statistik/internet/toplisten

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A few thoughts on how use the numbers

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THE USER JOURNEY

SUBHEADER

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Bounce rate – High or low – good or bad?

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Bounce rate - high or low - good or bad?

Time on page - high or low - good or bad?

New / returning visitor - differences in the way the

users behave?

Completed goals on the page - few or many?

Conditions above should be considered in compare

to where the user are in the journey, and what we

would like the user to do on the site!

THE USER JOURNEY

Metrics that describe user behaviour

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"Its not about what, but about why?"

Analytics gives you answers to what happens, not

why users do what they do!

Therefore, be sure to compare Google Analytics data

with a visual review of your website, and with other

knowledge about user behavior(tests and interviews)

that can help you understand why users do what

they do!

THE USER JOURNEY

Web Analytics provide What

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Be sure to compare same month in year to same

month the following year

Be sure to know what is going on in your business,

so that you know why the numbers might deviate

from expected…

There also a technical side to consider, be sure your

analytics is set up right, in order to measure right!

THE USER JOURNEY

Things to consider

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The Interface

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GOOGLE ANALYTICS

An example

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Goto Google.com/analytics

Log in with – xxx@gmail.com

Password: xxxxxx

GOOGLE ANALYTICS

The interface

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Which traffic source gave the most valuable traffic last month on Dropdead.dk?

Which technology was used for most conversions last month on Dropdead.dk?

GOOGLE ANALYTICS

A Little task

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Setting up Goals

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Goals

(Goals ensure focus, understanding and prioritization)

Communication

(Sharing of data, knowledge and results ensures action)

Historical data

(Status and baseline lets us understand if our business are improving or not)

GOOGLE ANALYTICS

The Challenge

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Soft:Users has seen a product siteTime spent on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goals

Let us set up a goal in the interface..

THE USER JOURNEY

Setting up the goals

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Creating advanced segments

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App Dedicated mobile site

Responsive site

What are the differences in the research we need to

make in order to create solutions for these three

scenarios?

THE USER JOURNEY

Data for development of a mobile solution

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Its possible to create segments on almost every

metric –

This can be useful for understanding specifics about

the different segments, and to focus your analysis

How about Danish iOS users?

Let us set up this segment in the interface..

THE USER JOURNEY

The customer journey towards your product

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Break – 10 minuttes

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Ideas for understanding the user journey

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Attraction

Engagement

ConversionRetainment

Advocacy

THE USER JOURNEY

The customer journey towards a conversion

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xx

THE USER JOURNEY

What measures can describe attraction

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xx

THE USER JOURNEY

What measures can describe engagement?

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THE USER JOURNEY

What measures can describe a Conversion?

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THE USER JOURNEY

What measures can describe Retainment (The customer coming back for more)

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THE USER JOURNEY

What measures can describe Advocacy

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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other

Attract

Advocate

RetainChurnReactivate

EngageAbandon

Convert

THE USER JOURNEY

How the metrics tell about the user journey

• Visits(by source)• Unique visitors• Cost per Click(by

source)

• Video Views• Products views• Pageviews/time on site/

bounce rate

• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups

• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks

• Writes a review• Social media share• Offsite social

mentions

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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other

Attract

Advocate

RetainChurnReactivate

EngageAbandon

Convert

THE USER JOURNEY

How the metrics tell about the user journey

• Visits(by source)• Unique visitors• Cost per Click(by

source)

• Video Views• Products views• Pageviews/time on site/

bounce rate

• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups

• Newsletter subscribers• Repeat purchases• % Returning visitors

• Retargeting clicks

• Writes a review• Social media share• Offsite social

mentions

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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other

Attract

Advocate

RetainChurnReactivate

EngageAbandon

Convert

THE USER JOURNEY

How the metrics tell about the user journey

• Visits(by source)• Unique visitors• Cost per Click(by

source)

• Video Views• Products views• Pageviews/time on site/

bounce rate

• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups

• Newsletter subscribers• Repeat purchases• % Returning visitors

• Retargeting clicks

• Writes a review• Social media share• Offsite social

mentions

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Doing retargeting in Google Analytics

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

Further resources

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Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#

Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#

Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#

Linking/Unlinking Analytics and AdWords accounts: https://support.google.com/analytics/answer/1033961#

More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#

Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#

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If there is any time left

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Key

Performance

Indicators

Key Performance Indicators

How the metrics tell about the user journey

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Compare 2012’s numbers with the 2013 numbers,

Look at the numbers for january - march

How is attraction going?

How is engaging going?

How is conversion going?

How is retaining the customer going?

How is turning customers to advocates going?

Make a short report on the health of www.dropdead.dk

THE USER JOURNEY

A little task

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GOOGLE ANALYTICS

Further resources

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Google Conversion university – Tutorials on Google Analytics http://www.google.com/intl/en/analytics/iq.html?

Google Campaign code builder - http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/