Lars LofgrenMarketing Analyst - June 2012 info@kissmetrics.com - Confidential - Do not distribute

HOW TO START USING ANALYTICS WITHOUT FEELING OVERWHELMED

@larslofgren #KISSwebinar

We’ll cover...

What’s the point of analytics?1

A treasure map for dealing with data2

4 Google Analytics tactics you can use right now

3

In business, we build as fast as we can. New projects, new products, and

new customers.

How do you know what works?

The Lean Startup

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Build

Measure

Learn

The more times you go through the cycle, the better your business will be.

If you want to win, focus on speed

Analytics makes the Measure and Learn steps MUCH faster.

Analytics is critical for measuring and learning

TIME FOR THETreasure Map

AVOID VANITYMetrics

Guiding Principle #1

These are vanity metrics

Vanity metrics make us feel good when they improve but they don’t

help us grow our business.

No connection to your business

In Google Analytics, vanity metrics are everywhere.

Web analytics is vanity metrics

Vanity metrics are a distraction

If pageviews go up, what should you do?

Difficult to take action

Improving traffic doesn’t necessarily improve your business.

Be careful with web analytics

Google Analytics Tactic #1

Pageviews1

Time on site2

Pages/visit3

Visits4

Bounce rate5

FOCUS ONCustomers

Guiding Principle #2

Using customer analytics is the easiest way.

How do we focus on our customers?

Even when using web analytics, always focus on your customers.

What if I don’t have customer analytics?

How can we tell what’s working?

This tells us where our customers come from

blog.kissmetrics.com/critical-goal-types

Google Analytics Tactic #2

How to Setup Google Analytics Goals:

Google Analytics Tactic #3

I see all this data on my traffic. But where are my customers?

Always ask yourself this question:

DO CUSTOMERS COMEBack?

Guiding Principle #3

Google Analytics gives credit to the most recent traffic source.

Who gets credit?

Conversions get split up

We need to track where customers first come from and the total revenue

we receive from them.

Only possible when tracking real people

This data include returning customers

Stop guessing

Always know how well your marketing is doing.

TRACK YOURFunnel

Guiding Principle #4

What steps does someone take to become your customer?

Define your funnel

Funnels track two metrics at each step

The number of people at each step1

The percentage of people that move to the next step (conversion rate)

2

Google Analytics Tactic #4

blog.kissmetrics.com/critical-goal-types

How to setup Google Analytics Funnels

Most businesses don’t have a single path

A customer analytics funnel

Focus on your business

Instead of forcing your business to match a Google Analytics funnel, use customer analytics funnels to match

your business.

START WITH YOURBenchmarks

Guiding Principle #5

Every business is unique, establish your own benchmarks.

Your metrics will be different

Compare yourself to yourself

5 Guiding Principles to Find Treasure

Avoid vanity metrics1

Focus on customers2

Find out if customers come back3

Track your funnel4

Establish benchmarks5

4 Google Analytics Tactics

Avoid vanity metrics1

Setup Google Analytics goals2

Use those magic buttons for goal data3

blog.kissmetrics.com/critical-goal-types

Build a funnel4

WHAT’S THENext Step?

When you collect data on your customers, this is even easier.

Get customer analytics

Get reports on real people

“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”

Every point of engagement for a customer

Why is customer analytics so great?

Add accountability to your marketing1

No vanity metrics2

Build funnels to match your business3

Know what your customers are using4

Who offers customer analytics?

Pay an engineer $100,000+ in salary to build it for you.

Other options?

Q&A Time!Lars Lofgren

llofgren@kissmetrics.com@larslofgren