The holy grail of website research

Integrating Onsite Survey Data into Google Analytics

May 19th Pieter van der Gouwe

• 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

Introduction

Web analytics & Web surveys Until yesterday: two separate worlds

The world of web analytics: what you all know

All necessary and extremely valuable, but…

# unique visitors

# page views

Time spend on the website

Conversion funnels

Referrers

Bounce rates

What you don’t know

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

The world of Web Surveys

The visitors’ perspective

Questions at arrival and when leaving

At arrival

• Expectations

• Reason for visiting

When leaving

• Success & satisfaction

• Evaluating user experience

• Profile

• What’s next?

Connecting both worlds

Onsite survey (WPM©)

What, where & when?

- Visited pages

- Time spend

- Page views

- Conversion ratio’s

- Onsite search usage

Who, why & what's next?

- Visitor profiles

- Expectations

- Success and satisfaction

- Suggestions

- And now?

Everything you have always wanted to know about your website visitors

INTEGRATING

What does it look like in GA?

• Stukje voorbeeld van hoe het werkt!

User case: Campaign on TV driving traffic to

TV commercial

Result: boost in direct traffic …

Yeah!

But did we reach our

target audience?

… but only partly within the target audience

Let’s bust one Myth…

What about it?

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

What visitor profiles

did we attract during

our paid search

campaign?

Compared with organic

search?

Where are these

visitors in the

customer life cycle?

Evaluate search campaigns…

…understand whý visitors leave conversion funnels

Who is leaving?

Why are they leaving?

What’s next?

Insights per channel…

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?

… and evaluate campaign websites

Reached target group?

Who is visiting what?

Compare user segments with TV segments

Where did we realize a

positive change in

knowledge, attitude and

behaviour?

Measure change in knowledge, attitude & behaviour

Key Take Out

Provides you with all the context needed:

- to articulate online strategies

- to invest in what’s needed the most

- to optimize your website

What, When,

and where

Who, Why and

What’s next?)

End Slide

Thank you for participating!

Questions?

Pieter van der Gouwe

+ 31 (0) 62 436 54 15 Mobile

p.van.der.gouwe@metrixlab.com