Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014
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Transcript of Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014
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Understanding Your Customers Through Google Analytics
@AlysonMurphy@Moz
Okay, so… Let’s look at our customers in Google Analytics
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THAT’S A LOT OF REPORTS!
bit.ly/photo-source-wow
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Alyson, I’ve got this.
The New vs Returning Report
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50% New50% Repeat
Lower Bounce Rate for
Returning
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That’s cool.But so what?
bit.ly/photo-source-tiger
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You can describe the basics with the basic reports,
but let’s make it actionable!
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Let’s back up a step
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To understand your customers,You must first understand yourself.
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Let’s map out your objectives
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Why does your company exist?
At Moz, we create software to help companies get visibility on the internet.
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We want our customers to use our tools successfully…
But how do they get there?
Primary Goals for our Customers
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#1 Go
through
the
funnel
#2 Use
our tools
to get
value
Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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bit.ly/ RegEx-helper
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Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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bit.ly/ funnel-problems
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Now let’s make this actionable.
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SegmentSegmentSegment
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Bad News
Can’t DirectlySegment the Funnel
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Good News
We can still get an actionable report
Segment on Marketing Campaign
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1. Go to the Campaigns report.
2. Build segments.
3. Build report in Google Spreadsheet.
Segment Design
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Got to Product Pg Got to Product Pg,Not further
Got to Checkout,Not further
Made it all the way
Got to Checkout
Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Pro-tip
Cheat!Copy and alter segments
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Rename
Get rid of this step
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Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Repeat the Cheat!Copy and alter the segment
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Whew!That was a lot of segments.
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Now let’s look at the report
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utm-codes
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If you are going to look at it once,Pull those numbers into Excel.
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If you want to report over time,That’s a big pain.
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Good News
There is a GoogleSpreadsheet add-on
Google Spreadsheet Add-on
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1. Go to bit.ly/ga-addon
2. Install the Add-on
3. Grant permissions
Google Spreadsheet Add-on
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4. Go to drive.google.com
5. Create a new spreadsheet1
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Google Spreadsheet Add-on
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6. Go to Add-on Menu
7. Create new report
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Google Spreadsheet Add-on
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8. Name your report
9. Select account info
Google Spreadsheet Add-on
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10. Select metrics
Google Spreadsheet Add-on
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2 Change XX to Goal #
(18)
1 Add dates
Google Spreadsheet Add-on
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IS FOLLOWED
BY
bit.ly/ga-segments-1bit.ly/ga-segments-2
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Rinse and repeat with your other segments
Example Report
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Example Report
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Why so low?- Not trying to sell with email
Why so different?- Need to improve
Landing Pages
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Rinse and repeat with other
segments types
bit.ly/photo-source-dog-pool
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Rinse and repeat with other
business objectives
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GET TO
KNOW
YOUR
CUSTOMER
S
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