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Google Analytics Konferenz, Wien, September 29th 2011

3 Things to Do With Google Analytics

1

Clancy Childs EMEA Manager, Google Analytics

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Web Analytics

http://f1me.net

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In the Beginning…

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What Came Next

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The Three Main Web Analytics Activities

Business Intelligence •  Executive Dashboards & Competitive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business

Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources

Conversion Rate Improvement •  Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments

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Business Intelligence

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My Definition

Actionable Metrics

Executive Visibility

Business Intelligence

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Actionable Metrics

•  Must align with your business objectives. •  An Ecommerce site should focus on sales rather than visitors.

•  A good tech support site might have a high bounce rate!

•  Must pass the “So What?” test. •  For a change to any metric, if you can’t answer “So what?” with a reason of how it

affects this business, then it is not a good metric.

•  Must be able to be affected by the business. •  If a metric changes in the “wrong” direction, can you fix it?

•  Should be refreshed frequently. •  Your business changes, so should your measurements.

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Executive Visibility

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How Big Should Our Dashboard Be?

7 ± 2 A single page of A4 paper

Fit on a single computer screen with no scrolling

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Dashboard Delivery in Google Analytics

Etc.

Google Analytics Export API

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Traffic Optimisation

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Traffic Optimisation

Quantity &

Quality

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Intelligent Search Advertising

  Hold your campaigns and keywords accountable   Calculate Return on Investment / Return on Ad Spend   Instead of budgeting, managing advertising to a Cost Per Acquistion target

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Intelligent Search Advertising

  Identify converting organic keywords with low visits   Learn what your users are searching for on your site

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Organic Search

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Social Engagement

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But we are only looking at a small part of the story!

Most marketers today rely on 3-5 marketing touches per campaign

18 Source: InfoTrends, October 2010

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Multi-Channel Funnels

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First Interaction

Assist Interactions

Last Interaction

Overall Path Length: 4

Time Lag (Time to Convert)

The Anatomy of a Conversion

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Conversion Rate Improvement

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The Components of Conversion Rate Improvement

Tried &

tested

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How Do You Decide on Site Design?

Highest Paid Person’s Opinion

The HiPPO:

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Using the Scientific Method

1. Analyse Data

2. Identify Problems

3. Build a Hypothesis

4. Run a Test

5. Implement and Refine

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Success Story: Cottages4You Checkout Process

Resulted in a 21% increase in users going on to the next stage of checkout.

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Recap

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The Three Main Web Analytics Activities

Business Intelligence •  Executive Dashboards & Competive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business

Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources

Conversion Rate Improvement •  Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments

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Where to Get Help

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Danke!