Measure Digital to Ignite Results, not Reports (LSC TIG)

#lsctig @lsctweets @EmpiricalPath

Peter Howley of Empirical Path @EmpiricalPath @phowley99


‣ Introduction

‣ Status Quo

‣Count Conversions

‣ Segment Audiences

‣Test Ideas

‣ Share Insights


‣ Founded in Washington DC in 2002

‣ Atlanta and NM offices

‣ Founder led web analytics at washingtonpost.com

‣ Google Analytics Certified Partner

‣ Yahoo! Web Analytics Consultant Network

‣ Webtrends Agency


‣ Defend digital investment

‣ Compare online to offline

‣ Right-size digital investment

‣ Re-allocate to most valuable activities

‣ Celebrate and reward successes

‣ Learn from mistakes


Reports that measure only how many people entered the funnel:

‣ Impressions

‣ Visits

‣ Unique visitors

‣ Friends

‣ Followers


Measure how many times they complete the funnel (& achieve campaign goal):

‣ Purchases

‣ Social shares

‣ Email signups

‣ Contacts via form & phone

‣ File downloads

‣ Video views


Main Domain


Vendor Domain


NOTE: All data disguised

Show all, new, returning, or

campaign, etc. visits


Only cumulative share data

No share data


Measure conversion rate for each key segment of visitors.

‣ Traffic source (PPC, email, SEO)

‣ Geography

‣ Loyalty (new, returning)

‣ Answers to survey questions

‣ Content interest

‣ Prior purchase


Unique content for

each audience



Row for each segment…in any report

Conversion rates for

multiple goals


1 row for each link or set of links worth

tracking

Ties in other analytics

tools

Tells analytics which

channel worked


Revenue Other

Conversions


Experiment with ideas and use conversion rate in key segments to pick a winner:

‣ Landing Page

‣ Ad Copy

‣ Home Page

‣ Offer

‣ Discount

‣ Button color


Above-the-fold call-to-action

23% of next clicks from the

homepage are to promotions





23% of next clicks from the homepage are to promotions


Carousel dominates above-the-

fold

Copy pushes everything

but Carousel below fold

79% of page views are

entries to the site


Revenue per Pageview shot up

Bounce rate improved

Pageviews dropped as client cut

PPC NOTE: Period data disguised


Visits viewing page spent 32%

more despite falling 73%

Oh yeah!

NOTE: Period data disguised


Downplay; 9% click but 27% of those come back

Shrink; pushes

products & prices down

Shrink; pushes

products & prices down

Keep; 18% of entrances

click

Lose; draws eye from

product art & headline


Get analytics reports, findings & recommendations to decision-makers

‣ Build useful dashboards

‣ Email reports automatically

‣ Update spreadsheets automatically

‣ Try out mobile apps

‣ Display real-time metrics


Please Submit Your Session Evaluation:

‣ http://svy.mk/TIGEval from your laptop, smartphone, or tablet

‣ Session Title: Google Analytics: Measure to Ignite Results, not Reports

‣ Or Enter This Session Code: GAMI

‣ (You can also still submit a paper evaluation.)


Questions now?

Questions later:

‣ [email protected]

‣ @EmpiricalPath or @phowley99

‣ Facebook.com/EmpiricalPath

‣ +Empirical Path Page

mailto:[email protected]

Measure Digital to Ignite Results, not Reports (LSC TIG)

Technology

Transcript of Measure Digital to Ignite Results, not Reports (LSC TIG)