Web Analytics Basics
Conversion Tracking &
Segmentation
About Me
• Graduate of Columbia University (Psychology)• Living in Israel since 2005• SEM & Analytics since 2007• Founded Analytics Ninja in 2010
Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing campaign.
Get Accurate Conversion Data• Goal Tracking:What do I want someone to do on my site?(Online Sale / Lead / Newsletter Sign-up)
Which pages do they need to visit to accomplish this goal?
• TIP Learn some RegEx.http://www.lunametrics.com/regex-book/index.html
Get Accurate Conversion Data• Set Up Funnels:
Get Accurate Conversion Data• Check for Self-Referrals:
TIP
www.sitescanga.com
• Know Your Channels & Keywords:
• Know Your Channels & Keywords:
• Know Your Channels & Keywords:
Funnel Segmentation TIP
Horizontal Funnelhttp://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
Segmentation –> TIP
Create Engagement Goals & Advanced Segments
Segmentation – Engaged Visitors
• Engagement = many pages viewed, long time on site
• Non-engaged visitors probably will NOT become eventual customers
• Engaged visitors who happen to not convert could be in an earlier stage of the conversion funnel / sales cycle
• SEM Tip Use Adword’s “Search Funnels” reporting for deeper analysis of your conversion funnel.
• Segmentation – Engaged VisitorsLower than Avg.Ecommerce Rate
Higher than Avg.User Engagement
Segmentation – Engaged Visitors
Engaged visitors exhibit a likelihood of returning as branded or direct traffic.
• Branded Keywords vs. Non-Branded
TIP Add utm_nooverride=1 to destination URLs to track back the branded click to the original source.
Example:www.hertz.com?utm_nooverride=1
• Segmentation Non-Branded vs. Branded Keywords
*In my experience. Will differ depending upon scenario
Non-Branded BrandedSearch for “car rental” Search for “Hertz car rental”
Product / Service Traffic Brand Recognition / Interest
Primary SEO / SEM impact Secondary SEO / SEM / PR impact
Check for Higher % of New Visitors* Check For Higher % of Returning Visitors*
Check For Lower Conversion Rates* Check For Higher Conversion Rates*
• Branded Keywords vs. Non-Branded
ORIGINAL
Variation
• Segmentation – GWO ExampleSite wide – No clear winner. Higher Conversion Rate, but lower per visit value. Numbers were close.
After segmentation, we reveal a >25% improvement in conversion rate and per visit value.
(Customer service was making purchases from Israel)
• Review + Takeaways• Choose goals wisely – consider conversion process.
Use horizontal funnels.• Properly configure goals / look for tracking issues
(example: self-referrals)• Branded & Direct Traffic - likelihood of being in a later
stage of the conversion process / sales cycle.• Non-engaged visitors likely won’t make an impact
down the line. Engaged visitors could return as branded or direct traffic.
• Segment, Segment, Segment! -> By Source/Medium, Geo-Location, Engagement, Keywords, Custom Variables, etc.
Contact Info:Yehoshua [email protected] Talk: @analyticsninjaPhone:+972 (0)54-659-9420Phone:+1 315-646-5294
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