WEB ANALYTICSREPORTING AND STRATEGY

In association with

NEIL PURSEY | WebgrowthCourse Convenor

@webgrowthsa

Source: https://moz.com/blog/2015-online-marketing-industry-survey

IF OBJECTIVES ARE POOR, YOUR REPORTING WILL BE POOR

IF IT CAN’T BE MEASURED, DON’T CONSIDER IT

ANALYTIC DATA BRINGS REPORTING TOGETHER

LET’S GET GOING

DEFINE A STRATEGY

How many clicks/hits are we getting?

How many clicks/hits are we getting?

How many likes are we getting?

How many likes are we getting?

DEFINE THE “RIGHT” QUESTIONS

Trends & Segmentation

§ How do users travel through our site?

§ Where are our most active users from?

§ Are we doing better or worse?

§ How do people find us?

Campaign Tracking & Analytics Goals

§ Which mediums work best?

§ Did users complete an action?

§ Is what we are doing working?

§ What content is performing or underperforming?

“ THE ANSWERS TO THESE QUESTIONS NEED TO BE DETAILED

IN A REPORT ”

IRRELEVANT

§ 50 000 visits

§ 70% returning visits

§ 80% direct traffic

Stay away from dashboards!

Objectives Goals Questions Answers

MEASURE

ANALYSIS & HYPOTHESIZING

YOY / MOM PatternsUser behaviour

Who, what, where, how - but not {why}

CASE STUDY #1Year on Year

YEAR ON YEAR

January / February campaigns are important

Campaign push in fourth quarter is important

Content strategy needed to be adapted to improve SEO

CASE STUDY #2User behaviour

USER BEHAVIOUR

USER BEHAVIOUR Click data showed visitors were clicking on “more options” to refine search…

USER BEHAVIOUR Drop down layout confuses visitor

“ 21 000 visitors were using multiple search queries ”

So we listened. . . And are making changes. . .

USER BEHAVIOUR The visitor won’t have to click to get to filter options. Simple.

CASE STUDY #3

User behaviourThank  you  to  these  awesome  folk

USER BEHAVIOUR

On-site search

One of the most underrated and underused reports inside Google Analytics is “search terms”.

USER BEHAVIOUR

On-site search

2014Spring vs Autumn

We want to compare search terms across different seasons. It will help guide content planning.

USER BEHAVIOUR

On-site search

2014Autumn vs Spring

1000’s more keywords below.Export to excel to run advanced filters.

What keyword variations are there between seasons? How does content and design change according to these search terms?

WE INTRODUCED MEGA MENU’SWhat do you think happened?

MEGA MENUEXAMPLES

USER BEHAVIOUR

On-site search

New website = improved navigation = improved visitor satisfaction = less on-site search

USER BEHAVIOUR

On-site search

Woahh… People are searching for phones!!!

SO WE LAUNCHED MOBILE PHONE CATEGORY ON WEBSITE

What do you think happened?

USER BEHAVIOUR

On-site search

Woahh… Happy visitors!!!

USER BEHAVIOUR

Result: Traffic Explosion!!!

415 000 page views in July 2015

New mobile section of website

CASE STUDY #4{A WORK IN PROGRESS}

Who, What, Where, How-But Not Why

WHO?

2014 stats: old website2015 stats: new website

Stats don’t lie!!Visitors prefer the new website, they are now returning.

WHAT?

How can we improve the “account” page design and copy to improve % exit rate?

WHERE?

Should we push paid ads to locations with high conversion rate to “Account Register” page?

Should we push re-marketing ads to those areas with a high percentage of new visitors?

HOW?

§ Mobile visitors are interested in registering an account!§ Are these people in-store doing their own research?? Are we selling the benefits online?§ What is the mobile user behaviour once after they’ve visited the “account register” page?§ How can we improve on this? Let’s use heat maps and funnel reports to guide next design

phase.

THE CHALLENGE WITH DATAACTIONABILITY is determined by BUDGET

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Developing for GROWTH

New website every 2 years Iterative approach

Website design and development is built on a monthly retainer.

Website design and development is revisited every 2 years. Unachievable deadlines DILUTE strategy and overall quality of website.

Va

lue

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Developing for GROWTH

New website every 2 years Iterative approach

This is called “Growth Hacking”

Va

lue

GROWTH HACKERS ARE A HYBRID OF MARKETERAND CODER.

- ANDREW CHEN, andrewchen.co

“

COMPANIES WHO EMBRACE ANALYTICS NEED TO EMBRACE

GROWTH HACKING

CAMPAIGN TRACKING &ANALYTICS GOALS

GOAL vs OBJECTIVE

Goal Objective

Meaning The purpose toward which an endeavor is directed.

Something that one's efforts or actions are intended to attain or accomplish; purpose; target.

ExampleI want to achieve success in the field of analytics and do what no one has ever done.

I want to complete this thesis on analytics by the end of this month.

Action Generic action, or better still, an outcome towards which we strive.

Specific action - the objective supports attainment of the associated goal.

Measure Goals may not be strictly measurable or tangible.

Must be measurable and tangible.

Time frame Longer term Mid to short term

Source:  http://www.diffen.com/difference/Goal_vs_Objective

Industry  usually  gets  confused  between  a  GOAL  and  OBJECTIVE.

FINDING ANSWERS WITH CAMPAIGN TRACKING

How do the benefits of pages / sessions VS conversion rate affect campaign decisions?

OBJECTIVE {campaign tracking}

Improve content delivery

Measure

Website Goal #1

Question Answer REPORT ACTION

Improve efficiency of content publishing.

When is the best time to send an

email?

Wednesdays between 10am –

12pm.

Email open rates.Insight into user

types (who is most likely to open).

What content links are being clicked

on?

Segment users by interest (what they

are clicking on).Test subject titles to improve open

rate.Focus on content that is getting the

best results.

OBJECTIVE {campaign tracking}

Measure

Website Goal #2

Question Answer REPORT ACTION

Maximise use of content delivery

channels.

Which content delivery methods

are most effective?

Traffic that is determined by search volume.

Insight into each traffic channel.

Conversion goals from channel.Measure user behaviour on

landing pages per channel.

Invest more into channels that

convert.Improve user behaviour on landing pages.

Where possible, create landing

pages specific to traffic channel.

Improve content delivery

FINDING ANSWERS WITHANALYTICS GOALS

OBJECTIVE {analytics goals}

Measure

Website Goal #1

Question Answer REPORT ACTION

Encourage visitors to explore website.

What % of users visit at least 3

pages per visit?

Analytics goal: depth of visit = 3

or more

Traffic channels with the highest conversion rate.

Content that contributes to conversion.

Create traffic flow charts of content.

Repurpose content that isn’t

performing (high bounce or exit

rates).Invest more into

content types that are contributing to

the conversion.

Improve engagement on website

OBJECTIVE {analytics goals}

Measure

Website Goal #2

Question Answer REPORT ACTION

Engage visitors with compelling

content.

What pages are resulting in users

staying on it [page] for more than 1

minute?

Analytics goal: Time on page = 1 or more minutes.

Measure content scrolling (heat

map).Measure click data

(heat map).

Repurpose content so that the

‘average read’ increases.

Remove distracting call-to-actions

(only if it’s aligned with overall strategy).

Improve engagement on website

OBJECTIVE {analytics goals}

Measure

Website Goal #3

Question Answer REPORT ACTION

Improve efficiency of content publishing.

What content can be continually repurposed?

Analytics goal: Organic traffic to blog posts that

have over X visits per month.

Organic traffic to blog posts for at

least 2 years.Bounce rates.Location of

visitors.

Identify and repurpose content.Republish to social

changes.Update article date

or remove date completely from front end design.

Improve engagement on website

COMPETITOR ANALYSIS USING ANALYTICS TOOLS

SIMILARWEB.COM

SIMILARWEB.COM

“ Incoming links that SEND TRAFFIC to your competitors websites are worth going after ”

WEBCEO.COMThese links become opportunities and ideas.How does Webgrowth EARN the same or similar links?? Time to strategise…

AHREFS.COM

REPORTING

YOUR AUDIENCECEO [What is contributing to sales]

Manager [What is actionable. Ideas for the next campaign]

Content Team [What is working, what is not working]

Developers & Designers [User behaviour data]

FREQUENCYMonthly trends

Quarterly [Actionable]

Daily/weekly [Campaigns]

If you want a GROWTH HACKING

culture in your company, develop a process

to create actionable quarterly reports.

{HIGH LEVEL}

WHAT WE NEED TO TRACK

Page views on content.

Traffic channels to content.

Social sharing on content.

On-site visitor behaviour.

USE THESE TOOLS

THANK YOU

GUEST LECTURERNeil Pursey

www.webgrowth.co.za

Connect with meLinkedin