Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
-
Upload
e-dialog-gmbh -
Category
Technology
-
view
540 -
download
0
Transcript of Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
Google Confidential and Proprietary
Google Analytics Konferenz, Wien, September 29th 2011
3 Things to Do With Google Analytics
1
Clancy Childs EMEA Manager, Google Analytics
Google Confidential and Proprietary
Web Analytics
http://f1me.net
Google Confidential and Proprietary
In the Beginning…
Google Confidential and Proprietary
What Came Next
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Business Intelligence
Google Confidential and Proprietary
My Definition
Actionable Metrics
Executive Visibility
Business Intelligence
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
Executive Visibility
Google Confidential and Proprietary
How Big Should Our Dashboard Be?
7 ± 2 A single page of A4 paper
Fit on a single computer screen with no scrolling
Google Confidential and Proprietary
Dashboard Delivery in Google Analytics
Etc.
Google Analytics Export API
Google Confidential and Proprietary
Traffic Optimisation
Google Confidential and Proprietary
Traffic Optimisation
Quantity &
Quality
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Intelligent Search Advertising
Identify converting organic keywords with low visits Learn what your users are searching for on your site
Google Confidential and Proprietary
Organic Search
Google Confidential and Proprietary
Social Engagement
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Multi-Channel Funnels
Google Confidential and Proprietary 20
First Interaction
Assist Interactions
Last Interaction
Overall Path Length: 4
Time Lag (Time to Convert)
The Anatomy of a Conversion
Google Confidential and Proprietary
Conversion Rate Improvement
Google Confidential and Proprietary
The Components of Conversion Rate Improvement
Tried &
tested
Google Confidential and Proprietary
How Do You Decide on Site Design?
Highest Paid Person’s Opinion
The HiPPO:
Google Confidential and Proprietary
Using the Scientific Method
1. Analyse Data
2. Identify Problems
3. Build a Hypothesis
4. Run a Test
5. Implement and Refine
Google Confidential and Proprietary
Success Story: Cottages4You Checkout Process
Resulted in a 21% increase in users going on to the next stage of checkout.
Google Confidential and Proprietary
Recap
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Where to Get Help
Google Confidential and Proprietary
Danke!