The Analytics Swiss Army KnifeHow to Mix and Match Tools to Hone in on Consumer Intent

Josh BraatenDirector of Inbound MarketingCollegis Education

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Josh Braaten• Director of Inbound

Marketing, Collegis Education

• Vice President, MnSearch.org

• Co-Founder, Glass en Masse

• @JLBraaten

• Plus.Google.com/JoshBraaten

Using a web analytics tool can feel like hacking away at a bunch of data.

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There’s a lot of good data to be analyzed, but it’s also imperfect in a lot of ways.

Some information simplycan’t be hacked.

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In reality, a more versatile toolset is required to reveal the true desires and intentions of our consumers.

@JLBraaten

Let’s explore an analytics Swiss Army Knife, a utility that applies the right tool at the right time to hone in on consumer insights

@JLBraaten

Use Case: Slice and dice visits and conversions to see what happens on your website

Methodology: JavaScript-based web analytics

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Google Analytics reveals the areas of greatest opportunity. Segment the major sections of your website to see how they add to the big picture

Segment Traffic CR(%) Goal Completions

Products 80,000 4% 3,200

Locations 50,000 6% 3,000

Home 225,000 1% 2,250

New Customers 10,000 10% 1,000

Service 15,000 5% 750

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Use Case: Pare down to why people act the way they do with targeted questions.

Methodology: Website pop-up survey

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@JLBraaten

Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data

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Measuring Net Promoter Score over time can give you an overall key performance indicator (KPI) for the quality of your website.

Q1 Q2 Q3 Q40%

20%

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45%40%

55%

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Website Net Promoter Score Over Time

Loyalists Passives Detractors

@JLBraaten

Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data.

@JLBraaten

Qualaroo allows you to create new metrics that complement existing metrics from traditional web analytics platforms.

@JLBraaten

Task completion rate is a superior KPI to time on site, pages per visit, time on page and any other proxy for engagement.

Q1 Q2 Q3 Q40%

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90%91% 94%

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80%85% 88%

50% 55% 56% 54%

Task Completion Rate Trending by Website Segment

Homepage Products Locations New Customers Service

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Qualaroo gives you an opportunity to ask your customers exactly how you can improve.

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Use Case: Pry into the minds of consumers on their purchase journey

Methodology: Web-based concept and usability tests

Bonus: Redeem gift code clickz2 for two free usability test credits on your website. Thanks @UserTesting!

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Tell users to search for your products like they normally would to reveal research paths.

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Find out where the consumer journey leads users to see how you fit into the overall big picture.

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Ask people to perform tasks on your website and compare you to competitors to gain insights.

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Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.

@JLBraaten

Use Case: Tighten your understanding of anecdotal insights with quantitative surveys

Methodology: Widescale consumer surveys administered AdSense-style

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Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.

Google Consumer Surveys

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Survey methodology is presented clearly and intuitively in the dashboard.

Google Consumer Surveys

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Google Consumer Surveys

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Google Consumer Surveys

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Google Consumer Surveys

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Use Case: Uncap insights into questions as you plan your content experience.

Methodology: Email, website or paid respondents (SurveyMonkey Audience)

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Collect survey responses via email, a link on a web page, or through paid responses (Audience).

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Conduct and share market research findings with your consumers to aid content marketing efforts.

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Unearth potential concerns and develop messaging to break down barriers to conversion.

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Use Case: Cut down to the best content ideas with controlled experiments.

Methodology: A/B and MVT split-testing

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Test ideas head-to-head to prove out the best content experiences. Never take a step backward again.

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What fun is it to simply hack away at web analytics data by itself?

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Apply the analytics Swiss Army Knife concept to your next web analytics review session with the people on your team.

@JLBraaten

You’ll be amazed at how much you can increase outcomes by using multiple tools together than by only using one web analytics platform.

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Thank You!

• @JLBraaten

• Plus.Google.com/JoshBraaten