Google analytics and website optimizer
© Copyright tmg ltd. All rights reserved. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www.google.com/analytics http://www.google.com/websiteoptimizer http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Plan – Measure – Improve “Tactics without strategy are the noise before defeat” Sun Tzu, The Art of War. http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Google Analytics http://www.google.com/analytics http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Custom Dashboards http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Topics to Cover 1. Profiles 2. Filters 3. Goals 4. Funnels http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Profiles and Filters • The real strength of GA • Segment data • Deep analysis • Filter data depending on needs • Give access to data depending on needs • Starts collecting data once filter is applied Best practice: • Profile with all data • Profile with segmented data http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Profiles • Website URL • Profile Name • Time Zone • Default Page • Exclude Parameters • E-commerce Website • Search http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Website Profiles 1. No Filters: Profile with zero filters. Use this for troubleshooting. 2. Only Direct: Include filter for the field "Campaign Source" only equaling the pattern "direct" visitors 3. Only Internal: Use an include filter which will include only traffic from internal IP ranges on IP address. 4. Only New Visitors: Include filter on the field "Visitor Type" equal to "new" 5. Only Organic: Include filter where the filter field is on "Campaign Medium" and the pattern is "organic" 6. Only Paid Search: Include filter on "Campaign Medium" equaling the pattern "ppc|cpc" 7. Only Referral: Include filter on "Campaign Medium" equaling "referral" 8. Only Returning Visitors: Include filter on "Visitor Type" equaling "returning" 9. Organic And Paid: Include filter combining the above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic 10. Overall: All traffic except filter out internal IP ranges using the "Exclude all traffic from an IP address filter." http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Filters • Applied to a Profile • Data Destructive – change data forever! • Segmentation • Business rules • 2 types – Predefined – Custom • Filters data before submitting to GA database http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Filters • Multiple Filters allowed – But, data output for filter 1 is data input for filter 2 • Be careful! Filters are data destructive! • Avoid wrong conclusions! – Create multiple Profiles to prevent filter 1 impacting filter 2 • Allows for customer segmentation – Visitor to member to customer http://digiworldhanoi.vn [...]... sources: Google Analytics Blog http:/ /analytics. blogspot.com Google Website Optimizer Blog http://websiteoptimizer.blogspot.com Google AdWords Blog http://adwords.blogspot.com Future Now Inc http://www.futurenowinc.com Always Be Testing: The Complete Guide to Google Website Optimizer Bryan Eisenberg & John Quarto-von Tividar ISBN 978-0-470-29063-7 © Copyright tmg ltd All rights reserved Trademarks Google. .. reserved Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources http://digiworldhanoi.vn Internal Site Search Find out how your visitors search your site, what they look for, and where they end up © Copyright tmg ltd All rights reserved http://digiworldhanoi.vn Google Website Optimizer http://www .google. com/websiteoptimizer © Copyright tmg ltd All... Variations • Shape: Round, Square • Size: Small, Medium and Large • Colour: Red, Blue and Yellow Hypotheses • Red buttons convert better than blue or yellow • Large buttons convert better than small or medium • Round buttons convert better than square © Copyright tmg ltd All rights reserved Website Optimizer Tests • • • • • • • Google s A/B test Google s Multivariate test Split-path test Multipath Multivariate... All rights reserved http://digiworldhanoi.vn Caveat Website Optimizer tests can be used to test what people do, but not why they do it You need to infer from the variations and the analytics and a good piece of market understanding (‘know thy customer’).” © Copyright tmg ltd All rights reserved Designing the Test Before running the test, you must decide on these factors: • • • • A control A hypothesis...Pre-Defined Filters Google Analytics provides you with three predefined filter types: • • • Exclude all traffic from a domain Exclude all traffic from an IP address Include only traffic to a subdirectory © Copyright tmg ltd All rights reserved Custom Filters In addition, Google Analytics provides you with a number of custom options: • • • • • • Exclude... action Point of action assurances Typography and colour Product headlines, copy, images, descriptions… Category pages About us, contact us, delivery, terms and conditions Forms Shopping carts Offer incentives; etc © Copyright tmg ltd All rights reserved Page Priority Graph © Copyright tmg ltd All rights reserved http://digiworldhanoi.vn Caveat Website Optimizer tests can be used to test what people... improvement Conversions and visits © Copyright tmg ltd All rights reserved http://digiworldhanoi.vn Case Studies To discuss how we have optimised client sites and the results please get in touch: Wyndham Lewis tmg Pentagon House 52 – 54 Southwark Street London SE1 1UN +44 (0) 20 7378 2263 wyndham.lewis@tmg.co.uk © Copyright tmg ltd All rights reserved Citations Information and images contained within... Anything test Linger test Click test http://digiworldhanoi.vn © Copyright tmg ltd All rights reserved Design an A/B Test • Identify the metric What are you going to compare and contrast? • Describe the metric How will you compare and contrast the differences? • Optimise the system based on comparison of two or more tested solutions http://digiworldhanoi.vn © Copyright tmg ltd All rights reserved The... Extension of Goals • Predefined steps – E.g Purchase path from basket to confirmation • Track conversion process – See entry and exit points throughout process • Required steps? © Copyright tmg ltd All rights reserved Funnel Visualisation Find out which pages result in lost conversions and where your would-be customers go © Copyright tmg ltd All rights reserved E-commerce Tracking ... E-commerce Tracking var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google- analytics. com/ga.js' type='text/javascript'%3E%3C/script%3E")); var pageTracker = _gat._getTracker("UA######-#"); pageTracker._trackPageview(); pageTracker._addTrans( . All rights reserved. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www .google. com /analytics http://www .google. com/websiteoptimizer http://digiworldhanoi.vn. what they look for, and where they end up. http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Google Website Optimizer http://www .google. com/websiteoptimizer http://digiworldhanoi.vn. War. http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Google Analytics http://www .google. com /analytics http://digiworldhanoi.vn © Copyright tmg ltd. All rights reserved. Custom