Google analytics and website optimizer

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Google analytics and website optimizer © Copyright tmg ltd. All rights reserved. Google Analytics and Website OptimizerLet your visitors lead youBy Simon Whatleyhttp://www.google.com/analyticshttp://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 Analyticshttp://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 Cover1. Profiles2. Filters3. Goals4. 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 appliedBest 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 Profiles1. 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" visitors3. 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 traffic10. 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
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