customer insight using google analytics - alyson murphy - digital east 2014
DESCRIPTION
There’s a lot to sift through in Google Analytics in the quest to understand your customer. Alyson Murphy will walk you through which reports and configurations can help you understand your potential customers’ intent when they reach your site and how they move through the purchase funnel. With this knowledge you should be able to know which areas of your site to focus on for optimization.TRANSCRIPT
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Understanding Your Customers Through Google Analytics
@AlysonMurphy@Moz
Okay, so… Let’s look at our customers in Google Analytics
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THAT’S A LOT OF REPORTS!
bit.ly/photo-source-wow
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Alyson, I’ve got this.
The New vs Returning Report
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50% New50% Repeat
Lower Bounce Rate for
Returning
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That’s cool.But so what?
bit.ly/photo-source-tiger
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You can describe the basics with the basic reports,
but let’s make it actionable!
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Let’s back up a step
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To understand your customers,You must first understand yourself.
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Let’s map out your objectives
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Why does your company exist?
At Moz, we create software to help companies get visibility on the internet.
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We want our customers to use our tools successfully…
But how do they get there?
Primary Goals for our Customers
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#1 Go
through
the
funnel
#2 Use
our tools
to get
value
Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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bit.ly/ RegEx-helper
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Tackle the Primary Goals
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1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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2
3
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bit.ly/ funnel-problems
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Now let’s make this actionable.
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SegmentSegmentSegment
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Bad News
Can’t DirectlySegment the Funnel
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Good News
We can still get an actionable report
Segment on Marketing Campaign
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1. Go to the Campaigns report.
2. Build segments.
3. Build report in Google Spreadsheet.
Segment Design
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Got to Product Pg Got to Product Pg,Not further
Got to Checkout,Not further
Made it all the way
Got to Checkout
Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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2
3
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2
3
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2 1
Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Pro-tip
Cheat!Copy and alter segments
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Rename
Get rid of this step
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Segment Design
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Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
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Repeat the Cheat!Copy and alter the segment
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2
3
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Whew!That was a lot of segments.
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Now let’s look at the report
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1bit.ly/
utm-codes
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If you are going to look at it once,Pull those numbers into Excel.
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If you want to report over time,That’s a big pain.
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Good News
There is a GoogleSpreadsheet add-on
Google Spreadsheet Add-on
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1. Go to bit.ly/ga-addon
2. Install the Add-on
3. Grant permissions
Google Spreadsheet Add-on
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4. Go to drive.google.com
5. Create a new spreadsheet1
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Google Spreadsheet Add-on
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6. Go to Add-on Menu
7. Create new report
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2
Google Spreadsheet Add-on
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8. Name your report
9. Select account info
Google Spreadsheet Add-on
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10. Select metrics
Google Spreadsheet Add-on
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2 Change XX to Goal #
(18)
1 Add dates
Google Spreadsheet Add-on
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IS FOLLOWED
BY
bit.ly/ga-segments-1bit.ly/ga-segments-2
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Rinse and repeat with your other segments
Example Report
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Example Report
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Why so low?- Not trying to sell with email
Why so different?- Need to improve
Landing Pages
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Rinse and repeat with other
segments types
bit.ly/photo-source-dog-pool
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Rinse and repeat with other
business objectives
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GET TO
KNOW
YOUR
CUSTOMER
S
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bit.ly/deast14-am64
@AlysonMurphy