driving profit & revenue through search and social€¦ · second interaction is the phone...

Driving Profit & Revenue Driving Profit & Revenue Through Search and Social

AnalyticsAnalyticsChad Tsang

Milestone ConfidentialAnd Copyrighted 2013#MilestoneDMC2013

Driving Profit & Revenue Through Search and Social

•This was Google’s recent study on a consumer’s digital journey of purchase you can see that there is multiple channels involved purchase, you can see that there is multiple channels involved.

2Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

http://www.google.com/think/tools/customer-journey-to-online-purchase.html


•This is really similar to a setup of a basketball team. Your players have different focus: assisting shooting 3 pointers or slam dunks different focus: assisting, shooting 3-pointers, or slam dunks.



http://www.google.com/think/tools/customer-journey-to-online-purchase.html


Looking At The KPIs – The 3 Categories

On-Page Engagement, Usability,

Site Performance

Off-Page R l R i Relevancy, Reviews, Social Analytic

Conversion Revenue, Attributions,

Campaign Efficiency



p g y


It Translate Into These 5 Metrics

1. Visits / Visitors Type2. PageViews3. Bounce / Avg Time/ g4. Traffic Sources5 Goals Completion5. Goals Completion




When Logging into GA Home Screen When Logging into GA Home Screen Shows The Same Metrics




On Page – Visits and PageViews Do most of my visitors come on a certain day?Do most of my visitors come on a certain day?

Do they interact with the site differently depending on the time of day?

Were they on mobile looking for some quick fact / direction?

Or were they on desktop / tablet planning their travel?

Are my visitors from nearby feeder markets looking for weekend getaway?

Or are they from out of states looking for a vacation?




Visits by Hour / Day

We can look at Visit by Hour of the day, goal completed / conversion Rate. And the pages interacted by hour.




Visits by Devices

Looking at this example, we see visitors coming to our website’s restaurant page on mobile devices. Indentifying devices is important for analyze user intent.

1. Mobile and Tablets are more for quick facts, directories, and phone #2. Desktop is for research the trip, packages, and nearby attractionsp p p g y




Visits by Locations

Looking at visit / goal completion by Location. This is an overview of all city performance, not available in standard GA report.




On Page – Avg Time Spent & Bounce An average adult reads150 words per minute on a An average adult reads150 words per minute on a

screen.

Is visitor’s time spent on an informative pages or a i ?conversion pages?

Is this a bounce because of irrelevant content? Someone looking for dining and land on HH page?

Or is this a conversion disguised as a bounce? Or is this a conversion disguised as a bounce?

Which devices contributed most bounce?




Avg Time Spent & Bounce

A Bounce is when a visitor leave on the landing page without touching a second page.

30% - 50% Bounce Rate is a pretty good benchmark, but we need to consider average time spent. Did the visitor bounce without reading through the content?




Devices & Bounce

Search Engine keep tracks of bounces back to SERP

And take devices into consideration. For example, on mobile, usually the second interaction is the phone call, which means GA logs it as bounce.




On Page – Avg Ranking & Search Query

Ranking is not important?

Keyword Not Provided?Keyword Not Provided?




Average Ranking through GA

Ranking changes base on search intent, location, device, and search history. Because of that it is should not be use as a KPI to measure SEO performance.

It is, however, a good KPI to discover opportunities.

For example, Search Query can provide insight to the (Not Provided) keywords




Off Page – Traffic Source / Campaign

Identify Landing Page of your traffic sources (campaign, referral, search engine)

What devices were they using?What devices were they using?

Assistance by Traffic Source?




Off Page – Traffic Source/Landing Page Add Secondary Dimension to Traffic Source Report to look at:

Campaign

Keyword

Landing Page

Devices

Visitors Types




Conversion – Attributions and Goals Assisted Conversion Path

Attribution of Channels

Efficiency of Channel / Campaign

What is a Goal?

Goal by Source




Revenue by Assistance Path




What is a Goal?

A Goal is a trackable action that we want our visitor to take

Click to booking engine, Click to Facebook like, Subscribe to email list, RFP, and etc.




Key Take-away

Avg Ranking, Search Query, Traffic Source, Demand

Bounce, Avg Time Spent, Visitor, Landing Pages Website conversion

Assisted Conversion, Bookings,

Attribution Attribution, Bookings Conversion




“Literal” Take-away

Hour of the Day Reporthttps://www.google.com/analytics/web/template?uid=EqEc6bDHRUaxSE8Nvc9SAQ

Cit P f O i City Performance Overviewhttps://www.google.com/analytics/web/template?uid=54TrymekSxKM983mit_ENA

Device ReportDevice Reporthttps://www.google.com/analytics/web/template?uid=UsByKFwUSm6M5MaozWdrzw

Bounce Detail Reporthttps://www.google.com/analytics/web/template?uid=tTOH1gtSSoasJuc8CWfNvQ



Driving Profit & Revenue Driving Profit & Revenue Through Search and Social

Thank you!Thank you!

Milestone ConfidentialAnd Copyrighted 2013#MilestoneDMC2013

driving profit & revenue through search and social€¦ · second interaction is the phone...

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