google analytics for conversion

@conversionista

John Ekman – Chief Conversionista

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@Conversionista

Nr 1 on Online Conversion in Sweden

Since 2006

80 + conversion projects

50% E-commerce

Rest is B2B/B2C Lead generation

International speaker & blogger

John Ekman a.k.a Chief Conversionista

1070%

Member and founder of

TheConversionAlliance.com WebAlliance.se

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What is Conversion?

Digital conversion optimization

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Conversion is to get your visitors to do what you want them to do on your web site or on a separate landing page

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From

”Could”

to

”Should”

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Statoil – Car rental

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I become the d-fens of Conversion

2011-05-24

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Statoil – Car rental

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The first law of conversion

”Conversion happens when your and your visitors’ goals meet”

Persuasion Usability

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David Boronat

”Persuadability”

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”b esökare”2,72% ”What now?!”

The BIG question

Visitors

Customers

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We need More Data!!!All the

We only need the right data

Wikimedia Commons

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Are you still just controlling

when you could be optimizing?

optimization focused metrics

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The 3 steps on the metrics evolution

No Metrics Metrics for Metrics sake

ActionnableMetrics for Business

Improvement

2011-05-24

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When more data is just.......

more data

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Bolån

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WHAT DOES THE MORTGAGE CUSTOMER LOOK LIKE?

Traditionelle Ture Självständige Sam Hjälpsökande Hjördis Ointresserade Olof Noggranne Noel

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all the cards are on the table

$+ +

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Bolånekalkyler

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What persona does that appeal to?

Traditionelle Ture Självständige Sam Hjälpsökande Hjördis Ointresserade Olof Noggranne Noel : 19%

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THE RESULTS THE TECHNICAL APPROACH

Competitive

Methodical

Spontaneous

Humanistic

YUMMY!!

?

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TWO STEP APPROACH WITH SOCIAL PROOF

Competitive

Methodical

Spontaneous

Humanistic

YUMMY!!Expand & refine

YUMMY!!

YUMMY!!Remove

FUDs

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what’s a local optimum?

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Our job – to roll back the tape

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The BIG question

Visitors

Customers

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Optimizing for different personas

Competitive Methodical

Spontaneous Humanistic

Thanks Bryan Eisenberg

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”Web analytics is great at the what but not the why”

2011-05-24

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What are the most valuable GA metrics for conversion

improvement?

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#1 - Be like the dalai Lama

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#2 set up goals & funnels

Goal on separate URL/page

If not: as virtual pageview when content is delivered

If not: as onclick event when the last measurable action is taken

URL Goals:

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#3 - enable Site search

Tells you what people are looking for on your site

Tells you what users are not able to find on your site

More searches from some traffic sources?

Specific searches from some traffic sources?

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SeARCHERS ARE CONVERTERS!

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#4 Measure on-page events on critical pages

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Event tracking tips

Implementation is easy (technically speaking) Structure can be tricky

– Category– Label– Action

Interpretation is even trickier Low interaction =

– Good usability - Few visitors have to bother with that controlOR

– Visitors can’t find the control and are leaving at this point

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Form analysis alternatives

Google Analytics– Free– Data is stored forever– “Manual” tag implementation – You have to do the

visualization yourself

Clicktale– Cost (not too high)– Account paused = data lost– Single sitewide script/tag– Visualization is “automatic”

BUT– Often requires some manual

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Seems to good to be true......

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What does it cost to fix the forms?

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#5 Track error messages in Google Analytics

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25% of visitors were turned awayBy tracking delivery of error messages in Google Analytics we discovered that:

25% of visitors were told ”site is closed”

When in fact, it was only a problem validating their ID number (who had been entered in ”incorrect Format”)

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The error messages are in the log files

Maksym Yemelyanov- Fotolia

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Track error message in Google Analytics

If you track error message on the web analytics level you can tie the events to traffic source, browser size, OS and all that.

Method– Virtual pageview– Event tracking

You can measure impact on conversion– Advanced segment: include visit to error message virtual

pageview or not.

2011-05-24

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Case study

Ecommerce analytics

Analysis and improved tracking in Google Analytics helped us

understand in what conversion step an online retailer had problems

2012-11-05

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www.conversionista.se

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

2012-11-05

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Stay on the site

Find products

Add to cart

Checkout

Bounce rate / Engagement rate

2012-11-05

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What’s a not so bad bounce rate?

Over 50% - Go to work on it Below 50% - Might not be your worst problem Good target 20%

What drives bounce rate?– Comparison shopping– Shopping/browsing/novelty behaviour (read: fashion)

2012-11-05

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Stay on the site

Find products

Add to cart

Checkout

Advanced segment:visits to category and product pages

use “include pages where URL contained”

if URL structure is “flat” or “Unorganized” you need to rewrite the URLs in the script execution

2012-11-05

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Stay on the site

Find products

Add to cart

Checkout

Event trackingAdd to cart actionSeparate action on Category and Product pages

2012-11-05

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Stay on the site

Find products

Add to cart

CheckoutForm analyticsFunnel Visualization

2012-11-04

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Exemple of E-commerce Analysis

Unique visitors

Engaged visitors

Visits with ”View cart”

Purchases

Bounce rate

26,5% 77 007

56 639

3 111

2 357

346

Visits with ”Add to cart”

Add to cart rate

5,5%

View cart rate

75,7%

Cart Completion rate

11,1%

Cart Abandonment rate

88,9%GA funnel reportConversion rate

0,45%

2012-11-04

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GA Funnelreport

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The BIG question

Visitors

Customers

@conversionista

Optimizing for different personas

Competitive Methodical

Spontaneous Humanistic

Thanks Bryan Eisenberg

2012-11-05

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Stay on the site

Find products

Add to cart

Checkout

2011-05-24

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Traffic sources

”Bredband” ”London trip” Adwords Aftonbladet

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You don’t have one CONVERsion PROBLEM!

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The 5 key conversion methods/Metrics for conversion

1. Think like Dalai Lama - Dare to let go!2. Set up Goals & Funnels3. Enable Site Search4. Measure on-page events on critical pages 5. Track error messages in Google Analytics 6. Track the 4 steps of E-commerce conversion

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Twitter: @Conversionista


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