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10 Tips for Web Analytics as presented at Marketing Festival in Brno, Czech Republic on 1st Nov 2014TRANSCRIPT
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Making Analytics Valuable
G’day, I’m Peter
@peter_oneillPage 2 1st Nov 2014
Making Analytics Valuable A lesson learnt over the years –
understand your Audience You just heard from Avinash You are inspired I can’t compete
Instead of inspiration, I am aiming for immediately actionable
This is a set of tips to get more impact in less time
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one area you must get sorted
two items to record in your analytics tool
three (sets of) goals for Google Analytics
four reports to create, automate & use
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ONE AREA YOU MUST GET SORTED
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One area – Campaign Tracking You MUST get this right I really hope you know this
Means adding campaign parameters to the URL Structure varies by analytics tool
If not done, analytics tool relies on referrer data If within an app – no referrer If redirects – not the actual referrer
Plus only tells you source, no detail
So why are so many companies not doing it? Don’t you want to know what your work is worth?
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Options for resolving Campaign Tracking Can do it manually one by one
GA URL Campaign Builder Chrome extension
Can bulk create manually – use Excel tools L3 Analytics GA campaign builder L3 Analytics SiteCatalyst campaign builder
Autotag for Adwords Most vendors can add automatically
Email, Affiliates, Display, Buffer Most don’t do it by default – request/insist!
There are no excuses, GET THIS SORTED!
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TWO ITEMS TO RECORD IN YOUR ANALYTICS TOOL
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Item 1 – Basic Page Information Always record:1. the full URL of the page being viewed2. the referrer to this page Key use is identifying the cause of 404 error pages
url that generated error referrer to that page
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Item 2 – Search Results Record the number of search results Key use is search terms with ZERO search results
Fix it so people can find what they were looking for
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THREE (SETS OF) GOALS FOR GOOGLE ANALYTICS
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Goal Set 1 – Negative Goals Goals can be about negative website experiences1. Create a goal for viewing 404 Error pages2. Create a goal for experiencing Form Validation errors If “Goal Completion Rate” is above X%, take action
Set own limit but should be below 5%
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Goal 2 – True Sessions by Channel Direct Entry sessions report as the previous traffic source This is a clever (hack) solution Create goal for all sessions
Destination goal – Begins with / Use Assisted Conversion report
Select “All Sessions” Goal Last Click metric is now true
Sessions Compare against Channels
report
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Goal Set 3 – Create a Horizontal Funnel We all love funnels Create a goal for each checkpoint
It creates a horizontal funnel Can then view funnel for all
dimensions values within any report Use to identify differences in
performance
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FOUR REPORTS TO CREATE, AUTOMATE & USE
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Reports 1 – Weekly Performance Reporting Analytics is not about
reports But we need information
spread across the company Reporting has its place My approach
No speedometers, pie charts, flashy elements
Small number of key metrics Comparison number Trended over time Segmented
Multiple Dashboards 1st Nov 2014@peter_oneillPage 16
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Reports 2 – Tactical Reports – Merchandise
A. Most popular productB. The money makerC. Something is wrong
D. Another issue hereE. Opportunity product,
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Reports 2 – Tactical Reports – Content1.Article #2
Popular Not very
effective Access via
other sites
2.Article #11 Less popular High reads,
shares & comments
Access via internal links
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Reports 3 – Entry Points vs Traffic Sources
Overview of where people enter the website from each channel
Evaluate quality of each traffic source/entry Using Bounce Rate or Conversion Rate or metric of your choice1st Nov 2014@peter_oneillPage 19
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Reports 4 – Performance Diagnostic
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Reports 4 – Using Performance Diagnostic reports Extend the report
Metrics – traffic, engagement, performance, etc Dimensions – traffic source, entry point, device, gender, etc
Create Internal Benchmarks Internal benchmarks are the maximum for each metric Look for biggest gaps in performance vs these benchmarks If ecommerce conversion rate is 3.2% for domestic traffic using
Chrome on desktop devices – why is it so poor elsewhere? Identify the weak points & calculate value of fixing Based on data, this is a prioritisation list for improving
performance Gives you a set of actions for the next 3 months (to make more
money) 1st Nov 2014@peter_oneillPage 21
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Summary of Approaches to Make Analytics Valuable1. Ensure all campaigns are tracked2. Track URL & Referrer – fix 404 Errors3. Track # Search Results – ensure results for common terms4. Create Negative goals – trigger action when above X%5. Create All Sessions goal – get accurate Direct Entry traffic6. Create Goals for a Horizontal funnel – easily evaluate
performance for any segment of data7. Use Weekly Performance Dashboards – spread the knowledge8. Create Tactical Reports – ensure daily actions are informed &
smart9. Review Entry Points vs Traffic Sources – overview of website
access10. Review Performance Diagnostic – identify where fixes are
required
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Access Templates All templates can be found & downloaded from
www.l3analytics.com/marketing-festival
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THANK YOU
I can be found at
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
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