presented by: michael david · 2020. 3. 17. · leverage google analytics to create an engaging web...

4/30/2015

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michael david | [email protected] | @tastyplacement

Leverage Google Analytics to Create an Engaging Web Experience

Presented by:Michael David



Google Analytics:

Who they are

What they do

What they like

Where they are

When the act

What tools they use

INTRO: WHY GOOGLE ANALYTICS?

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Consider This:

Today, a paperboy with GA has more accurate insight into his website visitors, their behavior and demographics, than any advertising campaign that exisited prior to 1995.




Anyone engaging with GA now?

Anyone have it installed but don't know what to do next?

Is anyone tracking GA Goal Conversions?


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Universal Tip:

Use Google's Tag Assistant Chrome Extension to set up analytics perfectly

INTRO: GA POWER TIP



INTRO: GA POWER TIP

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GA Setup Considerations:

Google's new Universal Analytics:

Better data collection, more devices

Install UA Code, replaces old code

Code before closing </head>

Eventually mandatory

Upgrade soon-ish

ANALYTICS SETUP CONSIDERATIONS



GA Setup Considerations:

Are you truly responsive?

Got nice trackable URLs?

Got Adwords and /webmasters connected?

ANALYTICS SETUP CONSIDERATIONS

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NAVIGATING GOOGLE ANALYTICS

}Audience: Who your visitors areAcquisition: How they got to your siteBehavior: What they did on your siteConversions: Did they complete a goal?

Advanced Customization

GOOGLE ANALYTICS: Audience > Overview(DEFAULT)

COREMETRICS:

SessionsUsersPageviewsPages/SessionDurationBounce Rate

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Acquisition > All Traffic Audience > Source/Medium

WHERE DO THEY COME FROM?:

Google?CPC/CPC?Referrals?

Engagement?-pages-bounce

Behavior > Site Content > All Pages

WHAT DO THEY DO?:

Popular Pages?

Engagement?-time-bounce-% exit

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Behavior > Site Content > All Pages

92 % Exit1300 views/mo

What is happening?

What is the opportunity?



What types of pages would have an inherent bounce rate near 100%

CURING BOUNCE RATE & EXIT PAGES

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What types of pages would have an inherent bounce rate near 100%

- Thank you pages at the end of shopping carts, tests, form submissions- Invitations to exit, like “visit us on facebook”- One page websites

- Remember, you don't mind a bounce rate/exit page if the customer has taken the action that you asked them to take (more in a moment)




Ways we can address Exit Pages:

Examine Content & Appearance of Page

Is the content weak? Is the page unnattractive? Is the page unreadable on new devices? Does the page present display problems for its audience?


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Does the page fulfill the promise of the inbound path?

Users come to a page with expectations they acquire along the inbound path

Kansas Veterinary Medical Association





Are their Paths/Links to other content? “Related Pages” Is there a clear and strong Call to Action?

A Call to Action is the ultimate engagement, it turns a visitor into a buyer, member, attendee, regular reader, social follower, more


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Solution: we can “present” a continued path Comment section/Review section Create Paths/Links to other content? “Popular Pages” links “Related Pages” links Social sharing




The Ultimate Way to address Exit Pages:

Is there a clear and strong Call to Action? What do you want? Members? Attendees? Social Followers?

A Call to Action is the ultimate engagement, it turns a visitor into a buyer, member, attendee, regular reader, social follower, more


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Why is this a good or bad page for the purpose of getting a customer to act?

CALLS TO ACTION




Kansas Veterinary Medical Association

CALLS TO ACTION

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American Society of Plastic Surgeons

CALLS TO ACTION



Goal Tracking lets you define a user action and then you can measure your success at reaching that goal in GA

Purchases Contact Form Fills Requests for information Downloads

It's tricky to set up, get help from I.T.

GOAL TRACKING IN ANALYTICS

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Goal Trackingopens up the “conversions” section...


Goal Tracking ties successful engagement to other metrics such as:

Source Ads Referrals Specific Entry content Time of Day Region of Country etc


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Users on Responsive Sites:Your Site Appears Differently

Devices Behave Differently

Users Behave Differently

Are you mobile ready/responsive?

ENGAGING PHONES & TABLETS



What Do We Really Want to Know About Our Mobile & Tablet Users?

Are they engaged?

Are they converting?

Can we improve conversions?


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First, a Quiz: Desktop v. Tablet v. Mobile8 Months of Traffic, Texas (in State) Visitors Only, Responsive Site:




Which Device Engaged Users? Desktop v. Tablet v. Mobile

Conversion Rate: 3.71% - Time on Site: 2:37




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Which Device Engaged Users? Desktop v. Tablet v. Mobile




Tablet Wins!




Let's Build a Custom Analytics Report That Illuminates User Behavior by Device

Create Custom Segments

Save (& Share?) Custom Report

Build User Defined Report

ADVANCED SEGMENTING

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Let's Create a Segment

Expand Segment Section

ADVANCED SEGMENTING




Segment Section Expands with pre-defined segments, custom segments you create are added permanently

ADVANCED SEGMENTING

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Click “Create New Segment”

ADVANCED SEGMENTING



About Segments:

Custom filters based on any Analytics attribute

Combine multiple filters

“I wish I could see...” It's here

Example: Remarketing visitors, from California, on Desktops

ADVANCED SEGMENTING

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Our First Segment: Mobile Users From Texas

Technology > Device Category > Contains > “Mobile”

ADVANCED SEGMENTING



Our First Segment: Mobile Users From Texas

Technology > Device Category > Contains > “Mobile”

Conditions > Region, Contains > “Texas”

That's it!

ADVANCED SEGMENTING

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Employing Segments and Building Reports

Navigate to:

Audience/Custom/User Def.

Your custom segments appear here

Drag up here to build a custom report

Click “Shortcut” to Save

ADVANCED SEGMENTING



Your Custom Report

Active Segments

Color Coded Graph

Standard metrics isolated by segment

ADVANCED SEGMENTING

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What to Watch For & Actionable Tasks

Look for Black Holes like < .5% Form Conversion, low times on site Look for huge differences between Desktop/Tablet metrics Challenge: Mobile Conversion:

Forms? Click to Call?

Adjust PPC Campaigns

ADVANCED SEGMENTING



Thanks!Stay for Q&A!

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Basic Analytics Considerations:

Are you truly responsive?

Got nice trackable URLs?

Got nice trackable conversion events? (.js?)

Got Adwords and /webmasters connected?

Code before closing </head>

presented by: michael david · 2020. 3. 17. · leverage google analytics to create an engaging web...

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