Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
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Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
- 1. 3 Things to Do With Google Analytics Google Analytics Konferenz, Wien, September 29th 2011 Clancy Childs EMEA Manager, Google Analytics Google Confidential and Proprietary 1
- 2. Web Analytics http://f1me.net Google Confidential and Proprietary
- 3. In the Beginning… Google Confidential and Proprietary
- 4. What Came Next Google Confidential and Proprietary
- 5. The Three Main Web Analytics Activities Business Intelligence • Executive Dashboards & Competitive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
- 6. Business Intelligence Google Confidential and Proprietary
- 7. My Definition Actionable Metrics Business Intelligence Executive Visibility Google Confidential and Proprietary
- 8. Actionable Metrics • Must align with your business objectives. • An Ecommerce site should focus on sales rather than visitors. • A good tech support site might have a high bounce rate! • Must pass the “So What?” test. • For a change to any metric, if you can’t answer “So what?” with a reason of how it affects this business, then it is not a good metric. • Must be able to be affected by the business. • If a metric changes in the “wrong” direction, can you fix it? • Should be refreshed frequently. • Your business changes, so should your measurements. Google Confidential and Proprietary
- 9. Executive Visibility Google Confidential and Proprietary
- 10. How Big Should Our Dashboard Be? 7±2 Fit on a single computer screen with no scrolling A single page of A4 paper Google Confidential and Proprietary
- 11. Dashboard Delivery in Google Analytics Google Analytics Export API Etc. Google Confidential and Proprietary
- 12. Traffic Optimisation Google Confidential and Proprietary
- 13. Traffic Optimisation Quantity & Quality Google Confidential and Proprietary
- 14. Intelligent Search Advertising Hold your campaigns and keywords accountable Calculate Return on Investment / Return on Ad Spend Instead of budgeting, managing advertising to a Cost Per Acquistion target Google Confidential and Proprietary
- 15. Intelligent Search Advertising Identify converting organic keywords with low visits Learn what your users are searching for on your site Google Confidential and Proprietary
- 16. Organic Search Google Confidential and Proprietary
- 17. Social Engagement Google Confidential and Proprietary
- 18. But we are only looking at a small part of the story! Most marketers today rely on 3-5 marketing touches per campaign Source: InfoTrends, October 2010 Google Confidential and Proprietary 18
- 19. Multi-Channel Funnels Google Confidential and Proprietary
- 20. The Anatomy of a Conversion Last Interaction Time Lag Overall Path (Time to Convert) Length: 4 Assist Interactions First Interaction Google Confidential and Proprietary 20
- 21. Conversion Rate Improvement Google Confidential and Proprietary
- 22. The Components of Conversion Rate Improvement Tried & tested Google Confidential and Proprietary
- 23. How Do You Decide on Site Design? The HiPPO: Highest Paid Person’s Opinion Google Confidential and Proprietary
- 24. Using the Scientific Method 5. Implement and Refine 1. Analyse Data 4. Run a Test 2. Identify Problems 3. Build a Hypothesis Google Confidential and Proprietary
- 25. Success Story: Cottages4You Checkout Process Resulted in a 21% increase in users going on to the next stage of checkout. Google Confidential and Proprietary
- 26. Recap Google Confidential and Proprietary
- 27. The Three Main Web Analytics Activities Business Intelligence • Executive Dashboards & Competive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
- 28. Where to Get Help Google Confidential and Proprietary
- 29. Danke! Google Confidential and Proprietary