Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29
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How can you create a great blog by taking a data-driven approach? This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.
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Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29
- 1. Owning a Great Blog: A Data- Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia gplus.to/vinoaj twitter.com/vinoaj conversionroom-japac.blogspot.com
- 2. Google s Mission: It s all about Information To organize the world s information and make it universally accessible and useful. Google Confidential and Proprietary 2
- 3. Agenda Google Analytics Create Great Google Insights for Search Content DoubleClick Ad Planner Attract Visitors Google Analytics Improve User Google Analytics Experience Google Website Optimizer Google Confidential and Proprietary 3
- 4. Create Great Content Google Confidential and Proprietary Google Confidential and Proprietary 4
- 5. What is interesting to the world right now? http://www.google.co.id/insights/search/ Google Confidential and Proprietary 5
- 6. Google Confidential and Proprietary 6
- 7. Google Confidential and Proprietary 7
- 8. Google Confidential and Proprietary 8
- 9. Google Confidential and Proprietary 9
- 10. Google Confidential and Proprietary 10
- 11. Time series trends Google Confidential and Proprietary 11
- 12. Insights for www.cookingandme.com Google Confidential and Proprietary 12
- 13. Insights for Search Google Confidential and Proprietary 13
- 14. Insights for Search Google Confidential and Proprietary 14
- 15. Insights for Search Google Confidential and Proprietary 15
- 16. DoubleClick Ad Planner www.google.com/adplanner Google Confidential and Proprietary 16
- 17. DoubleClick Ad Planner Google Confidential and Proprietary 17
- 18. DoubleClick Ad Planner Google Confidential and Proprietary 18
- 19. Design for your demographics • Font size increased from 12 to 13px • Bounce rate decrease noticeably within 5 days www.backtobasics.com.sg Google Confidential and Proprietary 19
- 20. Google Analytics To organize your website visits information and make it universally accessible and useful within your entire organisation Google Confidential and Proprietary 20
- 21. google.co.id/analytics Google Confidential and Proprietary 21
- 22. Track Behaviour Behaviour Entry Exit Engagement Google Confidential and Proprietary 22
- 23. Where are my visitors from? Google Confidential and Proprietary 23
- 24. What language do they speak? Google Confidential and Proprietary 24
- 25. What are people searching for? Google Confidential and Proprietary 25
- 26. Understand your audience better through segmentation Google Confidential and Proprietary 26
- 27. This blue line assumes everyone is the same Don’t make decisions purely on this blue line Google Confidential and Proprietary 27
- 28. The Power of Segmentation Online Offline + Offline only Online Organic (Google) Organic (Bing) only Google Confidential and Proprietary 28
- 29. Google Confidential and Proprietary 29
- 30. Google Confidential and Proprietary 30
- 31. Google Confidential and Proprietary 31
- 32. Google Confidential and Proprietary 32
- 33. Google Confidential and Proprietary 33
- 34. Google Confidential and Proprietary 34
- 35. Google Confidential and Proprietary 35
- 36. Google Webmaster Tools Google Confidential and Proprietary 36
- 37. Google Confidential and Proprietary 37
- 38. Recap Google Analytics DoubleClick Ad Planner Google Insights for Search Know what your Know what your community is audience is interested in searching for Create Great Content Know your audience Google Analytics Google Confidential and Proprietary 38
- 39. Attract Visitors Google Confidential and Proprietary Google Confidential and Proprietary 39
- 40. It’s not just about attracting visitors, it’s also about attracting the right type of visitors Google Confidential and Proprietary 40
- 41. Goals Bring Context to Numbers Google Confidential and Proprietary 41
- 42. Measuring Goals along the Purchase Funnel Spent > 3 mins on Watched our Created Purchased my my site product video membership product/service account Visited > 2 pages Visited Product on my site Features page Subscribed to Used my store newsletter locator Visited About Us page Clicked on Join Downloaded a Facebook button coupon GOALS STAGE Awareness Consideration Preference Action Google Confidential and Proprietary 42
- 43. 4 Goal Types in Google Analytics Goal Type Goal Triggered By … … visitor lands on your URL Destination subscribe page … visitor spends more than 5 Time on Site minutes on your site … visitor browses through 3 Pages/Visit or more pages on your site … visitor interacts with your Event social sharing widgets Google Confidential and Proprietary 43
- 44. Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors INSIGHT We’re doing awesome in Brazil! Right? Google Confidential and Proprietary 44
- 45. Goals Bring Context to Numbers INSIGHT Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good! Google Confidential and Proprietary 45
- 46. 360 Degree Tracking Google Confidential and Proprietary 46
- 47. URL Campaign Variables http://www.yoursite.com/landingpage.html? utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter Google Confidential and Proprietary 47
- 48. Google Confidential and Proprietary 48
- 49. Email Signatures http://conversionroom- japac.blogspot.com/? utm_source=email&ut m_medium=signature& utm_campaign=Signat ure Google Confidential and Proprietary 49
- 50. Google Confidential and Proprietary 50
- 51. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore- and-kuala-lumpur.html? utm_source=googleplus&utm_medium=post&utm_campaign=G plus+-+GoMeasure Google Confidential and Proprietary 51
- 52. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore- and-kuala-lumpur.html? utm_source=twitter&utm_medium=tweet&utm_campaign=Twitte r+-+GoMeasure+Videos Google Confidential and Proprietary 52
- 53. vs. Google Confidential and Proprietary 53
- 54. Understand your social media reach Google Confidential and Proprietary 54
- 55. Google Confidential and Proprietary 55
- 56. Compare your traffic channels Google Confidential and Proprietary 56
- 57. Multi-Channel Funnels 3/11/11 3/15/11 3/19/11 3/23/11 Conversion Google Email Direct Organic Google Yahoo Google Display Organic PPC Google NYT Google Twitter Organic Referral PPC Google Confidential and Proprietary 57
- 58. Google Confidential and Proprietary 58
- 59. Understanding research behaviour • INSIGHT • A significant number of sales occur due to a series of all-direct visits. Some visitors are making up to 7 or 8 direct visits prior to making a purchase. • A large number of direct visits signifies that the visitor has made up their mind to stay at Amari, but cannot decide on which package to purchase. • ACTION • Offer more enticing deals, content, calls-to- action, etc, the more visits that they make to your site. Google Confidential and Proprietary 59
- 60. What about the multi-visit customers? How do you get more of them to convert? 57% of all conversions had multi-step conversion paths Google Confidential and Proprietary
- 61. Insight: Increase display coverage Turned non-converting paths… 3/11/11 3/15/11 3/19/11 3/23/11 No Conversion 1 Visit Into converting paths via more display investment 3/11/11 3/15/11 3/19/11 3/23/11 Conversion 1 Visit Display Display Ad Ad 11% increase in bookings within a month Google Confidential and Proprietary
- 62. Recap Tag all inbound Attract Set Goals links Visitors Google Analytics Google Analytics Google Confidential and Proprietary 62
- 63. Improve the user experience Google Confidential and Proprietary Google Confidential and Proprietary 63
- 64. Traffic from Indonesia is rising rapidly Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 64
- 65. But engagement is declining Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 65
- 66. Bounce rates are steadily increasing Google Confidential and Proprietary 66
- 67. Google Confidential and Proprietary 67
- 68. So visitors are less-likely to stick around Google Confidential and Proprietary 68
- 69. Identify landing pages with high bounce rates Google Confidential and Proprietary 69
- 70. Google Confidential and Proprietary 70
- 71. Google Confidential and Proprietary 71
- 72. Google Confidential and Proprietary 72
- 73. Google Confidential and Proprietary 73
- 74. Test landing pages Google Confidential and Proprietary
- 75. Google Confidential and Proprietary 75
- 76. Media Button Google Confidential and Proprietary 76
- 77. 24 combinations tested…. Media: Button: 1. Get Involved Image 1. Sign Up 2. Family Image 2. Learn More 3. Change Image 3. Join Us Now 4. Barack’s Video 4. Sign Up Now 5. Springfield Video 6. Sam’s Video Google Confidential and Proprietary 77
- 78. Experiment results Google Confidential and Proprietary 78
- 79. $500m raised online Google Confidential and Proprietary 79
- 80. Where are people leaving my site? Google Confidential and Proprietary 80
- 81. Google Confidential and Proprietary 81
- 82. Google Confidential and Proprietary 82
- 83. Monetize exit pages “.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue Kevin Savetz, Owner, Savetz after targeting exit pages.” Publishing and FreePrintable Google Confidential and Proprietary 83
- 84. How do visitors interact with my site? Google Confidential and Proprietary 84
- 85. Google Confidential and Proprietary 85
- 86. Google Confidential and Proprietary 86
- 87. Google Confidential and Proprietary 87
- 88. Google Confidential and Proprietary 88
- 89. Google Confidential and Proprietary 89
- 90. Google Confidential and Proprietary 90
- 91. Should I create a mobile version of my site? INSIGHT • Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. • iOS users on the whole generate significant value for is this company. • iPad users are the most valuable mobile segment by far. ACTION • Prioritise iOS development. • Improve the user experience for iPad users. • Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g. Google Confidential and Proprietary 91 iPhone, iPod).
- 92. Mobile Visitors by Market (by Per Visit Value) INSIGHT Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries. ACTION Mobile apps will need to take developing market conditions into account in its design considerations: • Operate efficiently on low bandwidth connections Google Confidential and Proprietary 92 • Localised content
- 93. Mobile Visitors by Service Provider INSIGHT • A majority of mobile visitors are browsing via service providers in developing markets. • Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability. ACTION • Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations. Google Confidential and Proprietary 93
- 94. Can visitors view my website correctly? Google Confidential and Proprietary 94
- 95. Browser share in Indonesia (Q3 2011) Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 95
- 96. Browser share trends in Indonesia Source: Google Analytics Benchmarking Data Google Confidential and Proprietary 96
- 97. Recap Google Website Optimizer Google Analytics Google Analytics Fix problematic Improve high flows through bounce pages your site with testing Attract Visitors Fix or monetize exit pages Google Analytics Google AdSense Google Confidential and Proprietary 97
- 98. Let’s recap … Google Confidential and Proprietary Google Confidential and Proprietary 98
- 99. You can use data to own a great blog Google Analytics Create Great Google Insights for Search Content DoubleClick Ad Planner Attract Visitors Google Analytics Improve User Google Analytics Experience Google Website Optimizer Google Confidential and Proprietary 99
- 100. Subscribe for the Latest News Subscribe to receive latest articles in your inbox conversionroom-japac.blogspot.com Google Confidential and Proprietary 10 0