Peter Howley of Empirical Path's presentation to the Legal Services Corporation (LSC) Technology Initiative Grants (TIG) conference January 11, 2012

1. #lsctig @lsctweets @EmpiricalPath
Peter Howley of Empirical Path
@phowley99 @EmpiricalPath

2. #lsctig @lsctweets @EmpiricalPath
‣ Introduction
‣ Status Quo
‣ Count Conversions
‣ Segment Audiences
‣ Test Ideas
‣ Share Insights

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‣ Founded in Washington DC in 2002
‣ Atlanta and NM offices
‣ Founder led web analytics at
washingtonpost.com
‣ Google Analytics Certified Partner
‣ Yahoo! Web Analytics Consultant
Network
‣ Webtrends Agency

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‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes

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Reports that measure only how many
people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers

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Measure how many times they complete
the funnel (& achieve campaign goal):
‣ Purchases
‣ Social shares
‣ Email signups
‣ Contacts via form & phone
‣ File downloads
‣ Video views

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Main
Domain

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Vendor
Domain

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Show all, new,
returning, or
campaign, etc.
visits
NOTE: All data disguised

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NOTE: All data disguised

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Only
cumulative
share data
No share
data

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NOTE: All data disguised

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Measure conversion rate for each key
segment of visitors.
‣ Traffic source (PPC, email, SEO)
‣ Geography
‣ Loyalty (new, returning)
‣ Answers to survey questions
‣ Content interest
‣ Prior purchase

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Unique
content for
each audience

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Row for each
segment…in Conversion
any report rates for
multiple goals
NOTE: All data disguised

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Tells analytics Ties in other
which analytics
channel tools
worked
1 row for each
link or set of
links worth
tracking

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Other
Revenue
Conversions

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Experiment with ideas and use
conversion rate in key segments to pick
a winner:
‣ Landing Page
‣ Ad Copy
‣ Home Page
‣ Offer
‣ Discount
‣ Button color

24. #lsctig @lsctweets @EmpiricalPath
23% of next
23% of next clicks
clicks from the
from the
homepage are
homepage are to
to promotions
promotions
Above-the-fold
call-to-action

25. #lsctig @lsctweets @EmpiricalPath
Copy pushes
everything
but Carousel
below fold
79% of page
views are
entries to the
site
Carousel
dominates
above-the-
fold

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Revenue per
Pageview
shot up
Pageviews
dropped as Bounce rate
client cut improved
PPC
NOTE: Period data disguised

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Visits viewing
page spent 32%
more despite
falling 73%
Oh yeah!
NOTE: Period data disguised

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Lose; draws
eye from
product art &
headline
Shrink;
pushes
products &
prices down
Downplay;
9% click but
27% of those
come back
Keep; 18% of
entrances
click
Shrink;
pushes
products &
prices down

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Get analytics reports, findings &
recommendations to decision-makers
‣ Build useful dashboards
‣ Email reports automatically
‣ Update spreadsheets automatically
‣ Try out mobile apps
‣ Display real-time metrics

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Please Submit Your Session Evaluation:
‣ http://svy.mk/TIGEval from your
laptop, smartphone, or tablet
‣ Session Title: Google Analytics:
Measure to Ignite Results, not
Reports
‣ Or Enter This Session Code: GAMI
‣ (You can also still submit a paper
evaluation.)

41. #lsctig @lsctweets @EmpiricalPath
Questions now?
Questions later:
‣ info@empiricalpath.com
‣ @EmpiricalPath or @phowley99
‣ Facebook.com/EmpiricalPath
‣ +Empirical Path Page