Art Center Interactive Design 4 Lecture Slides #5 (week 10) Importance of Analytics Key Performance Indicators Web Analytics Tools Intro to SEO

1. Intro to Analytics + SEO
Art Center Interactive Design 4 | Week 10 | Joy Liu

2. Analytics
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25
50
75
100
April May June July August

3. Why do we care about
collecting data?
Now, design and concepts can be measured and quantified.

4. Source of Quantitative Data
- which page do users “close the tab” on the most
- which page do users enter
- where do users come from
- what are users doing on each page of the site
- how long do users stay on each page of the site
- what are users doing with the content on the site

5. They all look interesting…
What’s meaningful/
actionable data?

6. Key Performance Indicators
How do we define and measure success towards a goal?

7. Joe Leech, http://www.cxpartners.co.uk/cxblog/big_list_of_ux_kpis_and_metrics/
Classic
Conversion (sales / visits)
Product page conversion
(sales / visits to product
page)
Funnel analysis
Basket abandonment
Bounce rate
Sales
Leads
Subscribers
Unique visitors
Returning visitors
Page views per visit
Visit to order ratio
Load time
Registrations
Visit / session length
Page views per visit
Time on page
Time on site
Form abandonment
Failed internal search
Referring pages / links
Geographic locations
Print page
Banners
Click through rate
Impressions
Financial / sales /
business
Average order value
Basket value
Profit margin
Average sales price
Cross sell
Gross margin
Category margin
Cost per lead
Customer acquisition cost
Lifetime customer value
Average customer value
Membership /
subscription churn

8. But…
without any actionable
insight, it’s just numbers.

9. Empower your data
- Set a reason
- Set a time period
- Set a baseline
- Set an action based on your finding

10. I want to know if feature x increased
the conversion rate of this website.
“ ”

11. 3/18 — 3/24
3/11 — 3/17

12. Web Analytics Tools
- Google Analytics
- Mixpanel
- Piwik
- Clicky
- KISSmetrics
- Optimizely
- ClickTale

13. Search Engine
Optimization

14. Remember him?

15. Well…
Google is the
boss now!

16. It’s all about the first place.

17. It’s all about making you click.

18. Minor changes in text

19. Search Engine Land, http://searchengineland.com/seotable

20. Search Engine Land, http://searchengineland.com/seotable
Quality
Are pages well written &
have substantial quality
content?

21. Search Engine Land, http://searchengineland.com/seotable
Titles
Do HTML title tags
contain keywords relevant
to page topics?

22. Search Engine Land, http://searchengineland.com/seotable
Crawl
Can search engines easily
“crawl” pages on site?

23. Search Engine Land, http://searchengineland.com/seotable
Quality
Are links from trusted,
quality or respected web
sites?

24. Search Engine Land, http://searchengineland.com/seotable
Authority
Do links, shares & other
factors make site a
trusted authority?

25. Search Engine Land, http://searchengineland.com/seotable
Reputation
Do those respected on
social networks share
your content?

26. Search Engine Land, http://searchengineland.com/seotable
Country
What country is someone
located in?

27. Things we already know
- Links
- Content Relevancy
- PageRank: Google’s algorithm to rank sites
- Penguin
- Panda
- Hummingbird

28. New factor: Social Media
- Shares
- Likes
- Tweets
- +1s
- Pins

29. New factor:
Google
Authorship

30. Find trending keywords
- Google Analytics
- Google Keyword Planner
- SEMrush
- Search Engine auto-suggestions
- Alexa

31. Do your meta tags
- title
- description
- URL
- open graph tags (for Facebook/Twitter)

32. Feed the crawler
- Do your H1, H2, H3 properly
- engaging images/videos with well-written alt tags
- lots of text relevant to your page topic

33. Additional Training
- Analytics Academy: https://
analyticsacademy.withgoogle.com/explorer
- Moz: http://moz.com/learn/seo
- Google SEO Guide: https://support.google.com/
webmasters/answer/35291