Web Analytics Basics

Conversion Tracking &

Segmentation

About Me

• Graduate of Columbia University (Psychology)• Living in Israel since 2005• SEM & Analytics since 2007• Founded Analytics Ninja in 2010

Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing campaign.

Get Accurate Conversion Data• Goal Tracking:What do I want someone to do on my site?(Online Sale / Lead / Newsletter Sign-up)

Which pages do they need to visit to accomplish this goal?

• TIP Learn some RegEx.http://www.lunametrics.com/regex-book/index.html

Get Accurate Conversion Data• Set Up Funnels:

Get Accurate Conversion Data• Check for Self-Referrals:

TIP

www.sitescanga.com

• Know Your Channels & Keywords:

• Know Your Channels & Keywords:

• Know Your Channels & Keywords:

Funnel Segmentation TIP

Horizontal Funnelhttp://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

Segmentation –> TIP

Create Engagement Goals & Advanced Segments

Segmentation – Engaged Visitors

• Engagement = many pages viewed, long time on site

• Non-engaged visitors probably will NOT become eventual customers

• Engaged visitors who happen to not convert could be in an earlier stage of the conversion funnel / sales cycle

• SEM Tip Use Adword’s “Search Funnels” reporting for deeper analysis of your conversion funnel.

• Segmentation – Engaged VisitorsLower than Avg.Ecommerce Rate

Higher than Avg.User Engagement

Segmentation – Engaged Visitors

Engaged visitors exhibit a likelihood of returning as branded or direct traffic.

• Branded Keywords vs. Non-Branded

TIP Add utm_nooverride=1 to destination URLs to track back the branded click to the original source.

Example:www.hertz.com?utm_nooverride=1

• Segmentation Non-Branded vs. Branded Keywords

*In my experience. Will differ depending upon scenario

Non-Branded BrandedSearch for “car rental” Search for “Hertz car rental”

Product / Service Traffic Brand Recognition / Interest

Primary SEO / SEM impact Secondary SEO / SEM / PR impact

Check for Higher % of New Visitors* Check For Higher % of Returning Visitors*

Check For Lower Conversion Rates* Check For Higher Conversion Rates*

• Branded Keywords vs. Non-Branded

ORIGINAL

Variation

• Segmentation – GWO ExampleSite wide – No clear winner. Higher Conversion Rate, but lower per visit value. Numbers were close.

After segmentation, we reveal a >25% improvement in conversion rate and per visit value.

(Customer service was making purchases from Israel)

• Review + Takeaways• Choose goals wisely – consider conversion process.

Use horizontal funnels.• Properly configure goals / look for tracking issues

(example: self-referrals)• Branded & Direct Traffic - likelihood of being in a later

stage of the conversion process / sales cycle.• Non-engaged visitors likely won’t make an impact

down the line. Engaged visitors could return as branded or direct traffic.

• Segment, Segment, Segment! -> By Source/Medium, Geo-Location, Engagement, Keywords, Custom Variables, etc.

Contact Info:Yehoshua Corenwww.analytics-ninja.comninja@analytics-ninja.comGoogle Talk: @analyticsninjaPhone:+972 (0)54-659-9420Phone:+1 315-646-5294