Show Me The Money!Driving Value from Your Web Analytics

Dr Dave Chaffey, CEO Smart InsightsJune 16th 2010

eTail 2010, London

Download presentation from: SmartInsights.com

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Best practice

Qualifications

Books

About Dave Chaffey

Portal & software:www.smartinsights.com/beta

Search &Conversionconsulting

Strategyconsulting

Show me the money!

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http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/

The 3 key value measures in GA:o 1. Index value (Top content reports)

Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.

o 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.

o 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

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The most neglected features of (Google) Analytics

Reporting features Measures

Advanced Segments

Per Visit Value

Custom Advanced Segments

$Index value

Custom Intelligence Alerts

Event tracking

Custom Reports Custom variables

SOUND ADVICE… BUT NEED TO THINK BEYOND THE FUNNEL

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Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com

Where are we driving/losing value?Introducing the REAN framework – application – goals and dashboards

► Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites

► Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites

► Activate – Convert engagement into business value – generate leads and sales

► Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content

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Steve Jackson (2009) Cult of Analytics

REAN dashboard KPIs for e-retailers

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How do we compare? Benchmarks

Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics | 8

Coremetrics summary dashboard example

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REACH!Which referrers, campaigns are driving value?

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Segmenting Traffic value Key referring segments:

o Search• Paid vs Natural• Branded vs non-branded

o Email marketingo Affiliateso Social media

Don’t forget:o New vs returning/customer non-customero First and last referrer. Use attribution scripts:http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

Advanced segments – some options1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer

3. Segmentation by Engagement• 5 pages,• <3 pages

4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation

5. Segmentation by Landing Page Type

6. Segmentation by Event:• Conversion goal types and E-commerce

7. Segmentation by Platform (less important)

• Browser• Screen resolution• Mobile platforms

8. Segmentation by Location • Main markets• UK• US• FIGS• ROW

| 12 + By behaviour – search and browse

See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

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Segmenting search visits

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Advanced segmentation for social media

Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/

See also: www.davechaffey.com/online-reputation-management-tools

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Some ideas for using custom reports 1. Time reporting.

Use a dimension of week/month to compare performance over time more easily

2. Value reporting. Repeat the value of different contributors:o Keywordso Landing pageso Product categorieso Countries

3. Role-based reporting.Setup different tabs for different types of people or marketing activity

http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

2010| Advanced SEO Course| 16

Gap analysis to maximise search value

• Should show:• Potential performance from keyphrase estimators• Your actual performance

(position, clicks, conversion, sales, value):– Paid – absolute and relative– Natural – absolute and relative

Integrate sourceswith scripts or

Excel VLOOKUP()function

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Using GA Intelligence to Alert you to traffic problems?

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Use your “Intelligence”

http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

Tip: Use Custom Alerts in your system

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New May 2010 Google Adwords Beta

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ENGAGE!Which content, merchandising is driving value?

Where do we start optimisation? What will give us the biggest uplift in…?

Home page Landing pages

Category pages

SearchProduct pages

Conversion goal pages Check out pages

Branding & utility pages

Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce

and exit rates multiplied by page views

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Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.

Home page

Search page

Category page

Product page

Sub-product page

Checkout / forms

Tailored landing page

Security & Privacy

About Us“Points of Resolution”

Pricing

Detailed product info

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Practical Tip Review % age of visits by

different landing page types (for first time and repeat visitors)

Source: Craig Sullivan independent survey 2009 | 23

Case study Euroffice

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SEO and brand intro

OVP

OVP

Encourage searchdominant visitors

Encourage browsedominant visitors

“Reasons to return”

Social proof

Source: Craig Sullivan independent survey 2009| 25

How effective is your scent?

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WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

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Advanced: Dimensionator for second page viewed

http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html

Tracking on-site search

| 28 Tip. find the search query parameter from the URL of a search results page

Coremetrics UK Retail benchmarks

Segmenting pages/product by performance

High Potential(Problems)

Top Performers

(Stars)

Low Potential, Low Performance

(Dogs)

Consistent Performers(Cash Cows)

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Conversion rateOr conversion rate variance (add to basket) compared to average

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ACTIVATE!

New – 20 goals in GA so group them!

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Segment your funnels!

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

Engagement essential configuration:Event tracking and site search hack

Source: Google announces final rollout of Event tracking June 2009:http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html

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http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

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NURTURE

Campaign tracking Adwords will be tracked automatically

provided you have specified within Adwords All other referring campaign traffic sources

need parameters adding where practical Example: http://econsultancy.com/reports/search-engine-optimization-seo-be

st-practice-guide?utm_medium=affiliate&utm_source=generic Variable Meaning - http://www.epikone.com/blog/

utm_campaign The name of the marketing campaign, e.g. Spring Campaign.

utm_medium Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients?

utm_source Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search,

utm_content The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable.

utm_term The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example.

Tip: Use a URL builder or spreadsheet Another example: http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909 &utm_campaign=CCXAQ081009A &utm_source=Monthly_xArts_Email &utm_medium=Internal_Email &utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]

Activity: Try the Google URL builder

http://www.google.com/support/analytics/bin/answer.py?answer=55578

Which merchandising is driving value: Event tracking or an internal search hack

Source: Google announces final rollout of Event tracking June 2009:http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html

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http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

Custom variables in Google Analytics

►Original called _setVar Javascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.

►Now _setCustomVar ►With up to 20 variables by content types►Possible applications:

►Different subscribers - bronze, silver, gold►Customers vs non-customers

►Care with Personally Identifiable Information!

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Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html

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Use Feedback tools for…“Why” not “What”

http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can help

iPerceptions http://www.4qsurvey.com/

“Bad web site. Difficult to find item as no search box provided for short cut”

“I can't find any prices on your website” “Would like to see where I can buy products from” .

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Voice of the customer

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Gaining site and business innovation ideas through Uservoice

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Source:

It’s a long journey… Good luck!

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