Date post: | 15-May-2015 |
Category: |
Technology |
Upload: | empirical-path |
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#lsctig @lsctweets @EmpiricalPath
Peter Howley of Empirical Path @EmpiricalPath @phowley99
#lsctig @lsctweets @EmpiricalPath
‣ Introduction
‣ Status Quo
‣Count Conversions
‣ Segment Audiences
‣Test Ideas
‣ Share Insights
#lsctig @lsctweets @EmpiricalPath
‣ 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
#lsctig @lsctweets @EmpiricalPath
‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes
#lsctig @lsctweets @EmpiricalPath
Reports that measure only how many people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers
#lsctig @lsctweets @EmpiricalPath
Measure how many times they complete the funnel (& achieve campaign goal):
‣ Purchases
‣ Social shares
‣ Email signups
‣ Contacts via form & phone
‣ File downloads
‣ Video views
#lsctig @lsctweets @EmpiricalPath
Main Domain
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Vendor Domain
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NOTE: All data disguised
Show all, new, returning, or
campaign, etc. visits
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NOTE: All data disguised
#lsctig @lsctweets @EmpiricalPath
Only cumulative share data
No share data
#lsctig @lsctweets @EmpiricalPath
NOTE: All data disguised
#lsctig @lsctweets @EmpiricalPath
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
#lsctig @lsctweets @EmpiricalPath
Unique content for
each audience
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
NOTE: All data disguised
Row for each segment…in any report
Conversion rates for
multiple goals
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#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
1 row for each link or set of links worth
tracking
Ties in other analytics
tools
Tells analytics which
channel worked
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
Revenue Other
Conversions
#lsctig @lsctweets @EmpiricalPath
Experiment with ideas and use conversion rate in key segments to pick a winner:
‣ Landing Page
‣ Ad Copy
‣ Home Page
‣ Offer
‣ Discount
‣ Button color
#lsctig @lsctweets @EmpiricalPath
Above-the-fold call-to-action
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the homepage are to promotions
#lsctig @lsctweets @EmpiricalPath
Carousel dominates above-the-
fold
Copy pushes everything
but Carousel below fold
79% of page views are
entries to the site
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
Revenue per Pageview shot up
Bounce rate improved
Pageviews dropped as client cut
PPC NOTE: Period data disguised
#lsctig @lsctweets @EmpiricalPath
Visits viewing page spent 32%
more despite falling 73%
Oh yeah!
NOTE: Period data disguised
#lsctig @lsctweets @EmpiricalPath
Downplay; 9% click but 27% of those come back
Shrink; pushes
products & prices down
Shrink; pushes
products & prices down
Keep; 18% of entrances
click
Lose; draws eye from
product art & headline
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
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
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
#lsctig @lsctweets @EmpiricalPath
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.)
#lsctig @lsctweets @EmpiricalPath
Questions now?
Questions later:
‣ @EmpiricalPath or @phowley99
‣ Facebook.com/EmpiricalPath
‣ +Empirical Path Page