Meir Gold - Fiverr (All Things Data 2015)

www.fiverr.comwww.fiverr.comwww.fiverr.com

BOOST YOUR BUISNESS WITH GOOGLE ANALYTICS ADVANCED SEGMENTS

www.fiverr.comwww.fiverr.com

Fiverr and the buyer behavior model

Implement in Google Analytics

Optimizing using GA advanced segments

Automation with GA API (and how to avoid advanced

segments sampled data)

Today’s Agenda


World’s largest marketplace for creative services.

THE WORLD’S LARGEST MARKETPLACE FOR CREATIVE AND PROFFESIONAL SERVICES.


Buyers behavior model

FTB

Channels

Brand SEO

SEM

Facebook

Viral

KPI’s

Usage Registration

First Order

Revenue

LTV

Returning

Class

Regular Silver

Gold

Diamond

Platinum

Campaigns

Triggered Emails

Marketing Emails

Retargeting

KPI’s

Revenue AOV

Frequency


Implementing Fiverr revenue model in Google Analytics


Channels and KPI’s (metrics)


Tag Channels with 5 UTM’s

Stands for UTM Website origin Source

Group websites origins Medium

Marketing activity Campaign

Differentiate ads Content

Search engine Keyword


UTM’s best practice

Campaign Medium Source Logo Display Facebook

Logo Display Walla

Logo Display Facebook

Logo Social Facebook

Logo Display Facebook

illustration Display Facebook


Google Analytics KPI’s

USAGE

GOALS

ECOMMERCE


Registration as Goal KPI’s


If relevant add Funnel


Now that we have Channels and KPI’s defined… We can start optimizing


Optimizing logo landing page

Noisy background

Logo position

Fuzzy title

Random Gigs

Hidden signup

Signup redirects to HP

Links to sub-categories


Logo landing page 170% Increase in Registrations


Analyzing technique

Always a/b tests

Optimize all KPI’s

Find correlation

Weighted KPI’s


Why we choose Vintage ?


3 Questions about logo campaigns users

What Gigs they: 1.  Browse

2.  Search

3.  Purchase first time


Answer with Advanced Segments

Isolate subset of your data

Easy to create, edit and share

Apply to past data

Caveats

Sampled data when < 500k sessions

Calculation at property level


How to add segment


Choose built in system segment


Create custom segment


Analyze segmented data


3 Questions about logo campaigns users

What Gigs they: 1.  Browse

2.  Search

3.  Purchase first time


Logo segment


Gigs they browse


Gigs they search


In order to see first purchase we need FTB condition


Gigs they purchase


Vintage Gigs in logo landing page!


Moving forward…

New landing page and another interesting question…


Do we want users to click on the Gigs?

Group A

Group B


Creating new segment


Clicking Gigs is less effective

Group A

Group B

Group A

Registration

FTB

Pages/Session

AVG Session

X6

X4

X1.4

X1.6


A/B Test to verify 17% Increase in Registrations


Logo summary 300+ a/b test

Registrations

Orders

Revenues

Google quality score increased significant

+275%

+100%

+82%


Automation using Google analytics API


Google analytics spreadsheet add-on

Data from multiple views

Compute custom calculations

Create visualizations

Schedule reports


Create your first API request

Install the GA add-on

In menu click “Create report”

Select account information

Choose Metrics and Dimensions


Add other configurations


Running the API request


Advanced segments and Sampled data

Caveats

Sessions > 500K

Calculation at property level


Task from the boss

Users and AOV from USA and Purchase “logo design” website traffic is 500K/month sessions.


Add segment


Creating custom segment


Using GA reporting 500K sessions/month

12 Reports


But… if we want to save time


Duplicate it X12


Hit the run button and sit back


Data integrity Define goals Tag campaigns Analyze with segments Leverage API Work hard!

Final thoughts


Thank you

Date post:	12-Aug-2015
Category:	Marketing
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