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Understanding User Journey using Google Analytics (360)

Date post: 13-Jan-2017
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Understanding The Customer Journey Dmitry Klymenko Enterprise Analytics Manager [email protected] Keynotes & additional details https://goo.gl/jbb Jw9
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Page 1: Understanding User Journey using Google Analytics (360)

Understanding The Customer

Journey

Dmitry KlymenkoEnterprise Analytics Manager

[email protected]

Keynotes & additional detailshttps://goo.gl/jbbJw9

Page 2: Understanding User Journey using Google Analytics (360)

What isCustomer Journey ?

Page 3: Understanding User Journey using Google Analytics (360)

We need our customers to be satisfied We need them to come back

We need them to be loyal

We need customers to spread the word about our business

Page 4: Understanding User Journey using Google Analytics (360)

“On average, loyal customers are worth up to 10 times as much as

their first purchase”

Page 5: Understanding User Journey using Google Analytics (360)

Analysing Navigation Paths and User Behaviour

path is a journey

Page 6: Understanding User Journey using Google Analytics (360)

Navigational Questions› Are visitors landing on my home

page or designated landing pages ?

› Where do visitors go once they land?

› Are users exiting after they completed the form or continuing browsing ?

Page 7: Understanding User Journey using Google Analytics (360)

Navigation Path Finding The Top Path Through Your Website

If your website was a city - there would be roads running through it

Page 8: Understanding User Journey using Google Analytics (360)

Navigation Path Path insights: User Flow

Some paths are popular just like highways. Some not - backstreets

Page 9: Understanding User Journey using Google Analytics (360)

Users Flow Report Highlight / Explore Traffic through here

Page 10: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Page 11: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Dimension

Page 12: Understanding User Journey using Google Analytics (360)

Users Flow Report Dimensions

Use Dimensions to filter your report input traffic

For example: analyse specific campaign to understand if visitors are doing what you expect them to do. Or analyse Non-paid Search Traffic

Use Custom Dimensions !

Page 13: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Or by Operating System

Page 14: Understanding User Journey using Google Analytics (360)

What exactly is this report telling us?

Page 15: Understanding User Journey using Google Analytics (360)

Do you see the pattern?

Page 16: Understanding User Journey using Google Analytics (360)

Users Flow, dimensions Stay Alert at all times

Constantly ask yourself: do these dimensions, metrics and segment combinations make sense?

Page 17: Understanding User Journey using Google Analytics (360)

Users Flow, dimensions Stay Alert at all times

Constantly ask yourself: do these dimensions, metrics and segment combinations make sense?

I never read this. Do you? :)

Page 18: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Interaction nodes cluster groups of pages based on intelligence algorithm

Page 19: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Visitor flow and website departure

Page 20: Understanding User Journey using Google Analytics (360)

Users Flow Report What exactly am I looking at ?

Report can be messy.Decreasing level of detail makes it clearer, removes the noise

Page 21: Understanding User Journey using Google Analytics (360)

Users Flow Report When to use it

You need to understand how your website visitors (aggregated by commonalities) behave on the website

You need to see behaviour pattern changes for two periods (not change trend)

You wish to understand the reason behind the behaviour difference for visitors acquired through different channels. Answering the WHY question

Page 22: Understanding User Journey using Google Analytics (360)

Users Flow Report How to find it

Navigate to Audience group &

click on Users Flow

Page 23: Understanding User Journey using Google Analytics (360)

Users Flow Report When NOT to use it

Individual page insights

To kill time !

Page 24: Understanding User Journey using Google Analytics (360)

Navigation Summary Report Questions & Insights

› What content drives visitors to this particular page?› Does this page encourage visitors to continue their journey?

› Which internal links get the most clicks?› Is there clicking back and forth (visitors are struggling)?› Are visitors continuing their journey after filling in lead generation form?

Page 25: Understanding User Journey using Google Analytics (360)

Navigation Summary Report

Page 26: Understanding User Journey using Google Analytics (360)

Navigation Summary Report

Important thing to do: change currently selected page!

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Navigation Summary Report

% of traffic that started or ended journey on this page

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Navigation Summary Report

Most interesting part of the report is deep down

Page 29: Understanding User Journey using Google Analytics (360)

Navigation Summary ReportMost interesting part of the report is deep down

Use Content Grouping for much clearer data

Page 30: Understanding User Journey using Google Analytics (360)

Navigation Summary Report Why use the Navigation Summary Report?

› I find in-page analytics reports often to be broken

› If you don’t code website in accordance with Enhanced Link Attribution requirements, you might be missing data

Page 31: Understanding User Journey using Google Analytics (360)

Navigation Summary Tips & Tricks

› First thing to do: change page

› Use Content Grouping for clearer insights

› Search for pages where people are NOT following your designated path

Page 32: Understanding User Journey using Google Analytics (360)

Navigation Summary How to find

Navigate to Behaviour group

expand Site Content

click on All Pages

switch tab to Navigation Summary

Page 33: Understanding User Journey using Google Analytics (360)

Next Page Path - misunderstood Dimension

Page 34: Understanding User Journey using Google Analytics (360)

Next Page Path dimension All Pages Report, adding Next Page Path as secondary dimension

Some are popular just like highways. Some not - backstreets

They are the same. What is happening?!

Page 35: Understanding User Journey using Google Analytics (360)

Next Page Path dimension

Previous Page Path

Current Page

Next Page Path

Previous Page Path

Next Page Path

Page 36: Understanding User Journey using Google Analytics (360)

Next Page Path - deprecated Still available for use

Yes, it’s deprecated !

Page 37: Understanding User Journey using Google Analytics (360)

Flow Visualisationtechniques, best practices

Page 38: Understanding User Journey using Google Analytics (360)

“Visualizations act as a campfire around which we

gather to tell stories”Al Shalloway

Page 39: Understanding User Journey using Google Analytics (360)

Flow reports in Google Analytics

› Users Flow› Social / Users Flow› Behaviour Flow› Events Flow› Goal Flow

› Funnel Visualisation

Page 40: Understanding User Journey using Google Analytics (360)

Behaviour Flow Similar to the Users Flow, but...

Concentrates on content

Includes events

Page 41: Understanding User Journey using Google Analytics (360)

Behaviour Flow Report - Content Grouping

This is actually your Content Grouping, different for each View !

Page 42: Understanding User Journey using Google Analytics (360)

Behaviour Flow Report - Automatically Grouped Pages

GA Intelligence algorithm provides a different view

Page 43: Understanding User Journey using Google Analytics (360)

Behaviour Flow Report - Events

Events Flow

Page 44: Understanding User Journey using Google Analytics (360)

Behaviour Flow Report - Events

Useful customisation

Page 45: Understanding User Journey using Google Analytics (360)

Behaviour Flow Report - Pages and Events

Events Flow per page. How cool is that!

Page 46: Understanding User Journey using Google Analytics (360)

Behaviour Flow How to find it

Navigate to Behaviour group

click on Behaviour Flow

Page 47: Understanding User Journey using Google Analytics (360)

Events Flow Similar to the Behaviour Flow, but ...

only shows Events

not created to be page specific

correct tagging is required for correct insights

Page 48: Understanding User Journey using Google Analytics (360)

Events Flow Report - Level of Detail

Manage Level of Detail forclearer picture

Page 49: Understanding User Journey using Google Analytics (360)

Events Flow How to find it

Navigate to Behaviour group

click on Events

click on Events Flow

Page 50: Understanding User Journey using Google Analytics (360)

Goal Flow Goals funnel is not Funnel Visualisation

Goal Report displays connections between goal funnel nodes

Look for loopbacks

Use dimension filtering

Page 51: Understanding User Journey using Google Analytics (360)

Goal Flow Report

Select Goal with Funnel

Adjust Level of Detail

Apply Advanced Segment

Page 52: Understanding User Journey using Google Analytics (360)

Goal Flow How to find it

Navigate to Conversions group

click on Goals

click on Goal Flow

Page 53: Understanding User Journey using Google Analytics (360)

Goal Flow Report Questions & Insights

› Where do users enter my funnel — at the first step, or are they jumping in somewhere in the middle?

› Are there a lot of unexpected exits from a step in the middle of the funnel?

› Is there a place where traffic loops back?

› Is there one segment of traffic that acts differently than other segments? Is it converting more or less often?

Page 54: Understanding User Journey using Google Analytics (360)

Goal Flow vs Funnel VisualisationGoal FlowShows loopbackDoes not backfill steps (true journey)Reflects an actual order of the stepsShows data retroactivelySupports GA SegmentsDate Comparison for stepsIgnores Required 1st StepSampling: up to 100k

Funnel VisualisationIdentifies loopback as exitBackfills any skipped stepsSteps order is guaranteedOnly going forwardDoes not support GA SegmentsNo date comparison for stepsHonours Required 1st StepSampling: up to 50k

Page 55: Understanding User Journey using Google Analytics (360)

Flow Reports Tips & Tricks

› Use Level of Detail and Zoom slider for granular insights

› Applying Advanced Segments and filtering by Dimension is key

› Make decision on how you track micro-goals as goals or events

› Closely investigate loops

Page 56: Understanding User Journey using Google Analytics (360)

Finding insights with the new User Explorer

report

Page 57: Understanding User Journey using Google Analytics (360)

A GIRL HAS NO NAME

Especially in Google Analytics

Page 58: Understanding User Journey using Google Analytics (360)

User Explorer Report Do not save PII in GA

Individual, non-personalised interactions per each user GA1.2.66746494

3.140000782834

PII in Google Analytics, explainedhttps://goo.gl/gzXAaI

Page 59: Understanding User Journey using Google Analytics (360)

New dimension exposed

Not a PII

Page 60: Understanding User Journey using Google Analytics (360)

Client ID vs User IDClient ID

Represents an anonymous deviceA random number generated by GAAlways requiredDisappears when cookies are gone

User ID

Represents a single userGenerated by your website backend and passed to GAOptionalAffects data collection, requires filtered View

Page 61: Understanding User Journey using Google Analytics (360)

User ID enabled View

Not a PII

Page 62: Understanding User Journey using Google Analytics (360)

User Explorer Report Questions & Insights

› Exactly what did the visitor do prior to the purchase?

› Where has the visitor struggled before the purchase?

› Why did the visitor abandon the funnel?

Page 63: Understanding User Journey using Google Analytics (360)

Click to access User Report

Page 64: Understanding User Journey using Google Analytics (360)

User “lifetime value”

How cool is that!

Page 65: Understanding User Journey using Google Analytics (360)

Concentrate on things you care about

Page 66: Understanding User Journey using Google Analytics (360)

User Explorer Report - Customer Day

1st touchpoint

2nd touchpoint

Page 67: Understanding User Journey using Google Analytics (360)

User Explorer Report

Tips & Tricks

› Conversion Path is important› Save Client ID (or GA cookie value) as Custom Dimension

Save your User ID as a Custom Dimension› Extremely powerful report if you have a lot of time› If you can’t find required user, move performance slider towards Greater

precision

Page 68: Understanding User Journey using Google Analytics (360)

User Explorer Report How to find it

Navigate to Audience group

click on User Explorer

Know if your current View has User ID feature enabled

Page 69: Understanding User Journey using Google Analytics (360)

Scienceindividual page / event importance

Page 70: Understanding User Journey using Google Analytics (360)

Removal Effect Will conversion rate go up if ?..

GA provides us with the importance (or influence) of the acquisition dimensions & metrics

But what about the conversion path? Will the conversion rate change if we remove a specific page (or even Event) from it?

Page 71: Understanding User Journey using Google Analytics (360)

Navigation Removal EffectWe use the Markov model to calculatethe effect of page / event removalfrom the customer journey

Science tells us that we will lose 23% (18..26) of

conversions if we remove P3

Page 72: Understanding User Journey using Google Analytics (360)

Tips & Tricks › Insights are a matter of interpretation

› Put a money feature on each of the insights

› Perform reproducible research

› Stop using Google Analytics to kill time

Page 73: Understanding User Journey using Google Analytics (360)

It is up to you, what analytics is...

Page 74: Understanding User Journey using Google Analytics (360)

Thank you!Any questions?

You can find me at: @[email protected]


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