Download - The Web Analytics Swiss Army Knife
The Analytics Swiss Army KnifeHow to Mix and Match Tools to Hone in on Consumer Intent
Josh BraatenDirector of Inbound MarketingCollegis Education
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Josh Braaten• Director of Inbound
Marketing, Collegis Education
• Vice President, MnSearch.org
• Co-Founder, Glass en Masse
• @JLBraaten
• Plus.Google.com/JoshBraaten
Using a web analytics tool can feel like hacking away at a bunch of data.
@JLBraaten
There’s a lot of good data to be analyzed, but it’s also imperfect in a lot of ways.
Some information simplycan’t be hacked.
@JLBraaten
In reality, a more versatile toolset is required to reveal the true desires and intentions of our consumers.
@JLBraaten
Let’s explore an analytics Swiss Army Knife, a utility that applies the right tool at the right time to hone in on consumer insights
@JLBraaten
Use Case: Slice and dice visits and conversions to see what happens on your website
Methodology: JavaScript-based web analytics
@JLBraaten
Google Analytics reveals the areas of greatest opportunity. Segment the major sections of your website to see how they add to the big picture
Segment Traffic CR(%) Goal Completions
Products 80,000 4% 3,200
Locations 50,000 6% 3,000
Home 225,000 1% 2,250
New Customers 10,000 10% 1,000
Service 15,000 5% 750
@JLBraaten
Use Case: Pare down to why people act the way they do with targeted questions.
Methodology: Website pop-up survey
@JLBraaten
@JLBraaten
Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data
@JLBraaten
Measuring Net Promoter Score over time can give you an overall key performance indicator (KPI) for the quality of your website.
Q1 Q2 Q3 Q40%
20%
40%
60%
35%
45%40%
55%
20%25%
35%
25%
40%
30%
25%20%
Website Net Promoter Score Over Time
Loyalists Passives Detractors
@JLBraaten
Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data.
@JLBraaten
Qualaroo allows you to create new metrics that complement existing metrics from traditional web analytics platforms.
@JLBraaten
Task completion rate is a superior KPI to time on site, pages per visit, time on page and any other proxy for engagement.
Q1 Q2 Q3 Q40%
25%
50%
75%
100%
40%
90%91% 94%
40%
42%
80% 82%
60% 61% 62% 63%
40%
80%85% 88%
50% 55% 56% 54%
Task Completion Rate Trending by Website Segment
Homepage Products Locations New Customers Service
@JLBraaten
Qualaroo gives you an opportunity to ask your customers exactly how you can improve.
@JLBraaten
Use Case: Pry into the minds of consumers on their purchase journey
Methodology: Web-based concept and usability tests
Bonus: Redeem gift code clickz2 for two free usability test credits on your website. Thanks @UserTesting!
@JLBraaten
Tell users to search for your products like they normally would to reveal research paths.
@JLBraaten
Find out where the consumer journey leads users to see how you fit into the overall big picture.
@JLBraaten
Ask people to perform tasks on your website and compare you to competitors to gain insights.
@JLBraaten
Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.
@JLBraaten
Use Case: Tighten your understanding of anecdotal insights with quantitative surveys
Methodology: Widescale consumer surveys administered AdSense-style
@JLBraaten
Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more.
Google Consumer Surveys
@JLBraaten
Survey methodology is presented clearly and intuitively in the dashboard.
Google Consumer Surveys
@JLBraaten
Google Consumer Surveys
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Google Consumer Surveys
@JLBraaten
Google Consumer Surveys
@JLBraaten
Use Case: Uncap insights into questions as you plan your content experience.
Methodology: Email, website or paid respondents (SurveyMonkey Audience)
@JLBraaten
@JLBraaten
Collect survey responses via email, a link on a web page, or through paid responses (Audience).
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Conduct and share market research findings with your consumers to aid content marketing efforts.
@JLBraaten
Unearth potential concerns and develop messaging to break down barriers to conversion.
@JLBraaten
Use Case: Cut down to the best content ideas with controlled experiments.
Methodology: A/B and MVT split-testing
@JLBraaten
Test ideas head-to-head to prove out the best content experiences. Never take a step backward again.
@JLBraaten
What fun is it to simply hack away at web analytics data by itself?
@JLBraaten
Apply the analytics Swiss Army Knife concept to your next web analytics review session with the people on your team.
@JLBraaten
You’ll be amazed at how much you can increase outcomes by using multiple tools together than by only using one web analytics platform.
@JLBraaten
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Thank You!
• @JLBraaten
• Plus.Google.com/JoshBraaten