Download - Understanding Web Analytics
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Understanding Web Analy1cs
Jon Whitehead
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Metricks.org
Who is Jon Whitehead?
• Web designer/developer through dotcom crash
• Analy1cs part of role for over 10 years • Full 1me Web Analyst since 2006
• Formed Metricks 2010
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Metricks.org
Data, Data everywhere…
• Google Analy1cs, Omniture, Webtrends, KISSmetrics, Springmetrics, Woopra
• Clicktale, CrazyEgg, Lucky Orange • Social Media measurement tools
• EDM data – Mailchimp, Icontact, Vision6
• App data – Flurry, Otherlevels • And that’s just online!
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How do we cut through it all?
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ABC of Web Analy1cs
Understanding and Focus • Acquisi1on -‐ How do prospects get to your site • Behaviour -‐ what do they do on your site • Consequence -‐ what propor1on are doing what you want them to
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Consequence
What is the objec1ve? • Business • Website
• Macro and micro goals – Macro – a sale, a lead, a download – Micro – a like, a tweet, video watched
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Goals and Events
Objec1ves in Google Analy1cs called Goals Macro -‐ Leads, sales, subscrip1ons Setup in GA interface
Events Ac1ons on the site Macro and Micro -‐ submit, play video, download Very important for apps Needs code
Measure what prospects are doing against objec1ves
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Goal setup
1) add a name 2) This goal is based on finishing on a certain page -‐ confirma1on page 3) The thankyou page url 4) Head Match from dropdown -‐ matches the start of the goal page 5) Goal value – value of a lead 6) 1ck to setup a funnel -‐ a series of pages a user progresses through 7) the funnel steps
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Acquisi1on
Where are prospects coming from? Search, Referral, Direct
• Campaign tagging hcp://www.metricks.org? utm_campaign=2012-‐presenta1ons
&utm_medium=presenta1on
&utm_source=rivercitylabs
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Ques1on the data
• Use business ques1ons – How are our campaigns performing? – What are our best keywords? – Why do I have such high bounce rate?
• Frame as ‘which’ – Which campaigns perform best? – Which keywords convert? – Which elements are causing prospects to bounce?
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Which campaigns perform best?
All Traffic report
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Which Keywords convert?
Greater than site average
Terms that have good traffic and a higher than site average conversion rate
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Which Keywords convert?
100 = 100% conversion
Terms that convert at 100% -‐ use in content, social, PPC etc
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Which elements are causing prospects to bounce?
Examine page and devise hypotheses No call to ac1on, Wrong informa1on, Slow page
Use GA experiments Test different layouts
Also Unbounce, VWO, Op1mizely
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Mobile and Apps Mobile App Analy1cs -‐ beta
hcp://analy1cs.blogspot.com.au/2012/06/measuring-‐mobile-‐world-‐introducing.html
hcps://services.google.com/p/forms/mobileappanaly1csbeta/
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Call tracking
• Complete view of leads • Include call details in Google Analy1cs – Amount of calls
– Call dura1on – Answered or not
• Can also use with Adwords numbers
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Notes
• Keep track of what is happening that could influence traffic, internal and external
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Metricks.org
Final Word
It’s not about how much data you have, it’s what you do with
the data that is important
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Metricks.org
… That’s All Folks …
[email protected] Twicer: @jonny_whitehead
linkedin.com/in/jonnywhitehead
Training: hcp://in-‐a-‐day.com.au/workshops/website-‐
training/web-‐analy1cs-‐in-‐a-‐day/