getting actions from analytics
TRANSCRIPT
Getting Actions from Analytics
SAScon20th May 2011
Paddy Moogan, SEO Consultant
You can download slides and notes at
the end
What key metrics should you be
tracking?
Metrics that are actionable
Why measure stuff you can’t do anything
about?
Metrics that help you get
shit done
Fighting internal battles with solid data is vital
Everything else...
Meh!
Metrics that are actionable
Ecommerce Websites
Report the Customer Voice
% Visitors who view product pages
% Visitors who view product pagesAction:
• Improve internal navigation• Improve internal site search• Add featured products widgets
Average Order Value
Average Order Value
Action:
• Add upsells along the way• Look what keywords get higher
AOV• Look what traffic sources get
higher AOV
% People who search then exit
% People who search then exitAction:
• Test it – does it work? What do you see
• Make sure results are clear• Enhance results with images• Include discounts / deals in
resultsMore info: http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264
Non-Ecommerce Sites
More info: http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162
Page Load Speed
More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html
Page Load Speed
More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/
Action:
• Bug your developers!• At worst, you’ll make visitors
happier
Measure SEO Variables
Custom Variables FTW
• Record rel=canonical• Is a page linked to sitewide?
Effect?• “Tag” types of pages, see how
they perform
Measure SEO Variables
Action
• Use them to measure SEO changes and what effect it has on traffic
Measure People Copying TextAnything Javascript can fire an
event
• Measure highlighting text
Action
• Make them internal links
Beat Panda – Measure Content
More info: http://www.youtube.com/watch?v=UmQTfqmoSyk
Task Completion
http://www.4qsurvey.com/
Share of Search Landscape
SEOmoz appear for 37% of Keywords
Form Field Tracking
Form Field Tracking
Action:
• Find which fields confuse people• Improve or remove them• Track as events in Google
Analytics
http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en
Branded v Non-Branded Traffic
Awesome for justifying SEO spend
Conversion Rate
Don’t just look at this
Conversion Rate
Action:
• Segment by relevant dimensions• Which dimensions convert best?• Invest in these dimensions
Help You Get Shit Done
Fighting Internal Battles
Client site migration led to
losing lots of content
Client didn’t understand value
of the content
August September October November December January February March April
395
1321
2663
5017
4402
5158
5577
7669
8064Guess when the content
was taken down?
Billions of pages crawlable by
Developers didn’t like SEO tasks
Showed them this
Plus Revenue
Summary
• Focus on the actionable metrics• Focus on metrics that help you get shit
done
Action
• Focus on what influences those metrics
