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© Copyright tmg ltd. All rights reserved. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://www.google.com/analytics http:// www.google.com/websiteoptimizer http://digiw orldhanoi.vn

Google Analytics And Website Optimizer

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Google Analytics and Website Optimizer

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Page 1: Google Analytics And Website Optimizer

© Copyright tmg ltd. All rights reserved.

Google Analytics and Website OptimizerLet your visitors lead you

By Simon Whatley

http://www.google.com/analyticshttp://www.google.com/websiteoptimizer

http://digiworldhanoi.vn

Page 2: Google Analytics And Website Optimizer

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Plan – Measure – Improve

“Tactics without strategy are the noise before defeat”Sun Tzu, The Art of War.

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Google Analytics

http://www.google.com/analytics

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Custom Dashboards

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Topics to Cover

1. Profiles2. Filters3. Goals4. Funnels

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Profiles and Filters

• The real strength of GA• Segment data• Deep analysis• Filter data depending on needs• Give access to data depending on needs• Starts collecting data once filter is applied

Best practice:• Profile with all data• Profile with segmented data

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Profiles

• Website URL• Profile Name• Time Zone• Default Page• Exclude Parameters• E-commerce Website• Search

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Website Profiles

1. No Filters: Profile with zero filters. Use this for troubleshooting.

2. Only Direct: Include filter for the field "Campaign Source" only equaling the pattern "direct" visitors

3. Only Internal: Use an include filter which will include only traffic from internal IP ranges on IP address.

4. Only New Visitors: Include filter on the field "Visitor Type" equal to "new"

5. Only Organic: Include filter where the filter field is on "Campaign Medium" and the pattern is "organic"

6. Only Paid Search: Include filter on "Campaign Medium" equaling the pattern "ppc|cpc"

7. Only Referral: Include filter on "Campaign Medium" equaling "referral"

8. Only Returning Visitors: Include filter on "Visitor Type" equaling "returning"

9. Organic And Paid: Include filter combining the above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic

10. Overall: All traffic except filter out internal IP ranges using the "Exclude all traffic from an IP address filter."

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Filters

• Applied to a Profile• Data Destructive – change data forever!• Segmentation• Business rules• 2 types

– Predefined

– Custom

• Filters data before submitting to GA database

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Filters

• Multiple Filters allowed

– But, data output for filter 1 is data input for filter 2

• Be careful! Filters are data destructive!• Avoid wrong conclusions!

– Create multiple Profiles to prevent filter 1 impacting filter 2

• Allows for customer segmentation

– Visitor to member to customer

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Pre-Defined Filters

Google Analytics provides you with three predefined filter types:

• Exclude all traffic from a domain• Exclude all traffic from an IP address• Include only traffic to a subdirectory

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Custom Filters

In addition, Google Analytics provides you with a number of custom options:

• Exclude Pattern• Include Pattern• Search & Replace• Lookup Table• Advanced• Uppercase / Lowercase

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Goals

• Conversions?

– Purchases

– Registration

– Send to a friend

– Review or comment

– Add to wish list

• Maximum of 4 per profile

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Funnels

• Extension of Goals• Predefined steps

– E.g. Purchase path from basket to confirmation

• Track conversion process

– See entry and exit points throughout process

• Required steps?

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Funnel Visualisation

Find out which pages result in lost conversions and where your would-be customers go.

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E-commerce Tracking<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-######-#");pageTracker._trackPageview();pageTracker._addTrans("1234", // Order ID"Blah", // Affiliation"100.00", // Total"15.00", // Tax"5", // Shipping"Southwark", // City"London", // State"UK" // Country);pageTracker._addItem("1234", // Order ID"DD44", // SKU"Logo" // Product Name "Design", // Category"100.00", // Price"1" // Quantity);pageTracker._trackTrans();</script>

Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.

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Internal Site Search

Find out how your visitors search your site, what they look for, and where they end up.

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Google Website Optimizer

http://www.google.com/websiteoptimizer

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Page 19: Google Analytics And Website Optimizer

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What to Test

• Calls to action• Point of action assurances• Typography and colour• Product headlines, copy, images, descriptions…• Category pages• About us, contact us, delivery, terms and

conditions• Forms• Shopping carts• Offer incentives; etc

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Page Priority Graph

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Caveat

“Website Optimizer tests can be used to test what people do, but not why they do it. You need to infer from the variations and the analytics and a good piece of market understanding (‘know thy customer’).”

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Designing the Test

Before running the test, you must decide on these factors:

• A control• A hypothesis• A time frame• A method of evaluating the results

During the tests, you cannot change your test, whatsoever!

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Example – Add to Cart Buttons

Variables• Shape, Size, ColourVariations• Shape: Round, Square• Size: Small, Medium and Large• Colour: Red, Blue and YellowHypotheses• Red buttons convert better than blue or yellow• Large buttons convert better than small or

medium• Round buttons convert better than square

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Website Optimizer Tests

• Google’s A/B test• Google’s Multivariate test• Split-path test• Multipath Multivariate test• Do Anything test• Linger test• Click test

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Design an A/B Test

• Identify the metric. What are you going to compare and contrast?

• Describe the metric. How will you compare and contrast the differences?

• Optimise the system based on comparison of two or more tested solutions.

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The Test Calculator

The number of combinations will affect how long you need to run a test to return meaningful results.

Factors:• Test combinations• Page views• % Visitors• Conversion rate• Expected Improvement

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Example 1 (Not Recommended)

1,000 test combinations10,000 page views per day100% visitors in experiment2.4% current conversion rate20% expected improvement (from 2.4% to 2.9%)

Duration of test: 3,515.9 days!

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Example 2 (Recommended)

20 test combinations10,000 page views per day100% visitors in experiment2.4% current conversion rate20% expected improvement (from 2.4% to 2.9%.

Focusing on key elements in the combinations should increase expectations above this figure)

Duration of test: 37.8 days

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The Test Setup

For a simple A/B Test, the following scripts are placed on the relevant pages.

• Original Page

– Control Script

– Tracking Script

• Variation Pages

– Tracking Script

• Conversion Page

– Conversion Script

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Test Results - Combinations

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Test Results – Page Sections

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What the Statistics Mean

• Chance to beat original• Chance to beat all• Observed improvement• Conversions and visits

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Case Studies

To discuss how we have optimised client sites and the results please get in touch:

Wyndham Lewis tmgPentagon House52 – 54 Southwark Street London SE1 1UN +44 (0) 20 7378 2263 [email protected]

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Page 34: Google Analytics And Website Optimizer

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Citations

Information and images contained within this presentation were compiled from the following sources:

Google Analytics Bloghttp://analytics.blogspot.com

Google Website Optimizer Bloghttp://websiteoptimizer.blogspot.com

Google AdWords Bloghttp://adwords.blogspot.com

Future Now Inc.http://www.futurenowinc.com

Always Be Testing: The Complete Guide to Google Website Optimizer. Bryan Eisenberg & John Quarto-von TividarISBN 978-0-470-29063-7

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Trademarks

Google is a trademark of Google, Inc. All other trademarks are the property of their respective owners.

tmg ltd is not associated with any product or vendor mentioned in this presentation.

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Page 36: Google Analytics And Website Optimizer

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End.

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