Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29

Owning a Great Blog: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia

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Google Confidential and Proprietary

Google’s Mission: It’s all about Information

2

To organize the world’s information and make it universally accessible

and useful.


Agenda

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Create Great Content

Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search

DoubleClick Ad Planner

Google Analytics

Google Analytics

Google Website Optimizer

Google Confidential and Proprietary Google Confidential and Proprietary


4


What is interesting to the world right now?

5 http://www.google.co.id/insights/search/

Google Confidential and Proprietary 6






Time series trends

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Insights for www.cookingandme.com


Insights for Search


Insights for Search


Insights for Search



www.google.com/adplanner






Design for your demographics

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www.backtobasics.com.sg

•  Font size increased from 12 to 13px •  Bounce rate decrease noticeably within 5 days


Google Analytics

To organize your website visits’ information and make it universally accessible and useful within your entire organisation

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google.co.id/analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement


Where are my visitors from?

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What language do they speak?

24


What are people searching for?

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Understand your audience better through segmentation

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This blue line assumes everyone is the same

Don’t make decisions purely on this blue line


The Power of Segmentation

Offline only

Online only

Offline + Online Organic

(Google) Organic (Bing)









Google Webmaster Tools

36



Know what your audience is

searching for

Know your audience

Know what your community is interested in

Recap

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Google Analytics

DoubleClick Ad Planner Google Insights for Search Google Analytics


Attract Visitors

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It’s not just about attracting visitors, it’s also about attracting the right type of visitors

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Goals Bring Context to Numbers


STA

GE

GO

ALS

Measuring Goals along the Purchase Funnel

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Awareness Consideration Preference Action

Purchased my product/service

Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page

Watched our product video Visited “Product Features” page

Created membership account Subscribed to newsletter Clicked on “Join Facebook” button

Used my store locator Downloaded a coupon


4 Goal Types in Google Analytics

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Event … visitor interacts with your social sharing widgets

Pages/Visit … visitor browses through 3 or more pages on your site

Time on Site … visitor spends more than 5 minutes on your site

URL Destination … visitor lands on your subscribe page

Goal Type Goal Triggered By …


Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors

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We’re doing awesome in Brazil! Right?

INSIG

HT


Goals Bring Context to Numbers

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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!

INSIG

HT


360 Degree Tracking

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URL Campaign Variables

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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter



Email Signatures

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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature



conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure


conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos


vs.


Understand your social media reach

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Compare your traffic channels

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3/23/11 3/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/11 3/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Multi-Channel Funnels



Understanding research behaviour

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•  A significant number of sales occur due to a series of all-direct visits. Some visitors are making up to 7 or 8 direct visits prior to making a purchase.

•  A large number of direct visits signifies that the visitor has made up their mind to stay at Amari, but cannot decide on which package to purchase.

•  INSIG

HT

•  Offer more enticing deals, content, calls-to-action, etc, the more visits that they make to your site.

•  AC

TION


57% of all conversions had multi-step conversion paths

What about the multi-visit customers? How do you get more of them to convert?


3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

11% increase in bookings within a month

3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

Display Ad

Display Ad

Conversion

No Conversion

Turned non-converting paths…

Into converting paths via more display investment

Insight: Increase display coverage


Set Goals Tag all inbound links

Recap

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Attract Visitors

Google Analytics Google Analytics


Improve the user experience

63


Traffic from Indonesia is rising rapidly

64 Source: Google Analytics Benchmarking Data


But engagement is declining



Bounce rates are steadily increasing

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So visitors are less-likely to stick around

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Identify landing pages with high bounce rates

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Test landing pages



Media

Button

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24 combinations tested….

Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now

Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video

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Experiment results

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$500m raised online

79


Where are people leaving my site?

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Monetize exit pages

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“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz

Publishing and FreePrintable


How do visitors interact with my site?

84








Should I create a mobile version of my site?

91

•  Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. •  iOS users on the whole generate significant value for is this company. •  iPad users are the most valuable mobile segment by far.

INSIG

HT

•  Prioritise iOS development. •  Improve the user experience for iPad users. •  Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.

iPhone, iPod).

AC

TION


Mobile Visitors by Market (by Per Visit Value)

92

Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.

INSIG

HT

Mobile apps will need to take developing market conditions into account in its design considerations: •  Operate efficiently on low bandwidth connections •  Localised content

AC

TION


Mobile Visitors by Service Provider

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•  A majority of mobile visitors are browsing via service providers in developing markets. •  Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.

INSIG

HT

•  Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.

AC

TION


Can visitors view my website correctly?

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Browser share in Indonesia (Q3 2011)



Browser share trends in Indonesia



Improve high bounce pages

with testing

Fix or monetize exit pages

Fix problematic flows through

your site

Recap

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Attract Visitors

Google Analytics

Google Analytics Google Analytics


Google AdSense


Let’s recap …

98


You can use data to own a great blog

99


Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search


Google Analytics

Google Analytics



Subscribe for the Latest News

100


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THANK YOU

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Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29