Upload
egeniebiz
View
169
Download
1
Embed Size (px)
Citation preview
© eGenie www.egenie.biz
Welcome
© eGenie www.egenie.biz
better prospects
© eGenie www.egenie.biz
Agenda
Introductions Analytics: Why, What, How Reports: How people find you
• Channels• Campaigns• …
Reports: What they do when they get there• Search• Funnels• …
Conversion Rate Optimisation (CRO)
© eGenie www.egenie.biz
Who are eGenie?
Deliver analytics to a number of large organisations:
eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEs Bing & Google certified Delivering increased profit
© eGenie www.egenie.biz
Introduce yourself
Name
Company
Do you do sell online?
What are you looking for today?
© eGenie www.egenie.biz
Analytics
Why?
What?
How?
Actions…
© eGenie www.egenie.biz
Your web / social media sites are critical to
the success of your business
Why? What? How? Goals
All agree?
© eGenie www.egenie.biz
What should I measure?
Website - Visitors?
Twitter - Followers?
Facebook – Fans?
YouTube – Views?
Instagram – Followers / Photo Likes?
Why? What? How? Goals
© eGenie www.egenie.biz
What should I measure?
From my Twitter feed:
Why? What? How? Goals
© eGenie www.egenie.biz
What do you know about your website’s visitors?
Who are they? How are they
getting to your
site?
What are they
doing once they
get there?
When are they
visiting?
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
Who are your visitors?
Find out how many visitors you're getting and where
they're located, so that you know where to focus your
marketing budget.
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
How are your visitors finding you?
Learn which search engines, blogs, or social networks drive most
of your website’s traffic, and and increase your marketing efforts
on those channels.
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
What are visitors doing on your site?
Discover how long people stay on your site and which pages
aren't being viewed as much. Increase visitor engagement
by featuring your best content on your most popular
pages.
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
When are most visitors coming to your site?
Identify activity patterns, and be ready for corresponding
increases in visitors.
Consider posting special offers on days that your website
receives the most visits.
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
Measure progress towards your marketing
objectives
Set goals in Google Analytics to understand if your website is
helping you achieve your online objectives.
Use different goal types to measure different types of
conversions, like online purchases, time spent on your website,
or total pages visited.
Why? What? How? Goals
What should I measure?
© eGenie www.egenie.biz
ExerciseWhat do we want to measure?
© eGenie www.egenie.biz
Measurement Plan
Business Objectives
Strategies & Tactics
Key Performance Indicators (KPIs)
Targets
Segmentation
© eGenie www.egenie.biz
Business Objectives
Doable
Understandable
Manageable
Beneficial
© eGenie www.egenie.biz
Strategies / Tactics
Link to objectives
Provide clarity
Cover everything!
© eGenie www.egenie.biz
Key Performance Indicators (KPIs)
© eGenie www.egenie.biz
Targets
© eGenie www.egenie.biz
Segmentation
© eGenie www.egenie.biz
Another example (in a different format)
© eGenie www.egenie.biz
How does Google Analytics work?
© eGenie www.egenie.biz
© eGenie www.egenie.biz
Put “tracking code” on the website
© eGenie www.egenie.biz
or use “Google Tag Manager”
© eGenie www.egenie.biz
With some customisation you can track almost anything
© eGenie www.egenie.biz
With some customisation you can track almost anything
© eGenie www.egenie.biz
Who are your Visitors?
© eGenie www.egenie.biz
City
© eGenie www.egenie.biz
Service Provider
© eGenie www.egenie.biz
Service Provider
© eGenie www.egenie.biz
Demographics
© eGenie www.egenie.biz
Interests
© eGenie www.egenie.biz
New or Returning…
Is their behaviour different?
© eGenie www.egenie.biz
Do you need a special mobile site?
Conversions vs bounce rate?
© eGenie www.egenie.biz
How are your visitors finding you?
© eGenie www.egenie.biz
Which channels work best?
Search vs Social
© eGenie www.egenie.biz
Referrers
© eGenie www.egenie.biz
Referrers
Hidden gems can exist in the data!
© eGenie www.egenie.biz
Campaigns
© eGenie www.egenie.biz
Campaigns – need to add campaign codes to all links
© eGenie www.egenie.biz
Attribution – What is it?
Who gets the credit for the sale?
© eGenie www.egenie.biz
Attribution can be simple:
© eGenie www.egenie.biz
Attribution for Assisted Conversions
© eGenie www.egenie.biz
Types of Attribution
“Last Interaction” is the default
© eGenie www.egenie.biz
Attribution
Lots of Types:
© eGenie www.egenie.biz
Attribution
Model Comparison
© eGenie www.egenie.biz
What are visitors doing on your site?
© eGenie www.egenie.biz
Pages Report – more than just Views…
© eGenie www.egenie.biz
Not just which Pages, but which areas of the site…
© eGenie www.egenie.biz
Queries
Have they found everything you expect them to?
© eGenie www.egenie.biz
Landing Pages
Do you grab them when they first arrive?
© eGenie www.egenie.biz
What do they search for onsite?
© eGenie www.egenie.biz
When are most visitors coming to your site?
© eGenie www.egenie.biz
Build a Custom Report…
© eGenie www.egenie.biz
Segmentation
© eGenie www.egenie.biz
© eGenie www.egenie.biz
© eGenie www.egenie.biz
© eGenie www.egenie.biz
Segmentation Case Study
© eGenie www.egenie.biz
Analytics
Not quantitative – how many visitors
More about qualitative – how they behaved
© eGenie www.egenie.biz
We segmented by who saw what
© eGenie www.egenie.biz
Goal Conversions good, but wide variance
© eGenie www.egenie.biz
Can we improve site average?
© eGenie www.egenie.biz
Highest Conversion from those that read reviews:
© eGenie www.egenie.biz
Adding reviews to the Home Page:
© eGenie www.egenie.biz
Segmentation Re-cap
Allows us to divide and analyse subsets
Draw insight from these subsets
Apply real improvements
© eGenie www.egenie.biz
Shopper BehaviourEnhanced eCommerce
© eGenie www.egenie.biz
Intro
Merchandising Analysis
Shopper Behaviour
Checkout Analysis
© eGenie www.egenie.biz
Product Analysis: Compare time periods
© eGenie www.egenie.biz
Product Analysis: Compare Products
© eGenie www.egenie.biz
Product Analysis: What is going wrong?
© eGenie www.egenie.biz
Merchandising Analysis: which promotions work?
© eGenie www.egenie.biz
Merchandising Analysis: which promotions work?
© eGenie www.egenie.biz
Merchandising Analysis: which products are being viewed?
© eGenie www.egenie.biz
Merchandising Analysis: which work?
© eGenie www.egenie.biz
Merchandising Analysis: which don’t?
© eGenie www.egenie.biz
Shopper behaviour:
© eGenie www.egenie.biz
How often are products seen?
© eGenie www.egenie.biz
Where do people drop out of the funnel?
© eGenie www.egenie.biz
Checkout Analysis
© eGenie www.egenie.biz
Abandonment
© eGenie www.egenie.biz
Drill into different segments to find causes
© eGenie www.egenie.biz
Funnel
© eGenie www.egenie.biz
Drop off’s
© eGenie www.egenie.biz
Re-cap
Identify opportunities with Product Analysis
Use Merchandising Analysis to promote underperformers
Identify sales flow weakness with Shopper Analysis
Identify sales funnel weakness with Checkout Analysis
© eGenie www.egenie.biz
Identifying Problems
© eGenie www.egenie.biz
Types of problems
© eGenie www.egenie.biz
Clues
© eGenie www.egenie.biz
© eGenie www.egenie.biz
Causes
Poor Web-design
Lack of “convincers”
Unengaging content
Unexpected costs
Technical errors
© eGenie www.egenie.biz
Case Study
© eGenie www.egenie.biz
Where was the problem?
Confusing payment
© eGenie www.egenie.biz
Where was the problem?
Couldn’t find the button
© eGenie www.egenie.biz
Re-cap
Many reasons for sales funnel failures
Identify pages where there are problems
Use a sales funnel & behaviour flow to identify drop offs
© eGenie www.egenie.biz
Agenda
Introductions Analytics: Why, What, How Reports: How people find you
• Channels• Campaigns• …
Reports: What they do when they get there• Search• Funnels• …
Conversion Rate Optimisation (CRO)
© eGenie www.egenie.biz
Resources
Google Analytics• www.google.com/analytics/
Google Tag Manager• www.google.co.uk/tagmanager/
Google Webmaster Tools• www.google.com/webmasters/tools/
eGenie Campaign Tracking Tool• www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/
eGenie “Bitesize Seminars”• www.eventbrite.co.uk/o/egenie-7504543639
eGenie blog article on filtering out unwanted Visitors• www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/
© eGenie www.egenie.biz
Any questions?
© eGenie www.egenie.biz
Thank you
© eGenie www.egenie.biz
better prospects