Download pptx - Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

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Understanding Your Customers Through Google Analytics

@AlysonMurphy@Moz

Okay, so… Let’s look at our customers in Google Analytics

@AlysonMurphy#DEast14


THAT’S A LOT OF REPORTS!

bit.ly/photo-source-wow


Alyson, I’ve got this.

The New vs Returning Report


50% New50% Repeat

Lower Bounce Rate for

Returning


That’s cool.But so what?

bit.ly/photo-source-tiger

7@AlysonMurphy#DEast14

You can describe the basics with the basic reports,

but let’s make it actionable!



Let’s back up a step


To understand your customers,You must first understand yourself.


Let’s map out your objectives


Why does your company exist?

At Moz, we create software to help companies get visibility on the internet.



We want our customers to use our tools successfully…

But how do they get there?

Primary Goals for our Customers


#1 Go

through

the

funnel

#2 Use

our tools

to get

value

Tackle the Primary Goals


1. Set up a Goal.

2. Set up the Funnel.

3. Look at the Report.

4. Make it Actionable.



1. Set up a Goal.





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2



1

2

3


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1

2

3



1. Set up a Goal.





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2

3

4

5


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Now let’s make this actionable.


SegmentSegmentSegment


Bad News

Can’t DirectlySegment the Funnel


Good News

We can still get an actionable report

Segment on Marketing Campaign


1. Go to the Campaigns report.

2. Build segments.

3. Build report in Google Spreadsheet.

Segment Design


Got to Product Pg Got to Product Pg,Not further

Got to Checkout,Not further

Made it all the way

Got to Checkout

Segment Design


Got all the way

Got to Checkout

Got to Product

Pg

Got to Checkout,

Not further

Got to Product Pg, Not further

Product Page + + + + +

Checkout Page + + + -

Free Trial Sign Up + - -

1 2 3 4 5

Segment Design


Got all the way

Got to Checkout

Got to Product

Pg

Got to Checkout,

Not further





1


1

2

3


1


1

2

3

4


2 1

Segment Design


Got all the way

Got to Checkout

Got to Product

Pg

Got to Checkout,

Not further





2


Pro-tip

Cheat!Copy and alter segments


1

2

3


1

2

Rename

Get rid of this step


Segment Design


Got all the way

Got to Checkout

Got to Product

Pg

Got to Checkout,

Not further





4


Repeat the Cheat!Copy and alter the segment


1

2

3


Whew!That was a lot of segments.


Now let’s look at the report


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utm-codes


If you are going to look at it once,Pull those numbers into Excel.


If you want to report over time,That’s a big pain.


Good News

There is a GoogleSpreadsheet add-on

Google Spreadsheet Add-on


1. Go to bit.ly/ga-addon

2. Install the Add-on

3. Grant permissions



4. Go to drive.google.com

5. Create a new spreadsheet1

2



6. Go to Add-on Menu

7. Create new report

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2



8. Name your report

9. Select account info



10. Select metrics



2 Change XX to Goal #

(18)

1 Add dates



IS FOLLOWED

BY

bit.ly/ga-segments-1bit.ly/ga-segments-2


Rinse and repeat with your other segments

Example Report


Example Report


Why so low?- Not trying to sell with email

Why so different?- Need to improve

Landing Pages


Rinse and repeat with other

segments types

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Rinse and repeat with other

business objectives


GET TO

KNOW

YOUR

CUSTOMER

S

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bit.ly/deast14-am64

@AlysonMurphy