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What makes a successful Google Analytics strategy for enhanced user experience?
Maximising Data And Conversion
What makes a
successful Google
Analytics strategy
for enhanced user
experience?
Agenda
Introduction to iProspect
iProspect relationship with Frosmo
Successful Google Analytics strategy
• Hygiene/data robustness – 100% accurate set up
• Advanced configuration for better insights – custom tracking
• Analysis/activation of the data
Examples of activation with Frosmo tool
• Holland and Barrett – personalisation by user type
• Music magpie – relevant cross sell based on analytics data
• Manchester Airport – 1-2-1 website based on previous behaviour
Questions
3
Daniel Wigley
• 9 years’ web analytics and conversion optimisation experience
• Set up iProspect web analytics and conversion product offering
• comScore Digital Analytix Expert
• Google Analytics qualified individual
• Experience working with 100+ brands to improve their web analytics and
conversion rate
4
Joe Woodcock
• 7 years Conversion Optimisation experience and Web Development
Experience
• Google Analytics qualified individual
• Qubit, Optimizely and VWO Certified
• Google Analytics and Google Squared qualified individual
5
6
Lead Generation & Affiliates
Paid Search
Natural Search
Content
Generation
Performance
Display
Our
Products
Resourced to deliver across the
entire spectrum of digital
marketing channels
Social Media Management
Conversion
Optimisation
Data & Insights
Video
Structured
Data & Feeds
iProspect relationship with Frosmo
• Only UK based agency with partnership with Frosmo
• We use Frosmo for our agency clients to aid personalisation and optimisation
• We actively use data team to power insight, then Frosmo to activate onsite personalisation and optimisation
• We choose Frosmo because it offers flexibility of an enterprise tool for our clients at good commercial value
7
8
Experts in the World of Data and Analytics
• One of only 8 in the UK
• Dedicated account
management team
• Stamp of quality for
technical implementation
and consultation
• One of only 8 in the UK
• Access to new beta &
product development
• Preferential rates
• Includes free version and
Tag Manager 360
support
• Access to new beta &
product development
• Request new features
• 500 qualified individuals
in the UK
• 10+ qualified individuals
Analytics 360
Suite PartnerGAIQ Qualified
Analytics 360
Reseller
Tag Manager
Partner
What makes a
successful Google
Analytics strategy
for enhanced user
experience?
100% robust set
up
Advanced
configuration
for better
insights
Analysis/
activation of the
data
10
A great Google Analytics strategy is broken down into three key areas
• Data hygiene – ensuring you
can trust all the data you see in
the account
• Critical to making decisions
around site optimisation
• Ensuring everything is tracked
appropriate for your business
• Advanced configuration –
ensuring all the new
functionality of Universal
Analytics (or GA 360) is set up
to understand your users better
• Leveraging site performance
into conversion activity
• Only trying to improve
conversion on the areas with
the biggest ROI
Each one is reliant on the other being completed – it’s a simply to follow approach to ensure you are making the most of the
tools that are available to you..
Data Hygiene
12
Why is Google Analytics data hygiene so important?
Can distort
performance of
key pages on the
website
Can lead to
misunderstanding
optimisation
activity
Can lead to
wasted
investment
PIIHostname
Filters
‘Fake’
Traffic
Query
Parameters
13
What are the common mistakes?
• It is against Google
Analytics terms and
conditions to collect
personally identifiable
information
• Fake or bot traffic can
distort bounce rates and
overall conversion rates.
• It could be pricing
crawlers, uptime
checkers or site
confidence tools
• It is against Google
Analytics terms and
conditions to collect
personally identifiable
information
• Apply hostname filters to
make sure the data is
robust
• Only capture visits from
hostnames that you want
There are 4 key common hygiene factors that are consistently not applied across the multiple clients we work with..
Fake traffic – how do I spot it?
14
Ensuring all fake traffic is taken out
of the GA account is imperative to
understand key performance
• Click on audience >
technology > Network
• Apply a advanced filter to only
show % new sessions greater
than 99.9.%
• Add city as a secondary
dimension
Fake traffic – how do I fix it?
Ensuring all fake traffic is taken out of the GA account is imperative to understand key performance
15
‘Fake’
traffic
Query parameters – what are they and how do I spot them?
Query Parameters can make analysis a lot harder to understand the performance of specific pages
16
• Query parameters are the
bit after the full URL
• /static/ArgosPromo3/includ
eName/3for2toys.htm?tag
=ar:home:banner:0:toys
• Click on Behaviour > Site
content > All pages
• Apply a advanced filter
box with a ?
Query parameters – what are they and how do I spot them?
Query Parameters can make analysis a lot harder to understand the performance of specific pages
17
Click on filters in the
admin section
Selection custom
Apply regex (\?+.*$)
Have the data
cleansed!
PII – what is it and how do I spot it?
Collecting personally identifiable information is against Google Analytics terms and conditions
18
• Google Analytics can capture PII by default – need to make sure data is cleansed
• Click on All pages > add and @ symbol into the advanced filter
• View results and then take steps to cleanse the data
Advanced
Configuration
Custom
Dimensions
Full Enhanced
Ecommerce Set
Up
Form Field
Abandonment
Tracking
20
The account can also be customised for enhanced insights.
• Utilising more custom
dimensions can give you
greater insight into visitor
behaviour.
• Allowing you to really target
the real problem areas of the
site
• Need to configure the funnel
so that it captures virtual
page views to understand
progression between each
step for optimisation
purposes
• Additional insight can be
captured around fields:
• How long was spent in each
field?
• Does progression differ by
traffic source?
20 custom dimensions (compared to 5 custom variables with classic GA)
21
Weather Gender Age Login in vs logged out
Products viewed Submitted a lead or not Always uses promotions Lead ID/customer number
Custom dimensions give you bespoke insight and allow you to understand visitors in a way that is tailored to your business
Enhanced ecommerce reports to provide granular data
22
Answer questions about your user behaviour
you’ve not been able to answer before
You will be able to answer the following
questions:
• What products cause the highest
abandonment rate?
• Funnel conversion rate by any
dimension
• What is the most viewed item on the
website?
• Add to basket by order item appears
in a list
• What is the main cause of users not
completing the checkout process?
• How many users added to
basket, what is the add to
basket rate of my products?
Form field abandonment
23
Answer questions about your user behaviour
you’ve not been able to answer before
You will be able to answer the following
questions:
• Which field causes users to
abandon?
• How many seconds are spent in each
field?
• Are fields entered twice by the user?
• How far do users progress down the
form?
Activation of
the data..
Analysis and activation
• After you’ve found out what happened/trends focus on the
why?
• Utilise things that have been set up, or think about additional
thing that’ll add another layer on insight into findings
• Think about what you’re going to do with the data and
how it can be activated into something meaningful
25
Google Analytics integration with Frosmo
26
Out of the box
integration
Bespoke Manual
Tracking Script
Music Magpie
27
Used Google Analytics after accurate
set up to analyse the average number of
products purchased has declined and the
percentage of customers removing items
from the bag was high YoY
We were able to add in a number of
messages across the site highlighting
recently viewed products to try and
increase the number of products the user
adds to the basket.
Implemented this change site wide
improved the average quantity by 33%
and improved AOV by 37% YoY
Holland and Barrett
28
Large proportion of users purchasing, then
returning to browse the site and not buying
products – creating dynamic
recommendations based on insight from
enhanced ecommerce
Using enhanced ecommerce we were
able to understand the relationship with
users removing products from their basket
dynamically recommending products
associated with them or ones they had
bought
Using Frosmo tool my team implemented
dynamic recommendations on the
homepage increased add to basket by
4.5% and conversion rate by 7% for
returning users
Holland and Barrett
29
Large proportion of users purchasing, then
returning to browse the site and not buying
products – creating dynamic
recommendations based on insight from
enhanced ecommerce
Using enhanced ecommerce we were
able to understand the relationship with
users removing products from their basket
dynamically recommending products
associated with them or ones they had
bought
Using Frosmo tool my team implemented
dynamic recommendations on the
homepage increased add to basket by
4.5% and conversion rate by 7% for
returning users
Manchester Airport Group
30
95% abandonment rate from the flight
information pages on the site - Advanced
personalisation based on insight from
custom dimensions
We captured lots of additional information
about the visitor, their gender, what they’d
bought previously, shops they’d browsed,
abandonment rate of booking processes
Implemented this on flight information
pages and reduced abandonment rate
on this page by 12% and increased
average pages view by 13.5%
Manchester Airport Group
31
95% abandonment rate from the flight
information pages on the site - Advanced
personalisation based on insight from
custom dimensions
We captured lots of additional information
about the visitor, their gender, what they’d
bought previously, shops they’d browsed,
abandonment rate of booking processes
Implemented this on flight information
pages and reduced abandonment rate
on this page by 12% and increased
average pages view by 13.5%
Any Questions?