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Optimization for Content Sites: Analytics, SEO, CRO
Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch
@MartijnSch@MartijnSch
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Optimization for Content SitesBetter tracking, better decisions
Better decisions, better results
“What you’re not tracking, you don’t know!”“Implementing better tracking creates more insightful data”
“The better the data is the more insightful your decision will be”
“Your results get better by the decisions you make”“Just as long as the decisions you make are better decisions”
Better results, reach your business goals
How to provide context How to optimise context
@MartijnSch
WHAT YOU GET OUT OF THIS?
We’ll share the set-ups we use at The Next Web around Analytics, SEO, CRO.
@MartijnSch
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Unique UsersGrowing our unique user base willincrease the potential to reach Generation T.
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Our metrics/KPIs for success;
User Engagement: PV/SessionA higher engagement with our user base will increase the number of pageviews per session.
User Retention: Returning %Increasing the percentage or returning users will increase our brand awareness.
Newsletter SignupsTo get a relationship with our users we’d like to have their email address for the newsletter.
Social SharesMore shares will influence our reach amongst new and returning users.
• Send data to the dataLayer • Able to create variables • Use the data however you want
The DataLayer
• 57 Custom dimensions • Examples:
• Author • Adblocked • A/B Testing • Post ID • Client ID
CustomDimensions
• 23 Calculated Metrics • Examples:
• Customer Lifetime Value • AVG Cost per Session • Non Bounces • Cost of Acquisition
Calculated Metrics
Event TrackingWhat is going on and why is that
happening? That’s what event
tracking helps with.
Examples: • JavaScript Errors • Ads Loaded or Not Loaded • Share Buttons • Contact Forms • Integrations with Google DFP
Time on PageDo you really know if
people read your content,
you don’t, right?
But on a high bounce rate
page it’s really hard for
web analytics tools to
calculate the perfect time
on page.
You want to know what
happens in the funnel of your
ecommerce shop, right?
But how does that work for a
publisher? We figured it out.
Enhanced Ecommerce
@MartijnSch
Custom DataCustom information:Content, Metrics, Data
EngagementWhat’s a user doing:Scroll tracking, event tracking
TestingWhat does(n’t) work:Testing via Google Tag Manager
Enhanced EcommerceImproving Ecommerce:More info on the transaction process
FiltersExcluding + Improving:Page information + cleaning
Cost DataCalculate your ROI: Facebook, LinkedIn, Twitter, etc.
@MartijnSch@MartijnSch
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We make most of this available!Download via:Github.com/TheNextWeb/GTM
Import the container in GTM
Configure what you (don’t) need
Download as ZIP, import the container inGoogle Tag Manager to get started.
The documentation in Github will tell you whatto configure in Google Tag Manager.
Share the love!
You can import a container in Google Tag Manager with a preconfigured set of tags,
variables, values to get started immediately.
Our GTM set-up is now available for you!
TLDR; Web Analytics
@MartijnSch
1. You obviously know your business goals 2. For publishers it’s not all about money 3. Know your micro conversions inside out 4. Leverage all options in GA & GTM 5. Track the sh*t out of everything!
It’s hard for Google to
understand the META
information. Definitely if
you don’t provide it the
right (structured) way.
Google is dumb!
@MartijnSch
TLDR; Search Engine Optimization
1. Competitive like hell! 2. Make sure you’re ‘different’ from others 3. Optimize whatever you can to the max 4. Schema.org is going to help you out! 5. It is all about scalability
@MartijnSch
Testing Figures Data from 2015
2,5 CRO Team in 2015
38.000.000 Sessions with Tests
0 CRO Team in 2014
5-7 Tests per week
Priceless Amounts of fun
35% Traffic v.s. Tests
@MartijnSch
“If you double the number of experiments you’re going to double your inventiveness”
- Jeff Bezos
@MartijnSch
The opportunity is
350-400 tests a year. As
ROI per test is low we
need to run a lot to have
a positive return.
Efficiency <> Costs
@MartijnSch
We didn’t move to any ‘real’
CRO tool but decided to
iterate on our own: GTM <> JS.
Supporting: A/B/n & MVT.
GTM Testing
@MartijnSch
Download: Github.com/TheNextWeb/CRO
• Variant increase clicks with 16% • Had a significance + power level of > 99% • We ran the test for 1x 7+ days • Targetting over 200.000 users
Winner: Variant
Original:
Variant
Engagement is important,
focus on getting more clicks
on the related stories in the
sidebar.
Rankings!
• Variant increase clicks with 36% • Had a significance + power level of > 99% • We ran the test for 7+ days • Targetting over 300.000 users
Winner: Variant
Original: Variant:
Engagement is important,
focus on getting more clicks
on the related stories below
the article.
Related Stories
• Variant increase clicks with 36% • Had a significance + power level of > 99% • We ran the test for 2x 14+ days • Targetting over 500.000 users
Winner: Variant
Original:Variant
So what if we remove the
whole sidebar, wouldn’t people
be more focused on the stuff
that is out there?
Big, bigger
• Variant decreased clicks with 17% + 14% • Had a significance + power level of > 99% • We ran the test for 14+ days • Targetting over 420.000 users
Winner: Original
TLDR; Conversion Rate Optimization
@MartijnSch
1. Know what you’re testing 2. Focus on your user segments 3. Iterate on what you’re already testing 4. Focus on high significance 5. Test big, bigger, biggest!
Currently measuring the scroll
depth and the engagement on
page is separated. Merging the
data will make sure the tracking
is improved and loadtimes will
decrease a tiny bit.
Content Enagement V2.0
@MartijnSch
SEO: Schema.org
@MartijnSch
Provide all the right information
about our content to search
engines. The more meta the
information is the better.
We want to make sure you have
the right experience from
wherever you come from.
Maintain testing on segments
“Personalisation”
@MartijnSch
@MartijnSch@MartijnSch
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Optimization for Content SitesBetter tracking, better decisions
Better decisions, better results
“What you’re not tracking, you don’t know!”“Implementing better tracking creates more insightful data”
Better results, reach your business goals
“The better the data is the more insightful your decision will be”
“Your results get better by the decisions you make”“Just as long as the decisions you make are better decisions”
Take Aways:
1. Know your business goals! 2. Measure & Track micro conversions 3. Provide all information, make it smart 4. Know what the future looks like 5. Mostly have fun & keep iterating
@MartijnSch