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Siegert Dierickx (These Days) shares with you how you can leverage your Google Analytics numbers with valuable context and insights through the use of Voice of the Customer (VOC) strategies.
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THE BRANDINTERACTION
COMPANY
Beyond the Click:
The Voice of the Customer
Google Analytics Business Conference
3 May 2012
Siegert [email protected]
@siegertd
04/13/2023 © THESE DAYS – The Brand Interaction Company
A CONTINUOUS PROCESS OF OPTIMIZATION
Reporting Analysis Optimization
Business Objectives & KPIs
Tools & Analytics Methods
Data Sources
04/13/2023 © THESE DAYS – The Brand Interaction Company
CONVERSION RATIO
%
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
SOME GOOGLE ANALYTICS STATS
100.000 VISITS
60.000 VISITS
18.000 VISITS
12.000 VISITS
6.200 VISITS
1.800 CONVERSIONS
STEP DROP-OFF
66,66%
51,66%
04/13/2023 © THESE DAYS – The Brand Interaction Company
SOME GOOGLE ANALYTICS STATS
100.000 VISITS
1.800 CONVERSIONS
100€ CONVERSION VALUE
1.8% CONVERSION RATIO
04/13/2023 © THESE DAYS – The Brand Interaction Company
Google Analytics tells us
happenedWHAT
04/13/2023 © THESE DAYS – The Brand Interaction Company
Not
it happenedWHY
04/13/2023 © THESE DAYS – The Brand Interaction Company
Who visits the site and where do they
come from?
CUSTOMER JOURNEY FRAMEWORK
04/13/2023 © THESE DAYS – The Brand Interaction Company
Who visits the site and where do they
come from?
Why do they visit the site?
?
?
?
?
CUSTOMER JOURNEY FRAMEWORK
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
Who visits the site and where do they
come from?
Why do they visit the site?
?
?
?
?
CUSTOMER JOURNEY FRAMEWORK
04/13/2023 © THESE DAYS – The Brand Interaction Company
Who visits the site and where do they
come from?
Why do they visit the site?
?
?
?
?
EXIT
?
?
What do they do when they get there?
CUSTOMER JOURNEY FRAMEWORK
04/13/2023 © THESE DAYS – The Brand Interaction Company
Who visits the site and where do they
come from?
Why do they visit the site?
?
?
?
?
EXIT
?
?
What do they do when they get there?
Why do they leave the site?
?
?
?
?
CUSTOMER JOURNEY FRAMEWORK
04/13/2023 © THESE DAYS – The Brand Interaction Company
YES NO
Did you reach your goal?
04/13/2023 © THESE DAYS – The Brand Interaction Company
+ WHYWHATBehavioral(Clickstream)
Attitudinal(Voice of Customer)
04/13/2023 © THESE DAYS – The Brand Interaction Company
BACK TO OUR FUNNEL
100.000 VISITS
1.800 CONVERSIONS
100€ CONVERSION VALUE
1.8% CONVERSION RATIO
04/13/2023 © THESE DAYS – The Brand Interaction Company
PROVIDE CONTEXT WITH VOC
100.000 VISITS
1.800 CONVERSIONS
100€ CONVERSION VALUE
1.8% CONVERSION RATIO 9% CONVERSION RATIO
GOOGLE ANALYTICS + VOC
20.000 VISITS W/ INTENTION
04/13/2023 © THESE DAYS – The Brand Interaction Company
BACK TO OUR FUNNEL
100.000 VISITS
60.000 VISITS
18.000 VISITS
12.000 VISITS
6.200 VISITS
1.800 CONVERSIONS
STEP DROP-OFF
66,66%
51,66%
GOOGLE ANALYTICS
04/13/2023 © THESE DAYS – The Brand Interaction Company
PROVIDE CONTEXT WITH VOC
• ‘Next’ button did not work• Very slow page load• 404 error• You request info I do not understand• You request info that I do not want to
share• I have no credit card• …
04/13/2023 © THESE DAYS – The Brand Interaction Company
IT’S NOT ABOUT CLICKS
It’s about people – It’s about your customer
Who comes to your website?What are they trying to accomplish?How well are you helping them?
04/13/2023 © THESE DAYS – The Brand Interaction Company
• User Panels and Test Labs• Social Media Monitoring• Review Site• Customer Forums• Survey• Feedback
VOICE OF THE CUSTOMER VISITOR
04/13/2023 © THESE DAYS – The Brand Interaction Company
FAST, EASY AND EFFICIENT
SURVEY
Site level At end of visit Multiple questions Flexibility on topics
SITE SATISFACTION
FEEDBACK
Page level During visit Single question Flexibility on topics
PROCES OPTIMIZATION
04/13/2023 © THESE DAYS – The Brand Interaction Company
1. Decide ‘WHAT’ you want to find out from your visitors
2. Decide ‘HOW’ you want to gather the insights, via survey or feedback tool. And ensure you can take actions upon this insights.
3. Evaluate the available tools, and check ease of implementation with your webmaster.
4. Perform a correct and efficient deployment to ensure you get the maximum possible.
5. Analyze and gather insights!
IMPLEMENTATION
04/13/2023 © THESE DAYS – The Brand Interaction Company
TAKE ACTION
04/13/2023 © THESE DAYS – The Brand Interaction Company
TAKE ACTION
With this gold in your hands, take action and optimize (at least the low hanging fruit).
04/13/2023 © THESE DAYS – The Brand Interaction Company
1.Integrate with Google Analytics
Push survey data to Google Analytics as an event and include it in all custom reports and on-the-fly segments
• what did my most satisfied visitors see on the site
• what campaigns / keywords drove the most unhappy traffic
• how do people who see the ‘facebook share’ button feel about likelihood to share
ACT UPON THE DATA
04/13/2023 © THESE DAYS – The Brand Interaction Company
1.Integrate with Customer Experience Management (CEM)
ACT UPON THE DATA
04/13/2023 © THESE DAYS – The Brand Interaction Company
3. Go beyond the feedback• Net Promotor Score
ACT UPON THE DATA
04/13/2023 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME
1.Don’t be aggressive! It can damage your brand.
04/13/2023 © THESE DAYS – The Brand Interaction Company
6 TIPS TO TAKE HOME1.Don’t be aggressive! It can damage
your brand.
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME
2. Keep it simple!
04/13/2023 © THESE DAYS – The Brand Interaction Company
3 TIPS TO TAKE HOME
3. Be prepared! And organized.
04/13/2023 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME
4. Apply a solution with build in reporting and segmentation and correlation flexibility
Technical issues
Slow load time
Broken links/buttons
404 errors
Internet Explorer 7 Visitors
04/13/2023 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME
5. Frequency! Don’t stop after 1 round of insights
As with web analytics data, a continuous and ongoing survey system provides you with much greater insight than running a survey for a single campaign or set time period.
04/13/2023 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME
1. Don’t be aggressive! It can damage your brand.
2. Keep it simple! 3. Be prepared! And organized. 4. Apply a solution with build in
reporting and segmentation and correlation flexibility
5. Frequency! Don’t stop after 1 round of insights
04/13/2023 © THESE DAYS – The Brand Interaction Company
Reporting Analysis Optimization
Business Objectives & KPIs
Tools & Analytics Methods
Data Sources
GENERAL WRAP-UP
04/13/2023 © THESE DAYS – The Brand Interaction Company
GENERAL WRAP-UP
Reporting Analysis Optimization
Business Objectives & KPIs
Tools & Analytics Methods
Integration of Data Sources
Behavioral Channel Performance Visitor Insights Attitudinal Competitor
THE BRANDINTERACTION
COMPANY
THE BRANDINTERACTION
COMPANYSiegert Dierickx
[email protected]@siegertd
