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Jon Whitehead from Metricks presentation on "Understanding Web Analytics" at River City Labs
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Understanding Web Analy1cs
Jon Whitehead
Metricks.org
Who is Jon Whitehead?
• Web designer/developer through dotcom crash
• Analy1cs part of role for over 10 years • Full 1me Web Analyst since 2006
• Formed Metricks 2010
Metricks.org
Data, Data everywhere…
• Google Analy1cs, Omniture, Webtrends, KISSmetrics, Springmetrics, Woopra
• Clicktale, CrazyEgg, Lucky Orange • Social Media measurement tools
• EDM data – Mailchimp, Icontact, Vision6
• App data – Flurry, Otherlevels • And that’s just online!
Metricks.org
How do we cut through it all?
Metricks.org
ABC of Web Analy1cs
Understanding and Focus • Acquisi1on -‐ How do prospects get to your site • Behaviour -‐ what do they do on your site • Consequence -‐ what propor1on are doing what you want them to
Metricks.org
Consequence
What is the objec1ve? • Business • Website
• Macro and micro goals – Macro – a sale, a lead, a download – Micro – a like, a tweet, video watched
Metricks.org
Goals and Events
Objec1ves in Google Analy1cs called Goals Macro -‐ Leads, sales, subscrip1ons Setup in GA interface
Events Ac1ons on the site Macro and Micro -‐ submit, play video, download Very important for apps Needs code
Measure what prospects are doing against objec1ves
Metricks.org
Goal setup
1) add a name 2) This goal is based on finishing on a certain page -‐ confirma1on page 3) The thankyou page url 4) Head Match from dropdown -‐ matches the start of the goal page 5) Goal value – value of a lead 6) 1ck to setup a funnel -‐ a series of pages a user progresses through 7) the funnel steps
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Acquisi1on
Where are prospects coming from? Search, Referral, Direct
• Campaign tagging hcp://www.metricks.org? utm_campaign=2012-‐presenta1ons
&utm_medium=presenta1on
&utm_source=rivercitylabs
Metricks.org
Ques1on the data
• Use business ques1ons – How are our campaigns performing? – What are our best keywords? – Why do I have such high bounce rate?
• Frame as ‘which’ – Which campaigns perform best? – Which keywords convert? – Which elements are causing prospects to bounce?
Metricks.org
Which campaigns perform best?
All Traffic report
Metricks.org
Which Keywords convert?
Greater than site average
Terms that have good traffic and a higher than site average conversion rate
Metricks.org
Which Keywords convert?
100 = 100% conversion
Terms that convert at 100% -‐ use in content, social, PPC etc
Metricks.org
Which elements are causing prospects to bounce?
Examine page and devise hypotheses No call to ac1on, Wrong informa1on, Slow page
Use GA experiments Test different layouts
Also Unbounce, VWO, Op1mizely
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Mobile and Apps Mobile App Analy1cs -‐ beta
hcp://analy1cs.blogspot.com.au/2012/06/measuring-‐mobile-‐world-‐introducing.html
hcps://services.google.com/p/forms/mobileappanaly1csbeta/
Metricks.org
Call tracking
• Complete view of leads • Include call details in Google Analy1cs – Amount of calls
– Call dura1on – Answered or not
• Can also use with Adwords numbers
Metricks.org
Notes
• Keep track of what is happening that could influence traffic, internal and external
Metricks.org
Final Word
It’s not about how much data you have, it’s what you do with
the data that is important
Metricks.org
… That’s All Folks …
[email protected] Twicer: @jonny_whitehead
linkedin.com/in/jonnywhitehead
Training: hcp://in-‐a-‐day.com.au/workshops/website-‐
training/web-‐analy1cs-‐in-‐a-‐day/