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This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
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Owning Great Content: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia
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Google’s Mission: It’s all about Information
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To organize the world’s information and make it universally accessible
and useful.
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Today
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Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
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Create Great Content
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What is interesting to the world right now?
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Time series trends
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http://www.google.com/adplanner
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Insights for www.cookingandme.com
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Insights for Search
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DoubleClick Ad Planner
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Google Analytics
To organize your website visits’ information and make it universally accessible and useful within your entire organisation
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google.com/analytics
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Track Behaviour
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Entry Exit
Behaviour
Engagement
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Where are my visitors from?
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What are people searching for?
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What are they searching for?
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Where do they start searching?
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What do they search for when on that page
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If you don’t have it, provide it
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Understand your audience better through segmentation
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This blue line assumes everyone is the same
Don’t make decisions purely on this blue line
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Know what your audience is
searching for
Know your audience
Know what your community is interested in
Recap
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Create Great Content
Google Analytics
DoubleClick Ad Planner Google Insights for Search Google Analytics
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Attract Visitors
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It’s not just about attracting visitors, it’s also about attracting the right type of visitors
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Goals Bring Context to Numbers
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Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors
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We’re doing awesome in Brazil! Right?
INSIG
HT
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Goals Bring Context to Numbers
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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!
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HT
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STA
GE
GO
ALS
Measuring Goals along the Interaction Funnel
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Awareness Consideration Preference Action
Bought subscription
Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page
Watched our product video Visited “Product Features” page
Created membership account Subscribed to newsletter Clicked on “Join Facebook” button
$
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4 Goal Types in Google Analytics
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Event … visitor interacts with your social sharing widgets
Pages/Visit … visitor browses through 3 or more pages on your site
Time on Site … visitor spends more than 5 minutes on your site
URL Destination … visitor lands on your subscribe page
Goal Type Goal Triggered By …
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360 Degree Tracking
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URL Campaign Variables
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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter
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Email Signatures
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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature
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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure
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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos
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vs.
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Understand your social media reach
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Segments: Compare your traffic channels
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Set Goals Tag all inbound links
Recap
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Attract Visitors
Google Analytics Google Analytics
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Improve the user experience
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Engagement is declining
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Bounce rates are steadily increasing
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Identify landing pages with high bounce rates
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Test landing pages
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Media
Button
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24 combinations tested….
Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now
Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
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Experiment results
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$500m raised online
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Where are people leaving my site?
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Monetize exit pages
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“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz
Publishing and FreePrintable
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How do visitors interact with my site?
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Improve high bounce pages
with testing
Fix or monetize exit pages
Fix problematic flows through
your site
Recap
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Attract Visitors
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Google Analytics Google Analytics
Google Website Optimizer
Google AdSense
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Let’s recap …
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You can use data to own great content
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Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
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http://goo.gl/5BjQS How can WE help Publishers?
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Subscribe for the Latest News
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THANK YOU
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