08NTC: Day 2, Successful Web Analytics

Robin Steiff, LunaMetrics

Google Analytics, Know your website, one hour a day

The Web Analytics Challenge
Data: Yes
Actionable Insights: Not so much
It’s only when you add context that this information has value. Need actionable insight and action to take.

Google is free, but time is money.

How does Google Analytics help?
Not always the right app for everyone, but great for many things. Does a lot that other packages don’t:

1.Data democracy. Dashboard with one glance gives you time-on-sight, number of pages people have visited. Goals overview. With one glance, we can see what’s going on. Not everyone has access to this information, but everyone can understand it. Democratizes data

  • Can setup email for your dashboard
  • Specific, granular, customized
  • Empower Understanding Action
  • Red is bad, Green is good.
  • Can look at period over period
  • Can set up funnels - a defined path through the website. Most powerful report. Funnel could be a signup for an email registration or a shopping cart. Can see if people continue the whole way. Can see where you’re losing your members.

2. Data discovery. All about people understanding the story.

  • See where your users are coming from
  • One click gets you to Content Overview - ease of deep diving. Can see top content.
  • Navigation summary. Homepage expample. Can see if most people enter from this page, and if they stay. At one glance we can see if we’re doing something right on the homepage. Then can dive deeper and know “why”.
  • Can see referrers
  • Can see keywords

3. Context, context, context - don’t forget the stoplights

  • Gives you insight about the right questions - what I need to know now.
  • Look for red and green in your goals.
  • Can compare direct traffic to the rest of the site. Prior comparison and rest of the site comparison - the two comparisons Google does really well.
  • Site usage tab.
  • Goal Conversion tab - segmentation. How well does direct traffic do with “goals” we’ve set.
  • Use it to change the conversation focus through comparisons - helps provide context.
  • Recently introduced ability to add multiple lines on a graph.
  • Goal conversion rate - sum of all our goals
  • Industry benchmarks - when you choose to share your data with the rest of the world, you get to see their data too. Get benchmarking data for the web. Can’t choose the industry you’re in. It’s done automatically by google. They use keywords, so it’s likely to be right. High-level metrics only.

4. Data in Service of Action

  • Never let your data be lonely. Pair up your data with other data. Don’t just look at page views. Let’s pair it up with time on page. Black square in upper corner to change graph views. See what people are spending their time on - time on page is critical. Takes all data and compare it to the site average.
  • Conversion rate doesn’t favor google - it favors yahoo, etc.

5. Got no e-Commerce?

  • How do you measure what is good and what is bad?
  • Visitors tab - visitor’s loyalty. E-commerce sites have lots of return visitors up until 5x. If you’re a social media site, you have people that are stalking you. Visitor loyalty is one of the most important metrics. Compare visitor loyalty with this period and last period. Marry up your data!
  • Visitor Recency - lunametrics/blog - how to read it. When was the last time they came to you.

6. Bouncy, Bouncy, Bounce

  • Bounce is a great way to measure out your problems - when people land on your page and don’t visit another page
  • Bounce isn’t always bad. Must keep this in context. If you’re a blog, they read 10 posts and leave. If bounce rate is 100%, you have to take it in context. They looked at what you wanted them to look at.
  • When we marry up images to bounce rate, we can see that Google doesn’t do really well. We don’t want to optimize our sites for google images. Not where business is.
  • We start to know what matters
  • Look at top landing pages

7. Site Search analytics: explore the effectiveness of your search

  • Google analytics measures how many users take advantage of your site search. What did they type in? Gives you an idea what keywords to optimize for, AdWords.
  • Search exits - how many times did people do a search and leave without looking for something
  • Time after search - how long did someone stay on the site after they typed in the search term.
  • Always want to compare visits with site search with visits without site search. Want to tell how well your site search is doing and ask the boss for more money to improve the site search. Good to see if people have better luck with the site search than without. Check conversion rates.

8. Web 2.0

  • Rich media
  • More and more our websites aren’t about pages. We have events on the page.
  • Still in beta - google analytics now has event tracking.
  • Video example: PBS Mormon article. Watch a video. How far into the video do people get?
  • 4 “glasses” - Object is “video tracker”, Actions: what did they do with my video tracker?, Can multi-purpose labels. What did they look at? Multiple levels you can add. You can start to track rich media with your analytics. It will be located below Content/Site Search (must enable site search), and then it should show up below that. No ETA Reports like your other stuff. Will help you gauge the effectiveness of your events.
  • Can use it with all the other things you have in your dash. Compare with e-commerce (did people purchase after they viewed?)

Beyond Analytics

  • Look into customer experience optimization
  • Learn about what customer is feeling through surveys
  • Experiment or go home! Engage in multivariant testing - clue for websites. Set up javascript, use Google’s free site optimizers. Test headline, copy, and pictures. Test several combinations and see which one works best among lots of users.
  • Need to experiment to win.
  • You can’t always do what the customers want, if your senior manager wants something different. Compare options and provide data to help inform decision.
  • Do site testing with strangers on airplanes

Google Analytics integrates seamlessly with adwords
Use site profiles to measure different visitors on the same site:

  • include only organic traffic
  • include people only internal to company
  • include only new visitors
  • include only unique visitors

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