Path Analysis: A Good Use of Time?
- Customers like the path the want to, not the one you force
- The tool don’t show which page in the path was most influential
- Most tools don’t track the path correctly
- Exception: Landing Page experience
- Possible solution: Group relevant pages
- Show most influential pages/li>
- Make segmentation easier
Stop Obsessing About Conversion Rate
- Overall conversion rate doesn’t allow for actionable insights
- It only covers a small minority of all visitors
- People are going to research on your site
- People who want to learn about your company
- People who need help with a product of yours
- People that do something completely different
- That is, you neglect a big part of your visitors
- You’ll focus on short term gains
- Better metric: Task Completion Rate
- Helps you to cover all customers
- Successes outside from conversions
- Ultimately understand your customers better
Getting Started With Web Analytics: Step One – Glean Macro Insights.
- Understand the macro level first
- 1. How many visitors are coming to your site?
- 2. Where re they coming from?
- 3. What is the purpose of your website? What are your top three web strategies you currently working on?
- 4. What are you visitors actually doing?
Consultants, Analysts: Present Impactful Analysis, Insightful Reports
- No data overload: Give value instead of data, provide recommendations
- Tie your data to business outcomes
- Use other data than just Clickstream
- Don’t make it boring
- Connect insights with actual data
- Meet the “exceptions of scale”: If you are a big agency or written a book on WA, then people expect more from you
- Do something unique
Paid Search Analytics: Measuring Value of “Upper Funnel” Keywords
- Upper Funnel / Longtail Keywords can neglected because of the single session mindset
- Understand each stage of the customer purchase life cycle
- Map your keywords to each of those cycles
- Measure success for each cycle differently
- Category Keyword: Bounce Rate
- Category / Brand: Time on Site
- Brand: Visitor Loyalty
- Conversion/Product: Conversion Rate / Leads
Aggregation of Marginal Gains: Recession Busting Analytics!
- Often web analysts don’t focus on the immediately achievable improvements
- Simple things:
- Figure out where you are making money
- Check errors in your email campaigns
- Use funnels
- Fix your top landing pages
- Compare organic and paid keywords: Where are gaps between these two and why?
- Ask your customer
- Fix dumb stuff: e.g. check 25-point Website Usability Checklist
Analyze This: 5 Rules For Awesome Impromptu Web Analysis
- Question: What would you change on this website?
- Useful things to remember:
- Don’t start with your opinion: you are a proxy for customers / visitors => Better: State hypothesis
- Always offer alternatives
- Offer data, even when you don’t have access to the site’s data.
- State your assumptions about the site’s objectives
- Focus on obvious and non-obvious things: micro and macro conversions, competitor’s site, customer satisfaction, ideas for testing, demographic trends, etc.
Web Analytics Segmentation: Do Or Die, There Is No Try!
- Pick at least some segments in: Acquisition, Behavior and Outcomes
- #1: Acquisition: Where does the company spent its most money on?
- How to segment:
- Context: How many visits?
- (Optional): How many were new?
- Bounce Rate
- What was the cost of acquisition?
- What value could we extract at a per visit level?
- How many were able to accomplish their goal?
- Was what the total value added to our organization?
- #2: Behavior
- What are the visitors doing?
- What do people want to do on your site?
- How deep are they browsing on your site?
- How long did they take time till conversion?
- How often did they visited your site?
- => Traffic source, conversion, average order value, actions, etc?
- #3: Outcomes
- Loot at macro and micro conversions!
- i.e. video clicks, adding products to wish list, applying for a trial, downloading white papers, etc. etc. etc.
5 + 4 Actionable Tips To Kick Web Data Analysis Up A Notch, Or Two
- Go deeper — Don’t stop at the obvious border: compare off and online data, create CLV for ecommerce,
- Join the People against lonely metrics club
- Measure the complete site success
- Don’t just report one month: at least three months, understand your business’s cycles, create annotations
- Make insights in your data obvious: Better visualizations
- Segment your data (previous summaries)
- Don’t just look at the top 10 rows
- Step away from one-session thinking (later summary)
- Achieve multichannel analysis (previous summary)
Win Big With Web Analytics: Eliminate Data & Eschew Fake Proxies
- Most reports are overloaded with data
- Though, the readers want context and insights
- Eliminate all useless metrics and data in your reports
- Understand the desired outcomes
Rebel! Refuse Report Requests. Only Answer Business Questions, FTW.
- Context is important – no business is the same
- Answer business questions – what’s the driving request for the data?
- Attributes of a business question:
- They are usually open-ended and on a higher level
- They need likely more information than just visits, bounce rate, etc.
- They are seldom answered with tables
The Difference Between Web Reporting And Web Analysis
- Data puking isn’t web analysis
- Signs that you are doing web analysis:
- Actions instead of data
- Work with the business, measure economic value
- Use the web analytics measurement model (previous summary)
- You are doing a bit advanced statistics
- If you work with targets
- You provide context
- You segment your data effectively
- If you can provide an impact for a recommendation
- If you use less than four metrics in a table
- If you use multiple data sources