Kick Butt With Internal Site Search Analytics
- Understand site search usage: What are they looking for?
- On which site do people search?
- How good are the search results?
- What do people search for after they search for one term?
- Measure outcomes
PPC / SEM Analytics: 5 Actionable Tips To Improve ROI
- Compare keyword performance for different search engines / PPC sites
- Focus on what’s changed, otherwise there’s just too much data
- Look at your impression share
- How is your ROI distributed – exceeds, meets or underwhelms expectations?
- How are the keywords matched?
Analysis Ninjas: Leverage Custom Reports For Better Insights!
- Start with goals: Where is the company spending money? How is the bonus of your boss calculated? What is the worst thing on your company’s website?
- Include outcomes
- Reduce the number of reports
- Match metrics up to reader – Personalize
- Talk to people and understand what motives them
3 Advanced Web Analytics Visitor Segments: Non-Flirts, Social, Long Tail
- Non-Flirts, Potential Lovers: Page Depth bigger than 3 (depending on the distribution)
- Social Media, Baby: Tag your links and track by referrer
- Search Queries With Multiple Keywords [3, 4, 5, 10, 20]: Match keyword ->
Three Amazing Web Data Analyses Techniques For Analysis Ninjas
- Calculate costs / profits for micro-conversions
- Bring ratios / quotas into context: 0.01% conversion = 100 of 1,000,000 visitors convert
- Not every visitor is convertible: only return and of return only valuable traffic (e.g. people visiting the pricing info)
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
What is it about?
Why can you convince your parents so easily? Because you know them. You know what they want, who they are and what they value. If you could know your customers as good as your parents, you could create astonishing advertising.
What can I learn?
Hard data first: The first step is to learn about the market in general. Read statistics about the person’s sociodemographic, read trade publications and websites about the market. This should help you to get a big picture about the market and its needs.
Understand your customer: The next step is to actually understand them. A good way is to live like one and talk to others in the same segment. You want to really understand them, i.e. you don’t ask “do you prefer product X over Y?”. You should ask what their goals in life are, whether they prefer freedom over security and what they would do if they don’t have to work. You want insights not just facts.
Connect your customers and your brand: To hit the sweet spot you have to connect your brand/product with the customer insight. A nice example is Harley-Davidson. The customers want freedom, they want to be different and non-boring. Harley-Davidson offers exactly this. They embody these values and that leads to astonishing loyalty among their buyers.
Hitting The Sweet Spot by Lisa Fortini-Campbell is pretty nice. It’s short, concise and full of examples. About the last 100 pages are examples of people using the methods described in this book. I can only recommend reading this book because you are deepening your understanding of successful marketing campaigns. Recommendation.