SMX Israel 2013 - Analytics Presentation - Segmentation & Goals
Download as PPTX, PDF
1 like2,417 views
The document discusses setting up goals and funnels in web analytics to measure key user behaviors and business objectives. It recommends segmenting goals and funnels by factors like browser, screen resolution, and traffic source to better understand user behavior. Multi-channel funnels are presented as a way to more accurately track how users interact across channels. The overall message is the importance of defining proper goals and segmentation and using funnels to evaluate the user journey.
SMX Israel 2013 - Analytics Presentation - Segmentation & Goals
- 2. About Analytics Ninja Founded 2010 Web Analytics = <3 Twitter @analyticsninja Online Marketing Philosophy Web Analytics is the keystone of any successful online marketing
- 3. About Analytics Ninja Loves working with fun businesses
- 4. Goals Goals are things you want someone to do on your website. Usually a sale, lead generation form submission, newsletter signup, or the like. Helps answer question posed during planning stage, how do I measure impact on my business? @analyticsninja
- 5. Goals The simplest type of goal is a pageview. This means that a visitor viewed a particular page, most commonly the thank you page of some sort of lead generation form or online checkout. This is known as a macro-conversion @analyticsninja
- 6. How to set up a funnel 1st, Learn some Basic RegEx (really) Choose URL Destination Goal URL is the url that each step in the funnel is leading up to. Dont include the Goal URL in your funnel steps Include a goal value in most cases. @analyticsninja
- 7. Funnel Visualization Report Exit is from furthest place reached in the funnel @analyticsninja
- 8. Better than Funnel Visualization Report @analyticsninja
- 9. Also Better Than GA Funnel Visualization @analyticsninja
- 10. Micro Conversions / Other Goals Steps along the conversion path such as view of category page, product page, add to cart. Engagement Metrics such as Page Depth or Time on Site Touch points such as newsletter signups, free site registrations, live chats, whitepaper downloads, contact us page. @analyticsninja
- 11. How to set up Page Depth & Time on Site Goals @analyticsninja
- 12. How to choose Page Depth & Time on Site Goals
- 13. Goal & Funnel Segmentation @analyticsninja
- 14. Goal & Funnel Segmentation - BROWSER @analyticsninja
- 15. Goal & Funnel Segmentation Screen Resolution @analyticsninja
- 16. Goals & Funnels Category Pages Product Pages Page Depth greater than X Time on Site greater than X Each checkout step (for ecommerce) Other touch points (contact us forms, newsletter signups, live chat, downloads). @analyticsninja
- 17. Segments: Segment by each of bullet points on previous slide Browser (identify browser compatibility issues) Screen Resolution (not all of your prospects have that beautiful 27 screen you have). @analyticsninja
- 18. Additional Must Have Segments Bounced visits Social Media Site Search No Site Search & 4+ pages Branded Keywords Non Branded Keywords Mobile devices Non-Mobile New Visitors Returning Visitors / High Count of visit Example: Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors @analyticsninja
- 19. Challenge - Pan Session Analysis @analyticsninja
- 20. Challenge - Pan Session Analysis @analyticsninja
- 21. Pan Session Analysis @analyticsninja
- 22. Pan Session Analysis @analyticsninja
- 23. Use Multi Channel Funnels @analyticsninja
- 24. Use Multi Channel Funnels @analyticsninja
- 25. Put them together @analyticsninja
- 26. One of my favorite Conversion Segments @analyticsninja
- 27. One of my favorite Conversion Segments @analyticsninja
- 28. A Note about Direct Traffic Direct Traffic in Multi Channel Funnels is treated differently than in standard reports. In standard reports, the last campaign touch will remain the source of traffic for 6 months (by default) In Multi Channel Funnels, any direct visit will be counted as direct. http://online-behavior.com/analytics/multi-channel-funnels @analyticsninja
- 29. Summary Set up goals to report on business objectives and key user behaviors on your site. Segment, Segment, Segment!! Use Multi-Channel Funnels for a more accurate view of user behavior on your site. Be a ninja
- 30. Contact Info Yehoshua Coren ninja@analytics-ninja.com Twitter: @analyticsninja www.analytics-ninja.com @ analyticsninja
Editor's Notes
- #3: I like to use the keystone metaphor when it comes to analytics. It holds it all together.If you have a website, the ability to measure it, analyze the data, and DO SOMETHING ABOUT IT is mission critical.If youre spending $$$ to bring people to your site, or on design and development, analytics must be a part of the mix.
- #4: Having worked with businesses in a lot of different industry verticals, I can confidently say that analytics is important to everyone and needs to be tailored to each business.
- #19: Dont just compare Site Search vs. No Site Search compare apples to apples.
- #23: These reports under the ecommerce section are just for a single campaign. Dont use them.