SMX Israel 2013 - Analytics Presentation - Segmentation & Goals
1.
2. About Analytics Ninja
Founded 2010
Web Analytics = <3
Twitter @analyticsninja
Online Marketing Philosophy –
Web Analytics is the keystone
of any successful online marketing
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.
• Don’t 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
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
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
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
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 you’re spending $$$ to bring people to your site, or on design and development, analytics must be a part of the mix.
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.
Don’t just compare Site Search vs. No Site Search compare apples to apples.
These reports under the ecommerce section are just for a single campaign. Don’t use them.