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Google Analytics and Website Optimizer
Let your visitors lead you By Simon Whatley http://www.google.com/analytics http://www.google.com/websiteoptimizer

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Plan – Measure – Improve
“Tactics without strategy are the noise before defeat”
Sun Tzu, The Art of War.

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Siêu thị điện máy Việt Long www.vietlongplaza.com.vn

Google Analytics
http://www.google.com/analytics

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Custom Dashboards

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Topics to Cover 1. 2. 3. 4. Profiles Filters Goals Funnels

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Profiles and Filters • • • • • • The real strength of GA Segment data Deep analysis Filter data depending on needs Give access to data depending on needs Starts collecting data once filter is applied

Best practice: • Profile with all data • Profile with segmented data
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Profiles • • • • • • • Website URL Profile Name Time Zone Default Page Exclude Parameters E-commerce Website Search

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Website Profiles
1. 2. No Filters: Profile with zero filters. Use this for troubleshooting. Only Direct: Include filter for the field "Campaign Source" only equaling the pattern "direct" visitors Only Internal: Use an include filter which will include only traffic from internal IP ranges on IP address. Only New Visitors: Include filter on the field "Visitor Type" equal to "new" Only Organic: Include filter where the filter field is on "Campaign Medium" and the pattern is "organic" Only Paid Search: Include filter on "Campaign Medium" equaling the pattern "ppc|cpc" Only Referral: Include filter on "Campaign Medium" equaling "referral" Only Returning Visitors: Include filter on "Visitor Type" equaling "returning" Organic And Paid: Include filter combining the above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic Overall: All traffic except filter out internal IP ranges using the "Exclude all traffic from an IP address filter."

3.
4. 5. 6. 7. 8. 9. 10.

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Filters • • • • • Applied to a Profile Data Destructive – change data forever! Segmentation Business rules 2 types
– Predefined
– Custom

• Filters data before submitting to GA database

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Filters • Multiple Filters allowed
– But, data output for filter 1 is data input for filter 2

• Be careful! Filters are data destructive! • Avoid wrong conclusions!
– Create multiple Profiles to prevent filter 1 impacting filter 2

• Allows for customer segmentation
– Visitor to member to customer

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Pre-Defined Filters Google Analytics provides you with three predefined filter types: • • • Exclude all traffic from a domain Exclude all traffic from an IP address Include only traffic to a subdirectory

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Custom Filters In addition, Google Analytics provides you with a number of custom options: • • • • • • Exclude Pattern Include Pattern Search & Replace Lookup Table Advanced Uppercase / Lowercase

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Goals • Conversions?
– Purchases – Registration – Send to a friend – Review or comment – Add to wish list

• Maximum of 4 per profile

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Funnels • Extension of Goals • Predefined steps
– E.g. Purchase path from basket to confirmation

• Track conversion process
– See entry and exit points throughout process

• Required steps?

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Funnel Visualisation
Find out which pages result in lost conversions and where your would-be customers go.

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E-commerce Tracking
<script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-#######"); pageTracker._trackPageview(); pageTracker._addTrans( "1234", // Order ID "Blah", // Affiliation "100.00", // Total "15.00", // Tax "5", // Shipping "Southwark", // City "London", // State "UK" // Country ); pageTracker._addItem( "1234", // Order ID "DD44", // SKU "Logo" // Product Name "Design", // Category "100.00", // Price "1" // Quantity ); pageTracker._trackTrans(); </script> © Copyright tmg ltd. All rights reserved.

Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.

Internal Site Search
Find out how your visitors search your site, what they look for, and where they end up.

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Google Website Optimizer
http://www.google.com/websiteoptimizer

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What to Test • • • • • • • • • Calls to action Point of action assurances Typography and colour Product headlines, copy, images, descriptions… Category pages About us, contact us, delivery, terms and conditions Forms Shopping carts Offer incentives; etc

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Page Priority Graph

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Caveat

“Website Optimizer tests can be used to test what people do, but not why they do it. You need to infer from the variations and the analytics and a good piece of market understanding (‘know thy customer’).”

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Designing the Test Before running the test, you must decide on these factors: • • • • A control A hypothesis A time frame A method of evaluating the results

During the tests, you cannot change your test, whatsoever!
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Example – Add to Cart Buttons Variables • Shape, Size, Colour Variations • Shape: Round, Square • Size: Small, Medium and Large • Colour: Red, Blue and Yellow Hypotheses • Red buttons convert better than blue or yellow • Large buttons convert better than small or medium • Round buttons convert better than square
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Website Optimizer Tests • • • • • • • Google’s A/B test Google’s Multivariate test Split-path test Multipath Multivariate test Do Anything test Linger test Click test

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Design an A/B Test • Identify the metric. What are you going to compare and contrast? • Describe the metric. How will you compare and contrast the differences? • Optimise the system based on comparison of two or more tested solutions.

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The Test Calculator The number of combinations will affect how long you need to run a test to return meaningful results. Factors: • Test combinations • Page views • % Visitors • Conversion rate • Expected Improvement

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Example 1 (Not Recommended) 1,000 test combinations 10,000 page views per day 100% visitors in experiment 2.4% current conversion rate 20% expected improvement (from 2.4% to 2.9%) Duration of test: 3,515.9 days!

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Example 2 (Recommended) 20 test combinations 10,000 page views per day 100% visitors in experiment 2.4% current conversion rate 20% expected improvement (from 2.4% to 2.9%. Focusing on key elements in the combinations should increase expectations above this figure) Duration of test: 37.8 days

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The Test Setup For a simple A/B Test, the following scripts are placed on the relevant pages. • Original Page
– Control Script – Tracking Script

• Variation Pages
– Tracking Script

• Conversion Page
– Conversion Script
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Test Results - Combinations

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Test Results – Page Sections

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What the Statistics Mean • • • • Chance to beat original Chance to beat all Observed improvement Conversions and visits

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Case Studies To discuss how we have optimised client sites and the results please get in touch: Wyndham Lewis tmg Pentagon House 52 – 54 Southwark Street London SE1 1UN +44 (0) 20 7378 2263 wyndham.lewis@tmg.co.uk
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Citations
Information and images contained within this presentation were compiled from the following sources: Google Analytics Blog http://analytics.blogspot.com Google Website Optimizer Blog http://websiteoptimizer.blogspot.com

Google AdWords Blog http://adwords.blogspot.com
Future Now Inc. http://www.futurenowinc.com

Always Be Testing: The Complete Guide to Google Website Optimizer. Bryan Eisenberg & John Quarto-von Tividar ISBN 978-0-470-29063-7

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Trademarks Google is a trademark of Google, Inc. All other trademarks are the property of their respective owners. tmg ltd is not associated with any product or vendor mentioned in this presentation.

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End.

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