getting actions from analytics
TRANSCRIPT
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Getting Actions from Analytics
SAScon20th May 2011
Paddy Moogan, SEO Consultant
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You can download slides and notes at
the end
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What key metrics should you be
tracking?
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Metrics that are actionable
Why measure stuff you can’t do anything
about?
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Metrics that help you get
shit done
Fighting internal battles with solid data is vital
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Everything else...
Meh!
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Metrics that are actionable
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Ecommerce Websites
Report the Customer Voice
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% Visitors who view product pages
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% Visitors who view product pagesAction:
• Improve internal navigation• Improve internal site search• Add featured products widgets
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Average Order Value
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Average Order Value
Action:
• Add upsells along the way• Look what keywords get higher
AOV• Look what traffic sources get
higher AOV
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% People who search then exit
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% People who search then exitAction:
• Test it – does it work? What do you see
• Make sure results are clear• Enhance results with images• Include discounts / deals in
resultsMore info: http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264
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Non-Ecommerce Sites
More info: http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162
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Page Load Speed
More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html
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Page Load Speed
More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/
Action:
• Bug your developers!• At worst, you’ll make visitors
happier
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Measure SEO Variables
Custom Variables FTW
• Record rel=canonical• Is a page linked to sitewide?
Effect?• “Tag” types of pages, see how
they perform
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Measure SEO Variables
Action
• Use them to measure SEO changes and what effect it has on traffic
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Measure People Copying TextAnything Javascript can fire an
event
• Measure highlighting text
Action
• Make them internal links
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Beat Panda – Measure Content
More info: http://www.youtube.com/watch?v=UmQTfqmoSyk
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Task Completion
http://www.4qsurvey.com/
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Share of Search Landscape
SEOmoz appear for 37% of Keywords
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Form Field Tracking
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Form Field Tracking
Action:
• Find which fields confuse people• Improve or remove them• Track as events in Google
Analytics
http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en
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Branded v Non-Branded Traffic
Awesome for justifying SEO spend
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Conversion Rate
Don’t just look at this
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Conversion Rate
Action:
• Segment by relevant dimensions• Which dimensions convert best?• Invest in these dimensions
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Help You Get Shit Done
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Fighting Internal Battles
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Client site migration led to
losing lots of content
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Client didn’t understand value
of the content
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August September October November December January February March April
395
1321
2663
5017
4402
5158
5577
7669
8064Guess when the content
was taken down?
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Billions of pages crawlable by
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Developers didn’t like SEO tasks
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Showed them this
Plus Revenue
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Summary
• Focus on the actionable metrics• Focus on metrics that help you get shit
done
Action
• Focus on what influences those metrics