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Before you start What to check in your presentation before sending it off to the client

The User JourneyTools to understand and improve..

| 134Peder Rudbeck112.15 14.00 Google analytics

14.00 - 14.10 Break

14.10 15.20 SEO

15.20 15.30 Break

15.30 16.30 Test of website

TOOLS TO UNDERSTAND AND IMPROVEAgenda2| 134Peder Rudbeck2Cand. IT - Digital Design og Kommunikation

5 rs konsulenterfaring fra UX branchen

IIHNordic Online markedsfring og konverterings optimering

Interfazes Usability og User Reserach

Snitkergroup Usability, User Research og Netvrksgrupper3TOOLS TO UNDERSTAND AND IMPROVEPeder Rudbeck

| 134Peder Rudbeck3Hvad er jeres erfaringer med:

Google Analytics? ( Kender det ikke, har brugt det, er ret god til det)

SEO? (Har hrt om det, kender SEO elementer, er ret god til det)

Webside testing? (Har hrt om det, har foretaget f tests, er god til det)

TOOLS TO UNDERSTAND AND IMPROVEAgenda4| 134Peder Rudbeck4

The User JourneyHow to use GA to get an understanding| 134Peder Rudbeck5What can we do with Google AnalyticsHow does Google Analytics workA few thoughts on how use the numbersA short look at the InterfaceSetting up Goals (Shown in the interface)Going through how goals work with other metricsLooking at Advanced segmentsBreakAn idea of metrics to be used in understanding the user journey Setting up a remarketing campaignMake a short report a task for you..GOOGLE ANALYTICSAgenda6| 134Peder Rudbeck6

What can we use Google analytics for?| 134Peder Rudbeck7GOOGLE ANALYTICSWhat can we use Google analytics for?

8

Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

| 134Peder RudbeckLooking at traffic sources and their value8GOOGLE ANALYTICSWhat can we use Google analytics for?

9

Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

| 134Peder RudbeckLooking at technology sources and their value9GOOGLE ANALYTICSWhat can we use Google analytics for?

10

Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

+

| 134Peder RudbeckLooking at technology and traffic sources and their value in a cross10GOOGLE ANALYTICSWhat can we use Google analytics for?

11

Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

| 134Peder RudbeckSetting up a remarketing list based on the users behavior on site, and preferences on Google+11GOOGLE ANALYTICSWhat cant we use Google analytics for?

12

| 134Peder RudbeckThere are many possibilities, and its almost easier to say what we cant use Google Analytics for..12

How does it work?| 134Peder Rudbeck13

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-219820-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

GOOGLE ANALYTICSHow does it work14| 134Peder Rudbeck14GOOGLE ANALYTICSHow does it work15

| 134Peder Rudbeck15GOOGLE ANALYTICSMore Units/Browsers pr. User16

Its possible to get an idea of the ratio of you business at:

http://www.fdim.dk/statistik/internet/toplisten| 134Peder RudbeckGoogle Analytics also has tools for this16

A few thoughts on how use the numbers| 134Peder Rudbeck17THE USER JOURNEYSUBHEADER18

Bounce rate High or low good or bad?| 134Peder Rudbeck18Bounce rate - high or low - good or bad?Time on page - high or low - good or bad?New / returning visitor - differences in the way the users behave?Completed goals on the page - few or many?

Conditions above should be considered in compare to where the user are in the journey, and what we would like the user to do on the site!THE USER JOURNEYMetrics that describe user behaviour19| 134Peder Rudbeck19"Its not about what, but about why?"

Analytics gives you answers to what happens, not why users do what they do!

Therefore, be sure to compare Google Analytics data with a visual review of your website, and with other knowledge about user behavior(tests and interviews) that can help you understand why users do what they do!THE USER JOURNEYWeb Analytics provide What20| 134Peder Rudbeck20Be sure to compare same month in year to same month the following year

Be sure to know what is going on in your business, so that you know why the numbers might deviate from expected

There also a technical side to consider, be sure your analytics is set up right, in order to measure right!THE USER JOURNEYThings to consider21| 134Peder Rudbeck21

The Interface| 134Peder Rudbeck22GOOGLE ANALYTICSAn example23

| 134Peder RudbeckA short explanation on where to find what

Examples: Which traffic source gave the most valuable traffic last month on kea.dk

Which technology was used for most conversions last month on kea.dk

23Goto Google.com/analytics

Log in with xxx@gmail.com

Password: xxxGOOGLE ANALYTICSThe interface24

| 134Peder RudbeckA short explanation on where to find what

Examples: Which traffic source gave the most valuable traffic last month on Dropdead.dk = Google cpc(cost per click) adwords

Which technology was used for most conversions last month on Dropdead.dk = Crome browser on a windows machine..

24Which traffic source gave the most valuable traffic last month on Dropdead.dk?

Which technology was used for most conversions last month on Dropdead.dk?

GOOGLE ANALYTICSA Little task25| 134Peder Rudbeck25

Setting up Goals| 134Peder Rudbeck26Goals (Goals ensure focus, understanding and prioritization)

Communication(Sharing of data, knowledge and results ensures action)

Historical data (Status and baseline lets us understand if our business are improving or not)

GOOGLE ANALYTICSThe Challenge in your organization27

| 134Peder RudbeckGoogle Analytics also has tools for this27Soft:Users has seen a product siteTime spent on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goals

Let us set up a goal in the interface..

THE USER JOURNEYSetting up the goals28| 134Peder Rudbeck28

Creating advanced segments| 134Peder Rudbeck29App Dedicated mobile siteResponsive site

What are the differences in the research we need to make in order to create solutions for these three scenarios?THE USER JOURNEYData for development of a mobile solution30

| 134Peder Rudbeck30Its possible to create segments on almost every metric

This can be useful for understanding specifics about the different segments, and to focus your analysis

How about Danish iOS users?

Let us set up this segment in the interface..

THE USER JOURNEYThe customer journey towards your product31| 134Peder Rudbeck31

Ideas for understanding the user journey| 134Peder Rudbeck32Attraction

Engagement

ConversionRetainmentAdvocacyTHE USER JOURNEYThe customer journey towards a conversion33

| 134Peder Rudbeck33xx

THE USER JOURNEYWhat measures can describe attraction34

| 134Peder RudbeckVisits(by source)Unique visitorsCost per Click(by source)34xx

THE USER JOURNEYWhat measures can describe engagement?

35

| 134Peder RudbeckVideo ViewsProducts viewsPageviews/time on site/ bounce rate

35THE USER JOURNEYWhat measures can describe a Conversion?36

| 134Peder RudbeckPurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signups

36THE USER JOURNEYWhat measures can describe Retainment (The customer coming back for more)37

| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks

37THE USER JOURNEYWhat measures can describe Advocacy38

| 134Peder RudbeckWrites a review with link to site..(check trust pilot)Social media share( Google+ Allows to se what has been written Facebook doesnt)Big blog mentions, and traffic from theese3839Segment By:Traffic sourceAudience attributesGeographyCampaignsOtherAttractAdvocateRetainChurnReactivateEngageAbandonConvert

THE USER JOURNEYHow the metrics tell about the user journeyVisits(by source)Unique visitorsCost per Click(by source)Video ViewsProducts viewsPageviews/time on site/ bounce ratePurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signupsNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicksWrites a reviewSocial media shareOffsite social mentions

| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks

3940Segment By:Traffic sourceAudience attributesGeographyCampaignsOtherAttractAdvocateRetainChurnReactivateEngageAbandonConvert

THE USER JOURNEYHow the metrics tell about the user journeyVisits(by source)Unique visitorsCost per Click(by source)Video ViewsProducts viewsPageviews/time on site/ bounce ratePurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signupsNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicksWrites a reviewSocial media shareOffsite social mentions

| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clic