Google analytics and website optimizer

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Google Analytics and Website Optimizer
Let your visitors lead you
By Simon Whatley
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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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Google Analytics
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Custom Dashboards


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Topics to Cover
1. Profiles
2. Filters
3. Goals
4. 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. No Filters: Profile with zero filters. Use this for
troubleshooting.
2. Only Direct: Include filter for the field
"Campaign Source" only equaling the pattern
"direct" visitors
3. Only Internal: Use an include filter which will
include only traffic from internal IP ranges on IP
address.
4. Only New Visitors: Include filter on the field
"Visitor Type" equal to "new"
5. Only Organic: Include filter where the filter field
is on "Campaign Medium" and the pattern is
"organic"
6. Only Paid Search: Include filter on "Campaign
Medium" equaling the pattern "ppc|cpc"
7. Only Referral: Include filter on "Campaign
Medium" equaling "referral"
8. Only Returning Visitors: Include filter on
"Visitor Type" equaling "returning"

9. Organic And Paid: Include filter combining the
above two filters for "Only Organic" and "Only
Paid Search" to include all search engine traffic
10. Overall: All traffic except filter out internal IP
ranges using the "Exclude all traffic from an IP
address filter."


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