Optimisation with Google Analytics
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Aisling Purcell's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers how to optimise your landing pages using Google Analytics and best practices to increase conversions and improve usability.
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Optimisation with Google Analytics
- 1. Google Analytics User Conference 2013 #GAUC2013 Optimisation with Google Analytics Aisling Purcell
- 2. Google Analytics User Conference 2013 #GAUC2013 Why do we test?
- 3. Google Analytics User Conference 2013 #GAUC2013 Increase Conversions, Reduce Risk Manipulate & Improve Customer Journey Decision Making Based On Data
- 4. Google Analytics User Conference 2013 #GAUC2013 How can Google Analytics assist with Optimisation?
- 5. Google Analytics User Conference 2013 #GAUC2013 Bounces click submit Name Add Phone
- 6. Google Analytics User Conference 2013 #GAUC2013 submit Name Add Phone submit Name Add Phone submit Name Add Phone submit Name Add Phone Visitor Flow click click click
- 7. Google Analytics User Conference 2013 #GAUC2013 submit Name Add Phone submit Name Add Phone Event Tracking click click ? ? ?
- 8. #GAUC2013 Contact Us Flights to New Zealand Flight 1 Name: Email: Phone: Booking Form Flight 2 Flight 3 Event Event SUBMIT Event1 2 Event Event Tracking Google Analytics User Conference 2013 #GAUC2013
- 9. Google Analytics User Conference 2013 #GAUC2013 clickclick vs Google Analytics Content Experiments
- 10. Google Analytics User Conference 2013 #GAUC2013
- 11. Google Analytics User Conference 2013 #GAUC2013 Advanced
- 12. Google Analytics User Conference 2013 #GAUC2013 submit Name Add Phone submit Name Add Phone submit Name Add Phone submit Name Add Phone submit Name Add Phone submit Name Add Phone Content targeting click Target content based on visitor behaviour click clickclick click click Click on New Zealand holidays Traffic source, Queensland AdWords Ad
- 13. Google Analytics User Conference 2013 #GAUC2013
- 14. Google Analytics User Conference 2013 #GAUC2013 The impact of Multi-Screen
- 15. Google Analytics User Conference 2013 #GAUC2013 Number of Android phones activated daily 1.2 million Number of babies born per day 300,000 Source: Google Think Insights, Sep 2012
- 16. Google Analytics User Conference 2013 #GAUC2013 Consistency
- 17. Google Analytics User Conference 2013 #GAUC2013 90% Use multiple screens sequentially to accomplish a task over time 98% move between devices that same day Source: Google with Ipsos, multi-screen world, August 2012
- 18. Google Analytics User Conference 2013 #GAUC2013 When should I start optimising my mobile landing pages?
- 19. Google Analytics User Conference 2013 #GAUC2013 Advertising Cost Mobile Traffic Mobile Conversions
- 20. Google Analytics User Conference 2013 #GAUC2013 Intent & Purpose
- 21. Google Analytics User Conference 2013 #GAUC2013 Device Location Time Complexity Landing Page Design
- 22. Google Analytics User Conference 2013 #GAUC2013 Avg. time spent per interaction 17 Minutes Smartphone 30 Minutes Tablet 39 Minutes PC/Laptop
- 23. Google Analytics User Conference 2013 #GAUC2013 Multi-Screen Landing Page Tips
- 24. Google Analytics User Conference 2013 #GAUC2013 Standard Website (PC/Laptop) • What landing pages work / don’t work currently? • Are calls-to-action clear and compelling? Get a Quote Call 1300 000 000 Contact Us PDF
- 25. Google Analytics User Conference 2013 #GAUC2013 Desktop Landing Page Contact Us Flights to New Zealand Flight 1 Name: Email: Phone: Booking Form Flight 2 Flight 3 Desktop conversion Targeted content Strong headings SUBMIT 1 2 Instinctive placements
- 26. Google Analytics User Conference 2013 #GAUC2013 Tablet Users • Do your tablet users convert or browse? • What content can you adapt for tablet-specific landing page? 1300 000 000 Name: Email: Get Updates info@company.com
- 27. Google Analytics User Conference 2013 #GAUC2013 1300 000 000 Name: Email: Get Updates info@company.com Simple form Contact details Consider swipe/ scroll Tablet appropriate conversion
- 28. Google Analytics User Conference 2013 #GAUC2013 Mobile Traffic • Do you have a mobile-specific landing page or responsive website design? • What content is important for your mobile traffic? • What conversions are appropriate for your mobile users? 1300 000 000 More Details
- 29. Google Analytics User Conference 2013 #GAUC2013 Identify the value of mobile traffic:
- 30. Google Analytics User Conference 2013 #GAUC2013 What users want from mobile • 61% of users will quickly leave a poor mobile site • 79% will then search for your competitors • 67% are more likely to purchase if a site is mobile-friendly • 75% will revisit a site on their mobile remembering it was mobile friendly Source: Google Think Insights, Sep 2012
- 31. Google Analytics User Conference 2013 #GAUC2013 Flights to New Zealand Flight 1 Flight 2 Flight 3 Email Results 1300 999 000 Mobile Landing Page Mobile-friendly conversions Reduce image sizes Simplify content Clickable phone numbers
- 32. Google Analytics User Conference 2013 #GAUC2013 It doesn’t need to be complicated
- 33. #GAUC2013
- 34. #GAUC2013
- 35. Google Analytics User Conference 2013 #GAUC2013 +12.50% Improvement
- 36. Google Analytics User Conference 2013 #GAUC2013 For More Optimisation Examples: youtube.com/lovesdata