This document discusses how to use data and analytics to improve a website. It recommends using split tests to quickly change parts of the site, analyzing mobile usage separately from desktop, and focusing Google Analytics reports on metrics that can be changed like cart abandonment rates. Tips include only looking at important metrics, letting data come to you, and finding and fixing issues. Services are described like ongoing analytics help or one-off site audits and projects. The overall message is to use analytics to test changes and continuously make a site better.

1. How Can I Make my Site Better?
Use data to find out what to fix

2. Background
• Started out in mail order: 1978
– Fascinated by trying to make experience “better”
• Started analysing how people use web sites: 1994
– Fascinated by trying to make experience “better”
• Now I combine the two
• (and I used to take pictures of bikes and skateboards)

3. Main Theme
Make the site “better”
… what does “better” mean

4. What has Wiggins got to with this?

5. Coming up
•Change things in minutes not months
•What about mobile?
•GA tips

6. Change things in minutes
…not months

7. Use split tests to change the site
• Easy
• Quick
• Cheap
• Very quick

9. What about Mobile?
http://bit.ly/ScreenPagesMobile

10. Mobile:
Standard reports

11. Mobile:
Use segments e.g. Visitor flow
Use segments

12. Mobile:
Custom dashboard
Split tablets
from phones
http://bit.ly/GaMobileDashboard

13. GA Tips: stop wasting time
• Only look at what matters
• If you can’t change it, don’t look
• Let the data come to you

14. Let the money come to you
Revenue
comparison by
day
Scoreboard
with % change
Broken down
by source

15. 1 Configure a report

16. 2. Schedule the email
Make that Sunday

17. GA Tips: look at stuff you can change

18. GA Tips: find and fix
Cart abandonment rate

19. GA Tips: cart to start micro-funnel
Example is for
Magento with
/onepage/
checkout

20. GA Tips: cart to start dashboard widget

21. GA Tips: 404s = stuff you can change
http://bit.ly/GA404alerts
Magento:
Use this filter first
Then set up matching goal

22. Final GA Tips Health Warnings:
• Admin logins
• ‘Raw’ unfilteredt profiles
• Spare profiles
• Track error messages

23. What do I do?
• Long term (typically years…) retainer-based
• Ongoing research and best practice advice
• Systematic Voice of Customer Survey Analysis and trending
• Ad hoc usability testing, troubleshooting and error tracking
• Regular Google Analytics analysis (checkouts, KPIs, errors)
• Medium term (3 to 6 days) one-off projects
• Full site audits and recommendations for improvement
• GA custom tracking and configuration
• Short term (1 to 2 days) one-off projects
• GA health check and advice
• GA specific project analysis
• GA custom reporting, support and training

24. I can help
• GA check-up
– Telephone discussion of business goals
– Look at site and existing GA data
• Deliver
– Document
• Summary of findings
• Recommendations for profile settings (internal search,
housekeeping filters & settings, brand search filters & segments)
• Recommendations for engagement, conversion and error goals
• Recommendations for checkout funnel reporting
– Conference call to discuss

25. Just ask…
Follow me on Twitter: @timlb
Linked In, Facebook etc:
http://profiles.google.com/tim.lboyce
Links:
Mobile dashboard: http://bit.ly/GaMobileDashboard
Mobile report: http://bit.ly/ScreenPagesMobile
404 Error article: http://bit.ly/GA404alerts