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Understanding Your Customers Through Google Analytics 1 @Moz @AlysonMurphy
2 Okay, so… Let’s look at our customers in Google Analytics #DEast14 @AlysonMurphy
THAT’S A LOT OF REPORTS! 3 #DEast14 @AlysonMurphy bit.ly/photo-source-wow
Alyson, I’ve got this. 4 #DEast14 @AlysonMurphy
5 The New vs Returning Report 50% New 50% Repeat #DEast14 @AlysonMurphy Lower Bounce Rate for Returning
That’s cool. But so what? 6 #DEast14 @AlysonMurphy bit.ly/photo-source-tiger
You can describe the basics with the basic reports, but let’s make it actionable! 7 #DEast14 @AlysonMurphy
8 #DEast14 @AlysonMurphy
Let’s back up a step 9 #DEast14 @AlysonMurphy
To understand your customers, You must first understand yourself. 10 #DEast14 @AlysonMurphy
Let’s map out your objectives 11 #DEast14 @AlysonMurphy
Why does your company exist? 12 #DEast14 @AlysonMurphy
13 At Moz, we create software to help companies get visibility on the internet. #DEast14 @AlysonMurphy
We want our customers to use our tools successfully… But how do they get there? 14 #DEast14 @AlysonMurphy
15 Primary Goals for our Customers #DEast14 @AlysonMurphy
16 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #D...
17 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #D...
1 18 #DEast14 @AlysonMurphy 2
19 #DEast14 @AlysonMurphy
1 2 3 20 #DEast14 @AlysonMurphy
21 #DEast14 @AlysonMurphy bit.ly/ RegEx-helper 1 2 3
22 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #D...
1 2 3 4 5 23 #DEast14 @AlysonMurphy
24 #DEast14 @AlysonMurphy bit.ly/ funnel-problems
Now let’s make this actionable. 25 #DEast14 @AlysonMurphy
Segment Segment Segment 26 #DEast14 @AlysonMurphy
Bad News Can’t Directly Segment the Funnel 27 #DEast14 @AlysonMurphy
Good News We can still get an actionable report 28 #DEast14 @AlysonMurphy
29 Segment on Marketing Campaign 1. Go to the Campaigns report. 2. Build segments. 3. Build report in Google Spreadshe...
30 Segment Design Got to Product Pg Got to Product Pg, Got to Checkout #DEast14 @AlysonMurphy Not further Got to Che...
31 Segment Design 1 2 3 4 5 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #D...
32 Segment Design 1 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @...
1 2 3 33 #DEast14 @AlysonMurphy
1 34 #DEast14 @AlysonMurphy
1 2 3 4 35 #DEast14 @AlysonMurphy
2 1 36 #DEast14 @AlysonMurphy
37 Segment Design Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @Aly...
Pro-tip Cheat! Copy and alter segments 38 #DEast14 @AlysonMurphy
1 39 #DEast14 @AlysonMurphy 2 3
1 2 Rename Get rid of this step 40 #DEast14 @AlysonMurphy
41 #DEast14 @AlysonMurphy
42 Segment Design Got all the way Got to Checkout Got to Product Pg 4 Got to Checkout, Not further #DEast14 @...
Repeat the Cheat! Copy and alter the segment 43 #DEast14 @AlysonMurphy
1 2 3 44 #DEast14 @AlysonMurphy
Whew! That was a lot of segments. 45 #DEast14 @AlysonMurphy
Now let’s look at the report 46 #DEast14 @AlysonMurphy
1 47 #DEast14 @AlysonMurphy bit.ly/ utm-codes
If you are going to look at it once, Pull those numbers into Excel. 48 #DEast14 @AlysonMurphy
If you want to report over time, That’s a big pain. 49 #DEast14 @AlysonMurphy
Good News There is a Google Spreadsheet add-on 50 #DEast14 @AlysonMurphy
51 Google Spreadsheet Add-on 1. Go to bit.ly/ga-addon 2. Install the Add-on 3. Grant permissions #DEast14 @AlysonMurp...
52 Google Spreadsheet Add-on 4. Go to drive.google.com 5. Create a new spreadsheet 1 2 #DEast14 @AlysonMurphy
53 Google Spreadsheet Add-on 6. Go to Add-on Menu 7. Create new report #DEast14 @AlysonMurphy 1 2
54 Google Spreadsheet Add-on 8. Name your report 9. Select account info #DEast14 @AlysonMurphy
55 Google Spreadsheet Add-on 10. Select metrics #DEast14 @AlysonMurphy
56 Google Spreadsheet Add-on 1 Add dates 2 Change XX #DEast14 @AlysonMurphy to Goal # (18)
57 Google Spreadsheet Add-on IS FOLLOWED BY #DEast14 @AlysonMurphy bit.ly/ga-segments-1 bit.ly/ga-segments-2
Rinse and repeat with your other segments 58 #DEast14 @AlysonMurphy
59 Example Report #DEast14 @AlysonMurphy
60 Example Report #DEast14 @AlysonMurphy Why so low? - Not trying to sell with email Why so different? - Need to im...
Rinse and repeat with other segments types 61 #DEast14 @AlysonMurphy bit.ly/photo-source-dog-pool
Rinse and repeat with other business objectives 62 #DEast14 @AlysonMurphy
GET TO KNOW YOUR CUSTOMERS 63 #DEast14 @AlysonMurphy
bit.ly/deast14-am 64 @AlysonMurphy
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Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

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There’s a lot to sift through in Google Analytics in the quest to understand your customer. Alyson Murphy will walk you through which reports and configurations can help you understand your potential customers’ intent when they reach your site and how they move through the purchase funnel. With this knowledge you should be able to know which areas of your site to focus on for optimization.

Veröffentlicht in: Marketing
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Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

  1. 1. Understanding Your Customers Through Google Analytics 1 @Moz @AlysonMurphy
  2. 2. 2 Okay, so… Let’s look at our customers in Google Analytics #DEast14 @AlysonMurphy
  3. 3. THAT’S A LOT OF REPORTS! 3 #DEast14 @AlysonMurphy bit.ly/photo-source-wow
  4. 4. Alyson, I’ve got this. 4 #DEast14 @AlysonMurphy
  5. 5. 5 The New vs Returning Report 50% New 50% Repeat #DEast14 @AlysonMurphy Lower Bounce Rate for Returning
  6. 6. That’s cool. But so what? 6 #DEast14 @AlysonMurphy bit.ly/photo-source-tiger
  7. 7. You can describe the basics with the basic reports, but let’s make it actionable! 7 #DEast14 @AlysonMurphy
  8. 8. 8 #DEast14 @AlysonMurphy
  9. 9. Let’s back up a step 9 #DEast14 @AlysonMurphy
  10. 10. To understand your customers, You must first understand yourself. 10 #DEast14 @AlysonMurphy
  11. 11. Let’s map out your objectives 11 #DEast14 @AlysonMurphy
  12. 12. Why does your company exist? 12 #DEast14 @AlysonMurphy
  13. 13. 13 At Moz, we create software to help companies get visibility on the internet. #DEast14 @AlysonMurphy
  14. 14. We want our customers to use our tools successfully… But how do they get there? 14 #DEast14 @AlysonMurphy
  15. 15. 15 Primary Goals for our Customers #DEast14 @AlysonMurphy
  16. 16. 16 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  17. 17. 17 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  18. 18. 1 18 #DEast14 @AlysonMurphy 2
  19. 19. 19 #DEast14 @AlysonMurphy
  20. 20. 1 2 3 20 #DEast14 @AlysonMurphy
  21. 21. 21 #DEast14 @AlysonMurphy bit.ly/ RegEx-helper 1 2 3
  22. 22. 22 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  23. 23. 1 2 3 4 5 23 #DEast14 @AlysonMurphy
  24. 24. 24 #DEast14 @AlysonMurphy bit.ly/ funnel-problems
  25. 25. Now let’s make this actionable. 25 #DEast14 @AlysonMurphy
  26. 26. Segment Segment Segment 26 #DEast14 @AlysonMurphy
  27. 27. Bad News Can’t Directly Segment the Funnel 27 #DEast14 @AlysonMurphy
  28. 28. Good News We can still get an actionable report 28 #DEast14 @AlysonMurphy
  29. 29. 29 Segment on Marketing Campaign 1. Go to the Campaigns report. 2. Build segments. 3. Build report in Google Spreadsheet. #DEast14 @AlysonMurphy
  30. 30. 30 Segment Design Got to Product Pg Got to Product Pg, Got to Checkout #DEast14 @AlysonMurphy Not further Got to Checkout, Not further Made it all the way
  31. 31. 31 Segment Design 1 2 3 4 5 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + + + + + Checkout Page + + + - Free Trial Sign Up + - -
  32. 32. 32 Segment Design 1 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up +
  33. 33. 1 2 3 33 #DEast14 @AlysonMurphy
  34. 34. 1 34 #DEast14 @AlysonMurphy
  35. 35. 1 2 3 4 35 #DEast14 @AlysonMurphy
  36. 36. 2 1 36 #DEast14 @AlysonMurphy
  37. 37. 37 Segment Design Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up 2
  38. 38. Pro-tip Cheat! Copy and alter segments 38 #DEast14 @AlysonMurphy
  39. 39. 1 39 #DEast14 @AlysonMurphy 2 3
  40. 40. 1 2 Rename Get rid of this step 40 #DEast14 @AlysonMurphy
  41. 41. 41 #DEast14 @AlysonMurphy
  42. 42. 42 Segment Design Got all the way Got to Checkout Got to Product Pg 4 Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up -
  43. 43. Repeat the Cheat! Copy and alter the segment 43 #DEast14 @AlysonMurphy
  44. 44. 1 2 3 44 #DEast14 @AlysonMurphy
  45. 45. Whew! That was a lot of segments. 45 #DEast14 @AlysonMurphy
  46. 46. Now let’s look at the report 46 #DEast14 @AlysonMurphy
  47. 47. 1 47 #DEast14 @AlysonMurphy bit.ly/ utm-codes
  48. 48. If you are going to look at it once, Pull those numbers into Excel. 48 #DEast14 @AlysonMurphy
  49. 49. If you want to report over time, That’s a big pain. 49 #DEast14 @AlysonMurphy
  50. 50. Good News There is a Google Spreadsheet add-on 50 #DEast14 @AlysonMurphy
  51. 51. 51 Google Spreadsheet Add-on 1. Go to bit.ly/ga-addon 2. Install the Add-on 3. Grant permissions #DEast14 @AlysonMurphy
  52. 52. 52 Google Spreadsheet Add-on 4. Go to drive.google.com 5. Create a new spreadsheet 1 2 #DEast14 @AlysonMurphy
  53. 53. 53 Google Spreadsheet Add-on 6. Go to Add-on Menu 7. Create new report #DEast14 @AlysonMurphy 1 2
  54. 54. 54 Google Spreadsheet Add-on 8. Name your report 9. Select account info #DEast14 @AlysonMurphy
  55. 55. 55 Google Spreadsheet Add-on 10. Select metrics #DEast14 @AlysonMurphy
  56. 56. 56 Google Spreadsheet Add-on 1 Add dates 2 Change XX #DEast14 @AlysonMurphy to Goal # (18)
  57. 57. 57 Google Spreadsheet Add-on IS FOLLOWED BY #DEast14 @AlysonMurphy bit.ly/ga-segments-1 bit.ly/ga-segments-2
  58. 58. Rinse and repeat with your other segments 58 #DEast14 @AlysonMurphy
  59. 59. 59 Example Report #DEast14 @AlysonMurphy
  60. 60. 60 Example Report #DEast14 @AlysonMurphy Why so low? - Not trying to sell with email Why so different? - Need to improve Landing Pages
  61. 61. Rinse and repeat with other segments types 61 #DEast14 @AlysonMurphy bit.ly/photo-source-dog-pool
  62. 62. Rinse and repeat with other business objectives 62 #DEast14 @AlysonMurphy
  63. 63. GET TO KNOW YOUR CUSTOMERS 63 #DEast14 @AlysonMurphy
  64. 64. bit.ly/deast14-am 64 @AlysonMurphy

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