1. Show Me The Money!Driving Value from Your Web Analytics Dr Dave Chaffey, CEO Smart Insights June 16th 2010eTail 2010, London Download presentation from: SmartInsights.com

2. About Dave Chaffey Best practice Qualifications Books Portal & software: www.smartinsights.com/beta Search & Conversion consulting Strategy consulting 2

3. Show me the money! The 3 key value measures in GA: 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned. 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/ http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205 3

4. The most neglected features of (Google) Analytics 4

5. Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL |5 Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com

7. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites

8. Activate – Convert engagement into business value – generate leads and sales

9. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content|6 Steve Jackson (2009) Cult of Analytics

10. REAN dashboard KPIs for e-retailers |7

11. How do we compare? Benchmarks Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics |8

12. Coremetrics summary dashboard example 9

13. REACH! 10 Which referrers, campaigns are driving value?

14. Segmenting Traffic value Key referring segments: Search Paid vs Natural Branded vs non-branded Email marketing Affiliates Social media Don’t forget: New vs returning/customer non-customer First and last referrer. Use attribution scripts: 11 http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

16. Natural

17. Paid and natural brand and non-brand

18. By number of keywords – 2,3,4

20. Returning visitor

21. Registered visitor

24. Product page

25. Checkout complete

27. Screen resolution

29. US

30. FIGS

31. ROW| 12 See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/ + By behaviour – search and browse

32. Segmenting search visits 13

33. |14 Advanced segmentation for social media Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/ See also: www.davechaffey.com/online-reputation-management-tools

34. Some ideas for using custom reports 1. Time reporting. Use a dimension of week/month to compare performance over time more easily 2. Value reporting. Repeat the value of different contributors: Keywords Landing pages Product categories Countries 3. Role-based reporting.Setup different tabs for different types of people or marketing activity 15 http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

35. 2010 | Advanced SEO Course |16 Gap analysis to maximise search value Should show: Potential performance from keyphrase estimators Your actual performance (position, clicks, conversion, sales, value): Paid – absolute and relative Natural – absolute and relative Integrate sourceswith scripts or Excel VLOOKUP()function

36. Using GA Intelligence to Alert you to traffic problems? 17

37. Use your “Intelligence” 18 Tip: Use Custom Alerts in your system http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

38. New May 2010 Google Adwords Beta 19

39. ENGAGE! Which content, merchandising is driving value? 20

40. Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views Where do we start optimisation? What will give us the biggest uplift in…? Home page Landing pages Category pages Branding & utility pages Search Product pages Conversion goal pages Check out pages |21

41. Practical Tip Review % age of visits by different landing page types (for first time and repeat visitors) Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments. “Points of Resolution” Home page About Us Search page Category page Detailed product info Product page Sub-product page Pricing Security & Privacy Checkout / forms Tailored landing page | 22

42. Source: Craig Sullivan independent survey 2009 |23

43. Case study Euroffice 24 Encourage search dominant visitors SEO and brand intro OVP Encourage browse dominant visitors “Reasons to return” OVP Social proof

44. Source: Craig Sullivan independent survey 2009 |25

45. How effective is your scent? 26 Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?

46. Advanced: Dimensionatorfor second page viewed 27 http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html

47. Tracking on-site search | 28 Coremetrics UK Retail benchmarks Tip. find the search query parameter from the URL of a search results page

48. Segmenting pages/product by performance | 29 Page or product popularity (views) or page view variance (compared to average) Conversion rate Or conversion rate variance (add to basket) compared to average

49. |30

50. ACTIVATE! 31

51. New – 20 goals in GA so group them! |32

52. Segment your funnels! 33 Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

53. Engagement essential configuration:Event tracking and site search hack Source: Google announces final rollout of Event tracking June 2009: http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html |34 http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

54. NURTURE 35

55. Campaign tracking Adwords will be tracked automatically provided you have specified within Adwords All other referring campaign traffic sources need parameters adding where practical Example: http://econsultancy.com/reports/search-engine-optimization-seo-best-practice-guide? utm_medium=affiliate&utm_source=generic

56. Tip: Use a URL builder or spreadsheet Another example: http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909 &utm_campaign=CCXAQ081009A &utm_source=Monthly_xArts_Email &utm_medium=Internal_Email &utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro] Activity: Try the Google URL builder http://www.google.com/support/analytics/bin/answer.py?answer=55578

57. Which merchandising is driving value: Event tracking or an internal search hack Source: Google announces final rollout of Event tracking June 2009: http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html |38 http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics/

59. Now _setCustomVar

60. With up to 20 variables by content types

61. Possible applications:

62. Different subscribers - bronze, silver, gold

63. Customers vs non-customers

64. Care with Personally Identifiable Information!Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html 39

65. Use Feedback tools for…“Why” not “What” 40 http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

66. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” . |41

67. Voice of the customer 42

68. Gaining site and business innovation ideas through Uservoice 43

69. It’s a long journey… Good luck! Source: 44 44

70. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com