Dan Antonson, Lead Analyst for SMC Pros, presents on how crucial tagging websites is for tracking goals, on page events, and understanding how customers interact with site content.
10. Tagging
Tagging is all about generating additional data within
your analytics to allow you to segment deeper, know
more about your visitors and what theyâre doing on
your website.
Getting you to 1% withâŚ
+Auditing your Site
+Event-Level Data
+Custom Variables
+Smart Goal Tracking
12. Audit
Auditing your website involves taking the time to
identify areas of analytics that are inaccurate or
missing. Know how to build yourself a foundation.
Steps for Auditing your site
+Identify key goals
+Identify micro-conversions
+Find the holes!
15. Events
Think of this as âactionsâ that happen on-page.
Newsletters, mailto: links, outbound links, social
interactions, navigation tabs, pop-ups, forms, just
about anythingâŚ
Getting you to 1% withâŚ
+Tag any on-page interaction
+Category, Action, Label
19. Custom Variables
Think of this as a âcookieâ for a visitor. Custom Variables
allows you to identify visitors who have performed an
action on the visit, session, and visitor level.
Custom Variable Basics
+How theyâre used
+Why itâs useful
+CVâs in Reports
23. Goals
Goals are everything. The most important thing â donât
forget micro-conversions! Anything you want people to
do (follow you on Twitter, click on Facebook, download
a PDF) is a potential goal.
Getting you to 1% withâŚ
+Goals done right
+Multi-channel Funnels
+Ecommerce Analytics
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27. Welcome to the 1%.
Now itâs your turn.
Tag, youâre it.
@DanAntonson
Lead Analyst @SMCpros
Hinweis der Redaktion
Thanks for the opportunity Happy to be here Today Iâm presenting âTag, youâre itâ Iâm super excited about this⌠itâs a brand new presentation⌠and I think itâs pretty killer. Letâs do it.
One click⌠Any one know this number? Itâs the number of websites out there with GA
http://econsultancy.com/us/blog/10925-80-of-online-retailers-are-using-google-analytics-incorrectly 73% are inflating traffic 67% werenât tracking social media 33% of the site werenât tracking âsearch phrasesâ in their search bars 73% arenât tracking mirco conversions
Anyone know this number? Psychologists have a name for it: illusive superiority -- the cognitive bias that causes people to overestimate their positive qualities and underestimate their negative ones. 93% of people think theyâre better than the average driverâŚ. No possible. Â
My goal is to make you the 1%... Not like thatâŚ. I want to get you to the 1% (or 20% according to econsultancy) âŚ
Since my time in analytics, Iâve come to appreciate simplicity, I find that analytics is justâŚ. Story Telling with Data.
Hereâs a metaphor⌠Your site is like a maze⌠Newsletter Social Media Tagging Video Plays Downloads Conversions The more you see, the more you KNOW about your visitor, youâre not going to eliminate all the black spots, n
Letâs do some freaking taggingâŚ.
Tagging all about more DATA. It allows you to segment and learn more about the actions that are happeningâŚ. So what do you need to do to tag your site?
First you have to find the BLACK SPOTS
LIST EVENTS Social Actions Newsletters Sign-ups YouTube Plays Outbound links Any click you can make on a website can be tracked⌠âASK YOURSELF WHAT CLICKS ARENâT YOU TRACK?â
Garbage in, garbage out⌠with tags â Nothing in, nothing out. Less data in analytics is never going to help you.
So how do you tag or get deeper click level data? You use events! (or Batman⌠co-worker bet me I wouldnât do it⌠I just made $20)
Pieces of code⌠8 clicksâŚ. Hereâs a client exampleâŚ.
What does it look like in the reports? 335 events on SMCpros.com⌠now I can answer questions like âSocial Outbounds, blog comments, or how many people use the logo on top to go home.â Something Cool? Rick Roll > Me.
Awww Custom Variables, the Robin of Tagging.
22% I can identify if people who use BAB are more likely to come back, I can tell if people interacting with the BAB are more likely to request a sample. What is that conversion rate? Custom Variables are SWEET! But⌠Goals are even cooler.
Promise this is the last batman reference, letâs talk about goals.
Goals are one thingâŚ. Really really smart goals is another⌠remember, micro-conversions (requesting a sample) is a GOAL. If people do that they are more likely to buy a bed. Let me show you an exampleâŚ..
TruScribe, whiteboard videos. They have a whitepaper download form⌠using ecommerce code snippet, we can actually track the whitepapers as a product? Why?
Because it gives us information like this⌠that we can use to make better decisionsâŚ. With goals we get multi-channel funnels, and donât forget! Your events can be turned into goals! So now, you can see how long it takes people to interact with somethingâŚ. This is just on a PDF download, and you can do the same type of thing for a âmailto: linkâ or a newsletter sign-up.
Remember the metaphorâŚ. eliminate the black spots with tags and youâll know more, If you auditing your site will show you the black spots, and you can remove those with event tracking, custom variables⌠and truly know what is âclickingâ with your site visitors.
Hopefully, what Iâve shared with you today, will put you in that 1%. The 1% that sees the full picture and gets the most out of web analytics