Using Google Analytics Visitors Flow Reports to Boost Conversion Rates

San Francisco • September 10–13, 2013 • #SESSF @SESConf
Google Analytics Showdown
Using Visitor Flow Reports to Boost Conversion Rates
Josh Braaten
Collegis Education
Associate Director of Inbound Marketing

San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten

@twitterhandle
@JLBraaten
“We’ve found that visualization
is one of the most important
guideposts in this search for
knowledge, essential to
understanding where we should
look and what we should look for
in our statistical analysis.”
- Sinan Aral and
Nikolaos Hanselmann
New York Times R&D Lab

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@JLBraaten
This page drives
conversation on
Twitter but a low
volume on traffic,
which indicates
people are
sharing, but aren’t
reading the New
York Times article.

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@JLBraaten
A lot of traffic, but
not a lot of Twitter
conversation
indicates traffic to
the New York
Times articles
through links from
other online
sources instead of
social media.

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@JLBraaten
Traffic and Twitter
engagement move
in tandem with
each other on this
article. Traffic
peaks are largest
when three
influencers and
their followers
engage with New
York Times article.

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@JLBraaten
Google Analytics has a tool that
facilitates visual exploration called
the Visitors Flow report

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@JLBraaten
The Google Analytics Visitors Flow report
shows how visitors engage with your site

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@JLBraaten
Interaction nodes cluster groups of
pages based on intelligence algorithm

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@JLBraaten
The areas between interactions show
visitor flow and website departure

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@JLBraaten
The Visitors Flow report can tell a story
about pages and entire websites

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@JLBraaten
Let’s take a look at the
advanced features of the
Visitors Flow report

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Visitor Flow reports can be segmented
@JLBraaten

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@JLBraaten
Apply a segment based on landing pages or
channels to observe visitor engagement

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@JLBraaten
Apply a segment for visits that convert
to understand the effective paths
Create segment: rasmussen.co/goal-completions

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@JLBraaten
Apply a segment for visits that don’t
convert to look for experience gaps

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You can change the dimensions of
Visitor Flow reports
@JLBraaten

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@JLBraaten
See how visitors flow through your
website based on specific channels…

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@JLBraaten
…or by operating system…

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@JLBraaten
…or by browser…

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@JLBraaten
…or by location

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@JLBraaten
The Visitors Flow report is a
helpful starting point when
examining a website for CRO
testing opportunities

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@JLBraaten
Landing Page
Form Error
The Visitors Flow report can reveal
obvious issues at a glance

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Homepage
Info Page 1
Campaign performance is clearer

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@JLBraaten
Campaign 1 Homepage
Section Page
Sub-Section Page
Sub-Section Page
Sub-Section Page
All Others
Section Page
Info Page 1
Sub-Section Page
Sub-Section Page
Homepage
All Others
Section Page
Homepage
Sub-Section Page
Sub-Section Page
Info Page 1
All Others
Section Page
Info Page 2
Homepage
Info Page 1
Sub-Section Page
All Others
Visitors Flow can also be used to
visualize complex user behaviors

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@JLBraaten
Use Visitors Flow to go from big
data to big insights to big
conversion rate optimization
testing wins

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@JLBraaten
Homepage
Info Page 1
Let’s look at that homepage again

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@JLBraaten
Take a look at the most
detailed quantitative
Google Analytics reports
for KPI performance of the
page in question.

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@JLBraaten
Use Google Consumer
Surveys to ask potential
customers how they feel
about key issues/features.

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@JLBraaten
Usertesting.com is great for
understanding how people
perform tasks.
Test broad tasks to help
determine how to organize,
narrow to help position.

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@JLBraaten
Use Qualaroo to allow
users to rate a page and
tell you what’s missing.

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@JLBraaten
Bring together
quantitative and
qualitative data to form
hypotheses.
Design and build a test
with what you know.

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@JLBraaten
Control
Challenger
Winner
Control
Are you
accredited?
What programs
are online?
Are you in
Wisconsin?
“I look for
programs first,
then locations.”
“I don’t get all
the movement.”
Most degree-seekers
care about outcomes
“That person looks
‘X-Files green.’”

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@JLBraaten
Control
Challenger
Winner
Control Challenger
Build a challenger that embodies
design responses to questions
posed by your thorough analyses

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@JLBraaten
Control
Challenger
23% lift with 96% confidence

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@JLBraaten
You don’t have to be
a data scientist on
the New York Times
Research &
Development team to
score big data wins

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@JLBraaten
Instead, crack open your Visitors Flow
report in your Google Analytics account

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@JLBraaten
Josh Braaten - @JLBraaten
Associate Director of Inbound Marketing
Collegis Education
Thank you!

Using Google Analytics Visitors Flow Reports to Boost Conversion Rates

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Using Google Analytics Visitors Flow Reports to Boost Conversion Rates