Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia) - 2011-10-29

Owning a Great Blog: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia

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Google Confidential and Proprietary

Google’s Mission: It’s all about Information

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To organize the world’s information and make it universally accessible

and useful.

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Agenda

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Create Great Content

Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search

DoubleClick Ad Planner

Google Analytics

Google Analytics

Google Website Optimizer

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Create Great Content

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What is interesting to the world right now?

5 http://www.google.co.id/insights/search/

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Time series trends

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Insights for www.cookingandme.com

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Insights for Search

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Insights for Search

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Insights for Search

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DoubleClick Ad Planner

www.google.com/adplanner

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DoubleClick Ad Planner

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DoubleClick Ad Planner

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Design for your demographics

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www.backtobasics.com.sg

•  Font size increased from 12 to 13px •  Bounce rate decrease noticeably within 5 days

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Google Analytics

To organize your website visits’ information and make it universally accessible and useful within your entire organisation

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Google Confidential and Proprietary

google.co.id/analytics

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Google Confidential and Proprietary

Track Behaviour

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Entry Exit

Behaviour

Engagement

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Where are my visitors from?

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What language do they speak?

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Google Confidential and Proprietary

What are people searching for?

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Google Confidential and Proprietary

Understand your audience better through segmentation

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This blue line assumes everyone is the same

Don’t make decisions purely on this blue line

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The Power of Segmentation

Offline only

Online only

Offline + Online Organic

(Google) Organic (Bing)

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Google Confidential and Proprietary

Google Webmaster Tools

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Google Confidential and Proprietary

Know what your audience is

searching for

Know your audience

Know what your community is interested in

Recap

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Create Great Content

Google Analytics

DoubleClick Ad Planner Google Insights for Search Google Analytics

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Attract Visitors

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It’s not just about attracting visitors, it’s also about attracting the right type of visitors

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Goals Bring Context to Numbers

Google Confidential and Proprietary

STA

GE

GO

ALS

Measuring Goals along the Purchase Funnel

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Awareness Consideration Preference Action

Purchased my product/service

Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page

Watched our product video Visited “Product Features” page

Created membership account Subscribed to newsletter Clicked on “Join Facebook” button

Used my store locator Downloaded a coupon

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4 Goal Types in Google Analytics

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Event … visitor interacts with your social sharing widgets

Pages/Visit … visitor browses through 3 or more pages on your site

Time on Site … visitor spends more than 5 minutes on your site

URL Destination … visitor lands on your subscribe page

Goal Type Goal Triggered By …

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Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors

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We’re doing awesome in Brazil! Right?

INSIG

HT

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Goals Bring Context to Numbers

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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!

INSIG

HT

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360 Degree Tracking

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URL Campaign Variables

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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter

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Google Confidential and Proprietary

Email Signatures

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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature

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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure

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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos

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vs.

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Understand your social media reach

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Compare your traffic channels

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3/23/11 3/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/11 3/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Multi-Channel Funnels

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Google Confidential and Proprietary

Understanding research behaviour

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•  A significant number of sales occur due to a series of all-direct visits. Some visitors are making up to 7 or 8 direct visits prior to making a purchase.

•  A large number of direct visits signifies that the visitor has made up their mind to stay at Amari, but cannot decide on which package to purchase.

•  INSIG

HT

•  Offer more enticing deals, content, calls-to-action, etc, the more visits that they make to your site.

•  AC

TION

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57% of all conversions had multi-step conversion paths

What about the multi-visit customers? How do you get more of them to convert?

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3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

11% increase in bookings within a month

3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

Display Ad

Display Ad

Conversion

No Conversion

Turned non-converting paths…

Into converting paths via more display investment

Insight: Increase display coverage

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Set Goals Tag all inbound links

Recap

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Attract Visitors

Google Analytics Google Analytics

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Improve the user experience

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Traffic from Indonesia is rising rapidly

64 Source: Google Analytics Benchmarking Data

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But engagement is declining

65 Source: Google Analytics Benchmarking Data

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Bounce rates are steadily increasing

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So visitors are less-likely to stick around

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Identify landing pages with high bounce rates

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Test landing pages

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Media

Button

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Google Confidential and Proprietary

24 combinations tested….

Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now

Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video

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Google Confidential and Proprietary

Experiment results

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Google Confidential and Proprietary

$500m raised online

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Google Confidential and Proprietary

Where are people leaving my site?

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Monetize exit pages

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“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz

Publishing and FreePrintable

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How do visitors interact with my site?

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Should I create a mobile version of my site?

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•  Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. •  iOS users on the whole generate significant value for is this company. •  iPad users are the most valuable mobile segment by far.

INSIG

HT

•  Prioritise iOS development. •  Improve the user experience for iPad users. •  Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.

iPhone, iPod).

AC

TION

Google Confidential and Proprietary

Mobile Visitors by Market (by Per Visit Value)

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Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.

INSIG

HT

Mobile apps will need to take developing market conditions into account in its design considerations: •  Operate efficiently on low bandwidth connections •  Localised content

AC

TION

Google Confidential and Proprietary

Mobile Visitors by Service Provider

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•  A majority of mobile visitors are browsing via service providers in developing markets. •  Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.

INSIG

HT

•  Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.

AC

TION

Google Confidential and Proprietary

Can visitors view my website correctly?

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Google Confidential and Proprietary

Browser share in Indonesia (Q3 2011)

95 Source: Google Analytics Benchmarking Data

Google Confidential and Proprietary

Browser share trends in Indonesia

96 Source: Google Analytics Benchmarking Data

Google Confidential and Proprietary

Improve high bounce pages

with testing

Fix or monetize exit pages

Fix problematic flows through

your site

Recap

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Attract Visitors

Google Analytics

Google Analytics Google Analytics

Google Website Optimizer

Google AdSense

Google Confidential and Proprietary Google Confidential and Proprietary

Let’s recap …

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Google Confidential and Proprietary

You can use data to own a great blog

99

Create Great Content

Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search

DoubleClick Ad Planner

Google Analytics

Google Analytics

Google Website Optimizer

Google Confidential and Proprietary

Subscribe for the Latest News

100

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