Siegert Dierickx - These Days - Google Analytics click data with Survey Data give you Gold - GABC12

THE BRANDINTERACTION

COMPANY

Beyond the Click:

The Voice of the Customer

Google Analytics Business Conference

3 May 2012

Siegert Dierickxsiegert.dierickx@thesedays.com

@siegertd

04/09/2023 © THESE DAYS – The Brand Interaction Company

A CONTINUOUS PROCESS OF OPTIMIZATION

Reporting Analysis Optimization

Business Objectives & KPIs

Tools & Analytics Methods

Data Sources

04/09/2023 © THESE DAYS – The Brand Interaction Company

CONVERSION RATIO

%

04/09/2023 © THESE DAYS – The Brand Interaction Company

04/09/2023 © THESE DAYS – The Brand Interaction Company

SOME GOOGLE ANALYTICS STATS

100.000 VISITS

60.000 VISITS

18.000 VISITS

12.000 VISITS

6.200 VISITS

1.800 CONVERSIONS

STEP DROP-OFF

66,66%

51,66%

04/09/2023 © THESE DAYS – The Brand Interaction Company

SOME GOOGLE ANALYTICS STATS

100.000 VISITS

1.800 CONVERSIONS

100€ CONVERSION VALUE

1.8% CONVERSION RATIO

04/09/2023 © THESE DAYS – The Brand Interaction Company

Google Analytics tells us

happenedWHAT

04/09/2023 © THESE DAYS – The Brand Interaction Company

Not

it happenedWHY

04/09/2023 © THESE DAYS – The Brand Interaction Company

Who visits the site and where do they

come from?

CUSTOMER JOURNEY FRAMEWORK

04/09/2023 © THESE DAYS – The Brand Interaction Company

Who visits the site and where do they

come from?

Why do they visit the site?

?

?

?

?

CUSTOMER JOURNEY FRAMEWORK

04/09/2023 © THESE DAYS – The Brand Interaction Company

04/09/2023 © THESE DAYS – The Brand Interaction Company

Who visits the site and where do they

come from?

Why do they visit the site?

?

?

?

?

CUSTOMER JOURNEY FRAMEWORK

04/09/2023 © THESE DAYS – The Brand Interaction Company

Who visits the site and where do they

come from?

Why do they visit the site?

?

?

?

?

EXIT

?

?

What do they do when they get there?

CUSTOMER JOURNEY FRAMEWORK

04/09/2023 © THESE DAYS – The Brand Interaction Company

Who visits the site and where do they

come from?

Why do they visit the site?

?

?

?

?

EXIT

?

?

What do they do when they get there?

Why do they leave the site?

?

?

?

?

CUSTOMER JOURNEY FRAMEWORK

04/09/2023 © THESE DAYS – The Brand Interaction Company

YES NO

Did you reach your goal?

04/09/2023 © THESE DAYS – The Brand Interaction Company

+ WHYWHATBehavioral(Clickstream)

Attitudinal(Voice of Customer)

04/09/2023 © THESE DAYS – The Brand Interaction Company

BACK TO OUR FUNNEL

100.000 VISITS

1.800 CONVERSIONS

100€ CONVERSION VALUE

1.8% CONVERSION RATIO

04/09/2023 © THESE DAYS – The Brand Interaction Company

PROVIDE CONTEXT WITH VOC

100.000 VISITS

1.800 CONVERSIONS

100€ CONVERSION VALUE

1.8% CONVERSION RATIO 9% CONVERSION RATIO

GOOGLE ANALYTICS + VOC

20.000 VISITS W/ INTENTION

04/09/2023 © THESE DAYS – The Brand Interaction Company

BACK TO OUR FUNNEL

100.000 VISITS

60.000 VISITS

18.000 VISITS

12.000 VISITS

6.200 VISITS

1.800 CONVERSIONS

STEP DROP-OFF

66,66%

51,66%

GOOGLE ANALYTICS

04/09/2023 © THESE DAYS – The Brand Interaction Company

PROVIDE CONTEXT WITH VOC

• ‘Next’ button did not work• Very slow page load• 404 error• You request info I do not understand• You request info that I do not want to

share• I have no credit card• …

04/09/2023 © THESE DAYS – The Brand Interaction Company

IT’S NOT ABOUT CLICKS

It’s about people – It’s about your customer

Who comes to your website?What are they trying to accomplish?How well are you helping them?

04/09/2023 © THESE DAYS – The Brand Interaction Company

• User Panels and Test Labs• Social Media Monitoring• Review Site• Customer Forums• Survey• Feedback

VOICE OF THE CUSTOMER VISITOR

04/09/2023 © THESE DAYS – The Brand Interaction Company

FAST, EASY AND EFFICIENT

SURVEY

Site level At end of visit Multiple questions Flexibility on topics

SITE SATISFACTION

FEEDBACK

Page level During visit Single question Flexibility on topics

PROCES OPTIMIZATION

04/09/2023 © THESE DAYS – The Brand Interaction Company

1. Decide ‘WHAT’ you want to find out from your visitors

2. Decide ‘HOW’ you want to gather the insights, via survey or feedback tool. And ensure you can take actions upon this insights.

3. Evaluate the available tools, and check ease of implementation with your webmaster.

4. Perform a correct and efficient deployment to ensure you get the maximum possible.

5. Analyze and gather insights!

IMPLEMENTATION

04/09/2023 © THESE DAYS – The Brand Interaction Company

TAKE ACTION

04/09/2023 © THESE DAYS – The Brand Interaction Company

TAKE ACTION

With this gold in your hands, take action and optimize (at least the low hanging fruit).

04/09/2023 © THESE DAYS – The Brand Interaction Company

1.Integrate with Google Analytics

Push survey data to Google Analytics as an event and include it in all custom reports and on-the-fly segments

• what did my most satisfied visitors see on the site

• what campaigns / keywords drove the most unhappy traffic

• how do people who see the ‘facebook share’ button feel about likelihood to share

ACT UPON THE DATA

04/09/2023 © THESE DAYS – The Brand Interaction Company

1.Integrate with Customer Experience Management (CEM)

ACT UPON THE DATA

04/09/2023 © THESE DAYS – The Brand Interaction Company

3. Go beyond the feedback• Net Promotor Score

ACT UPON THE DATA

04/09/2023 © THESE DAYS – The Brand Interaction Company

5 TIPS TO TAKE HOME

1.Don’t be aggressive! It can damage your brand.

04/09/2023 © THESE DAYS – The Brand Interaction Company

6 TIPS TO TAKE HOME1.Don’t be aggressive! It can damage

your brand.

04/09/2023 © THESE DAYS – The Brand Interaction Company

04/09/2023 © THESE DAYS – The Brand Interaction Company

5 TIPS TO TAKE HOME

2. Keep it simple!

04/09/2023 © THESE DAYS – The Brand Interaction Company

3 TIPS TO TAKE HOME

3. Be prepared! And organized.

04/09/2023 © THESE DAYS – The Brand Interaction Company

5 TIPS TO TAKE HOME

4. Apply a solution with build in reporting and segmentation and correlation flexibility

Technical issues

Slow load time

Broken links/buttons

404 errors

Internet Explorer 7 Visitors

04/09/2023 © THESE DAYS – The Brand Interaction Company

5 TIPS TO TAKE HOME

5. Frequency! Don’t stop after 1 round of insights

As with web analytics data, a continuous and ongoing survey system provides you with much greater insight than running a survey for a single campaign or set time period.

04/09/2023 © THESE DAYS – The Brand Interaction Company

5 TIPS TO TAKE HOME

1. Don’t be aggressive! It can damage your brand.

2. Keep it simple! 3. Be prepared! And organized. 4. Apply a solution with build in

reporting and segmentation and correlation flexibility

5. Frequency! Don’t stop after 1 round of insights

04/09/2023 © THESE DAYS – The Brand Interaction Company

Reporting Analysis Optimization

Business Objectives & KPIs

Tools & Analytics Methods

Data Sources

GENERAL WRAP-UP

04/09/2023 © THESE DAYS – The Brand Interaction Company

GENERAL WRAP-UP

Reporting Analysis Optimization

Business Objectives & KPIs

Tools & Analytics Methods

Integration of Data Sources

Behavioral Channel Performance Visitor Insights Attitudinal Competitor

THE BRANDINTERACTION

COMPANY

THE BRANDINTERACTION

COMPANYSiegert Dierickx

siegert.dierickx@thesedays.com@siegertd