Conversion 2015 - Simo Ahava - Netbooster Finland

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

CONTENT ENGAGEMENT NEW METHODS FOR EVALUATING CONTENT WITH GOOGLE ANALYTICS

Emerce Conversion, 14th April 2015

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

SIMO AHAVA @ NetBooster

Head of Analytics, Nordics

Google Developer Expert 2014-2016

Twitter: @SimoAhava

Google+: +SimoAhava

#Conversion15 | @SimoAhava

www.simoahava.com

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3

Rant: Plug-and-play Analytics

AGENDA OVERVIEW

#01

Workaround: Content analysis Takeaways: Survival tips

#02

#03


NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

PLUG-AND-PLAY ANALYTICS




Google Analytics is a tool designed to work for

9,163,750* different businesses

* Author’s estimate, not an official figure



It is thus conceivable Google does not know

what your business KPIs are



2,578,000 DEAR BOSS,

Last month, the number of Sessions on our site was…

…which is an uplift of +2.78% compared to the previous month.



21.20% DEAR BOSS,

Last month, the Conversion Rate for eCommerce on our site was…

…which is an uplift of +5% compared to the previous month.



All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.




Sessionization schema




Event tracking schema




Transactional schema



This has two major implications on how we process, analyze, and

report on the data.



All sessionized data is arbitrary 1





Fictional



Fictional

Fictional



Fictional

Fictional

Fictional



Fictional

Fictional

Fictional

Fictional



How can an arbitrary, fictional metric ever

be a good KPI?*

* Rhetorical question, it can’t



Data quality is earned, not acquired. 2



Stay away from aggregate metrics.



Stay away from aggregate metrics.

Segment, customize, combine, visualize.



Aggregate

Segmented

User-centric

Cohorts

Predictive 21.20%

Our website’s eCommerce Conversion Rate for January

was…



Aggregate

Segmented

User-centric

Cohorts

Predictive 12.57%

Visitors who landed on our site through our January

Facebook campaign had an eCommerce Conversion Rate

of…



Aggregate

Segmented

User-centric

Cohorts

Predictive 19.20%

Visitors with no previous transactions who landed on our site through our January Facebook campaign had an

eCommerce Conversion Rate of…



Aggregate

Segmented

User-centric

Cohorts

Predictive

New customers via Facebook vs.

Old customers via Facebook vs.

Overall eCommerce Conversion Rate



Aggregate

Segmented

User-centric

Cohorts

Predictive

This data, combined with information from our sales

engine and CRM, gives us the following optimization

opportunities…


ADVANCED CONTENT ANALYSIS




We need to collect data in a meaningful

way.



Sometimes it means we need to tweak the

data collection mechanism.



Take Bounce Rate, for example.











Remember, Bounce Rate is a heavily sessionized

metric that is not inherently good or bad.





After X seconds on the page, send a pulse to GA

which negates the bounce.



Google Tag Manager

1. Create new Timer Trigger

2. Set Interval to X ms 3. Set Limit to 1 4. Fire Event Tag with

this Trigger





However, you’re playing into the hands of the schema overlords.



Instead of trying to get Bounce Rate lower by

tweaking a metric, how about improving internal

linking?



…or measuring calls-to-action?



…or combining dwell time with scroll depth?



http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/







Adapted for Google Tag Manager:

https://github.com/sahava/content/



1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables



OK, this is better for understanding intent (and

content)…



Reader

Scanner

Scanner

Reader

Reader

Intent Content

53 % read

89 % read

60 % read

21 % read

85 % read



Bounce Rate became more meaningful for users and content.



…But let’s take a (huge) leap forwards….



”Traditional” Ecommerce

Session Entrance Receipt Page



”Traditional” Ecommerce


transactionId

revenue

products

1 conversion



Enhanced Ecommerce




Enhanced Ecommerce


transactionId

revenue

products

1 conversion



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.

View product details



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.

View product details Add to cart



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Checkout step 1



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Checkout step 1

Checkout step 2



Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Checkout step 1

Checkout step 2

Checkout step 3



Enhanced Ecommerce shifts the focus from conversions to

the entire journey.



Including missed opportunities.



1. Implementation



1. Implementation

2. Activation



1. Implementation

2. Activation 3. New Reports



This is very cool for your webstore.





It’s infinitely cooler for your content.



Shopping Reading Behavior



Checkout Behavior Content Engagement



Product Article Performance



Product Content List Performance



Internal Promotions



Content is to a blog what products are to a store.



Sort out the terminology first.



Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where article impressions can be gathered from Product list click: Clicks on entries in an article list

Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time



Then, work on data collection.





Product impression

Product impression Product

impressions

Internal promotion



Article Impression

Promotion Impression

Article Impression Click





Article View



Scrolling Begins



Scroll Depth Steps



Purchase



Using Ecommerce terminology for content

analysis opens up a new world of data-driven insight.



SURVIVAL TIPS



Takeaway 1/5

Be critical: Measuring content engagement with plug-and-play analytics relies on Pageviews – not very constructive.



Takeaway 2/5

Be critical: Focusing on a single, sessionized, often corrupted metric like Bounce Rate should not headline your reports.



Takeaway 3/5

Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.



Takeaway 4/5

Be critical: Focus on people, not tools; focus on questions, not answers; focus on a well-defined dataset, not the universe.

3 rules of data collection 1)   Rule of data passivity – data does nothing, data beats nothing. It’s a

passive medium and requires an active agent (analyst) to interpret. 2)   Rule of data subjectivity – any interpretation of data relies on a

well-formulated hypothesis. Whether data is ”bad” or ”good” depends on what you want to know.

3)   Rule of data scarcity – no matter what you do, you will never have all the data. An arbitrary line must be drawn, and you must understand where and why this artificial limit exists.



Takeaway 5/5

BE CRITICAL!

Data quality is directly proportional to how well you understand the data collection.


THANK YOU

Twitter: @SimoAhava Google+: +SimoAhava

www.simoahava.com


Marketing

Conversion 2015 - Simo Ahava - Netbooster Finland