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WEB ANALYTICSREPORTING AND STRATEGY
In association with
NEIL PURSEY | WebgrowthCourse Convenor
@webgrowthsa
Source: https://moz.com/blog/2015-online-marketing-industry-survey
IF OBJECTIVES ARE POOR, YOUR REPORTING WILL BE POOR
IF IT CAN’T BE MEASURED, DON’T CONSIDER IT
ANALYTIC DATA BRINGS REPORTING TOGETHER
LET’S GET GOING
DEFINE A STRATEGY
How many clicks/hits are we getting?
How many clicks/hits are we getting?
How many likes are we getting?
How many likes are we getting?
DEFINE THE “RIGHT” QUESTIONS
Trends & Segmentation
§ How do users travel through our site?
§ Where are our most active users from?
§ Are we doing better or worse?
§ How do people find us?
Campaign Tracking & Analytics Goals
§ Which mediums work best?
§ Did users complete an action?
§ Is what we are doing working?
§ What content is performing or underperforming?
“ THE ANSWERS TO THESE QUESTIONS NEED TO BE DETAILED
IN A REPORT ”
IRRELEVANT
§ 50 000 visits
§ 70% returning visits
§ 80% direct traffic
Stay away from dashboards!
Objectives Goals Questions Answers
MEASURE
ANALYSIS & HYPOTHESIZING
YOY / MOM PatternsUser behaviour
Who, what, where, how - but not {why}
CASE STUDY #1Year on Year
YEAR ON YEAR
January / February campaigns are important
Campaign push in fourth quarter is important
Content strategy needed to be adapted to improve SEO
CASE STUDY #2User behaviour
USER BEHAVIOUR
USER BEHAVIOUR Click data showed visitors were clicking on “more options” to refine search…
USER BEHAVIOUR Drop down layout confuses visitor
“ 21 000 visitors were using multiple search queries ”
So we listened. . . And are making changes. . .
USER BEHAVIOUR The visitor won’t have to click to get to filter options. Simple.
CASE STUDY #3
User behaviourThank you to these awesome folk
USER BEHAVIOUR
On-site search
One of the most underrated and underused reports inside Google Analytics is “search terms”.
USER BEHAVIOUR
On-site search
2014Spring vs Autumn
We want to compare search terms across different seasons. It will help guide content planning.
USER BEHAVIOUR
On-site search
2014Autumn vs Spring
1000’s more keywords below.Export to excel to run advanced filters.
What keyword variations are there between seasons? How does content and design change according to these search terms?
WE INTRODUCED MEGA MENU’SWhat do you think happened?
MEGA MENUEXAMPLES
USER BEHAVIOUR
On-site search
New website = improved navigation = improved visitor satisfaction = less on-site search
USER BEHAVIOUR
On-site search
Woahh… People are searching for phones!!!
SO WE LAUNCHED MOBILE PHONE CATEGORY ON WEBSITE
What do you think happened?
USER BEHAVIOUR
On-site search
Woahh… Happy visitors!!!
USER BEHAVIOUR
Result: Traffic Explosion!!!
415 000 page views in July 2015
New mobile section of website
CASE STUDY #4{A WORK IN PROGRESS}
Who, What, Where, How-But Not Why
WHO?
2014 stats: old website2015 stats: new website
Stats don’t lie!!Visitors prefer the new website, they are now returning.
WHAT?
How can we improve the “account” page design and copy to improve % exit rate?
WHERE?
Should we push paid ads to locations with high conversion rate to “Account Register” page?
Should we push re-marketing ads to those areas with a high percentage of new visitors?
HOW?
§ Mobile visitors are interested in registering an account!§ Are these people in-store doing their own research?? Are we selling the benefits online?§ What is the mobile user behaviour once after they’ve visited the “account register” page?§ How can we improve on this? Let’s use heat maps and funnel reports to guide next design
phase.
THE CHALLENGE WITH DATAACTIONABILITY is determined by BUDGET
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Developing for GROWTH
New website every 2 years Iterative approach
Website design and development is built on a monthly retainer.
Website design and development is revisited every 2 years. Unachievable deadlines DILUTE strategy and overall quality of website.
Va
lue
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Developing for GROWTH
New website every 2 years Iterative approach
This is called “Growth Hacking”
Va
lue
GROWTH HACKERS ARE A HYBRID OF MARKETERAND CODER.
- ANDREW CHEN, andrewchen.co
“
COMPANIES WHO EMBRACE ANALYTICS NEED TO EMBRACE
GROWTH HACKING
CAMPAIGN TRACKING &ANALYTICS GOALS
GOAL vs OBJECTIVE
Goal Objective
Meaning The purpose toward which an endeavor is directed.
Something that one's efforts or actions are intended to attain or accomplish; purpose; target.
ExampleI want to achieve success in the field of analytics and do what no one has ever done.
I want to complete this thesis on analytics by the end of this month.
Action Generic action, or better still, an outcome towards which we strive.
Specific action - the objective supports attainment of the associated goal.
Measure Goals may not be strictly measurable or tangible.
Must be measurable and tangible.
Time frame Longer term Mid to short term
Source: http://www.diffen.com/difference/Goal_vs_Objective
Industry usually gets confused between a GOAL and OBJECTIVE.
FINDING ANSWERS WITH CAMPAIGN TRACKING
How do the benefits of pages / sessions VS conversion rate affect campaign decisions?
OBJECTIVE {campaign tracking}
Improve content delivery
Measure
Website Goal #1
Question Answer REPORT ACTION
Improve efficiency of content publishing.
When is the best time to send an
email?
Wednesdays between 10am –
12pm.
Email open rates.Insight into user
types (who is most likely to open).
What content links are being clicked
on?
Segment users by interest (what they
are clicking on).Test subject titles to improve open
rate.Focus on content that is getting the
best results.
OBJECTIVE {campaign tracking}
Measure
Website Goal #2
Question Answer REPORT ACTION
Maximise use of content delivery
channels.
Which content delivery methods
are most effective?
Traffic that is determined by search volume.
Insight into each traffic channel.
Conversion goals from channel.Measure user behaviour on
landing pages per channel.
Invest more into channels that
convert.Improve user behaviour on landing pages.
Where possible, create landing
pages specific to traffic channel.
Improve content delivery
FINDING ANSWERS WITHANALYTICS GOALS
OBJECTIVE {analytics goals}
Measure
Website Goal #1
Question Answer REPORT ACTION
Encourage visitors to explore website.
What % of users visit at least 3
pages per visit?
Analytics goal: depth of visit = 3
or more
Traffic channels with the highest conversion rate.
Content that contributes to conversion.
Create traffic flow charts of content.
Repurpose content that isn’t
performing (high bounce or exit
rates).Invest more into
content types that are contributing to
the conversion.
Improve engagement on website
OBJECTIVE {analytics goals}
Measure
Website Goal #2
Question Answer REPORT ACTION
Engage visitors with compelling
content.
What pages are resulting in users
staying on it [page] for more than 1
minute?
Analytics goal: Time on page = 1 or more minutes.
Measure content scrolling (heat
map).Measure click data
(heat map).
Repurpose content so that the
‘average read’ increases.
Remove distracting call-to-actions
(only if it’s aligned with overall strategy).
Improve engagement on website
OBJECTIVE {analytics goals}
Measure
Website Goal #3
Question Answer REPORT ACTION
Improve efficiency of content publishing.
What content can be continually repurposed?
Analytics goal: Organic traffic to blog posts that
have over X visits per month.
Organic traffic to blog posts for at
least 2 years.Bounce rates.Location of
visitors.
Identify and repurpose content.Republish to social
changes.Update article date
or remove date completely from front end design.
Improve engagement on website
COMPETITOR ANALYSIS USING ANALYTICS TOOLS
SIMILARWEB.COM
SIMILARWEB.COM
“ Incoming links that SEND TRAFFIC to your competitors websites are worth going after ”
WEBCEO.COMThese links become opportunities and ideas.How does Webgrowth EARN the same or similar links?? Time to strategise…
AHREFS.COM
REPORTING
YOUR AUDIENCECEO [What is contributing to sales]
Manager [What is actionable. Ideas for the next campaign]
Content Team [What is working, what is not working]
Developers & Designers [User behaviour data]
FREQUENCYMonthly trends
Quarterly [Actionable]
Daily/weekly [Campaigns]
If you want a GROWTH HACKING
culture in your company, develop a process
to create actionable quarterly reports.
{HIGH LEVEL}
WHAT WE NEED TO TRACK
Page views on content.
Traffic channels to content.
Social sharing on content.
On-site visitor behaviour.
USE THESE TOOLS
THANK YOU
GUEST LECTURERNeil Pursey
www.webgrowth.co.za
Connect with meLinkedin
