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Develop and Grow your Audience with Google Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
Customer behavior is changing profoundly
The customer journey is now much more complex, and moves seamlessly across multiple devices, and from online to offline.
The good news is, it’s also much more measurable – with the right tools.
The fundamentals of increased insight
AudienceWho are you reaching?
AcquisitionWhere are they coming from?
BehaviourHow are they reacting to your messages?
ConversionsAre they taking action?
How Google Analytics works?
source: http://www.kaushik.net/avinash/google-analytics-visitor-segmentation-users-sequences-cohorts/
A metric is a measurementMetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city or region
Referring traffic source
Browser type
Operating System
“If you torture the data long enough, it will confess.”Ronald Coase
Professor Emeritus of EconomicsUniversity of Chicago Law School
Add context to your data!Segment: To find out more about the metric
Never report a metric without segmenting it
source: http://www.kaushik.net/avinash/excellent-analytics-tip2-segment-absolutely-everything/
Focus on areas with higher user attention
- Top left corner gets the attention first
- People read in F-patterns
- Left side of the page gets more attention that the right.
source: http://www.uvsc.edu/disted/decourses/dgm/2740/IN/steinja/lessons/05/docs/eyetrack_iii.pdf & http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/ & http://www.videodim.com/Eye%20gaze%20Patterns.html
In-page Analytics: Ideas for PublishersPut the ad below navigation bar
Create site specific In-Page report
Analyze bouncers vs non-bouncers
Where did they come from? What campaigns? What landing pages?
goo.gl/HBYkUS
source: http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long-tail/
If not used correctly Site Search can lead to bad user experience
source: http://conversionxl.com/copywriting-based-on-the-science-of-persuasion/
Talk to your visitors and see what language and exact phrases they’re using when talking about your content
- 22% of searches give zero results
- 85% of searches don't return what the
user is looking for
- 80% will abandon the website
Site Search Dashboard goo.gl/KpY6A
Use Custom Dashboards for quick insights- Performance overview by displaying summaries of different reports - Solutions Gallery to download ready-to-use dashboards and reports
If you invest in social media, focus on conversation rate, amplification rate and applause rate
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
What actually matters in Social Media?
1. The number of Friends / Followers / Subscribers?
2. The number of posts / tweets?
3. The Followers to Following ratio?
What matters is everything that happens after you post / tweet / participate!
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
●Did you grab attention? ●Did you deliver delight? ●Did you cause people to want to share? ●Did you initiate a discussion? ●Did you cause people to take an action? ●Did your participation deliver economic value?
The “so what?” question matters!
Aim for high conversation rate!
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- Most brands do TV on social media
- Social media channel has the word social in it! Social as in talk and listen and discuss.
Conversation Rate =
# of Audience Comments (or Replies) Per Post
Measure Amplification: The rate at which your followers share your content through their network
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- Measure what pieces of content (type) cause amplification
- Then do more of the type of content that increase amplification
Amplification =
# of Retweets/Shares Per Tweet/Post
Measure Applause Rate
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- You get a much deeper understanding of what your audience likes
Twitter Applause Rate = # of Favs Per Post
Facebook Applause Rate = # of Likes Per Post
Google+ Applause Rate = # of +1s Per Post
YouTube Applause Rate = # of +1s Per Video
Continuous Testing should be a part of your business DNA for Continuous Growth
DETERMINE A GOAL
SETUP TEST & TEST METRICS
RUN THE EXPERIMENT
ANALYZE RESULTS
Content Experiments
You can select the
goal to test and the
amount of visitors
included in the
experiment.