Google analytics and website optimizer

Google analytics and website optimizer

Google Analytics and Website Optimizer

Let your visitors lead you

By Simon Whatley

http://www.google.com/analytics

http://www.google.com/websiteoptimizer

Plan – Measure – Improve

“Tactics without strategy are the noise before defeat”

Sun Tzu, The Art of War.

Google Analytics

http://www.google.com/analytics

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Custom Dashboards

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Profiles and Filters

• The real strength of GA

• Segment data

• Deep analysis

• Filter data depending on needs

• Give access to data depending on needs

• Starts collecting data once filter is applied

Best practice:

• Profile with all data

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Website Profiles

1 No Filters: Profile with zero filters Use this for

troubleshooting.

2 Only Direct: Include filter for the field

"Campaign Source" only equaling the pattern

"direct" visitors

3 Only Internal: Use an include filter which will

include only traffic from internal IP ranges on IP address.

4 Only New Visitors: Include filter on the field

"Visitor Type" equal to "new"

5 Only Organic: Include filter where the filter field

is on "Campaign Medium" and the pattern is

"organic"

6 Only Paid Search: Include filter on "Campaign

Medium" equaling the pattern "ppc|cpc"

7 Only Referral: Include filter on "Campaign

Medium" equaling "referral"

8 Only Returning Visitors: Include filter on

"Visitor Type" equaling "returning"

9 Organic And Paid: Include filter combining the

above two filters for "Only Organic" and "Only Paid Search" to include all search engine traffic

10 Overall: All traffic except filter out internal IP

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• Multiple Filters allowed

– But, data output for filter 1 is data input for filter 2

• Be careful! Filters are data destructive!

• Avoid wrong conclusions!

– Create multiple Profiles to prevent filter 1 impacting filter 2

• Allows for customer segmentation

– Visitor to member to customer

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Pre-Defined Filters

Google Analytics provides you with three predefined

filter types:

Custom Filters

In addition, Google Analytics provides you with a

number of custom options:

– Add to wish list

• Maximum of 4 per profile

• Extension of Goals

• Predefined steps

– E.g Purchase path from basket to confirmation

• Track conversion process

– See entry and exit points throughout process

• Required steps?

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Funnel Visualisation

Find out which pages result in lost conversions and where your would-be customers go.

Internal Site Search

Find out how your visitors search your site, what they look for, and where they end up.

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Google Website Optimizer

http://www.google.com/websiteoptimizer

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What to Test

• Calls to action

• Point of action assurances

• Typography and colour

• Product headlines, copy, images, descriptions…

• Category pages

• About us, contact us, delivery, terms and conditions

• Forms

• Shopping carts

Page Priority Graph

“Website Optimizer tests can be used to test what

people do, but not why they do it You need to infer

from the variations and the analytics and a good

piece of market understanding (‘know thy

customer’).”

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Designing the Test

Before running the test, you must decide on these factors:

• A control

• A hypothesis

• A time frame

• A method of evaluating the results

During the tests, you cannot change your test,

Example – Add to Cart Buttons

Variables

• Shape, Size, Colour

Variations

• Shape: Round, Square

• Size: Small, Medium and Large

• Colour: Red, Blue and Yellow

Hypotheses

• Red buttons convert better than blue or yellow

Website Optimizer Tests

• Google’s A/B test

• Google’s Multivariate test

Design an A/B Test

• Identify the metric What are you going to compare

and contrast?

• Describe the metric How will you compare and

contrast the differences?

• Optimise the system based on comparison of two or

more tested solutions

The Test Calculator

The number of combinations will affect how long you need to run a test to return meaningful results

Example 1 (Not Recommended)

1,000 test combinations

10,000 page views per day

100% visitors in experiment

2.4% current conversion rate

20% expected improvement (from 2.4% to 2.9%)

Duration of test: 3,515.9 days!

Example 2 (Recommended)

20 test combinations

10,000 page views per day

100% visitors in experiment

2.4% current conversion rate

20% expected improvement (from 2.4% to 2.9%

Focusing on key elements in the combinations should increase expectations above this figure)

Duration of test: 37.8 days

The Test Setup

For a simple A/B Test, the following scripts are placed

on the relevant pages

Test Results - Combinations

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Test Results – Page Sections

What the Statistics Mean

• Chance to beat original

• Chance to beat all

• Observed improvement

• Conversions and visits

Case Studies

To discuss how we have optimised client sites and the

results please get in touch:

Google is a trademark of Google, Inc All other

trademarks are the property of their respective

owners

tmg ltd is not associated with any product or vendor

mentioned in this presentation

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