Web Analytics: Presentation. All Content on TRACKING INTERACTION AND MEASURING (81 Pages)

TRACKING INTERACTION AND MEASURING Analytics tells you all the sources so you can compare results Basics of Reporting within Google Analytics In the assignment you create a dashboard from metrics like the one ...

TRACKING INTERACTION AND MEASURING Analytics tells you all the sources so you can compare results Basics of Reporting within Google Analytics In the assignment you create a dashboard from metrics like the ones we’ve just looked at plus some mobile metrics Examples of classic dashboard metrics Acquisition Ratio of organic to paid visitors ◦ Constructed from number of visitors in each category Cost per sale from paid search ◦ Constructed from cpc and conversion rates Percentage converted from Mobile traffic Advert click through rate • Conversion • Percentage of visitors completing purchase • Constructed from flows toward goal, number of visitors, number of sales • ROMI • Constructed from total marketing costs and average margin per sale • constructed from sales and margin figures • Average Order value by source • Conversion rate by source. • Retention • % of customers buying more than once • Constructed from known visitors to site, and their purchasing pattern • Customer lifetime value – frequency and value of purchase annualised over number of years • Conversion rates on email shots to previous customers • Percentage of orders via app Getting data for the assignment - let me show you Spyfu Measuring Conversions and Site Performance Kaushik is all about finding and fixing pages that don’t work You need to attend to a wide range of topics ◦ LayoutConversion Improvement Basics Page views vs Exits Content quality and navigation reports What quality information looks like How people read on the Web Jacob Nielsen’s Useit.com site People Scan the Page not read it so use ◦ Highlighted Key-words ◦ Meaningful (not clever) sub-headings ◦ Bulleted Lists ◦ One Idea per paragraph ◦ Half the word count Pyramid Style FOR 2018 Promotional writing used as a Control Concise Text - 58% improvement ◦ Scannable layout 47% improvement ◦ Objective Language - 27% improvement Combined Version of all 3 - 124% improvement Measured on time, errors, From Jakob Nielsen’s site https://www.nngroup.com/articles/ Visual considerations Avoid things that get in the way ◦ Flashy Bleeding Edge Technology ◦ Long download times ◦ time consuming graphics ◦ Scrolling text ◦ Lack of navigational support ◦ Anything that looks like advertising ◦ Breaking the back button ◦ Opening new browser windows Stick with web conventions Build Credibility Customers want social proof Research Aids Site Design Checklist Choose a site and carry out the exercise Clear identity Well researched company image Emotional needs of client group established Quick, supportive, clean, informative, no puff, different interest groups catered for Look and feel organised, to respond Good navigation; no banners or other distracting ads; truthful, easy & convenient Analyse your best landing pages Continually work to improve the site Analytics lets you create a complete site performance dashboard How well is your site doing Webmaster Tools http://website.grader.com Information architecture – the combination of organisation, labelling and navigation schemes constituting an information system Site map – A graphical or text depiction of the relationship between different groups of content on a web site Blueprints – Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems Wireframes – Schematics – a way of illustrating the layout of an individual page or page template Attribution is a challenge. By default attribution goes to the last non direct click. Numerous touches go to make a sale. Analysis means access to the click stream data for individual customers via a cookie – a small file holding search data. Click stream data can’t be got from Google Analytics but from the site log data. GA will give you an overall pattern and will let you set an attribution factor Beginning Search Optimisation Budget split normally 90% ppc 10% Seo Measure SEO effects How well is your site indexed – site.www.domain.com Inclusion ratio is number of pages indexed/ number of pages in site Track inbound links and top keywords ◦ Link.www.domain.com ◦ Marketleap.com will track link popularity Split organic referrals from PPC – have a look at clicktracks ◦ Look at average time on site, and short visits. Analysis by Segmentation Seven steps to a data driven culture