customer insight using google analytics - alyson murphy - digital east 2014
DESCRIPTION
There’s a lot to sift through in Google Analytics in the quest to understand your customer. Alyson Murphy will walk you through which reports and configurations can help you understand your potential customers’ intent when they reach your site and how they move through the purchase funnel. With this knowledge you should be able to know which areas of your site to focus on for optimization.TRANSCRIPT
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1
Understanding Your Customers Through Google Analytics
@AlysonMurphy@Moz
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Okay, so… Let’s look at our customers in Google Analytics
@AlysonMurphy#DEast14
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@AlysonMurphy#DEast14
THAT’S A LOT OF REPORTS!
bit.ly/photo-source-wow
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@AlysonMurphy#DEast14
Alyson, I’ve got this.
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The New vs Returning Report
@AlysonMurphy#DEast14
50% New50% Repeat
Lower Bounce Rate for
Returning
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@AlysonMurphy#DEast14
That’s cool.But so what?
bit.ly/photo-source-tiger
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7@AlysonMurphy#DEast14
You can describe the basics with the basic reports,
but let’s make it actionable!
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@AlysonMurphy#DEast14
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@AlysonMurphy#DEast14
Let’s back up a step
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@AlysonMurphy#DEast14
To understand your customers,You must first understand yourself.
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@AlysonMurphy#DEast14
Let’s map out your objectives
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12@AlysonMurphy#DEast14
Why does your company exist?
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At Moz, we create software to help companies get visibility on the internet.
@AlysonMurphy#DEast14
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14@AlysonMurphy#DEast14
We want our customers to use our tools successfully…
But how do they get there?
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Primary Goals for our Customers
@AlysonMurphy#DEast14
#1 Go
through
the
funnel
#2 Use
our tools
to get
value
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Tackle the Primary Goals
@AlysonMurphy#DEast14
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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Tackle the Primary Goals
@AlysonMurphy#DEast14
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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@AlysonMurphy#DEast14
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2
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@AlysonMurphy#DEast14
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@AlysonMurphy#DEast14
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@AlysonMurphy#DEast14
bit.ly/ RegEx-helper
1
2
3
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Tackle the Primary Goals
@AlysonMurphy#DEast14
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
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@AlysonMurphy#DEast14
1
2
3
4
5
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@AlysonMurphy#DEast14
bit.ly/ funnel-problems
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@AlysonMurphy#DEast14
Now let’s make this actionable.
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@AlysonMurphy#DEast14
SegmentSegmentSegment
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@AlysonMurphy#DEast14
Bad News
Can’t DirectlySegment the Funnel
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@AlysonMurphy#DEast14
Good News
We can still get an actionable report
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Segment on Marketing Campaign
@AlysonMurphy#DEast14
1. Go to the Campaigns report.
2. Build segments.
3. Build report in Google Spreadsheet.
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Segment Design
@AlysonMurphy#DEast14
Got to Product Pg Got to Product Pg,Not further
Got to Checkout,Not further
Made it all the way
Got to Checkout
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Segment Design
@AlysonMurphy#DEast14
Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
1 2 3 4 5
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Segment Design
@AlysonMurphy#DEast14
Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
1
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@AlysonMurphy#DEast14
1
2
3
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@AlysonMurphy#DEast14
1
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@AlysonMurphy#DEast14
1
2
3
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@AlysonMurphy#DEast14
2 1
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Segment Design
@AlysonMurphy#DEast14
Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
2
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@AlysonMurphy#DEast14
Pro-tip
Cheat!Copy and alter segments
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@AlysonMurphy#DEast14
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@AlysonMurphy#DEast14
1
2
Rename
Get rid of this step
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@AlysonMurphy#DEast14
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Segment Design
@AlysonMurphy#DEast14
Got all the way
Got to Checkout
Got to Product
Pg
Got to Checkout,
Not further
Got to Product Pg, Not further
Product Page + + + + +
Checkout Page + + + -
Free Trial Sign Up + - -
4
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43@AlysonMurphy#DEast14
Repeat the Cheat!Copy and alter the segment
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@AlysonMurphy#DEast14
1
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3
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@AlysonMurphy#DEast14
Whew!That was a lot of segments.
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@AlysonMurphy#DEast14
Now let’s look at the report
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@AlysonMurphy#DEast14
1bit.ly/
utm-codes
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@AlysonMurphy#DEast14
If you are going to look at it once,Pull those numbers into Excel.
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49@AlysonMurphy#DEast14
If you want to report over time,That’s a big pain.
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@AlysonMurphy#DEast14
Good News
There is a GoogleSpreadsheet add-on
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
1. Go to bit.ly/ga-addon
2. Install the Add-on
3. Grant permissions
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
4. Go to drive.google.com
5. Create a new spreadsheet1
2
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
6. Go to Add-on Menu
7. Create new report
1
2
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
8. Name your report
9. Select account info
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
10. Select metrics
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
2 Change XX to Goal #
(18)
1 Add dates
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Google Spreadsheet Add-on
@AlysonMurphy#DEast14
IS FOLLOWED
BY
bit.ly/ga-segments-1bit.ly/ga-segments-2
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@AlysonMurphy#DEast14
Rinse and repeat with your other segments
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Example Report
@AlysonMurphy#DEast14
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Example Report
@AlysonMurphy#DEast14
Why so low?- Not trying to sell with email
Why so different?- Need to improve
Landing Pages
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61@AlysonMurphy#DEast14
Rinse and repeat with other
segments types
bit.ly/photo-source-dog-pool
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62@AlysonMurphy#DEast14
Rinse and repeat with other
business objectives
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@AlysonMurphy#DEast14
GET TO
KNOW
YOUR
CUSTOMER
S
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64
bit.ly/deast14-am64
@AlysonMurphy