develop and grow your audience with google analytics
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Develop and Grow your Audience with Google Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
Understand Your Audience
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.
More data?No, thanks...
CMOs feel unprepared to...
source: IBM CMO Research
Being afraid of data does nothelp!
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
My PVs have increased by 20% - so what?
“If you torture the data long enough, it will confess.”Ronald Coase
Professor Emeritus of EconomicsUniversity of Chicago Law School
All data in aggregate is
"useless"
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/
Segment your visitors in meaningful ways
When we segment AdSense clickers, Analytics will become a huge AdSense report
Know how your audience behaves
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
Visitor Flow
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/
Improve pages with higher bounce rates
How engaged are your users?
Does AdSense impact user engagement?
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
AFS Potential with Site Search Report
See search terms bringing most revenue
Site Search Dashboard goo.gl/KpY6A
Compare speed of different browsers: Did you optimize for mobile devices?
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
AdSense Dashboard goo.gl/8wZv4Y
Shakespeare invented over 1700 of our common words
Be creative!
Grow with your audience
Demographics and Interest Reports
source: 2011 Social Marketing Survey (eMarketer / Chief Marketer, Oct 2011
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
Social Media Dashboard
goo.gl/nAfKMK
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 in Google AnalyticsContent Experiments replaces the old Website Optimizer
Content Experiments
You can select the
goal to test and the
amount of visitors
included in the
experiment.
Content Experiments in Google Analytics
Content Experiments in Google Analytics
Content Experiments in Google Analytics
Which one is the correct map of the world?
10/90 Rule
Thank you!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant