using google analytics to get actionable insights
Post on 20-Oct-2014
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DESCRIPTION
Data provided by Google analytics is endless. It is the duty of an analyst to get meaningful insights.TRANSCRIPT
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Actionable Insights From Google Analytics
Presented by Arun Kothapally
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Why Google Analytics?
• It is FREE.
• Easy to install. Use your Google account.
• Easy to collaborate.
• Many tutorials on the web to help you use Google analytics.
• It is one of the best web analytics tool.
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The Biggest Problem with Google Analytics……..
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Say So What Thrice!
How to find actionable insights from Google Analytics?
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So what rule - Visitors
Instinct Logic
No of visitors to our site has reduced by
20% this month.So What?
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So what rule - Visitors
We have to work harder and get more
visitors to site.So What?
Instinct Logic
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…………………….. I got YA!
So what rule - Visitors
Instinct Logic
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So what rule – Bounce Rate
Our Bounce Rate has increased by 30%
this month.So What?
Instinct Logic
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So what rule – Bounce Rate
Google Analytics says these pages
have bounce rates above 50%.
So What?
Instinct Logic
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If we audit these pages individually and improve it we
will make our pages more engaging.
That is what I am talking about.
So what rule – Bounce Rate
Instinct Logic
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Your Boss
Lets Go and get this shit
done!
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Actionable Insights
What specific
action to perform?
How will the specific
action improve
the business?
Who is responsible
for the action?
By when should the action be
performed?
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Key Metrics
Segmentation
Actionable Insights
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# of Product Sales
020406080
100120140160180200
20
130
62 66 76
184
90 100
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Traffic Source Vs. # of Product Sales
September
October
November
December
January
Febru
ary
Marc
hApril
020406080
100120140160180200
ReferralDirectEmailSocialGoogle (Organic)
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Digital Marketing
Measurement
Acquisition
Behavior
Outcomes
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Acquisition Insights
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% New VisitsPossible Action Items1. Do a rank check on popular keywords.2. Update content regularly to increase direct traffic.
Acquisition > Overview
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Geographic LocationPossible Action Items1. My target country is USA but most of my traffic is
from India. I can never make good money.2. I see traction in Australia. I should launch set up
operations in Australia too.
Audience > Geo > Location
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Queries
Acquisition > Search Engine Optimization > Queries > Impressions
Possible Action Items1. Lost rankings for these keywords.2. Need to make Titles clickable for these keywords.
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Behavior Insights
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Bounce Rate
Behavior > Site Content > All Pages
Possible Action Items1. We need to increase internal links on this pages so
that the people are within our site.2. We need to improve CTA to make a user take action.
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Cart Abandonment RatePossible Action Items1. About 56% of people drop off at shopping cart. Need
to do optimize and test the variations.2. 63% people drop off at checkout. Should try multiple
step checkout.
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Outcomes Insights
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Time LagPossible Action ItemsRun retargeting campaigns for upto more than 12 days to increase conversions.
Audience > Behavior > Engagement > Page Depth
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Assisted ConversionsPossible Action Items1. We suck at Email Marketing or email marketing is NOT for our
business.2. Social Media assists in conversions. It is worth investing time in it.
Conversions > Attribution > Model Comparison
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Prioritize ActionsImpact Time Effort Internal
DependenciesExternal Dependencies
Priority
Action 1
Action 2
Action 3
Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)
Use a scale of 1-10 to define each column
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Don’t be a reporting rogue
or a data douchebag be an
Analytics Ninja because….
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Actions
drives
business forward
not data or reports
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Let Us Talk…..