Using Google Analytics Visitors Flow Reports to Boost Conversion Rates
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The document discusses a presentation by Josh Braaten on using Google Analytics' visitor flow reports to enhance conversion rates. It highlights the importance of visualizing visitor behavior, segmenting traffic, and applying insights to optimize website performance. Techniques for analyzing visitor engagement and testing hypotheses are also outlined to improve user experience and conversion outcomes.
Using Google Analytics Visitors Flow Reports to Boost Conversion Rates
- 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Google Analytics Showdown Using Visitor Flow Reports to Boost Conversion Rates Josh Braaten Collegis Education Associate Director of Inbound Marketing
- 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten
- 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten “We’ve found that visualization is one of the most important guideposts in this search for knowledge, essential to understanding where we should look and what we should look for in our statistical analysis.” - Sinan Aral and Nikolaos Hanselmann New York Times R&D Lab
- 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten This page drives conversation on Twitter but a low volume on traffic, which indicates people are sharing, but aren’t reading the New York Times article.
- 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten A lot of traffic, but not a lot of Twitter conversation indicates traffic to the New York Times articles through links from other online sources instead of social media.
- 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Traffic and Twitter engagement move in tandem with each other on this article. Traffic peaks are largest when three influencers and their followers engage with New York Times article.
- 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Google Analytics has a tool that facilitates visual exploration called the Visitors Flow report
- 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Google Analytics Visitors Flow report shows how visitors engage with your site
- 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Interaction nodes cluster groups of pages based on intelligence algorithm
- 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The areas between interactions show visitor flow and website departure
- 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Visitors Flow report can tell a story about pages and entire websites
- 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Let’s take a look at the advanced features of the Visitors Flow report
- 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle Visitor Flow reports can be segmented @JLBraaten
- 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment based on landing pages or channels to observe visitor engagement
- 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment for visits that convert to understand the effective paths Create segment: rasmussen.co/goal-completions
- 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Apply a segment for visits that don’t convert to look for experience gaps
- 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle You can change the dimensions of Visitor Flow reports @JLBraaten
- 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten See how visitors flow through your website based on specific channels…
- 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by operating system…
- 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by browser…
- 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten …or by location
- 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten The Visitors Flow report is a helpful starting point when examining a website for CRO testing opportunities
- 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Landing Page Form Error The Visitors Flow report can reveal obvious issues at a glance
- 24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Homepage Info Page 1 Campaign performance is clearer
- 25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Campaign 1 Homepage Section Page Sub-Section Page Sub-Section Page Sub-Section Page All Others Section Page Info Page 1 Sub-Section Page Sub-Section Page Homepage All Others Section Page Homepage Sub-Section Page Sub-Section Page Info Page 1 All Others Section Page Info Page 2 Homepage Info Page 1 Sub-Section Page All Others Visitors Flow can also be used to visualize complex user behaviors
- 26. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Visitors Flow to go from big data to big insights to big conversion rate optimization testing wins
- 27. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Homepage Info Page 1 Let’s look at that homepage again
- 28. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Take a look at the most detailed quantitative Google Analytics reports for KPI performance of the page in question.
- 29. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Google Consumer Surveys to ask potential customers how they feel about key issues/features.
- 30. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Usertesting.com is great for understanding how people perform tasks. Test broad tasks to help determine how to organize, narrow to help position.
- 31. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Use Qualaroo to allow users to rate a page and tell you what’s missing.
- 32. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Bring together quantitative and qualitative data to form hypotheses. Design and build a test with what you know.
- 33. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger Winner Control Are you accredited? What programs are online? Are you in Wisconsin? “I look for programs first, then locations.” “I don’t get all the movement.” Most degree-seekers care about outcomes “That person looks ‘X-Files green.’”
- 34. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger Winner Control Challenger Build a challenger that embodies design responses to questions posed by your thorough analyses
- 35. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Control Challenger 23% lift with 96% confidence
- 36. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten You don’t have to be a data scientist on the New York Times Research & Development team to score big data wins
- 37. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Instead, crack open your Visitors Flow report in your Google Analytics account
- 38. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @twitterhandle @JLBraaten Josh Braaten - @JLBraaten Associate Director of Inbound Marketing Collegis Education Thank you!