Analytics & Visual Optimiser
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This document discusses how to use data and analytics to improve a website. It recommends using split tests to quickly change parts of the site, analyzing mobile usage separately from desktop, and focusing Google Analytics reports on metrics that can be changed like cart abandonment rates. Tips include only looking at important metrics, letting data come to you, and finding and fixing issues. Services are described like ongoing analytics help or one-off site audits and projects. The overall message is to use analytics to test changes and continuously make a site better.
Analytics & Visual Optimiser
- 1. How Can I Make my Site Better? Use data to find out what to fix
- 2. Background • Started out in mail order: 1978 – Fascinated by trying to make experience “better” • Started analysing how people use web sites: 1994 – Fascinated by trying to make experience “better” • Now I combine the two • (and I used to take pictures of bikes and skateboards)
- 3. Main Theme Make the site “better” … what does “better” mean
- 4. What has Wiggins got to with this?
- 5. Coming up •Change things in minutes not months •What about mobile? •GA tips
- 6. Change things in minutes …not months
- 7. Use split tests to change the site • Easy • Quick • Cheap • Very quick
- 9. What about Mobile? http://bit.ly/ScreenPagesMobile
- 11. Mobile: Use segments e.g. Visitor flow Use segments
- 12. Mobile: Custom dashboard Split tablets from phones http://bit.ly/GaMobileDashboard
- 13. GA Tips: stop wasting time • Only look at what matters • If you can’t change it, don’t look • Let the data come to you
- 14. Let the money come to you Revenue comparison by day Scoreboard with % change Broken down by source
- 15. 1 Configure a report
- 16. 2. Schedule the email Make that Sunday
- 17. GA Tips: look at stuff you can change
- 18. GA Tips: find and fix Cart abandonment rate
- 19. GA Tips: cart to start micro-funnel Example is for Magento with /onepage/ checkout
- 20. GA Tips: cart to start dashboard widget
- 21. GA Tips: 404s = stuff you can change http://bit.ly/GA404alerts Magento: Use this filter first Then set up matching goal
- 22. Final GA Tips Health Warnings: • Admin logins • ‘Raw’ unfilteredt profiles • Spare profiles • Track error messages
- 23. What do I do? • Long term (typically years…) retainer-based • Ongoing research and best practice advice • Systematic Voice of Customer Survey Analysis and trending • Ad hoc usability testing, troubleshooting and error tracking • Regular Google Analytics analysis (checkouts, KPIs, errors) • Medium term (3 to 6 days) one-off projects • Full site audits and recommendations for improvement • GA custom tracking and configuration • Short term (1 to 2 days) one-off projects • GA health check and advice • GA specific project analysis • GA custom reporting, support and training
- 24. I can help • GA check-up – Telephone discussion of business goals – Look at site and existing GA data • Deliver – Document • Summary of findings • Recommendations for profile settings (internal search, housekeeping filters & settings, brand search filters & segments) • Recommendations for engagement, conversion and error goals • Recommendations for checkout funnel reporting – Conference call to discuss
- 25. Just ask… Follow me on Twitter: @timlb Linked In, Facebook etc: http://profiles.google.com/tim.lboyce Links: Mobile dashboard: http://bit.ly/GaMobileDashboard Mobile report: http://bit.ly/ScreenPagesMobile 404 Error article: http://bit.ly/GA404alerts
Editor's Notes
- #3: Key point: not how long I’ve been doing this, but that I used to work as a direct retailer. My experience is very hands on. I did what many of you do, day in and day out.Then in 1994 started working on the pioneering commercial sites for people like Virgin Records and Pepsi, learning how people interact with sites on line and working out how to make that better.
- #24: I work in lots of different ways.Some people retain me for years on end and I get involved in many aspects of the web site, doing a lot of analytics, voice of customer analysis, usability testing and so on. It’s my job to keep up to date with “all this stuff” and feed it in to my clients business.