Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014
- 1. Understanding Your Customers Through Google Analytics 1 @Moz @AlysonMurphy
- 2. 2 Okay, so… Let’s look at our customers in Google Analytics #DEast14 @AlysonMurphy
- 3. THAT’S A LOT OF REPORTS! 3 #DEast14 @AlysonMurphy bit.ly/photo-source-wow
- 4. Alyson, I’ve got this. 4 #DEast14 @AlysonMurphy
- 5. 5 The New vs Returning Report 50% New 50% Repeat #DEast14 @AlysonMurphy Lower Bounce Rate for Returning
- 6. That’s cool. But so what? 6 #DEast14 @AlysonMurphy bit.ly/photo-source-tiger
- 7. You can describe the basics with the basic reports, but let’s make it actionable! 7 #DEast14 @AlysonMurphy
- 9. Let’s back up a step 9 #DEast14 @AlysonMurphy
- 10. To understand your customers, You must first understand yourself. 10 #DEast14 @AlysonMurphy
- 11. Let’s map out your objectives 11 #DEast14 @AlysonMurphy
- 12. Why does your company exist? 12 #DEast14 @AlysonMurphy
- 13. 13 At Moz, we create software to help companies get visibility on the internet. #DEast14 @AlysonMurphy
- 14. We want our customers to use our tools successfully… But how do they get there? 14 #DEast14 @AlysonMurphy
- 15. 15 Primary Goals for our Customers #DEast14 @AlysonMurphy
- 16. 16 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
- 17. 17 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
- 18. 1 18 #DEast14 @AlysonMurphy 2
- 20. 1 2 3 20 #DEast14 @AlysonMurphy
- 21. 21 #DEast14 @AlysonMurphy bit.ly/ RegEx-helper 1 2 3
- 22. 22 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
- 23. 1 2 3 4 5 23 #DEast14 @AlysonMurphy
- 24. 24 #DEast14 @AlysonMurphy bit.ly/ funnel-problems
- 25. Now let’s make this actionable. 25 #DEast14 @AlysonMurphy
- 26. Segment Segment Segment 26 #DEast14 @AlysonMurphy
- 27. Bad News Can’t Directly Segment the Funnel 27 #DEast14 @AlysonMurphy
- 28. Good News We can still get an actionable report 28 #DEast14 @AlysonMurphy
- 29. 29 Segment on Marketing Campaign 1. Go to the Campaigns report. 2. Build segments. 3. Build report in Google Spreadsheet. #DEast14 @AlysonMurphy
- 30. 30 Segment Design Got to Product Pg Got to Product Pg, Got to Checkout #DEast14 @AlysonMurphy Not further Got to Checkout, Not further Made it all the way
- 31. 31 Segment Design 1 2 3 4 5 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + + + + + Checkout Page + + + - Free Trial Sign Up + - -
- 32. 32 Segment Design 1 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up +
- 33. 1 2 3 33 #DEast14 @AlysonMurphy
- 34. 1 34 #DEast14 @AlysonMurphy
- 35. 1 2 3 4 35 #DEast14 @AlysonMurphy
- 36. 2 1 36 #DEast14 @AlysonMurphy
- 37. 37 Segment Design Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up 2
- 38. Pro-tip Cheat! Copy and alter segments 38 #DEast14 @AlysonMurphy
- 39. 1 39 #DEast14 @AlysonMurphy 2 3
- 40. 1 2 Rename Get rid of this step 40 #DEast14 @AlysonMurphy
- 42. 42 Segment Design Got all the way Got to Checkout Got to Product Pg 4 Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up -
- 43. Repeat the Cheat! Copy and alter the segment 43 #DEast14 @AlysonMurphy
- 44. 1 2 3 44 #DEast14 @AlysonMurphy
- 45. Whew! That was a lot of segments. 45 #DEast14 @AlysonMurphy
- 46. Now let’s look at the report 46 #DEast14 @AlysonMurphy
- 47. 1 47 #DEast14 @AlysonMurphy bit.ly/ utm-codes
- 48. If you are going to look at it once, Pull those numbers into Excel. 48 #DEast14 @AlysonMurphy
- 49. If you want to report over time, That’s a big pain. 49 #DEast14 @AlysonMurphy
- 50. Good News There is a Google Spreadsheet add-on 50 #DEast14 @AlysonMurphy
- 51. 51 Google Spreadsheet Add-on 1. Go to bit.ly/ga-addon 2. Install the Add-on 3. Grant permissions #DEast14 @AlysonMurphy
- 52. 52 Google Spreadsheet Add-on 4. Go to drive.google.com 5. Create a new spreadsheet 1 2 #DEast14 @AlysonMurphy
- 53. 53 Google Spreadsheet Add-on 6. Go to Add-on Menu 7. Create new report #DEast14 @AlysonMurphy 1 2
- 54. 54 Google Spreadsheet Add-on 8. Name your report 9. Select account info #DEast14 @AlysonMurphy
- 55. 55 Google Spreadsheet Add-on 10. Select metrics #DEast14 @AlysonMurphy
- 56. 56 Google Spreadsheet Add-on 1 Add dates 2 Change XX #DEast14 @AlysonMurphy to Goal # (18)
- 57. 57 Google Spreadsheet Add-on IS FOLLOWED BY #DEast14 @AlysonMurphy bit.ly/ga-segments-1 bit.ly/ga-segments-2
- 58. Rinse and repeat with your other segments 58 #DEast14 @AlysonMurphy
- 59. 59 Example Report #DEast14 @AlysonMurphy
- 60. 60 Example Report #DEast14 @AlysonMurphy Why so low? - Not trying to sell with email Why so different? - Need to improve Landing Pages
- 61. Rinse and repeat with other segments types 61 #DEast14 @AlysonMurphy bit.ly/photo-source-dog-pool
- 62. Rinse and repeat with other business objectives 62 #DEast14 @AlysonMurphy
- 63. GET TO KNOW YOUR CUSTOMERS 63 #DEast14 @AlysonMurphy