Actionable Analytics

Actionable Analytics

These days, most website owners and managers have some form of tracking on their site. The problem isn't getting the data, it's knowing what to do with it.

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Ross Johnson

May 26, 2016
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Transcript

  1. ACTIONABLE ANALYTICS How your website is performing and how to

    improve. 3.7designs.com / @37designs ≈
  2. WHAT IS ANALYTICS? 3.7designs.com / @37designs

  3. WHY USE ANALYTICS? 3.7designs.com / @37designs

  4. 3.7designs.com / @37designs ≈ LIFE CYCLE OF A WEBSITE IDEA

    PLAN DESIGN BUILD CONTENT LAUNCH
  5. 3.7designs.com / @37designs ≈ LIFE CYCLE OF A WEBSITE IDEA

    LAUNCH ≈ ANALYIZE ITERATE ANALYIZE ITERATE
  6. THE LAUNCH IS NOT THE END 3.7designs.com / @37designs

  7. IT’S THE BEGINNING 3.7designs.com / @37designs

  8. HOW DO YOU GET IT? www.google.com/analytics 3.7designs.com / @37designs

  9. INSTALLING IT ON WORDPRESS 3.7designs.com / @37designs MonsterInsights Better Google

    Analytics Google Analyticator Google Analytics
  10. 3.7designs.com / @37designs

  11. OVERVIEW 3.7designs.com / @37designs Sessions Pages / Session New Sessions

    Users Avg. Session Duration Pageviews Bounce Rate New vs Returning Visitors
  12. THERE’S LOTS OF DATA 3.7designs.com / @37designs

  13. OVERWHELMED 3.7designs.com / @37designs

  14. S TA R T W I T H WHAT’S IMPORTANT

    3.7designs.com / @37designs
  15. I ’ M TA L K I N G A

    B O U T KEY PERFORMANCE INDICATORS ohhhh it’s all about those KPI’s baby… 3.7designs.com / @37designs
  16. GOOD KPI’S? 3.7designs.com / @37designs Hits Visitors Time on Site

    Page Views Search Rankings Return Visits Popular Pages
  17. G O T C H A NOT USUALLY! 3.7designs.com /

    @37designs
  18. START WITH THE END 3.7designs.com / @37designs

  19. M O S T P E O P L E

    WA N T SALES, LEADS OR SIGNUPS 3.7designs.com / @37designs
  20. SALES -> CHECKOUTS 3.7designs.com / @37designs

  21. LEADS -> FORM SUBMISSIONS 3.7designs.com / @37designs

  22. LEADS -> CLICK 2 CALL 3.7designs.com / @37designs

  23. SIGN UPS -> NEWSLETTER 3.7designs.com / @37designs

  24. 3.7designs.com / @37designs

  25. 3.7designs.com / @37designs

  26. 3.7designs.com / @37designs

  27. SETTING UP GOALS 3.7designs.com / @37designs

  28. 3.7designs.com / @37designs

  29. 3.7designs.com / @37designs

  30. 3.7designs.com / @37designs

  31. 3.7designs.com / @37designs

  32. DEMONSTRATION Oh gonna set some GoOooOoAaaallllssss 3.7designs.com / @37designs

  33. W I T H G O A L S Y

    O U G E T … VALUABLE INSIGHTS 3.7designs.com / @37designs
  34. None
  35. WORKING BACKWARD Kind of like doing the hustle, but with

    data… so not like the hustle at all. 3.7designs.com / @37designs
  36. WHAT FACTORS INFLUENCE THE KPI’S? 3.7designs.com / @37designs Traffic Quality

    Traffic Quantity User Experience Content Content Misc. Events
  37. TRAFFIC QUAL & QUANT Are users coming from sources that

    indicate they are likely to be interested in your good or service? 3.7designs.com / @37designs
  38. 3.7designs.com / @37designs

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  41. DIGGING THROUGH TRAFFIC Are your campaigns working? Let’s look and

    see (demo) 3.7designs.com / @37designs
  42. USER EXPERIENCE Are people leaving before they find what they’re

    looking for? 3.7designs.com / @37designs
  43. BOUNCE RATE, PAGES & DURATION

  44. EXIT PAGES

  45. SITE SPEED

  46. MOBILE UX

  47. CONTENT What content are users most interested in? 3.7designs.com /

    @37designs
  48. TOP PAGES

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  51. TRACKING EVENTS Click a link, download a file, watch a

    video, etc… 3.7designs.com / @37designs
  52. ADVANCED CONCEPTS Custom dimensions, split testing, realtime tracking, etc… 3.7designs.com

    / @37designs
  53. THINGS TO KEEP IN MIND So you don’t make the

    wrong conclusions… 3.7designs.com / @37designs
  54. CORRELATION != CAUSALITY So you don’t make the wrong conclusions…

    3.7designs.com / @37designs
  55. STATISTICALLY SIGNIFICANT Make sure you’re viewing a large enough sample

    set. Sometimes one months worth of data isn’t enough. 3.7designs.com / @37designs
  56. SET BENCHMARKS FIRST Before you make a change, identify what

    you’re going to track and when the change has been made. 3.7designs.com / @37designs
  57. ABT ALWAYS. BE. TRACKING. 3.7designs.com / @37designs

  58. THANK YOU www.3.7designs.co 3.7designs.com / @37designs ≈