Amanda McGowan - How to Avoid ‘Top Ten Data’ Syndrome: The Most Undervalued Analytics Reports

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‹#› https://www.flickr.com/photos/williambrawley/ AVOIDING TOP TEN   DATA SYNDROME The Most Undervalued Analytics Reports Seer Interactive @McGswagg

‹#› Top Ten Data Syndrome: /täp ten ˈdadəˈ sinˌdrōm/ Noun • The inability to look past the ‘top ten’ data pieces in a data set • An illness where only top data is deemed valuable for analysis and all other data is recklessly disregarded • Example: “I demand to see the top ten landing pages, top ten referral sites and top ten locations of my site’s visitors!” https://www.flickr.com/photos/kokopinto/ Seer Interactive @McGswagg

‹#› https://www.flickr.com/photos/kokopinto/ Luckily… there is a cure. https://www.flickr.com/photos/charlesonflickr/ Seer Interactive @McGswagg

REFERRAL DATA https://www.flickr.com/photos/speedoflife/ Seer Interactive @McGswagg

RANK WITH YOUR REFERRAL Seer Interactive @McGswagg

YOUR SITE THE REFERRING SITE Visitor Path Seer Interactive @McGswagg

‹#› How did the visitor reach the referral site to begin with? Seer Interactive @McGswagg

YOUR SITE THE REFERRING SITE THE REFERRAL RANKS Visitor Path
Seer Interactive @McGswagg

‹#› Your referrals have rankings too Seer Interactive @McGswagg

Determine where your site should be based on where your
referrals are. Seer Interactive @McGswagg

‹#› Seer Interactive @McGswagg

‹#› Referral Path Conversion Rate Seer Interactive @McGswagg

‹#› and you already know they convert. Now you’ve got a persona Seer Interactive @McGswagg

If the referral is getting the customers that love your
brand, why aren’t you? Seer Interactive @McGswagg

FIND THE PERSONA’S STARTING POINT Seer Interactive @McGswagg

‹#› Competitors Competitors Seer Interactive @McGswagg

‹#› Incorporate keywords your referrals are using and join them on page 1. Seer Interactive @McGswagg

‹#› Benefit from owning two ranking positions. Seer Interactive @McGswagg

DETERMINE WHAT TO   FOCUS ON WHEN YOU   GET
FEATURED https://www.flickr.com/photos/rogersg/ Seer Interactive @McGswagg

‹#› Ecommerce Conversion Rate Referral Path Seer Interactive @McGswagg

‹#› 0.85% Conversion Rate Seer Interactive @McGswagg

‹#› 2.03% Conversion Rate Seer Interactive @McGswagg

‹#› Focus on featuring a product instead of featuring the brand for higher conversion rates Seer Interactive @McGswagg

PERSONAS WITHOUT THE HEADACHE https://www.flickr.com/photos/londonmatt/ Seer Interactive @McGswagg

‹#› $4,000  1.08% Conversion Rate Seer Interactive @McGswagg

‹#› $4,000 1.08% Conversion Rate $10,000 1.37% Conversion Rate Seer Interactive @McGswagg

26% higher conversion Rate from the republished article Seer Interactive
@McGswagg

‹#› Another Comparison https://www.flickr.com/photos/furryscalyman/ Seer Interactive @McGswagg

‹#› $7,500 Quote Requests  0.62% Conversion Rate Seer Interactive @McGswagg

‹#› $27,000 4.73% Conversion Rate $7,500 0.62% Conversion Rate Seer Interactive @McGswagg

‹#› Don’t assume. Use your referral data. https://www.flickr.com/photos/spiderdog/ Seer Interactive @McGswagg

SITE SEARCH https://www.flickr.com/photos/ryanwick/ Seer Interactive @McGswagg

How's it work? https://www.flickr.com/photos/drp/ Seer Interactive @McGswagg

Why’s it matter? https://www.flickr.com/photos/denisemattox/ Seer Interactive @McGswagg

USER   EXPERIENCE https://www.flickr.com/photos/u-ri-bo/ Seer Interactive @McGswagg

‹#› Customers are accustomed to results. Seer Interactive @McGswagg

‹#› Customers are accustomed to assistance. Seer Interactive @McGswagg

‹#› Not everyone likes the mega menu. Seer Interactive @McGswagg

THE DATA! https://www.flickr.com/photos/small_realm/ Well...what kind of data are we working
with really? Seer Interactive @McGswagg

‹#› These are the 9% that can’t find what they’re looking for. Seer Interactive @McGswagg

‹#› You’re your own Google. Seer Interactive @McGswagg

‹#› 0% 4% 7% 11% 14% 14% 7% New Returning New Returning Seer Interactive @McGswagg

‹#› 0% 2% 4% 6% 8% 8% 4% New Returning Seer Interactive @McGswagg

‹#› 0% 4% 8% 11% 15% 15% 11% New Returning Customers see your site as the Amazon of your offering or product. Seer Interactive @McGswagg

FINDING DEAD ENDS https://www.flickr.com/photos/tadsonbussey/ Seer Interactive @McGswagg

‹#› with search results without search results Seer Interactive @McGswagg

‹#› Variations matter. Seer Interactive @McGswagg

CONTENT GAPS delivered to your front door https://www.flickr.com/photos/denverjeffrey/ Seer Interactive
@McGswagg

GENERAL   TROUBLESHOOTING Seer Interactive @McGswagg

Look past the top ten…. Seer Interactive @McGswagg

‹#› Confirm the accuracy of your search engine Seer Interactive @McGswagg

UNDERSTANDING INTENTION and changing the conversation https://www.flickr.com/photos/danielcoy/ Seer Interactive @McGswagg

‹#› But that’s only 5% all site searches… Seer Interactive @McGswagg

‹#› This is top ten data syndrome. https://www.flickr.com/photos/mamchenkov/ Seer Interactive @McGswagg

‹#› How about instead of the top 10 terms Lets look at the top 1,000 and every possible variation

‹#› cancel close delete deactivate terminate end stop pause suspend cancelar cancelar cuenta cancelar conta cancel cancel account cancel my account cancel subscription cancellation how to cancel Cancel cancel cancel service Cancel account how do i cancel my account cancel membership how to cancel account how to cancel my account how do I cancel my account how do i cancel cancel my subscription Cancel my account cancelation how do I cancel How do I cancel my account How do I cancel my account? cancelar cancell CANCEL Cancel subscription how to cancel subscription cancel account how do I cancel my account? Cancel Account cancelling canceling cancell account Cancel my subscription cancelar conta how do i cancel my cancel acount how do i cancel my account? CANCEL ACCOUNT cancelling account how to cancel my subscription canceling account Cancellation account cancellation cancel my membership cancelar cuenta how do I cancel my cancel the account cancel trial How do I cancel how to cancel subscription cancel account how do I cancel my account? Cancel Account cancelling canceling cancell account Cancel my subscription cancelar conta how do i cancel my cancel acount how do i cancel my account? CANCEL ACCOUNT cancelling account how to cancel my subscription canceling account Cancellation account cancellation cancel my membership cancelar cuenta how do I cancel my cancel the account cancel trial How do I cancel cancel subscription How to cancel how to cancel cancel billing cancel payment cancell subscription How to cancel account Cancel cancelling my account delete account delete my account delete account Delete account how do i delete my account close account close my account close how to close my account how to close account how do i close my account how do I close my account Close account CLOSE ACCOUNT close account Close my account deactivate deactivate account deactivate my account deactivated how to deactivate account Seer Interactive @McGswagg

‹#› Out of the first 1,000 terms searched on the site 20% (not 5%) directly related to account cancellations Seer Interactive @McGswagg

  CHANGE THE   CONVERSATION Seer Interactive @McGswagg

What Else? Seer Interactive @McGswagg

https://www.flickr.com/photos/aigle_dore/ LETS LOOK AT OLD DATA Seer Interactive @McGswagg

a land before… (not provided) https://www.flickr.com/photos/52630087@N08/ Seer Interactive @McGswagg

Visitor Path Site Search Keyword The Result Seer Interactive @McGswagg

Visitor Path Site Search Keyword The Result Organic Search Keyword
Seer Interactive @McGswagg

‹#› THIS GUY IS READY TO BUY Seer Interactive @McGswagg

‹#› NO FOURSEASON PANTS Seer Interactive @McGswagg

‹#› https://www.flickr.com/photos/jamesjordan/ Luckily…   you have   a persistent customer Seer Interactive @McGswagg

‹#› They use your site search  to give it a second try Seer Interactive @McGswagg

‹#› https://www.flickr.com/photos/chefranden/ Seer Interactive @McGswagg

‹#› Exact matches matter. Seer Interactive @McGswagg

Your content is not   specific enough. Seer Interactive @McGswagg

‹#› Data from 2011 can still be relevant today https://www.flickr.com/photos/gfreeman23/ Seer Interactive @McGswagg

Visitor Path Site Search Keyword The Result Organic Search Keyword
How often… are you making your visitor search twice? Seer Interactive @McGswagg

‹#› Remove (not provided) Remove branded Update all to lowercase Seer Interactive @McGswagg

‹#› But what about similar matches? Seer Interactive @McGswagg

‹#› Enter: Fuzzy Lookup https://www.flickr.com/photos/bonniesducks/ Seer Interactive @McGswagg

‹#› Enter: Excel Crashing…. @ethanlyon Seer Interactive @McGswagg

‹#› Organic Keyword Site Search Keyword % Similarity Seer Interactive @McGswagg

‹#› Narrow down to only the most similar. Seer Interactive @McGswagg

‹#› Organic Keyword Site Search Keyword % Similarity Seer Interactive @McGswagg

‹#› Organic Keyword Site Search Keyword % Similarity Unique Searches Seer Interactive @McGswagg

‹#› The same visitor path is occurring repeatedly Seer Interactive @McGswagg

So?   How often is this   actually happening? Seer
Interactive @McGswagg

‹#› As few as 9% and as many as 25% of visitors using site search may be searching for the same thing a second time Seer Interactive @McGswagg

Well what about   in 2015? Seer Interactive @McGswagg

‹#› Landing Page Site Search Keyword # of Occurrences Seer Interactive @McGswagg

‹#› The same visitor path is occurring repeatedly Seer Interactive @McGswagg

‹#› Landing Page Site Search Keyword # of Occurrences Seer Interactive @McGswagg

‹#› They give you a second chance Seer Interactive @McGswagg

Your content is not   broad enough. Seer Interactive @McGswagg

QUIT MAKING THE   CONSUMER   SEARCH TWICE   AND
GET IT RIGHT   THE FIRST TIME.  Seer Interactive @McGswagg

Don’t miss out on   what can come from  
looking past   the top ten. https://www.flickr.com/photos/glasgowamateur/ Seer Interactive @McGswagg

Amanda McGowan - How to Avoid ‘Top Ten Data’ Sy...

Amanda McGowan - How to Avoid ‘Top Ten Data’ Syndrome: The Most Undervalued Analytics Reports

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