Analytics for better conversion

From the methodology to the implementation in Google Analytics, learn how to:
- Define KPIs
- Measure KPIs
- Visualise KPIs
- Improve KPIs

Transcript

1. Analytics for better conversion
2. • Geoffroy Perriard • Digital Analytics and Performance Consultant • Working at Liip
3. Google Analytics
4. • Defining KPIs • Measuring KPIs • Visualising KPIs • Improving KPIs Agenda
5. Defining KPIs
6. • Performance
 Effectiveness of a thing/process in the completion of a goal • Performance Indicator
 A metric (=measure) of that performance • Key Performance Indicator
 “A metric that speaks more than others about performance” KPI = Key Performance Indicator
7. • Number of sales • Amount per sale • Percentage of visitors who bought a product KPIs examples for an e-commerce
8. Challenges • We can’t make sense of too much information. • We should not waste time staring at data. We need to understand how successful are the things we pilot Why do you need KPIs?
9. • As early as possible in the product lifecycle • Refine and iterate (every quarter) When defining KPIs?
10. • Speaks of your business objectives • Bases on reliable, accurate and obtainable data • Keeps everyone moving in same direction • Serves the business, not the ego • Supports concrete actions you could take • Is regularly revised to accompany business evolution What is a good KPI?
11. Monitoring Looking at the same KPIs and at their evolution in repeated manner and from the same point of view. Monitoring vs Exploring Exploring Making sense of data through statistical and graphical enquiries in a sequential and non-deterministic way.
12. A metric is a count, a ratio, a measurement, a stat • Number of people • Global revenue of an e-commerce A dimension is the a part of the world where the metric applies • Learn more about a metric distribution: segment, drilldown, ... • Restrict the observation of a metrics to a portion of the world: filter Metrics and dimensions
13. Metric vs dimension Dimension Metrics
14. • Number of sessions coming from CH • Share of visitors per region • Abandonment rate on forms • Participation rate for all sessions What are the metric and the dimension(s) in those KPIs?
15. Are you thoughtful?
16. • Our name is Ocean Clean • It is about cleaning plastics from oceans • Just started yesterday Association
17. Having a clear vision on what you want to achieve and how you want to achieve it
18. What are the objectives with the association?
19. Ending plastic pollution in oceans
20. What are the objectives, with the website?
21. • Increasing donation • Increasing consciousness about oceans’ issues • Acquiring new members They serve my business purpose Website objectives
22. What are you going to do on the website to achieve those goals?
23. Increasing donation = objective • Allowing people to donate through a form on the website = mission Increasing consciousness about oceans’ issues • Informing people about issues and solutions with blogposts Acquiring new members • Allowing people to register as member via a form A mission is a concrete solution you will achieve to accomplish your objective Website missions
24. Homepage
25. Volunteer registration form
26. Donation form
27. Blogpost
28. What could be our KPIs?
29. Increasing donation = objective • Allowing people to donate on the website = mission • ??? Increasing consciousness about oceans’ issues • Informing people about issues and solutions with blogposts • ??? Acquiring new members • Allowing people to register as member • ??? What could be the KPIs for our missions?
30. Increasing donation = objective • Allowing people to donate on the website = mission • # donations = KPI • # visitors who donate • % visitors who donate • $ AVG amount per donation Increasing consciousness about ocean pollution issues • Informing people about issues and solutions with blogposts • # visitors who read a blogpost = quantitative • % visitors who read a blogpost = qualitative Acquiring new members • Allowing people to register as member • # registrations • # visitors who register • % visitors who register
31. 1. Define objectives 2. Define KPIs 3. Refine and iterate Recap
32. Are you feeling lost?
33. Measuring KPIs
34. • Database • CRM (customer relation management) • ERP (enterprise resource planning) • Analytics tools • … Where do I get the data for KPIs?
35. • Google Analytics • Matomo • Fathom Analytics • Simple Analytics Analytics tool for the web
36. Metrics • # Users • # Sessions • % Conversion Rate • … Google Analytics
 metrics and dimensions Dimensions • Page • Source • Medium • … Google Analytics contains up to 255 metrics and 276 dimensions
37. Metrics and dimension cheatsheet on liip.to/gacheatsheet
38. Let’s have a look at Google Analytics ….
39. Conversion overview • Concret results • # Completion, % conversion rate, % abandonment rate Reverse Goal Path • Most common path taken by visitors to achieve a goal Funnel visualisation • Drop offs between goal steps Goal Flow • Similar as Reverse Goal Path What to look for in Google Analytics?
40. • Inform users about data collection and what your doing with it • Ask user consent to collect analytics data or • Let user output for data collection at least Respect user privacy rights
41. • Number of pageviews in total • Number of hits • Number of users • … Use conversion metrics instead Forget about vanity metrics
42. Are you still ok?
43. Visualising KPIs
44. • Google Data Studio • Tableau • Spreadsheet • … Choose a tool that is convenient for you and that helps you understand your KPIs Available tools
45. Let’s have a look at Google Data Studio ….
46. 1. Display only what is needed 2. Choose visualisation that help understanding your metrics 3. Refine your visualisation and iterate Recap
47. Improving KPIs
48. Increase qualitative traffic • SEO = Search Engine Optimisation • SEA = Search Engine Advertising Improve conversion path • A/B testing How to improve conversion
49. • Google Optimize • VWO • Optimizely • CrazyEgg What are the tools for A/B testing?
50. 1. Measure 2. Invest into A/B testing to improve your product and make user convert 3. Invest into SEO to gain qualitative traffic Recap
51. Are you feeling satisfied?
52. 1. Define objectives & KPIs 2. Measure 3. Adapt 4. Iterate Time } Every 3 months
53. geoffroy.perriard@protonmail.com