Google Analytics Tricks for Huge CRO Advantage Featuring Dave Booth Founder & Principal Consultant

Transcription

1 Free Webinar Series Google Analytics Tricks for Huge CRO Advantage Featuring Dave Booth Founder & Principal Consultant

2 Our mission is to influence your visitors to take the desired action on your website or landing page ACT Copyright 2015, SiteTuners - All Rights #CRO #googleanalytics

3 MORE THAN 1250 CLIENTS since 2002 Copyright 2015, SiteTuners - All Rights #CRO #googleanalytics

4 Conversion Rate Optimization Services Conversion-centered website & landing page redesign Staff training and conversion mentoring A/B and multivariate test plan development Call us in on a single project or turn to us for ongoing monthly conversion support Copyright 2015, SiteTuners - All Rights #CRO #googleanalytics

5 Today s Expert: Dave Booth Founding Partner & Principal Consultant at Cardinal Path, advising companies in: web analytics and business intelligence statistical analysis and testing technology selection and deployment online and search marketing Recipient of the 2014 Digital Analytics Association s Practitioner of the Year Author of Display Advertising: An Hour a Day Teaches masters-level course in web analytics and online marketing at Monterey Institute of International Studies Author of multiple Lynda.com courses Copyright 2015, SiteTuners - All Rights #CRO #googleanalytics

6 Like a train out of the station Agenda Finding segments that are ripe for op9miza9on and conversion li> (Re)marke9ng to high value segments Leveraging product data to bolster AOV and up/cross sell Supercharge performance with a lijle personaliza9on 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 2

7 Finding ripe segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 3

8 What are segments? Never been to your site before Lives in California Loyal customer Accessing from a smartphone Your users are NOT all the same! Came in from a CPC campaign 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 4

9 Finding high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 5

10 Finding high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 6

11 Advanced segmentation 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 7

12 Advanced segmentation 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 8

13 Going further with Custom Dimensions Visitor Industry Lifetime value Game Level Frequent Flier Status Customer Type Login Status Subscription Level Lead score 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 9

14 Going further with Custom Dimensions Setting up Custom Dimensions requires a small amount of technical set-up, and also requires that you use Universal Analytics. hjps://developers.google.com/analy9cs/devguides/plaporm/customdimsmets 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 10

15 (Re)marketing to high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 11

16 Many segments are targetable 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 12

17 Retarget high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 13

18 Retarget high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 14

19 Retarget high value segments 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 15

20 Leveraging product data 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 16

21 An evolution What did they buy? What were they interested in but didn t buy? What are they going to want to buy next? 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 17

22 Product tracking Top selling products? What tends to be bought in quantity? Which drive the most revenue? Why am I looking at these reports again??? 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 18

23 Enhanced ecommerce 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 19

24 Enhanced ecommerce What were they interested in but didn t buy? 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 20

25 Enhanced ecommerce segmentation 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 21

26 Google Analytics secret Business 101: Make sure that this is the compe99on. Paren)ng 101: This is bad Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 22

27 Related products: Example Step 1: Which products are typically purchased together? 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 23

28 Related products API only What are they going to want to buy next? 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 24

29 Related products API only 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 25

30 Related products API only 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 26

31 Make high probability offers! 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 27

32 Drive onsite promotions & merchandising 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 28

33 Supercharge your segmentation! CRM platform SELECT * FROM customers WHERE puchase_city= San Diego AND course_ga101= purchased AND course_ga201!= purchased ; E-commerce 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 29

34 Supercharge your segmentation! 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 30

35 Retarget them! 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 31

36 Retarget them! 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 32

37 Personalization 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 33

38 Crawl, walk, run 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 34

39 Crawl: Let s take a look at campaign tags training.cardinalpath.com/ga201.html?utm_medium= &utm_source=product-mail&utm_campaign=201up utm_medium= & utm_source=product-mail& utm_campaign=201up 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 35

40 Crawl: Let s take a look at campaign tags if(utm_campaign= 201up ){ [change this picture] [change this text] [enable this popup] [etc..] } 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 36

41 Crawl: Let s take a look at campaign tags 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 37

42 Crawl: Let s take a look at campaign tags - Bill, past attendee 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 38

43 Walk: Make up your own parameters utm_medium=partners& utm_source=sitetuners& utm_campaign=segmentation 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 39

44 Walk: Make up your own parameters if(referrer contains sitetuners.com ){ [change this picture] [change this text] [etc..] utm_medium=partners& } utm_source=sitetuners& utm_campaign=segmentation 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 40

45 Walk: Use other parameters! 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 41

46 Walk: Use other parameters! training.cardinalpath.com/search-results/?cx= %3ajpd_yqwruwe&cof=forid%3a11&q=austin&sa=go if(q contains austin ){ [change this picture] [change this text] [etc..] } q=austin 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 42

47 Run: Set your variables alongside GA! var dimensionvalue= Silver ; ga( set, dimension4,dimensionvalue); setcookie( level, dimensionvalue, 30 days); if(level = Silver ){ [change this picture] [change this text] [etc..] } 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 43

48 Run: There are tools for this Purchase history Geography Weather Season Lead Scores Etc CMS, etc 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 44

49 Thank you! David Booth Founding & Senior Partner, Cardinal Path +Dave

50 Cardinal Path Training SPECIAL OFFER - 10% OFF small classroom training REGISTER PROMOTIONAL CODE: SiteTunersSpecial Valid anytime. Offer does not expire. TO LEARN MORE about Cardinal Path's Google AdWords or Google Analytics courses, please visit Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. #

51 Get a Free 15 Minute Conversion Review Interactive review of your key conversion paths Conducted by SiteTuners conversion staff Identify key segments and opportunities for customization Video transcript recorded via GoToMeeting Offer good only for companies generating at least $1 million annually in online revenue. New customers only please. To take advantage of this FREE offer you must schedule by March 6, 2015 Bit.ly/CROreview Copyright 2015, SiteTuners - All Rights #CRO #googleanalytics