04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google
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Transcript of 04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google
Defining & Measuring Goals Timo Josten Partner Program Manager, Google Analytics
twitter.com/strudelmeister
conversionroom-japac.blogspot.com
Why Goals?
… you won't go far unless you know where the goal posts are. Arnold H. Glasgow
Google Confidential and Proprietary
Put the Numbers into Context: We’re Doing Awesome in Brazil! Right?
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Google Confidential and Proprietary
Different Story When Looking At Actual Conversions
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Brazil doesn’t even factor into our Top 10 markets by conversion rate.
INSIG
HT
• Provide localised content in Brazilian Portuguese
• Offer more attractive shipping rates for Brazil
• Are we accepting common forms of payment in Brazil?
• Should we open up a physical store?
AC
TION
Google Confidential and Proprietary
Primary goal conversion/s
Macro Goals + Your Opportunity
How do you measure success here?
Google Confidential and Proprietary
% completed orders
Different Visits, Different Purposes
product research
account signup
support
abandoned checkout
bounced
Are users engaged with the content?
Were users able to find the right contact info?
Why?
What influenced users to signup for accounts?
Google Confidential and Proprietary
The Consumer Decision Journey
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Source: McKinsey, June ‘09
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Google Confidential and Proprietary
STA
GE
GO
ALS
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What are your Customer Checkpoints? Purchased my product/service Visited “store locator” page Printing page of high value eg contact us, coupon Call tracking
Spent > 3 mins on my site Visited > 2 pages on my site
Watched our product video Visited “Product Features” page Visited “About Us” page Created membership account Read testimonials
Subscribed to newsletter/RSS Clicked the ‘Liked’ button on your site +1’d on Google+ Submitted testimonial/review
1. Initial Consideration
2. Active Evaluation
3. Moment of Purchase/Intent
4. Postpurchase Experience
Google Confidential and Proprietary
Booking A Movie Ticket
Google Confidential and Proprietary
Tracking Loyalty & Mobile App Downloads
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Tricks Of The Trade
Google Confidential and Proprietary
Google Analytics: Goals
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“Google Analytics Help Centre”
Google Confidential and Proprietary
AdWords Conversion Tracking
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-‐ No complex Google Analy1cs tagging. One code snippet on ‘Thank you’ page.
-‐ AdWords Conversion Tracking: Which paid clicks lead to conversions?
“Google AdWords Conversion Tracking”
Google Confidential and Proprietary
Assisting Players - The Key To Kicking Goals
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Google Confidential and Proprietary 15
Homework J ST
AG
E G
OA
LS
Initial Consideration
Active Evaluation
Moment of Purchase
Postpurchase Experience
THANK YOU
twitter.com/strudelmeister
conversionroom-japac.blogspot.com