Measuring Success with Google Analytics - which traffic sources are more likely to convert?
-
Upload
netsquared-vancouver -
Category
Self Improvement
-
view
1.130 -
download
0
description
Transcript of Measuring Success with Google Analytics - which traffic sources are more likely to convert?
![Page 1: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/1.jpg)
Wednesday, December 8, 2010
![Page 2: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/2.jpg)
Sponsor
www.CreativeTechnology.org
Wednesday, December 8, 2010
Provided venue FREE for last month and this month too. Until mid March, when they open W2 Woodwards.
![Page 3: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/3.jpg)
Wireless internet
SSID: W2 StoryeumPass: 6046444349
Wednesday, December 8, 2010
![Page 4: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/4.jpg)
Things you should know
• My name’s Eli. I’m your volunteer organizer
• Washrooms are over there!
• Sign-up at NetTuesday.ca for updates
Wednesday, December 8, 2010
![Page 5: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/5.jpg)
What is Net Tuesday?
• Net Tuesday is an initiative of TechSoup
• Monthly meetups for nonprofits and their allies in technology, marketing and communications.
Wednesday, December 8, 2010
![Page 6: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/6.jpg)
A global network of volunteers
Wednesday, December 8, 2010
85+ monthly meetups
![Page 7: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/7.jpg)
Goal conversion with Google Analytics
Wednesday, December 8, 2010
Nerd times!
![Page 8: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/8.jpg)
Wednesday, December 8, 2010
So, you think the topic is boring? OR....
![Page 9: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/9.jpg)
Wednesday, December 8, 2010
TERRIFYING!
![Page 10: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/10.jpg)
Let’s be data nerds
Wednesday, December 8, 2010
![Page 11: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/11.jpg)
Wednesday, December 8, 2010
Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only have enough time to deal with two marketing/communications channels? This case study should help you figure our which channel brings you the most value.
![Page 12: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/12.jpg)
The experiment
Wednesday, December 8, 2010
![Page 13: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/13.jpg)
http://action.davidsuzuki.org/C-311
Wednesday, December 8, 2010
A standard petition.
Protesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act. The Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.
![Page 14: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/14.jpg)
Share-with-a-friend
Wednesday, December 8, 2010
The secret sauce to any petition is the share feature.It’s the core of list growth for many organizations.
![Page 15: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/15.jpg)
Wednesday, December 8, 2010
Share on FB and Twitter, plus an email form.
![Page 16: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/16.jpg)
Wednesday, December 8, 2010
And now we REALLY get into data nerdiness
![Page 17: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/17.jpg)
Glaven!
Wednesday, December 8, 2010
![Page 18: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/18.jpg)
Wednesday, December 8, 2010
WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the form and sent an email to the Prime Minister.
NOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not track the share-with-a-friend-by -email link.
![Page 19: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/19.jpg)
Lots of data
Wednesday, December 8, 2010
But what does it mean? Sometimes we have to make educated guesses.And the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000 visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative measures vs. hard numbers.
![Page 20: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/20.jpg)
So we know our conversion rates on
Action.Davidsuzuki.org...
Wednesday, December 8, 2010
![Page 21: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/21.jpg)
But what’s our conversion rate going back one more step to the source website or
email?
Wednesday, December 8, 2010
![Page 22: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/22.jpg)
Source List/audience size # of links clicked % click thru TO form landing page
# of petitions signed via form
Form % conversion Notes
Facebook.com
Direct - inc. email shares and Twitter apps
Action alert email
Reddit.com
DavidSuzuk.org homepage
Defi Nature email
Climate blog (Morag)
Science Matters email
110,000 plus shares
15,155 ? 6,365 42%No way to track which came via DSF facebook and which came via other shares
?? 12,401 ? 2,480 20%Most of this probably comes from the share with a friend link.
32,000 8,395 26% 5,070 60%Sent to ppl who had completed an action in the past
? 3,206 ? 762 24% A surprise!
18,084 1,966 10% 255 13% Views of homepage over two week period
5,000 501 10% 343 69%Launched several days after the English. Issue starting to cool. Not an advocacy-only list.
1,000 416 41% 172 41% Added link mid day on Nov 19. Top of page
?? 364 ?? 92 25%Most Twitter traffic was lost. Probably in "Direct"
14,000 292 2% 146 50% One of many links in email
Recipient click-thru rates and conversion rates
Wednesday, December 8, 2010
What can we learn from all this?
+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with several links don’t drive clicks (see Science Matters)
+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually convert at a higher rate than our general email list.
+DSF homepage drove traffic, but converted very badly. General audience hard to target
![Page 23: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/23.jpg)
Wednesday, December 8, 2010
Ouch!Let’s wash out brains off after all that hard work.
![Page 24: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/24.jpg)
So, how do you track a campaign like this?
Wednesday, December 8, 2010
![Page 25: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/25.jpg)
Two steps
1. Setup task-completed Goals
2. Tag your URLS
Wednesday, December 8, 2010
![Page 26: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/26.jpg)
Goals
Wednesday, December 8, 2010
Go into your Google Analytics Settings and add a new goal.You need to have a separate URL for each step and can’t leave your domain.
Google Help: How to setup goals and funnels. http://goo.gl/bbWoz
![Page 27: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/27.jpg)
Wednesday, December 8, 2010
Stay with me! We’re almost there!
![Page 28: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/28.jpg)
Tagging your links
URL-builder: http://goo.gl/v4vQk
Wednesday, December 8, 2010
![Page 29: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/29.jpg)
Action.DavidSuzuki.orgto
http://Action.DavidSuzuki.org/?utm_source=Science-Matters&utm_medium=email&utm_campaign=C311
Wednesday, December 8, 2010
The tagged URL is gibberish!But you don’t need to create these manually.
![Page 30: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/30.jpg)
Google campaign URL builder
Wednesday, December 8, 2010
URL-builder: http://goo.gl/v4vQk
![Page 31: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/31.jpg)
Wednesday, December 8, 2010
And you’re done!
![Page 32: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/32.jpg)
Group buying and deals
Wednesday, December 8, 2010You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow rapidly. But did you know that Groupon evolved out of the social-change focused online community The Point?
• How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites? • What’s the best way to structure the deal? • Is it right for you and your organization?
![Page 33: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/33.jpg)
The Panel
• Annalea Krebs, Founder and CEO of ethicalDeal
• Chris Mathieson, Executive Director of the Vancouver Police Museum
Wednesday, December 8, 2010Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.
ethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)
Annalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change, and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.
Chris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being unafraid to take small risks in social media and other emerging technologies.
A few additional notes from Chris:
“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”
![Page 34: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/34.jpg)
30 second updates!
Wednesday, December 8, 2010
![Page 35: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/35.jpg)
Next event
Tuesday, February 1
W2 Storyeum
TOPICShould your nonprofit be selling merchandise online?
Wednesday, December 8, 2010
![Page 36: Measuring Success with Google Analytics - which traffic sources are more likely to convert?](https://reader034.fdocuments.us/reader034/viewer/2022051609/546f0ca9af795985298b59b1/html5/thumbnails/36.jpg)
socialmediaunplugged.ca
Wednesday, December 8, 2010
I’ll be presenting at Social Media Marketing Unplugged in January.Before & Up to Dec 20: $159