Trevor Claiborne Avvo 2010

Google Analytics & Website Optimizer

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Google Confidential and Proprietary

Google Analytics & Website Optimizer

Trevor ClaiborneProduct Marketing ManagerGoogle Analytics & Website Optimizer@tclaiborne 1Presented January 22nd, 2010

Powerful. Flexible. Intelligent


An Overview of Google Analytics’ New Features

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Powerful. Flexible. Intelligent

What is Analytics?

Google Confidential and Proprietary 3

Advanced Segmentation


Custom Reporting


Agenda

1

2

Powerful• Engagement goals … and more of them!• Advanced Data Analysis

Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports


Intelligent• Analytics Intelligence• Custom Alerts• Annotations

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Q: I don’t see feature X in my profile or account


This is a phased roll-out of new features

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• Engagement goals … and more of them!

• Advanced Data Analysis

Powerful


• Advanced Data Analysis

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Engagement Goals…and more of them


and more of them

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Goals

4 �� 20


Engagement Goals

• Before: Could only track pageview goals – goals that relied on a visitor landing on a specific page

• Today: Track non-pageview goals


Advanced Data Analysis


Advanced Data Analysis

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Advanced Table Filters

Ordering by Average

Value

Not statistically significant


Filter By Visible Dimensions and Metrics


Setting the Filter Rules


View Filtered Results


Secondary Dimensions


Pivoting


• Multiple Custom Variables

• Managing & Sharing Segments and Custom Reports

Flexible


• Managing & Sharing Segments and Custom Reports

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Multiple Custom Variables


Multiple Custom Variables

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Better Insights with Custom Variables

Registered Member

Premium Subscriber

Returning Customer

Placed item in cart

Added friend to network

Logged out of account


Visited Specials page

Visited the blog

Went to the Help Center

Managing & Sharing Segments


Managing & Sharing Segments and Custom Reports

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Manage & Share Custom Segments


Preview, Customize, and Save


Sharing Completed


Do the Same with Custom Reports


Intelligent


• Analytics Intelligence

• Custom Alerts

• Annotations

Intelligent

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Analytics Intelligence



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Data Overload?


Daily Intelligence Alerts


Weekly Intelligence Alerts


Monthly Intelligence Alerts


Adjust Sensitivity and Create Segments

Manage the sensitivity of the changes


Custom Alerts


Custom Alerts

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Create Custom Alerts


Create and Save the Alert


Annotations


Annotations

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Annotations


Recap


Recap

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Google Analytics New Features

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2

Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Data Analysis

Flexible• Multiple Custom Variables


• Multiple Custom Variables• Sharing Segments and Custom Reports

Intelligent• Analytics Intelligence• Custom Alerts• Annotations

3

Resources

• Google Analytics Bloghttp://analytics.blogspot.com

• Google Analytics Help Centerhttp://www.google.com/support/analytics/

• Google Analytics Developer Docs: http://code.google.com/apis/analytics/docs/

• Google Analytics Individual Qualification:


• Google Analytics Individual Qualification:http://www.google.com/support/conversionuniversity/?hl=en

• Google Analytics Authorized Consultantshttp://www.google.com/analytics/partners.html

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Google Website Optimizer


Why you need to be testing

Google Website Optimizer

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xkcd.com

What is website testing?

Website testing is the process of showing different variations of your site to your visitors, and measuring performance to find


visitors, and measuring performance to find content that performs better.

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Like direct mail

33%


33%

33%

So what is Website Optimizer?

Website Optimizer does two things:

• Shows different variations of site content to visitors


to visitors

• Measures and reports on the

performance of those variations

How many of you are testing now?


How many of you are testing now?

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So which one was the winner?


So which one was the winner?

All of ‘em


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Best practices for testing


Best practices for testing

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Pick a good test page

• Does the page have a clear goal?

• Does it have substantial traffic?

• Can you change the page?


• Can you change the page?

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Make a few BIG changes

• You have less than 5 seconds to make an impact

• If you can’t see the difference in a few seconds, neither will visitors


seconds, neither will visitors

• Make big changes first, fine tune later

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xkcd.com

Remember: It’s an experiment

• It’s worth testing any idea

• Iterate, iterate, iterate

• Be methodical in your approaches


• Be methodical in your approaches

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Let’s talk about the HiPPO

H

i

P

ighest


P

P

O

aid

erson’s

pinion

www.google.com/WebsiteOptimizer

• Best practices and case studies

• Website Optimizer Authorized Consultants

• Blog – websiteoptimizer.blogspot.com

• Forums

More resources


The Techie Guide


Download it at:google.com/websiteoptimizer/techieguide

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Thank you!


Thank you!

Trevor Claiborne

[email protected]

@tclaiborne

Trevor Claiborne Avvo 2010

Technology

Transcript of Trevor Claiborne Avvo 2010