Using Google analytics to understand customer journeys. CRM for charity communicators conference, 2...

© Periscopix 2014 www.periscopix.co.uk

December 2nd 2014 - CharityComms


Landing Pages

Goals & funnels

Segmentation

Sales Pitch

Everything

(Extra tools)


Everybody has a great one…

Everybody loves this part…

Here is where things fall apart

No (or poor) data…no learnings


“I believe that most websites suck because HiPPOs create them.

HiPPO is an acronym for the Highest Paid Person’s Opinion.”

Avinash Kaushik


• Bounce

• Funnel

• Conversion

• Call to action

• Fold


• Call to action

• Clear message

• USPs

• Social Touch


Call to action

Clear message

USPs

Social Touch


Relevant to search

USPs visible

Human

Multiple calls to action

Navigation?


Generic traffic level:- Sessions per source/medium- BR by source/medium- Goals/conversion rate by source

Generic content level:- Top pages by sessions- Top pages by bounces- Top pages by page value

Specific traffic level:- sessions from Social Media- Revenue by email campaign

Specific content level:- Most popular pages for a given directory- Views of product pages

Site level:- Sessions - Time on site - Bounce rate- Users - Pages/session - Conversion rate

Macro conversions: £Sales£

Micro Conversions: social media interactions, email signups, registrations


• Actions of value

• Require proactive set up

• Up to 20 goals per view

• 4 main types of goal:

– Time on site

– Number of pageviews

– Event or action

– URL Based (also includes ecommerce)

• Becomes the measurement for page & traffic performance


Any goals with standard paths through to conversion can be tracked as funnels.

Where you’re losing potential customersFind out if you’re losing customers in the checkout process and identify ways to tweak your website and increase sales.


Different goals – different strategies… The devil is in the detail….


Divide your data into sections and analyse individually

In GA this is called ‘Advanced Segmentation’


• Demographics:

– How old are they?

– What are their interests?

– Where are they from?

– What language do they speak?

• Behaviour

– How frequently do they come?

– How many times have they been?

• Technology

– Which browsers are they using?

– Which OS are they using?

– What is their connection speed and screen resolution?

• Social

– Do they interact with your social media sharing buttons?

• Mobile

– Which mobile platforms are they on?


• Averages are problematic for gaining insight

• Strong trends can be hidden by averaging

• Segmenting gives context to a trend or change


Keywords

Terms associated with persona

Grouped by theme groups of terms

Keywords analysed in GA to examine behaviour(in conjunction with KPI definitions & survey results)

Terms associated with persona (according to logic)

Terms grouped into ‘themes’

Themes = segments. Analysed in GA


Persona GroupVisits (inc.surveys)

Visits Page/Session Time on Site Bounce Rate

Consumers X

Fisheries

Supply Chain

Media/NGO

The problem: No Engagement Consumers have a X% bounce rate (X is high)- ‘Food/recipe’ consumers have a bounce rate of XX% (XX is really high)


HeatMap ScrollMap ClickMap


Control Variation 1


• Marketing and communications experts - can create more effective marketing campaigns by identifying how most people find your site, and what they do once they get there.

• Products Managers – can see how each product is performing online and get identify ways of improving

• Website managers - can improve site engagement by tweaking pages that have been causing your visitors to leave.

• Business owners or high level execs - can see how their website can drive the business forward.

• IT/ Dev – can see how the website is performing in different devices/browsers and identify possible issues

• Content/ Editorial – can understand which type of content performs better for each segment of users so they can provide it


Analytics is a marathon where small steps matter…

Using Google analytics to understand customer journeys. CRM for charity communicators conference, 2...

Government & Nonprofit

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