SEVEN ESSENTIAL REPORTS FOR ACTIONABLE INSIGHT

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1 GOOGLE ANALYTICS SEVEN ESSENTIAL REPORTS FOR ACTIONABLE INSIGHT Presented by Corte Swearingen, Digital Strategist 1

2 ABOUT ME Google Analytics Certified Market Motive Certified in Web Analytics Strategic Marketer for 23 years Experience working with both B2C and B2B Corte Swearingen Use analytics every single day to drive actionable insight and help businesses improve profits 2

3 INTRODUCTION Do you meet any of the following conditions? You have little (or no) experience with Google Analytics (GA) You ve used GA in the past and quickly got lost in a sea of numbers You need a quick way to measure the business health of your website You want to spend minimal time in GA, but get maximum insight If so, this presentation is for you! 3

4 OUR FOCUS FOR TODAY Review the top seven standard GA reports for actionable insight Review how to navigate to these reports High-level overview of each report (we will focus on macro insights) Suggestions on what the data means for your business and what to do with it (Actionable Insight!) Let s Get Started! 4

5 ESSENTIAL REPORT #1: The Sources Overview Report 5

6 SOURCES OVERVIEW REPORT How to get there: Acquisition > Channels, then click on pie-chart icon to the upper right of the data table Why this report is important: Shows if you are over or under-invested in certain traffic channels Actionable Insight: Tells you which traffic channels need more development Helps understand the balance between paid and free traffic Gives you a quick understanding of how your marketing department is driving traffic to the site 6

7 SOURCES OVERVIEW REPORT Here is what the report looks like: A session is the period of time a user is engaged with the website. Google used to call this Visits. 7

8 SOURCES OVERVIEW REPORT What to look for: Balanced Portfolio Unbalanced Portfolio The company on the right is getting too little traffic from organic search and has solid opportunities to increase their referral traffic, start a paid search program and newsletter. 8

9 SOURCES OVERVIEW REPORT Additional insight: Although there is no One Size Fits All, the below chart is a good starting point for traffic channel percentages: Traffic Channel Healthy Percentage Direct 20% Organic Search 20% Referral 15% Paid Traffic 15% Social 10% 20% Being overinvested in just a few channels is like placing all of your retirement money in a few stocks. Traffic diversification is the key to a healthy website that will be profitable in the long-term. 9

10 ESSENTIAL REPORT #2: The All Pages Report 10

11 ALL PAGES REPORT How to get there: Behavior > Site Content > All Pages Why this report is important: Shows the most viewed pages on your website Actionable Insight: Shows bounce rate of each page high bounce pages need fixin Identifies Page Value of each page (Revenue + Micro-Conversion Values ) Page Value = Unique Pageviews for the Page It shows the total economic value for each page of your site! 11

12 WHAT ARE MICRO- CONVERSIONS? Setting up micro-conversion goals in Google Analytics and assigning monetary value to those goals allows non-ecommerce sites to get value from this report! Micro-Conversion Goal Monetary Value Download PDF Guide $3 Newsletter Sign-up $5 Save to Wish List $10 Request a Catalog $5 Watch a Video $2 Register for Free Trial $7 Americaneagle.com can help you set these up in your Google Analytics account 12

13 ALL PAGES REPORT Here is what the report looks like: 13

14 Additional insight: ALL PAGES REPORT Here are the critical metrics to note within the All Pages report: Unique Pageviews Shows how many users have viewed the page within the chosen timeframe Entrances Shows the number of times the page acted as a landing page for the site Bounce Rate Shows the % of time visitors left after coming to the page as a landing page Page Value Shows the total business contribution of the page (macro + micro-conversions) 14

15 What to do with this information: ALL PAGES REPORT 1. Helps locate pages that drive high amounts of traffic, have a high Page Value and a high bounce rate. FIX, FIX, FIX!!! 2. Allows you to prioritize your efforts on fixing the pages that bring the most value to your business 3. Once you have a list of pages that need improvement, split test variations of these pages in an effort to lower the bounce rate. Lower bounce rate = improved engagement = more business value! What should you split test? Calls-to-action, static image versus videos, copy, forms, layout, headlines, button text, offers Be bold in your testing test the big stuff! 15

16 ESSENTIAL REPORT #3: The Goals Report 16

17 GOALS REPORT How to get there: Conversions > Goals> Overview Why this report is important: Shows total economic value of your website (macro + microconversions) Allows non e-commerce sites to measure business value by assigning monetary value to important site goals like newsletter registrations and document downloads Actionable Insight: Shows all micro-conversions that are converting as well as those that aren t 17

18 Here is what the report looks like: GOALS REPORT 18

19 GOALS REPORT Benefits of measuring micro-conversion goals: 1. Allows non-ecommerce sites to benefit from the insightful Page Value metric. 2. You can start to understand micro-conversion behavior between different visitor segments (mobile vs desktop, new vs returning, organic vs paid, etc.) in order to optimize outcomes..and the most important reason 3. You ll be happier. You ll stop focusing on 2% of site visitors and start measuring business impact from the other 98%. 19

20 ESSENTIAL REPORT #4: The Conversion Funnel Report 20

21 CONVERSION FUNNEL REPORT How to get there: Conversions > Goals> Funnel Visualization Why this report is important: Shows abandonment rate of each step of the checkout process Shows abandonment rate of any multi-step web funnel (e.g., product configurators, questionnaires, forms, trial offers) Actionable Insight: Lets you locate trouble spots within any multi-step process so that improvements can be made 21

22 CONVERSION FUNNEL REPORT Here is what the report looks like: This company has a major issue in the Checkout Confirmation step of the ordering process. Figure out the problem, fix it, make more money! Note: You may need Americaneagle.com s help in setting up your conversion funnels. 22

23 CONVERSION FUNNEL REPORT What to do with this information: 1. The average retail cart abandonment rate is about 65%. How is your company doing? 2. If you see a particular step seems to have a high exit rate, conduct some usability testing to pinpoint the issue if it isn t obvious. 3. Test different ideas for improvement. Single-page checkout vs multi-page checkout Security/Trust seals Testimonials Return policy Order summary info Guest checkout 23

24 ESSENTIAL REPORT #5: The Assisted Conversions Report 24

25 ASSISTED CONVERSIONS REPORT How to get there: Conversions > Multi-Channel Funnels > Assisted Conversions Why this report is important: Answers the question Is channel X more likely to be at the end of the conversion process or drive traffic that might convert later via a different channel? Actionable Insight: Allows you to see the true value of each channel (assisted conversions + final conversions) Gives insight on allocating your marketing budget towards expanding the most valuable channels 25

26 ASSISTED CONVERSIONS REPORT Here is what the report looks like: These are just estimated assisted conversion values, not real values Look at the Assisted Conversions column. These are the first interactions on the conversion path. The higher these numbers, the more important the channel s role in initiating new sales and conversions. 26

27 ASSISTED CONVERSIONS REPORT What to do with this information: 1. Identify the channel s total business value (assisted + last-click conversions) and allocate more of your marketing budget on making those channels even more valuable. 2. This report can be especially helpful in evaluating paid advertising channels. If you are breaking even (or even losing a little money) on your paid campaigns, but they are a strong assist channel, you may decide to increase the advertising budget knowing that sales will come in on the backend. Caution: The purpose of the Assisted Conversions report is to give you a broad understanding of which channels are good at starting the conversion with the visitor. Don t get hung up of the absolute $ value in the assisted conversions column. Larger numbers simply mean the channel is strong at assisting a conversion down the road. A channels value is the strength at which it assists a conversion as well as the strength in which it causes a conversion. 27

28 ESSENTIAL REPORT #6: The Mobile Report 28

29 THE MOBILE REPORT How to get there: Audience > Mobile > Overview Why this report is important: Shows visits and conversions by desktop, tablet and phone Can view monetary conversions and non-monetary conversions Actionable Insight: Allows you to see conversion rates by desktop, tablet, mobile Allows you to see bounce rate by desktop, tablet, mobile Allows you to see 1 st -time visits by desktop, tablet and mobile 29

30 THE MOBILE REPORT Here is what the report looks like: Questions to ask: 1. How does mobile conversion rate compare to desktop? 2. How does mobile bounce rate compare to desktop? 30

31 What to do with this information: THE MOBILE REPORT 1. Assuming you have a responsive site or at least a separate mobile version, use the information in this report to assess the overall health of your mobile strategy. If there is a problem, look at the following strategies to help identify the issue: Conduct mobile usability testing using inexpensive 3 rd -party providers like Consider a mobile exit survey from a 3 rd -party provider like Qualaroo. Will help determine why people are coming to the mobile version of your site and why they can t complete their task. Note: It s typical for mobile conversion rates to be lower than desktop rates. Depending on the complexity of your business, mobile may not convert well on your macro-conversion, but should convert well on your defined micro-conversions. Ignore mobile at your own peril! 31

32 ESSENTIAL REPORT #7: The In-Page Analytics Report 32

33 IN-PAGE ANALYTICS REPORT How to get there: Behavior > In-Page Analytics Why this report is important: Shows what visitors are clicking on for any page of your site Can view which clicks led to revenue or goal conversions Actionable Insight: Helps identify low-interaction pages Let s you see how visitors are interacting with your homepage Helps prioritize pages for testing & improvement 33

34 IN-PAGE ANALYTICS REPORT Here is what the report looks like: 34

35 IN-PAGE ANALYTICS REPORT What to do with this information: 1. Use it to identify which product categories visitors really care about on the homepage. 2. Use it to identify which areas of content visitors don t care about. 3. Use it to help create hypothesis on what changes to split test for improvement 4. Change the drop-down from clicks to revenue and see which links are actually driving revenue. 5. Change the drop-down to each of your micro-conversion goals to see which links are driving action. 35

36 FINAL THOUGHTS 1. Don t rely just on web analytics to guide your digital strategy. 2. Install an exit survey on your site in order to measure Task Completion Rate. Ask the following questions: Why did you come? Where you able to complete your task? If not, why? 3. Conduct quarterly usability testing to uncover additional improvements 36

37 HOW AMERICANEAGLE.COM CAN HELP 1. Help you define and set up your micro-conversion goals 2. Perform a comprehensive Google Analytics review for you site, including prioritized recommendations for improvement 3. Train your marketing staff on using Google Analytics for actionable insight (half-day, full-day or multi-day seminars) 4. Advanced training such as creating custom reports and visitor segmentation techniques 37

38 Questions? Corte Swearingen 38