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Recap of the Google Analytics Partner Summit 2011

Published September 23rd, 2011 Analytics No Comments

As most of the world has heard already, SwellPath has recently been accepted into a very elite group of Google Analytics (GA) professionals.  SwellPath has recently become a Google Analytics Certified Partner (GACP).

 

What’s a GACP? 

Being a GACP means that Google has validated SwellPath’s work in regards to advance implementation of the solution, advanced analysis and very importantly a proven and effective process for engaging our customers and understanding how their business needs translate into web data, insights and areas for optimization.  As a member of the GACP, we now have access to new GA features that are in the testing phase, access to the GACP forum for shared QA among partners and the Google Analytics team and finally an invitation to the annual Google Analytics Partner Summit.

While the majority of the amazing improvements to the platform are not public yet and therefore confidential, we can’t mention specifics on new features or release dates.  GACPs got an inside look at demos of new features that will be rolled out to the public soon and others that are still in the testing phase.  The main takeaway from the new feature demos is that Google is really putting a lot of resources into improvements in data collection, speed, UI and data access.

What does this all mean? 

The gap between the large enterprise solutions and GA will be diminishing over time.  The new features will make GA an even more robust solution and narrow that gap where the current large enterprise solutions have the advantage.  SwellPath has helped clients migrate from enterprise solutions to GA and the “easy” part was building a custom tagging strategy that met the client’s needs and provided, at the very least, the same data collection as they were getting from their enterprise solution.  The big difference was in the UI and reporting options/features/visualizations that the enterprise solutions offered once the implementation was complete.  The enhancements to GA that are currently in the queue will meet or exceed what the other enterprise solutions offer.

So what does Google get out of this? 

Google does like to do things for “free” but why are they aggressively making improvements to GA that will help all of us non-paying GA users do our job?  The writing on the wall was there if you looked at it.  Deeper validation and attribution of ad spend and social media investment.  Can you hear a CMO asking what was our ROI for that $20k social media campaign?

At the Summit, Google showcased some amazing features of Android and Google+.  Why? The data is showing that social spend needs to be justified and therefore measured more precisely (PostRank acquisition) and the dramatic upward momentum in the mobile world is where more and more people will be connecting with the internet, maybe the majority in the near future…  With these massive changes in how and where people engage with the web you can either be reactive and roll out solutions to solve the tracking issues once they surface or proactive and develop a tool that will be prepared to incorporate the changes before they are occurring.  An example of this is the release of the Multi Channel Funnels report.  The data is there for everyone to see but are we even ready to use this data to drive our marketing mix strategy?  Maybe and maybe not quite yet.  Have CMO’s been asking us for the top multi-session funnel paths?  Providing inherent value to each user touch point across multiple sessions from multiple sources is a pretty advanced tactic to try and determine your perfect marketing mix. What it does do is provide more data to validate marketing spend across different ad space via the metric of “assisted conversions”.   BTW – Google makes money selling ads.

There are lots of exciting improvements and announcements coming down the pipe from Google Analytics.  Keep an eye out for some big announcements coming soon and new reporting features being rolled out in the near future.

How to Measure the Effectiveness of Internal Campaigns Part 2

Published August 5th, 2011 Analytics 1 Comment

Part 2: Analyzing Your Internal Campaign Performance

Now that you have thoroughly read through my previous blog post Part 1 – How to tag internal campaigns with Google Analytics, its time to tackle the question of, “What to do with all this awesome new data?”.  This post will provide some insight on how to use the data collected on your internal marketing campaigns to measure their effectiveness and optimize your campaigns.

A good metric to start with is click through rate (CTR) of your on-site promotions.  To get this metric, take the total clicks on your tagged campaign from your event tracking report and divide this by the total pageviews of the page the promo was located on (internal campaign clicks/total pageviews of campaign page = CTR).  Make sure that your reporting periods are aligned when you pull these numbers.

The CTR will give you insight into the ability of the internal campaign to generate clicks and visitor interest.  Some factors to consider adjusting to drive up your ad’s CTR would be page position, messaging, call to action copy, creative or the page you chose to place the ad on may not be appropriate for that message.  The CTR is also a good metric to use if you are doing comparative analysis on multiple campaigns within a single page such as a homepage or custom landing page.  In this scenario, positioning within the page becomes even more relevant.  When you tagged your campaigns, you added in a positioning reference into the value making your life much easier when it came time to analyze the data.

Clicks are great but are they converting?  That is the main reason for non-branded advertising whether it’s internal or external.  Even with a branded message, your goal is to drive some kind of interaction or content consumption which can be typically be defined and measured against.  With ecommerce or B2B lead generation, it is easy to get the complete picture.

Visitors who click on your internal campaign and thus fire off an event tag, custom variable tag or both, have entered themselves into a nicely defined custom visitor segment.  Let’s use an example where the internal ad is for 50% off Troy Polamalu jersey’s at the NFL store.  The CTR would obviously be through the roof and there would be a ton of people rockin’ Polamalu jerseys thus making the world a better place.  However, a couple people might click on the ad and not actually make a purchase – losers!  How can we map the action of clicking on the internal campaign with the end conversion point of making a purchase?  This can be done through custom segmentation.  You can build an advanced segment to apply the value of the event tag to your visitor segment.

In this scenario we would build out the advanced segment to include > Event Label > Exactly Matching > Polamalu Jersey. 

Then simply apply this custom segment to your ecommerce and/or goal reports to get your conversions and conversion rate.  But what if someone clicked on the Polamalu Jersey promo then bought an Brian Urlacher jersey?  Like that would ever happen…..You can apply your custom Polamalu Jersey segment to your product performance report and see how many Polamalu jerseys (and anything else) this visitor segment purchased.

If you were exceptional with your tagging and utilized a custom variable tag for your internal campaign and set it at the visitor level, you could then measure how many visitors clicked on your internal campaign and made a purchase or converted throughout multiple sessions.  Maybe your visitors are going off-site and doing some comparison shopping but can’t find a better deal than 50% off so they return 3 days later and purchase.  The custom variable would still be attributed to that visitor and the sale can be associated to your internal campaign.  The custom variable report provides data on your goals and ecommerce within the standard report so you only need to build out a custom segment to get more granular information such as total conversions or specific products purchased.

If you internal campaign is pushing a message for a quick sale, you may find value in applying your newly built custom segment to your goal funnel visualization report.  If the campaign message is a pushing a short term conversion (Sale is Today Only!!!!), you can apply this custom segment to your goal funnel visualization report and to see how your conversion path is holding up to visitors who “should” have a strong desire to convert.  You may find that your offer is great but once visitors see the shipping price there is a large increase in abandonment.

Finally, apply your custom segment to visitor attribution reports such as organic and paid search keyword reports.  This can provide  you with insight into which keywords visitors are using to find your site that would be interested in the specific offer you are promoting.  You can scrape out some findings from the keyword reports to target some new keywords for similar promotions you may run in the future.  Also see which keywords are more likely to lead to a conversion if the visitors are provided a direct path to conversion and a compelling offer.

These are just a few examples of how to make excellent use of your properly tagged internal campaigns.  There are many other ways to slice apart the data from your campaigns and build out more detailed custom segments.  You can aggregate your findings over time across multiple campaigns to find the bigger trends and build out a framework of what a successful internal campaign looks like for your business.

How to Measure the Effectiveness of Internal Campaigns

Published July 6th, 2011 Analytics 1 Comment

Part 1 – How to tag internal campaigns with Google Analytics

Nearly all websites have some type of internal campaign or banner ad on their homepage or other key pages.  Whether it is a homepage marquee or tout image boasting free shipping, 4th of July tent sale, free product demo, webcast signup, industry event, etc., all of these onsite banner ads or internal campaigns should be properly tagged, measured and analyzed to maximize the results and optimize your next promotion.  If SwellPath decided to promote Free Web Analytics Consulting services, we would certainly want to measure the effectiveness of this campaign to determine how many visitors want our services for free and how much revenue we were losing with each conversion.  After watching way too many episodes of Google Analytics TV with Avinash and Nick – you know you’re a nerd when… – I found that correctly tagging internal campaigns was a re-occurring topic and that lots of practitioners may be doing this incorrectly or are not sure of the best way to tag and track internal campaigns.

You may be thinking that you should use campaign tracking parameters to append your internal links and then you can view these in your campaign reports.  DO NOT DO THIS.  It is highly advised not to utilize this tracking method for internal campaigns.  You can cause problems (mixing) with your “true” campaign data by doing this and it is really not the proper use of campaign tracking parameters.  Here is an example of some bad advice in the Google Analytics help forum:


There are a few options for properly tagging your internal campaigns:  event tracking, custom variables or utilizing internal site search.

Using internal site search for campaign tracking works in a similar way as external campaign tracking.  The links would have to be appended with a query string (example: www.site-page.com/?itc=campaign-name&icd=campaign-details) and GA allows for 2 values to be passed through this method.  If you choose this option, it is ideal to setup a new profile specifically to capture this data.  This will help segment your actual site search data apart from this “fake” site search data.  All in all, this method takes a little back end setup and is using a feature in a way that is not its intended use.  Justin Cutroni has a good blog post on how to implement site search tracking if you want more details.

When tagging internal campaigns for our clients, we typically recommend event tracking, and in some cases, utilizing custom variables set at the visitor level.  Event tracking allows you to capture all clicks on your internal campaigns and offers more flexibility in your naming conventions by making use of the category, action and label values.  You can designate your internal campaigns with the category value, use the action value to differentiate banner location on the site and use the label for the creative details and in the example below, add in another positioning reference “R”.  One last element that you can place within the tag itself is the launch date of the internal campaign.  This is very helpful especially when you are making frequent changes.  Annotations in Google Analytics is another place you can note these changes.  Below is an example of an internal event tag for Free Web Analytics Consulting for SwellPath would be:

_gaq.push(['_trackEvent', 'Internal Campaigns', 'Homepage Tout', 'R - Free Web Analytics Consulting – May 2019 - 300x250']);

Depending on your unique business case, combining your internal campaigns with a visitor level custom variable can take this tracking a step further.  By relating a visitor to a specific campaign message and setting a custom variable at the visitor level, you can create a correlation with interest in your campaign to a purchase that may not occur within a single session.  The custom variable will reference a persistent cookie and thus will maintain that the visitor clicked on your campaign if they come back in a subsequent visit and convert.

When it comes time to implement the custom tagging for your internal campaigns, make sure you have your developer build the tags in a way that will dynamically pull in the campaign details into the label.  This will cut down on your development time and expenses if you have internal campaign placements that change frequently yet remain in consistent positions throughout your site.

Now that you have your internal campaigns tagged in the most ideal way, you can start collecting data and begin to analyze the effectiveness of your on-site marketing initiatives.  You will be capturing data on site position, page position, messaging and creative details.  What do you do with all this awesome data….?  My next post will shed some light on how to analyze the data and optimize your internal campaigns.

Landing Page Testing – One Page Does Not Fit All

Published June 14th, 2011 Analytics, Clients, Paid Search No Comments

Landing page optimization testing is an ideal way to improve your paid search campaigns.  Finding ways to rebuild your landing pages with stronger call to action links and better messaging can really improve your conversion rates but there may be other variables that can factor into your test results.  Recently, SwellPath developed a series of paid search landing page tests for Jive Software, a company that makes social networking software for the enterprise, with a focus on improving conversion rates for B2B leads.  I wanted to share some insight into how we built out these tests using Google Website Optimizer (GWO) and some of the high-level findings.

The first hurdle to overcome was the setup of the experiments themselves.  Traditionally in GWO, you have your original or control page you are testing against and then your variation page.  In this case, we only wanted very specific ad groups in the AdWords campaign to be directed to these experiments.  If we just used the original landing page as the control page in the experiment, all ad groups pointing to that page would be included in the experiment.  In order to only direct very specific ad groups into the experiment, we had to switch the order of the pages in the experiment and treat the variation page as the original, basically build out the experiment in reverse.  By doing that, we could then change the destination URL in AdWords for those specific ad groups to point to the variation page and no other ad groups that were pointing to the original page would be affected.

The ad groups that we used in the 3 experiments were a sampling of visitors that were most likely in different phases of the buying cycle and had different awareness levels of Jive’s products.

Experiment A: Targeted ad groups that contained keywords that were the most broad in terms of their association with Jive Software’s products.   It could also be stated that these visitors were potentially further out in the buying cycle and more in the research or exploration phase.

Experiment B: Targeted ad groups that contained keywords that were more in the middle in terms of knowledge of Jive’s products and knowledge of exactly what they were looking for.

Experiment C: Targeted ad groups that contained keywords that were the most specific of the 3 experiments, correlated more directly with Jive’s products and targeted visitors who were potentially further along in the buying cycle.

The variation page contained 3 highly targeted call to action links pointing visitors directly into a conversion point which was, in nearly all cases, a form page.  The original or control pages contained lots of body copy, 3 call to action buttons on a sidebar and some text links within the body copy.  The original pages allowed for more navigation outside of the conversion points and allowed visitors more freedom in their navigation paths.

The universal hypothesis was that pushing visitors directly toward a conversion point should ultimately increase the conversion rate.  This was only the case in Experiment C which targeted visitors that were further in the buying cycle and had the best knowledge of Jive’s products.  Experiment A generated exactly the opposite result and Experiment B was more or less an even split.  Looking at the click path data for Experiment A, it was clear that visitors were resistant to being forced towards a specific conversion point as a very high percentage clicked on the only link that pointed to the site which was simply the Jive logo.

While all 3 experiments were generally identical, the biggest influence in the resulting data was the personas of the visitors coming from the various ad groups.  The takeaway from this series of experiments is that you should consider your personas heavily as you develop your custom landing pages.  Pushing visitors who are not ready to convert into a narrow conversion path can lead to deflection.  One amazing landing page design does not always fit all.  Building out different designs for different personas and mapping those landing pages to the personas you are targeting within your AdWords campaigns can help to gain the most success from your PPC campaigns and drive up your conversion rates.

The New Google Analytics Interface: The Good, the Bad and the Ugly

Published May 4th, 2011 Analytics, Industry, News 3 Comments

As most people in the Web Analytics community are aware, Google Analytics launched a new version of the interface, in beta, with some great new features.  The big changes are pretty well documented already, events can now be setup as goals (Awesome!), the dashboard is super customizable, etc.  As someone who stares at Google Analytics WAAAY too much on a daily basis, I thought I would write a post on some of the more subtle details of the new interface that you may not notice right away.

The Good

Formatting exported reports…….in Excel………what a time suck!  Why does Google Analytics export data to Excel with messy formatting?  Not only is it ugly to look at, it requires additional time to re-format the data to match what you actually see in the reports.  The worst one, average time on site or time on page, required an Excel formula + formatting to get that metric to look right.  With the new version, all that wasted time is over.  Exported reports come out nice and clean and readable.  That is huge when you are aggregating data or have a client or key stakeholder that wants the raw data for something specific and you want to just setup an auto-export.  Now the data they are receiving will be nice and clean and will prompt far fewer questions back.  Thank you for that precious time back Google!  What happened to the PDF option though???

 

There are some small organizational changes that are really nice in the new version.

  • Another great organizational improvement is that the Top Content report, now called Pages… similar to other solutions…., has quick access to the navigation summary report for path data.  For those of you doing tons of search reporting, the organic search and paid search reports are now separate reports.  No more clicking Search Engines then clicking non-paid, total or paid.  It’s the little things right.
  • On a larger scale, the accounts home page is way different.  Not sure how I feel about the new version yet.  One thing that I do like is that you can head right into a specific report section (visitors, traffic sources, etc.) from the accounts home page rather than being pushed into the dashboard.

 

The Bad and the Ugly

Now for the items I don’t like, yeah that’s right.  There are some funky things going on that look like they may be problems as I attempt to navigate the waters of the new Google Analytics interface.  The biggest thing that freaks me out is that when you are utilizing filters within a report, let’s say your Pages report (aka Top Content), the aggregate data at the top does not adjust based on your filter.  So if I wanted to see the aggregate data on a particular group of pages from the filter I applied, where are my totals?  Don’t tell me I have to export the report to see the totals/averages!  That seems troublesome, especially for keyword, content and product reports.

 

One of the absolute best things about Google Analytics is the way you can easily segment traffic and build out your custom segments.  The new version has one feature missing that was really helpful – especially when you are working with manually tagged campaigns that are not 100% “clean”.  The feature missing is the dropdown bar.  The new version just gives you an empty field to add in your values and requires you to use Regular Expression.  A good example is if you try and build out a custom segment that includes: source matches exactly > direct, you will not match any results.  That is because the source to match is actually (direct), with parentheses.  The old version would spit out some options based on your filter and would even update the list as you started typing.  That little feature helped me out countless times when trying to figure out why a custom segment was not working or was not capturing everything I wanted it to.  Please, please add that functionality back in.

 

As we spend more time in the new interface I’m sure that more good and bad features will emerge.  What changes have you found that you like or dislike?  How about multi-channel goal attribution?  I’m looking forward to taking that for a spin.

The Converting Visitor – Uncovering the Secrets of a Successful Visit

Published April 6th, 2011 Analytics No Comments

Improving your site’s conversion rate is typically the main objective when it comes to website optimization.  Sometimes finding ways to improve the conversion rate can be an overwhelming task with no clear direction on where to start.  Recently, I have done a lot of work on trying to hone in on specific conversion events and finding some actionable insights that can really move the needle.  The same question comes up at the beginning of each project…where to start?

A great place to start is finding out what is currently working by focusing your analysis on the visitor segment that has converted.  By utilizing custom segments in Google Analytics, you can create a segment that only includes the visitors who converted on a specific conversion event and then apply that segment to various reports to work backwards all the way to the entrance point.  If your conversion event is broad, such as making a purchase on a retail site, you can narrow it down by adding additional qualifiers to your custom segment.  Once you have really defined your specific conversion segment, you can now apply this segment to multiple reports and paint a pretty robust picture of what a successful converting visit looks like.

 

 

 

 

 

*Build out the conversion segment in custom segments.

The first place to apply your custom segment is to your keyword report.  This is the first sign of visitor’s intent and, most likely, the conversion segment will use more specific keywords to find your site that may even contain some qualifier terms that are specifically related to the conversion event itself.  Pulling a large list of keywords from this segment is a great resource to use for your SEO and paid search strategy as well as copywriting when it comes to site content and the various call-to-action buttons and touts on the site.

 

 

 

 

*The above image shows the conversion segment applied to an Organic Keyword report in Google Analytics.

Mapping this segment to your entry pages report and content and pathing reports helps you determine what type of site content is of interest to your converting visitors.  This helps determine the conversion path from the site entry point all the way through to conversion rather than simply analyzing just the conversion funnel.  Often visitors will explore another area of the site that exists outside of the defined funnel and these key pages may be a good place to add a call-to-action to try and push more visitors into the conversion funnel.  Often there can be some pre-conversion research that happens on your site and applying this segment to the your content reports can help shed some light on where that activity occurs on your site.

 

 


*The above image shows the conversion segment applied to a Top Content report in Google Analytics.

Depending on the type of conversion event you are measuring against, another great place to apply this custom segment is to your other conversion events on the site.  In a perfect world, your visitors will complete one conversion event after another.  Obviously that is not always the case but you may get at least 2 conversions out of a single visitor and finding out which conversion events pair well together can help you entice visitors to continue to navigate the site after they have converted and potentially get that second conversion out of them.  This data can be used to adjust your “Thank You” page and add a link to drive visitors towards another conversion event.

Once you gain a clear picture of what a converting visitor looks like, you can then explore ways to expand your reach and target the appropriate channels to drive more visitors like this to your site.  By determining exactly how this visitors enter your site and what content they are consuming after they land on your site, you can find more places to entice these visitors to enter the conversion funnel and eventually see great improvements to your conversion rates.

Integrating Annotations into Google Analytics Reports

Published July 20th, 2010 Analytics 1 Comment

Fluctuations in website traffic can be caused by many factors.  Some are intentional marketing campaigns or optimization efforts and others are “outside” influences like news articles or competitive marketing campaigns.  I was recently asked to integrate some key events into trended campaign reports in Google Analytics.  Instead of having to go back through emails, news releases and other sources to gather important dates that influenced the client’s site traffic we pulled the information from Google Annotations.   You can incorporate any events, up o 160 characters, across all of your reports and add them as they are happening.  Another nice feature is the ability to make them visible to everyone or private to your login.

Annotations offer several helpful advantages:

  • Save time and effort searching for causes in data fluctuations
  • Incorporating offline marketing efforts into your reporting
  • Documenting key optimization dates

By utilizing the annotations feature, you can save valuable time digging through multiple reports trying to investigate the cause of a spike in traffic.  Websites can change frequently with content and design as well as the various marketing campaigns and media buys that drive traffic to the site.  The more data that you can incorporate into your annotations, the less time you will have to spend digging through reports or other sources to be able to explain major fluctuations in traffic.

Integrating the release of offline media campaigns into your annotations is a great way to bridge the gap of measuring offline marketing efforts through web analytics.  Insert an annotation on the date that your print ad was distributed and see how it influenced site traffic even if you can’t specifically segment that traffic out.

As media campaigns run over time, your web analytics application is generating valuable data on the quality of that traffic.  Certain ad campaigns will prove to be more successful than others and some campaigns simply need to be optimized to improve results.  Annotations are a great way to mark specific  dates of key optimization efforts.  You may notice an upward trend in paid search conversion rates but and can easily attribute optimization to that change by referencing your annotations.

This powerful and easy to use feature in Google Analytics is often overlooked but can save valuable time and effort if it is utilized.  Hopefully Google will continue to improve upon this feature by allowing you to group annotations by specific categories or allow you to insert an active link to a blog post or article directly into the annotation.

Swellpath Joins the Analysis Exchange

Published June 18th, 2010 Analytics 1 Comment

The Analysis Exchange was launched by Eric Peterson and Web Analytics Demystified as an opportunity to help grow the web analytics profession and offer career development opportunities to new web analytics professionals.  The concept of the Analysis Exchange is to pair a web analytics student with a professional web analytics mentor and to work on a project for non-profits or NGOs.  All parties benefit from the program and there is no monetary investment.

I held the student role when I completed the UBC Award of Achievement in Web Analytics program and now have the opportunity to provide mentorship to other students through the Analysis Exchange.  The UBC program is excellent however there is a gap between learning the concepts, techniques and best practices and actually getting the opportunity to apply your knowledge in the business world.  Companies are looking to hire analysts with professional experience and a track record of success so after completing the courses it is difficult to prove yourself as a new hire.  The Analysis Exchange offers a way to bridge that gap and provide students with that next step towards a career in web analytics.

Swellpath Interactive signed up as a mentor for the Analysis Exchange and was paired with a student and local Portland non-profit, Schoolhouse Supplies.  We collaborated with the student and Schoolhouse Supplies to define a project that was achievable to accomplish in the suggested 3 week time frame.  Based on an assessment of the website and of the current configuration of their Google Analytics account, it was decided that the final deliverable would be to build a weekly KPI report.  The report would then be built out into a PowerPoint deck to deliver on a weekly basis to Schoolhouse Supplies and include analysis of the data by the student.  In our particular case, the student works for Schoolhouse Supplies so they will be able to continue the reporting after the project development work is over.

Analysis Exchange Project - KPI Deck

Some issues that came up during the project were mostly focused around technical and development resources available in-house for Schoolhouse Supplies and configuration issues with Google Analytics.  These types of issues can occur in any business engagement as well so we just worked with the resources and functionality that we had.  Schoolhouse Supplies was taking its first steps towards analytics reporting so any data they can pull and report on was a step in the right direction.

The student that we worked with was very responsive and timely as I set forth action items and deadlines to keep the project moving.  The initial objective for the student was to define the goals of the website and then determine which of those goals were measurable within their current Google Analytics installation.   From there we moved on to develop the framework of the KPI report and created an analytics tagging guideline document to address the issues where we weren’t collecting the data we needed.  Fortunately, Schoolhouse Supplies has a developer on their Board of Directors to help with the tagging implementation.  The final deliverable is a PowerPoint presentation where the student includes an overview of the weekly data, trended graphs of the data with the student’s analysis and a slide of recommendations and action items for the Schoolhouse Supplies key stakeholders.

Analysis Exchange Project - Engagement Report

After the project is completed, each party evaluates the performance of everyone’s efforts.  Students will receive a score on their project work to help quantify their performance to help build their resume with real experience.  Each party can then move on to join another project.

This has been a great program to get involved with and a great concept to help further the web analytics profession.  Swellpath Interactive has been offering voluntary services to community non-profits over the years working with the United Way of the Columbia-Willamette and the Surfrider Foundation.  The Analysis Exchange is another great program for Swellpath to partner with and we encourage other analytics professionals, agencies and students to get involved.

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