meir gold - fiverr (all things data 2015)
Post on 12-Aug-2015
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www.fiverr.comwww.fiverr.comwww.fiverr.com
BOOST YOUR BUISNESS WITH GOOGLE ANALYTICS ADVANCED SEGMENTS
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Fiverr and the buyer behavior model
Implement in Google Analytics
Optimizing using GA advanced segments
Automation with GA API (and how to avoid advanced
segments sampled data)
Today’s Agenda
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World’s largest marketplace for creative services.
THE WORLD’S LARGEST MARKETPLACE FOR CREATIVE AND PROFFESIONAL SERVICES.
www.fiverr.comwww.fiverr.com
Buyers behavior model
FTB
Channels
Brand SEO
SEM
Viral
KPI’s
Usage Registration
First Order
Revenue
LTV
Returning
Class
Regular Silver
Gold
Diamond
Platinum
Campaigns
Triggered Emails
Marketing Emails
Retargeting
KPI’s
Revenue AOV
Frequency
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Implementing Fiverr revenue model in Google Analytics
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Channels and KPI’s (metrics)
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Tag Channels with 5 UTM’s
Stands for UTM Website origin Source
Group websites origins Medium
Marketing activity Campaign
Differentiate ads Content
Search engine Keyword
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UTM’s best practice
Campaign Medium Source Logo Display Facebook
Logo Display Walla
Logo Display Facebook
Logo Social Facebook
Logo Display Facebook
illustration Display Facebook
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Google Analytics KPI’s
USAGE
GOALS
ECOMMERCE
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Registration as Goal KPI’s
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If relevant add Funnel
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Now that we have Channels and KPI’s defined… We can start optimizing
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Optimizing logo landing page
Noisy background
Logo position
Fuzzy title
Random Gigs
Hidden signup
Signup redirects to HP
Links to sub-categories
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Logo landing page 170% Increase in Registrations
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Analyzing technique
Always a/b tests
Optimize all KPI’s
Find correlation
Weighted KPI’s
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Why we choose Vintage ?
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3 Questions about logo campaigns users
What Gigs they: 1. Browse
2. Search
3. Purchase first time
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Answer with Advanced Segments
Isolate subset of your data
Easy to create, edit and share
Apply to past data
Caveats
Sampled data when < 500k sessions
Calculation at property level
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How to add segment
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Choose built in system segment
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Create custom segment
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Analyze segmented data
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3 Questions about logo campaigns users
What Gigs they: 1. Browse
2. Search
3. Purchase first time
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Logo segment
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Gigs they browse
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Gigs they search
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In order to see first purchase we need FTB condition
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Gigs they purchase
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Vintage Gigs in logo landing page!
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Moving forward…
New landing page and another interesting question…
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Do we want users to click on the Gigs?
Group A
Group B
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Creating new segment
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Clicking Gigs is less effective
Group A
Group B
Group A
Registration
FTB
Pages/Session
AVG Session
X6
X4
X1.4
X1.6
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A/B Test to verify 17% Increase in Registrations
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Logo summary 300+ a/b test
Registrations
Orders
Revenues
Google quality score increased significant
+275%
+100%
+82%
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Automation using Google analytics API
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Google analytics spreadsheet add-on
Data from multiple views
Compute custom calculations
Create visualizations
Schedule reports
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Create your first API request
Install the GA add-on
In menu click “Create report”
Select account information
Choose Metrics and Dimensions
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Add other configurations
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Running the API request
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Advanced segments and Sampled data
Caveats
Sessions > 500K
Calculation at property level
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Task from the boss
Users and AOV from USA and Purchase “logo design” website traffic is 500K/month sessions.
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Add segment
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Creating custom segment
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Using GA reporting 500K sessions/month
12 Reports
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But… if we want to save time
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Duplicate it X12
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Hit the run button and sit back
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Data integrity Define goals Tag campaigns Analyze with segments Leverage API Work hard!
Final thoughts
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Thank you
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