using google analytics visitors flow reports to boost conversion rates
DESCRIPTION
Using Google Analytics Visitors Flow Reports to Boost Conversion Rates was originally presented on 9/11/13 at SES San Francisco.TRANSCRIPT
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Google Analytics ShowdownUsing Visitor Flow Reports to Boost Conversion RatesJosh BraatenCollegis EducationAssociate Director of Inbound Marketing
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
“We’ve found that visualization is one of the most important guideposts in this search for
knowledge, essential to understanding where we should
look and what we should look for in our statistical analysis.”
- Sinan Aral andNikolaos Hanselmann
New York Times R&D Lab
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
This page drives conversation on Twitter but a low
volume on traffic, which indicates
people are sharing, but aren’t
reading the New York Times article.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
A lot of traffic, but not a lot of Twitter
conversation indicates traffic to
the New York Times articles
through links from other online
sources instead of social media.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Traffic and Twitter engagement move
in tandem with each other on this
article. Traffic peaks are largest
when three influencers and
their followers engage with New
York Times article.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Google Analytics has a tool that facilitates visual exploration called the Visitors Flow report
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Google Analytics Visitors Flow report shows how visitors engage with your site
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Interaction nodes cluster groups of pages based on intelligence algorithm
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The areas between interactions show visitor flow and website departure
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Visitors Flow report can tell a story about pages and entire websites
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Let’s take a look at the advanced features of the Visitors Flow report
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Visitor Flow reports can be segmented
@JLBraaten
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment based on landing pages or channels to observe visitor engagement
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment for visits that convert to understand the effective paths
Create segment: rasmussen.co/goal-completions
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Apply a segment for visits that don’t convert to look for experience gaps
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
You can change the dimensions of Visitor Flow reports
@JLBraaten
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
See how visitors flow through your website based on specific channels…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by operating system…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by browser…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
…or by location
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
The Visitors Flow report is a helpful starting point when examining a website for CRO testing opportunities
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Landing PageForm Error
The Visitors Flow report can reveal obvious issues at a glance
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Homepage
Info Page 1
Campaign performance is clearer
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Campaign 1 Homepage
Section Page
Sub-Section Page
Sub-Section Page
Sub-Section Page
All Others
Section Page
Info Page 1
Sub-Section Page
Sub-Section Page
Homepage
All Others
Section Page
Homepage
Sub-Section Page
Sub-Section Page
Info Page 1
All Others
Section Page
Info Page 2
Homepage
Info Page 1
Sub-Section Page
All Others
Visitors Flow can also be used to visualize complex user behaviors
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Visitors Flow to go from big data to big insights to big conversion rate optimization testing wins
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Homepage
Info Page 1
Let’s look at that homepage again
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Take a look at the most detailed quantitative Google Analytics reports for KPI performance of the page in question.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Google Consumer Surveys to ask potential customers how they feel about key issues/features.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Usertesting.com is great for understanding how people perform tasks.
Test broad tasks to help determine how to organize, narrow to help position.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Use Qualaroo to allow users to rate a page and tell you what’s missing.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Bring together quantitative and qualitative data to form hypotheses.
Design and build a test with what you know.
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
Win
ne
r
Control
Are you accredited?
What programs are online?
Are you in Wisconsin?
“I look for programs first, then locations.”
“I don’t get all the movement.”
Most degree-seekers care about outcomes
“That person looks ‘X-Files green.’”
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
Win
ne
r
Control Challenger
Build a challenger that embodies design responses to questions posed by your thorough analyses
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Control
Challenger
Win
ne
r
23% lift with 96% confidence
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
You don’t have to be a data scientist on
the New York Times Research &
Development team to score big data wins
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Instead, crack open your Visitors Flow report in your Google Analytics account
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
@JLBraaten
Josh Braaten - @JLBraatenAssociate Director of Inbound Marketing Collegis Education
Thank you!