Owning Great Content: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia

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Google’s Mission: It’s all about Information

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To organize the world’s information and make it universally accessible

and useful.

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Today

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Create Great Content

Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search

DoubleClick Ad Planner

Google Analytics

Google Analytics

Google Website Optimizer

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Create Great Content

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What is interesting to the world right now?

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Time series trends

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http://www.google.com/adplanner

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Insights for www.cookingandme.com

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Insights for Search

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DoubleClick Ad Planner

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Google Analytics

To organize your website visits’ information and make it universally accessible and useful within your entire organisation

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google.com/analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement

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Where are my visitors from?

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What are people searching for?

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What are they searching for?

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Where do they start searching?

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What do they search for when on that page

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If you don’t have it, provide it

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Understand your audience better through segmentation

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This blue line assumes everyone is the same

Don’t make decisions purely on this blue line

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Know what your audience is

searching for

Know your audience

Know what your community is interested in

Recap

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Create Great Content

Google Analytics

DoubleClick Ad Planner Google Insights for Search Google Analytics

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Attract Visitors

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It’s not just about attracting visitors, it’s also about attracting the right type of visitors

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Goals Bring Context to Numbers

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Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors

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We’re doing awesome in Brazil! Right?

INSIG

HT

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Goals Bring Context to Numbers

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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!

INSIG

HT

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STA

GE

GO

ALS

Measuring Goals along the Interaction Funnel

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Awareness Consideration Preference Action

Bought subscription

Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page

Watched our product video Visited “Product Features” page

Created membership account Subscribed to newsletter Clicked on “Join Facebook” button

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4 Goal Types in Google Analytics

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Event … visitor interacts with your social sharing widgets

Pages/Visit … visitor browses through 3 or more pages on your site

Time on Site … visitor spends more than 5 minutes on your site

URL Destination … visitor lands on your subscribe page

Goal Type Goal Triggered By …

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360 Degree Tracking

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URL Campaign Variables

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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter

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Email Signatures

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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature

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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure

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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos

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vs.

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Understand your social media reach

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Segments: Compare your traffic channels

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Set Goals Tag all inbound links

Recap

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Attract Visitors

Google Analytics Google Analytics

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Improve the user experience

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Engagement is declining

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Bounce rates are steadily increasing

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Identify landing pages with high bounce rates

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Test landing pages

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Media

Button

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24 combinations tested….

Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now

Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video

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Experiment results

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$500m raised online

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Where are people leaving my site?

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Monetize exit pages

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“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz

Publishing and FreePrintable

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How do visitors interact with my site?

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Improve high bounce pages

with testing

Fix or monetize exit pages

Fix problematic flows through

your site

Recap

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Attract Visitors

Google Analytics

Google Analytics Google Analytics

Google Website Optimizer

Google AdSense

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Let’s recap …

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You can use data to own great content

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Create Great Content

Attract Visitors

Improve User Experience

Google Analytics

Google Insights for Search

DoubleClick Ad Planner

Google Analytics

Google Analytics

Google Website Optimizer

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http://goo.gl/5BjQS How can WE help Publishers?

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