This session of Search Engine Strategies San Francisco 2010 focused on arranging analytical data and presenting them in a meaningful manner.
- Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author
- Tami Dalley, Director, User Experience Optimization, ROI Labs
- Marty Weintraub, President, aimClear
- Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
The session was initiated by Marty Weintraub, who addressed the delegates by focusing on how to make conversion reports that can be understood by ones boss.
He stated that “Analytics aren't fancy, its how you organize and how you look at the data that matters.” Mr. Marty also emphasized on looking at the behaviour which surrounds the conversion events.
Since conversion trends are lost in the noise of visitors, one should use Advanced Segments to isolate visitors who convert. This can be done by breaking out events in Google analytics by conversion to find some interesting data, including:
Tip 1: Conversion by source that can be achieved through direct traffic vs. search vs. referrals).
Tip 2: Conversions by Time of Day is important.
Tip 3: Segment converting users by keeping in consideration the following means:
- Are mobile users converting?
- Look at by platform (iPhone, Android, Symbian) Different categories do better for different platform, lead to new advertising channel, budget for iPhone app development.
- YouTube conversions
- New vs Returning
Next in line was Matthew Bailey. Mr. Baileys main focus was on highlighting the obstacles to Deep Dive into Analytics that are mentioned below:
- Dashboard: It is believed that managers and bosses love big numbers but does this actually help? The answer is no, it further leads into a cycle of velleity.
- Velleity: “The desire to change but not enough desire to take any action”.
- Hamster Wheel Analytics: Spending the week merely by putting data into a spread sheet will not helps. This only leads to a cycle that continues for every month.
After citing the three drawbacks, Mr. Bailey introduces the solution as well for the obstacles mentioned above. He says that it is mandatory to separate conversion rates for each product and specific group of people as the intent & reaction behavior will be different.
- Find Intent: Intent can be found by segmenting the different keywords which people use to search your website. After this is done,relations can be established based on the collected data and also comparison can be done on the intent of the different groups.
- Determine Expectancy: Expectancy can be determined by taken into consideration how visitors found your site and who stayed for a long period. The highest context sources often lead to higher engagement (in order):
- Blogs articles
- Social News
- Analyze and Observe Reaction: Since, users visit your website through direct referrals and/or mainstream media articles, thus it becomes important to observe different reactions in bounce rates and design.
- Behavior: It is very important to note down the behaviour at what people do and how they behave when they land on the page. Comparison can be done on the following grounds:
- By browser size
- By strategy and look for words within key phrases
- By entry points
Tami Dalley was the third and the last speaker of this session. She began by saying “If I can’t measure it, I can’t manage it!” Tami then narrated process of auditing analytics. She says one should focus on the following points:
- On creating a hypothesis
- Defining scope
- To collect the data and follow the crumb trail
- Lastly, to translate the action
Further, Tami explained things that should be taken into consideration while doing a deep dive. These include:
- Sample size
- Major site changes
- Accurate tracking
- Change in marketing spend