Google Analytics & Website Optimizer + Google Confidential and Proprietary Trevor Claiborne Product Marketing Manager Google Analytics & Website Optimizer @tclaiborne 1 Presented January 22 nd , 2010
Sep 11, 2014
Google Analytics & Website Optimizer
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Google Confidential and Proprietary
Google Analytics & Website Optimizer
Trevor ClaiborneProduct Marketing ManagerGoogle Analytics & Website Optimizer@tclaiborne 1Presented January 22nd, 2010
Powerful. Flexible. Intelligent
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An Overview of Google Analytics’ New Features
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Powerful. Flexible. Intelligent
What is Analytics?
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Advanced Segmentation
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Custom Reporting
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Agenda
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Powerful• Engagement goals … and more of them!• Advanced Data Analysis
Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports
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Intelligent• Analytics Intelligence• Custom Alerts• Annotations
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Q: I don’t see feature X in my profile or account
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This is a phased roll-out of new features
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• Engagement goals … and more of them!
• Advanced Data Analysis
Powerful
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• Advanced Data Analysis
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Engagement Goals…and more of them
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and more of them
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Goals
4 ���� 20
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Engagement Goals
• Before: Could only track pageview goals – goals that relied on a visitor landing on a specific page
• Today: Track non-pageview goals
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Advanced Data Analysis
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Advanced Data Analysis
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Advanced Table Filters
Ordering by Average
Value
Not statistically significant
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Filter By Visible Dimensions and Metrics
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Setting the Filter Rules
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View Filtered Results
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Secondary Dimensions
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Pivoting
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• Multiple Custom Variables
• Managing & Sharing Segments and Custom Reports
Flexible
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• Managing & Sharing Segments and Custom Reports
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Multiple Custom Variables
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Multiple Custom Variables
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Better Insights with Custom Variables
Registered Member
Premium Subscriber
Returning Customer
Placed item in cart
Added friend to network
Logged out of account
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Visited Specials page
Visited the blog
Went to the Help Center
Managing & Sharing Segments
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Managing & Sharing Segments and Custom Reports
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Manage & Share Custom Segments
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Preview, Customize, and Save
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Sharing Completed
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Do the Same with Custom Reports
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Intelligent
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• Analytics Intelligence
• Custom Alerts
• Annotations
Intelligent
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Analytics Intelligence
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Analytics Intelligence
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Data Overload?
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Analytics Intelligence
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Daily Intelligence Alerts
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Weekly Intelligence Alerts
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Monthly Intelligence Alerts
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Adjust Sensitivity and Create Segments
Manage the sensitivity of the changes
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Custom Alerts
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Custom Alerts
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Create Custom Alerts
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Create and Save the Alert
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Annotations
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Annotations
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Annotations
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Annotations
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Annotations
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Recap
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Recap
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Google Analytics New Features
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Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Data Analysis
Flexible• Multiple Custom Variables
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• Multiple Custom Variables• Sharing Segments and Custom Reports
Intelligent• Analytics Intelligence• Custom Alerts• Annotations
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Resources
• Google Analytics Bloghttp://analytics.blogspot.com
• Google Analytics Help Centerhttp://www.google.com/support/analytics/
• Google Analytics Developer Docs: http://code.google.com/apis/analytics/docs/
• Google Analytics Individual Qualification:
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• Google Analytics Individual Qualification:http://www.google.com/support/conversionuniversity/?hl=en
• Google Analytics Authorized Consultantshttp://www.google.com/analytics/partners.html
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Google Website Optimizer
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Why you need to be testing
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xkcd.com
What is website testing?
Website testing is the process of showing different variations of your site to your visitors, and measuring performance to find
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visitors, and measuring performance to find content that performs better.
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Like direct mail
33%
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33%
33%
So what is Website Optimizer?
Website Optimizer does two things:
• Shows different variations of site content to visitors
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to visitors
• Measures and reports on the
performance of those variations
How many of you are testing now?
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How many of you are testing now?
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Ori
gin
al
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Ori
gin
al
Co
mb
o 1
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Co
mb
o 1
Co
mb
o 2
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Co
mb
o 2
Co
mb
o 3
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Co
mb
o 3
So which one was the winner?
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So which one was the winner?
All of ‘em
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Co
mb
o 3
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Co
mb
o 3
Best practices for testing
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Best practices for testing
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Pick a good test page
• Does the page have a clear goal?
• Does it have substantial traffic?
• Can you change the page?
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• Can you change the page?
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Make a few BIG changes
• You have less than 5 seconds to make an impact
• If you can’t see the difference in a few seconds, neither will visitors
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seconds, neither will visitors
• Make big changes first, fine tune later
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xkcd.com
Remember: It’s an experiment
• It’s worth testing any idea
• Iterate, iterate, iterate
• Be methodical in your approaches
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• Be methodical in your approaches
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Let’s talk about the HiPPO
H
i
P
ighest
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P
P
O
aid
erson’s
pinion
www.google.com/WebsiteOptimizer
• Best practices and case studies
• Website Optimizer Authorized Consultants
• Blog – websiteoptimizer.blogspot.com
• Forums
More resources
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The Techie Guide
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Download it at:google.com/websiteoptimizer/techieguide
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Thank you!
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Thank you!
Trevor Claiborne
@tclaiborne