Google Analytics – Custom Reports

As requested along the useful segments, here are a number of custom reports, to use with clients:

Google has also in the custom reporting section added the ability to import from gallery.

1. Conversion Rate across channels:

This report provide a quick view on a month by month basis for the conversion rate and revenue figures for a site.   If used alongside a PIVOT table, you can plot this for each channel that generates traffic.  Set the time scale to include a good spread of months to see if site is improving.

Conversion - Time - Google Analytics - 1

 

 

select pivot table view

 

Conversion - Time - Google Analytics - 2

Pivot By: set to ‘MEDIUM’ then choose two metrics to plot.

Access Report – click to download:

2. Conversion – Time – Compare:

As the previous report, except this enables you to select a given month and do a time comparison to a previous time period could be the month before or the year before.  There is no need for a pivot table with this report.

Access Report – click to download:

3.Campaign Landing Page Report:

Pulls out all campaigns – paid and non-paid that have been used to generate traffic to the website.  Shows unique visitors and any revenue generated on the site.  Enable the user to delve into the data in order to identify the various landing pages from the campaigns and which one s work.

Access Report – click to download:

4. Organic Search Traffic – Landing Pages for ‘Not Provided’

This filters purely Organic Search traffic and looks at the page it enters the site.  Drilling into the links will show the keywords used to access that page.  A second report is provided that contains a filter for just (‘NOT PROVIDED’) keyword.

Access Report – Not Provided – click to download:

Access Report – Landing Pages – click to download:

5. Adwords Campaigns Report:

This report enables the user to quickly see costs and revenue against the adwords campaigns.  It enable the user to drill into the data and identify the keywords that are working efficiently.

Access Report – click to download:

6. Content Efficiency Report:

How effective is your content at getting and keeping people within the website.  This report will exist in the gallery as I downloaded from another website, but thought it  worth sharing with you.  You can read the explanation for the report on the authors website here:

Access Report – click to download:

 

Google Analytics – Useful Segments

A number of useful custom segments for Google Analytics.

As you create segments – feel free to add them as comments to this post, so we can share them as a group. Remember that all segments when applied the data is representative across all reports for the segment selected.  Visitor Flow can also be used alongside segments, making the interaction with the site more useful.

Segments:

You may have noticed in Analytics that the segmentation section has changed.  When creating a new segment you can now add from an existing library – as shown below.  This is well worth investigating as a whole range of new segments pre-made become available.

Picture1

 

 

Here’s some additional segments that I find useful, that may be in t he gallery:

1. Filter Out General Internet Providers:  This filter adds more value to the Network report – it removes general known Internet Providers, resulting in highlighting a number of company networks accessing the website.  It is not comprehensive, but gives an overview.  It will contain a selection of network providers which can be added into the filter list if you edit the report once loaded.

Access report – click to download:

2. Visitors that ADD item to Cart:  This filter will need editing a works on the basis that the ADD TO CART is set as a Goal / Event within the Analytics setup.

Access report – click to download:

3. Campaign Filtering:  Another segment that will require editing.  Change the Campaign to reflect the relevant names being used for the email / banner link etc.

Access report – click to download:

 

4 reasons users hate web forms

Forms are a recognised part of life, we fill in job applications, purchase products, create accounts and many other functions.  But the length and content required can and very often is a major off put to customers.

This article discussed 4 key reasons why users hate forms and also provides some thought as to simple techniques that if used wisely can improve the chances of customers filling in and completing the process.

Things about Web forms that drive visitors away from your online store:

  1. Forced to fill a long form that demands too much unnecessary information
  2. Lack of clarity regarding what kind of input is required for a particular field
  3. Not finding the right options in the fields where text input doesn’t work
  4. Form doesn’t save and the user is asked to fill the whole form again for a single error

Article: read more

Disavow Links – Improving a link profile

With the recent updates from Google, which target sites that have carried out bad practice when it comes to gaining search engine ranking position. It is important to understand how to remove links that you have no access to and are flagging concern in the relevant search engines.

I’m currently working with two ecommerce sites that have both suffered an automatic penalty from Google as a result of bad in-bound link profiles.  Searching the internet provides a large number of posts saying that it is possible to recover sites using the Google Disavow tool and also the Bing tool-set.

Both Bing and Google webmasters provide links and instruction of how to submit a list of potentially bad links to assist in the search engines ignoring them when considering the site for inclusion in the search engine results page.

The links provide access to the disavow tools and some explanation of how to use.

Google:

Disavow Tool Hlep Article: read more

Bing:

Disavow Tool Help Article: read more

Effective PPC Campaigns – 12 Essential Tips

I’m seeing a lot of clients moving towards Google Paid Search Campaigns to generate traffic.  A small number are also looking at running paid campaigns in Facebook to drive traffic.

Very often a large percentage of clients spend more money on getting traffic than they generate through sales, which typically comes down to poorly defined keywords and poor landing pages that add no real value.

This article from e-Consultancy covers 12 Tips to ensure that the landing page (where you send the user from serach) is built correctly, maintains trust and converts the visitor to a customer.

Article: http://econsultancy.com/uk/blog/62415-12-essential-ppc-landing-page-success-factors

Update to Google Top Level Domains

Google have recently updated the generic list of top-level and regional domains it recognises.

Domains classed as Generic TLDs can be geo-targeted in Googles webmaster tools and hence enable the user to use directory structures for internationalisation of a website.

Two links:

Article showing the additions:

http://searchenginewatch.com/article/2266224/Google-Starts-Treating-More-Country-Code-Top-Level-Domains-as-Generic-TLDs

Googles recognised page for Geo-Targeted Domains in webmasters:

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1347922

The Customer Journey to On-Line Purchase

This article looks at the different channels involved in the customer journey.  It provides a useful tool to benchmark your industry and location to see the position and importance of the various marketing channels such as

  • social media
  • search
  • direct traffic
  • referral
  • paid traffic
  • etc….

The benchmarks database at the end of the article pull s all the data into one screen for easy reference.

http://www.google.com/think/tools/customer-journey-to-online-purchase.html

Getting an ecommerce project right by asking the correct questions

I’ve worked with a range of companies of late where the website has been recently re-designed but still fails to deliver the required functionality and flexibility.  It typically relates to a lack in the original specification and requirements developed at the start of the project.

Here’s a list from an article recently released that can form the basis for a useful and informed discussion with a developer.

  1. Pick a web development company that delivers good projects and websites
  2. Ensure you have access to the source code or CMS, incase you part company, what happens
  3. Where is the hosting service provider
  4. How flexible is the CMS, can I customise it.
  5. How many developers will work on the website
  6. What’s the Cost of hourly development, once site is released for changes
  7. Does the platform (CMS) allows plenty of room to grow and expand
  8. What elements are neccessary in the site for driving sales
  9. Ask for SEO friendly HTML structure – page urls, ability to modify page titles and descriptions
  10. Requriemetns for browsing products – is it by category, size, price, or anything else
  11. How do we handle international version of the site
  12. Is there a mobile visible theme for website
  13. Gifts, event or programs option for website