Pan-Session Analysis With Google Analytics


 

Marketing Measurement & Optimization

Multi-Session Analysis With Google Analytics

When it comes to analytics, I am a big fan of pan-session analysis. Pan-session analysis provides insights across multiple visits by the same person. For almost every website it is an incredibly, powerful way to understand your visitors better.

Online-behavior.com

By applying the insights you derive from this analysis, you can further optimize your visitor’s experience and conversion rate.

In the following paragraphs I will describe five different pan-session analysis techniques that deliver great insights.

  • Frequency and recency analysis
  • Time and visits to purchase analysis
  • Pan-session funnel analysis
  • Multichannel analysis
  • Customer analysis

Let’s start with frequency and recency reporting.

1. Frequency And Recency Analysis

Frequency and recency metrics and distributions show you how loyal your audience actually is. Do your visitors only come once and never return? Or do you have a great deal of visitors who come to your website even more than three times a week?

Let’s take a closer look at two reports. First, the ‘count of visits’ report, which shows the frequency of visitors (direct link to report):

Count of Visits report

Almost 80% of the visitors to this website visit the website just once and don’t come again. That doesn’t look very good. Let’s dive into the recency metric, in the ‘days since last visit’ report (go to this reportand click on ‘days since last visit’ tab).

Days Since Last Visit report

The recency graph on itself doesn’t look bad. Almost 90% of the visitors visited the website within the last day. But, we have to subtract the new visitors to get a good overview of the returning visitors percentage and how often they visit the site.

With the combined overview of recency and frequency metrics I would conclude that this website really needs to invest in building a stable base of loyal subscribers / visitors.

Posting new content (a blog?) and offers on a more regular base would definitely help to keep the visitors engaged with this website.

2. Visits And Time to Purchase Analysis

In order to find out more about the product buying decision cycle, the visits and time to purchase reports deliver very useful information. You can find these reports in the E-commerce module of Google Analytics (if you have E-commerce implemented, here is a direct link to report). An example of a «Visits to Purchase» report is shown below:

Visits to Purchase report

In this case roughly 40% of the visitors convert within the first visit and 70% needs one to four visits to come to a buying decision. Wow, 20% of the conversions on this website take place after seven or more visits. What’s happening here?

A lot of websites contain landing pages that are too much focused on making a direct sale. It is extremely important to segment your visitors and apply different tactics to make them convert. The «time to purchase» data shows a similar distribution as we saw earlier:

Time to Purchase report

Now it’s time to segment your data further and find out which visitors convert the highest (visitors from a geographical region, certain campaign traffic, etc.) and which visitors don’t. You can use different strategies for each visitor segment. Continuar leyendo «Pan-Session Analysis With Google Analytics»

Crea informes personalizados con Google Analytics para mejorar tu ecommerce


 

http://abrahamvillar.es/

Mostrar el producto adecuado a la persona adecuada en el momento adecuado es uno de los factores más importantes para el éxito del e-commerce. A través de este post vas a comprobar como identificar oportunidades de venta utilizando Google Analytics para mejorar tus ventas.

Si su tienda online recibe bastante tráfico y tiene un SEO trabajado, un gran porcentaje de los visitantes procederán de Google o de cualquier otro motor de búsqueda. Un motor de búsqueda eficaz puede aportar una fuente constante de nuevos clientes a tu tienda online.

Cada vez que realizan alguna búsqueda que termina en nuestro ecommerce, éstas pueden dividirse en dos:

  • Buscan tu marca: un visitante de búsqueda de marca es el que ha incluido específicamente a tu empresa o marca en su consulta de búsqueda. (Ej. Busco “zapatos de hombre Gucci”, llego a la web de Gucci y además se que quiero esa marca).

Búsquea zapatos de Gucci

  • No buscan tu marca: llegan a nuestra tienda online porque estamos bien posicionados. (Ej. Busco zapatos de hombre y por una razón u otra termino en la web de Gucci que se encuentra en 5ª posición).

Busqueda captura zapatos con marca

Parece razonable pensar que si un visitante incluye el nombre de nuestra marca en su búsqueda será más lógico que termine convirtiendo. Vamos a examinar cómo podemos utilizar las palabras clave para identificar oportunidades en búsquedas que no incluyan nuestra marca y así mejorar las ventas.

Lo primero que debemos hacer es tener instalado el código de seguimiento para ecommerce deGoogle Analytics en la página que el usuario ve cuando compra un artículo. Si aún no lo has hecho, échale un vistazo a este post.

Si tienes instalado el código, podrás realizar informes para identificar qué keywords están dirigiendo ventas hacia tu tienda online y cuáles necesitas trabajar más.

Muchas marcas no saben realmente la facilidad con la que Google Analytics reporta datos con los que podamos detectar oportunidades de mejora e incrementemos ventas. Hay que lograr un informe que muestre diversos aspectos de las palabras clave que el visitante utilice para encontrar tu sitio web y así  proporcionar información sobre estas keywords. Continuar leyendo «Crea informes personalizados con Google Analytics para mejorar tu ecommerce»

3 Pasos para trackear eventos como objetivos en Google Analytics | Analitica Web, seocom.es


 Analitica Web | seocom.es

por 

La funcionalidad de poder crear objetivos a base de eventos es ideal para el seguimiento de acciones específicas de una página así como descargas, tiempo dedicado a videos, etc. Esta funcionalidad aunque sea muy básica, no se aplicó en Google Analytics hasta la versión 5. En versiones anteriores solo teníamos tres tipos de objetivos a escoger:

  • URL de destino
  • Tiempo en el sitio web
  • Páginas/visita

En principio podría ser suficiente, pero ¿qué pasa si queremos seguir por ejemplo las descargas de un PDF, el envío de un correo electrónico, la acción de ver un vídeo, la acción de finalizar el vídeo o por ejemplo  los clicks que hace el usuario sobre un link saliente?

Para este tipo casos, lo que debíamos hacer era crear un objetivo del tipo “URL de destino”, y crear un evento para el enlace utilizando la función _trackPageview introduciendo este código en nuestro código fuente de la página. De esta forma lográbamos registrar una página y conseguir seguir estos objetivos igualmente.

Ejemplo del enlace creado a base de trackPageview:

<a href=”informe-seo.pdf’ onclick=”_gaq.push(['_trackPageview', '/descargarPDF']);”>Descargar Informe SEO</a>

El inconveniente de este tipo de funcionalidad es que creamos páginas vistas inexistentes que no figuran en los informes. Por eso ésta nueva funcionalidad para seguir eventos, es de gran importancia. Tiene la ventaja de poder gestionar los eventos en los objetivos, no crea páginas vistas inexistentes y se podrán cruzar esta información con fuentes de tráfico, palabras clave etc para tener un mayor entendimiento del comportamiento de nuestras visitas.

Crear Objetivo… Continuar leyendo «3 Pasos para trackear eventos como objetivos en Google Analytics | Analitica Web, seocom.es»

How To Social Proof Your Google Adwords Campaigns

There was a time in the not-too-distant past when advertisers could operate search engine marketing campaigns using misleading or false claims. You could promise “24/7 customer service,” “amazing views,” “customer recommended” or whatever you could think of to sell a product, and there were few ways for consumers to truly vet your claims – until it was too late!

Those days are ending, if they aren’t already completely over. Today, an advertiser with great marketing but a terrible product or customer service may be outright banned from most advertising channels, and will have a hard time profiting from the remaining few that allow him access. Mistreat your customers and you can get banned from Google AdWords, eBay, Amazon, and comparison shopping engines, not to mention getting slaughtered by bad reviews on Yelp and massively viral outrage via social media.


 

http://blog.kissmetrics.com
 -.-

There was a time in the not-too-distant past when advertisers could operate search engine marketing campaigns using misleading or false claims. You could promise “24/7 customer service,” “amazing views,” “customer recommended” or whatever you could think of to sell a product, and there were few ways for consumers to truly vet your claims – until it was too late!

Google 的貼牌冰箱(Google refrigerator)

Those days are ending, if they aren’t already completely over. Today, an advertiser with great marketing but a terrible product or customer service may be outright banned from most advertising channels, and will have a hard time profiting from the remaining few that allow him access. Mistreat your customers and you can get banned from Google AdWords, eBay, Amazon, and comparison shopping engines, not to mention getting slaughtered by bad reviews on Yelp and massively viral outrage via social media.

Introducing A New Social Component: Google Plus Continuar leyendo «How To Social Proof Your Google Adwords Campaigns»

Las 4 R de Google Adwords.

Sigo preparándome mi examen para el GAP y sigo buscando cuestiones que, aunque superficiales, puedan ayudar a todos, a tener los mejores resultados a través de Adwords. Hoy os presento lo que yo llamo las 4 R de Google Adwords.

Reescritura de los anuncios hasta conseguir bajar el CPC. (Prueba varias versiones del anuncio, compáralo con anteriores versiones, prueba distintos órdenes en los mensajes de estos…)


semyseoparatodosSigo preparándome mi examen para el GAP y sigo buscando cuestiones que, aunque superficiales, puedan ayudar a todos, a tener los mejores resultados a través de Adwords. Hoy os presento lo que yo llamo las 4 R de Google Adwords.

Reescritura de los anuncios hasta conseguir bajar el CPC. (Prueba varias versiones del anuncio, compáralo con anteriores versiones, prueba distintos órdenes en los mensajes de estos…) Continuar leyendo «Las 4 R de Google Adwords.»

5 Advanced Google Tricks to Help You Become a Better Web Designer

You can use some simple Google tools in very creative ways, as well as use some more advanced ones to:

* find high-quality tutorials for any web design software tool, and find them easier and faster
* find decent alternatives for the current web design software you’re using
* search for what Spanish (or ) web designers are talking about

…and much more! You’ll learn all of this in the text below. I’ll use specific examples to illustrate my points, but that doesn’t mean you can’t use your own examples when you understand the points. So let’s get started, shall we?
1. A Small Google Suggest Trick Can Help You Find What Kind of Photoshop Brushes People Are Searching For…

Let’s suppose you’re looking for Photoshop brushes on Google. So you type ‘Photoshop brushes’ in Google and get the usual results. One of the first things you will eventually find is what type of brushes exist. The traditional way people do this is going through multiple sites, seeing what they have to offer and using a lot of trial & error.

But what if I told you there’s a better way to find what type of brushes people are actually searching for on Google? That can help you find some popular (and with the wisdom of crowds, popular can mean good) brushes you can use in your designs. How can you do this? With Google Suggested Results.

How to do it: Type ‘photoshop brushes’ into Google. Suggested results will appear (depending on whether or not you have Instant turned on, you’ll see 5 or 10 suggested results max. I’ll turn off Instant for now in order to get more suggested results). Position your mouse cursor immediately after ‘photoshop’. Now press space. The following should appear…


By Darrenhttp://www.1stwebdesigner.com/development/advanced-google-tricks-better-web-designer/

You can use some simple Google tools in very creative ways, as well as use some more advanced ones to:

  • find high-quality tutorials for any web design software tool, and find them easier and faster
  • find decent alternatives for the current web design software you’re using
  • search for what Spanish (or ) web designers are talking about

…and much more! You’ll learn all of this in the text below. I’ll use specific examples to illustrate my points, but that doesn’t mean you can’t use your own examples when you understand the points. So let’s get started, shall we?

1. A Small Google Suggest Trick Can Help You Find What Kind of Photoshop Brushes People Are Searching For…

Let’s suppose you’re looking for Photoshop brushes on Google. So you type ‘Photoshop brushes’ in Google and get the usual results. One of the first things you will eventually find is what type of brushes exist. The traditional way people do this is going through multiple sites, seeing what they have to offer and using a lot of trial & error.

But what if I told you there’s a better way to find what type of brushes people are actually searching for on Google? That can help you find some popular (and with the wisdom of crowds, popular can mean good) brushes you can use in your designs. How can you do this? With Google Suggested Results.

How to do it: Type ‘photoshop brushes’ into Google. Suggested results will appear (depending on whether or not you have Instant turned on, you’ll see 5 or 10 suggested results max. I’ll turn off Instant for now in order to get more suggested results). Position your mouse cursor immediately after ‘photoshop’. Now press space. The following should appear:

Continuar leyendo «5 Advanced Google Tricks to Help You Become a Better Web Designer»

Por qué las grandes marcas invierten en Google

Uno de los factores que más llaman la atención sobre el sistema de los anuncios patrocinados es su oscuridad, ya que se estima que muchas marcas están comprando posiciones allí, pero es difícil presentar unas estadísticas dado que el mismo sistema descentralizado de Adsense hace que cada compra sea muy sencilla y se pueda realizar por internet pero que la evaluación del conjunto sea una incógnita.


Los grandes anunciantes estadounidenses están apostando fuerte por invertir en las búsquedas patrocinadas en Google, según un informe publicado por la revista AdAge, que estima que una gran partida de este gasto permanece en las sombras.

La revista cree que cuando la marca BP se vio abocada al desastre publicitario detonado por el derrame en el Golfo de México, que mermó su imagen entre los consumidores locales, su primer objetivo fue recuperar su reputación online en Google, antes de centrarse a la televisión.

En este sentido, la marca invirtió más de 100 millones de dólares, que en su mayoría fueron a parar a la televisión, aunque fue significativa su inversión de 57.000 dólares mensuales en el buscador.
Continuar leyendo «Por qué las grandes marcas invierten en Google»

One year ago: Marketing Your Website with Search Engine Optimization

Many of the marketing techniques described on this blog are active, rather than passive. In other words, they require that we do something – pick up the phone to make cold calls, hit the social networking circuit, attend business mixers, that sort of thing.

Not surprisingly, these things take a lot of time. And they get short shrift when we get busy with paying clients. Nothing like having marketing that works. But it sure would be nice to have marketing that doesn’t require so much work.

Enter search engine optimization (SEO). Call it marketing that gets business to come to you, even when you’re sleeping. I’ve been in this fortunate position, and I’ll elaborate on it later in this article.

In the meantime, let’s talk about what you can do to improve your search engine positioning. Be forewarned, this can turn into a time- and life-sucking project. I hope you don’t get so tunneled into SEO that you forget to interact with The Real World. Keep SEO in perspective, okay?

The first decision you should make is what you want to rank well on. It may not be what people are searching for. Google has a couple of tools that can aid your quest for the perfect keywords:

1. AdWords Keyword Tool shows the previous month’s search volumes. And, if you’re interested in purchasing some AdWords, it will also show the number of advertisers bidding on each keyword.
2. Search-based Keyword Tool looks at your site and matches the content with words that Google searchers are using. While some of the terms it finds will seem far-fetched, you’ll probably see one or two that would be worth weaving into your copy.

If you’ve already built your site, you can see how people have found it with Google Analytics. This is a wonderful traffic analysis tool – and it’s free. But prepare to be surprised. The keywords you’ve carefully worked into your site may not be on your visitors’ minds.

What do you do about this? Well, you can get all huffy and remove that wonderful photo that you took five years ago. You know, the one that really doesn’t relate to the primary purpose of your site. But, gosh, that photo made for a great blog post. And your site visitors like it so much that it’s the most searched-for thing on your website.

Instead of squashing that off-topic photo with your delete key, why not offer visitors a chance to purchase prints and licensing rights? You could make this happen with PhotoShelter or RedBubble. And then you can thank your website visitors for showing you an opportunity that you’d overlooked.

Now, back to the purpose of your site. I imagine that you built it to promote your freelance business. So, make sure that your desired keywords are in:

1. Page title tags
2. Page headlines and subheads
3. Copy on the page. Be sure to get the keyword(s) into your first paragraph.
4. Words that are boldfaced within your copy.
5. Captions for photos and other images
6. Filenames of pages and images
7. Link anchor text. Don’t just tell them to “click here.” You’re more creative than that. Besides, your keywords are just waiting for something to do.
8. Page navigation breadcrumbs. Not only are they helpful to your visitors, breadcrumbs help search engine robots travel through your site.
9. Description meta tags. Google uses the content of this tag in its search results. Use your page copy to create a 60-character summary of its content.
10. Keyword meta tags. Due to widespread abuse by spammers, this tag doesn’t carry the clout that it once did. But pick the 10 best keywords on each page. Those are your keyword metas.
11. Site map. Use an HTML version on your site and create an XML version for Google. And be sure to add a link to your HTML site map from your “404 Not Found” page. This will help lost humans (and search engines) get back on track.
12. Blog. Google and other search engines like frequently updated sites. And, every time you add a blog post, you’ve updated your site. And, do your blog and your site link to each other? Make sure they do!


a chart to describe the search engine market
Image via Wikipedia

Many of the marketing techniques described on this blog are active, rather than passive. In other words, they require that we do something – pick up the phone to make cold calls, hit the social networking circuit, attend business mixers, that sort of thing.

Not surprisingly, these things take a lot of time. And they get short shrift when we get busy with paying clients. Nothing like having marketing that works. But it sure would be nice to have marketing that doesn’t require so much work.

Enter search engine optimization (SEO). Call it marketing that gets business to come to you, even when you’re sleeping. I’ve been in this fortunate position, and I’ll elaborate on it later in this article.

In the meantime, let’s talk about what you can do to improve your search engine positioning. Be forewarned, this can turn into a time- and life-sucking project. I hope you don’t get so tunneled into SEO that you forget to interact with The Real World. Keep SEO in perspective, okay?

The first decision you should make is what you want to rank well on. It may not be what people are searching for. Google has a couple of tools that can aid your quest for the perfect keywords:

  1. AdWords Keyword Tool shows the previous month’s search volumes. And, if you’re interested in purchasing some AdWords, it will also show the number of advertisers bidding on each keyword.
  2. Search-based Keyword Tool looks at your site and matches the content with words that Google searchers are using. While some of the terms it finds will seem far-fetched, you’ll probably see one or two that would be worth weaving into your copy.

If you’ve already built your site, you can see how people have found it with Google Analytics. This is a wonderful traffic analysis tool – and it’s free. But prepare to be surprised. The keywords you’ve carefully worked into your site may not be on your visitors’ minds.

What do you do about this? Well, you can get all huffy and remove that wonderful photo that you took five years ago. You know, the one that really doesn’t relate to the primary purpose of your site. But, gosh, that photo made for a great blog post. And your site visitors like it so much that it’s the most searched-for thing on your website.

Instead of squashing that off-topic photo with your delete key, why not offer visitors a chance to purchase prints and licensing rights? You could make this happen with PhotoShelter or RedBubble. And then you can thank your website visitors for showing you an opportunity that you’d overlooked.

Now, back to the purpose of your site. I imagine that you built it to promote your freelance business. So, make sure that your desired keywords are in:

  1. Page title tags
  2. Page headlines and subheads
  3. Copy on the page. Be sure to get the keyword(s) into your first paragraph.
  4. Words that are boldfaced within your copy.
  5. Captions for photos and other images
  6. Filenames of pages and images
  7. Link anchor text. Don’t just tell them to “click here.” You’re more creative than that. Besides, your keywords are just waiting for something to do.
  8. Page navigation breadcrumbs. Not only are they helpful to your visitors, breadcrumbs help search engine robots travel through your site.
  9. Description meta tags. Google uses the content of this tag in its search results. Use your page copy to create a 60-character summary of its content.
  10. Keyword meta tags. Due to widespread abuse by spammers, this tag doesn’t carry the clout that it once did. But pick the 10 best keywords on each page. Those are your keyword metas.
  11. Site map. Use an HTML version on your site and create an XML version for Google. And be sure to add a link to your HTML site map from your “404 Not Found” page. This will help lost humans (and search engines) get back on track.
  12. Blog. Google and other search engines like frequently updated sites. And, every time you add a blog post, you’ve updated your site. And, do your blog and your site link to each other? Make sure they do! Continuar leyendo «One year ago: Marketing Your Website with Search Engine Optimization»

Search Analysis with Google Analytics

Tracking and studying searches on your site is a valuable part of site analytics, but many site owners underestimate the benefit of it. Website search analytics can provide advantageous insights into what people are looking for on your site and also what your site looks like in search engine results.

In this guide, we’ll go over the fundamentals of search analytics, using Google Analytics as our tool.

Types of Searches

We’ll look at the two broad categories of search: external search and internal search, both of which offer different information to you as a site owner.

External search relates to the keywords people use to arrive at your site through search engines such as Google.

Internal search is tracking what users input into the search feature on your site. For example, WordPress and Drupal have built-in website search capabilities that you can log through Google Analytics. Internal search capabilities in Google Analytics require some additional set up (which we’ll cover later down in this guide).



by Dave Sparks

Search Analysis with Google Analytics

Tracking and studying searches on your site is a valuable part of site analytics, but many site owners underestimate the benefit of it. Website search analytics can provide advantageous insights into what people are looking for on your site and also what your site looks like in search engine results.

In this guide, we’ll go over the fundamentals of search analytics, using Google Analytics as our tool.

Types of Searches

We’ll look at the two broad categories of search: external search and internal search, both of which offer different information to you as a site owner.

External search relates to the keywords people use to arrive at your site through search engines such as Google.

Internal search is tracking what users input into the search feature on your site. For example, WordPress and Drupal have built-in website search capabilities that you can log through Google Analytics. Internal search capabilities in Google Analytics require some additional set up (which we’ll cover later down in this guide). Continuar leyendo «Search Analysis with Google Analytics»

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