Trevor Claiborne Avvo 2010

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

Google Website Optimizer

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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@google.com

@tclaiborne