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Building your business for digital successFern YitDigital Strategy Director, Proximity Singapore
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Learning Objectives▸ Understand analytics▸ Business metrics that matters▸ Identifying opportunities in numbers▸ Cheatsheet
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House rules▸ Slides would be provided after the talk. I will tweet it out.
Follow on Twitter - @fernyit▸ Ask questions using the link above▸ Help upvote useful questions to the top
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About me
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UXAnalytics
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UXAnalytics Why?
Who?What?When?Where?How?
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WE ARE ALL LIARS
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Intuition Action
How people make decisions
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- "The hidden genius of Donald Rumsfeld"
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- "The hidden genius of Donald Rumsfeld"
⬅ Digital analytics
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How people make decisions
Intuition Action
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Collect Data
How people make decisions
ActionAnalyze Data
Measure
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Understanding Analytics
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How does it work?
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30 days expiry
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How did they come to your site?
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Organic search
Direct Referral
Paid search
Social Campaign
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Elements and what do they represent?
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Sessions
Users Pageviews
Bounce rate
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Multiple Sessions
1 User
Multiple Pageviews
Bounce rate
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Sections in Google Analytics
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Audience
Behaviour Conversions
Acquisition
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So, what can Google Analytics do?
How is your website performing?Where does your users come from?If you sell online, how did you perform day to day?Where in the funnel did you lost customers?
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Business metrics that matters
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1. Business Goals2. Setting up the funnel3. Measure4. Optimize
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Home page
Product page
Product detail
cart
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Which one matters more?
PageviewsUsers Unique usersVideo viewsClick through rate
Bounce ratesPage per sessionDurationCompletion
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Actionable metrics takes more than 1 metric to provide insights to make better decisions
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Cost per acquisitionGoal completion ratesRevenue per visitor
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Home page
Product page
Product detail
cart
$2 CPC ad10,000 visitors
$0 purchased
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Home page
Product page
Product detail
cart
$5 CPC ad1000 visitors
$10 purchased per visitor
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Identifying opportunities in numbers
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Collect Data ActionAnalyze Data
Measure
● Hypothesis● Run Test● Optimize
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Home page
Product page
Product detail
cart
$2 CPC ad10,000 visitors
$0 purchased
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Why didn't they buy?Product sucksWrong audienceBad designPrice too high…
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Home page
Product page
Product detail
cart
10,000 visitors
5,000 visitors
2,000 visitors
0 visitor
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Home page
Product page
Product detail
cart
10,000 visitors
5,000 visitors
2,000 visitors
0 visitor
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Last click attribution VS.Multi-Channel Funnel
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?
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Know your competitions
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“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”― Sun Tzu, The Art of War
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Say hello to your 2 friends:
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SimilarWeb
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Moz.com open site explorer
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Cheatsheet: Working together with your business
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Proposed setup
Wordpress
Website
Google Tag Manager
Google Analytics
Facebook tracking
pixel
AnalyticsTraffic Driver
Search console
Mailchimp
Adwords
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Getting your business ready
Web analytics
▸ Google Analytics setup▸ Webmaster tool search console▸ Google Adwords ▸ Link all 3 above in Google Analytics
Social network:
▸ Facebook tracking pixel on website
Mailchimp
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Additional Reading
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Useful links
▸ https://www.google.com.sg/partners/ ▸ https://analytics.google.com/analytics/web/▸ https://www.google.com/analytics/tag-manager/ ▸ https://support.google.com/analytics/answer/1033867?
hl=en#url_builder_form ▸ https://www.google.com/webmasters/tools/home?hl=en ▸ https://www.en.advertisercommunity.com/t5/Google-Analytics/ct-
p/Google_Analytics ▸ http://mailchimp.com/
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LASTLY...
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HYPOTHESIZETEST
MEASUREREPEAT
Thank you
Q&A
