Tag : google-analytics
Tag : google-analytics
I’ve been consulting with an on online retailer to set up an online marketing strategy to reach qualified customers in a specific geographic location. One of the first things I did for my client was an in-depth analysis of their website statistics to better understand this audience segment.
For those of you using Google Analytics, this is pretty easy to do just by setting up an “Advanced Segment” within your Google Analytics account. For my client, we were able to look more closely at visitors from the targeted geographic area who had a revenue value of $200 or more. We also compared the conversion performance of these visitors from different traffic sources including PPC, organic, and referrals.
Some of the benefits of using Advanced Segments in Google Analytics include:
After conducting this analysis, we learned that visitors from our geotargeted location had converted at a higher rate from certain keyword searches and were more frequently driven to our site from several key referring blogs. This information allowed us to optimize our PPC campaign more effectively for this geographic region and also gave us good data to go back to our referring site partners to obtain better sponsorships and placement opportunities.
In the example above, we wanted to find out more about customers that came to the site and spent more than $200 (“top users”). In order to set up this Advanced Segment in Google Analytics, we did the following:
You now have a new segment created so you can view website activity for those visitors who have spent more than $200 on your website. To see keyword activity, go to the Traffic Sources report and click on “Keywords”. Within the Advanced Segments drop down menu which is located at the top right of the page, above the graph, you will now see a segment named “Visits where more than $200 spent” under the “Custom Segments” box. Check the box next to this segment and then click the “Apply” button.
To learn how to segment your Social Media traffic using a dimension with a RegEx value in a new Advanced Segment, stay tuned.
Whether you’re just getting started or interested in becoming a Google Analytics Guru, here are some great multimedia resources to learn more about this valuable tool.
Just getting started: View this Google Analytics Interface Tutorial.
Avinash Kaushik explains how to establishing context for your analytics data is more important than picking the right KPIs. Be sure to check out his book, Web Analytics: An Hour a Day, or visit his Occam’s Razor blog. Excellent resources for all analytics gurus.