Webová analytika mimo click stream houseofrezac.com Vytvořeno 7. dubna 2017 Aktualizace 13. dubna 2017 Pavel Šabatka pavel@houseofrezac.com House of Řezáč, s.r.o. Údolní 222/5, S02 00 Brno O čem to bude dnes Vybrané kapitolky z webové analytiky -► Competitive inteligence -► Reporting -► A/B testování -► Pokročilé vyhodnocení kampaní Prostor pro projekty Konverzní poměr 3 % a 3 000 sessions za den. To je skvělé! j* Konverzní poměr 3 % a 3 000 sessions za den. To je skvělé! 6 Zdroje dat Kvantitativní -► SimilarWeb a podobné služby -► Google Analytics -► H eureka -► Netmonitor Kvalitativní -► Uživatelské testování -► Mistery shopping Search reports and help CUSTOMIZATION Reports © RIAI Overview Active Users Cohort Analysis BErfl User Explorer ► Demographics ► Interests ► Geo ► Behavior ► Technology ► Mobile ► Custom ▼ Benchmarking Channels Location Devices Users Flow J-» ACQUISITION Q ADMIN Sessions ^ vs. Benchmark Sessions • Sessions Benchmark Sessions 10,000 Primary Dimension: Default Channel Grouping = ■!" SortType: [ Detain □ Default Channel Grouping 1. Organic Search 2. Direct 3. Referral 4. Email 5. Display 6. Social 7. (Other) 8. Paid Search 9. Other Advertising Acquisition 12,92%* 20C.3B0 vs 230,118 58.39% * 175,236 vs 110,633 -62.12% + 22,373 vs 59,063 -92.32% * 2,083 vs 27,132 -96,31% * 333 vs 9,026 -97.23% * 26B vs 9,66« -9».58% * 47 vs 11,207 -99.72% * 33 vs 11,620 -99.98% * 7vs 32,441 -100,00% * 0 vs 5,445 % New Sessions 41.09%* 79.31% vs 56.21% 29.62% * 78.89* vs 60.86% 48.14% * 84.22% vs 56.85% 71.80% * 65.67% vs 38.23% 143.09% * 68.47* vs 27.60% 33.62% * 76.12% vs £4.91% I 8. r:7: = 68.09% vs 57.52% -82.19% * 9.09% vs 51.05% 16.26% 71.43% vs 61.44% -100.00% * 0.00% vs 71.11% New Users 22,86%* 158,922 vs 129,355 10531% * 138,239 vs 67,333 -43.88% * 18.B43VS 33,579 -86.81% * 1,368 vs 10,372 -90.85% * 228 vs 2,491 -96.16% * 204 vs 5,308 -99.50% * 32 vs 6,446 -99.95% * 3 vs 5,932 -99.97% * 5 vs 19,931 -100.00% * 0 vs 3,872 Pages I Session 23.53%* 2.34 VS3.06 -21.59% * 2.37 vs 3.02 -36.13% * 1.9B vs3.11 8.89% * 3.80 vs3.49 -54.05% ♦ 1.3B vs 2.99 -0.90% ♦ 1.90 vs 1.92 57.19% * 3.26 vs 2.07 82.22% * 5 00 vs 2 74 -35.75% * 2.14 vs 3.34 -100.00% * 0 00 vsl 93 Avg. Session Duration 50,44%* 00:01:2B vs 00:02:57 -47.85% * 00:0129 vs 00:02:50 -63.37% * 00:01:12vs 00:03:17 -I7.72:> 00:02:59 vs 00:03:38 -64.28% * 00:01:13vs 00:03:26 -15.16% 00:01:01 vs 00:01:12 300.72% * 00:07:06 vs 00:01 46 -21.16% * 00:01:42 vs 00:02:10 -37.33% * 00:0133 vs 00:02:28 -100.00% * 00:00:00 vs 00:01:12 Bounce Rate 16.35%* 44.81%V5 53.57% -1 8.43% * 43.97% vs 53.91% 1.28% * 53.57% vs 52.89% -46.30% * 25.73% vs 47.92% -90.86% * 4.20% vs 45.98% -11.02% * 65.67% vs 73.81% -49.31% * 34.04% vs 67.15% -83.80% * 9.09% vs 56.13% -46.08% * 28.57% vs 52.99% -100.00% * 0.00% vs 62.75% Sh;\'-" rsws: 10 SimilarWeb i SimilarWeb Discover any Website or App Products Solutions Resources Company Pricing . Download PDF Q All countries v (TTTJ Last month (March 17) v Referrals Audience Mobile Apps E5J J* S amaZOn.COm 0 + Add Competitors »0.11! Referral s Sea rch So c la I What do you think about our traffic sources analysis? Send Feedback Referrals 22.59% Of traffic is from Referrals Top Referring Sites: © 4.67%.. a 9 65» ? dealE.kinja.com 4.52% —..... a 14.21» fiU sllckdeals.net O primevideo.com 2.73% """ 20.53* a aroazon.com Top Destination Sites: © I netflix.com 6.85% I yojtube.com 6.50% a 34.82* I amazon.co.uk 6.27% A 8.16« ......© images-na.ssl-im... 5.91% a 6.08* Úkol -► Srovnejte návštěvnost mall.cz a alza.cz Reportování Q3t ^ Báj*/ V* Ar« -/ -./ f Potřebuji mít aktuální přehled Chci mít informace z různých zdrojů Potřebuji data z původního nástroje nějak transformovat Global World Domination Inc Digital Marketing Measurement Model Website Goal: Reinforce Offline/Online Advertising KPI: Branded Traffic Target: 7k Visits/Mo Segments: ■ Traffic Sources Converted Visits Website Goal: Capture Leads (Email/Contact} Website Goal: Provide Hornebuyer Info & Resources KPI: Conv.eNews Target: 45/Mo KPI: Conv. Honra Tours Target: 20/Mo KPI: # of Downloads Target: 150/Mo Segments: Traffic Sources Site Tools Used Segments: Visitor Type Content Type Viewed Segments: Document Type Geography ighiight Events Website Goal: Er.5a.5e Community via Local Events KPI: Visitor Loyalty Target: 50% Repeat Visits Segments: % % 3+ Visits Buckets -► Hračky -► Google Analytics custom dashboardy -► Google Data Studio -► Bl nástroje Power Bl -► Tableau -► Good Data Vytvořte si report -► Google Data Studio https://datastudio.google.com -► webova.analytika.kisk@gmail.com / VIKMB20+ Motivace -► Ověřit, jestli mají realizované úpravy vliv -► Poznat chování a potřeby uživatelů webu Proces Výzkum Vyhodnocení Implementace Proces Výzkum Vyhodnocení Implementace Výzkum -► Heuristická analýza -► Technická revize webu -► Analýza click stream -► Analýza sledování myši -► Ankety, analýza chatu -► Uživatelské testování Plány -► Prioritizace stestů -► Roadmap -► Požadavky na kodéry, programátory 21 Vyhodnocení -► Nástroj -► Google Analytics Datasheet: submit a form Uniques Totals Show Chart The percentage of visitors who triggered datasheet-form-s ubrn itted (custom event). 5) Original is currently beating Updated form. VARIATION UNIQUE CONVERSIONS VISITORS CONVERSION RATE DIFFERENCE INTERVAL IMPROVEMENT STATISTICAL SIGNIFICANCE STATUS C 'Zj 1c 676 9,216 7.33% — — baseline J Updated form 548 9.183 5.97% - -18.6% 97% loser Updated form, CTA 6,176 6.66% — I- -9.2% O • 10,000 visitors remaining. C ■ ': D.. I let? 252 3.393 7.42% —^— +1.1% o