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| Stupid Yahoo! Web Analytics Tricks What have you been up to since we last talked? -- Internet Retailer CHI, testified to Congress; Brazil SMX; PUBCON Las Vegas, videos with Avinash What do you think about Yahoo! Web Analytics? -- blah blah blah Why are analytics important? -- blah blah blah -- averages don't matter -- segment and trend How can retailers get started with Y!WA? Turn on Yahoo! Web Analytics. -- make Yahoo! Web Analytics your homepage -- Yahoo! Web Analytics is slow. Servers are still in HUNGARY I think... but not for long... Educate yourself about using Analytics in General and Yahoo! Web Analytics HOW CAN RETAILERS EDUCATE THEMSELVES? 1) get avinash's book. WEB ANALYTICS: AN HOUR A DAY 2) watch his MARKET MOTIVE videos. I'm in one of one of 'em. There's a FREEBIE. (I get paid if you sign up for the $$$ part) OK. What if I already have GOOGLE Analytics? Yahoo! Web Analytics is better than GA, but run both if you have both set-up now. Get Monitus so you can see Transaction Assist Report / KWP of the Day -- Mike gets it. How can I make sure my YWA is set-up right? implementation is done for you + tag your PPC URLs. GA can do this automatically, I use Google Adwords Editor + tag your EMAIL URLS Rob, what do YOU do on your stores with Yahoo! Web Analytics? -- short-term trouble shooting -- long term site improvement / data collection / trends Tell me about short-term and trouble shooting am I getting traffic? does my ppc traffic kinda equal what GAW YSM says it is? are email clicks tracking as campaigns? use the DASHBOARD -- great place to start YAHOO! WA E-Commerce Dashboard SALES KPIs REVENUE AVG ORDR VALUE CONVERSION RATE BROWSE RATE AVG NUM ITEMS ACTIONS GRAPH : SALES SUMMARY TRAFFIC KPIS visits monthly uniques monthly returning AVG time per visit AVG clicks PAGEVIEWS VISITS GRAPH (organic/direct/other) Bounce rate by revenue (using rev participation Conversion Ratio by Search Phrase Product Conversion by SKU Top Internal Searches CONVERSION RATE GRAPH -- organic -- ppc -- other referrals What are your favorite reports? REPORT Use 404 reports to find broken links / bad PPC ads / problems REPORT Use LAST VISITOR to see all kinds of stuff! - filter by ACTION to see started CARTS, see completed orders Tell me about longer term site improvement / data collection Use Conversion by Search Phrase to collect converting keywords Separate YOUR brand phrases /navigational queries Use ENTRY PAGE by keyword to see MRP (most relevant page) also for seeing all the keywords that should be on a page (modifiers) Separate PPC and Organic you have to TAG your PPC URLs or they look organic I use separate pages for exact match I use separate pages for broad match << negative match in Yahoo! Web Analytics -- You must tag your PPC URLS or they look organic + Google Analytics -- in GA Google can do this for you REPORT: Use Visits to Purchase to see Buying Cycle REPORT: Use Time on Site as a better predictor for conversion What things do retailers need to watch out for? 1) when tracking is about 90% right, that's close enough 2) depending on what you sell and price point, MOST of your sales come from multiple visits -- don't be fooled by BRAND / NAVIGATIONAL searches -- don't let PPC tracking fool you... GAW will take credit GET REAL ABOUT MULTIPLE -- LOOK AT BUYING CYCLE how many visits to your site does it take until someone buys? are folks searching for your name coming back? or NAV searches? According to Monitus -- TRANSACTION assist report: SAMPLE of 116 Orders 62 were 1 visit / 1 order ($73) 54 had MORE than one visit to purchase ($121) 17 of those came back 2+ sessions on BUY DAY 6 orders were direct PPC clicks with 1 visit > 1 conversion KEYWORD DATA 55 had KWP data 63 showed no CKWP but 22 of those keywords were "lost" > multiple sessions / visits over 1+ days showed up in MONITUS TRANSACTION REPORT :) LOST COOKIES 33 showed last referrer as DIRECT but 24 of those were +1 visit 6 showed a domain or company name as CKWP 4 showed Y! Cart 3 showed Paypal as referrer 6 showed an email URL as THE referrer 3) exclude YOUR browser and all staff browsers to see STALKERS and LOYAL COMPETITORS |