|Get Monitus so you can see Transaction Assist Report / KWP of the Day -- Mike gets it.|
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.
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
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 :)
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
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
AVG ORDR VALUE
AVG NUM ITEMS
GRAPH : SALES SUMMARY
AVG time per visit
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
-- 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?
3) exclude YOUR browser and all staff browsers to see STALKERS and LOYAL COMPETITORS