  Rob's Notes |
| 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 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 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? 3) exclude YOUR browser and all staff browsers to see STALKERS and LOYAL COMPETITORS |