{"id":631,"date":"2012-01-16T12:07:17","date_gmt":"2012-01-16T10:07:17","guid":{"rendered":"http:\/\/www.nekuda.co.il\/en\/?p=631"},"modified":"2012-01-16T12:07:17","modified_gmt":"2012-01-16T10:07:17","slug":"analytics-landing-page-optimization-smx-israel","status":"publish","type":"post","link":"https:\/\/www.nekuda.co.il\/en\/analytics-landing-page-optimization-smx-israel\/","title":{"rendered":"Analytics & Landing Page Optimization"},"content":{"rendered":"

Moderator: Ophir Cohen, Universal McCann Search
\nSpeakers: Yehoshua Coren, Analytics Ninja; Adam Tal, adamtal.com; Ariel Hochstadt, Google Israel; Adir Regev, Go Internet Marketing; Daniel Waisberg, Online Behavior.
\n\"Adir<\/a><\/p>\n

Adir Regev of Go Internet Marketing<\/a>:<\/p>\n

What is Actionable Data?<\/strong><\/p>\n

From the business point of view – more profit and an increased volume of sales.<\/p>\n

What parameter defines profitability\/Volume?<\/p>\n

Example: Dan Hotels<\/strong><\/p>\n

Profitability<\/strong> means transaction;<\/p>\n

Volume<\/strong> \u2013 conversion rate<\/p>\n

Analytics show many transactions from Russia, what led to new pages in Russian. The results – rise of 65% in conversion rates. Now they think of how to split traffic to get the right traffic to the right side (English\/Russian).<\/p>\n

Example #2: Materna<\/strong><\/p>\n

Israeli child’s nutrition company who had low sales online<\/p>\n

Profitability<\/strong> was defined by page views, members registration.<\/p>\n

Volume<\/strong> \u2013 traffic\/advertising costs<\/p>\n

Results<\/strong> of local online advertising campaigns showed high costs and low volume.<\/p>\n

Example #3: Walla tours<\/strong><\/p>\n

Profit<\/strong> \u2013 online\/offline sales<\/p>\n

Volume<\/strong> \u2013 traffic, phone calls<\/p>\n

Monitoring 15,000 phone calls \u2013 sync with adwords campaigns keywords<\/p>\n

Results<\/strong> \u2013 raise in sales and in traffic.<\/p>\n

Conclusion<\/strong>: look for simple data that can create the highest effect in the shortest time. Show the client’s the bottom line, the raise in percentage, etc.<\/p>\n

Ends with a Google analytics commercial:<\/p>\n

<\/object><\/p>\n

Adir Regev Analytics presentation<\/em><\/a><\/p>\n

Yehoshua Coren of Analytics Ninja<\/a><\/p>\n

Going Beyond the Page View \u2013 Event Tracking<\/strong><\/p>\n

Tracks: category, action, label<\/p>\n

Category – the most broad<\/p>\n

Action \u2013 can be whatever you want (registration, download, etc)<\/p>\n

Label – describes action<\/p>\n

Navigation \u2013 which refine people use the most<\/p>\n

Test different options<\/p>\n

Category page \u2013 what category people are clicking (best sells, etc..)<\/p>\n

Test different product presentations<\/p>\n

Cross Sells \u2013 how many people add actions to their purchases<\/p>\n

Interaction that doesn\u2019t load new pages on the site \u2013 track with event tracking (java pages, submissions)<\/p>\n

Custom Variables \u2013 the who. Events \u2013 the what<\/p>\n

The impact of design on different page elements; even moving the location of the shipping impacts conversion rates.<\/p>\n

Yehoshua Coren Presentation<\/a><\/em><\/p>\n

Daniel Waisberg (Online Behavior<\/a>):<\/p>\n

The power of custom variables<\/strong><\/p>\n

Custom variables \u2013 things people do on the websites (sign to newsletter, see specific content..) is the most important thing in Google Analytics. Allows you to define additional segments to your visitors (countries, browsers), add information to the cookie of the visitor (more options on the paid version).<\/p>\n

Hierarchy of custom variables:<\/strong><\/p>\n

Three types of identifiers: visitor level \u2013 personal and unchangeable, visit level \u2013 change daily and page level – change every time the visitor changes pages.<\/p>\n

Sign up form<\/strong> \u2013 optimize so the sign up won\u2019t be shown for users who have already signed up (or returning buyers), an example of a visitor level type of custom variable.<\/p>\n

Tracking internal campaigns<\/strong> \u2013 example of a visit level.<\/p>\n

Group pages under variables<\/strong> (sports, technology), conversion site per section – Page level.<\/p>\n

Ariel Hochstadt, Google Israel<\/a><\/p>\n

Optimization of landing pages<\/strong><\/p>\n