3 keys to successful user analysis - eshow 2014
DESCRIPTION
The 3 keys to successful user analysis: userId, multidevice analysis and register/login strategiesTRANSCRIPT
Xavier Colomés
@xavier_colomes
3 keys for successful User Analysis
3 keys
• UserID
• MultiDevice Analysis
• Login Strategies
@xavier_colomes
UserID
1UserdID
• Cookies
• Toolbars / Plugins
• Shared element• telephone, email... No!
• Facebook, Google… Uhmm we can’t really access that data
• Digital ID? Retina scan? Finger print? Sure… one day!
• Logged in user? Yes!
How can we measure Users?
User Centered
Multidevice
Google T&C Compliant (PII)
Allows user widening BBDD o CRM
… and Universal Analytics implements it!
I call that….
Is UserID a valid way to measure users not sessions?
Usario logeado = UserID
No brainer!
• UserID is NOT the ClientID• CLientID is the browser ID, assigned by GA• userID is the user ID, assigned by DB or CRM• Both are used for different reasons
UserID vs ClientID
• The user ID travels in every UA hit
UserID Implementation
https://developers.google.com/analytics/devguides/collection/analyticsjs/user-id
Addthe UserID as CD too! Tip from @edbrocklebank
UserID: recap
Crear
Login/Register
UserID UserID
CRM or DB
2MultiDevice Analysis
• Implementing UserID unlocks a secret UA feature: a UserID view!
UserID view
Multidevice analysis: before we see it…
• This view contains only visits with UserId, 90 day range
• Hits within a UserID visit without UserID won’t be included if they happen AFTER the UserId hit
• Very imporant to have it in the APP and actívate the ecommerce report!
https://support.google.com/analytics/answer/4574780
Multidevice analysis: fashion ecommerce
64% users use desktop ONLY
86% only use 1 device
Only 50% of mobile users visit only from mobile
54% of mobile revenue happens in desktop too
25% of revenue has been influenced by 2 devices
Multidevice Analysis
CR for users who used 2 devices is 2x users who visit from 1 device only (correlation, not causation!)
41%
84%
91%
Multidevice Analysis
Multidevice Analysis
Ańálisis MultiDispositivo
3Login Strategies
Login Strategies
• Login / register has never been a priority in
web / mktng teams
• We need to optimise it to get more UserId’s
but also toimprove UX and conversions
• If you don’t have a optimised Login flow, you
will never personalize
• Very few players are doing a good job here,
examples in the right: zappos, kayak,
harrods… No motivation to register, no value,
no trigger…
Login Strategies
• Fogg model for behavioural modification• To register Login we need MAT:
• A motivation (discount, personalization, unique content, etc)
• Ability to do: a quick form or Facebook/twitter/google connect
• A trigger: Bells, interruptors, etc..
http://www.behaviormodel.org/
Login Strategies: Selfridges doesn’t udnerstand FOGG
https://econsultancy.com/blog/65531-selfridges-new-40m-site-reviewed#i.m150py11aocvwv
40m GBP
• Why should I register?• It’s not easy• There’s no trigger
Login Strategies: Fair information Exchange (Jim Sterne)
http://www.clickz.com/clickz/column/2308573/a-new-marketing-metric-personally-provided-information
Login strategies. Good practices
• Discounts• Personalization• Contests• Special features• Unique content• Re-order
Triggers: bells = alert = neuromarketing
Last tip: Focus on 1 reason! 1 only!
Stop analysing sessionsStart analysing users
www.ConversionGarden.com