3 keys to successful user analysis - eshow 2014

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