Empirical Path founder Peter Howley delivered a talk on how to "Track, Report & Optimize Your Web Creations" to HTTQ on May 1. Howley admitted to being one of the "green-eyeshade-wearing bean-counters" in the summary below:
"You create a cool web experience using cutting-edge tools and techniques. Then some green-eyeshade-wearing bean-counter — who admittedly paid for it — inevitably wants to know if anyone’s using your site/app/feature, and how it can do more for his bottom line. That’s where web analytics and conversion optimization come in. Peter Howley from the ABQ office of Google Analytics Certified Partner Empirical Path will present techniques to track visitor interactions with rich user experiences that don’t follow the traditional URL-to-URL path. He’ll review how to roll up, segment, and deliver that tracking as reports that a marketer and accountant can understand. And he’ll show techniques to get more widgets/signups/donations/shares from key pages on sites and apps via split testing."
The presentation detailed how to improve digital properties and communicate results by:
- Counting conversions -- with examples of tracking video plays and social media shares
- Segmenting audiences -- via Custom Variables and Campaign Tracking
- Testing ideas -- with Google Content Experiments and Optimizely
- Sharing Insights -- via APIs, spreadsheets, and dashboards