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Keyword Conversion Tracking – What is it?

The most important stat for a website is conversion. A conversion might be a purchase for an online store, a filled enquiry form for a services company, a whitepaper download, etc etc. Keyword Conversion tracking helps you understand the most important thing that contributed to that conversion. The keyword that the visitor put into the Search Engine, landed on your website or microsite and triggered a conversion event. These are the visitors that are doing conversion on your website. Lets look at how you can track this.

Keyword Conversion Funnel – Customer Conversion LifeCycle

Lets have a look at a customer conversion lifecycle. 

What you have at the Traffic stage where most of the data gets analyzed is a lot of noise. At this stage, you have visitors coming from multiple sources, referrals using multiple keywords. When Visitors land on your page, some bounce back. Some move into research stage where they are consuming the information.

Once satisfied, some visitors will move into a consideration stage, and with the right information in front of them eventually move into a conversion stage. This is where you want to track what your users searched for to eventuate the conversion.

Using Keyword Conversion Tracking with Web Analytics

You need a fairly robust analytics solution to track Keyword Conversion. You need at least Google Analytics or Piwik Web Analytics at the free end. At the paid end, you get more robustness, flexibility, analysis and offline data analysis through platforms such as Adobe SiteCatalyst powered by Omniture, CoreMetrics or WebTrends.  Please view our post on the list of Web Analytics Platforms for more information on these providers.

Google Analytics Keyword Conversion Tracking

• Set up Goals in Google Analytics (against your conversions)
• Click on Traffic Sources > Keywords
• Click on the Goal Tab that refers to your conversion
• View the report (Note: click on the heading of your conversion name to sort it)

Piwik Web Analytics Keyword Conversion Tracking

• Set up Goals in Piwik Web Analytics
• Click on the Goals Tab and pick your specific Goal
• Select  a suitable date range
• Click on keywords > Conversion Rate to see the most popular converting Keywords

Keyword Conversion Tracking Outcomes

So now you have the data! But what do you do with the data?

• Focus on converting Keywords
• Focus on optmising our landing pages to those Keywords
• Review Visitor Traffic Path
• Optmise Visitor Traffic Path.

Source Conversion Tracking & Referral Conversion Tracking

Similarly, you need to start tracking your source and your Referrals for best way for conversion.

DzineClub Web Analytics Implementation and Consulting services can help you gain these insights from your otherwise flat ordinary reporting and help you really evaluate your business. Using these information you will know where to invest in moving forward. 

For more information please email us at info@dzineclub.com

One of the newer plug-in in Piwik Web Analytics is Goals. This plug-in allows you to track Goals on your website, put monetary value against them and analyse which areas and sources of traffic are contributing to your goals.

It is not as advanced as Goals in Google Analytics and not as comprehensive. It doesn’t have a conversion funnel and multiple stages but still does a really good job of giving you an overview about how and why a conversion is happening on your website.

Types of Goals and Setting them

Visitor Goals

Visitor Goals can be set up and assigned a dollar value when

• a visitor visits a page on the website
• a visitor downloads a file
• a visitor clicks on a link to an external website

Manual Goals

Manual Goals can also be set up and called as required

• Visitor makes a purchase (The price value can be passed to the Goal)
• Visitor clicks on a link
• Visitor Fills a form (or a form element)

Once all of these are set up, comes the interesting part.

Reporting – The Interesting Part

Once you set up your goals, this is where it gets interesting. The data you can get out of Goals in piwik quickly is amazing. Here is the info you can get

Please note that all the reports below are reflective of only one goal – enquiries

How many Goals you are hitting every day

A graph of daily Goals on your dashboard, which gives you a quick overview of how many goals you are hitting daily and the trend

What is your conversion Rate on Goals

Based on the conversion graph you can see how many conversion you have had, and what is our conversion rate. If you have setup multiple goals you can see the overall conversion rate for all the goals

What Keywords and giving you the highest Conversions

This report is very good and quickly gives you a good overview of what keywords are producing conversions for you.

What Search Engines are Giving you the highest Conversions

A report on what Search Engines are Giving you the highest Conversions

What Websites / Affiliates are Giving you the Highest Conversions

Some Affiliates might be sending you a lot of traffic but not necessarily turning that into conversion. This report will help you identify the hit rate for goals against your affiliate websites

What Marketing Campaigns are giving you the highest conversions

This includes your email campaigns, direct mail campaigns, Advertisements, Offline campaigns that you have tracked as well as your SEM Campaigns

What is your breakdown of conversion across Search Engines / Direct Entry and Referrers

Which of your referrers gives you the highest conversion. I

Conversion Goals  Breakdown by Country and Continent

What countries and contributing to your Conversion Goals

Conversion Goals Breakdown by Time of the day

What time of the day are your visitors most likely to convert

Would you like to get these reports for your website? Get in touch with us at info@dzineclub.com

Everything is great about analytics but over time analytics loses its value because of these two problems

• It is hard to access
• You do not know what actions to take based on the reports

 

Making Analytics easy to access

We’ll look at how we can solve the first issue on this post, being hard to access.

Google Analytics has a great way of setting up alerts and scheduling of sending reports that makes it easy for you to access data. The problem with things being sent to you is that you are not motivated to view them. For me, my analytics reports land on my inbox once every 2 weeks and I barely look at them. What I really do to view what my visitors are doing is use custom applications that read analytics data and I can access information that is important for me through these. Here are a bunch of applications on iphone and Adobe Air that you can use to keep track of your analytics.

For this post we’ll mainly focus on free applications:

 

Google Analytics – Adobe Air applications

 



Polaris for Google Analytics

Polaris is a cross-platform desktop widget for Google Analytics. With 8 standard reports it’s the easiest way keep your data always instantly available. The rich interface and swift navigation make it a pleasure to use.
Download Polaris for Google Analytics here

 



TrakkBoard Adobe Air Application for Google Analytics

Trakkboard allows you to compare and view reports on single or multiple Google Analytics accounts form one dashboard. You do not need to log into Google Analytics and can create multiple dashboards for the data you are comparing.

Download TrakkBoard for Google Analytics here

 

Piwik – Adobe Air applications

Desktop Web Analytics for Piwik

If you use Piwik Analytics, Desktop Web Analytics for Piwik is an amazing app to visualise your analytics. You can set up multiple profiles so that you can view multiple analytics accounts. There is also a live tab where you can view what users are doing live on your website.

Download Desktop Web Analytics for Piwik here

The Live Plugin for Piwik – Open Source Web Analytics gives the following information for your visitors if you enable the live plugin.

Date:
Date when the visited

Time:
Time of Visit

IP Address:
IP address of visitor

Location:
What Country the visitor came from

Internet Provider:
Who was the internet provider

Pages per visit:
How many pages they visited

New/Returning Visitor:
New Visitor or Returning Visitor

Visit duration:
How long they stayed on site

Referrer URL:
What traffic source they originated form

Keywords:
If they used a Search Engine what keywords they used

Operating System:
What Operating System they used

Browser:
What browser they were using

Plugin:
What plugins they had installed

• java
• flash
• quicktime
• realplayer
• windowsmedia
• silverlight
• gears
• pdf
• director

Traffic flow:
What actions they took on the site? what pages they started with and what pages did they flow into

One of the features that we love after using Piwik web analytics for DzineClub Website is the live plugin/feature. This allows us to see in live and real time where our visitors are coming from with what attributes, how long they are spending on the site and what actions they took on the website.

Using Piwik Web Analytics, we can see for example our latest visitor was from France and came through Google Search Enging searching on Social Media Marketing. He/She spent 3.5 minutes going through roughly 6 pages on the site.

This also gives us a better information on our Paid Search Engine Marketing so that we can see on an individual level, how our various Search Engine Marketing campaigns are working out for us and improve them as required. The Live plugin for Piwik – open source web analytics allows us to look at that information at that granular level.

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Interested in Analytics solutions for your websites??

DzineClub can help you strategize and implement analytics solutions (Google Analytics, Piwik Web Analytics) on your websites based on your requirements. Please send us an email at info@dzineclub.com for more information.

While testing out free and open source analytics platforms (and the open-source alternative to Google Analytics) we have now integrated Piwik – Open Source Web Analytics into DzineClub. The installation was fairly easy and the system is now integrated into the website. Just the website at this stage and not the blog.

We are also using Google Analytics but The reasons why we picked Piwik as well are

• Data Ownership 
  Piwik will give us more flexibility around the data gathered and exporting it. Also we can be rest assured that they don’t access or use the data.
• Plugins and Extended Functionality
  We want plugins and Extended functionality. We haven’t included anything on it yet but it’s just a matter of time
• Real Time Tracking
  We love the real-time tracking functionality that it provides. Although you can do some workarounds around Google, but its not real-time tracking. Knowing how the website is responding to a campaign within the first 5 minutes can sometimes be a key in success and failure of that campaign.
• Hosted Locally
  It is hosted locally, so it will not go down unless our server is down. Plus because of this we can be rest assured that if a provider decides to charge for a system down the track or discontinue it, we still have the upper hand.

Here are the first 5 minutes of impressions:

1. The graphs are not as fancy as Google Analytics but very usable
2. There is an amazing Adobe Air app that lets me track what is going across the site
3. I like the plugins-report. It tells me if my users are using flash, silverlight, cookies, realplayer, quicktime, windowsmedia, java, gears, director and PDF plugins

We will be testing it thoroughly and updating the blog with what we find. Let us know if there is anything you are particularly interested in finding out.

Paid Analytics Providers:

Omniture SiteCatalyst®

Omniture SiteCatalyst® provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst helps marketers quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns. SiteCatalyst is part of the Omniture Online Marketing Suite of applications for online business optimizations.
http://www.omniture.com/en/products/online_analytics/sitecatalyst

Webtrends Analytics

Webtrends Analytics 9 delivers the industry’s most accurate picture of what’s happening on your web site, along with the data analysis and integration tools to help you turn even the largest stockpiles of online and offline records into understanding of your customers and business.
http://www.webtrends.com/Products/Analytics.aspx

Coremetrics

Use industry-leading Web analytics to understand visitor behavior and maximize return on marketing investment. Request a personal demo.
http://www.coremetrics.com/solutions/web-analytics-1.php

Unica – On Demand Web Analytics

Unica’s NetInsight is a marketing analytics solution for scalable, advanced web analytics for today’s marketer.
http://www.unica.com/products/enterprise-web-analytics.htm

Pion Tagless Web Analytics by Atomic Labs

Pion solves your toughest web analytics challenges. Capture fuller data with less overhead. Replay complete customer sessions. Assemble profiles across the cloud. See mobile web visitors. Works with all major vendors such as Omniture, Webtrends, Google Analytics and Unica.
http://new.atomiclabs.com/pion-web-analytics/index.php

Chartbeat Analytics

Chartbeat shows you real-time traffic to your website and allows you to set alerts for any downtime or spikes in traffic.
http://www.chartbeat.com/

Free Web Analytics:

Google analytics

Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.
http://www.google.com/analytics/

Piwik – Open Source Web Anlaytics

Piwik is a downloadable, open source (GPL licensed) web analytics software program. It provides you with detailed real time reports on your website visitors: the search engines and keywords they used, the language they speak, your popular pages… and more.
http://www.piwik.com

JAWStats Website Statistics

JAWStats is a free, open-source website statistics and analytics package. It runs in conjunction with AWStats and produces clear and informative charts, graphs and tables about your website visitors.
http://www.jawstats.com

GoingUp!

The smarter way to manage your Web Analytics & SEO
With an AJAX-rich interface, GoingUP! combines powerful web analytics with top notch SEO tools…
http://www.goingup.com

Clicky

Used by almost 200,000 websites, Clicky Web Analytics monitors and analyses visitor traffic in real time.
http://getclicky.com/184760

Woopra

Woopra is the world’s most comprehensive, information rich, easy to use, real-time Web tracking and analysis application. Woopra delivers the richest library of visitor statistics in the industry through their innovative desktop application.
http://www.woopra.com/

We love the Live visitor Navigation Path

Yahoo! Web Analytics:

Yahoo! Web Analytics is an enterprise site analysis tool that lets you see real-time user behavior on your website with powerful and flexible tools and dashboards.
http://web.analytics.yahoo.com

Microsoft adCenter Search Advertising Analytics Tool

Microsoft Search analytics solutions help you understand user engagement and online search marketing campaign performance.
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