Google Analytics for Optimisers

Thursday 2:00 PM - 5:00 PM in NEWTON College

Craig Sullivan

Craig has been blending UX, Analytics, Split Testing, Voice of Customer and Conversion Optimisation techniques for over 12 years. He's also been building teams, launching products and hacking the growth of websites for companies like Google, LOVEFiLM, Lego, John Lewis, eBay and more. He's been bringing together the often isolated worlds of qual and quant measurement within organisations - to integrate a variety of discovery and inspection techniques and use these to prioritise, fix, improve or split test hypotheses about product design. As he puts it himself "My job is often to get people who want to kill each other, working nicely together across silos, using unfamiliar tools, staying out of comfort zones and using data they've never seen before - what could possibly go wrong? You can find him tweeting from @OptimiseOrDie on everything to do with Numbers, UX and Psychology. He's not always doing work stuff and likes to relax by growing food, the odd spot of DJing and reading a bit of Crime Fiction.

Why attend?

  • Want to know how optimisers find stuff quickly? Low hanging fruit? Easy things to fix? Huge opportunities.
  • Learn how to use Google Analytics to segment and understand your visitors, behaviour, flow and abandonment rates.
  • Model your site manually, without needing funnels or other configuration.
  • What to look for in reports and how to use GA features to highlight the best places to test
  • Understanding flow reports, manual funnels, horizontal funnels, device experience, intent modelling, event tracking and more…
  • Find out what tracking you might be missing – how to set up your site for maximum conversion insight

What will you learn?

In this workshop, Craig will take you through the reports, modelling, techniques and metrics he uses to find opportunities in sites. Discover how to use Google Analytics to find out where you are leaking money or customer engagement down the drain. Find the easy wins, quick fixes and top priority places to test by using data to guide your decision making. Craig has looked at over 100 Google Analytics configurations in the last 3 years so shares hands on, practical knowledge that you can take away and use today.

Necessary knowledge

Intermediate to Advanced Google Analytics skills (if you know how to filter or segment traffic, that's enough). Knowledge of most key Google Analytics reports (this is useful to find out new things). An basic understanding of analytics collection and web tracking. If you want to find stuff faster, easier and with raw actionable insights - this workshop is for you.

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