eBrandz Blog

Optimize usage of the Analytics tool

As past experience and experiments show, a particular day of a given week and even hour of a typical working day at which marketing emails are dispatched make for a tricky decision. It can be based on a mix of various factors like the email marketer’s gut feeling, real data and also the outcome of previous mails. Analytics is not an easy discipline.

We have checked in the previous post steps to capture all possible peak conversion rate times. With help of Google Analytics, you can decide at which time windows the highest conversion rates are observed. Accordingly, you can time your mailing activity so as to cover the different peak conversion rate times. For finding the most appropriate time to dispatch your mails, go to ‘Advanced segments> All visits> Custom segments’, to check all the segments recently created, and then click ‘Apply’! Click the Ecommerce tab on left hand corner, and at the top you will notice the conversion rate of all visits as well as that for the time segments added by you.

Given that advanced segments have just been made to visualize the time periods with a degree of ease, you would perhaps feel it’s rather straightforward and simple to perform the same process for days of a given week. You will prove to be wrong on this count. It’s a bit tricky when it comes to finding the best possible day in Google Analytics.

The current interface doesn’t let compare relevant data for specific days to decide which one may provide a better historic conversion rate, since there is no dimension for it! May be, the dimension is not enabled.

Here are some handy tips to optimize your usage of the Google Analytics tool:

  • Make it a point to generate advanced segments for your distinct time periods. Drill-down when and where required so as to deriving the greater possible precision.
  • Make use of Google Analytics Report Enhancer in order to impart added functionality to Analytics interface.
  • Work out the best possible time of a working day and also day of the week on basis of the best available E-Commerce conversion rates for your business site. It is generally different for each website.
  • Crosscheck a piece of conversion data before taking follow-up steps based on it. Be analytical and meticulous in evaluating multiple months, just to see that it’s not driven by a seasonal effect.
  • Make use of GARE (Google Analytics Report Enhancer) to see the best days of a given month, to find out if conversion rates increase around pay day.
  • A split test on the target email database helps check if any improvement it taking place in its end output. If it’s working well, you may look to repeat the experiment.
  • In case you are able to spot a specific traffic pattern, try a similar methodology with PPC ads. In other words, bid up while conversion rates are higher, whereas reduce bids when low.