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Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas
Web Analytics Analysis: How to Find
Low-Hanging Fruit and A/B Test Ideas
@shanelle_mullin
We’ll cover…
1. Cross-browser and cross-device testing.
2. Site speed analysis.
3. Google Analytics health checks.
4. High value pages.
5. Broken links.
6. Funnel audits.
7. Internal search analysis.
8. Data segmentation.

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“You don’t have generic problems, you
have specific problems.”
~Peep Laja
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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How to Run Smarter A/B Tests, Faster

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Cross-Browser Testing
Audience > Technology > Browser & OS
Switch from the default “Data” view to the “Comparison” view.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Cross-Browser Testing
Always compare within the same browser family.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Cross-Device Testing
Audience > Mobile > Devices
Switch from the default “Data” view to the “Comparison” view.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Speed Analysis
Page Load Time: Seconds until every element on the
page is done loading.
Page Interactive Time: Seconds until the site is usable.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Speed Analysis
Your site loads in 3 seconds or less.
Your site loads in 4 to 7 seconds.
Your site loads in 7 to 10 seconds (or more).
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Speed Analysis
Behavior > Site Speed > Page Timings
Switch from the default “Data” view to the “Comparison” view.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Google Analytics Health Check
1. Are you collecting all of the data you need?
2. Can you trust the data you are collecting?
3. Is anything broken or tracking / reporting
incorrectly? Why?
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Common Google Analytics Mistakes
1. Pages are missing.
2. Data is different in the shopping cart tool.
3. Cross-domain tracking isn’t working.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Full Health Check Guide
bit.ly/gahealthcheck
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Start with the Highest Value
1. High volume, low value pages.
2. Low volume, high value pages.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Finding Broken Links
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Finding Broken Links
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Auditing Your Funnel
The further down the funnel, the smaller the
necessary impact.
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Auditing Your Funnel
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Auditing Your Funnel
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Exploring Internal Search
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas

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Segmentation Is the Secret
bit.ly/gasegmentation
Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas