Google Analytics Breakthrough

Appendix A: Broadening Your Optimization Program

Google Analytics Breakthrough has covered the strategy, implementation, reporting, and analysis phases of the optimization pyramid that we saw all the way back in Figure 3.1. Throughout our discussions, we have suggested specific optimization steps that you can take based on the data that Google Analytics provides, but there are aspects of optimization that we have not yet discussed directly.

As essential as quantitative Web and mobile analytics data is for achieving insight and action, it’s important to remember that your overall optimization program should also comprise qualitative inputs, overlay visualizations, and testing strategies. As the next level of optimization, personalization goes beyond analytics to present different experiences to specific user segments.

In this appendix, experts share key insights and strategies for these components of your optimization program.

Qualitative Inputs

In our optimization context, quantitative refers to numbers-based Web and mobile app analytics data that users generate but do not provide directly and qualitative refers to any inputs or evaluations that end users or testers do provide directly.

Qualitative inputs can sometimes identify conversion issues that analytics could not. As an example, what if your users are expecting to see a money-back guarantee on your payment page? If you have set up a goal funnel or Enhanced Ecommerce in Google Analytics for your checkout process, you’ll ...