Category Archives: Tutorials

How To Target Visitors Based On Their Referrer

When attracting visitors and potential clients, you need to think about your target market’s needs on a focused and detailed level. The main purpose is to ensure that each segment will receive its own targeted campaign . Many websites reach global communities with the same offers and promotions, but if you wish to narrow down your campaigns it is really important to modify your strategy between Canadians and Americans, for example, or between users coming from LinkedIn and those coming from Facebook.

Referrer Options

Targeting rules

Targeting rules

In step 2 of your campaign creation — targeting rules — you can add the “referrer” option from the many choices that appear. For the purpose of this tutorial we have selected that this campaign will appear on all pages.

Show campaign on all pages

Show campaign on all pages

When you hover over the “referrer” with your mouse, you can see that it targets visitors from other referrers, meaning other websites. When you click on the “referrer” a box with several options will appear.

Specific URLs

Suppose that you have Canadian, as well as American or European clients. You have a campaign that won’t apply to Canadians using Google.ca, but will appeal to the Google.com users.

Show campaign only to visitors coming from google.com

Show campaign only to visitors coming from google.com

You can specify in the matches section that only users that come to your site from Google.com will see your campaign. You can change it to any URL that best suits your needs. You can even use “Facebook.com” for only Facebook users. You can also add as many as you choose but remember that this option is for exact domain. In the list you will see list of exact referrers that have already brought traffic to your website.

Wider Audience

If you prefer not to limit your campaign to exact domains, you can choose keywords that referring websites will contain. Mark the ‘Contains’ checkbox and fill the string to look for in the referring domain.

Show campaign to visitors coming from any google domain

Show campaign to visitors coming from any google domain

In this example if you write “Google” then all Google users who visit your site will see your specific campaign regardless if they are using Google.com, Google.ca, Google.be, and so on. This will attract a wider Google audience rather than being tied to a fixed Google URL domain. This option is very useful for targeting visitors from websites that have several domain, such as Google (google.com, google.ca, …) and Facebook (facbook.com, m.facebook.com, …)

Preview Mode

Once you have chosen your referrer specifications, you can preview the campaign before publishing. In our example, this lead-generation pop-up will appear based on our rules.

Preview the campaign

Preview the campaign

 Editing Your Draft Campaign

If you find yourself having to log-out of your campaign for a few hours before you publish, you can easily find it again by looking under the “Drafts” section on the left-side. All work-in-progress campaigns appear in this list. Just choose the campaign and continue editing it.

Editing draft campaign

Editing draft campaign

Once you have finished your campaign and are satisfied with the preview, then all that’s left is for you to click “Publish.”

 

How To Apply Smart Filter When Analyzing Graphs

When you’re analyzing a graph with many cohorts, such as conversion of a certain goal by referrer, you will get many values. It is hard to identify the meaningful values as there can be many referrers that brought only few visitors each. Using the Smart Filter you can eliminate values that are not significant. It will remove cohorts that have conversion of 100% and cohorts that have few visitors. The resulting graph will be much easier to understand and will let you focus on the important contributors to the conversion.

In figure 1 you can see part of the many referrers that contributed to page ‘albums’. In figure 2 you can see the same graph with the Smart filter turned on. The resulting graph has only 3 values. Note that the result can be different for different analysis periods. If a referrer contributed a lot at specific time and then stops bringing traffic to specific page or goal, it will eventually be filtered out when Smart Filter applied.

 

conversion-with-smart-filter-off

Figure 1: conversion of page ‘albums’ by referrer with Smart Filter off

conversion-with-smart-filter-on

Figure 2: conversion of page ‘albums’ by referrer with Smart Filter on

You can apply the Smart Filter on any view and it will clean the graph for you. With the resulting graph you can continue by sorting values top-down to get the most significant contributors.

How To Find Conversion Rate of Specific Segments

When analyzing a goal it is important to understand the conversion rate of specific visitor segments or cohorts. For example: 14% of visitors who were referred by ‘Bing’ achieved goal ‘signup’. This means that ‘Bing’ has conversion rate of 14%. If you look just at the absolute number of visitors you might be missing important information: ‘Google’ may be driving x5 more traffic than ‘Bing’ but with lower conversion rate.
Back to Segmentation: first you choose the dimension you want to analyze (e.g. geo-location, time-of-day, referrer, etc.), and then look at the conversion rate of the sub-segments. There might be many sub-segments in some cases (for example countries) so you should remove cohorts that are too small. The ‘smart-filter’ will do that for you when you enable it for a specific graph.
The following short tutorial video demonstrates how to segment a goal by geo-location and find statistically meaningful countries.

How To Create A Targeted Campaign Using Popups

Creating a campaign that lets you target a specific visitor segment, while they are still in your website is very simple using Zoom Analytics popup campaigns.

Following is  short tutorial video explaining how to create a campaign to re-target your visitors. The tutorial shows how to customize the campaign template to your needs, define rules for your visitors, preview the popup and publish it to your website.