Intro to Google Analytics WMCA - Sep 25, 2013 tunnel 7 Design - PowerPoint PPT Presentation

Intro to Google Analytics WMCA - Sep 25, 2013 tunnel 7 Design Marketing Optimization

Overview Introductions Why Google Analytics? Website Goals Reports Tips & Tricks tunnel 7 Design Marketing Optimization

Who I Am derek allard Website designer / developer Internet marketing Website optimization Maximizing return on investment tunnel 7 Design Marketing Optimization

Who Are You? Do you have a website? Do you use Google Analytics? What has your experience been? tunnel 7 Design Marketing Optimization

This Will Help You ... Set up Google Analtyics Define clear goals for your website Better understand various reports Make actionable tasks to improve your website tunnel 7 Design Marketing Optimization

Workshop Materials Presentation and handouts are posted at http:// tunnel7.com/wmca-sep2013 tunnel 7 Design Marketing Optimization

Why Google Analytics?

A Few Reasons Industry standard Easy to use Free! tunnel 7 Design Marketing Optimization

Analytics Can Help... Think about goals Track results Save money on marketing campaigns Better understand your visitors Constantly improve your website tunnel 7 Design Marketing Optimization

Setting Up & Defining Goals

Set Up Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website tunnel 7 Design Marketing Optimization

Set Up Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website tunnel 7 Design Marketing Optimization

Think Goals Goals allow you to monitor your website’s success and failure Examples of goals Sign up / lead generation form Report download / checkout thank you tunnel 7 Design Marketing Optimization

Defining Goals Ask yourself: What do I want my visitors to do on my website? Tend to be action oriented Keep yourself focused on no more than 3 goals tunnel 7 Design Marketing Optimization

Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal Define goal funnel tunnel 7 Design Marketing Optimization

Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal tunnel 7 Design Marketing Optimization

Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal tunnel 7 Design Marketing Optimization

Limit Goals to 3 Website visitors have limited attention span Average time on a website is about 2 minutes Keep users focused by keeping yourself focused Goals = high priority items tunnel 7 Design Marketing Optimization

Overview of Reports

Main Categories Audience - Geography, time on site, mobile or not Traffic sources - Where users come from Content - Page popularity, experiments, flow & in-page Conversions - Tracking goals tunnel 7 Design Marketing Optimization

There are over 100 reports. Do NOT focus on all of them. Identify those that help you.

Audience: Overview Number of visits and pageviews Bounce rate Average time on site Percent of new visits tunnel 7 Design Marketing Optimization

Audience: Overview Number of visits and pageviews Bounce rate Average time on site Percent of new visits tunnel 7 Design Marketing Optimization

Audience: Location Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level tunnel 7 Design Marketing Optimization

Audience: Location Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level tunnel 7 Design Marketing Optimization

Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience? tunnel 7 Design Marketing Optimization

Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience? tunnel 7 Design Marketing Optimization

Traffic Sources: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic tunnel 7 Design Marketing Optimization

Traffic Sources: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic tunnel 7 Design Marketing Optimization

Traffic Sources: All Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run tunnel 7 Design Marketing Optimization

Traffic Sources: All Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run tunnel 7 Design Marketing Optimization

Traffic Sources:Campaigns Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Track all of these to find success (and failure) tunnel 7 Design Marketing Optimization

Content: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page tunnel 7 Design Marketing Optimization

Content: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page tunnel 7 Design Marketing Optimization

Content: Behavior Flow Visual representation of how users navigate Identify pages where users are dropping off tunnel 7 Design Marketing Optimization

Content: Behavior Flow Visual representation of how users navigate Identify pages where users are dropping off tunnel 7 Design Marketing Optimization

Content: Experiments Great way to test pages against each other Often used in continual improvement Will track which variation produces better results tunnel 7 Design Marketing Optimization

Content: In-Page Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages tunnel 7 Design Marketing Optimization

Content: In-Page Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages tunnel 7 Design Marketing Optimization

Conversions:Goals Overview How many users are completing goals? What percentage of users are completing goals? Analyze over time to see improvement tunnel 7 Design Marketing Optimization

Conversions:Goals Overview Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages tunnel 7 Design Marketing Optimization

Conversions:Reverse Goal Path Looks backwards from goal to see how users arrived Can find common patterns of success Then focus on getting users to common paths tunnel 7 Design Marketing Optimization

Conversions:Reverse Goal Path Looks backwards from goal to see how users arrived Can find common patterns of success Then focus on getting users to common paths tunnel 7 Design Marketing Optimization

Conversions:Funnel Visualization See where visitors fall off a defined goal path Then focus on improving conversion rate tunnel 7 Design Marketing Optimization

Conversions:Reverse Goal Path Looks backwards from goal to see how users arrived Can find common patterns of success Then focus on getting users to common paths tunnel 7 Design Marketing Optimization

Tips & Tricks Reports can be automatically emailed Compare timeframes to see improvements Set annotations when changes happen Apply monetary values to your goals Review on a regular basis (or else it’s just a tool) tunnel 7 Design Marketing Optimization

Takeaways All websites have room for improvement - Google Analytics will show the way Set up goals to more accurately (and easily) track successes and failures Focus only on those reports that are relevant to your website tunnel 7 Design Marketing Optimization

Thank You All websites have room for improvement - Google Analytics will show the way Set up goals to more accurately (and easily) track successes and failures Focus only on those reports that are relevant to your website tunnel 7 Design Marketing Optimization

Ask Me Questions derek@tunnel7.com | Tunnel 7 | 413.282.9957 twitter.com/derekallard facebook.com/tunnel7 linkedin.com/in/derekallard