WEB ANALYTICS

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OUTLINE

What is Web Analytics & Google Analytics

Key definitions

The importance of Analytics

Website goal, KPI’s and Analytics goals

Best practices in account setup

Google Analytics Interface & Dashboard

Key Google Analytics reports

Profiles, segments & filters: “Segment or Die”

WEB ANALYTICS DEFINED

Study of online experience in order to improve it.

“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics Association

WHY ANALYTICS?

Not analyzing your web analytics data is like not looking at your financial books.

“If you cannot measure it you cannot improve it”

William Thomson

ANALYTICS CONNECTS THE DOTS

Conversion Architecture

PPCSEO

WHY ANALYTICS - MACRO

• How many people are coming to your site?• What are your visitors doing on your

site?• How effective is your website

with generating leads and sales?

• What search terms are people using to arrive to your site?

• Which sources (links, partners, etc') are driving traffic to your site?

WHY ANALYTICS - MICRO

• Search Engine Marketing campaigns performance  • Overall visitor data • Top performing keywords • Most visited pages • Most popular conversion paths • Visitor segmentation data • Return on investment • And much more

WHY GOOGLE ANALYTICS

• Free… ! • Hundreds of reports• Focus on Goals• Scalable• Integrates with Adwords• Effects SEO (?)• Custom reports• Multiple languages

WHAT ANALYTICS WON’T TELL YOU

• Per visitor tracking  • 100% accuracy• Historical data • Cost data outside Adwords• Real time data

ACTIONABLE INSIGHTS

Metrics, reports and graphs are nice

BUTYou need data that will

explain symptoms and

drive actions for improvements

HITS

HOW IDIOTS TRACK SUCCESS

UNDERSTANDING THE ANALYTICS LINGO

•One Web Page

Page View

•A person that comes to your site

•30 min inactivity = new visit

Visit•Ha

s this visitor visited the website prior to the active (selected) date range?

Unique Visitor•Th

ey came, they puked, they left

Bounce

•The page where the user left the site

Exit

•Where did the visitor come from?

•Direct, Search Engines, Referrals, Campaigns

Traffic Source

•What is the first page the visitor saw?

•Is it the home page? The PPC landing page?

Entry Page

•What is the sequence of pages the visitors viewed?

Visitor Path

FOCUS ON GOALS & CONVERSION

Your Site:

E-CommerceLead GenerationContent/PublishingSupport

FOCUS ON GOALS & CONVERSION

Goals by website type:

Commerce Objective: Get customers to buy directly online.

Lead Generation Objective: Get visitors to submit their contact information so that the company’s sales force can contact them

Content Objective: Get the customer to return (content sites revolve around the advertising business model)

Support/Self Service Objective: Provide customers with the ability to find the answers they need regarding their products

FOCUS ON GOALS & CONVERSION

Your Analytics goals & conversions:

Shopping CartsForm submissionSubscription DownloadsEmails sent

GOALS & CONVERSION IN ANALYTICS

1 Conversion = 1 or more Goals

VISUALIZE YOUR GOALS’ FUNNEL

Product page

Product group

Purchase

Shopping cart

SET KPI’S FOR YOUR GOALS

KPI is a benchmark for you

• % of visitors’ growth• Growth of organic traffic• # of sales from Adwords• Growth in page per visit

GOOGLE ANALYTICS ACCOUNT SETUP

• Create Google Account• Does not mean Gmail...

https://www.google.com/accounts

GOOGLE ANALYTICS ACCOUNT SETUP

• Login to Google Analytics with your Google Account

• Create a Google Analytics account• Register your website• Get the Google Analytics code

http://www.google.com/analytics

GOOGLE ANALYTICS ACCOUNT SETUP

• Put the code on EVERY PAGE

• Place just before the end of </body> tag of the page

• Better to use with templates• Better to use with CMS

GOOGLE ANALYTICS DASHBOARD

VISITORS MENU

TRAFFIC SOURCES MENU

CONTENT MENU

GOALS MENU

CUSTOM REPORTING

MEASURE VS. ANALYZE

THE BOOKKEEPERTHE ACCOUNTANT

SITE USAGE

•VISITS•PAGES VIEWED•PAGES PER VISIT•BOUNCE RATE•TIME ON SITE

SITE USAGE

• What are the trends?• What do peaks and slumps mean?• Pages/Visit & Avg. Time correlation• Is the Bounce Rate a concern?• New Visits or Returning Visitors?

SITE USAGE – WHAT’S NEXT?

TRAFFIC SOURCES

• DIRECT TRAFFIC VISITS• REFERRING SITES VISITS• SEARCH ENGINES VISITS (SEO + PPC)• OTHER CAMPAIGNS

TRAFFIC SOURCES

• Which source drives traffic to my site? • Are those that know me coming back?• Am I getting free traffic from my friends?• How are my SEM initiatives doing?• Am I spending my marketing Euros effectively?

TRAFFIC SOURCES – WHAT’S NEXT?

TRAFFIC SOURCES – WHAT’S NEXT?

TRAFFIC SOURCES – WHAT’S NEXT?

TRAFFIC SOURCES – WHAT’S NEXT?

TOP CONTENT

• WHICH PAGES GOT VISITS• BOUNCE RATE PER PAGE• TIME ON PAGE• EXITS FROM PAGES

TOP CONTENT

• Are they visiting my important pages?• Opportunities?• Problems?• How is my funneling? • My site’s stickiness

LANDING PAGES

• DIRECT ENTRANCES• BOUNCES• BOUNCE RATE

LANDING PAGES

• How many home pages do I have?• How is my SEO doing? • How is my PPC doing?• Calls to action, funnels, content?• Surprises? Problems?

LANDING PAGES – WHAT’S NEXT?

KEYWORDS

• KEYWORDS USED TO LAND ON MY SITE

KEYWORDS

• Am I getting traffic from the right keywords? • Visitors’ intent• Which keywords drive traffic coming from which source?

KEYWORDS – WHAT’S NEXT?

BRANDED VS. NON-BRANDED TRAFFIC

CONVERSION BY TRAFFIC

• CONVERSION GOALS DONE ON MY SITE

CONVERSION BY TRAFFIC

• What are the best traffic source for converting on my site? • Is my site only getting visits or converted traffic?

ANALYTICS IS A PROCESS

SEGMENT OR DIE

A common complaint: “Too much data, where should I start??”

Beware of the “average visitor”!

Segment to see differences and get the actionable insights.

Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…

SEGMENT, FILTERS, AND MORE

Filters

Default segments

Custom segments

In-reports filters

In-reports segments

Multiple options:

SEGMENT, FILTERS, PROFILES AND MORE

SUMMARY & CONCLUSION

Analytics is all about:

• Your business

• Your Website

• Your goals

• Your analysis

• Your context

• Your “actionable insights”

Take off your blindfold to see the light

YOUR CHALLENGES

• How many visitors are you getting?

• What are your primary traffic sources?

• What are your best performing pages?

• Which keywords people are using to find your site?

• Which Actionable Insights you can drive from your analytics reports?

THANK YOU!

www.wsieservices.beinfo@wsieservices.be

www.daronet.euinfo@daronet.eu