Date post: | 17-Jun-2015 |
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Marketing |
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Google Analytics Beginners: How to set up and measure conversion goals Presented by Emily VonSydow, Project Manager, Bop Design June 27, 2014
About Bop Design
• Based in San Diego, CA with clients all over the U.S. • Specialize in marketing and web design
& development for B2B firms
After this presentation, you will be able to: • Set up conversion goals in Google Analytics • Measure a variety of marketing and sales goals such as
downloads, site visits, signups and more
What is a conversion goal?
A measurement of a specific action a user takes on your website.
Setting Up Conversion Goals
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Setting Up Conversion Goals
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Setting Up Conversion Goals
Destination – landing on a specific page (e.g. a thank you page following a form signup) Duration – spending a specified amount of time on the website Pages/Screen per session – browsing less than, equal to or more than a specific amount of pages on a website Event – broad term for tracking other actions on a website not listed above
Setting Up a Destination Goal
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Name your goal something after the offer you’re tracking
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Setting Up a Destination Goal
Copy and paste the segment of the end page URL without your domain (e.g. without www.mywebsite.com)
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Setting Up a Destination Goal: The Funnel
Use the Funnel option to track the steps a visitor may take to complete the conversion goal as well as accurately measure abandonment rate
Setting Up a Destination Goal
When complete Verify and
then Create Goal
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Measuring A Conversion Goal
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Select your goal from the drop down menu
Measuring A Conversion Goal
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Select source to browse where your conversion came frome
Measuring A Conversion Goal
Abandonment rate – percent of visitors who land on the page but do not complete the conversion Google/Organic – visitor came from a Google web search (direct)/(none) – visitor came to your site directly by typing your URL in their browser or they had it bookmarked
Measuring the Conversion Funnel
Measure what pages they came from, how many never completed the form (and where they went to instead) and how many completed the conversion
Conversion Goal Results & Tactics to Consider
“My abandonment rate is high” (e.g. number of visitors visiting a landing page, but not completed the desired conversion)
– Solution: Change and test any of these elements individually • Landing page design (Is it dated? Is it communicating a
high quality, professional brand? Is it clear what you’re offering to the user?)
• Landing page copy (Is it too wordy? Are users not understanding you?)
• Ineffective call to action (Are you asking users to “Sign up,” “Register” or take a specific action?)
• Loading speed
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