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SEO has moved on, have YOU?Charles Ryder | 9th September 14
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Workshop Tuesday 14 October 2014
Presenters: Charles Ryder & Jamie Press
SEO Workshop 2014
• You can make informed choices about your marketing and website success and identify areas for improvement.
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Why do we need Google Analytics?
GA Workshop 2014 - Introduction
SEO Workshop 2014
1. Review your website traffic sources2. Segment your data3. Practical techniques to improve usability of
your site4. Use statistical data to improve your
Internet marketing strategies5. Analyse website performance to improve
conversion rates6. Interpret data to benefit your business
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Learning Outcomes
GA Workshop 2014 - Introduction
SEO Workshop 2014
• Report Fundamentals• Standard Reports
– Audience– Acquisition– Behaviour– Conversions (Goals)
• Customisation - My Stuff
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Workshop Content Overview
GA Workshop 2014 - Introduction
SEO Workshop 2014
Sessions - How many times a user is actively engaged with your website. E.g. one user can account for various sessions, if they keep returning during that period.Users - The unique total of your users. Previously referred to as ‘unique visitors’Page Views – total number of pages viewedPages / Session – how many pages are viewed per sessionAvg. Session Duration - the average time a user spent per session on your website.Bounce rate - the % of users that enter your website without visiting another page% New Sessions – an estimate of the percentage of first time visitors to your website
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Learning the Lingo
GA Workshop 2014 - Introduction
SEO Workshop 2014
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Measurement Plan
GA Workshop 2014 - Introduction
SEO Workshop 2014
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Report Fundamentals
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
“The goal of analytics is to collect raw data and organise it into something
actionable, something that has importance and meaning to us as
people.”
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Fundamental 1 – The Goal
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Compare Data to Previous Month or Previous Year• How are we doing compared to ‘X’ period?
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Fundamental 2 – First Select an Appropriate Period
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Remember to factor in Seasonality when comparing data between periods
• Google Trends can help
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Fundamental 3 – Consider Seasonal Demand
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
Key Metrics– Acquisition (new vs. returning visitors)– Behaviour (how engaged are they?)– Conversions (did any visitors become customers?)
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Fundamental 3 – Dimensions & Metrics
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Inline Filter
• Advanced Filter
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Fundamental 4 – Use Filters
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Make Annotations– Website changes/launches– All Marketing efforts
• TV commercials• Radio spots• Print ad publications
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Fundamental 5
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Segmentation using Primary & Secondary Dimensions
• Combination of Primary and Secondary Dimensions
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Fundamental 6 – Dimension Segmentation
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Where you see Add a Segment, select an existing one or create a custom one
• Advanced Segments– For example, analyse traffic
by Traffic Sources– Or analyse traffic by
Location– What examples can you
think of?
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Fundamental 7 – Add a Segment
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
Example Segment by LocationNSW = highest population, but is second lowest traffic
source
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Fundamental 7 – Add Another Segment
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
Is competition in NSW higher than other states?
Can we run a NSW only promotion to build our brand in this state?
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Fundamental 7 Continued
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• View 6 Data Formats
– Data– Percentage– Performance– Comparison– Term Cloud– Pivot
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Fundamental 8 – Select the Best Data Format
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Always remember to click on the Help link in the Top Right section for more helpful videos information.
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Fundamental 9 – Call for Help!
GA Workshop 2014 – Reporting Fundamentals
SEO Workshop 2014
• Report Fundamentals• Standard Reports
–Audience–Acquisition–Behaviour–Conversions (Goals)
• Customisation - My Stuff
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Workshop Content Overview
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Standard Reports – Main Menu
Who
Where
What
Goals
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Report Fundamentals• Standard Reports
– Audience – Acquisition– Behaviour– Goals
• Customisation - My Stuff
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Standard Reports – Content Overview
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Audience - Overview– Starting point to begin analysis
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Standard Reports - Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Visitor Type (New Vs Returning)
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Standard Reports - Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Visitor Type (New Vs Returning)• Measure value of returning customers vs. new customers
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Standard Reports - Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Visitor Behaviour– Engagement Duration
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Standard Reports - Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Mobile > Overview• 43% growth between now and 2017 (Visual
Networking Index 2012).
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Standard Reports - Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Is your site mobile device friendly?• Very poor engagement on mobile (16 secs per
session)
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Is Audience (Who)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Perfect case for a mobile friendly site design
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Audience (Who) - Consider a responsive design
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Acquisition (Where) - Roadmap
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Main Areas of focus– Channels– All Referrals– Campaigns– Keywords
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Channels– Formerly called
‘Traffic Sources – All’
– Overview of data across all traffic sources
– First point of call
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• All Referrals– Access this area to track any websites sending significant
traffic e.g. Whirlpool forums
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Keep an eye on referral sources that are bringing in conversions. They might be from:
• Forums• Referrals from a guest post on a certain
site • Social accounts• Niche directories
– Make a note of the sources that have worked in the past and work to get more active in those areas – possibly setting up a regular contribution spot on a blog that has referred a conversion or working on a forum marketing strategy.
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Acquisition - Referrals –Hot Tip
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Keywords > Organic – Displays keywords that are driving organic traffic to the site
(less insightful these days)– Large increase in (not provided) keywords
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Solution to Google (not provided) challenge– Analysing
performance via the number of organic visits to landing pages
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Campaigns– Track all traffic
tagged with campaign IDs
– Analyse all AdWords Campaigns (PPC & Display)
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Acquisition (Where)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Campaign Tags– Track all traffic
tagged with campaign IDs
– Use Google’s URL Builder at https://support.google.com/analytics/answer/1033867?hl=en
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Acquisition (Where) - Tagging
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Behaviour (What) - Content
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Poor performing landing pages cancost you money
We need to find them and fix them
Behaviour - Are You Leaving Money on the table?
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - Money on the table – Landing Pages
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - 3 big problems with this blog post
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - What’s an Ideal Bounce Rate?
People often ask “what is an ideal session duration for my website?”
There isn’t a one size fits all answer. It varies depending on your industry, target market,
and websites purpose.
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Both Bounce Rate and Avg. Session Duration can be fixed by making content more engaging to target audience
E.g. better focused content, adding images & video etc.
Behaviour - Money on the table – Engaging Content
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Site Content - All Pages– Toggle Primary
Dimension to view as Page Title
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Behaviour (What) – All Pages
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
– Measure Drop Offs (Conversion Pages, New Pages)
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Behaviour (What) – Behaviour Flow
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Site Speed > Page Timings– Page Speed = important for conversion & SEO
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Behaviour (What) – Site Speed
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - Site Speed – The Clock is Ticking
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Behaviour - Site Speed - Abandonment
25% of your customers will leave your site after waiting just 4 seconds
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - Site Speed - Overview
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - Site Speed – Page Timings
We see one page is the real culprit here.
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Behaviour - Site Speed - Insights
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• “Not using goals is a crime against humanity” Google Analyst
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Conversions (Goals)
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Attract Traffic– Where are they dropping off?
• Make them take the next step– Fill out Form– Download a PDF– Sign up for a competition– Make a Sale
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Conversions - What are your goals?
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Conversions (Goals) - Overview
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Configuring Goals • To create a simple conversion goal (visits to a landing page)
access the Goals area via Admin at top right of the page
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Conversions (Goals) - Admin
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Click ‘NEW GOAL’
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Conversions (Goals) – Create a Goal
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Conversions (Goals) – Add a Description
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
• Fill in destination URL (page you want to track)
• Leave all optional fields alone
• Verify goal• Create goal
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Conversions (Goals) – Add Goal Detail
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Are people completing goals?This client wanted to boost conversion rate
39% of people at the View Cart stage actually went on to Checkout
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Conversions (Goals) - Analyse
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
We added eWay, PayPal and major credit card logos to View Cart page
These are strong trust elements
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Conversions (Goals) – Take Action
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
As a result we saw a 7% boost in conversion rate from View Cart page
to Checkout
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Conversions (Goals) – Action Result
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Conversions – WCR Hot Tip
Goal Completions & Conversion Rate can be improved by ensuring we have astrong call to action in the copy.
e.g. Sign up to our newsletter or contact us for a free quote etc.
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
Happy Client
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Conversions (Goals) - Success
GA Workshop 2014 – Standard Reports
SEO Workshop 2014
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Customisation - Dashboards
GA Workshop 2014 – Customisation
SEO Workshop 2014
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Customisation - Shortcuts
GA Workshop 2014 – Customisation
SEO Workshop 2014
• Custom Channels– Consider your
Measurement Plan – Refer YouTube
Videos and search for custom channels.
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Customisation - Channels
GA Workshop 2014 – Customisation
SEO Workshop 2014
• Custom Segments– Consider your
Measurement Plan – Refer YouTube
Videos and search for custom segments. E.G
– http://www.youtube.com/watch?v=fSUNFs63Tuw
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Customisation - Segments
GA Workshop 2014 – Customisation
SEO Workshop 2014
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Customisation – GA Solutions Gallery
GA Workshop 2014 – Customisation
SEO Workshop 2014
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Other - Real-Time Reporting
GA Workshop 2014 – Customisation
SEO Workshop 2014
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Other – Intelligence Events
GA Workshop 2014 – Customisation
SEO Workshop 2014
– Explored Fundamentals of Google Analytics
– Looked at the standard reporting– Show how we might customise or
segment your data– Analysed traffic sources & gained
insights– Learned to form actionable insights to
improve website performance & business bottom-line
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Summary
SummaryGA Workshop 2014
SEO Workshop 2014
• Any last questions?• Has this workshop been helpful?• Has this workshop met your expectations?
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Thank You!
GA Workshop 2014