What is Web Analytics?
Insights into how visitors find your website, how they navigate through it & if they convert
Acquire Navigate Funnel Convert
Am I creating effective content?
How do I improve site interaction?
How can I make my marketing campaigns more
effective & accountable?
How are users engagingwith my site?
Google Analytics: Free, Quick to Install, Easy to Use
Providing Answers to Difficult Questions
Where and why are visitors abandoning my
shopping cart?
Google Analytics Overview
Benefits for Marketers
• Understand how visitors engage with your site
• Compare performance of all marketing efforts from emails to keywords to offline campaigns
• Integrated with AdWords but also tracks non-Google campaigns
• Identify areas for site improvement
• Pinpoint breakdowns in conversion processes
• Track e-commerce metrics, such as revenue, average order value, and conversion rates
Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI
Tools for Each Step in the Marketing Process
Fisher Price toys
Traffic from variety of marketing campaigns
Test
Website Optimizer
MeasureDrive
Track visitor behavior on your own site & assess campaign effectiveness
Test different creative to improve on-site conversions
Monitor macro-level trends
1 2 3
Utility for an Entire Organization
• Track ROI on all online initiatives from a single report
• Identify long-term trends in online marketing programs� Executives
• Capture the most conversions at the lowest possible cost
• Target high return regional markets and market segments
• Test various advertising creative for each of your campaigns
� Marketers
• Demonstrate the value of your site usability improvements
• Show how your site design decisions improve website ROI
• Identify web design parameters like visitor connection speeds and browser types
� Webmasters
Key Features
• Easy to set-up and start gathering actionable data
• Powerful reporting includes:
– Advanced Segmentation
– Custom Reporting
– Motion Charts
– Defined Funnel Navigations
– Geo-Location Report
– CPC vs. Organic Report
– Keyword Considerations
– Campaign ROI
•• Free!Free!
Key Features
View all of your Marketing campaigns within Analytics:
• Automatically integrated with AdWords
• Track other online campaigns using URL Builder
• Use Geo Location reports to help measure offline campaigns
Dashboard
• Customizable
• Drag and drop reports to edit layout
• Email individual reports or schedule regular updates
• Export data to PDF and XML
Report Interface
Scheduled Email Settings
Link to Help Center Calendar Options/Date Slider
Report Navigation
Help Links
Export Options and Email Reports Set-up
Report Structure
5 Main Navigation Categories:
• Visitors– Visitor information such as loyalty, language,
and location
• Traffic Sources– Natural and paid sources of traffic, includes
AdWords reports
• Content– Pageview information
• Goals– Conversion rates and goal paths
• Ecommerce (if enabled)– Commerce tracking, visitor loyalty, revenue
sources, and product-specific information
Site Content
• Learn where users are going on your site and how long they are staying there
• View trends for every page
• Segment the page data to see greater detail
• See which countries, regions and cities are driving traffic to your site
• Compare visitors from different areas
• Learn how they differ by conversion and value
Geography & Location
Site Design
• Understand how your users are accessing the internet
• Leverage this knowledge to optimize your site and content
Traffic
Compare quality of traffic coming to your site
Key stats for each site
Drill-down for more detail
Email Reports
• Schedule reports to be delivered via Email
• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
Track All Goals/Conversions
• E-Commerce
• Lead Generation
• Brand & Product Awareness
• Member Acquisition
Potential Goals:
Purchases
Downloads
Registration
Convert Visitors to Customers
Eliminate bottlenecks in your conversion process
Your visitors
Shopping Cart
Checkout
Thank You Page
Your Customers
Pinpoint where you lose visitors and duplicate successful paths
Product Information1
2
3
4
Funnel Reporting
• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Entering the funnel Leaving the funnel
Defined goal
Example Funnel Visualization Onlineshop
Too many Funnel Steps!
Too many Funnel Steps!
Conversion Rate could be
improved!
Conversion Rate could be
improved!
Zero Entrances to Login page
Zero Entrances to Login page
Too many Funnel Steps!
Too many Funnel Steps!
Less than 10% who visited the Shopping Cart really finished the transaction!
Analyze All Marketing Campaigns
Determine which marketing initiatives are driving the best traffic to your site
Banner Advertising
Search Marketing
Email Marketing
SEO, Referrals, Affiliate Programs & Offline
Evaluate Your Campaigns
• See which marketing strategies are most effective
• Analyze performance at the keyword level
• Evaluate your ROI based on goal values you have defined
Leverage Organic Search
• Discover what users search for to reach your site
• Identify organic keywords that convert but are not included in your current marketing campaigns
• Start bidding on new keywords
Understand AdWords Performance
• See click and cost data directly from AdWords
• Compare spend against conversions
• Analyze click and cost trends over time
Keyword Position Report
• Pinpoint which keyword positions are most effective
• Use position preference in AdWords to bid for those positions
Advanced Segmentation
• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traffic with predefined or customized segments
Custom Reporting
• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
Motion Charts
• Visualize data in four different dimensions and see how they change over time
• Quickly and easily uncover trends, anomalies, and seasonal changes
Account Management Interface
• Login dashboard overview with KPIs help users monitor accounts
• New navigation & interface helps users easily find and move between accounts & profiles
• Find account / profile box quickly locates desired account among many
Analytics Data Export API
• Users can develop client applications to view Analytics data in the form of Google Data API feeds
• Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis
AdSense Integration in Analytics
• Gain deeper insight into your site's traffic & monetization metrics with data unavailable in AdSense alone
• Find out which pages generate the most revenue, which referrers send the highest monetizing traffic, and how these and other metrics trend over time
• Optimize site content and user experience with more detailed visitor information with ability to segment AdSense data by city, browser, OS, etc.
Internal Site Search
• Understand how your users are searching on your site
• Leverage this knowledge to optimize your site content and keyword campaigns
Create a New Account
Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account
Analytics tab in AdWords
www.google.com/analytics
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-12345-1");pageTracker._initData();pageTracker._trackPageview();</script>
Google Analytics Tracking Code
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-12345-1");pageTracker._initData();pageTracker._trackPageview();</script>
After submitting your contact information, you will be provided with the Google Analytics tracking code to add to your site
Google Analytics Tracking Code
Installing the JavaScript
<html>
<head> Information about this page goes here
</head>
<body>The displayed content goes here
Google Analytics Code</body>
</html>
Sample Web Page HTML
• Copy the JavaScript code generated when setting up your account and paste the code segment into the bottom of your page’s content
• This code should be placed on every page of your site that you want to track
• Paste before the closing </body> tag of each page
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-12345-1");pageTracker._initData();pageTracker._trackPageview();</script>
Linking AdWords to Analytics
• Link AdWords to Analytics to get advanced reporting
• Use the same Google Account for Analytics and AdWords
• The AdWords login will need administrator privileges in Analytics to link the accounts
To link accounts, go to the Analytics tab within your AdWords Account
Adwords Integration
Automatically import AdWords cost data
Instant view of ROI on AdWords spend
Identify best / worst performing keywords
Initial Screen
Configuration: Goals, Filters, Users
Analytics Reports Remove Profiles
User Permissions Apply Filters
Analytics Accounts Drop-down
Add Profiles
How do you decide what people see after they click?
HiPPO:“I went to business school, add these 10 bullets and this 2X2 matrix to the page.”
Creative Genius:I went to design school, remove all those bullets and numbers and just leave the YouTube video
Director
Who should design your website?
Marketing
AgencyIT
Webmaster
Your WebsiteVisitors!
Your client’s website may have many internal stakeholders
It should be focused primarily on conversions!
This Is What Our Advertiser Told Us
I know the problem areas of my website but I don't know what to do about them.
I have a low conversion rate but don’t know how
to improve it
I want to test out different marketing messages but I
don’t know howI want to improve my website but the only
solutions available are expensive 3rd party
products or consulting services
Website Optimizer – What it does
Test different variations of a page to see which version is most effective at achieving results.
1/3 visitors
1/3 visitors
1/3 visitors
Winning Combo
8% Add to Cart
14% Add to Cart
25% Add to Cart
Visitors arrive at your site
You test different variations of a particular webpage
See what variationis most effectiveat getting results
Website Optimizer Product Overview
WHY
WHAT
HOW
Google’s Website Optimizer helps advertisers test what combination of site content drives the most conversions.
Website Optimizer is designed to help online marketers convert more visitors into customers
Once your account has been activated, you can find this feature via the “Website Optimizer” link under the “Campaign Management” tab or from within the Tools page.
Website Optimization - why is it important?
•Visitors spend an average of 8 seconds before deciding whether or not to remain on a website
•Search engines and AdWords drive traffic to your website and analytics solutions help to gather data and identify problems in your conversion path, but none of them can help drive the visitor beyond the landing page
•Website Optimizer helps you convert these visitors into buyers by increasing conversions, and subsequently, your ROI
Website Optimization is a key step in increasing ROI
Website Optimization - why is it important?
People who arrive on your site = 10,000People who do not bounce (60%) = 6,000People who convert (2%) = 120Value of sale to you = €57
Total Return = €6.840
Before Free Site Testing After Free Site Testing
People who arrive on your site = 10,000People who do not bounce (65%) = 6,500People who convert (3%) = 195Value of sale to you = €57
Total Return = €11.115
Evolve faster than your competition by testing
Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind
Test any “Section” of Your Page
?
?
Test a headlineTest a headline
Test an imageTest an image
A “section” is any area of your page where you’d like to test alternative copy or creative
Test Multiple Sections and Combinations
2 different headlines
x 3 different images
= 6 possible combinations
What to test?
Headline
Image
Call to Action
Layout
Testimonials
Copy
Embedded video
Long/Short
Big picture/Small picture
Detailed Graphical Reporting
• Reports are available in two formats
� Combinations Tab shows how each combination affects overall conversions
� Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs
Combinations Tab
Combination 57 is performing the best
Combination 57 is performing the best
Bars represent relative improvement
Bars represent relative improvement
Original is highlighted here
Original is highlighted here
Page Sections Tab
Variation 3 is the best performing individual variation in Section 3
Variation 3 is the best performing individual variation in Section 3
Variations 1-3 show promise but the overall
section contributes little to conversions
Variations 1-3 show promise but the overall
section contributes little to conversions
Section 3 strongly influences conversions
Section 3 strongly influences conversions
Variations 1-3 show promise but the overall
section contributes little to conversions
Variations 1-3 show promise but the overall
section contributes little to conversions
Website Optimizer Product Benefits
• Free multivariate testing application
• Marketers have full control over the testing and creatives
• Intuitive, self-service application does not require consulting or professional services to implement
• No limit on incoming site traffic
• Works with all analytics solutions and all site traffic, not just AdWords traffic
• Tests can be run simultaneously on multiple pages displaying the same section of content
• Tests can have non-page-based conversion events (click on add to cart button)
• Tests can have up to 10,000 combinations
• Marketers can copy an old test to continuously optimize a page by trying new variations without retagging
• Integrated directly into AdWords
• Provides detailed graphical reports
It’s Easier Than you Think to Start
Click the Website Optimizer link from yourAdWords account
Or log in from:Google.com/websiteoptimizer with the same email you use for AW, Gmail, etc.
Straightforward Setup Process
Step 1: Identify pages you want to test
Step 2: Add tags to experiment pages (might require technical help from a Webmaster)
Step 3: Enter your different marketing messages and creatives
Step 4: Launch
A/B Split Testing
Website Optimizer makes it easy for you to start testing quickly with our A/B experiment creation tool.
Version A Version B
Ideal for:
• First time testers
• Low traffic pages
• High traffic pages
Step 1: Specify Your Pages + Tagging
Andale Bikes Landing Page Test
www.andalebikes.com/index.html
www.andalebikes.com/indexB.html
www.andalebikes.com/orderplaced.html
Test a small number of variations
– Rule of thumb is ~100 conversions per combination
– Combinations = (# Variations in Section 1) * (# Variations in Section 2)…
Test big changes
– If you can’t see difference between two combos in 8 seconds, visitors probably won’t either
Consider early indicators if you don’t have enough conversions
– E.g. if you’re selling a $100k software package or a small business with modest volume, optimize for conversion indicators such as request info, view product details, remain on page features page >5 seconds.
Don’t jump to conclusions
– Less than 2 weeks is no good, focus on absolute conversion difference, don’t get too excited by a sliver of green, yellow or red
Some Best Practices
Web’s Most Popular Testing Platform
Benefits
� Free
� Easy to use
� Backed by Google
� Increases in conversion rate >20% not uncommon
� Discussion groups, tutorials, consultant network
Features
� A/B Split Testing
� Multivariate Testing
� Follow Up Testing
� Works with ALL traffic
� Statistical Analysis
� Platform Independent
� Quarterly feature updates
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www.google.com/WebsiteOptimizer