Web Analytics Workshop - Verwijder die blinddoek

1. WEB ANALYTICSVerwijder die blinddoek

2. OUTLINEWhat is Web Analytics & Google Analytics

3. Key definitions

4. The importance of Analytics

5. Website goal, KPI’s and Analytics goals

6. Best practices in account setup

7. Google Analytics Interface & Dashboard

8. Key Google Analytics reports

9. Profiles, segments & filters: “Segment or Die”WEB ANALYTICS DEFINED“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics AssociationStudy of online experience in order to improve it.

10. 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

11. ANALYTICS CONNECTS THE DOTSConversion ArchitecturePPCSEO

12. WHY ANALYTICS - MACROHow many people are coming to your site?

13. What are your visitors doing on your site?

14. How effective is your website with generating leads and sales?

15. What search terms are people using to arrive to your site?

16. Which sources (links, partners, etc') are driving traffic to your site?WHY ANALYTICS - MICRO Search Engine Marketing campaigns performance

17. Overall visitor data

18. Top performing keywords

19. Most visited pages

20. Most popular conversion paths

21. Visitor segmentation data

22. Return on investment

23. And much moreWHY GOOGLE ANALYTICS Free… !

24. Hundreds of reports

25. Focus on Goals

26. Scalable

27. Integrates with Adwords

28. Effects SEO (?)

29. Custom reports

30. Multiple languagesWHAT ANALYTICS WON’T TELL YOU Per visitor tracking

31. 100% accuracy

32. Historical data

33. Cost data outside Adwords

34. Real time data ACTIONABLE INSIGHTSMetrics, reports and graphs are nice BUTYou need data that will explain symptoms and drive actions for improvements

35. HITSHOW IDIOTS TRACK SUCCESS

36. UNDERSTANDING THE ANALYTICS LINGO

37. FOCUS ON GOALS & CONVERSIONYour Site:E-CommerceLead GenerationContent/PublishingSupport

38. FOCUS ON GOALS & CONVERSIONGoals 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

39. FOCUS ON GOALS & CONVERSIONYour Analytics goals & conversions:Shopping CartsForm submissionSubscription DownloadsEmails sent

40. GOALS & CONVERSION IN ANALYTICS1 Conversion = 1 or more Goals

41. VISUALIZE YOUR GOALS’ FUNNELProduct groupProduct pageShopping cartPurchase

42. SET KPI’S FOR YOUR GOALSKPI is a benchmark for you % of visitors’ growth

43. Growth of organic traffic

44. # of sales from Adwords

45. Growth in page per visitGOOGLE ANALYTICS ACCOUNT SETUPCreate Google AccountDoes not mean Gmail...https://www.google.com/accounts

46. GOOGLE ANALYTICS ACCOUNT SETUPLogin to Google Analytics with your Google AccountCreate a Google Analytics accountRegister your websiteGet the Google Analytics codehttp://www.google.com/analytics

47. GOOGLE ANALYTICS ACCOUNT SETUPPut the code on EVERY PAGEPlace just before the end of </body> tag of the pageBetter to use with templatesBetter to use with CMS

48. GOOGLE ANALYTICS DASHBOARD

49. VISITORS MENU

50. TRAFFIC SOURCES MENU

51. CONTENT MENU

52. GOALS MENU

53. CUSTOM REPORTING

54. MEASURE VS. ANALYZETHE BOOKKEEPERTHE ACCOUNTANT

55. SITE USAGEVISITS

56. PAGES VIEWED

57. PAGES PER VISIT

58. BOUNCE RATE

59. TIME ON SITESITE USAGE What are the trends?

60. What do peaks and slumps mean?

61. Pages/Visit & Avg. Time correlation

62. Is the Bounce Rate a concern?

63. New Visits or Returning Visitors? SITE USAGE – WHAT’S NEXT?

64. TRAFFIC SOURCES DIRECT TRAFFIC VISITS

65. REFERRING SITES VISITS

66. SEARCH ENGINES VISITS (SEO + PPC)

67. OTHER CAMPAIGNSTRAFFIC SOURCES Which source drives traffic to my site?

68. Are those that know me coming back?

69. Am I getting free traffic from my friends?

70. How are my SEM initiatives doing?

71. Am I spending my marketing Euros effectively? TRAFFIC SOURCES – WHAT’S NEXT?

72. TRAFFIC SOURCES – WHAT’S NEXT?

75. TOP CONTENT WHICH PAGES GOT VISITS

76. BOUNCE RATE PER PAGE

77. TIME ON PAGE

78. EXITS FROM PAGESTOP CONTENT Are they visiting my important pages?

79. Opportunities?

80. Problems?

81. How is my funneling?

82. My site’s stickiness LANDING PAGES DIRECT ENTRANCES

83. BOUNCES

84. BOUNCE RATELANDING PAGES How many home pages do I have?

85. How is my SEO doing?

86. How is my PPC doing?

87. Calls to action, funnels, content?

88. Surprises? Problems?LANDING PAGES – WHAT’S NEXT?

89. KEYWORDS KEYWORDS USED TO LAND ON MY SITEKEYWORDS Am I getting traffic from the right keywords?

90. Visitors’ intent

91. Which keywords drive traffic coming from which source?KEYWORDS – WHAT’S NEXT?BRANDED VS. NON-BRANDED TRAFFIC

92. CONVERSION BY TRAFFIC CONVERSION GOALS DONE ON MY SITECONVERSION BY TRAFFIC What are the best traffic source for converting on my site?

93. Is my site only getting visits or converted traffic?ANALYTICS IS A PROCESS

94. SEGMENT OR DIEA common complaint: “Too much data, where should I start??”

95. Beware of the “average visitor”!

96. Segment to see differences and get the actionable insights.

97. Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…SEGMENT, FILTERS, AND MOREMultiple options:Filters

98. Default segments

99. Custom segments

100. In-reports filters

101. In-reports segmentsSEGMENT, FILTERS, PROFILES AND MORE

102. SUMMARY & CONCLUSIONTake off your blindfold to see the lightAnalytics is all about:Your business

103. Your Website

104. Your goals

105. Your analysis

106. Your context

107. Your “actionable insights”YOUR CHALLENGESHow many visitors are you getting?

108. What are your primary traffic sources?

109. What are your best performing pages?

110. Which keywords people are using to find your site?

111. Which Actionable Insights you can drive from your analytics reports?THANK YOU!www.wsieservices.beinfo@wsieservices.bewww.daronet.euinfo@daronet.eu

Web Analytics Workshop - Verwijder die blinddoek

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