SMCHI: Google Analytics

Transcript

2. What is Web Analytics? The study of the online experience in order to improve it. “Web analytics is the assessment of a variety of data, Including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online.” — Web Analytics Demystified Eric T. Peterson
3. Why Analyze? • Web Programmers – Identify Technical Restrictions – Report on Broken Pages etc. • Web/Graphic/UI Designers – Report on Monitor Resolutions – Identify Usability Issues – Discover Visitor Patterns • Marketing Manager – Proof of Return on Investment – Identify Opportunities
6. Google Analytics Version 5 Google.com/Analytics
7. Progression of Data
8. How to Analyze • Pay closer attention to the bigger picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself
9. Traffic Sources Direct Traffic Referral Traffic -Paid / Organic -Social
10. Referral Traffic
11. How to Analyze • Pay closer attention to the bigger picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself
12. Progression of Data
13. What does a qualified visitor look like • Bounce Ratio • Time on site • Avg Pages / Visit • Exit Ratio
14. Bounce Rate • Number of times a visitor arrives at a page, then immediate either hits the back button or leaves the site. • This metric could illustrate a problem with relevancy.
15. Conversion • Better ways to determining qualified visitors
16. Conversion • Simply – meeting your objectives or goals.
17. Conversion • 2 main types – Macro or overall • Sale – Micro, people don’t just come to buy • Research you or your products and services • Support • Read Blog
18. Conversion • What is measurable? – Macro • Orders placed – Micro • Page views • Click to share a link • Click to “print this”
19. Goals Defined by objectives
20. Goals • 4 types of goals
21. Goals • URL Destination – Specific location, such as a “Thank You” page. • Example would be a newsletter sign up for lead gen. • Needed for use with Funnels.
22. Goals • Visit Duration – Visits that last a specific amount of time. • Example would be user conducting research. • Reading blog posts.
23. Goals • Pages per Visit – Visitors view specific number of pages. • Example would be wanting users to view more products. • Read more blog posts.
24. Goals • Event – An action defined is triggered. • Example would be an ad click. • Social recomendation.
25. Goals • Set at profile level – Limited to 20 goals per profile • 4 sets of 5 goals • Add additional profile for more than 20 goals
26. Goals • Goal Sets – This is where goals are organized • Suggest Macro/Micro • Personal Preference • Show in default reports based on groups
27. Goals • Goal Values – Every action = $ – How do I determine value? • If 10% of newsletter subscribers eventually buy a $1000 product or service: • 10% of $1000 = $100 • Newsletter subscriber = $100 – Take time to determine and set values for ROI
28. Funnels • Goals are all defined, now what? – Define funnels • Set destination goal • Define steps to goal
29. Funnels • Visualization – Determine where in funnel where people exit • Tweak pages or process • A/B testing
30. Ecommerce • Advanced feature – Collect shopping cart data • Seek assistance from a SMCHI professional member.