Web Analytics: Data drive decisions

@Rob Bertholf Web Analytics Data driven decisions @Rob Bertholf http://robbertholf.com

@Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert
Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199

@Rob Bertholf Introductions • Name • Industry • Desired Takeaways

@Rob Bertholf Desired Takeaways • Overview of Analytics • Learn
what Web Analytics tracks • How to add tracking code to your site • Create ways to track conversion

@Rob Bertholf Terms to Know • Web Browser • HTML
• JavaScript • Analytics • Tracking Code

@Rob Bertholf What is Web Analytics? The study of the
online experience in order to improve it.

@Rob Bertholf Why Analyze? Stop burning your money you fool!!!!

@Rob Bertholf Why wouldn’t you analyze? • Find out what
is working • Identify things that are not working • Calculate return on investment • Dominate your niche

@Rob Bertholf How to analyze: • Pay closer attention to
the bigger picture & trends. • Compare data against itself • Consider leveraging both server log data and page tag data into a hybrid approach.

@Rob Bertholf Who Should Measure? Short answer: everyone.

@Rob Bertholf Webmaster • Can people access it? • What
is the load time? • What browsers?

@Rob Bertholf Content Marketer • Where are you best engaging
your visitors? Which topics should you write about? • What are your visitors looking for? • Where are you losing your visitors?

@Rob Bertholf Social Media Marketer • Which social channels are
sending most qualified traffic? • Which social posts convert the best? • How is social traffic converting (first touch attribution)

@Rob Bertholf eCommerce Manager • Which products are selling best?
• How is your cart abandonment?

@Rob Bertholf Executive • What marketing efforts are working? ◦
Traditional Marketing ◦ Banner Ads ◦ Search Engines / SEO ◦ Paid Marketing / PPC ◦ Email • How well are you engaging? • How well are you converting?

@Rob Bertholf Got Analytics?

@Rob Bertholf Types of Analytic Software Server Log Browser Client
Social Media (In Platform / 3rd Party)

ClickTale.com

CrazyEgg.com

Google Analytics

@Rob Bertholf Evolution of Google Analytics Urchin 2005: urchin.js 2007:
ga.js 2012: analytics.js

@Rob Bertholf Now we will cover... • Creating Google Analytics
Account • Installing Google Analytics in your Website • Configuring your profile with best practices • Setting goals and defining success • Content Marketing • Breaking down by channel

@Rob Bertholf How to get Google Analytics Quick overview for
installing Analytics

@Rob Bertholf Register at Google.com/Analytics

@Rob Bertholf Create a New Account

@Rob Bertholf Pick your preferences

@Rob Bertholf Accept Terms

@Rob Bertholf Get Your Code

@Rob Bertholf Install Into Website via WordPress Plugin Manually <
/>

@Rob Bertholf Manually

@Rob Bertholf Yoast Google Analytics

@Rob Bertholf Verify Installation

@Rob Bertholf Google Analytics Demo of Google Analytics

@Rob Bertholf Test drive Google Analytics. Vroom. http://google.com/analytics

@Rob Bertholf Tour • Select Account • Report • Custom
Reporting • Admin (Settings)

@Rob Bertholf Adding Filters Garbage in, Garbage out.

@Rob Bertholf But First! Create initial profiles: • Raw Data:
no filters, unaltered, pure data • Test Data: the testing ground where you install filters, set goals and add stuff that alters the data. Once you know it’s working, then you add it to the Master Data profile. • Master Data: the working copy of your data, this is the data you use for reporting.

@Rob Bertholf Filter Your Data (Master Profile)

@Rob Bertholf Regular Expressions (RegEx) See side two of handout
for information.

@Rob Bertholf Settings > Connect: • Google AdWords This will
allow you to share data across Google Analytics and AdWords • Google AdSense This will allow you to see how content is performing with Google AdSense • Google Webmaster Tools This will allow you to share Webmaster Tools data with Google Analytics

@Rob Bertholf Answer the most important question: How many hits
does my website get?

@Rob Bertholf Is this the right question to ask? HIT
COUNTER You are visitor number 0 0 0 1 2 8 2 8 2 9 1 . since 1995

@Rob Bertholf Progression of Metrics Hits Page Views Visits /
Session Unique Visit Unique User

@Rob Bertholf Hits • Each request from the browser to
the web server is an individual hit. • Multiple hits generated each time the page loads.

@Rob Bertholf • Number of times a web page has
been displayed. Page Views

@Rob Bertholf Visit (Session) • Could be the same person
in different sessions • Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)

@Rob Bertholf Unique Visit • The uniquely identified client that
is generating page views or hits within a defined time period.

@Rob Bertholf Unique User • Identified from logging into a
site with a username and password or other method • Can track user despite the computer they use to access the site

Acquisition: How are you getting your visitors?

Overview >

@Rob Bertholf Two main channels of web analytics Safari /
Chrome / Firefox / Internet Explorer http://yourdomain.com URL: Click on the link to this really great website at http://yourdomain.com Direct Referral

@Rob Bertholf Referral Traffic “Referral” is what is left over
after you remove traffic from the Search Engines and Social Media

@Rob Bertholf #PROTIP: Filter Organic Traffic Remove branded keywords from
Organic search traffic. These should be “Direct”: www.mydomain.com Google Your Company Name Google

@Rob Bertholf #PROTIP: Filter Organic Keywords

@Rob Bertholf Back to the data! Best Google Analytics view
is: Acquisition > Channels

Channels

@Rob Bertholf New Term: Bounce Rate • The percentage of
visitors to a particular website who navigate away from the site after viewing only one page. • Target range < 25% - 40% • Drill down to specific Source to troubleshoot

@Rob Bertholf #PROTIP: Decrease Bounce Rate How many of your
employees use your website as your start page?

@Rob Bertholf Find your IP address

@Rob Bertholf Filter Your Data

Organic Traffic

Social

Audience: Who is visiting your website?

Audience >

@Rob Bertholf Additional Code Needed Need to add: ga('require', 'displayfeatures');
or use: https://wordpress.org/plugins/google-universal-analytics/

Browser

@Rob Bertholf #PROTIP: Browserstack Use www.BrowserStack.com to test your website
on multiple browsers to see how your customers see your site!

Mobile

@Rob Bertholf Mobile Traffic What percentage of users are coming
from mobile devices? How do they see your website from a mobile device? Is your website “Responsive”?

Behavior How effective is your site?

Behavior >

Landing Pages

Exit Pages

@Rob Bertholf #PROTIP: Decrease Exit Rate Find pages which have
high exit rate (and are not your driving directions or contact page) and add a call to action to re-engage the visitor.

@Rob Bertholf More at Google WebMaster Tools Improve Your Performance!

Page Speed

Suggestions

@Rob Bertholf Visualized Data Understand your visitors behavior!

Site Search

In Page Analytics

Visitor Flow

@Rob Bertholf Visitor Flow Study your visitor flow! Where are
you losing your visitors? How logical is your navigation structure? How easy is it to find your menu?

Conversion Is it driving the intended actions?

@Rob Bertholf Progression of Conversion Events Goals eCommerce

@Rob Bertholf Event • Event tracking is a simple way
to track how users are interacting with your site. • You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]);

Events

Top Events

@Rob Bertholf Goal • This should be a wide range
of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. • Associate monetary value with these goals if possible.

@Rob Bertholf Funnel Visualization • Where do we lose the
visitor? (Multi step form or conversion path)

@Rob Bertholf eCommerce • Ecommerce tracking will allow you to
understand not only how much revenue you're making but what channels are responsible for driving revenue

@Rob Bertholf Google Webmaster Tools http://google.com/webmasters

@Rob Bertholf http://robbertholf.com See SEO tutorial for Google Webmaster Tools
information

@Rob Bertholf Social Analytics

@Rob Bertholf Native Analytics • Facebook Insights • Twitter: Hootsuite/SproutSocial/SManalyzed
• Instagram: IconoSquare.com

@Rob Bertholf SManalyzed.com

@Rob Bertholf http://robbertholf.com See Social Metrics tutorial for more information

@Rob Bertholf Questions? @Rob [email protected]

@Rob Bertholf Found this useful? Tell me! Please tweet: “.@Rob,
just saw the #Analytics tutorial and though it was _________”.

Web Analytics: Data drive decisions

Web Analytics: Data drive decisions

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