Alan BOYDELL , Google Analytics Manager, Southern Europe How to mesure and optimise your ROI using Web Analytics Analytics

- Part 1: General presentation - Analytics

- Part 1: General presentation -

A very powerful marketing tool Highly advanced & very simple to use Full integration to Adwords Completely free Free mesurement tool Over 80 reports Main advantages: Measure your online marketing campaigns Measure how many visitors you have and their behaviour Measure e-Commerce activity Very fast access to all your reports directly online

A very powerful marketing tool

Free mesurement tool

Over 80 reports

Main advantages:

Measure your online marketing campaigns

Measure how many visitors you have and their behaviour

Measure e-Commerce activity

Very fast access to all your reports directly online

Analyse the performance of your online Marketing initiatives Which campaigns offer the best ROI? Analyse your post-clic activity Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing & natural search Email Marketing Search Engine Optimization Referrals Affiliate Programs

Analyse the performance of your online Marketing initiatives

Identify which indicators are the most relevant for you Determine how to measure the success of your web site based on your business objectives Track up to 200 goals per account Key Performance Indicators Number of visits / Unique Visitors Sales, Average order value Page-views, Pages with publicity Sign-ups, Whitepaper downloads Etc …

Identify which indicators are the most relevant for you

Number of visits / Unique Visitors

Sales, Average order value

Page-views, Pages with publicity

Sign-ups, Whitepaper downloads

Etc …

How to create an account Directly in AdWords http://adwords.google.com Google Analytics standalone site http://analytics.google.com

How to create an account

Google Analytics’ tracking code Advice #2 : Place the tracking code a the end of the page: just before </body> Advice #1 : place the code on EVERY page <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct=&quot;UA-xxxx-x&quot;; urchinTracker(); </script>

Google Analytics’ tracking code

How Google Analytics works 4 “1 st party” Cookies are placed Javascript code on every page + 1) Cookies are set 3) Reports are updated 2) Data is sent to GA servers

How Google Analytics works

2 / Optimize your AdWords campaigns

2 / Optimize your AdWords campaigns

What keywords are generating the most traffic? Highly precise keyword tracking Very graphic interface

Which keywords give you the best ROI (return on investment)? ROI per keyword Optimise your campaign based on post-clic info

Detailed Analysis – Go beyond the CTR to improve your ROI

Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

Cross any two parameters for more detailed analysis Simple and powerful Advanced Cross-segmentation

Compare different sources of traffic for a same keyword Conversion rate per keyword per source Compensate your weakness in natural search using paid search

3 / Optimize your website

3 / Optimize your website

The conversion funnel Visitors Goal = visitors become customers Optimize your conversion process to maximize conversions Where do most visitors drop out? Viewing a product category page Viewing a product page Viewing the shopping cart Completing an order 1 2 3 4

Some examples of drop-out rates The drop-out at various stages should be progressive Where do most visitors drop out? [Benefit 3/Usage 3 Description] Add product to cart Payment page Confirmation page

The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 18,5% 59,6% 42,1% 37,4% 30,3% 95,4%

The reasons for visitor drop-out Optimize your conversion process to maximize conversions Identify reasons for high drop-out Exit Reasons: Overlong payment form Poor layout Exit Reasons: Poor search experience Availability checker very clunky Visitors Customers Exits = 95.4% Exits = 59.6%

Exit Reasons:

Overlong payment form

Poor layout

Exit Reasons:

Poor search experience

Availability checker very clunky

The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 2.23% Improved layout Improved layout Removed

Try it out for yourself! analytics.google.com Very simple installation Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords Integrated with AdWords Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web Sophisticated, yet easy to use Free Sign Up Sign Up for Google Analytics Install the Google Analytics tracking code on your site Configure site goals in Google Analytics View Reports Next Steps:

Try it our for yourself! analytics.google.com