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Measuring the Success of Online Marketing Scott Thomas – AboutTheInn.com
Overview <ul><li>Basic Google Analytics features and what we can do with them
Examine sources of website visitors
Set up Goals
Set up E-Commerce tracking
Set up a simple B&B Directory segment
Analyze results </li></ul>
Basic Terminology <ul><li>Visits – number of sessions on your website - interactions
Pages/Visit – average pages per visit
Avg Time on Site – average length of time people stayed on your site
% New Visits – how many visits were from people visiting for the first time
Bounce Rate – percentage of visitors who left after viewing only one page </li></ul>
What can we do with these Basic Metrics? <ul><li>Look at trends over past few months
Compare this month to last month
Compare this month with the same month last year (especially for seasonal properties) </li></ul>
Overview Pie Chart <ul><li>Search Traffic </li><ul><li>Google, Bing, Yahoo, Ask, etc. (includes paid search ads) </li></ul...
Overview Pie Chart <ul><li>Direct Traffic </li><ul><li>Bookmarks, typed URL, other sources GA can't allocate </li></ul><li...
What do we do with these areas? <ul><li>Search </li><ul><li>See which search engines send traffic
Look at trends over time, vs. previous year, etc.
Look at paid vs. organic
What keywords/key phrases are sending visitors? </li></ul></ul>
Search – who sends traffic?
Search – trend over time
Search – paid vs organic
What do we do with these areas? <ul><li>Direct </li><ul><li>Many of these users know you well enough to bookmark you or ty...
See if you can determine what they are looking at (and why) </li></ul></ul>
Direct – landing pages You can also use the  Pages -> Navigation Summary  to see where these visitors spend their time
What do we do with these areas? <ul><li>Referrals </li><ul><li>How are paid directories and other paid listings doing </li...
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Measuring the Success of Online Marketing

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Slide deck from PAII Little Rock Innkeeping Conference, January 2012

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  • 1. Traffic &gt; Search &gt; Organic 2. Traffic &gt; Search &gt; Paid Search 3. Compare - with last month - with same month last year - trend over 12 months 4. Keywords - top referring keywords - (not provided)
  • What countries/States/cities do these visitors come from? What pages do they view? What is their conversion rate?
  • NB – Referrals do not include Campaign source traffic NB referrals from your booking engine are not real referrals! Current month vs last month Trend over time (year?) This year vs last year Tip: to find out how an unexpected site has linked to you, in Google enter “site:siteurl.com yourdomain.com” (without the quotes)
  • NB – Referrals do not include Campaign source traffic NB referrals from your booking engine are not real referrals! Current month vs last month Trend over time (year?) This year vs last year Tip: to find out how an unexpected site has linked to you, in Google enter “site:siteurl.com yourdomain.com” (without the quotes)
  • NB – Referrals do not include Campaign source traffic NB referrals from your booking engine are not real referrals! Current month vs last month Trend over time (year?) This year vs last year Tip: to find out how an unexpected site has linked to you, in Google enter “site:siteurl.com yourdomain.com” (without the quotes)
  • Be aware that making a “regular” referrer a campaign source removes them from the Referrals report. We will solve this problem with a B&amp;B Directories Advanced Segment.
  • What % of visitors enter on the home page? What pages do the rest of them use? What keywords are visitors using to find you? - Are they the keywords you are targeting? - What keywords are bringing visitors who bounce? Why?
  • Create B&amp;B Directories Segment and compare to All Traffic
  • Create B&amp;B Directories Segment and compare to All Traffic
  • Transcript of "Measuring the Success of Online Marketing"

    1. 1. Measuring the Success of Online Marketing Scott Thomas – AboutTheInn.com
    2. 2. Overview <ul><li>Basic Google Analytics features and what we can do with them
    3. 3. Examine sources of website visitors
    4. 4. Set up Goals
    5. 5. Set up E-Commerce tracking
    6. 6. Set up a simple B&B Directory segment
    7. 7. Analyze results </li></ul>
    8. 8. Basic Terminology <ul><li>Visits – number of sessions on your website - interactions
    9. 9. Pages/Visit – average pages per visit
    10. 10. Avg Time on Site – average length of time people stayed on your site
    11. 11. % New Visits – how many visits were from people visiting for the first time
    12. 12. Bounce Rate – percentage of visitors who left after viewing only one page </li></ul>
    13. 13. What can we do with these Basic Metrics? <ul><li>Look at trends over past few months
    14. 14. Compare this month to last month
    15. 15. Compare this month with the same month last year (especially for seasonal properties) </li></ul>
    16. 16. Overview Pie Chart <ul><li>Search Traffic </li><ul><li>Google, Bing, Yahoo, Ask, etc. (includes paid search ads) </li></ul><li>Referring Sites </li><ul><li>Other websites sending traffic to you (directories, local Chamber, etc.) </li></ul></ul>
    17. 17. Overview Pie Chart <ul><li>Direct Traffic </li><ul><li>Bookmarks, typed URL, other sources GA can't allocate </li></ul><li>Campaigns </li><ul><li>Paid, email, direct marketing, QR codes, etc. </li></ul></ul>
    18. 18. What do we do with these areas? <ul><li>Search </li><ul><li>See which search engines send traffic
    19. 19. Look at trends over time, vs. previous year, etc.
    20. 20. Look at paid vs. organic
    21. 21. What keywords/key phrases are sending visitors? </li></ul></ul>
    22. 22. Search – who sends traffic?
    23. 23. Search – trend over time
    24. 24. Search – paid vs organic
    25. 25. What do we do with these areas? <ul><li>Direct </li><ul><li>Many of these users know you well enough to bookmark you or type in your URL
    26. 26. See if you can determine what they are looking at (and why) </li></ul></ul>
    27. 27. Direct – landing pages You can also use the Pages -> Navigation Summary to see where these visitors spend their time
    28. 28. What do we do with these areas? <ul><li>Referrals </li><ul><li>How are paid directories and other paid listings doing </li><ul><li>Over time
    29. 29. Compared to previous year, month </li></ul><li>Are there any sources sending traffic that you don't recognize? Why are they sending traffic to you? </li></ul></ul>
    30. 30. Referrals – How are they doing? Compared to All Visits Also check Goals and Ecommerce
    31. 31. Referrals – How are they doing? Over time Don't forget Goals and Ecommerce reports
    32. 32. What do we do with these areas? <ul><li>Campaigns </li><ul><li>How do you set up a campaign? </li><ul><li>mysite.com/page.htm ?utm_source= campaign
    33. 33. Or mysite.com /?utm_source= campaign </li></ul><li>Are your campaigns sending visitors?
    34. 34. How do they do over time? </li></ul></ul>
    35. 35. Using the information <ul><li>How do visitors use your site? </li><ul><li>Is your home page where most people enter the site?
    36. 36. What percentage enter on the home page?
    37. 37. What keywords are used to find your site? </li></ul><li>Check keywords vs. bounce rate </li><ul><li>Why are people finding you and leaving? </li></ul></ul>
    38. 38. Using the information <ul><li>What pages are bringing in bounces? </li><ul><li>Check landing pages vs. bounce rate
    39. 39. You don't control the entry point
    40. 40. Fix those that stink </li></ul></ul>
    41. 41. Entry points and keywords Content -> Site Content -> Landing Pages Sources -> Search -> Organic
    42. 42. Kewords and Bounce Rates To use a weighted search, sort by Bounce Rate by clicking that column, then select Weighted from the Sort Type pulldown.
    43. 43. Landing Pages and Bounces
    44. 44. Making Sense of the Data <ul><li>What is the objective of your website?
    45. 45. How can we use the data to see how we're doing? </li></ul>
    46. 46. Setting up Goals <ul><li>Help: http://goo.gl/wxILD
    47. 47. Specify goal URL (the Thank You page)
    48. 48. Funnel (optional): Include each page that is needed to complete the goal
    49. 49. Don't make the pages Required Steps (unless they really are)
    50. 50. Data collection usually takes 24 hours </li></ul>
    51. 51. Setting up Ecommerce <ul><li>Help: http://goo.gl/12aY2
    52. 52. Settings->Profiles->Profile Settings
    53. 53. Add code to shopping cart, receipt or Thank You pages </li><ul><li>Some online booking engines will do this for you, others require you to do it yourself. </li></ul></ul>
    54. 54. Create a B&B Directories Advanced Segment
    55. 55. Create a B&B Directories Advanced Segment <ul><li>Compare stats for the segment to All Traffic, or to similar segments (for example, B&B directories compared to review sites)
    56. 56. Notice things that are different from one member of the segment to the another
    57. 57. View Goals for segment members and compare
    58. 58. View Ecommerce and compare </li></ul>
    59. 59. Wrap-Up <ul><li>Compare results over previous month/year
    60. 60. Find landing pages with high bounce rates
    61. 61. Find keywords with high bounce rates
    62. 62. Create segments for marketing channels
    63. 63. Create goals and set up ecommerce </li></ul>
    64. 64. Thank you! Scott Thomas AboutTheInn.com [email_address]
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