Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

Actionable Insights with Google Analytics
The non-techy version! Without the Internet...
Ben Rogers – Attacat
+44(0)131 220 1441
This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

Quick Introduction

Questions
Keep them coming!
Attacat mug for every question asked (while stocks last)...

The Business Case
two ways to double website sales
or

#nmb Analytics Usage?

What is this Google Analytics anyway...
Sexy graphs of what people are doing on your website
It’s free! Zip! £0! FA! But Why?

Using the data
What sort of questions do you want to answer about your own websites?

Owning your data
Google Analytics data on your site is your IP
Not your web developers
Not your advertising agency
Not your internet marketing agency
Not …
You need administrator access for:
Setting goals & funnels
Changing people’s access
Adding Filters
Applying cost data from Google AdWords
Adding or modifying website profiles
Changing any account level settings

Installing Google Analytics
www.tagxedo.com

One must have Kippers
So use a TOFF
Timely Online Frequent Financial

The Simple Sale
Direct Online Sales
T O F F

The Complex Sale
Brochure request
Offline sale

The Setup...

Goal setting
Take your KPIs & set them as goals in Analytics
Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even
Create funnels for linear progressions to a KPI (e.g. checkout process)

Goal Setting - Video
Please see the Attacat Brain for embedded videos:
www.attacat.co.uk/brain

Goals & Funnels – before

Goals & Funnels – after

E-Commerce Tracking
Depth of data
Direct ROI

E-Commerce Tracking – B2C
B2C example
Online gourmet food & meat
E-commerce tracking provides accurate results on the purchased products
Giving Accurate ROI figures for AdWords campaigns
Understanding best sellers and opportunities to expand product base
See the impact of special offers such as products or delivery

E-Commerce Tracking – B2B
B2B Example
Commercial vehicle reseller
In order to tie enquiries directly through to confirmed sales a customised E-Commerce installation was used
Transactions are recorded with a unique reference number which can be tied through to confirmed sales at head-office
Provides accurate ROI for all online marketing activities

Advanced Segments
Anyone making use of Advanced Segments?
Pretty much anything you can think of can be done!

Advanced Segments - Video

The page in question

What can we do with this data?
Look at what content people do absorb after playing the game
Change the page layout
Start using Event Tracking
Test the changes & review later

Annotations
Record website changes
Record testing periods
Record special offers

Google Analytics Reports for You, Today
Your homework! Don’t delay, do it today!

Referrals with Goals
What referring sites are working & where are the opportunities

Referrals with Goals - Video

What can we do with this data?
Find out which sites are sending your traffic & producing goals – try to boost them!
Find referring sites that are sending traffic but not converting – what more can we do?
Find, build & cultivate partnerships with other sites

Keywords, Ranking & Goals
Good conversions but low ranks
Keywords with good ranks & low conversions
Today’s task:
Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them!

Organic Keywords

Keywords & In-Site Search

Visits by traffic source

Exit Pages
Where people get fed-up & leave!
What should you pay attention to...
‘Utility’ pages are the ones to watch
About Us
Terms & Conditions
Contact Us
Delivery Information
FAQs

Top Exit Pages

Who, What, When, Why
What Google Analytics can't tell you

Putting the Why into the What
Google Analytics can help you understand what your visitors did – Not Why!
Use other tools to help close the loop
Low cost usability testing
Google Website Optimiser
Surveys
Was this article helpful
Ask for feedback

Low cost usability testing
Rocket Surgery Made Easy – Steve Krug
Simple, quick wins, ongoing exercise, fast, cheap!

The HiPPO in the room
Highest Paid Person’s Opinion (wins)
“Change that picture on the home page to something else.”
From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg

3 x Slides Removed

Crazy Egg - $9/month

ClickTale – from $99/month

4Q Perceptions - free

Final thoughts
Think like a TOFF & report against your KPIs
Put the effort in & get good data out (the setup…)
5 reports to check – today!
Record changes & test when you can
Utilise tools

Questions
Keep them coming!
Attacat mug for every question asked (while stocks last)...

Homework!
Review top 10 Referral sources against goals
Keywords, Goals & Rankings – review the top10 keywords
In-Site Search – review and/or setup!
Visits by Traffic Source – find spikes & capitalise on them!
Exit Rate – review your ‘utility’ pages, can you make improvements?

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Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

by Attacat Internet Marketing on Jun 10, 2010

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Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing — Presentation Transcript