Actionable Insights with Google Analytics<br />The non-techy version! Without the Internet...<br />Ben Rogers – Attacat<br...
Quick Introduction<br />
Questions<br />Keep them coming!<br />Attacat mug for every question asked (while stocks last)...<br />This document and i...
The Business Case<br />two ways to double website sales<br />or<br />This document and its contents are confidential. Any ...
#nmb Analytics Usage?<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or di...
What is this Google Analytics anyway...<br />Sexy graphs of what people are doing on your website<br />It’s free! Zip! £0!...
Using the data<br />What sort of questions do you want to answer about your own websites?<br />This document and its conte...
Owning your data<br />Google Analytics data on your site is your IP<br />Not your web developers<br />Not your advertising...
Installing Google Analytics<br />www.tagxedo.com<br />This document and its contents are confidential. Any form of disclos...
One must have Kippers<br />So use a TOFF<br />Timely Online Frequent Financial<br />This document and its contents are con...
The Simple Sale<br />Direct Online Sales<br />T     O     F     F<br />This document and its contents are confidential. An...
The Complex Sale<br />Brochure request<br />Offline sale<br />This document and its contents are confidential. Any form of...
The Setup...<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or disseminati...
Goal setting<br />Take your KPIs & set them as goals in Analytics<br />Sales, downloads, email links, contact form submiss...
Goal Setting - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This documen...
Goals & Funnels – before<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or...
Goals & Funnels – after<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or ...
E-Commerce Tracking<br />Depth of data<br />Direct ROI<br />This document and its contents are confidential. Any form of d...
E-Commerce Tracking – B2C<br />B2C example<br />Online gourmet food & meat<br />E-commerce tracking provides accurate resu...
E-Commerce Tracking – B2B<br />B2B Example<br />Commercial vehicle reseller<br />In order to tie enquiries directly throug...
Advanced Segments<br />Anyone making use of Advanced Segments?<br />Pretty much anything you can think of can be done!<br ...
Advanced Segments - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This do...
The page in question<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dis...
What can we do with this data?<br />Look at what content people do absorb after playing the game<br />Change the page layo...
Annotations<br /><ul><li>Record website changes
Record testing periods
Record special offers</li></ul>This document and its contents are confidential. Any form of disclosure, reproduction and/o...
Google Analytics Reports for You, Today<br />Your homework!  Don’t delay, do it today!<br />This document and its contents...
Referrals with Goals<br />What referring sites are working & where are the opportunities<br />This document and its conten...
Referrals with Goals - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This...
What can we do with this data?<br />Find out which sites are sending your traffic & producing goals – try to boost them!<b...
Keywords, Ranking & Goals<br />Good conversions but low ranks<br />Keywords with good ranks & low conversions<br />Today’s...
Keywords, Ranking & Goals<br />Organic Keywords<br />This document and its contents are confidential. Any form of disclosu...
Keywords, Ranking & Goals<br />This document and its contents are confidential. Any form of disclosure, reproduction and/o...
Keywords & In-Site Search<br />This document and its contents are confidential. Any form of disclosure, reproduction and/o...
Visits by traffic source<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or...
Exit Pages<br />Where people get fed-up & leave!<br />What should you pay attention to...<br />‘Utility’ pages are the one...
Top Exit Pages<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemina...
Who, What, When, Why<br />What Google Analytics can't tell you<br />This document and its contents are confidential. Any f...
Putting the Why into the What<br />Google Analytics can help you understand what your visitors did – Not Why!<br />Use oth...
Low cost usability testing<br />Rocket Surgery Made Easy – Steve Krug<br />Simple, quick wins, ongoing exercise, fast, che...
The HiPPO in the room<br />Highest Paid Person’s Opinion (wins)<br />“Change that picture on the home page to something el...
3 x Slides Removed<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or disse...
Crazy Egg - $9/month<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dis...
ClickTale – from $99/month<br />This document and its contents are confidential. Any form of disclosure, reproduction and/...
4Q Perceptions - free<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or di...
Final thoughts<br />Think like a TOFF & report against your KPIs<br />Put the effort in & get good data out (the setup…)<b...
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Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

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The presentation given by Ben Rogers, of Attacat Internet Marketing, to the New Media Breakfast group in Edinburgh & Glasgow.
For more information please contact Attacat Internet Marketing directly.

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  • DEFINE ACTIONABLEFree tool for analysing your website traffic
  • Basic install is a synch. There’s a mass more yuo can do However going a few additional steps is often required to make the data actionable.
  • Simple rule – without Kippers your cream crackered.Kippers = KPISo how do you decide what KPIs to have?Timely – it needs to happen in the first visit (or two) Timely should really be fast – but that just doesn&apos;t work – FOFF isn&apos;t nearly as memorable.Online – you need the action to be onlineFrequent – it needs to happen often enough to gather dataFinancial – need t be able to put a financial value on it somehow – gross approximation better than noneVolunteer
  • A funnel is just a series of steps before a goal conversion. The easiest way to explain this using the example of a shopping cart on an e-commerce site. The visitor will have to complete a number of steps from seeing the item to having the purchase confirmed. Steps such as registering, adding delivery address details, confirming the order, making payment &amp; seeing the receipt page.These steps will always be in the same order but it doesn’t matter if the visitor misses out a step or returns halfway through the funnel.The funnel gives us great information about which areas of the sales process is not working – are people leaving when they see how many details they have to enter just to register, do they get to the confirmation stage &amp; see the high shipping costs and leave? The small example to the side there shows that people enter and leave the funnel at different stage but shows us an overview of how successful the sales funnel process is.I’ve given a B2C example here but again this is just as relevant on a B2B site – do you ask for details before the download of a white paper? Is there a registration process for new users?
  • Statisticians wet dream. Don’t worry to much if you don’t follow this, the point is really just to illustrate how much depth you can go into if you want. well you can dig
  • Sadly not goals but  shows surges in referrals/direct and a follow up search peak (intensive blogging)Jump in referrals after being featured in the industry’s premier news site Action taken: live blogging exercise = success (so repeat)!  Thank author of linking article, develop relationship
  • Option 1 – “OK, boss” Suck upOption 2 – “No way – you’re wrong!”P45Option 3 – “Let’s test it against my idea &amp; the loser buys lunch”Scientific, more fun &amp; lower chance of the P45 scenario
  • Much better than the Analytics overlay as:Much better visual representationShows where people have tried to click inc where you shouldn’t click
  • So sexy, it hurts. Records mouse movements and clicks:Can watch recordings of individuals move through your websiteCrazy Egg style heat mapsBrilliant for forms – identifies problem fields really easily.
  • Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

    1. 1. Actionable Insights with Google Analytics<br />The non-techy version! Without the Internet...<br />Ben Rogers – Attacat<br />+44(0)131 220 1441<br />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.<br />
    2. 2. Quick Introduction<br />
    3. 3. Questions<br />Keep them coming!<br />Attacat mug for every question asked (while stocks last)...<br />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.<br />
    4. 4. The Business Case<br />two ways to double website sales<br />or<br />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.<br />
    5. 5. #nmb Analytics Usage?<br />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.<br />
    6. 6. What is this Google Analytics anyway...<br />Sexy graphs of what people are doing on your website<br />It’s free! Zip! £0! FA! But Why?<br />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.<br />
    7. 7. Using the data<br />What sort of questions do you want to answer about your own websites?<br />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.<br />
    8. 8. Owning your data<br />Google Analytics data on your site is your IP<br />Not your web developers<br />Not your advertising agency<br />Not your internet marketing agency<br />Not …<br />You need administrator access for:<br />Setting goals & funnels<br />Changing people’s access<br />Adding Filters<br />Applying cost data from Google AdWords<br />Adding or modifying website profiles<br />Changing any account level settings<br />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.<br />
    9. 9. Installing Google Analytics<br />www.tagxedo.com<br />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.<br />
    10. 10. One must have Kippers<br />So use a TOFF<br />Timely Online Frequent Financial<br />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.<br />
    11. 11. The Simple Sale<br />Direct Online Sales<br />T O F F<br />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.<br />
    12. 12. The Complex Sale<br />Brochure request<br />Offline sale<br />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.<br />
    13. 13. The Setup...<br />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.<br />
    14. 14. Goal setting<br />Take your KPIs & set them as goals in Analytics<br />Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even<br />Create funnels for linear progressions to a KPI (e.g. checkout process)<br />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.<br />
    15. 15. Goal Setting - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />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.<br />
    16. 16. Goals & Funnels – before<br />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.<br />
    17. 17. Goals & Funnels – after<br />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.<br />
    18. 18. E-Commerce Tracking<br />Depth of data<br />Direct ROI<br />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.<br />
    19. 19. E-Commerce Tracking – B2C<br />B2C example<br />Online gourmet food & meat<br />E-commerce tracking provides accurate results on the purchased products<br />Giving Accurate ROI figures for AdWords campaigns<br />Understanding best sellers and opportunities to expand product base<br />See the impact of special offers such as products or delivery<br />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.<br />
    20. 20. E-Commerce Tracking – B2B<br />B2B Example<br />Commercial vehicle reseller<br />In order to tie enquiries directly through to confirmed sales a customised E-Commerce installation was used<br />Transactions are recorded with a unique reference number which can be tied through to confirmed sales at head-office<br />Provides accurate ROI for all online marketing activities<br />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.<br />
    21. 21. Advanced Segments<br />Anyone making use of Advanced Segments?<br />Pretty much anything you can think of can be done!<br />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.<br />
    22. 22. Advanced Segments - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />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.<br />
    23. 23. The page in question<br />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.<br />
    24. 24. What can we do with this data?<br />Look at what content people do absorb after playing the game<br />Change the page layout<br />Start using Event Tracking<br />Test the changes & review later<br />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.<br />
    25. 25. Annotations<br /><ul><li>Record website changes
    26. 26. Record testing periods
    27. 27. Record special offers</li></ul>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.<br />
    28. 28. Google Analytics Reports for You, Today<br />Your homework! Don’t delay, do it today!<br />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.<br />
    29. 29. Referrals with Goals<br />What referring sites are working & where are the opportunities<br />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.<br />
    30. 30. Referrals with Goals - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />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.<br />
    31. 31. What can we do with this data?<br />Find out which sites are sending your traffic & producing goals – try to boost them!<br />Find referring sites that are sending traffic but not converting – what more can we do?<br />Find, build & cultivate partnerships with other sites<br />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.<br />
    32. 32. Keywords, Ranking & Goals<br />Good conversions but low ranks<br />Keywords with good ranks & low conversions<br />Today’s task:<br />Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them!<br />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.<br />
    33. 33. Keywords, Ranking & Goals<br />Organic Keywords<br />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.<br />
    34. 34. Keywords, Ranking & Goals<br />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.<br />
    35. 35. Keywords & In-Site Search<br />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.<br />
    36. 36. Visits by traffic source<br />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.<br />
    37. 37. Exit Pages<br />Where people get fed-up & leave!<br />What should you pay attention to...<br />‘Utility’ pages are the ones to watch<br />About Us<br />Terms & Conditions<br />Contact Us<br />Delivery Information<br />FAQs<br />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.<br />
    38. 38. Top Exit Pages<br />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.<br />
    39. 39. Who, What, When, Why<br />What Google Analytics can't tell you<br />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.<br />
    40. 40. Putting the Why into the What<br />Google Analytics can help you understand what your visitors did – Not Why!<br />Use other tools to help close the loop<br />Low cost usability testing<br />Google Website Optimiser<br />Surveys<br />Was this article helpful<br />Ask for feedback<br />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.<br />
    41. 41. Low cost usability testing<br />Rocket Surgery Made Easy – Steve Krug<br />Simple, quick wins, ongoing exercise, fast, cheap!<br />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.<br />
    42. 42. The HiPPO in the room<br />Highest Paid Person’s Opinion (wins)<br />“Change that picture on the home page to something else.”<br />From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg<br />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.<br />
    43. 43. 3 x Slides Removed<br />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.<br />
    44. 44. Crazy Egg - $9/month<br />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.<br />
    45. 45. ClickTale – from $99/month<br />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.<br />
    46. 46. 4Q Perceptions - free<br />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.<br />
    47. 47. Final thoughts<br />Think like a TOFF & report against your KPIs<br />Put the effort in & get good data out (the setup…)<br />5 reports to check – today!<br />Record changes & test when you can<br />Utilise tools<br />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.<br />
    48. 48. Questions<br />Keep them coming!<br />Attacat mug for every question asked (while stocks last)...<br />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.<br />
    49. 49. Homework!<br />Review top 10 Referral sources against goals<br />Keywords, Goals & Rankings – review the top10 keywords<br />In-Site Search – review and/or setup!<br />Visits by Traffic Source – find spikes & capitalise on them!<br />Exit Rate – review your ‘utility’ pages, can you make improvements?<br />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.<br />

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