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

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't work – FOFF isn'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 & 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 & 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 & the loser buys lunch”Scientific, more fun & 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 Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing Presentation Transcript

  • 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)...
    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.
  • The Business Case
    two ways to double website sales
    or
    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.
  • #nmb Analytics Usage?
    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.
  • What is this Google Analytics anyway...
    Sexy graphs of what people are doing on your website
    It’s free! Zip! £0! FA! But Why?
    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.
  • Using the data
    What sort of questions do you want to answer about your own websites?
    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.
  • 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
    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.
  • Installing Google Analytics
    www.tagxedo.com
    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.
  • One must have Kippers
    So use a TOFF
    Timely Online Frequent Financial
    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.
  • The Simple Sale
    Direct Online Sales
    T O F F
    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.
  • The Complex Sale
    Brochure request
    Offline sale
    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.
  • The Setup...
    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.
  • 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)
    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.
  • Goal Setting - Video
    Please see the Attacat Brain for embedded videos:
    www.attacat.co.uk/brain
    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.
  • Goals & Funnels – before
    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.
  • Goals & Funnels – after
    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.
  • E-Commerce Tracking
    Depth of data
    Direct ROI
    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.
  • 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
    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.
  • 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
    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.
  • Advanced Segments
    Anyone making use of Advanced Segments?
    Pretty much anything you can think of can be done!
    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.
  • Advanced Segments - Video
    Please see the Attacat Brain for embedded videos:
    www.attacat.co.uk/brain
    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.
  • The page in question
    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.
  • 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
    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.
  • Annotations
    • Record website changes
    • Record testing periods
    • Record special offers
    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.
  • Google Analytics Reports for You, Today
    Your homework! Don’t delay, do it today!
    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.
  • Referrals with Goals
    What referring sites are working & where are the opportunities
    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.
  • Referrals with Goals - Video
    Please see the Attacat Brain for embedded videos:
    www.attacat.co.uk/brain
    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.
  • 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
    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.
  • 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!
    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.
  • Keywords, Ranking & Goals
    Organic Keywords
    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.
  • Keywords, Ranking & Goals
    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.
  • Keywords & In-Site Search
    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.
  • Visits by traffic source
    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.
  • 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
    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.
  • Top Exit Pages
    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.
  • Who, What, When, Why
    What Google Analytics can't tell you
    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.
  • 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
    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.
  • Low cost usability testing
    Rocket Surgery Made Easy – Steve Krug
    Simple, quick wins, ongoing exercise, fast, cheap!
    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.
  • 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
    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.
  • 3 x Slides Removed
    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.
  • Crazy Egg - $9/month
    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.
  • ClickTale – from $99/month
    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.
  • 4Q Perceptions - free
    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.
  • 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
    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.
  • Questions
    Keep them coming!
    Attacat mug for every question asked (while stocks last)...
    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.
  • 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?
    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.