The Business Case two ways to double website sales or
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?
Key Terms Accessing and using your data effectively
Hits, Visitors & Visits Hits (don’t use!) Download of a single file from the server 1 page can actually show as multiple hits HTML files, CSS files, images Visitor Visitors are unique Visitors are tracked using 1st party cookies One person could show as several visitors – if they are using a different computer for example Visits The number of times someone has visited your site Sessions time out after 30 minutes of inactivity. Activity after this will record a new visit. New vs. Returning Visitors Visitors are tracked with cookies, if the cookie exists they are retuning if not they are new
Page Views & Unique Page Views A Page View is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view. If a user navigates to a different page and then returns to the original page, a second page view will be recorded as well. A Unique Page View, as seen in the Top Content report, aggregates page views that are generated by the same user during the same session. A unique page view represents the number of sessions during which that page was viewed one or more times.
Key Terms – Bounce Rate Bounce Rate Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. GGA: Google Analytics Seminar
Key Terms – Exit Rate Exit Rate Exit rate shows the percentage of visitors who left your site at the named page GGA: Google Analytics Seminar
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
Setting Up Goals in Google Analytics
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)
Google Conversion University Lots of useful help files & presentations Creating Goals: http://services.google.com/analytics/breeze/en/goals/index.html
Goals & Funnels – before Slides removed
Want to learn more?!
Google Conversion University http://www.google.com/support/conversionuniversity Learning centre to study for the Google Analytics Individual Qualification (IQ) Good resource for basic navigation, interpreting reports & in-depth analysis
Books Great Google Analytics ‘handbook’ Great for more advanced web analytics & theory
Who, What, When, Why What numbers & stats 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
Results – 20% uplift Slides removed
Crazy Egg - $9/month
ClickTale – from $99/month
4Q Perceptions - free
search engine optimisation
A Brief History of Web Search http://vimeo.com/11111177
what is SEO?
what is SEO? great internet marketing leads to great search engine rankings on-page & off-page factors content page structure site architecture usability/accessibility links website speed Google products data? the social factor
On Page Ranking Factors?
Why blog – the expert opinion! http://www.youtube.com/watch?v=livzJTIWlmY
Keyword Research 30 second presentation By ?
Take-aways It’s about 100’s, 1000’s or even 10,000’s of phrases Very easy to leave a large chunk of business on the table.
Your Keyword Universe Descriptive terms – e.g. Showers Brands – e.g. Mira Adjectives e.g. Cheap Showers Geography – e.g. Glasgow Shower Shop Misspellings – e.g. Mirar Use of – e.g. Shower fitting Related – e.g. bathroom mould
Keyword Research Brainstorm with Colleagues Look at competitors sites Ask existing customers Website logs & Analytics In site search logs Use keyword tools
AdWords Keyword Tool
SEO & Blogging
Why Blogging is Good for SEO Many organisations who blog, enjoy good search engine rankings. Is this because Google thinks blogs deserve to get a ranking boost? Probably not. The ranking boosts are more indirect. It just so happens that blogging encourages a lot of practices that tick the search engine algorithms’ boxes.
Good Quality Informational Content Made up statistic of the day! Informational searching involves looking for a specific fact or topic Navigational searching seeks to locate a specific web site Transactional searching looks for information related to buying a particular product or service Research by: Penn State Uni 80% - 10% - 10%
Fresh Content Ranking factor? Sites or Pages Attacat Google Caffeine experiment “way to get blog comments”
Depth of Content What will rank better? Page about mugs Site with lots of pages about different aspects of mugs & general mug chit chat
Search Engine Friendly Content Easy for the search engines to index Well considered site architecture for optimisation Tags & categories Tags are keywords & searchy Categories are navigational & structural
9 Tips In approximate reverse order! Update URLs www.blog.com/?post=1&articleid=3 www.blog.com/this-is-my-blog-post-name Full version of your post is available in ONE place alone See Attacat Brain snippets Linking Link to other posts & pages Use anchor text i.e. Write something that includes your keywords & make the link from them.
9 Tips Use tags & categories Tags are keywords & searchy Categories are navigational & structural Build the blog into your main site not as a separate entity Unless you have a good business decision behind it! Use a leading blogging platform Wordpress.org (self hosted) Posterous, Blogger, Wordpress.com, Tumblr (in that order!)
9 Tips Market your blog! Sharing buttons Feedburner Press releases (for great posts!) Quality links Exposure to media Qualified traffic Search engine exposure Write GREAT CONTENT
SEO is Easy Because all you have to do is: Create a good site; Include the phrases that you want to be found for within the copy of your website; get lots of relevant sites to link to you; get users engaging with your site.
SEO is Flippin’ Difficult Because you have to: Create a good site; Include the phrases that you want to be found for within the copy of your website; get lots of relevant sites to link to you; get users engaging with your site.
DIY? Or leave it to the “experts”?
CEO, designers, hr department, developers, copy writers, R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department
Ask me Questions! www.twitter.com/attacatben Skype: attacatben LinkedIn: Ben Rogers firstname.lastname@example.org 0131 220 1441 www.attacat.co.uk/contact-us