Using Google Analytics to Inform Online Marketing Strategy & Monitor Web Performance

What You Can Learn From Analytics Your Analytics Inform Online Marketing Strategy & Monitor Web Performance Where do visitors come from? Is your site usable for visitors? How many visitors came to your site? Are your campaigns effective? How is your site performing? (speed, bad links, browser compatibility)

Your Analytics Inform Online Marketing Strategy & Monitor Web Performance

Where do visitors come from?

Is your site usable for visitors?

How many visitors came to your site?

Are your campaigns effective?

How is your site performing? (speed, bad links, browser compatibility)

Core Measures for Marketing Google has wealth of data, but core measures for Marketing: Visits and unique visits Page views and pages per visit Top pages pages viewed Traffic sources Keywords used to locate your site on search engines Bounce rate

Google has wealth of data, but core measures for Marketing:

Visits and unique visits

Page views and pages per visit

Top pages pages viewed

Traffic sources

Keywords used to locate your site on search engines

Bounce rate

Visitors and Visits Visitors and Visits Unique visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period. Visits are the number of total times visitors accessed your site. There is marketing value in looking at your unique visitors as a way to gauge what share of your market is interacting with your site. Measuring visits helps determine how valuable your site is to that online market – how often do they return to your site? Trended over time, goals for increasing visits can be set depending on the campaigns you are initiating -- to drive visitors to your site or provide value so they return to your site.

Visitors and Visits

Unique visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.

Visits are the number of total times visitors accessed your site.

There is marketing value in looking at your unique visitors as a way to gauge what share of your market is interacting with your site.

Measuring visits helps determine how valuable your site is to that online market – how often do they return to your site?

Trended over time, goals for increasing visits can be set depending on the campaigns you are initiating -- to drive visitors to your site or provide value so they return to your site.

Page Views Shows overall how much content is being viewed by your visitors. The average for hospitals is around 3-4 pages viewed on each visit. It varies depending on the nature of the visit, i.e. to look up a phone number, or to research a disease. Related to bounce rate and also usability.

Shows overall how much content is being viewed by your visitors.

The average for hospitals is around 3-4 pages viewed on each visit. It varies depending on the nature of the visit, i.e. to look up a phone number, or to research a disease.

Related to bounce rate and also usability.

Bounce Rate & Usability Bounce rate - % of visitors who come to your site and leave after viewing only one page. Related to misdirected search engine traffic or poor use of Pay-Per-Click campaigns Can indicate poor usability – users can’t find what they are looking for or believe your site can’t help them Bounce rate of less than 40% is ideal for your home page. Overall bounce rate includes all entrance pages (the first page visitors see – not always the home page)

Bounce rate - % of visitors who come to your site and leave after viewing only one page.

Related to misdirected search engine traffic or poor use of Pay-Per-Click campaigns

Can indicate poor usability – users can’t find what they are looking for or believe your site can’t help them

Bounce rate of less than 40% is ideal for your home page. Overall bounce rate includes all entrance pages (the first page visitors see – not always the home page)

Top Content Which are the most commonly viewed pages on your site, and how are they used? Indicates content that is particularly interesting to visitors Opportunity to enhance usability by making these pages easy to find Also shows gaps: Is a particular service line/topic getting enough traffic? Is it too hard to find? Not interesting?

Which are the most commonly viewed pages on your site, and how are they used?

Indicates content that is particularly interesting to visitors

Opportunity to enhance usability by making these pages easy to find

Also shows gaps:

Is a particular service line/topic getting enough traffic?

Is it too hard to find?

Not interesting?

Traffic Sources Direct – your URL typed in the address bar of a browser or bookmarked Referring – a link from another site (not a search engine) to your site Search Engine – from keyword search. Google, MSN and Yahoo =94% of search engine traffic Aim for about 50% of traffic from search engines Helps grow traffic from first time visitors Leverage the fact that 80% of your visitors start browsing from search engine

Direct – your URL typed in the address bar of a browser or bookmarked

Referring – a link from another site (not a search engine) to your site

Search Engine – from keyword search. Google, MSN and Yahoo =94% of search engine traffic

Aim for about 50% of traffic from search engines

Helps grow traffic from first time visitors

Leverage the fact that 80% of your visitors start browsing from search engine

Geographic Traffic Sources City, State, Country Show strengths and gaps in market draw The visitor's geographic location obtained by information registered with the IP address Not 100% reliable due to technical constraints, but good indicator of where traffic originates

City, State, Country

Show strengths and gaps in market draw

The visitor's geographic location obtained by information registered with the IP address

Not 100% reliable due to technical constraints, but good indicator of where traffic originates

Key Words Monitor key words users type into browsers to come to your site. Ensure the content in these areas is robust Evaluate to ensure your site is getting the “right” traffic to support your goals and marketing campaigns Improve your keyword success by optimizing your pages for search engines Content rich Metadata Grow referring links Consider Pay-Per-Click campaigns

Monitor key words users type into browsers to come to your site.

Ensure the content in these areas is robust

Evaluate to ensure your site is getting the “right” traffic to support your goals and marketing campaigns

Improve your keyword success by optimizing your pages for search engines

Content rich

Metadata

Grow referring links

Consider Pay-Per-Click campaigns

For More Information CareTech Solutions 901 Wilshire Blvd., Troy, MI 48084 Phone 248.823.0800 http://web.caretechsolutions.com Online Contact Form

CareTech Solutions

901 Wilshire Blvd., Troy, MI 48084

Phone 248.823.0800

http://web.caretechsolutions.com

Online Contact Form