Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the guidelines below.<br />Reducing back...
Website Analytics<br />Improve your website performance and make your investment work for you…<br />
IRUN Workshops<br /><ul><li>Our objective is to improve your knowledge across a range of internet / business development t...
This is intended to help you to make informed decisions when engaging with your chosen supplier or raise confidence if cho...
Delivered every Thursday: 9.30am.</li></li></ul><li>About IRUN…<br /><ul><li>Work with companies, clubs and charities of a...
An increasing local presence.
Provide a full range of business development / internet marketing applications.
www.irunsolutions.co.uk</li></li></ul><li>IRUN Workshop Series<br /><ul><li>Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Search Engine Optimisation
Pay Per Click Advertising
Website Analytics
Contact Systems / Email Marketing</li></ul>FREE to attend every week<br />Thurs @ 9.30am<br />
A request…<br /><ul><li>Please let us have your feedback.
If you feel able please let us have a testimonial.
Delivers a link back to your own website.
If you feel it is valuable please invite 2 other people to attend a future workshop.
You are welcome to attend future events.</li></li></ul><li>Previously…<br /><ul><li>The challenges most businesses face.
Your website: is it seen as a ‘cost’ or ‘investment’.
How create an effective website.
How to improve search engine performance.</li></ul>Today…<br /><ul><li>Gaining an insight into your website traffic.</li><...
Webpage Objectives… (Goals)<br />Suspects<br /><ul><li>Download a brochure
Sign-up for a newsletter
Subscribe to a mailing list
Request a product sample
Book a sales consultation
Purchase a product
Book a service</li></ul>Prospects<br />Leads<br />Sales<br />
Intelligent business…<br />Feedback Service Improvement Referrals<br />An Effective Communications Strategy<br />Search En...
Website Analytics<br />Improve your website performance and make your investment work for you…<br />
You’ve generated the ‘traffic’…<br /><ul><li>Google Adwords
Search Engine Optimisation
E-mail promotions
Affiliates
Blogs
Press releases
Direct Mail
Print Advertising
Joint ventures</li></li></ul><li>But wouldn’t you like to know<br /><ul><li>How visitors are finding your site?
How they navigate through it?
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Google Analytics, IRUN Business Intelligence workshop

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This Google Analytics workshop is offered as part of a series of free workshops designed to give individuals a basic understanding of Google Analytics

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Google Analytics, IRUN Business Intelligence workshop

  1. 1. Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the guidelines below.<br />Reducing background noise…<br />If possible please can you mute your phone. If you are using a headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.<br />If unable to mute please keep background noise to a minimum.<br />If you are experiencing the following problems please close the call and reconnect;<br />You are unable to connect to the meeting<br />You cannot see the presenters screen<br />You cannot hear clearly. <br />There will be a Q&A session<br />during the final 10 minutes<br />
  2. 2. Website Analytics<br />Improve your website performance and make your investment work for you…<br />
  3. 3. IRUN Workshops<br /><ul><li>Our objective is to improve your knowledge across a range of internet / business development topics.
  4. 4. This is intended to help you to make informed decisions when engaging with your chosen supplier or raise confidence if choosing to tackle ‘in house’.
  5. 5. Delivered every Thursday: 9.30am.</li></li></ul><li>About IRUN…<br /><ul><li>Work with companies, clubs and charities of all sizes throughout the UK.
  6. 6. An increasing local presence.
  7. 7. Provide a full range of business development / internet marketing applications.
  8. 8. www.irunsolutions.co.uk</li></li></ul><li>IRUN Workshop Series<br /><ul><li>Build & Manage Your Own Website
  9. 9. Website Design
  10. 10. Writing Effective Website Copy
  11. 11. Website Marketing
  12. 12. Search Engine Optimisation
  13. 13. Pay Per Click Advertising
  14. 14. Website Analytics
  15. 15. Contact Systems / Email Marketing</li></ul>FREE to attend every week<br />Thurs @ 9.30am<br />
  16. 16. A request…<br /><ul><li>Please let us have your feedback.
  17. 17. If you feel able please let us have a testimonial.
  18. 18. Delivers a link back to your own website.
  19. 19. If you feel it is valuable please invite 2 other people to attend a future workshop.
  20. 20. You are welcome to attend future events.</li></li></ul><li>Previously…<br /><ul><li>The challenges most businesses face.
  21. 21. Your website: is it seen as a ‘cost’ or ‘investment’.
  22. 22. How create an effective website.
  23. 23. How to improve search engine performance.</li></ul>Today…<br /><ul><li>Gaining an insight into your website traffic.</li></li></ul><li>Ultimately it’s about…<br />…making the phones ring<br />Lead generation & conversion<br />Retention & relationship building<br />
  24. 24. Webpage Objectives… (Goals)<br />Suspects<br /><ul><li>Download a brochure
  25. 25. Sign-up for a newsletter
  26. 26. Subscribe to a mailing list
  27. 27. Request a product sample
  28. 28. Book a sales consultation
  29. 29. Purchase a product
  30. 30. Book a service</li></ul>Prospects<br />Leads<br />Sales<br />
  31. 31. Intelligent business…<br />Feedback Service Improvement Referrals<br />An Effective Communications Strategy<br />Search Engine Marketing<br />Search Engine Marketing <br />Attract Visitorsin your Target Market<br />Solicit for Referrals<br />An Effective Website That ‘Sells’ to the Target Market<br />Reminders and Reasons to Return to the Website<br />Website and communications strategy<br />An Effective Website<br />Up-sell, Cross SellBuild and Retain<br />Convert Visitors into Paying Clients<br />An Effective Website and Communications Strategy for Prospects<br />Professional Ongoing Communications<br />Number of Leads Generated<br />Number of Leads Converted<br />Monetary Value of 1st Transaction<br />Average Gross Profit Margin<br />Number of Transactions per Year<br />Number of Referrals Per Year / client<br />Number of Years as a Client<br />
  32. 32. Website Analytics<br />Improve your website performance and make your investment work for you…<br />
  33. 33. You’ve generated the ‘traffic’…<br /><ul><li>Google Adwords
  34. 34. Search Engine Optimisation
  35. 35. E-mail promotions
  36. 36. Affiliates
  37. 37. Blogs
  38. 38. Press releases
  39. 39. Direct Mail
  40. 40. Print Advertising
  41. 41. Joint ventures</li></li></ul><li>But wouldn’t you like to know<br /><ul><li>How visitors are finding your site?
  42. 42. How they navigate through it?
  43. 43. What are they looking at?
  44. 44. How long are they staying there?
  45. 45. Are they coming back?
  46. 46. Are they local?
  47. 47. …..
  48. 48. …..</li></li></ul><li>Three sources of website traffic<br /><ul><li>Direct: www.yourcompany.co.uk
  49. 49. Inbound links
  50. 50. Search Engines
  51. 51. Organic
  52. 52. Paid for </li></li></ul><li>‘PPC’<br />30%<br />‘Organic’ optimisation<br />70%<br />
  53. 53. Understand your trafficSite Statistics<br />
  54. 54. Understand your trafficGoogle Analytics – an introduction<br /><ul><li>Overview
  55. 55. The data it provides
  56. 56. Live examples
  57. 57. How to access / load</li></li></ul><li>Google Analytics<br /><ul><li>Code (Javascript) which needs to be inserted into every page (html) of your website.
  58. 58. Access to huge amount of data…….the question is what to do with it.</li></li></ul><li>Google Analytics<br /><ul><li>Monitor paid / unpaid traffic
  59. 59. Track goal conversion
  60. 60. Campaign ROI
  61. 61. Unearth ‘hidden’ opportunities</li></ul>….and it’s FREE <br />
  62. 62. Google Analytics – The Advantages<br /><ul><li>Sufficient for most companies
  63. 63. Easy to Implement
  64. 64. Easy to Use
  65. 65. Easy to Understand</li></ul>….and it’s FREE <br />
  66. 66. The four most common tasks to set up<br /><ul><li>Manage Profiles
  67. 67. Filters
  68. 68. Tagging Links
  69. 69. Goals and Funnels</li></ul>Once these are in place you will get comprehensive data about your web traffic<br />
  70. 70. Managing Profiles<br />A website profile is a set of rules that correspond to a domain and it will define the reports that you see.<br />You can also use profiles to track sub-domains, or different sections of your site – you set up multiple profiles with filters to get the data you want<br />Advantages are you can filter and segment data depending on your needs<br />
  71. 71. Setting up Filters<br />Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports. <br />E.g remove the traffic from your company<br />
  72. 72. Tagging Links<br />Tagging your online ads is an important prerequisite to allowing Google Analytics to show you which marketing activities are really paying off. <br />You don’t need to tag Google Adwords – as long as auto tagging is enabled this will be sorted for you<br />However you might want to tag other ad campaigns such as banner ads or perhaps an email campaign<br />
  73. 73. Goals and Funnels<br />A goal is a way to measure your business objectives, the funnel is the path a visitor takes to get there.<br />You can have a maximum of 4 goals per profile<br />A typical goal would be – a thank you page, purchase confirmation page<br />Defining the funnel pages allows you to see how frequently visitors abandon goals, and where they go<br />
  74. 74. Customer Journey Tracking – defining your funnel<br /><ul><li>Landing Pages– not always your ‘home page’
  75. 75. Funnel Path– the specific route you expect visitors to take
  76. 76. Money Page- opportunity for visitor goal completion
  77. 77. Goal Completion- Confirmation / thank you pages</li></li></ul><li>Conversion Tracking…<br /><ul><li>Conversion occurs when a click on an Adword ad leads to an visitor action you have determined to be of value e.g. Purchase, sign-up, page view
  78. 78. Cookies are used to track the connection between the Adwords ad and the conversion page. When a match is made, Google records a successful conversion for you.
  79. 79. The cookie Google adds expires in approx 30 days. This measure, and the fact that Google uses separate servers for conversion tracking and search results, protects the user's privacy.</li></li></ul><li>Once you’re set up you will see<br /><ul><li>Dashboard
  80. 80. Visitors
  81. 81. Traffic Sources
  82. 82. Content
  83. 83. Goals
  84. 84. Conversion Tracking</li></li></ul><li>Google Analytics - Dashboard<br />Visitors in given period<br />Site Usage<br />Geographic<br />Traffic<br />Sources<br />Content Statistics<br />
  85. 85. Google Analytics - Visitors<br />
  86. 86. Google Analytics – Traffic Sources<br />Linking strategy<br />Pay Per Click<br />Organic Optimisation<br />
  87. 87. Google Analytics – Keyword Reporting<br />
  88. 88. Access to GoogleAnalytics<br />
  89. 89. Loading Analytics<br /><ul><li>Login to your Adwords account
  90. 90. Go to the ‘Analytics’ tab
  91. 91. Place code on every page.</li></li></ul><li>Step 1<br />
  92. 92. Loading<br />
  93. 93. Loading<br />
  94. 94. Loading<br />
  95. 95. Loading<br />
  96. 96. Loading<br />Loaded into caption<br />
  97. 97. Loading<br />Loaded into footer<br />
  98. 98. Suggested actions<br /><ul><li>Ensure the tracking code is loaded.
  99. 99. Use the data to actively manage your website.
  100. 100. E.g. Improve Landing Pages to enhance Conversion
  101. 101. Combine with PPC activity to enhance performance ~ tab in PPC account.
  102. 102. Test & measure…</li></li></ul><li>Intelligent business…<br />Feedback Service Improvement Referrals<br />An Effective Communications Strategy<br />Search Engine Marketing<br />Search Engine Marketing <br />Attract Visitorsin your Target Market<br />Solicit for Referrals<br />An Effective Website That ‘Sells’ to the Target Market<br />Reminders and Reasons to Return to the Website<br />Website and communications strategy<br />An Effective Website<br />Up-sell, Cross SellBuild and Retain<br />Convert Visitors into Paying Clients<br />An Effective Website and Communications Strategy for Prospects<br />Professional Ongoing Communications<br />Number of Leads Generated<br />Number of Leads Converted<br />Monetary Value of 1st Transaction<br />Average Gross Profit Margin<br />Number of Transactions per Year<br />Number of Referrals Per Year / client<br />Number of Years as a Client<br />
  103. 103. IRUN Workshop Series<br /><ul><li>Build & Manage Your Own Website
  104. 104. Website Design
  105. 105. Writing Effective Website Copy
  106. 106. Website Marketing
  107. 107. Search Engine Optimisation
  108. 108. Pay Per Click Advertising
  109. 109. Website Analytics
  110. 110. Contact Systems / Email Marketing</li></ul>FREE to attend every week<br />Thurs @ 9.30am<br />
  111. 111. Request<br /><ul><li>Please let us have feedback.
  112. 112. If you feel able please let us have a testimonial.
  113. 113. If you feel it is valuable please invite 2 other people to attend a future workshop.
  114. 114. You are welcome to attend future events.</li></li></ul><li>Special Offer for Seminar AttendeesSave £100 on an IRUN Internet Marketing review<br /><ul><li>Offer Price: £149
  115. 115. Standard Price: £249</li></ul>In return you would receive:<br /><ul><li>Email Copies of: IRUN Maximising Your Internet Investment IRUN Website Development Guide
  116. 116. Time spent reviewing website
  117. 117. Online meeting (1 Hour) internet marketing / website review
  118. 118. Confirmation of key actions via email</li></li></ul><li>Thank you<br />Open Forum<br />

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