Google Analytics, IRUN Business Intelligence workshop

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during the final 10 minutes

Website Analytics
Improve your website performance and make your investment work for you…

IRUN Workshops

Our objective is to improve your knowledge across a range of internet / business development topics.
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’.
Delivered every Thursday: 9.30am.

About IRUN…

Work with companies, clubs and charities of all sizes throughout the UK.
An increasing local presence.
Provide a full range of business development / internet marketing applications.
www.irunsolutions.co.uk

IRUN Workshop Series

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

FREE to attend every week
Thurs @ 9.30am

A request…

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.

Previously…

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.

Today…

Gaining an insight into your website traffic.

Ultimately it’s about…
…making the phones ring
Lead generation & conversion
Retention & relationship building

Webpage Objectives… (Goals)
Suspects

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

Prospects
Leads
Sales

Intelligent business…
Feedback Service Improvement Referrals
An Effective Communications Strategy
Search Engine Marketing
Attract Visitorsin your Target Market
Solicit for Referrals
An Effective Website That ‘Sells’ to the Target Market
Reminders and Reasons to Return to the Website
Website and communications strategy
An Effective Website
Up-sell, Cross SellBuild and Retain
Convert Visitors into Paying Clients
An Effective Website and Communications Strategy for Prospects
Professional Ongoing Communications
Number of Leads Generated
Number of Leads Converted
Monetary Value of 1st Transaction
Average Gross Profit Margin
Number of Transactions per Year
Number of Referrals Per Year / client
Number of Years as a Client

Website Analytics
Improve your website performance and make your investment work for you…

You’ve generated the ‘traffic’…

Google Adwords
E-mail promotions
Affiliates
Blogs
Press releases
Direct Mail
Print Advertising
Joint ventures

But wouldn’t you like to know

How visitors are finding your site?
How they navigate through it?
What are they looking at?
How long are they staying there?
Are they coming back?
Are they local?
…..
…..

Three sources of website traffic

Direct: www.yourcompany.co.uk
Inbound links
Search Engines
Organic
Paid for

‘PPC’
30%
‘Organic’ optimisation
70%

Understand your trafficSite Statistics

Understand your trafficGoogle Analytics – an introduction

Overview
The data it provides
Live examples
How to access / load

Google Analytics

Code (Javascript) which needs to be inserted into every page (html) of your website.
Access to huge amount of data…….the question is what to do with it.

Google Analytics

Monitor paid / unpaid traffic
Track goal conversion
Campaign ROI
Unearth ‘hidden’ opportunities

….and it’s FREE

Google Analytics – The Advantages

Sufficient for most companies
Easy to Implement
Easy to Use
Easy to Understand

….and it’s FREE

The four most common tasks to set up

Manage Profiles
Filters
Tagging Links
Goals and Funnels

Once these are in place you will get comprehensive data about your web traffic

Managing Profiles
A website profile is a set of rules that correspond to a domain and it will define the reports that you see.
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
Advantages are you can filter and segment data depending on your needs

Setting up Filters
Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports.
E.g remove the traffic from your company

Tagging Links
Tagging your online ads is an important prerequisite to allowing Google Analytics to show you which marketing activities are really paying off.
You don’t need to tag Google Adwords – as long as auto tagging is enabled this will be sorted for you
However you might want to tag other ad campaigns such as banner ads or perhaps an email campaign

Goals and Funnels
A goal is a way to measure your business objectives, the funnel is the path a visitor takes to get there.
You can have a maximum of 4 goals per profile
A typical goal would be – a thank you page, purchase confirmation page
Defining the funnel pages allows you to see how frequently visitors abandon goals, and where they go

Customer Journey Tracking – defining your funnel

Landing Pages– not always your ‘home page’
Funnel Path– the specific route you expect visitors to take
Money Page- opportunity for visitor goal completion
Goal Completion- Confirmation / thank you pages

Conversion Tracking…

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
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.
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.

Once you’re set up you will see

Dashboard
Visitors
Traffic Sources
Content
Goals
Conversion Tracking

Google Analytics - Dashboard
Visitors in given period
Site Usage
Geographic
Traffic
Sources
Content Statistics

Google Analytics - Visitors

Google Analytics – Traffic Sources
Linking strategy
Pay Per Click
Organic Optimisation

Google Analytics – Keyword Reporting

Access to GoogleAnalytics

Loading Analytics

Login to your Adwords account
Go to the ‘Analytics’ tab
Place code on every page.

Step 1

Loading

Loading
Loaded into caption

Loading
Loaded into footer

Suggested actions

Ensure the tracking code is loaded.
Use the data to actively manage your website.
E.g. Improve Landing Pages to enhance Conversion
Combine with PPC activity to enhance performance ~ tab in PPC account.
Test & measure…

Intelligent business…
Feedback Service Improvement Referrals
An Effective Communications Strategy
Attract Visitorsin your Target Market
Solicit for Referrals
An Effective Website That ‘Sells’ to the Target Market
Reminders and Reasons to Return to the Website
Website and communications strategy
An Effective Website
Up-sell, Cross SellBuild and Retain
Convert Visitors into Paying Clients
An Effective Website and Communications Strategy for Prospects
Professional Ongoing Communications
Number of Leads Generated
Number of Leads Converted
Monetary Value of 1st Transaction
Average Gross Profit Margin
Number of Transactions per Year
Number of Referrals Per Year / client
Number of Years as a Client

IRUN Workshop Series

Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Pay Per Click Advertising
Website Analytics
Contact Systems / Email Marketing

FREE to attend every week
Thurs @ 9.30am

Request

Please let us have feedback.
If you feel able please let us have a testimonial.
If you feel it is valuable please invite 2 other people to attend a future workshop.
You are welcome to attend future events.

Special Offer for Seminar AttendeesSave £100 on an IRUN Internet Marketing review

Offer Price: £149
Standard Price: £249

In return you would receive:

Email Copies of: IRUN Maximising Your Internet Investment IRUN Website Development Guide
Time spent reviewing website
Online meeting (1 Hour) internet marketing / website review
Confirmation of key actions via email

Thank you
Open Forum