Google Analytics Joomla Chicago 200905
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Google Analytics Joomla Chicago 200905

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Google Analytics: Case Study presented at Joomla Chicago User Group

Google Analytics: Case Study presented at Joomla Chicago User Group

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Google Analytics Joomla Chicago 200905 Google Analytics Joomla Chicago 200905 Presentation Transcript

  • On Line, On Message, On the Money with Google Analytics Presented by: Avery Cohen - Metrist Partners May 1, 2009
  • Today’s Objectives
    • Making your web site deliver for you and your customers
      • Identify your business goals and develop a strategy for online marketing that will meet those goals
      • Evaluate content and calls-to-action based on those goals
      • Implement Google Analytics in your CMS
      • Use Google Analytics to gain insights into how to better meet your business goals
      • Use Google Analytics to gain insights into Search Engine Optimization for your web site
  • Is your website a slacker?
  • What are Your Goals?
    • Specific
    • Measurable
    • Actionable
    • Relevant
    • Time-bound
  • Setting Goals % from web New Email Registrations Goals Jan Feb Mar Revenue Profit Number ofTransactions Avg Transaction Value % Transactions over $100 New Customers Returning Customers Email List Size
  • Getting to Actionable
    • Steps to “conversions”
      • Visits the web site
      • Views more than one page
      • Reaches specific “value-add” content
      • Opts in for email
      • Fills out a “contact” form
      • Makes a phone call
      • Makes a purchase
  • Tools for an Online Strategy
    • Online = Interactive
    Email Web Site Social Media Mobile / text Search, Blogs & Public Relations
  • Conversion Rates
  • Setting Goals in Google Analytics 1 2 3
  • Tracking Goals in Google Analytics
  • Conversion Rate
  • What do you want to be known for?
  • A Brand is NOT a Logo A Brand is an Experience
  • Experience = Strong Call to Action Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Experience = Content
  • What do your customers want?
  • How do people find you?
  • Content
  • Bounce Rate
  • Referral Sources
  • Example Site CMS Expo
  • CMS Expo Site Activity
  • CMS Expo Site Activity
  • CMS Expo Visitors
  • CMS Expo Visitors
  • Traffic Sources
  • Paid vs “Organic” Search
  • Paid vs “ Organic ” Search
  • Paid vs “ Organic ” Search
  • Other Reports of Interest
    • Top Landing Pages
      • Sources and Keywords
    • Top Content Details
      • Navigation Summary
    • Site Overlay
  • Site Optimization
    • Focus on conversions
      • Views more than one page
      • Reaches specific “value-add” content
      • Opts in for email
      • Fills out a “contact” form
      • Makes a phone call
      • Makes a purchase
    • Segment and test
  • CMS Expo Registration
    • 4100 on conference page (30.6% of 13,400)
    • 410 on registration page (10%)
    • 130 to paypal (25%)
  • Google Analytics Funnel Report
  • Google Analytics Advanced Topics
    • Tracking Offsite Links
    • Tracking Email
    • Excluding your people
    • Your CMS will handle much of this
  • Drupal Modules Google Analytics Module tracks offsite links and downloads of PDFs and other media files. Does not track button click events. http://drupal.org/project/path_redirect Path Redirect http://drupal.org/project/google_analytics Google Analytics http://drupal.org/project/xmlsitemap XML Sitemap http://drupal.org/project/nodewords Meta Tags http://drupal.org/project/pathauto Clear text URLs
  • Joomla Extensions JoomlaGAtor tracks offsite links and downloads of PDFs and other media files. Does not track button click events. http://extensions.joomla.org/extensions/site-management/site-analytics/3356/details JoomlaGAtor http://extensions.siliana.com/en/sh404SEF-and-url-rewriting/sh404SEF-Joomla-SEF-URL-without-URL-rewriting-or-.htaccess.html sh404SEF
  • Setting Goals % from web New Email Registrations Month Goals Plan Actual +/- Revenue Profit Number ofTransactions Avg Transaction Value % Transactions over $100 New Customers Returning Customers Email List Size
  • Tracking KPIs
    • Key Performance Indicators (KPIs)
      • Baseline – previous year ± special events
      • Set goals
      • Track results
      • Evaluate based on goals and trends
      • Take action!
  • Recommendations for CMS Expo
    • Track Sign-Ups (Email, RSS) as Goals
    • More Outbound Communication
      • Track Visits from Email (URL Campaign Tagging)
      • Send More Emails
      • Update RSS Feed
    • Reach Out to the Drupal Community
    • Improve Internal Linking
    • Optimize for Search Keywords
      • Drupal, Alfresco, Joomla!
      • Learn, training, conference
    • Evaluate & Optimize Paid Search Campaign
  • Thank You Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 Avery Cohen [email_address] @averycohen http:// www.metristpartners.com