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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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Transcript

  • 1. On Line, On Message, On the Money with Google Analytics Presented by: Avery Cohen - Metrist Partners May 1, 2009
  • 2. 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
  • 3. Is your website a slacker?
  • 4. What are Your Goals?
    • Specific
    • Measurable
    • Actionable
    • Relevant
    • Time-bound
  • 5. 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
  • 6. 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
  • 7. Tools for an Online Strategy
    • Online = Interactive
    Email Web Site Social Media Mobile / text Search, Blogs & Public Relations
  • 8. Conversion Rates
  • 9. Setting Goals in Google Analytics 1 2 3
  • 10. Tracking Goals in Google Analytics
  • 11. Conversion Rate
  • 12. What do you want to be known for?
  • 13. A Brand is NOT a Logo A Brand is an Experience
  • 14. Experience = Strong Call to Action Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • 15. Experience = Content
  • 16. What do your customers want?
  • 17. How do people find you?
  • 18. Content
  • 19. Bounce Rate
  • 20. Referral Sources
  • 21. Example Site CMS Expo
  • 22. CMS Expo Site Activity
  • 23. CMS Expo Site Activity
  • 24. CMS Expo Visitors
  • 25. CMS Expo Visitors
  • 26. Traffic Sources
  • 27. Paid vs “Organic” Search
  • 28. Paid vs “ Organic ” Search
  • 29. Paid vs “ Organic ” Search
  • 30. Other Reports of Interest
    • Top Landing Pages
      • Sources and Keywords
    • Top Content Details
      • Navigation Summary
    • Site Overlay
  • 31. 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
  • 32. CMS Expo Registration
    • 4100 on conference page (30.6% of 13,400)
    • 410 on registration page (10%)
    • 130 to paypal (25%)
  • 33. Google Analytics Funnel Report
  • 34. Google Analytics Advanced Topics
    • Tracking Offsite Links
    • Tracking Email
    • Excluding your people
    • Your CMS will handle much of this
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. Tracking KPIs
    • Key Performance Indicators (KPIs)
      • Baseline – previous year ± special events
      • Set goals
      • Track results
      • Evaluate based on goals and trends
      • Take action!
  • 39. 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
  • 40. 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