On Line, On Message, On the Money with Google Analytics Presented by:  Avery Cohen - Metrist Partners  May 1, 2009
Today’s Objectives <ul><li>Making your web site deliver for you and your customers </li></ul><ul><ul><li>Identify your  bu...
Is your website a slacker?
What are Your Goals? <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Actionable </li></ul><ul><li>Relevant...
Setting Goals % from web New Email Registrations Goals Jan Feb Mar Revenue Profit Number ofTransactions Avg Transaction Va...
Getting to Actionable <ul><li>Steps to “conversions” </li></ul><ul><ul><li>Visits the web site </li></ul></ul><ul><ul><li>...
Tools for an Online Strategy <ul><li>Online = Interactive </li></ul>Email Web Site Social Media Mobile / text Search, Blog...
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 writ...
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 <ul><li>Top Landing Pages </li></ul><ul><ul><li>Sources and Keywords </li></ul></ul><ul><li>Top ...
Site Optimization <ul><li>Focus on conversions </li></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>R...
CMS Expo Registration <ul><li>4100 on conference page (30.6% of 13,400) </li></ul><ul><li>410 on registration page (10%) <...
Google Analytics Funnel Report
Google Analytics Advanced Topics <ul><li>Tracking Offsite Links </li></ul><ul><li>Tracking Email </li></ul><ul><li>Excludi...
Drupal Modules Google Analytics Module  tracks  offsite   links  and  downloads  of PDFs and other media files. Does  not ...
Joomla Extensions JoomlaGAtor tracks  offsite   links  and  downloads  of PDFs and other media files. Does  not  track but...
Setting Goals % from web New Email Registrations Month Goals Plan Actual +/- Revenue Profit Number ofTransactions Avg Tran...
Tracking KPIs <ul><li>Key Performance Indicators (KPIs) </li></ul><ul><ul><li>Baseline – previous year  ± special events <...
Recommendations for CMS Expo <ul><li>Track Sign-Ups (Email, RSS) as Goals </li></ul><ul><li>More Outbound Communication </...
Thank You Metrist Partners 2525 N. Elston Ave. Suite D230 Chicago, Illinois 60647 847-926-8280 Avery Cohen [email_address]...
Upcoming SlideShare
Loading in...5
×

Google Analytics Joomla Chicago 200905

1,323

Published on

Google Analytics: Case Study presented at Joomla Chicago User Group

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,323
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
46
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Google Analytics Joomla Chicago 200905

    1. 1. On Line, On Message, On the Money with Google Analytics Presented by: Avery Cohen - Metrist Partners May 1, 2009
    2. 2. Today’s Objectives <ul><li>Making your web site deliver for you and your customers </li></ul><ul><ul><li>Identify your business goals and develop a strategy for online marketing that will meet those goals </li></ul></ul><ul><ul><li>Evaluate content and calls-to-action based on those goals </li></ul></ul><ul><ul><li>Implement Google Analytics in your CMS </li></ul></ul><ul><ul><li>Use Google Analytics to gain insights into how to better meet your business goals </li></ul></ul><ul><ul><li>Use Google Analytics to gain insights into Search Engine Optimization for your web site </li></ul></ul>
    3. 3. Is your website a slacker?
    4. 4. What are Your Goals? <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Actionable </li></ul><ul><li>Relevant </li></ul><ul><li>Time-bound </li></ul>
    5. 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. 6. Getting to Actionable <ul><li>Steps to “conversions” </li></ul><ul><ul><li>Visits the web site </li></ul></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>Reaches specific “value-add” content </li></ul></ul><ul><ul><li>Opts in for email </li></ul></ul><ul><ul><li>Fills out a “contact” form </li></ul></ul><ul><ul><li>Makes a phone call </li></ul></ul><ul><ul><li>Makes a purchase </li></ul></ul>
    7. 7. Tools for an Online Strategy <ul><li>Online = Interactive </li></ul>Email Web Site Social Media Mobile / text Search, Blogs & Public Relations
    8. 8. Conversion Rates
    9. 9. Setting Goals in Google Analytics 1 2 3
    10. 10. Tracking Goals in Google Analytics
    11. 11. Conversion Rate
    12. 12. What do you want to be known for?
    13. 13. A Brand is NOT a Logo A Brand is an Experience
    14. 14. Experience = Strong Call to Action Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
    15. 15. Experience = Content
    16. 16. What do your customers want?
    17. 17. How do people find you?
    18. 18. Content
    19. 19. Bounce Rate
    20. 20. Referral Sources
    21. 21. Example Site CMS Expo
    22. 22. CMS Expo Site Activity
    23. 23. CMS Expo Site Activity
    24. 24. CMS Expo Visitors
    25. 25. CMS Expo Visitors
    26. 26. Traffic Sources
    27. 27. Paid vs “Organic” Search
    28. 28. Paid vs “ Organic ” Search
    29. 29. Paid vs “ Organic ” Search
    30. 30. Other Reports of Interest <ul><li>Top Landing Pages </li></ul><ul><ul><li>Sources and Keywords </li></ul></ul><ul><li>Top Content Details </li></ul><ul><ul><li>Navigation Summary </li></ul></ul><ul><li>Site Overlay </li></ul>
    31. 31. Site Optimization <ul><li>Focus on conversions </li></ul><ul><ul><li>Views more than one page </li></ul></ul><ul><ul><li>Reaches specific “value-add” content </li></ul></ul><ul><ul><li>Opts in for email </li></ul></ul><ul><ul><li>Fills out a “contact” form </li></ul></ul><ul><ul><li>Makes a phone call </li></ul></ul><ul><ul><li>Makes a purchase </li></ul></ul><ul><li>Segment and test </li></ul>
    32. 32. CMS Expo Registration <ul><li>4100 on conference page (30.6% of 13,400) </li></ul><ul><li>410 on registration page (10%) </li></ul><ul><li>130 to paypal (25%) </li></ul>
    33. 33. Google Analytics Funnel Report
    34. 34. Google Analytics Advanced Topics <ul><li>Tracking Offsite Links </li></ul><ul><li>Tracking Email </li></ul><ul><li>Excluding your people </li></ul><ul><li>Your CMS will handle much of this </li></ul>
    35. 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. 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. 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. 38. Tracking KPIs <ul><li>Key Performance Indicators (KPIs) </li></ul><ul><ul><li>Baseline – previous year ± special events </li></ul></ul><ul><ul><li>Set goals </li></ul></ul><ul><ul><li>Track results </li></ul></ul><ul><ul><li>Evaluate based on goals and trends </li></ul></ul><ul><ul><li>Take action! </li></ul></ul>
    39. 39. Recommendations for CMS Expo <ul><li>Track Sign-Ups (Email, RSS) as Goals </li></ul><ul><li>More Outbound Communication </li></ul><ul><ul><li>Track Visits from Email (URL Campaign Tagging) </li></ul></ul><ul><ul><li>Send More Emails </li></ul></ul><ul><ul><li>Update RSS Feed </li></ul></ul><ul><li>Reach Out to the Drupal Community </li></ul><ul><li>Improve Internal Linking </li></ul><ul><li>Optimize for Search Keywords </li></ul><ul><ul><li>Drupal, Alfresco, Joomla! </li></ul></ul><ul><ul><li>Learn, training, conference </li></ul></ul><ul><li>Evaluate & Optimize Paid Search Campaign </li></ul>
    40. 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×