Understanding Web Analytics
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Jon Whitehead from Metricks presentation on "Understanding Web Analytics" at River City Labs

Jon Whitehead from Metricks presentation on "Understanding Web Analytics" at River City Labs

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Understanding Web Analytics Presentation Transcript

  • 1. Understanding  Web  Analy1cs     Jon  Whitehead
  • 2. Who  is  Jon  Whitehead?  •  Web  designer/developer  through  dotcom   crash  •  Analy1cs  part  of  role  for  over  10  years  •  Full  1me  Web  Analyst  since  2006  •  Formed  Metricks  2010     Metricks.org
  • 3. Data,  Data  everywhere…  •  Google  Analy1cs,  Omniture,  Webtrends,   KISSmetrics,  Springmetrics,  Woopra  •  Clicktale,  CrazyEgg,  Lucky  Orange  •  Social  Media  measurement  tools  •  EDM  data  –  Mailchimp,  Icontact,  Vision6  •  App  data  –  Flurry,  Otherlevels  •  And  that’s  just  online!   Metricks.org
  • 4. How  do  we  cut  through  it  all?   Metricks.org
  • 5. ABC  of  Web  Analy1cs  Understanding  and  Focus  •  Acquisi1on  -­‐  How  do  prospects  get  to  your  site  •  Behaviour  -­‐  what  do  they  do  on  your  site    •  Consequence  -­‐  what  propor1on  are  doing   what  you  want  them  to   Metricks.org
  • 6. Consequence  What  is  the  objec1ve?  •  Business  •  Website  •  Macro  and  micro  goals   –  Macro  –  a  sale,  a  lead,  a  download   –  Micro  –  a  like,  a  tweet,  video  watched   Metricks.org
  • 7. Goals  and  Events  Objec1ves  in  Google  Analy1cs  called  Goals   Macro  -­‐  Leads,  sales,  subscrip1ons   Setup  in  GA  interface  Events   Ac1ons  on  the  site   Macro  and  Micro  -­‐  submit,  play  video,  download   Very  important  for  apps   Needs  code  Measure  what  prospects  are  doing  against  objec1ves   Metricks.org
  • 8. Goal  setup  1)  add  a  name  2)  This  goal  is  based  on  finishing  on  a  certain  page  -­‐  confirma1on  page  3)  The  thankyou  page  url  4)  Head  Match  from  dropdown  -­‐  matches  the  start  of  the  goal  page  5)  Goal  value  –  value  of  a  lead  6)  1ck  to  setup  a  funnel  -­‐  a  series  of  pages  a  user  progresses  through  7)  the  funnel  steps   Metricks.org
  • 9. Acquisi1on  Where  are  prospects  coming  from?  Search,  Referral,  Direct  •  Campaign  tagging   hcp://www.metricks.org?   utm_campaign=2012-­‐presenta1ons   &utm_medium=presenta1on   &utm_source=rivercitylabs   Metricks.org
  • 10. Ques1on  the  data  •  Use  business  ques1ons   –  How  are  our  campaigns  performing?   –  What  are  our  best  keywords?   –  Why  do  I  have  such  high  bounce  rate?  •  Frame  as  ‘which’   –  Which  campaigns  perform  best?   –  Which  keywords  convert?   –  Which  elements  are  causing  prospects  to  bounce?   Metricks.org
  • 11. Which  campaigns  perform  best?   All  Traffic  report   Metricks.org
  • 12. Which  Keywords  convert?  Terms  that  have  good  traffic  and  a  higher  than  site  average  conversion  rate   Greater  than  site  average   Metricks.org
  • 13. Which  Keywords  convert?   Terms  that  convert  at  100%  -­‐  use  in  content,  social,  PPC  etc   100  =  100%  conversion   Metricks.org
  • 14. Which  elements  are  causing     prospects  to  bounce?  Examine  page  and  devise  hypotheses   No  call  to  ac1on,     Wrong  informa1on,     Slow  page  Use  GA  experiments  Test  different  layouts  Also  Unbounce,  VWO,  Op1mizely   Metricks.org
  • 15. Mobile  and  Apps  Mobile  App  Analy1cs  -­‐  beta  hcp://analy1cs.blogspot.com.au/2012/06/measuring-­‐mobile-­‐world-­‐introducing.html  hcps://services.google.com/p/forms/mobileappanaly1csbeta/   Metricks.org
  • 16. Call  tracking  •  Complete  view  of  leads  •  Include  call  details  in  Google  Analy1cs   –  Amount  of  calls   –  Call  dura1on   –  Answered  or  not  •  Can  also  use  with  Adwords  numbers   Metricks.org
  • 17. Notes  •  Keep  track  of  what  is  happening  that  could   influence  traffic,  internal  and  external   Metricks.org
  • 18. Final  Word  It’s  not  about  how  much  data  you  have,     it’s  what  you  do  with     the  data  that  is  important   Metricks.org
  • 19. …  That’s  All  Folks  …   jon@metricks.org     Twicer:  @jonny_whitehead     linkedin.com/in/jonnywhitehead     Training:  hcp://in-­‐a-­‐day.com.au/workshops/website-­‐ training/web-­‐analy1cs-­‐in-­‐a-­‐day/       Metricks.org