More Than MeasurementHow to Use Google Analytics toSkyrocket Your Marketing ResultsPresented by Steve Lamar
Why use Google Analytics?• Gives specific insights into your website’s performance.• Easy to implement.• Well documented resources on the web for training.• It’s Free!
5 Areas of FocusTraffic Sources – Where is your traffic coming from?Keywords & Impressions – What queries are people usingto find your site and what visibility do you have?Landing Pages – What is the first page a visitor sees whenthey visit your site (hint: it is not always the home page)Engagement – Are you providing the information peoplewant so they stay on your site and take the next step?Conversions – This is the point, right? Are you trackingform submissions, newsletter signups, transactions, etc?
Traffic Source:How are people finding your site?Traffic Sources > Sources > All Traffic
Traffic Sources: What Are They?Direct – Visitor already knows your website and types theaddress in directly to browser.Referral – Visitor clicked on a link to your website fromanother website.Organic (Non-Paid) Search – Visitor entered a query in asearch engine (ie: Google, Bing) & clicked on a NON-paid listingPaid Search – Visitor entered a query in a search engine(ie: Google, Bing) & clicked on a PAID listingCampaigns – This can come from any online campaign if taggedcorrectly – paid search, banner ads, newsletters, emails, etc.
Traffic Sources: Why They MatterVisitor Engagement:Pages/Visit, Avg. VisitDuration, Bounce RateConversion Effectiveness:Goal Conversion Rate, Per VisitGoal ValueeCommerce Effectiveness:Revenue, EcommerceConversion Rate, Per Visit Value
Keyword Impressions & Clicks:How are people searching?Shows what queries were used to find your website, how often you showed upfor the search, the average position you appeared and the click through rate toyour site.Traffic Sources > Search > Search Engine Optimization
Keyword Impressions & Clicks:How are people searching?Impressions - The number of times pages from your siteappeared in search resultsClicks - The number of times a user clicked your sites listingin search results for a particular queryAverage Position - The average top position of your site onthe search results page for that queryClick Through Rate (CTR) - The percentage ofimpressions that resulted in a click to your site
Keyword Impressions & Clicks:Improve Click Through RatesGoodBadCreate pagetitles anddescriptions thathelp people clickto your site
Keyword Impressions & Clicks:How to Access this Data1. Verify Google Webmaster Tools2. Connect it to Google Analytics3. View the Report:Traffic Sources> Search >Search Engine Optimization
Landing Pages:Not Just the Home Page!The Home page isusually the mostvisited page, butpeople experienceyour site frommany other pageson your site.Content > Site Content > Landing Pages
Landing Pages:Create MANY Unique, Quality & Relevant PagesTo drive more traffic -create pages that:• Answer people’s queries• Are engaging• Are easy to share• Are relevant to your site
Bounce Rates• Bounce Rate = Percentage ofvisitors who leave your website &after only viewing one page• Lower is Better!• Bounce Rates Can Help You FigureOut What’s Not Working• Compare Similar Pages
Bounce Rate Analysis• Compare Bounce RatesRelative to Other Pages• Analyze Page for IssuesCausing Higher BounceRatesAverage = 44.68%Some Pages = 70+%Content > Site Content > Landing Pages
Bounce Rates: Ways to Improve• Clear Call to Action (CTA)• Better Engagement (ie: Clear Messaging,Pictures, Videos, etc)• Clean Design & Layout of Website• Fast Page Loading• A/B Testing – Test Elements of the Page& See What Works
Bounce Rates:Improve your call to action - NOW!What is your main call toaction? Is it clear enough? Go& make it clear. You’ll have abetter website for it!
Tracking Conversions:Know How Your Site is PerformingGoogle Analyticscan track:• Contact Forms• Newsletter Signup• eCommTransactions• Many More…
Tracking Conversions:Know What You Want to TrackConversions (Goals) can be setup to track:• Page Views – ie: contact form thank you pageseComm Transactions – ie: order value, shippingcharges, etc. (needs to be custom coded on website)• Actions – ie: button clicks, video playing, downloads
Homework• Know your Traffic Sources: Identify where traffic iscoming and what it is doing. Setup campaign tracking• Learn what queries people use to find your site. Adjustyour content to better capture your target audience.• Review landing pages to see what is popular and howyou can better convert visitors hitting these pages.• Review Bounce Rates: See what pages are notperforming and look for ways to fix them with newdesigns, better CTA, more pointed information• Setup conversion tracking: Know how your siteperforms.