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Confidential and Proprietary Information
Welcome to the Metrics:
Google Analytics & Your Business
Confidential and Proprietary InformationConfidential and Proprietary Information 2
Your Hosts
Tori Leymeister, Marketing C...
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Topics We’ll Cover Today
3
Overview of th...
Confidential and Proprietary Information
What is Google Analytics?
• Google Analytics is a free service offered by Google ...
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Top Navigation
• Home
• Reporting
• Customization
• Admin
Continue the conversati...
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Reporting
The reporting tab is where the bulk of information is stored. This is w...
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Reporting – Date Range
Date
Filters
Data
Left Nav
• Click arrow in date range to ...
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Reporting - Segments
Date
Filters
Data
Left Nav
• Click “system” and see all the ...
Confidential and Proprietary InformationConfidential and Proprietary Information 9
Acquisition
Dig in to learn how you acq...
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Quick Poll
Do you know what your primary channel of online marketing is?
• Yes
• ...
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Acquisition Overview
Continue the conversation @Volusion with #sell4Xmore
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Acquisition – Quick Pulse for Gaps
Continue the conversation @Volusion with #sell...
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All Traffic
Continue the conversation @Volusion with #sell4Xmore
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All Traffic: Ecommerce
Continue the conversation @Volusion with #sell4Xmore
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Acquisition: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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Has your site seen big traffic changes?
1. Set the date range back as far as you ...
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Have you suffered a Google organic hit?
1. Leave the date range back
2. Click on ...
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Have you suffered a Google organic hit?
3. Look for any dips
4. Crosscheck with G...
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What is your website’s seasonality?
1. Keep date range back as far as it will go
...
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Use your website’s seasonality
• Use non-seasonal months to prep: inventory, mark...
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Acquisition: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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Are there blind spots within your traffic mix?
• Low conversion rate overall acro...
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How can you boost revenue?
Continue the conversation @Volusion with #sell4Xmore *...
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How can you boost AOV?
Average Order Value
% Increase AOV Monthly revenue* Additi...
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Acquisition: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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How to show up for an important keyword?
Continue the conversation @Volusion with...
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How to show up for an important keyword?
Continue the conversation @Volusion with...
Confidential and Proprietary InformationConfidential and Proprietary Information 28
Behavior
Learn where your customers sp...
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Quick Poll
Do you know on what pages your visitors spend most of their time on yo...
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Site Content
Continue the conversation @Volusion with #sell4Xmore
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All Pages
Continue the conversation @Volusion with #sell4Xmore
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All Pages: Pageviews
Continue the conversation @Volusion with #sell4Xmore
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All Pages: Time on Page
Continue the conversation @Volusion with #sell4Xmore
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Shopping Cart Page Evaluation
Go through checkout and ask yourself:
• Are my ship...
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Landing Pages Overview
Continue the conversation @Volusion with #sell4Xmore
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Landing Page vs. All Pages
• In a search engine you search and click on the websi...
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Site Search Overview
Continue the conversation @Volusion with #sell4Xmore
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Site Search
A few things you’ll learn from site search:
1. Add a site search bar ...
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Page load
Slow load time can be caused by many things. A few examples:
• Unoptimi...
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Behavior: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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All Pages
• Click on the column title to sort by Pageviews
• High Pageviews + Low...
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Behavior: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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Search Terms
Some issues you can troubleshoot are :
• If you search on your site ...
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Behavior: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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In-Page Analytics
45
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In-Page Analytics
Continue the conversation @Volusion with #sell4Xmore
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Conversions
Learn where and when your ...
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Product Performance
Analytics has a few advantages over the Volusion dashboard:
•...
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Multi-channel funnels - Overview
A channel can play three roles in a
conversion p...
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Top Conversion Paths
Continue the conversation @Volusion with #sell4Xmore
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Conversion timing
Looking at time lag, you can tell how important it is for all p...
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Conversion: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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First Interaction
53Continue the conversation @Volusion with #sell4Xmore
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Conversion: Takeaways
Continue the conversation @Volusion with #sell4Xmore
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Conversion Paths
• Conversion paths is a great why to identify great assisters in...
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Conversion: Takeaways
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Assisted Conversions > Conversions
57Continue the conversation @Volusion with #se...
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Conversion: Takeaways
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Conversion timing
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Boost Conversion Rate - Takeaways
Continue the conversation @Volusion with #sell4...
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Be your own consultant
What is the main issue why revenue is down?
A. Visitors ar...
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Be your own consultant
Why is there more revenue when comparing year-over-year da...
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Be your own consultant
Using this website’s on-site search terms, what are 3 webs...
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Be your own consultant
64
• Organic took a dive in December, and has been picking...
Confidential and Proprietary InformationConfidential and Proprietary Information 65
Q&A
Thank you! Please stick around for...
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Discounts on Marketing Services
66
Good throughout July 2014
• SEO Services
• Com...
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Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Join Volusion's marketing consultants as they simplify Google Analytics and show you how to use this tool to grow your online business!

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  • A few things you’ll learn from site search:
    By simply adding a site search bar on your website it generally helps build a higher conversion rate because it allows customers to immediately search for something if they cannot find it upon entering the site.

    Search your popular terms on your website. Do your products come up?
    If not, look into why – you may have settings disabled that prevent your products from showing, missing a huge opportunity to convert these users.

    Also, when checking the search terms in analytics, take note: Do any products you DON’T offer come up? You already know that someone using site search is probably more likely to convert so it’s something your target audience wants. If possible, invest in that inventory.

    Look for any commonalities among searches. If your customers are regularly searching for a keyword it could be an opportunity to add a Call to Action button on the homepage to allow them to find it easier.
    TORI: Or use that as an offer for the Deal of the Day or as a featured product on the homepage
  • Transcript of "Welcome to the Metrics: Using Google Analytics to Grow Your Business"

    1. 1. Confidential and Proprietary Information Welcome to the Metrics: Google Analytics & Your Business
    2. 2. Confidential and Proprietary InformationConfidential and Proprietary Information 2 Your Hosts Tori Leymeister, Marketing Consultant Team Manager Natalie Stambro, Marketing Consultant Continue the conversation @Volusion with #sell4Xmore
    3. 3. Confidential and Proprietary InformationConfidential and Proprietary Information Topics We’ll Cover Today 3 Overview of the Analytics & its interface Acquisition & Takeaways Behavior & Takeaways Conversions & Takeaways Becoming Your Own Consultant Q&A Marketing Services Discounts 1 2 3 4 5 6 7 Continue the conversation @Volusion with #sell4Xmore
    4. 4. Confidential and Proprietary Information What is Google Analytics? • Google Analytics is a free service offered by Google that provides metrics about a website's traffic, traffic sources, user behavior on the website, conversions and much more. • You can access it here: http://www.google.com/analytics/ – If you need help getting set up, call 1-877-591-7006 • Slides and webinar recording will be emailed to you and available on our blog tomorrow 4Continue the conversation @Volusion with #sell4Xmore
    5. 5. Confidential and Proprietary Information Top Navigation • Home • Reporting • Customization • Admin Continue the conversation @Volusion with #sell4Xmore
    6. 6. Confidential and Proprietary Information Reporting The reporting tab is where the bulk of information is stored. This is where you will measure your website and analyze data. We will break this tab into four sections: date, filters, data and left navigation. Date Filters Data Left Nav Continue the conversation @Volusion with #sell4Xmore
    7. 7. Confidential and Proprietary Information Reporting – Date Range Date Filters Data Left Nav • Click arrow in date range to customize the dates • Click the box next to “Compare to:” to compare the top date range with the previous date range Continue the conversation @Volusion with #sell4Xmore
    8. 8. Confidential and Proprietary Information Reporting - Segments Date Filters Data Left Nav • Click “system” and see all the automatic segments in Google Analytics • All sessions, organic traffic and paid traffic will be areas of focus today • You can also search to see other useful segments of traffic Continue the conversation @Volusion with #sell4Xmore
    9. 9. Confidential and Proprietary InformationConfidential and Proprietary Information 9 Acquisition Dig in to learn how you acquire users, how they behave on your site and what their conversion behavior looks like Continue the conversation @Volusion with #sell4Xmore
    10. 10. Confidential and Proprietary Information Quick Poll Do you know what your primary channel of online marketing is? • Yes • No Continue the conversation @Volusion with #sell4Xmore
    11. 11. Confidential and Proprietary Information Acquisition Overview Continue the conversation @Volusion with #sell4Xmore
    12. 12. Confidential and Proprietary Information Acquisition – Quick Pulse for Gaps Continue the conversation @Volusion with #sell4Xmore
    13. 13. Confidential and Proprietary Information All Traffic Continue the conversation @Volusion with #sell4Xmore
    14. 14. Confidential and Proprietary Information All Traffic: Ecommerce Continue the conversation @Volusion with #sell4Xmore
    15. 15. Confidential and Proprietary Information Acquisition: Takeaways Continue the conversation @Volusion with #sell4Xmore
    16. 16. Confidential and Proprietary Information Has your site seen big traffic changes? 1. Set the date range back as far as you can go 2. Add Organic and Paid Traffic segments 3. Review slumps or spikes Continue the conversation @Volusion with #sell4Xmore
    17. 17. Confidential and Proprietary Information Have you suffered a Google organic hit? 1. Leave the date range back 2. Click on “google/organic” source/medium Continue the conversation @Volusion with #sell4Xmore
    18. 18. Confidential and Proprietary Information Have you suffered a Google organic hit? 3. Look for any dips 4. Crosscheck with Google algorithm change history 5. Act! There are many resources out there about how to recover from a hit. Continue the conversation @Volusion with #sell4Xmore
    19. 19. Confidential and Proprietary Information What is your website’s seasonality? 1. Keep date range back as far as it will go 2. Review slumps or spikes – are they consistent yearly? Continue the conversation @Volusion with #sell4Xmore
    20. 20. Confidential and Proprietary Information Use your website’s seasonality • Use non-seasonal months to prep: inventory, marketing promotions, design, continue or start SEO • Encourage off season purchases: through email, social media • Increase ad spend during seasonal months for paid campaigns • Use coupons to increase conversion rate during seasonal months Continue the conversation @Volusion with #sell4Xmore
    21. 21. Confidential and Proprietary Information Acquisition: Takeaways Continue the conversation @Volusion with #sell4Xmore
    22. 22. Confidential and Proprietary Information Are there blind spots within your traffic mix? • Low conversion rate overall across channels: work on site design and user experience • Increase paid Google efforts because they have the highest conversion rate Continue the conversation @Volusion with #sell4Xmore
    23. 23. Confidential and Proprietary Information How can you boost revenue? Continue the conversation @Volusion with #sell4Xmore *assuming number of transactions is consistent
    24. 24. Confidential and Proprietary Information How can you boost AOV? Average Order Value % Increase AOV Monthly revenue* Additional Revenue* 5% $69.46 $93,698.17 $4,460.02 10% $72.77 $98,166.73 $8,928.58 • Offer free shipping • Offer a free gift • Promote product bundles • Give tiered percentages off Continue the conversation @Volusion with #sell4Xmore *assuming number of transactions is consistent
    25. 25. Confidential and Proprietary Information Acquisition: Takeaways Continue the conversation @Volusion with #sell4Xmore
    26. 26. Confidential and Proprietary Information How to show up for an important keyword? Continue the conversation @Volusion with #sell4Xmore
    27. 27. Confidential and Proprietary Information How to show up for an important keyword? Continue the conversation @Volusion with #sell4Xmore
    28. 28. Confidential and Proprietary InformationConfidential and Proprietary Information 28 Behavior Learn where your customers spend time and what causes them to leave Continue the conversation @Volusion with #sell4Xmore
    29. 29. Confidential and Proprietary Information Quick Poll Do you know on what pages your visitors spend most of their time on your website? • Yes • No Continue the conversation @Volusion with #sell4Xmore
    30. 30. Confidential and Proprietary Information Site Content Continue the conversation @Volusion with #sell4Xmore
    31. 31. Confidential and Proprietary Information All Pages Continue the conversation @Volusion with #sell4Xmore
    32. 32. Confidential and Proprietary Information All Pages: Pageviews Continue the conversation @Volusion with #sell4Xmore
    33. 33. Confidential and Proprietary Information All Pages: Time on Page Continue the conversation @Volusion with #sell4Xmore
    34. 34. Confidential and Proprietary Information Shopping Cart Page Evaluation Go through checkout and ask yourself: • Are my shipping prices calculating accurately? • Are there any signals of distrust? Continue the conversation @Volusion with #sell4Xmore
    35. 35. Confidential and Proprietary Information Landing Pages Overview Continue the conversation @Volusion with #sell4Xmore
    36. 36. Confidential and Proprietary Information Landing Page vs. All Pages • In a search engine you search and click on the website www.JEVaudio.com – This will be treated as both All Pages and Landing Pages. • If you then navigate to any other page, say www.JEVaudio.com/sony.asp – Then this won't count in Landing Page but it will count under All Pages Continue the conversation @Volusion with #sell4Xmore
    37. 37. Confidential and Proprietary Information Site Search Overview Continue the conversation @Volusion with #sell4Xmore
    38. 38. Confidential and Proprietary Information Site Search A few things you’ll learn from site search: 1. Add a site search bar to your website 2. Search your popular terms on your website. 3. When checking the search terms, also take note: do any products you DON’T offer come up? 4. Look for commonalities among searches Continue the conversation @Volusion with #sell4Xmore
    39. 39. Confidential and Proprietary Information Page load Slow load time can be caused by many things. A few examples: • Unoptimized images • Custom flash • External embedded media Continue the conversation @Volusion with #sell4Xmore
    40. 40. Confidential and Proprietary Information Behavior: Takeaways Continue the conversation @Volusion with #sell4Xmore
    41. 41. Confidential and Proprietary Information All Pages • Click on the column title to sort by Pageviews • High Pageviews + Low Bounce Rate = Good Landing Pages Continue the conversation @Volusion with #sell4Xmore
    42. 42. Confidential and Proprietary Information Behavior: Takeaways Continue the conversation @Volusion with #sell4Xmore
    43. 43. Confidential and Proprietary Information Search Terms Some issues you can troubleshoot are : • If you search on your site and a product doesn’t show up but you sell it • If people are searching for a product on your site but is outside of your industry or niche Continue the conversation @Volusion with #sell4Xmore
    44. 44. Confidential and Proprietary Information Behavior: Takeaways Continue the conversation @Volusion with #sell4Xmore
    45. 45. Confidential and Proprietary Information In-Page Analytics 45
    46. 46. Confidential and Proprietary Information In-Page Analytics Continue the conversation @Volusion with #sell4Xmore
    47. 47. Confidential and Proprietary InformationConfidential and Proprietary Information 47 Conversions Learn where and when your customers convert on your site. Continue the conversation @Volusion with #sell4Xmore
    48. 48. Confidential and Proprietary Information Product Performance Analytics has a few advantages over the Volusion dashboard: • It shows itemized products including incentives so you can see how well different coupons/promotions are doing • It also allows you to see which channel drove the sale of the product Continue the conversation @Volusion with #sell4Xmore
    49. 49. Confidential and Proprietary Information Multi-channel funnels - Overview A channel can play three roles in a conversion path: – First Interaction is the first referral on the conversion path; it’s a kind of assist interaction. – Assist Interaction is any referral that is on the conversion path, but is not the last interaction. – Last Interaction is the referral that immediately precedes the conversion. Continue the conversation @Volusion with #sell4Xmore
    50. 50. Confidential and Proprietary Information Top Conversion Paths Continue the conversation @Volusion with #sell4Xmore
    51. 51. Confidential and Proprietary Information Conversion timing Looking at time lag, you can tell how important it is for all points of the purchase path to bring someone back to conversion, and you know that the ecommerce data from acquisition doesn’t tell the whole story. Continue the conversation @Volusion with #sell4Xmore
    52. 52. Confidential and Proprietary Information Conversion: Takeaways Continue the conversation @Volusion with #sell4Xmore
    53. 53. Confidential and Proprietary Information First Interaction 53Continue the conversation @Volusion with #sell4Xmore
    54. 54. Confidential and Proprietary Information Conversion: Takeaways Continue the conversation @Volusion with #sell4Xmore
    55. 55. Confidential and Proprietary Information Conversion Paths • Conversion paths is a great why to identify great assisters in the browsing process that always lead to conversions Continue the conversation @Volusion with #sell4Xmore
    56. 56. Confidential and Proprietary Information Conversion: Takeaways Continue the conversation @Volusion with #sell4Xmore
    57. 57. Confidential and Proprietary Information Assisted Conversions > Conversions 57Continue the conversation @Volusion with #sell4Xmore
    58. 58. Confidential and Proprietary Information Conversion: Takeaways Continue the conversation @Volusion with #sell4Xmore
    59. 59. Confidential and Proprietary Information Conversion timing Continue the conversation @Volusion with #sell4Xmore
    60. 60. Confidential and Proprietary Information Boost Conversion Rate - Takeaways Continue the conversation @Volusion with #sell4Xmore
    61. 61. Confidential and Proprietary Information Be your own consultant What is the main issue why revenue is down? A. Visitors aren’t buying as frequently B. Visitors aren’t spending as much C. Fewer visitors are on the site Continue the conversation @Volusion with #sell4Xmore
    62. 62. Confidential and Proprietary Information Be your own consultant Why is there more revenue when comparing year-over-year data? A. People are buying more frequently B. More people are visiting the website C. People are spending more money each purchase Continue the conversation @Volusion with #sell4Xmore
    63. 63. Confidential and Proprietary Information Be your own consultant Using this website’s on-site search terms, what are 3 website recommendations this storeowner can make to boost conversion rate? Continue the conversation @Volusion with #sell4Xmore
    64. 64. Confidential and Proprietary Information Be your own consultant 64 • Organic took a dive in December, and has been picking up steadily • Referrals took a dive in April and haven’t picked up Continue the conversation @Volusion with #sell4Xmore
    65. 65. Confidential and Proprietary InformationConfidential and Proprietary Information 65 Q&A Thank you! Please stick around for a survey post-webinar. Join the conversation on Twitter @Volusion with the hashtag #sell4Xmore Continue the conversation @Volusion with #sell4Xmore
    66. 66. Confidential and Proprietary Information Discounts on Marketing Services 66 Good throughout July 2014 • SEO Services • Commit to 5 months of SEO service, we will give you the 6th month free • Purchase 3 months upfront, we will waive the set-up fee • Call 1-877-591-7006 to learn more • Google Analytics and AdWords Setup Services • Up to $200 off Analytics and AdWords setups • Call 1-877-591-7006 to learn more Continue the conversation @Volusion with #sell4Xmore
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