IM Club: Is our website working? What to measure


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Slides from our Internet Marketing Club held on 4 April 2012

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  • Pear Analytics - Copy and paste your web address report in a couple of minutes giving you a score and some tips on how to improve your site. SEOmoz Free for the first month - SEO tips, Social Media tracking,£60/month  Advanced web Stats Advanced SEO tools Link Management, building and analysis Free for first month then £60/month for cheapest package... Click trackign and heatmaps
  • Brief run through
  • Visitors now audience
  • 1. Visits = Popularity/Vanity - doing well with your PR campaign people know you're out there! 2. Total number of visits or pages opened - Quality of visit - doing research about your company or product - information rich site. 3.  Average time - quality good info keeping them there.  Lots of info to read. Might indicate how long they're spending on each page...
  • 4. % New Visits is the percentage of visits that were first-time visits (from people who had never visited your site before). New PR Campaign - Newspaper article, advert, presentation... 5. Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Looked at the content and didn't like it or thought it wasn't relevant to what they were looking for.
  • BEN More detailed look
  • Key areas: Technology Demographics Behaviour - Engagement
  • Know where you traffic comes from 
  • Drill into detail
  • Find out which pages are doing well
  • Explore popular pages
  • Track conversions
  • Find out where people leaving in sales pipeline
  • BEN
  • 4% conversion Avg 13 people/month
  • TripAdvisor workshop top Facebook then Twitter
  • Increase web conversion 'Real' social networking Facebook Apps iPhone apps Facebook stats Social monitoring
  • Note down Add to blog to hold accountable Other stuff in blog includes feedback slides and what happened.
  • IM Club: Is our website working? What to measure

    1. 1. IM Club4th April 2012
    2. 2. What is IM Club? Share & learn Increase conversionsDevelop strategy Ask questions Have fun!
    3. 3. Is our website working? What to measure
    4. 4. AgendaPart 1 Is our website working? Break Part 2 Q/A Actions Next meeting
    5. 5. Why is it important to measure?You know if theres been an improvement (or not)You know how much we can spend on marketing You know what works and can repeat it
    6. 6. Analytics Apps
    7. 7.
    8. 8. Google Analytics A quick tour
    9. 9. What do the categories mean? Audience Market research Advertising Is Google Adwords working? Traffic SourcesWhere are the leads coming from (or not) ContentAverage page load = speed/performance Conversion Goals and Ecommerce
    10. 10. Key Phrases Visits Number of visits to your site Pages/Visit Average number of pages viewedduring a visit to your site or average page depth Avg. Time on Site Average duration of a visit to your site.
    11. 11. Key Phrases % New Visits Percentage of visits that were first-time visits. Bounce Single page visit. Bounce Rate is the percentage of single-page visits (i.e. visits inwhich the person left your site from the entrance page).
    12. 12. Key pages in Google Analytics
    13. 13. Demographics - Location
    14. 14. Explore:What should we bemeasuring and why?
    15. 15. KPI(Key Performance Indicator) Dashboard
    16. 16. Metrics on Google AnalyticsReferral source• Search• PPC• Email• Social links• Web linksTop pages
    17. 17. Other metricsSocial• Followers/Likes• Mentions• KloutSearch Engine Results Position (SERP)
    18. 18. Next Action
    19. 19. Break / DiscussWhat would be the 3 mains things you would measure to test your website?
    20. 20. Is our website working? What to measure
    21. 21. Topics for next time
    22. 22. Take away actionsWhat improvements are you going to make in the next 30 days?
    23. 23. Not in the Club? Sign up online for just £75 a month