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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IM Club: Is our website working? What to measure
- 1. IM Club 4th April 2012
- 2. What is IM Club? Share & learn Increase conversions Develop strategy Ask questions Have fun!
- 3. Is our website working? What to measure
- 4. Agenda Part 1 Is our website working? Break Part 2 Q/A Actions Next meeting
- 5. Why is it important to measure? You know if there's been an improvement (or not) You know how much we can spend on marketing You know what works and can repeat it
- 7. http://www.pearanalytics.com http://www.seomoz.org/ http://www.google.com/analytics/ http://www.clicktale.com/ http://www.advancedwebstats.com/
- 8. Google Analytics A quick tour
- 10. What do the categories mean? Audience Market research Advertising Is Google Adwords working? Traffic Sources Where are the leads coming from (or not) Content Average page load = speed/performance Conversion Goals and Ecommerce
- 11. Key Phrases Visits Number of visits to your site Pages/Visit Average number of pages viewed during a visit to your site or average page depth Avg. Time on Site Average duration of a visit to your site.
- 12. 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 in which the person left your site from the entrance page).
- 13. Key pages in Google Analytics
- 22. Explore: What should we be measuring and why?
- 23. KPI (Key Performance Indicator) Dashboard
- 24. Metrics on Google Analytics Referral source • Search • PPC • Email • Social links • Web links Top pages
- 25. Other metrics Social • Followers/Likes • Mentions • Klout Search Engine Results Position (SERP)
- 30. Next Action
- 31. Break / Discuss What would be the 3 mains things you would measure to test your website?
- 32. Is our website working? What to measure
- 33. Topics for next time
- 34. Take away actions What improvements are you going to make in the next 30 days?
- 35. Not in the Club? Sign up online for just £75 a month http://inventiveworkshops.com/inventive-marketing-club/
Editor's Notes
- HELEN
- 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 + HELEN
- 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.