0
 
Thanks ThinkHouse Collective!
Mike Linville Owner/Chief Project Manager Black Dog Studios Black Dog Education *Self Employed Business Owner for 13 Years
What is Web Analytics? The measurement, collection, and reporting of Internet data for the purpose of  understanding and  ...
Huh? The key takeaway is that analytics is a process focusing on trends, not absolutes.
The Analytics Process Measure Learn Action The goal is to get closer to a perfect process.
The Tools
 
Why Google Analytics? <ul><li>FREE!!! </li></ul><ul><li>Powerful </li></ul><ul><li>Works well with other Google tools </li...
What about Profitability?
What about Profitability? “ Widget X” =  $100 Production + Fulfillment => $60  Marketing + Profit => $40 [PPC = $0.50 / cl...
What about Profitability? 2% conversion [1 sale in 50 clicks] “ Widget X” =  $100 Production + Fulfillment => $60  Marketi...
What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit “ Widget X” =  $100 Production + Fulfil...
What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] “ W...
What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] $40...
What about Profitability? 3% conversion [1 sale in 33 clicks] 1% Increase in Conversion Rate =  57% Increase in Profit! “ ...
What about Profitability? To Increase Profits…  Increase Conversions!
3 Main Goals for a Website <ul><li>Make Sales </li></ul><ul><li>Generate Leads </li></ul><ul><li>Build Your Brand </li></u...
Crawl > Walk > Run Leveraging analytics for your business is a 3 step process… Basic Usage Goals Sales Funnels
I. Basic Usage: Visitors <ul><li>Demographics: </li></ul><ul><li>Location, Language </li></ul><ul><li>Behavoir: </li></ul>...
I. Basic Usage: Traffic Sources <ul><li>Where the traffic to your site is coming from. </li></ul><ul><li>The  keywords  be...
I. Basic Usage: Content <ul><li>Site Content  </li></ul><ul><li>Site Speed </li></ul><ul><li>Site Search </li></ul>
I. Basic Usage: Events <ul><li>Track a document download. </li></ul><ul><li>AJAX newsletter sign up. </li></ul><ul><li>Vid...
I. Basic Usage Visitors | Traffic Sources | Content <ul><li>These basic reports are like a physical for the health of your...
II. Goals <ul><li>Though basic usage delivers great analytics, it isn’t customizable. </li></ul><ul><li>Next step is  cust...
II. Goals <ul><li>Easy Setup: </li></ul><ul><li>Name </li></ul><ul><li>Type </li></ul><ul><li>Value [Forecasting] </li></u...
II. Goals <ul><li>3 Types of Goals: </li></ul><ul><li>URL Goal </li></ul><ul><li>Engagement Goals </li></ul><ul><li>Event ...
Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter
Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter Thank You and Welcome!
Example #2 Engagement Goal = Video Page Landscapers, Inc. Problem:   Even though the page load gets tracked Google Analyti...
Example #2 Event Goal = Video Page Landscapers, Inc. <ul><li>Solution:  </li></ul><ul><li>Create a series of events that r...
Why Goals Are Good <ul><li>Gives you a deeper level of understanding of how users are  using  your website. </li></ul><ul>...
Example #3 E-Commerce Stores Using PPC, you notice you’re paying for 1000 clicks, but are only making 100 sales.
Example #3 E-Commerce Stores To see where the other 900 clicks are going, you need to look at the entire sales process.
III. Goals Funnels / Sales Funnels <ul><li>A funnel is a series of pages that lead up to an actual goal. </li></ul><ul><li...
III. Goals Funnels / Sales Funnels
III. Goals Funnels / Sales Funnels
III. Goals Funnels / Sales Funnels After you’ve set up the steps of your goal, Google will create a Funnel Visualization R...
III. Goals Funnels / Sales Funnels <ul><li>This graphical breakdown of the entire process will tell you exactly where your...
Website Optimizer <ul><li>How you “fix” the errors you find using Google Analytics. </li></ul><ul><li>Allows to easily per...
Website Optimizer A/B Testing vs. A Original
Website Optimizer A/B Testing vs. A B Original New
Website Optimizer A/B Testing <ul><li>Install the code and Google will… </li></ul><ul><li>Split traffic between the pages....
The Wrap <ul><li>Feeling overwhelmed? </li></ul><ul><li>We covered A LOT, because there’s a lot to Google Analytics. </li>...
The Wrap <ul><li>Remember: a 1% increase in conversion resulted in a  57%  increase in profits! </li></ul><ul><li>What wou...
The Wrap <ul><li>With that extra money: </li></ul><ul><li>Could you hire an employee? </li></ul><ul><li>Save money for a v...
Any Questions?
Upcoming SlideShare
Loading in...5
×

Increasing Profitability with Google Analytics

375

Published on

Introduction to web site analytics and conversions. Presentation walks through how a 1% increase in conversion ratio can equal as much as a 57% increase in profitability.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
375
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Increasing Profitability with Google Analytics"

  1. 2. Thanks ThinkHouse Collective!
  2. 3. Mike Linville Owner/Chief Project Manager Black Dog Studios Black Dog Education *Self Employed Business Owner for 13 Years
  3. 4. What is Web Analytics? The measurement, collection, and reporting of Internet data for the purpose of understanding and optimizing web usage. Web Analytics Association
  4. 5. Huh? The key takeaway is that analytics is a process focusing on trends, not absolutes.
  5. 6. The Analytics Process Measure Learn Action The goal is to get closer to a perfect process.
  6. 7. The Tools
  7. 9. Why Google Analytics? <ul><li>FREE!!! </li></ul><ul><li>Powerful </li></ul><ul><li>Works well with other Google tools </li></ul><ul><ul><li>Adwords, Adsense, Website Optimizer </li></ul></ul><ul><li>Awesome reporting </li></ul><ul><li>Simple installation </li></ul>
  8. 10. What about Profitability?
  9. 11. What about Profitability? “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  10. 12. What about Profitability? 2% conversion [1 sale in 50 clicks] “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  11. 13. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  12. 14. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  13. 15. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] $40-$16.50 = $23.50 Profit “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  14. 16. What about Profitability? 3% conversion [1 sale in 33 clicks] 1% Increase in Conversion Rate = 57% Increase in Profit! “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]
  15. 17. What about Profitability? To Increase Profits… Increase Conversions!
  16. 18. 3 Main Goals for a Website <ul><li>Make Sales </li></ul><ul><li>Generate Leads </li></ul><ul><li>Build Your Brand </li></ul>Analytics works for all three!
  17. 19. Crawl > Walk > Run Leveraging analytics for your business is a 3 step process… Basic Usage Goals Sales Funnels
  18. 20. I. Basic Usage: Visitors <ul><li>Demographics: </li></ul><ul><li>Location, Language </li></ul><ul><li>Behavoir: </li></ul><ul><li>Frequency, Engagement </li></ul><ul><li>Technology: </li></ul><ul><li>Browsers, Operating Systems </li></ul>
  19. 21. I. Basic Usage: Traffic Sources <ul><li>Where the traffic to your site is coming from. </li></ul><ul><li>The keywords being used to find you. </li></ul><ul><li>Adwords statistics. </li></ul>
  20. 22. I. Basic Usage: Content <ul><li>Site Content </li></ul><ul><li>Site Speed </li></ul><ul><li>Site Search </li></ul>
  21. 23. I. Basic Usage: Events <ul><li>Track a document download. </li></ul><ul><li>AJAX newsletter sign up. </li></ul><ul><li>Video Interaction. </li></ul>
  22. 24. I. Basic Usage Visitors | Traffic Sources | Content <ul><li>These basic reports are like a physical for the health of your website. </li></ul><ul><li>Great for pinpointing the problem areas. </li></ul><ul><li>You’ll want to know more. </li></ul>
  23. 25. II. Goals <ul><li>Though basic usage delivers great analytics, it isn’t customizable. </li></ul><ul><li>Next step is customization and defining what your goal is. </li></ul>
  24. 26. II. Goals <ul><li>Easy Setup: </li></ul><ul><li>Name </li></ul><ul><li>Type </li></ul><ul><li>Value [Forecasting] </li></ul><ul><li>* Max. of 20 goals per profile [4 groups of 5]. </li></ul>
  25. 27. II. Goals <ul><li>3 Types of Goals: </li></ul><ul><li>URL Goal </li></ul><ul><li>Engagement Goals </li></ul><ul><li>Event Goals </li></ul>
  26. 28. Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter
  27. 29. Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter Thank You and Welcome!
  28. 30. Example #2 Engagement Goal = Video Page Landscapers, Inc. Problem: Even though the page load gets tracked Google Analytics can’t tell anything about the video.
  29. 31. Example #2 Event Goal = Video Page Landscapers, Inc. <ul><li>Solution: </li></ul><ul><li>Create a series of events that relate to the video. </li></ul><ul><li>Player Load </li></ul><ul><li>Video Start </li></ul><ul><li>Video Completion </li></ul>
  30. 32. Why Goals Are Good <ul><li>Gives you a deeper level of understanding of how users are using your website. </li></ul><ul><li>Packages the results up into easy-to-read reporting. </li></ul>
  31. 33. Example #3 E-Commerce Stores Using PPC, you notice you’re paying for 1000 clicks, but are only making 100 sales.
  32. 34. Example #3 E-Commerce Stores To see where the other 900 clicks are going, you need to look at the entire sales process.
  33. 35. III. Goals Funnels / Sales Funnels <ul><li>A funnel is a series of pages that lead up to an actual goal. </li></ul><ul><li>Broader look at the process before the sale. </li></ul><ul><li>Can have up to 10 steps. </li></ul>
  34. 36. III. Goals Funnels / Sales Funnels
  35. 37. III. Goals Funnels / Sales Funnels
  36. 38. III. Goals Funnels / Sales Funnels After you’ve set up the steps of your goal, Google will create a Funnel Visualization Report.
  37. 39. III. Goals Funnels / Sales Funnels <ul><li>This graphical breakdown of the entire process will tell you exactly where your issues are. </li></ul><ul><li>It is up to you to figure out how to fix them. </li></ul><ul><li>Default to best practices and test. </li></ul>
  38. 40. Website Optimizer <ul><li>How you “fix” the errors you find using Google Analytics. </li></ul><ul><li>Allows to easily perform A/B testing. </li></ul>
  39. 41. Website Optimizer A/B Testing vs. A Original
  40. 42. Website Optimizer A/B Testing vs. A B Original New
  41. 43. Website Optimizer A/B Testing <ul><li>Install the code and Google will… </li></ul><ul><li>Split traffic between the pages. </li></ul><ul><li>Tell which page is the winner [min. 200 conversions]. </li></ul><ul><li>The winner becomes your new baseline, and you test again! </li></ul>A B
  42. 44. The Wrap <ul><li>Feeling overwhelmed? </li></ul><ul><li>We covered A LOT, because there’s a lot to Google Analytics. </li></ul><ul><li>The key is that you don’t have to do it ALL; jump in and get started! </li></ul>
  43. 45. The Wrap <ul><li>Remember: a 1% increase in conversion resulted in a 57% increase in profits! </li></ul><ul><li>What would a 57% increase in profits mean to you, RIGHT NOW? </li></ul>
  44. 46. The Wrap <ul><li>With that extra money: </li></ul><ul><li>Could you hire an employee? </li></ul><ul><li>Save money for a vacation? </li></ul><ul><li>Have a date night with your spouse? </li></ul><ul><li>Take a day off? </li></ul>
  45. 47. Any Questions?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×