Measuring Your Website Success - Analytics and more...
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Measuring Your Website Success - Analytics and more...
- 1. DAVID LAKINS KEY MULTIMEDIA MEASURING WEBSITE PERFORMANCE WWW>KEYMULTIMEDIA.CO.UK
- 3. • Understand what is working and fix things that are not • Make informed website design and content decisions • Improve your site to convert more visitors into customers • Track the performance of your keywords, banner ads, and other marketing campaigns • Track metrics such as revenue, average order value, and booking conversion rates • Track events of any type, including offsite links and email marketing • To calculate value and return on investment (ROI) • Set a benchmark to improve on Why Measure the Web? ?
- 4. Set goals, because if you don’t set goals, how do you know you’ve scored?”
- 5. Lots of Ways to Measure Success • Website visitors • No. of enquiries • No. of bookings • Twitter followers • Facebook likes • YouTube views & subscribers • Search Engine Rankings • Number of Links • Referrals • PPC & Advertising metrics • Email marketing • Reviews / Rate My Park / TripAdvisor
- 6. • Whatever you decide to measure the key is being consistent Measuring Online Success
- 8. Google Analytics Overview Analytics is a powerful application for tracking traffic patterns on your website. It is particularly powerful as it follows the sales cycle. Audience Acquisition Behaviour Conversion Where your visitors originate from and what keywords they use to arrive at your website How the content on your site meets the needs & expectations of your users Measure how well your website fulfils your target objectives e.g. bookings Demographics, Interests, Geography and what technology they use
- 9. How much time visitors spend on your website Break down site visitors by geography and language Traffic flow of visitors’ page views across your website Set goals & track conversions: enquiries & bookings Establish what types of devices & operating systems your visitors are using Compare website data from different time periods
- 10. Show stats for landing & Exit pages – Where do visitors land when they enter and where do they leave? Content drilldown analyses performance of specific pages on your site Track events like downloads, performance of emails, brochure downloads, and more Track site visitors & pages in real-time Track the status of your social campaigns: referrals, conversions, landing pages, etc.
- 11. 6 Metrics Every Park Should Be Tracking 6Areas to focus on Visits / Sessions Bounce Rates Traffic Sources Keywords Visitor Flows Goals & Conversions 1 2 3 4 5 6 KEY MULTIMEDIA
- 12. • The number of visitors is the number of unique individuals who have spent time on your website. 1. Visits / Sessions
- 14. • This is the number that gives all of the other percentages their meaning. • Additional Visitor Metrics:- – New vs. Returning, Frequency & Recency, Engagement – Browser & Operating System – Devices, Screen sizes Why is it important? e.g. If you have more than 25% of mobile traffic you need to think about mobile website
- 15. • A bounce occurs when a website visitor leaves after arriving on a page without visiting any other pages. A bounce is registered when instead of clicking on a link on your site; the user does one of the following things: – Closes an open window or tab – Types a new URL – Clicks the “Back” button – Lets the browser session time out (usually after 20-30 minutes) 2. Bounce Rate
- 16. Bounce rate is directly related your site navigation, design and how content is found on your pages High bounce > 45% Site offering is poor or navigation is vague Low bounce < 25% Visitors are enticed and want to click through Why is it important?
- 17. • Measure the bounce rate of the key pages on your site, keywords and traffic sources • Don't be afraid to modify your pages, and even rewrite the copy and experiment with ways to lower these higher bounce pages. Why is it important?
- 18. • Traffic sources tell you where your site traffic is coming from including search engines, referrals from other websites, social networks, advertising campaigns, and more. 3. Traffic Sources
- 19. • This is a key section when determining which online marketing tactics are bringing the most visitors to your website. – Top Referrals – channels, websites – Campaigns – Adwords / PPC, Emails – Keywords – Social • Combine these with other dimensions to give greater insight – conversions etc. Why is it important?
- 20. • Site queries will show you which terms people are searching for when they find your site in a search engine. 4. Keywords
- 21. • See list of queries by linking with Webmaster Tools and get greater insight, impressions, clicks, average position and CTR. 4. Keywords
- 22. • Whether it is paid advertising (Adwords) or from organic search (free traffic from a search engine) you should be tracking keywords • Identify keywords people are actually using to find your site. • Once you establish a theme you can create a writing strategy in your copy to gain higher rankings on those keywords, thereby increasing the traffic to your site. Why is it important?
- 23. • Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site. 5. Visitor Flows
- 24. • Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site. • Helps you optimise your park pages and content • Key pages to focus on – exit pages & pages that form part of the booking process Why is it important?
- 25. Turn lookers into bookers! • If your site is NOT converting enquiries and bookings then it is NOT working! • Conversions is the metric to track 6. Conversions
- 26. • The conversion rate of a page is the percentage of people who completed a desired action on that page, such as filling out a form or making a booking • Pages with a high conversion rate are performing well. • Industry averages are still shockingly low between 1.5% and 3% 6. Conversions
- 27. • Conversion rates are absolutely key to your sales and profits. • Improving your conversion rates dramatically improve profits. Why is it important?
- 28. • Set up your goals – enquiries, completed bookings • Make sure your booking engine supports Google Analytics Ecommerce integration • Ensure conversion tracking is across the whole booking process – i.e. booking engine, 3rd party booking system • Start measuring conversions Conversions
- 29. • Google Analytics can report on transactions if properly coded • This allows you to see the following: – Total transactions and revenue – Transactions and revenue by source – Individual booking transactions – Transaction data can also be tied back to other reports Ecommerce / Transaction Reports
- 30. Advanced Conversions The true power of Google Analytics can be seen when you start combining data
- 31. • Social Media • Video Plays • Email • Google Adwords Other Measures
- 32. • Track social media activity in Google Analytics by adding your social media accounts. By default, if you have a Google+ account, this will automatically record data. • You can also monitor on-site engagement by using ‘social plugins’. This will tell you what buttons they click on and what content they like and share. Tracking Social Media
- 33. • Visit https://analytics.twitter.com/ and sign in with your Twitter login details • Followers - explore the interests, locations, and demographics of your followers • Tweet activity - measure engagement and learn how to make your tweets more successful Twitter Analytics
- 36. • Track user interaction on your Facebook Page and better understand page performance • Facebook Insights can be seen by all the admins of your page • Use it to determine the best time of day to post, the best day of the week to post and what type of content is most popular. • Facebook Insights tool is constantly updated to reflect your page’s developments and any patterns that may form. So you’ll need to keep checking back to keep in the loop. Facebook Insights
- 37. Facebook Insights - Overview
- 38. Facebook Insights - Likes
- 39. Facebook Insights - Posts
- 40. Facebook Insights - People
- 41. Facebook Insights – Pages to Watch
- 42. • Email is the easiest and cheapest way of reaching your Park customers. • However, designing a great email and sending it is only a half of the work. You will want to know if the message was received and read by the customer and what happened after it was sent. Email Tracking
- 43. • Basic level – Outlook read receipts • Use 3rd Party email services – Set up HTML & Text emails – Import multiple email lists – Schedule emails – Track open rates, bounces and click-throughs – Combine with Google Analytics and get a 360 degree view including which emails result in bookings Email Tracking
- 44. • Linking your AdWords account and Google Analytics gives you access to the entire picture of customer behaviour, from advert click or impression through your site to conversion. Link to Adwords
- 45. • Set up goals and a establish a key set of metrics to monitor • Filter out internal / staff clicks so that data is genuine • Integrate social activity and Adwords to provide a powerful picture of your digital marketing activity • Install e-commerce tracking and track what matters …. Conversions • Set up custom dashboards and schedule emails to save time • Add analytics review to your weekly / monthly management meetings • Use this information to Measure, Change, Measure Analytics Top Tips Top Tips
- 46. DAVID LAKINS KEY MULTIMEDIA MEASURING WEBSITE PERFORMANCE WWW.KEYMULTIMEDIA.CO.UK
Editor's Notes
- David Lakins will lead the workshop through an in-depth look at the tools available to measure a park’s online presence and consider what to do with the results 45 minutes
- So here we are at start of 2015?- you have park website, twitter, Facebook, you send out an email every couple if months but do you know what is working or what isn't? You know how busy the park is by gut feel but do you know what is really working? The great thing about digital is that everything is measurable.
- To understand what is working To fix things that are not working See how users find and use your site See how visitors use on your site Make informed site design and content decisions Improve your site to convert more visitors into customers Track the performance of your keywords, banner ads, and other marketing campaigns Track metrics such as revenue, average order value, and ecommerce conversion rates Track events of any type, including offsite links and interactions with dynamic content To calculate value and return on investment (ROI) Set a benchmark to improve on
- Over the next 40 mins we are going to look at some of the Intro to measures GA webmaster tool Twitter Facebook YouTube views SERPS contact form enquiries Bookings Links Referrals Advertising metrics Email marketing Reviews / Rate My Park / TripAdvisor
- But What to measure ? Traffic, bookings, social media likes, engagement etc. lots of things but the key is being consistent! Key is being consistent Great thing about digital is that it is 100% measureable Not a lot of time so here are Key measures for Parks Google Analytics Webmaster tools Social media Emails Other Not a lot of time so here are Key measures for Parks GA Webmaster tools Social media Other Emails
- Introduce you to Google Analytics – install one-time piece of code
- Analytics is a powerful application for tracking traffic patterns on your website. It is particularly powerful as it follows the sales cycle. Audience - Demographics, Interests, Geography and what technology they use Acquisition - Where your visitors originate from and what keywords they use to arrive at your website Behaviour - How the content on your site meets the needs & expectations of your users Conversion - Measure how well your website fulfils your target objectives e.g. bookings
- 6 areas to focus on Visits / Sessions - Bounce Rates - Traffic Sources – Keywords - Visitor Flows - Goals & Conversions
- A word of caution though: do not focus on the number of visitors as your most important website metric. It is important to see how many people are ending up on your website, but this statistic is more of a reflection of your off-site marketing campaigns, and not of your website itself.
- Don’t forget you can compare time periods from the top right hand corner – last week, last month, last year or any custom date range
- This is the number that gives all of the other percentages their meaning.
- A bounce occurs when a website visitor leaves after arriving on a page without visiting any other pages. A bounce is registered when instead of clicking on a link on your site; the user does one of the following things: Closes an open window or tab / Types a new URL / Clicks the “Back” button / Lets the browser session time out (usually after 20-30 minutes)
- Bounce rate is directly related your site navigation, design and how content is found on your pages The bounce rate of a page is the percentage of people who left your website after viewing that page. A page with a high bounce rate is performing poorly. You should always be comparing your landing pages to look out for ones that are bouncing a high percentage of visitors. These pages are ineffective and are literally driving people away from your website. Comparing your high bounce pages to your low bounce pages is a great way to find out what’s working for your visitors and what isn’t.
- Measure the bounce rate of the key pages on your site, keywords and traffic sources Don't be afraid to modify your pages, and even rewrite the copy and experiment with ways to lower these higher bounce pages.
- Traffic sources tell you where your site traffic is coming from including search engines, referrals from other websites, social networks, advertising campaigns, and more.
- This is a key section when determining which online marketing tactics are bringing the most visitors to your website. Top Referrals – channels, websites Campaigns – Adwords / PPC, Emails Keywords Social Combine these with other dimensions to give greater insight – conversions etc.
- Site queries will show you which terms people are searching for when they find your site in a search engine. Usually, the top three or four keywords will be variations of your company name, but the results below those will give you a lot of insight into what people are trying to find when they come to your site. Chances are, you’ve already been optimizing around these words as part of your keyword strategy , and this data offers a chance to see how well you’re doing. If you notice you’re getting traffic around a keyword you haven’t optimized for, you might have found a keyword that isn’t very competitive, but is still relevant to your business. You should build some content around that keyword to really leave your competitors in the dust.
- Important – in order to view Queries – link to Webmaster Tools and get greater insight See list of queries by linking with Webmaster Tools and get greater insight, impressions, clicks, average position and CTR.
- Whether you get search traffic from paid advertising or from organic search (free traffic from a search engine) you should be tracking those references so that you can measure and focus on the keywords that are working for your site. It's a great way to see what you think your keywords should be, and what keywords people are actually using to find your site. Once you establish a theme or commonality to those keywords, you can create a writing strategy in your copy to gain higher rankings on those keywords, thereby increasing the traffic to your site.
- Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.
- Graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site. Helps you optimise your park pages and content. Key pages to focus on – exit pages & pages that form part of the booking process
- Turning lookers into bookers is what your site should do more so than anything else. If your site is not converting enquiries and bookings then it is not working!
- The conversion rate of a page is the percentage of people who completed a desired action on that page, such as filling out a form. Pages with a high conversion rate are performing well. This is another great statistic to compare between your website’s landing pages. Industry averages are still shockingly low between 1.5% and 3%
- No matter how good your current conversion rates are, they can always get better. Improving your conversion rates dramatically improve profits. Convert those that are already visiting – rather than trying to increase number of visitors.
- Set up your goals – enquiries, completed bookings Make sure your booking engine supports Google Analytics Ecommerce integration Ensure conversion tracking is across the whole booking process – i.e. booking engine, 3rd party booking system Start measuring conversions
- Google Analytics can report on transactions if properly coded This allows you to see the following: Total transactions and revenue Transactions and revenue by source Individual booking transactions Transaction data can also be tied back to other reports
- True power of Google Analytics can be seen when you start combining data. This chart combines Acquisition traffic stats and conversions so that you can easily see which traffic sources generates the most conversions. In this example the highest revenue generating traffic source is Social Media!
- http://blog.hubspot.com/marketing/twitter-analytics Visit https://analytics.twitter.com/ and sign in with your Twitter login details Followers - explore the interests, locations, and demographics of your followers Tweet activity - measure engagement and learn how to make your tweets more successful
- Gain insight into your followers – their gender, location, interests and whole else they follow.
- Get an insight into individual posts – their impressions and how well people engage with them
- Track user interaction on your Facebook Page and better understand page performance Facebook Insights can be seen by all the admins of your page Use it to determine the best time of day to post, the best day of the week to post and what type of content is most popular. Facebook Insights tool is constantly updated to reflect your page’s developments and any patterns that may form. So you’ll need to keep checking back to keep in the loop.
- The most important data about your page at a glance, including new page likes, post reach, and engagement for the last week.
- Number of likes – including those that are gain organically or from paid advertising
- Most recent page posts, including the type of post (link, photo, etc.), targeting, reach, clicks, and engagement (likes, comments, and shares) alongside the amount you spent promoting your posts using Facebook Ads. Beneath this, is a more in-depth table of individual post data. The default view shows type, targeting, reach, engagement, and promotion budget.
- Demographic information about your fans, the people reached by your page, and the people engaged by your page in the People tab.
- One of the newest features of Facebook Insights is adding “Pages to Watch” – which enables you to compare the performance of your page and posts with other pages on Facebook.
- Email is the easiest and cheapest way of reaching your Park customers. However, designing a great email and sending it is only a half of the work. You will want to know if the message was received and read by the customer and what happened after it was sent.
- Basic level – Outlook read receipts Use 3rd Party email services Set up HTML & Text emails Import multiple email lists Schedule emails Track open rates, bounces and click-throughs Combine with Google Analytics and get a 360 degree view including which emails result in bookings
- Merging data will give you access to a dedicated section just for Adwords (Advertising) Data is split so that you can drill-down into each campaign and assess – that’s campaigns, keywords, ad positions and day parts which tell you how many clicks there were every hour of the day Day parts – track clicks by hour of the day (this will be correct IF you selected your country in the main settings when you first created the account).
- Set up goals and a establish a key set of metrics to monitor Filter out internal / staff clicks so that data is genuine Integrate social activity and Adwords to provide a powerful picture of your digital marketing activity Install e-commerce tracking and track what matters …. Conversions Set up custom dashboards and schedule emails to save time Add analytics review to weekly / monthly management meetings Use this information to Measure, Change, Measure