How to use Google Analytics to make Data Driven decisions for your website
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How to use Google Analytics to make Data Driven decisions for your website

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Learn how to use Google Analytics to extract the data that you need to make data driven decisions to improve your website conversions.

Learn how to use Google Analytics to extract the data that you need to make data driven decisions to improve your website conversions.

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How to use Google Analytics to make Data Driven decisions for your website Presentation Transcript

  • 1. Google Analytics
    Data Driven Decisions
  • 2. Understand what’s really happening on your website
    Reduce page and webform donor abandonment
    Improve your online donor conversion
    Increase the ROI of your online marketing
    What we will cover today
  • 3. Who’s coming to my site?
    Questions
    And
    From where and when are they coming?
  • 4. The reports in the Traffic Sources section
    show you where your traffic is coming
    from on the internet.
    You can compare your traffic sources
    against each other to find out which
    sources send you the highest quality
    traffic.
    Traffic Sources
  • 5. Traffic Sources
    Visitor arrives to your site directly
    Visitor comes from another site
    Visitor comes from a search engine
    e.g. Google or Bing
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Great news, I now know how people are getting to my site.....
    Questions
    But
    Are they the right sort of people I want on my site?
  • 17. What makes good traffic?
    Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the
    traffic was qualified.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. So my traffic coming from search engines is good traffic.....
    Questions
    But
    What keywords are people using to find me?
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Great stuff, I now know where my good traffic comes from and how they are finding my site....
    Questions
    But
    What are they looking at once they get to my site?
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43. So I now know once people get to my site what they are looking at.....
    Questions
    But
    Are they donating?
  • 44. In order to use ecommerce reporting, you’ll need to do three things:
    Enable ecommerce reporting within your Analytics website profile
    Make sure you’ve added the Google Analytics Tracking code to your receipt page
    Add some additional ecommerce tracking code to your receipt page
    Ecommerce Tracking Code
  • 45. 45
    Affordable, flexible – total ecommerce
  • 46.
  • 47.
  • 48. Ecommerce Tracking Code
  • 49. Ecommerce Tracking Code
  • 50. _addTrans()
    _addTrans()
    Begin with call to _addTrans() to establish a transaction
    _addTrans() takes the following arguments:
  • 51. _addItem()
    _addItem()
    For each item that the visiotr purchases, call _addItem()
    _addTrans() takes the following arguments:
  • 52. _trackTrans()
    _trackTrans()
    Sends both the transaction data and the item data
    Call this after the tracking code and after you’ve called addTrans() & add_addItem():
  • 53. Secure Pages
  • 54. Checkout on another domain?
    Does your checkout process happen on a different domain from your shop?
    e.g. Does a user shop on www.mysite.com and checkout on www.securepayment.com?
    Or does your checkout happen on a subdomain of your shop?
    e.g. Does a user shop on www.mysite.com and checout on payment.mysite.com?
    If so you will need to use the following methods which either dotAgency or your
    web development company can help you with:
  • 55. My ecommerce tracking is now enabled and installed....
    Questions
    But
    How does this help me?
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. So I now have some really helpful ecommerce reports in google analytics....
    Questions
    But
    What is my ROI?
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72. Conclusions
    £100
    Total = £200
    £100
    Home £ Index = £200 / 4 pageviews = £50
    Features £ Index = £200 / 2 pageviews = £100
  • 73. I can now see what traffic is generating me a great donations....
    Questions
    But
    What about the people I’m loosing during the donation process?
  • 74. 74
    Affordable, flexible – total ecommerce
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80.
  • 81. 81
    Affordable, flexible – total ecommerce
    Goals VS Ecommerce
    • A goal conversion can only happen once during a users visit
    • 82. An ecommerce transactions can happen multiple time during a users visit
    • 83. Example
    • 84. You may have a goal setup on your site to track when someone downloads a PDF and that download s goal value is set to £10. You will only see 1 goal per visit regardless to how many downloads the user made
    • 85. But if you tracked these downloads using ecommerce tracking, you will see as many transactions as there were downloads.
  • 86.
  • 87.
  • 88.
  • 89. How people are getting to my site
    Conclusions
    How people are finding my site
    What they are looking at
    Who’s donating
    And why some people aren’t donating
  • 90. Thank you
    Questions
    Any questions?