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Web Analytics and Wordpress - Wordcamp Chicago 2011

Web Analytics and Wordpress - Wordcamp Chicago 2011



Presentation from 7/30 at the 2011 Wordcamp Chicago Conference...

Presentation from 7/30 at the 2011 Wordcamp Chicago Conference

Web Analytics is a critical tool for discovering opportunities for growth and determining the success of your WordPress blog/website

This session will explore:

*Why you should use Web Analytics.

*What you should be measuring, what is important, what is not

*Using leading web analytics solutions with WordPress (free, open source and enterprise solutions)

*WordPress plugins for getting the most out of analytics as well as streamlining installation and setup on your site



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    Web Analytics and Wordpress - Wordcamp Chicago 2011 Web Analytics and Wordpress - Wordcamp Chicago 2011 Presentation Transcript

    • Web Analytics and Wordpress Understanding your Wordpress site stats and more about your visitors Chris King – Senior SEO & Analytics Strategist, designory. Blog: http://chrisking.info Twitter: @fendmark
    • Wordpress & Web Analytics
      • What is Web Analytics?
      • Selecting Web analytics software
      • Analytics setup and implementation
      • Using analytics to grow your business
    • My Flooded Basement
    • What is Web Analytics?
      • “ Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.” Web Analytics Association
      • Web analytics serves two main purposes
        • Identifies growth opportunities
        • Demonstrates the value of your site
    • The most powerful combination in Online Marketing
    • Selecting a web analytics tool
    • Proper web analytics setup is critical
      • Tag everything
      • Set and validate conversion tracking
      • Flash and rich media typically require custom tagging
      • Specify channel tracking strategy
      • Don’t forget:
      • Garbage In, Garbage Out
    • Web Analytics Plugins for Wordpress
      • Just edit the header.php file in your theme and place analytics snippet just before the closing </head> tag and custom tag more advanced elements as needed
    • Two Great GA plugins
      • Google Analytics for Wordpress (Joost De Valk)
      • http://wordpress.org/extend/plugins/google-analytics-for-wordpress
      • Google Analytics Dashboard (Carson McDonald)
      • http://wordpress.org/extend/plugins/google-analytics-dashboard/
    • Setup on Theme Frameworks
      • Thesis
      • Genesis
      Theme settings > Header/Footer Scripts Admin Panel > Appearance > Thesis Options
    • Use Analytics to grow your business
    • But please don’t be this guy How many hits did we get today?
    • Analytics reporting is worthless unless you take action
      • Spend less time on reports
      • Focus on what matters
      • Use analytics to drive site improvements
    • Identify 2 main goals for your site
      • Select top Key Performance Indicators or (KPIs)
      • What do you consider an indicator of success?
        • Email Newsletter Subscription
        • Clicks on ads/Banner Impressions
        • Product sale
        • Whitepaper download
        • Phone call
        • Lead generation form completion
        • Store locator visit
    • Web Analytics Continuous Improvement Process
    • What is your conversion rate?
      • Desired Outcomes / Visits
    • But.. conversion rate is only part of the whole picture The 1-3% who fill out a lead generation form, make a purchase…. Everyone Else
    • Types of reports you should be pulling regularly
      • Don’t look at any one metric alone, compare it to other data points to get context
      • Top Entry Pages
      • Top Exit Pages
      • Conversion Funnel
      • Top Search Keywords (paid/natural)
      • Clickmap/In-Page Analytics
      • Bounce Rate Analysis
      • Top Referrers
      • Top Onsite Search Terms
    • Use Google In-Page Analytics See exactly where visitors are clicking on your Wordpress site
    • Integrate your Adsense account with Google Analytics Track Ad Clicks and Revenue Generated by Keyword
    • Track Wordpress Search in GA
      • In profile settings add an “s” to query parameter
    • Split A/B and Multivariate testing Multivariate Testing Split A/B testing
    • Web Analytics Reporting
      • A comprehensive web analytics program will include:
        • Monthly or Weekly top level reporting dashboard
        • Regular review of analytics trends
        • Monthly proactive reporting
    • A Few Great Analytics Resources
      • http://www.webanalyticsdemystified.com
      • http://www.kaushik.net/avinash
      • http://www.grokdotcom.com
      • http://visualrevenue.com/blog
      • http://analytics.blogspot.com
    • Summary
      • Make sure your analytics software is setup properly and tag everything
      • Select two main goals to measure on your Wordpress site
      • Web analytics is completely useless unless you are taking action on your findings
    • Thank You Very Much
      • Chris King
      • Senior SEO & Analytics Strategist
      • [email_address]
      • Twitter: @fendmark
      • Blog: http://chrisking.info