Web Analytics and Wordpress - Wordcamp Chicago 2011

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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

More in: Technology , Business
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Transcript

  • 1. 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
  • 2.  
  • 3. Wordpress & Web Analytics
    • What is Web Analytics?
    • Selecting Web analytics software
    • Analytics setup and implementation
    • Using analytics to grow your business
  • 4. My Flooded Basement
  • 5. 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
  • 6. The most powerful combination in Online Marketing
  • 7. Selecting a web analytics tool
  • 8. 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
  • 9. Web Analytics Plugins for Wordpress
    • YOU DON’T NEED THEM
    • 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
  • 10. 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/
  • 11. Setup on Theme Frameworks
    • Thesis
    • Genesis
    Theme settings > Header/Footer Scripts Admin Panel > Appearance > Thesis Options
  • 12. Use Analytics to grow your business
  • 13. But please don’t be this guy How many hits did we get today?
  • 14. Analytics reporting is worthless unless you take action
    • Spend less time on reports
    • Focus on what matters
    • Use analytics to drive site improvements
  • 15. 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
  • 16. Web Analytics Continuous Improvement Process
  • 17. What is your conversion rate?
    • Desired Outcomes / Visits
  • 18. 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
  • 19. 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
  • 20. Use Google In-Page Analytics See exactly where visitors are clicking on your Wordpress site
  • 21. Integrate your Adsense account with Google Analytics Track Ad Clicks and Revenue Generated by Keyword
  • 22. Track Wordpress Search in GA
    • In profile settings add an “s” to query parameter
  • 23. Split A/B and Multivariate testing Multivariate Testing Split A/B testing
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Thank You Very Much
    • Chris King
    • Senior SEO & Analytics Strategist
    • [email_address]
    • Twitter: @fendmark
    • Blog: http://chrisking.info