Part3 Analytics


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Part3 Analytics

  1. 1. Google Analytics
  2. 2. What is Web Analytics? Insights into how visitors find your website, how they navigate through it & if they convert Acquire Navigate Funnel Convert
  3. 3. Providing Answers to Difficult Questions How are users engaging with my site? How can I make my marketing campaigns more effective & accountable? Am I creating effective content? Where and why are visitors abandoning my shopping cart? How do I improve site interaction? Google Analytics: Free, Quick to Install, Easy to Use
  4. 4. Google Analytics Overview Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI Benefits for Marketers • Understand how visitors engage with your site • Compare performance of all marketing efforts from emails to keywords to offline campaigns • Integrated with AdWords but also tracks non-Google campaigns • Identify areas for site improvement • Pinpoint breakdowns in conversion processes • Track e-commerce metrics, such as revenue, average order value, and conversion rates
  5. 5. Tools for Each Step in the Marketing Process 1 Drive 2 Measure 3 Test Website Optimizer Fisher Price toys Monitor macro-level trends Test different creative to Traffic from variety of marketing improve on-site conversions campaigns Track visitor behavior on your own site & assess campaign effectiveness
  6. 6. Utility for an Entire Organization • Track ROI on all online initiatives from a single report Executives • Identify long-term trends in online marketing programs • Capture the most conversions at the lowest possible cost Marketers • Target high return regional markets and market segments • Test various advertising creative for each of your campaigns • Demonstrate the value of your site usability improvements Webmasters • Show how your site design decisions improve website ROI • Identify web design parameters like visitor connection speeds and browser types
  7. 7. Key Features • Easy to set-up and start gathering actionable data • Powerful reporting includes: – Advanced Segmentation – Custom Reporting – Motion Charts – Defined Funnel Navigations – Geo-Location Report – CPC vs. Organic Report – Keyword Considerations – Campaign ROI • Free!
  8. 8. Key Features View all of your Marketing campaigns within Analytics: • Automatically integrated with AdWords • Track other online campaigns using URL Builder • Use Geo Location reports to help measure offline campaigns
  9. 9. How It Works Report Data Secure Google Servers
  10. 10. Reporting
  11. 11. Dashboard • Customizable • Drag and drop reports to edit layout • Email individual reports or schedule regular updates • Export data to PDF and XML
  12. 12. Report Interface Report Navigation Export Options and Link to Help Email Reports Set-up Center Calendar Options/Date Slider Scheduled Email Settings Help Links
  13. 13. Report Structure 5 Main Navigation Categories: • Visitors – Visitor information such as loyalty, language, and location • Traffic Sources – Natural and paid sources of traffic, includes AdWords reports • Content – Pageview information • Goals – Conversion rates and goal paths • Ecommerce (if enabled) – Commerce tracking, visitor loyalty, revenue sources, and product-specific information
  14. 14. Site Content • Learn where users are going on your site and how long they are staying there • View trends for every page • Segment the page data to see greater detail
  15. 15. Geography & Location • See which countries, regions and cities are driving traffic to your site • Compare visitors from different areas • Learn how they differ by conversion and value
  16. 16. Site Design • Understand how your users are accessing the internet • Leverage this knowledge to optimize your site and content
  17. 17. Traffic Sources Understand the origins of your site’s traffic
  18. 18. Traffic Compare quality of traffic coming to your site Key stats for each site Drill-down for more detail
  19. 19. Email Reports • Schedule reports to be delivered via Email • Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
  20. 20. Goals & Navigation
  21. 21. Track All Goals/Conversions Potential Goals: • E-Commerce • Lead Generation • Brand & Product Awareness • Member Acquisition Purchases Downloads Registration
  22. 22. Goal Reporting Analyze conversion data over time on macro or micro levels
  23. 23. Convert Visitors to Customers Your visitors 1 Product Information Eliminate bottlenecks in 2 Shopping Cart your conversion process 3 Checkout Pinpoint where you lose visitors and duplicate successful paths 4 Thank You Page Your Customers
  24. 24. Funnel Reporting Entering the funnel Leaving the funnel Defined goal • Examine where visitors enter and exit your conversion process • Identify which site paths lead to the most goal completions • Use your findings to test changes to your site
  25. 25. Example Funnel Visualization Onlineshop Too many Funnel Too many Funnel Steps! Steps! Zero Entrances to Conversion Rate Conversion Rate Zero Entrances to could be Login page Login page could be improved! improved! Less than 10% who visited the Shopping Cart really finished the transaction!
  26. 26. Navigation Analyze how traffic moves through your site from entrance through goal completion
  27. 27. Optimizing Marketing Campaigns
  28. 28. Analyze All Marketing Campaigns Search Marketing Banner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site SEO, Referrals, Affiliate Programs & Offline
  29. 29. Evaluate Your Campaigns • See which marketing strategies are most effective • Analyze performance at the keyword level • Evaluate your ROI based on goal values you have defined
  30. 30. Leverage Organic Search • Discover what users search for to reach your site • Identify organic keywords that convert but are not included in your current marketing campaigns • Start bidding on new keywords
  31. 31. Understand AdWords Performance • See click and cost data directly from AdWords • Compare spend against conversions • Analyze click and cost trends over time
  32. 32. Keyword Analysis
  33. 33. Keyword Position Report • Pinpoint which keyword positions are most effective • Use position preference in AdWords to bid for those positions
  34. 34. What is new?
  35. 35. Advanced Segmentation • Isolate and analyze subsets of your traffic post-data capture • Compare segments and key performance metrics side by side • Analyze your traffic with predefined or customized segments
  36. 36. Custom Reporting • Create, save, and share reports that are important to your business • Simply drag-and-drop dimensions and metrics for customized reports
  37. 37. Motion Charts • Visualize data in four different dimensions and see how they change over time • Quickly and easily uncover trends, anomalies, and seasonal changes
  38. 38. Account Management Interface • Login dashboard overview with KPIs help users monitor accounts • New navigation & interface helps users easily find and move between accounts & profiles • Find account / profile box quickly locates desired account among many
  39. 39. Analytics Data Export API • Users can develop client applications to view Analytics data in the form of Google Data API feeds • Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis
  40. 40. AdSense Integration in Analytics • Gain deeper insight into your site's traffic & monetization metrics with data unavailable in AdSense alone • Find out which pages generate the most revenue, which referrers send the highest monetizing traffic, and how these and other metrics trend over time • Optimize site content and user experience with more detailed visitor information with ability to segment AdSense data by city, browser, OS, etc.
  41. 41. Internal Site Search • Understand how your users are searching on your site • Leverage this knowledge to optimize your site content and keyword campaigns
  42. 42. Multi-Line Graphs Compare your metrics from within the same graph
  43. 43. Integration
  44. 44. Create a New Account Sign up for an account at or via the Analytics tab in your AdWords account Analytics tab in AdWords
  45. 45. Google Analytics Tracking Code After submitting your contact information, you will be provided with the Google Analytics tracking code to add to your site <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "' type='text/javascript'%3E%3C/script%3E")); </script> Google <script type="text/javascript"> Analytics var pageTracker = _gat._getTracker("UA-12345-1"); pageTracker._initData(); Tracking pageTracker._trackPageview(); Code </script> <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-12345-1"); pageTracker._initData(); pageTracker._trackPageview(); </script>
  46. 46. Installing the JavaScript Sample Web Page HTML <html> • Copy the JavaScript code generated when setting up your account and paste the code <head> segment into the bottom of your page’s Information about this page goes here content </head> • This code should be placed on every page of <body> your site that you want to track The displayed content goes here • Paste before the closing </body> tag of each Google Analytics Code page </body> </html> <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-12345-1"); pageTracker._initData(); pageTracker._trackPageview(); </script>
  47. 47. Linking AdWords to Analytics • Link AdWords to Analytics to get advanced reporting • Use the same Google Account for Analytics and AdWords • The AdWords login will need administrator privileges in Analytics to link the accounts To link accounts, go to the Analytics tab within your AdWords Account
  48. 48. Adwords Integration Automatically import AdWords cost data Instant view of ROI on AdWords spend Identify best / worst performing keywords
  49. 49. Initial Screen Analytics Reports Configuration: Goals, Remove Profiles Filters, Users Analytics Accounts Drop-down Add Profiles User Permissions Apply Filters
  50. 50. Website Optimizer
  51. 51. How do you decide what people see after they click? HiPPO: “I went to business school, add these 10 bullets and this 2X2 matrix to the page.” Creative Genius: I went to design school, remove all those bullets and numbers and just leave the YouTube video
  52. 52. Who should design your website? IT Agency Your Website Visitors! Webmaster Director Marketing Your client’s website may have many internal stakeholders It should be focused primarily on conversions!
  53. 53. This Is What Our Advertiser Told Us I know the problem areas of my website but I don't know what to do about them. I have a low conversion rate but don’t know how to improve it I want to test out different marketing messages but I I want to improve my don’t know how website but the only solutions available are expensive 3rd party products or consulting services
  54. 54. Website Optimizer – What it does Test different variations of a page to see which version is most effective at achieving results. 1/3 visitors See what variation 14% Add to Cart is most effective at getting results Visitors arrive at your site 1/3 visitors 8% Add to Cart 1/3 visitors 25% Add to Cart Winning Combo You test different variations of a particular webpage
  55. 55. Website Optimizer Product Overview Google’s Website Optimizer helps advertisers test what combination of site WHAT content drives the most conversions. Website Optimizer is designed to help online marketers convert more visitors WHY into customers Once your account has been activated, you can find this feature via the HOW “Website Optimizer” link under the “Campaign Management” tab or from within the Tools page.
  56. 56. Website Optimization - why is it important? •Visitors spend an average of 8 seconds before deciding whether or not to remain on a website •Search engines and AdWords drive traffic to your website and analytics solutions help to gather data and identify problems in your conversion path, but none of them can help drive the visitor beyond the landing page •Website Optimizer helps you convert these visitors into buyers by increasing conversions, and subsequently, your ROI Website Optimization is a key step in increasing ROI
  57. 57. Website Optimization - why is it important? Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind Before Free Site Testing After Free Site Testing People who arrive on your site = 10,000 People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who do not bounce (65%) = 6,500 People who convert (2%) = 120 People who convert (3%) = 195 Value of sale to you = €57 Value of sale to you = €57 Total Return = €6.840 Total Return = €11.115 Evolve faster than your competition by testing
  58. 58. Test any “Section” of Your Page Test aaheadline Test headline Test an image Test an image ? A “section” is any area of ? your page where you’d like to test alternative copy or creative
  59. 59. A/B Split or Multivariate Testing?
  60. 60. Test Multiple Sections and Combinations
  61. 61. Test Multiple Sections and Combinations
  62. 62. Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  63. 63. What to test? Headline Image Call to Action Layout Testimonials Copy Embedded video Long/Short Big picture/Small picture
  64. 64. Detailed Graphical Reporting • Reports are available in two formats Combinations Tab shows how each combination affects overall conversions Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs
  65. 65. Combinations Tab Combination 57 is Combination 57 is performing the best performing the best Bars represent relative Bars represent relative improvement improvement Original is highlighted Original is highlighted here here
  66. 66. Page Sections Tab Variation 33is the best Variation is the best performing individual performing individual variation in Section 33 variation in Section Section 33strongly Section strongly influences conversions influences conversions Variations 1-3 show Variations 1-3 show promise but the overall promise but the overall section contributes little to section contributes little to conversions conversions
  67. 67. Website Optimizer Product Benefits • Free multivariate testing application • Marketers have full control over the testing and creatives • Intuitive, self-service application does not require consulting or professional services to implement • No limit on incoming site traffic • Works with all analytics solutions and all site traffic, not just AdWords traffic • Tests can be run simultaneously on multiple pages displaying the same section of content • Tests can have non-page-based conversion events (click on add to cart button) • Tests can have up to 10,000 combinations • Marketers can copy an old test to continuously optimize a page by trying new variations without retagging • Integrated directly into AdWords • Provides detailed graphical reports
  68. 68. It’s Easier Than you Think to Start Click the Website Optimizer link from your AdWords account Or log in from: with the same email you use for AW, Gmail, etc.
  69. 69. Straightforward Setup Process Step 1: Identify pages you want to test Step 2: Add tags to experiment pages (might require technical help from a Webmaster) Step 3: Enter your different marketing messages and creatives Step 4: Launch
  70. 70. A/B Split Testing Website Optimizer makes it easy for you to start testing quickly with our A/B experiment creation tool. Ideal for: • First time testers • Low traffic pages • High traffic pages Version A Version B
  71. 71. Step 1: Specify Your Pages + Tagging Andale Bikes Landing Page Test
  72. 72. Step 2: Preview and Launch Your Experiment
  73. 73. See Intuitive Reports of your Results
  74. 74. Trial with GMail
  75. 75. Results from Gmail Trail
  76. 76. Some Best Practices Test a small number of variations – Rule of thumb is ~100 conversions per combination – Combinations = (# Variations in Section 1) * (# Variations in Section 2)… Test big changes – If you can’t see difference between two combos in 8 seconds, visitors probably won’t either Consider early indicators if you don’t have enough conversions – E.g. if you’re selling a $100k software package or a small business with modest volume, optimize for conversion indicators such as request info, view product details, remain on page features page >5 seconds. Don’t jump to conclusions – Less than 2 weeks is no good, focus on absolute conversion difference, don’t get too excited by a sliver of green, yellow or red
  77. 77. Web’s Most Popular Testing Platform Benefits Features Free A/B Split Testing Easy to use Multivariate Testing Backed by Google Follow Up Testing Increases in conversion rate Works with ALL traffic >20% not uncommon Statistical Analysis Discussion groups, tutorials, Platform Independent consultant network Quarterly feature updates 77
  78. 78. Summary • If you only remember one thing…. Google Confidential and Proprietary 78
  79. 79. If you remember only one thing…
  80. 80. Q&A