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Google analytics report online roi isd

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  • 1. Ice Sculpture Designs Google Analytics Report August 1, 2008 – December 15, 2008 Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. Improve your website return on investment, increase conversions, and make more money on the web. Google Analytics tracks visitors through your site, and will keep track of the performance of your marketing campaigns - whether theyre AdWords campaigns, email campaigns, or any other advertising program. With this information, youll know which keywords are really working, which content is most effective, where your visitors are dropping off during the conversion process and more. Dont be fooled by the fact that this functionality is available to you for free - Google Analytics is a full-featured, powerful analytics package.Presented by PHANTOM POWER PRODUCTIONS
  • 2. Table of Contents Dashboard . . . . 3 Visitors . . . . . 10 Traffic Sources . . . . 17 AdWords Campaigns . . . 22 Content . . . . . 26 Bounce Rate . . . . 32 Goal Conversions . . . . 38 Appendix A: Visits for All Visitors . . 49 Appendix B: Absolute Unique Visitors . . 55 Appendix C: Pageviews For All Visitors . . 61 Appendix D: Average Pageviews For All Visitors . 67 Appendix E: Time On Site For All Visitors . 73Presented by PHANTOM POWER PRODUCTIONS 2
  • 3. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 Dashboard The Dashboard serves as a key performance indicator (KPI) display as well as a brief run-down of the top-level reports available through Google Analytics.Presented by PHANTOM POWER PRODUCTIONS 3
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  • 10. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 By analyzing your Daily Visitor Reports we can easily measure the effectiveness of your email drip campaigns. Visitors How many people came to your site and how extensively did they interact with your content? This traffic overview allows you to drill down and view the characteristics of different visitor segments and examine the different factors that make up visit quality (i.e. average pageviews, time on site, and bounce rate). Daily Reports Visits for All Visitors Appendix A Absolute Unique Visitors Appendix B Pageviews For All Visitors Appendix C Average Pageviews For All Visitors Appendix D Time On Site For All Visitors Appendix EPresented by PHANTOM POWER PRODUCTIONS 10
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  • 13. TIPS: One way to enhance visitor loyalty is to know exactly what kind of content your users want to see. Your portfolio page scores very high and proves useful to visitors, I recommend incorporating more information about how resellers can improve their bottom line by incorporating ice. Unbranded printable literature downloads which boast the resellers ability to offer “turn-key” solutions. Particularly since you are willing to close the sale on their behalf, the markup potential is 200-300%... bring this to visitors’ attention! Additional considerations include:• Speak to Communicate! Provide an audio message right on your homepage, with visitor start and stop controls. Offer a podcast to verbally communicate ideas to your B:B prospects offline. Feature a Fear No Ice exhibition video.• Introduce a customer loyalty program to build base and repeat purchases. Create communication synergy by partnering with other online businesses. Add a “refer-a-friend” link on every page to encourage viral marketing.• Move your primary call to action above the fold and revisit bounce reports and goal conversions for these pages. Presented by PHANTOM POWER PRODUCTIONS 13
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  • 15. Attracting visitors to your website can be quite challenging. The bigger challenge is often the ability to retain those visitors once they find your website. Ultimately, the length of visit metric depends on your business goals, however you want to ensure that your target audience will not leave your site before they explore what you have to offer. TIPS: The basics dictate you determine the wants and needs of your target audience. As a business owner, you will be targeting a specific segment of the market. You created products or services to meet the needs of consumers in that market niche. Highlight the most popular products and services you have to offer on the first page of your website. Additional considerations include:• Your site should be aesthetically pleasing to your intended audience• Make it easy for visitors to your website to access your company history. Provide a detailed description of your business. Offer information about the length of time you have been in business, your experience, an overview of your mission statement and any other pertinent information. The information you provide will give potential customers the opportunity to learn so that they can feel more comfortable doing business with you.• Offer sales and promotions that you can advertise on your website as often as possible and to encourage visitors to place an order. You can also offer special promotions for first time customers to create an opportunity for new customers to save money. Make your sales offers easy for any visitors to see upon arriving on your website.• Give visitors a reason to stick around when they find your website and a reason to visit your site in the future. Provide articles that would be of interest to your target audience. Offer news and updates directly from your site. Find downloads that you can offer for free. Find something to give your visitors even if they are not yet a paying customer. Presented by PHANTOM POWER PRODUCTIONS 15
  • 16. The value of the Depth of Visit can be difficult to gauge and, as with the Length of Visitmetric, depends on your own goals. For example, if youve put a lot of effort writing manypages of information about a topic, youll likely want all visitors, ideally speaking, to visitevery page.Im hazarding a guess, though, that more than 3 pages in a single session is a lot for mostpeople, unless they are doing research. The reality is that with attention spans being whatthey are, most people wont visit an entire website all at once. However, they may comeback at some later date to view the remaining web pages.So a metric like Depth of Visit has to be paired with a more thorough analysis of eachvisitor over time. Tracking every unique page each visitor has viewed is a more valuablemetric, but requires a fairly thorough analysis that only specialized web analyticspackages offer. You are getting a lot of search engine traffic (73.80%) with little inthe way of visitor loyalty… an assumption can be made that your visitors arefinding what they want on the page they landed on. Presented by PHANTOM POWER PRODUCTIONS 16
  • 17. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 Traffic Sources This report provides an overview of the different kinds of sources that send traffic to your site. The graph shows traffic trends; the pie-chart and tables show the traffic sources driving the trends. "Direct Traffic" is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser. "Referring Sites" shows visits from people who clicked to your site from another site. "Search Engines" shows visits from people who clicked to your site from a search engine result page.Presented by PHANTOM POWER PRODUCTIONS 17
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  • 20. Good News!Your % New Visits is 4.5% above average. If you look at your % New Visits for referringsites, you will see that your online advertising campaigns are working best at these topten sources.TIPS:Stick with these top ten advertisers as you begin to make budget cuts. Since we canassume your Conversion Goal to “lead” does not take a long time on the site or manypages/visit, work backwards maintaining these ten, then eliminate those that deliver theleast amount of New Visitors. Presented by PHANTOM POWER PRODUCTIONS 20
  • 21. Good News!You are performing above average across all site usage statistics when it comes toreferring search engines. You currently have PPC campaigns employed through Google,and more recently through Yahoo! Your % New Visitors through Google is 2+ pointsabove average and after your Yahoo! campaign is maximized your metric there will likelygrow. Presented by PHANTOM POWER PRODUCTIONS 21
  • 22. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 AdWords Campaign How do the people referred from your AdWords Campaigns compare to the "average" visitor to your site? This report includes all visits from the AdWords campaigns managed by MyAdwordsExpert.com. Campaign performance can be a useful high-level view of the effectiveness of PPC marketing spend.Presented by PHANTOM POWER PRODUCTIONS 22
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  • 25. Your PPC campaigns are performing well, you can also maximize use of keywords to optimize your web content and increase your already impressive organic search engine rankings. Watch for over saturation… Google doesnt’ t like that! TIPS: Search engines remain the best method of getting quality, targeted traffic to your website. The above shows you what keywords people are using to find you via Google. You can boost your websites search engine ranking, you have to remember keywords!• Keyword phrases must be included in your website title, the first paragraph of text, and one or more headings on the page. Many include the keyword in the meta tags, though these do not carry as much weight as they used to. Including keywords that closely target the topic of your site is vital to search engine ranking.• Keywords should not only be used on your own website, however. They are equally important in link building… When getting backlinks to your website, consider keyword anchor text and the rank of the other website. Presented by PHANTOM POWER PRODUCTIONS 25
  • 26. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 Content This report provides an overview of pageview volume and lists the pages (Top Content) that were most responsible for driving pageviews. Entrance Points allows you to monitor the bounce rates for your most important landing pages. Consider redesigning any of the pages listed here that have a high bounce rate.
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  • 28. TIPS: Your portfolio pageviews and homepage pageviews are the highest viewed pages on your website. Third is contact, which is good positioning for your goal conversion page.• Consider “weddings” positioning as #4, this shows your site is acting well as a B:C mechanism.• Consider “resellers” in the 10th position, this shows there is room for improvement for your B:B offerings, which is your highest revenue driver! Get creative about driving people to this page from more highly viewed pages (“portfolio” and homepage) consider advertising outlets appropriate for resellers and link directly to this page maximize keywords for this target audience to enhance search engine rankings of this page Presented by PHANTOM POWER PRODUCTIONS 28
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  • 30. TIPS: Use the same tips and considerations for increasing your B:B content pages asproposed on page 28. Presented by PHANTOM POWER PRODUCTIONS 30
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  • 32. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 Bounce Rate Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that site entrance (landing) pages arent relevant to your visitors. You can minimize Bounce Rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy. As is the case with Page Depth metrics, it is also possible users are finding exactly what they need on the landing page.Presented by PHANTOM POWER PRODUCTIONS 32
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  • 38. Ice Sculpture DesignsGoogle Analytics ReportAugust 1, 2008 – December 15, 2008 Goal Conversions For non-ecommerce sites, goal conversions are the primary metric for assessing how well a site fulfills business objectives. This report identifies the conversion trends for the goal of “Lead.” How do visitors actually arrive at your goals? This Reverse Goal Path report lists the navigation paths to “Lead” and shows the number of conversions that each path represents. This report is different from the Total Conversions report because it shows the different navigation paths that were used to reach the goal.Presented by PHANTOM POWER PRODUCTIONS 38
  • 39. Landing page optimization takes time. There are a number of strategies you can take, both simplistic and technical, which you can employ to increase conversion rates. *Pinnacle Media can consult on these items. TIPS:• Adjust your landing page colors around your forms, products, or whatever your trying to drive attention to.• Create compelling page titles that will draw the user’s attention. This helps with SEO too. For example if your offering something for free why not put it into your title.• The smallest changes to content writing around your products can have a huge effect on your conversions. You should focus on writing something creative that is geared right around your product or form. The idea is to capture their mind and get them to move into a positive direction with your services.• A / B Testing*• Multi-Variate* Presented by PHANTOM POWER PRODUCTIONS 39
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  • 49. Appendix A Visits For All VisitorsPresented by PHANTOM POWER PRODUCTIONS 49
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  • 55. Appendix B Absolute Unique VisitorsPresented by PHANTOM POWER PRODUCTIONS 55
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  • 61. Appendix C Pageviews For All VisitorsPresented by PHANTOM POWER PRODUCTIONS 61
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  • 67. Appendix DAverage Pageviews For All VisitorsPresented by PHANTOM POWER PRODUCTIONS 67
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  • 73. Appendix E Time On Site For All VisitorsPresented by PHANTOM POWER PRODUCTIONS 73
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