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Google Analytics Resolutions 2012
 

Google Analytics Resolutions 2012

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Google Analytics experts Lauren Williamson and Liz Maritz from The Net Impact (Web Marketing and Design) share their insights on the metrics that matter in 2012....

Google Analytics experts Lauren Williamson and Liz Maritz from The Net Impact (Web Marketing and Design) share their insights on the metrics that matter in 2012.

www.thenetimpact.com/analytics

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    Google Analytics Resolutions 2012 Google Analytics Resolutions 2012 Presentation Transcript

    • Web Analytics Resolutions “5 Metrics to Track in 2012” #TXCHANGE
    • #TXCHANGE 2
    • MARCH 27th, 2012 #TXCHANGE 3
    • Please take the Analytics Survey!#TXCHANGE 4
    • Web Analytics Resolutions “5 Metrics to Track in 2012” #TXCHANGE
    • What do the PROS have in mind for 2012? #TXCHANGE 6
    • Web Analytics in 2012• Proactive, not reactive• Outward, not inward• Windshield and rear-view• Share*June Dershewitz on Web Analytics @jdersh #TXCHANGE 7
    • Web Analytics in 2012• Set meaningful goals• Take baby steps• Group effort, be loud• Connect with Analytics-savvy people• Use your knowledge for good*e-nor.com’s Allaedin Ezzedin @allaedinezzedin #TXCHANGE 8
    • Web Analytics in 2012• Support at least two non-profit organizations in making better online marketing decisions• Release my first Analytics application• Run a marathon*e-nor.com’s Allaedin Ezzedin #TXCHANGE 9
    • Web Analytics in 2012• More testing, more experimentation• Develop combined measure of brand awareness and improved web metrics 10 #TXCHANGE
    • Web Analytics in 2012• Properties that we analyze: – Websites / Blogs – Social Media – Email / Newsletters – Search Engine Rankings – And more… 11 #TXCHANGE
    • Metrics to use in 2012 #TXCHANGE 12
    • Metrics to use in 20121.Engagement metrics (Bounce Rate, Pages/Visit, Time on Site)2.Landing page CTR3.Site search4.Goals5.Load speed #TXCHANGE 13
    • Metrics to use in 2012Engagement Metrics:Definitions• Bounce Rate = the % of single-page visits or visits in which the person left your site from the entrance page• Pages/Visit = average number of pages viewed per visit to your site• Time on Site = how long a visitor spent on a page 14 #TXCHANGE
    • Metrics to use in 2012Engagement Metrics:• Does your site interest users?• “Pogo-sticking” between web pages and search engine results pages• A “vote” for your website• Search engine algorithm updates focus on rewarding quality websites based on user experience• Measure quality through usage metrics – Do people spend a lot of time on your site? Are they browsing or leaving immediately? 15 #TXCHANGE
    • Metrics to use in 2012Engagement Metrics (Bounce Rate, Pages/Visit, Time on Site): #TXCHANGE 16
    • Metrics to use in 2012Engagement Metrics (Bounce Rate, Pages/Visit, Time on Page):• Why does that page have a high bounce rate and low pages/visit?• What sources bring visitors to that page?• Do keywords match content?• Layout optimization, ease of navigation• Call to action/next step• User testing, A/B testing• Load speed (more on that later) 17 #TXCHANGE
    • Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics 18 #TXCHANGE
    • Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to AnalyticsLanding Page CTR = clicks to your webpage from SERP /impressions of your website on SERP * 100 19 #TXCHANGE
    • Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to AnalyticsLanding Page CTR = clicks to your webpage from SERP /impressions of your website on SERP * 100Indicate whether users are clicking on your webpage linkcompared to others in the same search results 20 #TXCHANGE
    • Metrics to use in 2012Landing Page Click-Through-Rate (CTR): #TXCHANGE 21
    • Metrics to use in 2012Landing Page Click-through Rate (CTR):• Identify landing pages with good position and/or high impressions but low CTR• Make snippet more enticing to users• Snippet is what users see about your site on search results pages 22 #TXCHANGE
    • Metrics to use in 2012Landing Page Click-through Rate (CTR):• Update meta title and meta description based on popular search queries (which appear bolded)• Google may pull snippet from meta or content on page• Increased CTR can improve ranking 23 #TXCHANGE
    • Metrics to use in 2012Site Search:• Allows visitors to search within your website• Provides insight into what users are looking for and how they behave after they search• Enable site search tracking within Analytics 24 #TXCHANGE
    • Metrics to use in 2012Site Search: #TXCHANGE 25
    • Metrics to use in 2012Site Search:How many people are searching?If a large percentage of users are searching, it could meanthey are having trouble navigating your website.• Review navigation structure and usability of site• Consider user testing 26 #TXCHANGE
    • Metrics to use in 2012Site Search:What are people searching for?Take note if the same keyword is being searched forrepeatedly.• Consider featuring top products/articles/etc. on home page.• Examine navigation to determine if that information is easy to find 27 #TXCHANGE
    • Metrics to use in 2012Site Search:What pages are users searching from most?If users are initiating the search from an interior page, it mayindicate they are not finding what they are looking for on thatpage.• Feature that information more prominently from that page 28 #TXCHANGE
    • Metrics to use in 2012Site Search:What do they do after they search?If users are leaving your website, it may indicate they are notfinding what they are looking for.• Determine which searches have the highest exit rates and make sure those searches are returning the best results.• Make sure your search results page isnt a dead end. 29 #TXCHANGE
    • Metrics to use in 2012Goals:Examples:• Purchase• Lead (contact form, email sign-up)• Download of PDF (white paper, pricing guide, brochure, etc.)• Video interaction• Clicking an external link• Pages/visit• Time on site 30 #TXCHANGE
    • Metrics to use in 2012Goals: You can find goal data across many reports in Analytics. #TXCHANGE 31
    • Metrics to use in 2012Goals:• See what countries, regions, and cities lead to the most goals – target these through PPC, Facebook, etc.• See what traffic sources lead to the most goals, including organic keywords and optimize for those keywords• See what campaigns are leading to goals (email campaigns, social media, banner ads, etc.)• See what landing pages lead to conversions, use as a model for other pages, blog topics, etc. 32 #TXCHANGE
    • Metrics to use in 2012Page Load Time:• Ranking factor for Google• Introduced as a report within Analytics in November 2011• Slow load times can increase bounce rate• Slow low times lead to user dissatisfaction• Faster pages have been shown to increase conversion rates 33 #TXCHANGE
    • Metrics to use in 2012Page Load Time: #TXCHANGE 34
    • Metrics to use in 2012Page Load Time:• Google Webmaster Tools 35 #TXCHANGE
    • Metrics to use in 2012Page Load Time:• Google page speed tool - https://developers.google.com/pagespeed/ 36 #TXCHANGE
    • THANK YOUElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com #TXCHANGE 37
    • Q&AElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com #TXCHANGE 38