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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*J...
Web Analytics in 2012•       Set meaningful goals•       Take baby steps•       Group effort, be loud•       Connect with ...
Web Analytics in 2012• Support at least two non-profit  organizations in making better online  marketing decisions• Releas...
Web Analytics in 2012• More testing, more experimentation• Develop combined measure of brand  awareness and improved web m...
Web Analytics in 2012• Properties that we analyze:  –   Websites / Blogs  –   Social Media  –   Email / Newsletters  –   S...
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...
Metrics to use in 2012Engagement Metrics:Definitions• Bounce Rate = the % of single-page visits or visits in which  the pe...
Metrics to use in 2012Engagement Metrics:• Does your site interest users?• “Pogo-sticking” between web pages and search en...
Metrics to use in 2012Engagement Metrics (Bounce Rate, Pages/Visit, Time on Site):                  #TXCHANGE             ...
Metrics to use in 2012Engagement Metrics (Bounce Rate, Pages/Visit, Time on Page):•   Why does that page have a high bounc...
Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics      ...
Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to AnalyticsLandin...
Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to AnalyticsLandin...
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 impr...
Metrics to use in 2012Landing Page Click-through Rate (CTR):•   Update meta title and meta description based on popular se...
Metrics to use in 2012Site Search:•   Allows visitors to search within your website•   Provides insight into what users ar...
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 mea...
Metrics to use in 2012Site Search:What are people searching for?Take note if the same keyword is being searched forrepeate...
Metrics to use in 2012Site Search:What pages are users searching from most?If users are initiating the search from an inte...
Metrics to use in 2012Site Search:What do they do after they search?If users are leaving your website, it may indicate the...
Metrics to use in 2012Goals:Examples:•   Purchase•   Lead (contact form, email sign-up)•   Download of PDF (white paper,  ...
Metrics to use in 2012Goals:         You can find goal data across many reports in Analytics.                     #TXCHANG...
Metrics to use in 2012Goals:•   See what countries, regions, and cities lead to the most goals – target these    through P...
Metrics to use in 2012Page Load Time:•   Ranking factor for Google•   Introduced as a report within Analytics in November ...
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/                  ...
THANK YOUElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com           ...
Q&AElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com                 ...
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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.

www.thenetimpact.com/analytics

Published in: Technology, Business
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Transcript of "Google Analytics Resolutions 2012"

  1. 1. Web Analytics Resolutions “5 Metrics to Track in 2012” #TXCHANGE
  2. 2. #TXCHANGE 2
  3. 3. MARCH 27th, 2012 #TXCHANGE 3
  4. 4. Please take the Analytics Survey!#TXCHANGE 4
  5. 5. Web Analytics Resolutions “5 Metrics to Track in 2012” #TXCHANGE
  6. 6. What do the PROS have in mind for 2012? #TXCHANGE 6
  7. 7. Web Analytics in 2012• Proactive, not reactive• Outward, not inward• Windshield and rear-view• Share*June Dershewitz on Web Analytics @jdersh #TXCHANGE 7
  8. 8. 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
  9. 9. 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
  10. 10. Web Analytics in 2012• More testing, more experimentation• Develop combined measure of brand awareness and improved web metrics 10 #TXCHANGE
  11. 11. Web Analytics in 2012• Properties that we analyze: – Websites / Blogs – Social Media – Email / Newsletters – Search Engine Rankings – And more… 11 #TXCHANGE
  12. 12. Metrics to use in 2012 #TXCHANGE 12
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Metrics to use in 2012Engagement Metrics (Bounce Rate, Pages/Visit, Time on Site): #TXCHANGE 16
  17. 17. 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
  18. 18. Metrics to use in 2012Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics 18 #TXCHANGE
  19. 19. 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
  20. 20. 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
  21. 21. Metrics to use in 2012Landing Page Click-Through-Rate (CTR): #TXCHANGE 21
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Metrics to use in 2012Site Search: #TXCHANGE 25
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Metrics to use in 2012Goals: You can find goal data across many reports in Analytics. #TXCHANGE 31
  32. 32. 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
  33. 33. 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
  34. 34. Metrics to use in 2012Page Load Time: #TXCHANGE 34
  35. 35. Metrics to use in 2012Page Load Time:• Google Webmaster Tools 35 #TXCHANGE
  36. 36. Metrics to use in 2012Page Load Time:• Google page speed tool - https://developers.google.com/pagespeed/ 36 #TXCHANGE
  37. 37. THANK YOUElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com #TXCHANGE 37
  38. 38. Q&AElizabeth MaritzLiz.maritz@thenetimpact.com@mizzlizLauren WilliamsonLauren.williamson@thenetimpact.com #TXCHANGE 38
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