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Google Analytics - 10 Tips to Measure Your Website Effectiveness
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Google Analytics - 10 Tips to Measure Your Website Effectiveness

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Google Analytics - 10 Tips to Measure Your Website Effectiveness Google Analytics - 10 Tips to Measure Your Website Effectiveness Presentation Transcript

  • 10 WAYS to analyzeYour Website Traffic
  • Email: mloban@infotrustllc.comLinkedIN: linkedin.com/in/mlobanTwitter: @iwanttobesocialFacebook facebook.com/infotrustWebsite: infotrustllc.com 2
  • At InfoTrust, weAnalyze, Increase & Convert Web TrafficBuild Sites, Blogs, Portals & Applications Help Organizations Become Social Integrate and Customize SalesForce 5
  • expectations? 6
  • GA – The Basics52% of enterprise companies using freeWA solutions like GA fail to effectively usemore than half of the tools capabilities.71% of enterprises surveyed said WA dataplays a significant role in driving decisions. 8
  • GA Dashboard Integrated Digital MarketingDigital Marketing and Social Media Education Social Media and Viral Marketing www.infotrustllc.com 513-373-4216 info@infotrustllc.com
  • 1. Visitors• Map Overlay (Product Reseller)• New vs. Returning (Hosting Company)• Languages (Global Chemical Manufacturer)• Mobile (University Application)• Browser Capabilities (Dealership)
  • 1. Visitors
  • 2. Traffic Sources• Direct Traffic – Brand Awareness• Referring Traffic (Hosting Company, Manufacturer)• Search Engines• AdWords (Health Insurance)• Keywords (Everyone)
  • 2. Traffic Sources
  • 3. Content• In Page Analytics (Dealership)• Navigation Summary (University)• Content Drilldown (Health Insurance)• Top Landing Pages (Dealership)• Top Exit Pages (Everyone)• Site Search (Non-Profit)
  • 3. Content
  • 3. Content
  • 4. Goals• Goals (Health Insurance)• Funnels (Health Insurance)• Conversions (Health Insurance, Dealership)
  • 4. Goals
  • Exercise Copyright © 2010 InfoTrust, LLC 20
  • What do we wantour website to accomplish?
  • Analytics• Educate (read, subscribe)• Sell• Acquire leads (contact-us forms)• Form a relationship (newsletter, updates, RSS)• Engage (share, like, comment)
  • Who isour audience?
  • Analytics• Map Overlay• Search Keywords• Landing Pages• Sources of Traffic• Languages• TRENDS
  • Why are theyon our website?
  • Measurement
  • Measurement 26% increase in sales within 6 months.
  • Analytics• Navigation Analysis• Top Content• Underperforming content (Health Insurance)• Internal Search (Foundation)• Search Keywords• Survey – JUST ASK
  • Navigation
  • Wheredo they come from?
  • When Swanson improved their visibility of its product pagesreviews, they became more accessible to search engines. Theresult was a 163% increase in search engine traffic to productpages.Blogs, Twitter, online video and communities all boost searchperformance, because the links and changes in these siteshelp Google.
  • Analytics• Traffic Sources (Hosting Company)• Source Determines Intent• Advanced Segmentation – Social networks vs. – AdWords vs. – SEO vs. – Blog Marketing vs. – Display Advertising• Time Comparison
  • Traffic Sources• Traffic Sources (Hosting Company)• Source determines intent
  • Segmentation
  • Howdo they use my website?
  • Analytics• Top exit pages• Completed conversions• In-Page Analytics• Segmentation (Dealership)• Conversion Funnels
  • In-Page Analytics
  • Top Exit Pages
  • Andthen what?
  • Analytics• Conversions• Bounce Rates Goal Value
  • Value of a Customer andLong Term Customer Value
  • Short Term Metrics vs.Long Term Metrics
  • Measurement Directly FinancialShort Term Long Term Indirectly Financial
  • 10. 10/90 Rule “10% of budget should be spent on tools, and 90% spent on a smart analyst” Avinash Kaushik,Analytics Evangelist for Google
  • What HaveWe Learned? Copyright © 2010 InfoTrust, LLC 57
  • DO THINGS THE RIGHT WAY:Website Analytics Assessment – Internal Review – – External Assessment – – Prioritized List of Improvements – – Actionable Marketing Strategy – – 30/60 Day Plan – 513-373-4216