10 things to do and check in Google Analytics for Construction Companies
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10 things to do and check in Google Analytics for Construction Companies

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Presentation by Pritesh Patel of Pauley Creative for the CIMCIG Digital Marketing Conference in April 2013.

Presentation by Pritesh Patel of Pauley Creative for the CIMCIG Digital Marketing Conference in April 2013.

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    10 things to do and check in Google Analytics for Construction Companies 10 things to do and check in Google Analytics for Construction Companies Presentation Transcript

    • 10  things  to  check  and  do  in  @priteshpatel9  Digital  Marke2ng  Manager      Follow  @PauleyCrea2ve  
    • @priteshpatel9    Why  use  Google  Analy7cs?  Google  Analy2cs  collects  data  on  your  website,  marke2ng  ac2vi2es,  channels,  tac2cs  and  campaigns.  Using  this  data  it  allows  you  to  understand  what’s  happening,  what’s  working  and  what  isn’t  and  allow  you  to  make  more  informed  decisions  based  on  data.  
    • @priteshpatel9    #1:  Do  exclude  your  own  internal  traffic    (and  your  agencies,  developers  and  anyone  else  who  2nkers  with  your  website)  By  excluding  your  own  internal  traffic  you  are  essen2ally  cleaning  up  your  data.  The  example  below  shows  81%  direct  traffic  for  a  small  FM  company  website.  This  direct  traffic  was  generated  because  all  internal  computers  and  laptops  had  the  browser  set  to  the  company  website  as  default.  So  every  2me  an  employee  when  onto  the  internet,  the  company  website  would  load  up  and  would  be  recorded  as  a  visit.  Not  accurate.  
    • @priteshpatel9    #2:  Check  you  have  ‘Goals’  set  up  Video  on  how  to  set  up  goals:  hGp://bit.ly/setupgoals  It’s  essen2al  to  define  the  goals  of  your  website.  It  could  be  enquiries,  sign  ups,  registra2ons,  downloads  subscrip2ons  or  even  play  buUon  clicks  on  a  video.    What’s  important  is  that  you  define  these  goals  because  this  is  how  you  will  prove  the  value  of  your  website  and  measure  the  performance  of  your  digital  marke2ng  campaigns.  
    • @priteshpatel9    25  of  the  30  sample  requests  came    From  Google  as  a  result  of  our  SEO  ac2vity.  5  came  from  our  email  campaign  last  week.    10  are  in  ‘Visit  arranged’  status  and  3  are  in  ‘Quota2on  Supplied’  status  Once  you  have  your  goals  set  up  in  Google  Analy2cs  (all  the  stuff  you  want  to  measure)  you  then  start  seeing  data  like  below.  You  can  then  track  back  and  see  which  sources  all  enquiries  came  from.  Try  and  use  the  data  in  your  CRM  to  see  if  enquiries  turned  to  quotes  or  site  visits  to  view  the  quality  of  leads  coming  in  via  your  website.  
    • @priteshpatel9    More  info  here:  hGp://bit.ly/measuringcampaigns  Below  is  a  custom  report  in  Google  Analy2cs  (Goals  by  Source)  which  breaks  down  exactly  which  traffic  sources/campaigns/channels  drove  the  most  number  of  goals  (enquiries,  downloads,  sign  ups,  requests  etc).      Where  do  most  of  your  enquiries  come  from?  Are  your  email  campaigns  working  beUer  than  PPC?  How  much  do  you  spend  per  channel?    
    • #3:  Choose  your  metrics  &  KPI’s  @priteshpatel9    Our  website  gets  60,000  visits  a  month  Our  website  gets  200  visits  a  month  Example  KPI:  %  of  visitors  who  register  for  spec  tool  and  go  onto  complete  specs  95%  This  website  generates  10  enquiries  a  month  This  website  generates  100  enquiries  a  month  Don’t  focus  on  visits  as  a  metric  on  its  own  to  determine  success.  Just  because  you  have  60,000  visits  a  month  to  your  website  it  doesn’t  mean  it’s  successful.  See  example  below.  The  website  with  just  200  visits  generates  100  enquiries  as  opposed  to  the  60,000  visits  only  genera2ng  10.  
    • @priteshpatel9    #4:  Priori7se  your  website  goals  to  business  goals  Pritesh,  feedback  from  sales  is  that  sample  requests  are  turning  into  orders…..let’s  look  at  ways  we  can  increase  sample  requests  Once  you  have  your  goals  set  up  in  Analy2cs,  start  to  priori2se  them.  Which  ones  do  your  bosses  care  about?  Enquiries  more  than  brochure  downloads  right?  Well  focus  your  efforts  on  the  ones  that  maUer.  Start  adding  in  call  to  ac2ons  on  your  emails,  blog  posts  and  your  landing  pages  in  order  to  generate  more  enquiries.  
    • @priteshpatel9    #5:  Look  beyond  the  top  10  keyword  report  Interes2ng  keywords  are  found  in  or  aier  the  top  50,  100,  250  By  default,  when  you  view  the  keyword  report,  you  will  see  the  top  10  keywords  used  to  get  to  your  website.  Usually  the  top  10  is  just  varia2ons,  misspellings  of  your  company  name.  Ask  your  agencies  or  whoever  does  the  repor2ng  to  show  you  the  top  100  or  250  or  even  500.  This  is  where  the  golden  nuggets  of  search  terms  are  located.  
    • Use  Analy7cs  to  help  you  develop  content  Useful  blog  post  about  long  tail  search  terms:  hGp://bit.ly/beyondtop10  @priteshpatel9    And  you  should  see  search  terms  which  are  much  longer  and  descrip2ve.  These  search  terms  can  be  used  as  ideas  for  new  blog  posts,  videos,  infographics  or  reports.  Try  and  create  content  in  different  formats  and  see  which  one  works  beUer.  Test  and  learn.  
    • #6:  Always  be  comparing  date  ranges  @priteshpatel9    Always  check  to  see  if  you  are  winning.  Are  things  gejng  beUer?  Compare  your  data  this  month  to  last  month,  this  quarter  to  last  quarter,  this  year  vs  last  year  or  even  comparing  the  same  2me  period  YoY  (seasonal  effects  can  skew  data).  And  ul2mately  are  you  genera2ng  more  enquiries  (goals)  from  your  website.  If  not,  you  can  ques2on  why  not  by  reviewing  where  traffic  may  have  fallen  or  your  website  is  broken.    
    • #7:  Track  your  ‘site  search’  facility  Stockists?  Dimensions?  Weights?  Packing  Quan22es?  Installa2on  details?  Part  numbers?  Codes?  Downloads?  Staff  Bio’s?  @priteshpatel9    Make  sure  your  agency  or  developers  have  enable  tracking  of  the  on-­‐site  search  box.  You  can  then  view  what  people  have  searched  for  on  your  website  –  maybe  you  have  missed  some  details  on  your  product  pages  or  there’s  content  which  you  can  add  to  help  the  user  find  what  they  want.    
    • #8:  Set  up  specific  dashboards  @priteshpatel9    Further  reading  here:  hGp://bit.ly/lead-­‐gen-­‐dashboard  
    • #9:  Use  the  Network  Report  (frequently)  @priteshpatel9    Further  reading:  hGp://bit.ly/networkreport  A  bit  tricky  to  do  without  help  on  this  one  but  essen2ally  the  network  report  shows  you  which  companies  are  using  your  website.  Using  the  compare  date  ranges  you  can  see  who  is  using  it  more  (maybe  as  a  result  of  your  email  and  direct  marke2ng)  and  who  is  using  it  less  (maybe  you  need  to  do  some  brand  awareness  campaigns).  
    • #10:  Learn  about  Mul7  Channel  @priteshpatel9    Mul2  channel  reports  (only  works  if  you  have  goals  set  up)  gives  you  an  idea  of  channels  used  before  conver2ng  into  an  enquiry.  You  can  see  the  value  of  other  channels  which  assisted  in  the  conversion  process.    Example  below  shows  you  that  one  enquiry  came  from  a  search  engine  first,  then  trough  TwiUer,  search  engine  again  and  then  through  a  refferal  website.  How  important  was  TwiUer  in  this  process?    1st  visit  Monday    Googled:  C24  2mber  decking  2nd  visit  Thursday    Clicked  on  TwiUer  feed  promo2ng  a  blog  post  3rd  visit  Friday    Googled:  BS4978  an2  slip  decking  test      Googled:  2mber  vs  composite  decking  environmental  4th  visit  Monday    Read  a  new  project  win  story  on  Construc2on  News  website,  clicked  through  and  submiUed  enquiry  
    • @priteshpatel9    10  things  to  do  &  check  in  Google  Analy7cs  #1:  Do  exclude  your  own  internal  traffic  -­‐  clean  up  your  data  #2:  Check  you  have  ‘Goals’  set  up  -­‐  this  will  help  prove  value  #3:  Choose  your  metrics  &  KPI’s  -­‐  avoid  vanity  metrics  #4:  Priori2se  your  website  goals  to  business  goals  -­‐measure  what  maUers    #5:  Look  beyond  the  top  10  keyword  report  –  get  ideas  for  content  #6:  Always  be  comparing  date  ranges  –  check  if  you’re  winning  (or  losing)  #7:  Track  your  ‘site  search’  facility  –  understand  what  users  want  #8:  Set  up  specific  dashboards  –  make  it  easy  for  yourselves  &  your  bosses  #9:  Use  the  Network  Report  (frequently)  –  is  your  audience  loyal?  #10:  Learn  about  Mul2  Channel  –  this  is  what’s  next  
    • @priteshpatel9    Visit  our  website:  www.pauleycrea2ve.co.uk    View  our  porsolio:  hUp://www.pauleycrea2ve.co.uk/porsolio/      Read  our  blog  &  sign  up  for  monthly  email  roundups:  www.pauleycrea2ve.co.uk/blog    Download  our  social  media  ebook  for  construc2on  companies:  hUp://www.pauleycrea2ve.co.uk/construc2on-­‐marketers-­‐guide-­‐ebook/      View  our  YouTube  channel  with  some  great  tutorials:  hUp://www.youtube.com/user/PauleyCrea2ve