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How to use Google analytics by Tim Leighton-Boyce

How to use Google analytics by Tim Leighton-Boyce

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Google analytics latest and best Presentation Transcript

  • 1. Coming Up:
    GA New in last 6 months
  • 2. Google Analytics: Latest and Bestby Tim Leighton-Boyce
    So, what can I do with these shiny new toys?
  • 3. Background
    Started out in mail order: 1978
    Started analysing how people use web sites: 1994
    Analytics+marketing insight = increased conversions
    Client engagements
    Thorntons
    Healthspan/Healthy Direct
    Joules
    English Heritage
    Interflora
    Sweaty Betty
  • 4. What do I do?
    Long term (typically years…) retainer-based
    Ongoing research and best practice advice
    Systematic Voice of Customer Survey Analysis and trending
    Ad hoc usability testing, troubleshooting and error tracking
    Regular Google Analytics analysis (checkouts, KPIs, errors)
    Medium term (3 to 6 days) one-off projects
    Full site audits and recommendations for improvement
    GA custom tracking and configuration
    Short term (1 to 2 days) one-off projects
    GA health check and advice
    GA specific project analysis
    GA training
  • 5. Agenda
  • 6. Main Theme
    Getting new customers
  • 7. Getting New Customers
    People who have a Need
    To Know
    Like
    And Trust you
    Credit: John Jantsch: www.ducttapemarketing.com
  • 8.
  • 9. Custom Dashboards
    Timelines
    Metrics
    Tables
    also Pie Charts…
  • 10.
  • 11.
  • 12. Custom Reports: Generic Search
    Visits
    Bounce Rate
    Conversion Rate
    Transactions
    Revenue
    Keywords
  • 13. Entrance Pages for Keywords
    Drill down to
    Landing Pages
  • 14. Engagement Metrics for Keywords
    Visits
    Bounce Rate
    >3 pages
    Saw product
    Add to Basket
    Conversion rate
  • 15. Products Sold by Generic Search
    Quantity
    Revenue
    Products
  • 16. Keywords specific to product
    Quantity
    Revenue
    Keywords
  • 17. Entrance Page & Engagement
    Visits
    Bounce Rate
    >3 pages
    Saw product
    Add to Basket
    Conversion rate
    Entrance Page
  • 18. Entrance Page & Engagement
    Drill down to
    Keywords
  • 19. Entrance Page & Products
    Quantity
    Revenue
    Entrance Page
  • 20. Entrance Page & Products
    Quantity
    Revenue
    Drill down to
    Products
  • 21.
  • 22. Site Speed Reports
    Avg Speed
    Pageviews
    Sample
    Bounce Rate
    % Exit
  • 23. Site Speed Report Filter
  • 24. Site Speed Report Filter
  • 25.
  • 26. Multi-channel: Conversion Paths
  • 27. Multi Channel Funnel Overview
  • 28. Even More Reports
    Know
    & Trust
    Like
  • 29. Conclusion: where are we now?
    • From
    • 30. To
    • 31. GA is confusing and complex and they keep adding more stuff
    • 32. GA helps me with the exactly the projects I’m working on now
    • 33. So I use it every day
  • I can help
    GA check-up
    Telephone discussion of business goals
    Look at site and existing GA data
    Deliver
    Document
    Summary of findings
    Recommendations for profile settings (internal search, housekeeping filters & settings, brand search filters & segments)
    Recommendations for engagement, conversion and error goals
    Recommendations for checkout funnel reporting
    Conference call to discuss
    Special introductory offer XXXX
  • 34. Please keep in touch!
    Follow me on Twitter, Linked In, Facebook etc:
    http://profiles.google.com/tim.lboyce
    Links:
    Working with brand keywords: http://bit.ly/brandkeywords
    Build a custom report: http://bit.ly/gacustomreport