0
5 Instantly Actionable Insights    from Google Analytics          Internet World 2012  Kelvin Newman – Director of Strateg...
Who am I, though?• Director of Strategy at SiteVisibility  – Natural Search, PPC, Social Media & Analytics    Agency  – Or...
The worlds information is doubling every two years The challenge is no longer ‘do I have  the data?’ it’s instead ‘what do...
Google Analytics Is Installed On     More Than 10 Million Websites• We’ve never known more about how our sites  perform, b...
Google Analytics is powerful    but overwhelming  I’m going to take you through five   interesting reports which answers  ...
Keywords and Landing PagesWhat pages do I need toImprove and Why?
Organic Search Keywords by         landing page• We’re going to look at what keywords are  sending traffic• Then what page...
First Select Traffic Sources              • This is one of the menu                items of the left hand                s...
Then Select Sources         • As you click this section           the arrow will move from           pointing horizontally...
Do the same to select Organic          Search              • This will now tell you                what you most popular  ...
You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
In the search box type Landing             Page               • This will search through                 all the secondary...
My top keyword has a bounce rate of 35%not exceptional, but my second keywordhas 95% bounce rate.In this case clearly the ...
Bounce Rates by Device TypeWhich mobile devices is mysite broken on?
Mobile Devices with Higher than   Expected Bounce Rates• We’re going to look at what individual mobile  devices are sendin...
First Select Audience          • This is one of the menu            items of the left hand            side of the screen
Then Select Mobile then Devices               • This report shows me                 what my most popular                 ...
I can see all these different devices have ahigher than average bounce rate but theSony Xperia is particularly highI now n...
Conversions City based Geographic ReportsWhich cities should I betargeting with offline ads
Traffic Broken Down to a City                Level• We’re going to look at what traffic comes from  what city.• This then ...
First Select Audience          • This is one of the menu            items of the left hand            side of the screen
Then Select Demographics then           Location              • This report shows what                countries my traffic...
I now switch my Primary Dimension fromCountry/Territory to CityThis will now group my traffic based on the city Google Ana...
I now select the performance visualisationoption, using the bar graph icon.This will show me what proportion of the overal...
I know a campaign based in London,Brighton, Manchester and Leeds wouldcover a significant proportion of my typicalcustomer...
Conversions by Operating SystemsShould I Build an App forAndroid or iphone first?
Traffic based on which Operating     System the Visitor is Using• We’re going to break down the traffic based on  which mo...
First Select Audience          • This is one of the menu            items of the left hand            side of the screen
Then Select Technology then       Browser & OS             • This report shows what               different type of       ...
I now switch my Primary Dimension fromBrowser to Operating SystemThis will now group my traffic based operating system. If...
I know that around 5% of my traffic comes from iOScompared to 1% from Android, I should plan my appsaccordinglyInstinctive...
Filtering Search Queries based on Questioning WordsWhat blog post should I writenext
What questions are currentlysending us traffic despite content  not answering that question.• If we can understand the tra...
First Select Traffic Sources              • This is one of the menu                items of the left hand                s...
Then Select Sources         • As you click this section           the arrow will move from           pointing horizontally...
Do the same to select Organic          Search              • This will now tell you                what you most popular  ...
You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
In the search box type Landing             Page               • This will search through                 all the secondary...
I want to filter these search queries andassociated landing pages based onquestioning words like ‘how’Search by all the co...
I am looking for results like this one, herewe have a question which the page doesn’treally answer, yet still ranks.This i...
How am I supposed to          Remember This?• The slides are already available on  http://www.slideshare.net/kelvinnewman•...
Upcoming SlideShare
Loading in...5
×

5 Instantly Actionable Insights from Google Analytics

1,013

Published on

Our very own Kelvin Newman's presentation at Internet World 2012 in the email and Analytics Theatre. He talks about five ways you can gain strategic insights from Google.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,013
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "5 Instantly Actionable Insights from Google Analytics"

  1. 1. 5 Instantly Actionable Insights from Google Analytics Internet World 2012 Kelvin Newman – Director of Strategy SiteVisibility @kelvinnewman
  2. 2. Who am I, though?• Director of Strategy at SiteVisibility – Natural Search, PPC, Social Media & Analytics Agency – Organiser of BrightonSEO Conference – Host of UK most popular internet marketing podcast – My twitter is twitter.com/kelvinnewman
  3. 3. The worlds information is doubling every two years The challenge is no longer ‘do I have the data?’ it’s instead ‘what do I do with that data?’http://mashable.com/2011/06/28/data-infographic/
  4. 4. Google Analytics Is Installed On More Than 10 Million Websites• We’ve never known more about how our sites perform, but how do we turn that into insight.• And better yet how do we turn that into actionable insight.• http://marketingland.com/google-analytics-is-installed-on-more-than-10-million-websites-9935
  5. 5. Google Analytics is powerful but overwhelming I’m going to take you through five interesting reports which answers strategic questions you may be facing.
  6. 6. Keywords and Landing PagesWhat pages do I need toImprove and Why?
  7. 7. Organic Search Keywords by landing page• We’re going to look at what keywords are sending traffic• Then what pages that traffic ends up on.• Then what percentage of it bounces. – Bouncing is traffic which views just one page and then leaves. On most sites this is seen as a ‘measure of failure’
  8. 8. First Select Traffic Sources • This is one of the menu items of the left hand side of the screen
  9. 9. Then Select Sources • As you click this section the arrow will move from pointing horizontally to vertically
  10. 10. Do the same to select Organic Search • This will now tell you what you most popular keywords sending you traffic from Google Organic Search
  11. 11. You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
  12. 12. In the search box type Landing Page • This will search through all the secondary metrics you could add to the report. • This will now show top organic keywords and which page of the site they visited first
  13. 13. My top keyword has a bounce rate of 35%not exceptional, but my second keywordhas 95% bounce rate.In this case clearly the search engines think this page is relevant for theterm but my users are telling me otherwise. I need to revisit this page asif I was visiting with this keyword and revise accordingly.
  14. 14. Bounce Rates by Device TypeWhich mobile devices is mysite broken on?
  15. 15. Mobile Devices with Higher than Expected Bounce Rates• We’re going to look at what individual mobile devices are sending traffic• Then what percentage of it bounces. – Bouncing is traffic which views just one page and then leaves. On most sites this is seen as a ‘measure of failure’ – You could also look at conversion rates.
  16. 16. First Select Audience • This is one of the menu items of the left hand side of the screen
  17. 17. Then Select Mobile then Devices • This report shows me what my most popular devices are and how they perform on the site
  18. 18. I can see all these different devices have ahigher than average bounce rate but theSony Xperia is particularly highI now need to review how the site appears on this device and make thenecessary developmental changes. Interestingly, in this example otherAndroid devices have lower than average mobile bounce rates.
  19. 19. Conversions City based Geographic ReportsWhich cities should I betargeting with offline ads
  20. 20. Traffic Broken Down to a City Level• We’re going to look at what traffic comes from what city.• This then would allow us to carry out many forms of localised offline marketing, – Radio – Local Press – Outdoor
  21. 21. First Select Audience • This is one of the menu items of the left hand side of the screen
  22. 22. Then Select Demographics then Location • This report shows what countries my traffic currently comes from. The darker the colour green the more people visit from that location
  23. 23. I now switch my Primary Dimension fromCountry/Territory to CityThis will now group my traffic based on the city Google Analytics believesthem to be located in. This is far from fool proof, our office is Brighton isaccording to GA is in Redhill, but in aggregate it is pretty reliable.
  24. 24. I now select the performance visualisationoption, using the bar graph icon.This will show me what proportion of the overall traffic comes from eachof the cities.
  25. 25. I know a campaign based in London,Brighton, Manchester and Leeds wouldcover a significant proportion of my typicalcustomers.This report typically illuminates unexpected location where your website ispopular, for example Sydney & New Dehli, I’ve had customers launchsuccessful overseas offices based on this insight
  26. 26. Conversions by Operating SystemsShould I Build an App forAndroid or iphone first?
  27. 27. Traffic based on which Operating System the Visitor is Using• We’re going to break down the traffic based on which mobile operating system our customers are using.• This will allow us to make app development decisions based on data rather than just gut feel.
  28. 28. First Select Audience • This is one of the menu items of the left hand side of the screen
  29. 29. Then Select Technology then Browser & OS • This report shows what different type of operating system or browser my visitors where using. It rolls multiple devices together. – i.e. All Android devices etc.
  30. 30. I now switch my Primary Dimension fromBrowser to Operating SystemThis will now group my traffic based operating system. If separates thedifferent Apple devices but combines all the different Android devices. Itwill also show you how many visitors you have from other mobile deviceslike Windows Mobile, Blackberry etc.
  31. 31. I know that around 5% of my traffic comes from iOScompared to 1% from Android, I should plan my appsaccordinglyInstinctively you might expect Apple devices to dominate these reports butthat’s not always the case parity does happen frequently and occasionallyAndroid does beat iOS.
  32. 32. Filtering Search Queries based on Questioning WordsWhat blog post should I writenext
  33. 33. What questions are currentlysending us traffic despite content not answering that question.• If we can understand the traffic we are receiving with minimal effort, we are well placed to identify the ‘low hanging fruit’ we could reach with targeted content.
  34. 34. First Select Traffic Sources • This is one of the menu items of the left hand side of the screen
  35. 35. Then Select Sources • As you click this section the arrow will move from pointing horizontally to vertically
  36. 36. Do the same to select Organic Search • This will now tell you what you most popular keywords sending you traffic from Google Organic Search
  37. 37. You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
  38. 38. In the search box type Landing Page • This will search through all the secondary metrics you could add to the report. • This will now show top organic keywords and which page of the site they visited first
  39. 39. I want to filter these search queries andassociated landing pages based onquestioning words like ‘how’Search by all the common ‘question words’ like how, why. When, who etc.A question makes a great blog post, often with decent search volume andin many cases low competition.
  40. 40. I am looking for results like this one, herewe have a question which the page doesn’treally answer, yet still ranks.This is an opportunity for a new blog post, for additional ‘brainy-points’when your article is written edit the URL above and link to the new article.
  41. 41. How am I supposed to Remember This?• The slides are already available on http://www.slideshare.net/kelvinnewman• We’re also releasing a series of video podcasts covering exactly these processes at http://www.sitevisibility.com•
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×