5 Instantly Actionable Insights from Google Analytics
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5 Instantly Actionable Insights from Google Analytics

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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.

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.

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5 Instantly Actionable Insights from Google Analytics Presentation Transcript

  • 1. 5 Instantly Actionable Insights from Google Analytics Internet World 2012 Kelvin Newman – Director of Strategy SiteVisibility @kelvinnewman
  • 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. 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. 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. 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. Keywords and Landing PagesWhat pages do I need toImprove and Why?
  • 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. First Select Traffic Sources • This is one of the menu items of the left hand side of the screen
  • 9. Then Select Sources • As you click this section the arrow will move from pointing horizontally to vertically
  • 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. You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
  • 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. 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. Bounce Rates by Device TypeWhich mobile devices is mysite broken on?
  • 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. First Select Audience • This is one of the menu items of the left hand side of the screen
  • 17. Then Select Mobile then Devices • This report shows me what my most popular devices are and how they perform on the site
  • 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. Conversions City based Geographic ReportsWhich cities should I betargeting with offline ads
  • 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. First Select Audience • This is one of the menu items of the left hand side of the screen
  • 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. 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. 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. 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. Conversions by Operating SystemsShould I Build an App forAndroid or iphone first?
  • 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. First Select Audience • This is one of the menu items of the left hand side of the screen
  • 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. 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. 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. Filtering Search Queries based on Questioning WordsWhat blog post should I writenext
  • 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. First Select Traffic Sources • This is one of the menu items of the left hand side of the screen
  • 35. Then Select Sources • As you click this section the arrow will move from pointing horizontally to vertically
  • 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. You’ll see a screen like this one, select thesecondary dimension.This allows you to look at two metrics at the same time.
  • 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. 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. 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. 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•