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Web Analytics Workshop - Verwijder die blinddoek
 

Web Analytics Workshop - Verwijder die blinddoek

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Analytics presentation from a workshop in Belgium titled: "Verwijder die blinddoek". Presentation and workshop by WSI E-Services and Daronet Europe

Analytics presentation from a workshop in Belgium titled: "Verwijder die blinddoek". Presentation and workshop by WSI E-Services and Daronet Europe

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Web Analytics Workshop - Verwijder die blinddoek Web Analytics Workshop - Verwijder die blinddoek Presentation Transcript

  • WEB ANALYTICS
    Verwijder die blinddoek
  • OUTLINE
    • What is Web Analytics & Google Analytics
    • Key definitions
    • The importance of Analytics
    • Website goal, KPI’s and Analytics goals
    • Best practices in account setup
    • Google Analytics Interface & Dashboard
    • Key Google Analytics reports
    • Profiles, segments & filters: “Segment or Die”
  • WEB ANALYTICS DEFINED
    “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics Association
    Study of online experience in order to improve it.
  • WHY ANALYTICS?
    Not analyzing your web analytics data is like not looking at your financial books.
    “If you cannot measure it you cannot improve it”
    William Thomson
  • ANALYTICS CONNECTS THE DOTS
    Conversion Architecture
    PPC
    SEO
  • WHY ANALYTICS - MACRO
    • How many people are coming to your site?
    • What are your visitors doing on your site?
    • How effective is your website with generating leads and sales?
    • What search terms are people using to arrive to your site?
    • Which sources (links, partners, etc') are driving traffic to your site?
  • WHY ANALYTICS - MICRO
    • Search Engine Marketing campaigns performance  
    • Overall visitor data 
    •  Top performing keywords 
    •  Most visited pages 
    • Most popular conversion paths 
    •  Visitor segmentation data 
    • Return on investment 
    •  And much more
  • WHY GOOGLE ANALYTICS
    •  Free… ! 
    • Hundreds of reports
    • Focus on Goals
    • Scalable
    • Integrates with Adwords
    • Effects SEO (?)
    • Custom reports
    • Multiple languages
  • WHAT ANALYTICS WON’T TELL YOU
    • Per visitor tracking  
    • 100% accuracy
    • Historical data 
    • Cost data outside Adwords
    • Real time data
  • ACTIONABLE INSIGHTS
    Metrics, reports and graphs are nice
    BUT
    You need data that will explain symptoms and drive actions for improvements
  • HITS
    HOW IDIOTS TRACK SUCCESS
  • UNDERSTANDING THE ANALYTICS LINGO
  • FOCUS ON GOALS & CONVERSION
    Your Site:
    E-Commerce
    Lead Generation
    Content/Publishing
    Support
  • FOCUS ON GOALS & CONVERSION
    Goals by website type:
    Commerce Objective:Get customers to buy directly online.
    Lead Generation Objective:Get visitors to submit their contact information so that the company’s sales force can contact them
    Content Objective:Get the customer to return (content sites revolve around the advertising business model)
    Support/Self Service Objective:Provide customers with the ability to find the answers they need regarding their products
  • FOCUS ON GOALS & CONVERSION
    Your Analytics goals & conversions:
    Shopping Carts
    Form submission
    Subscription Downloads
    Emails sent
  • GOALS & CONVERSION IN ANALYTICS
    1 Conversion = 1 or more Goals
  • VISUALIZE YOUR GOALS’ FUNNEL
    Product group
    Product page
    Shopping cart
    Purchase
  • SET KPI’S FOR YOUR GOALS
    KPI is a benchmark for you
    • % of visitors’ growth
    • Growth of organic traffic
    • # of sales from Adwords
    • Growth in page per visit
  • GOOGLE ANALYTICS ACCOUNT SETUP
    Create Google Account
    Does not mean Gmail...
    https://www.google.com/accounts
  • GOOGLE ANALYTICS ACCOUNT SETUP
    Login to Google Analytics with your Google Account
    Create a Google Analytics account
    Register your website
    Get the Google Analytics code
    http://www.google.com/analytics
  • GOOGLE ANALYTICS ACCOUNT SETUP
    Put the code on EVERY PAGE
    Place just before the end of </body> tag of the page
    Better to use with templates
    Better to use with CMS
  • GOOGLE ANALYTICS DASHBOARD
  • VISITORS MENU
  • TRAFFIC SOURCES MENU
  • CONTENT MENU
  • GOALS MENU
  • CUSTOM REPORTING
  • MEASURE VS. ANALYZE
    THE BOOKKEEPER
    THE ACCOUNTANT
  • SITE USAGE
    • VISITS
    • PAGES VIEWED
    • PAGES PER VISIT
    • BOUNCE RATE
    • TIME ON SITE
  • SITE USAGE
    • What are the trends?
    • What do peaks and slumps mean?
    • Pages/Visit & Avg. Time correlation
    • Is the Bounce Rate a concern?
    • New Visits or Returning Visitors?
  • SITE USAGE – WHAT’S NEXT?
  • TRAFFIC SOURCES
    • DIRECT TRAFFIC VISITS
    • REFERRING SITES VISITS
    • SEARCH ENGINES VISITS (SEO + PPC)
    • OTHER CAMPAIGNS
  • TRAFFIC SOURCES
    • Which source drives traffic to my site?
    • Are those that know me coming back?
    • Am I getting free traffic from my friends?
    • How are my SEM initiatives doing?
    • Am I spending my marketing Euros effectively?
  • TRAFFIC SOURCES – WHAT’S NEXT?
  • TRAFFIC SOURCES – WHAT’S NEXT?
  • TRAFFIC SOURCES – WHAT’S NEXT?
  • TRAFFIC SOURCES – WHAT’S NEXT?
  • TOP CONTENT
    • WHICH PAGES GOT VISITS
    • BOUNCE RATE PER PAGE
    • TIME ON PAGE
    • EXITS FROM PAGES
  • TOP CONTENT
    • Are they visiting my important pages?
    • Opportunities?
    • Problems?
    • How is my funneling?
    • My site’s stickiness
  • LANDING PAGES
    • DIRECT ENTRANCES
    • BOUNCES
    • BOUNCE RATE
  • LANDING PAGES
    • How many home pages do I have?
    • How is my SEO doing?
    • How is my PPC doing?
    • Calls to action, funnels, content?
    • Surprises? Problems?
  • LANDING PAGES – WHAT’S NEXT?
  • KEYWORDS
    • KEYWORDS USED TO LAND ON MY SITE
  • KEYWORDS
    • Am I getting traffic from the right keywords?
    • Visitors’ intent
    • Which keywords drive traffic coming from which source?
  • KEYWORDS – WHAT’S NEXT?
    BRANDED VS. NON-BRANDED TRAFFIC
  • CONVERSION BY TRAFFIC
    • CONVERSION GOALS DONE ON MY SITE
  • CONVERSION BY TRAFFIC
    • What are the best traffic source for converting on my site?
    • Is my site only getting visits or converted traffic?
  • ANALYTICS IS A PROCESS
  • SEGMENT OR DIE
    • A common complaint: “Too much data, where should I start??”
    • Beware of the “average visitor”!
    • Segment to see differences and get the actionable insights.
    • Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…
  • SEGMENT, FILTERS, AND MORE
    Multiple options:
    • Filters
    • Default segments
    • Custom segments
    • In-reports filters
    • In-reports segments
  • SEGMENT, FILTERS, PROFILES AND MORE
  • SUMMARY & CONCLUSION
    Take off your blindfold to see the light
    Analytics is all about:
    • Your business
    • Your Website
    • Your goals
    • Your analysis
    • Your context
    • Your “actionable insights”
  • YOUR CHALLENGES
    • How many visitors are you getting?
    • What are your primary traffic sources?
    • What are your best performing pages?
    • Which keywords people are using to find your site?
    • Which Actionable Insights you can drive from your analytics reports?
  • THANK YOU!
    www.wsieservices.beinfo@wsieservices.be
    www.daronet.euinfo@daronet.eu