WEB ANALYTICS<br />Verwijder die blinddoek<br />
OUTLINE<br /><ul><li>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”</li></li></ul><li>WEB ANALYTICS DEFINED<br />“Web analytics is the measurem...
WHY ANALYTICS?<br />Not analyzing your web analytics data is like not looking at your financial books.<br />“If you cannot...
ANALYTICS CONNECTS THE DOTS<br />Conversion Architecture<br />PPC<br />SEO<br />
WHY ANALYTICS - MACRO<br /><ul><li>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?</li></li></ul><li>WHY ANALYTICS - MICRO<br /><ul><...
 Overall visitor data 
 Top performing keywords 
 Most visited pages 
 Most popular conversion paths 
 Visitor segmentation data 
 Return on investment 
 And much more</li></li></ul><li>WHY GOOGLE ANALYTICS<br /><ul><li> Free… ! 
 Hundreds of reports
 Focus on Goals
 Scalable
 Integrates with Adwords
 Effects SEO (?)
 Custom reports
 Multiple languages</li></li></ul><li>WHAT ANALYTICS WON’T TELL YOU<br /><ul><li> Per visitor tracking  
 100% accuracy
 Historical data 
 Cost data outside Adwords
 Real time data </li></li></ul><li>ACTIONABLE INSIGHTS<br />Metrics, reports and graphs are nice <br />BUT<br />You need d...
HITS<br />HOW IDIOTS TRACK SUCCESS<br />
UNDERSTANDING THE ANALYTICS LINGO<br />
FOCUS ON GOALS & CONVERSION<br />Your Site:<br />E-Commerce<br />Lead Generation<br />Content/Publishing<br />Support<br />
FOCUS ON GOALS & CONVERSION<br />Goals by website type:<br />Commerce Objective:Get customers to buy directly online. <br ...
FOCUS ON GOALS & CONVERSION<br />Your Analytics goals & conversions:<br />Shopping Carts<br />Form submission<br />Subscri...
GOALS & CONVERSION IN ANALYTICS<br />1 Conversion = 1 or more Goals<br />
VISUALIZE YOUR GOALS’ FUNNEL<br />Product group<br />Product page<br />Shopping cart<br />Purchase<br />
SET KPI’S FOR YOUR GOALS<br />KPI is a benchmark for you<br /><ul><li> % of visitors’ growth
 Growth of organic traffic
 # of sales from Adwords
 Growth in page per visit</li></li></ul><li>GOOGLE ANALYTICS ACCOUNT SETUP<br />Create Google Account<br />Does not mean G...
GOOGLE ANALYTICS ACCOUNT SETUP<br />Login to Google Analytics with your Google Account<br />Create a Google Analytics acco...
GOOGLE ANALYTICS ACCOUNT SETUP<br />Put the code on EVERY PAGE<br />Place just before the end of </body> tag of the page<b...
GOOGLE ANALYTICS DASHBOARD<br />
VISITORS MENU<br />
TRAFFIC SOURCES MENU<br />
CONTENT MENU<br />
GOALS MENU<br />
CUSTOM REPORTING<br />
MEASURE VS. ANALYZE<br />THE BOOKKEEPER<br />THE ACCOUNTANT<br />
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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

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  • Web Analytics Workshop - Verwijder die blinddoek

    1. 1. WEB ANALYTICS<br />Verwijder die blinddoek<br />
    2. 2. OUTLINE<br /><ul><li>What is Web Analytics & Google Analytics
    3. 3. Key definitions
    4. 4. The importance of Analytics
    5. 5. Website goal, KPI’s and Analytics goals
    6. 6. Best practices in account setup
    7. 7. Google Analytics Interface & Dashboard
    8. 8. Key Google Analytics reports
    9. 9. Profiles, segments & filters: “Segment or Die”</li></li></ul><li>WEB ANALYTICS DEFINED<br />“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics Association<br />Study of online experience in order to improve it.<br />
    10. 10. WHY ANALYTICS?<br />Not analyzing your web analytics data is like not looking at your financial books.<br />“If you cannot measure it you cannot improve it”<br />William Thomson<br />
    11. 11. ANALYTICS CONNECTS THE DOTS<br />Conversion Architecture<br />PPC<br />SEO<br />
    12. 12. WHY ANALYTICS - MACRO<br /><ul><li>How many people are coming to your site?
    13. 13. What are your visitors doing on your site?
    14. 14. How effective is your website with generating leads and sales?
    15. 15. What search terms are people using to arrive to your site?
    16. 16. Which sources (links, partners, etc') are driving traffic to your site?</li></li></ul><li>WHY ANALYTICS - MICRO<br /><ul><li> Search Engine Marketing campaigns performance  
    17. 17. Overall visitor data 
    18. 18.  Top performing keywords 
    19. 19.  Most visited pages 
    20. 20. Most popular conversion paths 
    21. 21.  Visitor segmentation data 
    22. 22. Return on investment 
    23. 23.  And much more</li></li></ul><li>WHY GOOGLE ANALYTICS<br /><ul><li> Free… ! 
    24. 24. Hundreds of reports
    25. 25. Focus on Goals
    26. 26. Scalable
    27. 27. Integrates with Adwords
    28. 28. Effects SEO (?)
    29. 29. Custom reports
    30. 30. Multiple languages</li></li></ul><li>WHAT ANALYTICS WON’T TELL YOU<br /><ul><li> Per visitor tracking  
    31. 31. 100% accuracy
    32. 32. Historical data 
    33. 33. Cost data outside Adwords
    34. 34. Real time data </li></li></ul><li>ACTIONABLE INSIGHTS<br />Metrics, reports and graphs are nice <br />BUT<br />You need data that will explain symptoms and drive actions for improvements<br />
    35. 35. HITS<br />HOW IDIOTS TRACK SUCCESS<br />
    36. 36. UNDERSTANDING THE ANALYTICS LINGO<br />
    37. 37. FOCUS ON GOALS & CONVERSION<br />Your Site:<br />E-Commerce<br />Lead Generation<br />Content/Publishing<br />Support<br />
    38. 38. FOCUS ON GOALS & CONVERSION<br />Goals by website type:<br />Commerce Objective:Get customers to buy directly online. <br />Lead Generation Objective:Get visitors to submit their contact information so that the company’s sales force can contact them <br />Content Objective:Get the customer to return (content sites revolve around the advertising business model)<br />Support/Self Service Objective:Provide customers with the ability to find the answers they need regarding their products<br />
    39. 39. FOCUS ON GOALS & CONVERSION<br />Your Analytics goals & conversions:<br />Shopping Carts<br />Form submission<br />Subscription Downloads<br />Emails sent<br />
    40. 40. GOALS & CONVERSION IN ANALYTICS<br />1 Conversion = 1 or more Goals<br />
    41. 41. VISUALIZE YOUR GOALS’ FUNNEL<br />Product group<br />Product page<br />Shopping cart<br />Purchase<br />
    42. 42. SET KPI’S FOR YOUR GOALS<br />KPI is a benchmark for you<br /><ul><li> % of visitors’ growth
    43. 43. Growth of organic traffic
    44. 44. # of sales from Adwords
    45. 45. Growth in page per visit</li></li></ul><li>GOOGLE ANALYTICS ACCOUNT SETUP<br />Create Google Account<br />Does not mean Gmail...<br />https://www.google.com/accounts<br />
    46. 46. GOOGLE ANALYTICS ACCOUNT SETUP<br />Login to Google Analytics with your Google Account<br />Create a Google Analytics account<br />Register your website<br />Get the Google Analytics code<br />http://www.google.com/analytics<br />
    47. 47. GOOGLE ANALYTICS ACCOUNT SETUP<br />Put the code on EVERY PAGE<br />Place just before the end of </body> tag of the page<br />Better to use with templates<br />Better to use with CMS<br />
    48. 48. GOOGLE ANALYTICS DASHBOARD<br />
    49. 49. VISITORS MENU<br />
    50. 50. TRAFFIC SOURCES MENU<br />
    51. 51. CONTENT MENU<br />
    52. 52. GOALS MENU<br />
    53. 53. CUSTOM REPORTING<br />
    54. 54. MEASURE VS. ANALYZE<br />THE BOOKKEEPER<br />THE ACCOUNTANT<br />
    55. 55. SITE USAGE<br /><ul><li>VISITS
    56. 56. PAGES VIEWED
    57. 57. PAGES PER VISIT
    58. 58. BOUNCE RATE
    59. 59. TIME ON SITE</li></li></ul><li>SITE USAGE<br /><ul><li> What are the trends?
    60. 60. What do peaks and slumps mean?
    61. 61. Pages/Visit & Avg. Time correlation
    62. 62. Is the Bounce Rate a concern?
    63. 63. New Visits or Returning Visitors?</li></li></ul><li> SITE USAGE – WHAT’S NEXT?<br />
    64. 64. TRAFFIC SOURCES<br /><ul><li> DIRECT TRAFFIC VISITS
    65. 65. REFERRING SITES VISITS
    66. 66. SEARCH ENGINES VISITS (SEO + PPC)
    67. 67. OTHER CAMPAIGNS</li></li></ul><li>TRAFFIC SOURCES<br /><ul><li> Which source drives traffic to my site?
    68. 68. Are those that know me coming back?
    69. 69. Am I getting free traffic from my friends?
    70. 70. How are my SEM initiatives doing?
    71. 71. Am I spending my marketing Euros effectively? </li></li></ul><li> TRAFFIC SOURCES – WHAT’S NEXT?<br />
    72. 72. TRAFFIC SOURCES – WHAT’S NEXT?<br />
    73. 73. TRAFFIC SOURCES – WHAT’S NEXT?<br />
    74. 74. TRAFFIC SOURCES – WHAT’S NEXT?<br />
    75. 75. TOP CONTENT<br /><ul><li> WHICH PAGES GOT VISITS
    76. 76. BOUNCE RATE PER PAGE
    77. 77. TIME ON PAGE
    78. 78. EXITS FROM PAGES</li></li></ul><li>TOP CONTENT<br /><ul><li> Are they visiting my important pages?
    79. 79. Opportunities?
    80. 80. Problems?
    81. 81. How is my funneling?
    82. 82. My site’s stickiness </li></li></ul><li>LANDING PAGES<br /><ul><li> DIRECT ENTRANCES
    83. 83. BOUNCES
    84. 84. BOUNCE RATE</li></li></ul><li>LANDING PAGES<br /><ul><li> How many home pages do I have?
    85. 85. How is my SEO doing?
    86. 86. How is my PPC doing?
    87. 87. Calls to action, funnels, content?
    88. 88. Surprises? Problems?</li></li></ul><li>LANDING PAGES – WHAT’S NEXT?<br />
    89. 89. KEYWORDS<br /><ul><li> KEYWORDS USED TO LAND ON MY SITE</li></li></ul><li>KEYWORDS<br /><ul><li> Am I getting traffic from the right keywords?
    90. 90. Visitors’ intent
    91. 91. Which keywords drive traffic coming from which source?</li></li></ul><li>KEYWORDS – WHAT’S NEXT?<br />BRANDED VS. NON-BRANDED TRAFFIC <br />
    92. 92. CONVERSION BY TRAFFIC<br /><ul><li> CONVERSION GOALS DONE ON MY SITE</li></li></ul><li>CONVERSION BY TRAFFIC<br /><ul><li> What are the best traffic source for converting on my site?
    93. 93. Is my site only getting visits or converted traffic?</li></li></ul><li>ANALYTICS IS A PROCESS<br />
    94. 94. SEGMENT OR DIE<br /><ul><li>A common complaint: “Too much data, where should I start??”
    95. 95. Beware of the “average visitor”!
    96. 96. Segment to see differences and get the actionable insights.
    97. 97. Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…</li></li></ul><li>SEGMENT, FILTERS, AND MORE<br />Multiple options:<br /><ul><li>Filters
    98. 98. Default segments
    99. 99. Custom segments
    100. 100. In-reports filters
    101. 101. In-reports segments</li></li></ul><li>SEGMENT, FILTERS, PROFILES AND MORE<br />
    102. 102. SUMMARY & CONCLUSION<br />Take off your blindfold to see the light<br />Analytics is all about:<br /><ul><li>Your business
    103. 103. Your Website
    104. 104. Your goals
    105. 105. Your analysis
    106. 106. Your context
    107. 107. Your “actionable insights”</li></li></ul><li>YOUR CHALLENGES<br /><ul><li>How many visitors are you getting?
    108. 108. What are your primary traffic sources?
    109. 109. What are your best performing pages?
    110. 110. Which keywords people are using to find your site?
    111. 111. Which Actionable Insights you can drive from your analytics reports?</li></li></ul><li>THANK YOU!<br />www.wsieservices.beinfo@wsieservices.be<br />www.daronet.euinfo@daronet.eu<br />
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