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Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
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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

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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    • 1. WEB ANALYTICS
      Verwijder die blinddoek
    • 2. OUTLINE
      • What is Web Analytics & Google Analytics
      • 3. Key definitions
      • 4. The importance of Analytics
      • 5. Website goal, KPI’s and Analytics goals
      • 6. Best practices in account setup
      • 7. Google Analytics Interface & Dashboard
      • 8. Key Google Analytics reports
      • 9. 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.
    • 10. 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
    • 11. ANALYTICS CONNECTS THE DOTS
      Conversion Architecture
      PPC
      SEO
    • 12. WHY ANALYTICS - MACRO
      • How many people are coming to your site?
      • 13. What are your visitors doing on your site?
      • 14. How effective is your website with generating leads and sales?
      • 15. What search terms are people using to arrive to your site?
      • 16. Which sources (links, partners, etc') are driving traffic to your site?
    • WHY ANALYTICS - MICRO
      • Search Engine Marketing campaigns performance  
      • 17. Overall visitor data 
      • 18.  Top performing keywords 
      • 19.  Most visited pages 
      • 20. Most popular conversion paths 
      • 21.  Visitor segmentation data 
      • 22. Return on investment 
      • 23.  And much more
    • WHY GOOGLE ANALYTICS
    • WHAT ANALYTICS WON’T TELL YOU
      • Per visitor tracking  
      • 31. 100% accuracy
      • 32. Historical data 
      • 33. Cost data outside Adwords
      • 34. Real time data
    • ACTIONABLE INSIGHTS
      Metrics, reports and graphs are nice
      BUT
      You need data that will explain symptoms and drive actions for improvements
    • 35. HITS
      HOW IDIOTS TRACK SUCCESS
    • 36. UNDERSTANDING THE ANALYTICS LINGO
    • 37. FOCUS ON GOALS & CONVERSION
      Your Site:
      E-Commerce
      Lead Generation
      Content/Publishing
      Support
    • 38. 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
    • 39. FOCUS ON GOALS & CONVERSION
      Your Analytics goals & conversions:
      Shopping Carts
      Form submission
      Subscription Downloads
      Emails sent
    • 40. GOALS & CONVERSION IN ANALYTICS
      1 Conversion = 1 or more Goals
    • 41. VISUALIZE YOUR GOALS’ FUNNEL
      Product group
      Product page
      Shopping cart
      Purchase
    • 42. SET KPI’S FOR YOUR GOALS
      KPI is a benchmark for you
      • % of visitors’ growth
      • 43. Growth of organic traffic
      • 44. # of sales from Adwords
      • 45. Growth in page per visit
    • GOOGLE ANALYTICS ACCOUNT SETUP
      Create Google Account
      Does not mean Gmail...
      https://www.google.com/accounts
    • 46. 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
    • 47. 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
    • 48. GOOGLE ANALYTICS DASHBOARD
    • 49. VISITORS MENU
    • 50. TRAFFIC SOURCES MENU
    • 51. CONTENT MENU
    • 52. GOALS MENU
    • 53. CUSTOM REPORTING
    • 54. MEASURE VS. ANALYZE
      THE BOOKKEEPER
      THE ACCOUNTANT
    • 55. SITE USAGE
    • SITE USAGE
      • What are the trends?
      • 60. What do peaks and slumps mean?
      • 61. Pages/Visit & Avg. Time correlation
      • 62. Is the Bounce Rate a concern?
      • 63. New Visits or Returning Visitors?
    • SITE USAGE – WHAT’S NEXT?
    • 64. TRAFFIC SOURCES
      • DIRECT TRAFFIC VISITS
      • 65. REFERRING SITES VISITS
      • 66. SEARCH ENGINES VISITS (SEO + PPC)
      • 67. OTHER CAMPAIGNS
    • TRAFFIC SOURCES
      • Which source drives traffic to my site?
      • 68. Are those that know me coming back?
      • 69. Am I getting free traffic from my friends?
      • 70. How are my SEM initiatives doing?
      • 71. Am I spending my marketing Euros effectively?
    • TRAFFIC SOURCES – WHAT’S NEXT?
    • 72. TRAFFIC SOURCES – WHAT’S NEXT?
    • 73. TRAFFIC SOURCES – WHAT’S NEXT?
    • 74. TRAFFIC SOURCES – WHAT’S NEXT?
    • 75. TOP CONTENT
      • WHICH PAGES GOT VISITS
      • 76. BOUNCE RATE PER PAGE
      • 77. TIME ON PAGE
      • 78. EXITS FROM PAGES
    • TOP CONTENT
      • Are they visiting my important pages?
      • 79. Opportunities?
      • 80. Problems?
      • 81. How is my funneling?
      • 82. My site’s stickiness
    • LANDING PAGES
    • LANDING PAGES
      • How many home pages do I have?
      • 85. How is my SEO doing?
      • 86. How is my PPC doing?
      • 87. Calls to action, funnels, content?
      • 88. Surprises? Problems?
    • LANDING PAGES – WHAT’S NEXT?
    • 89. KEYWORDS
      • KEYWORDS USED TO LAND ON MY SITE
    • KEYWORDS
      • Am I getting traffic from the right keywords?
      • 90. Visitors’ intent
      • 91. Which keywords drive traffic coming from which source?
    • KEYWORDS – WHAT’S NEXT?
      BRANDED VS. NON-BRANDED TRAFFIC
    • 92. CONVERSION BY TRAFFIC
      • CONVERSION GOALS DONE ON MY SITE
    • CONVERSION BY TRAFFIC
      • What are the best traffic source for converting on my site?
      • 93. Is my site only getting visits or converted traffic?
    • ANALYTICS IS A PROCESS
    • 94. SEGMENT OR DIE
      • A common complaint: “Too much data, where should I start??”
      • 95. Beware of the “average visitor”!
      • 96. Segment to see differences and get the actionable insights.
      • 97. Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…
    • SEGMENT, FILTERS, AND MORE
      Multiple options:
    • SEGMENT, FILTERS, PROFILES AND MORE
    • 102. SUMMARY & CONCLUSION
      Take off your blindfold to see the light
      Analytics is all about:
    • YOUR CHALLENGES
      • How many visitors are you getting?
      • 108. What are your primary traffic sources?
      • 109. What are your best performing pages?
      • 110. Which keywords people are using to find your site?
      • 111. Which Actionable Insights you can drive from your analytics reports?
    • THANK YOU!
      www.wsieservices.beinfo@wsieservices.be
      www.daronet.euinfo@daronet.eu

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