Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

1,468 views

Published on

The presentation given by Ben Rogers, of Attacat Internet Marketing, to the New Media Breakfast group in Edinburgh & Glasgow.
For more information please contact Attacat Internet Marketing directly.

Published in: Technology
  • Be the first to comment

Actionable Insights with Google Analytics - Ben Rogers - Attacat Internet Marketing

  1. 1. Actionable Insights with Google Analytics<br />The non-techy version! Without the Internet...<br />Ben Rogers – Attacat<br />+44(0)131 220 1441<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  2. 2. Quick Introduction<br />
  3. 3. Questions<br />Keep them coming!<br />Attacat mug for every question asked (while stocks last)...<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  4. 4. The Business Case<br />two ways to double website sales<br />or<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  5. 5. #nmb Analytics Usage?<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  6. 6. What is this Google Analytics anyway...<br />Sexy graphs of what people are doing on your website<br />It’s free! Zip! £0! FA! But Why?<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  7. 7. Using the data<br />What sort of questions do you want to answer about your own websites?<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  8. 8. Owning your data<br />Google Analytics data on your site is your IP<br />Not your web developers<br />Not your advertising agency<br />Not your internet marketing agency<br />Not …<br />You need administrator access for:<br />Setting goals & funnels<br />Changing people’s access<br />Adding Filters<br />Applying cost data from Google AdWords<br />Adding or modifying website profiles<br />Changing any account level settings<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  9. 9. Installing Google Analytics<br />www.tagxedo.com<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  10. 10. One must have Kippers<br />So use a TOFF<br />Timely Online Frequent Financial<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  11. 11. The Simple Sale<br />Direct Online Sales<br />T O F F<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  12. 12. The Complex Sale<br />Brochure request<br />Offline sale<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  13. 13. The Setup...<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  14. 14. Goal setting<br />Take your KPIs & set them as goals in Analytics<br />Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even<br />Create funnels for linear progressions to a KPI (e.g. checkout process)<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  15. 15. Goal Setting - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  16. 16. Goals & Funnels – before<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  17. 17. Goals & Funnels – after<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  18. 18. E-Commerce Tracking<br />Depth of data<br />Direct ROI<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  19. 19. E-Commerce Tracking – B2C<br />B2C example<br />Online gourmet food & meat<br />E-commerce tracking provides accurate results on the purchased products<br />Giving Accurate ROI figures for AdWords campaigns<br />Understanding best sellers and opportunities to expand product base<br />See the impact of special offers such as products or delivery<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  20. 20. E-Commerce Tracking – B2B<br />B2B Example<br />Commercial vehicle reseller<br />In order to tie enquiries directly through to confirmed sales a customised E-Commerce installation was used<br />Transactions are recorded with a unique reference number which can be tied through to confirmed sales at head-office<br />Provides accurate ROI for all online marketing activities<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  21. 21. Advanced Segments<br />Anyone making use of Advanced Segments?<br />Pretty much anything you can think of can be done!<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  22. 22. Advanced Segments - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  23. 23. The page in question<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  24. 24. What can we do with this data?<br />Look at what content people do absorb after playing the game<br />Change the page layout<br />Start using Event Tracking<br />Test the changes & review later<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  25. 25. Annotations<br /><ul><li>Record website changes
  26. 26. Record testing periods
  27. 27. Record special offers</li></ul>This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  28. 28. Google Analytics Reports for You, Today<br />Your homework! Don’t delay, do it today!<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  29. 29. Referrals with Goals<br />What referring sites are working & where are the opportunities<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  30. 30. Referrals with Goals - Video<br />Please see the Attacat Brain for embedded videos:<br />www.attacat.co.uk/brain<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  31. 31. What can we do with this data?<br />Find out which sites are sending your traffic & producing goals – try to boost them!<br />Find referring sites that are sending traffic but not converting – what more can we do?<br />Find, build & cultivate partnerships with other sites<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  32. 32. Keywords, Ranking & Goals<br />Good conversions but low ranks<br />Keywords with good ranks & low conversions<br />Today’s task:<br />Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them!<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  33. 33. Keywords, Ranking & Goals<br />Organic Keywords<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  34. 34. Keywords, Ranking & Goals<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  35. 35. Keywords & In-Site Search<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  36. 36. Visits by traffic source<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  37. 37. Exit Pages<br />Where people get fed-up & leave!<br />What should you pay attention to...<br />‘Utility’ pages are the ones to watch<br />About Us<br />Terms & Conditions<br />Contact Us<br />Delivery Information<br />FAQs<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  38. 38. Top Exit Pages<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  39. 39. Who, What, When, Why<br />What Google Analytics can't tell you<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  40. 40. Putting the Why into the What<br />Google Analytics can help you understand what your visitors did – Not Why!<br />Use other tools to help close the loop<br />Low cost usability testing<br />Google Website Optimiser<br />Surveys<br />Was this article helpful<br />Ask for feedback<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  41. 41. Low cost usability testing<br />Rocket Surgery Made Easy – Steve Krug<br />Simple, quick wins, ongoing exercise, fast, cheap!<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  42. 42. The HiPPO in the room<br />Highest Paid Person’s Opinion (wins)<br />“Change that picture on the home page to something else.”<br />From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  43. 43. 3 x Slides Removed<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  44. 44. Crazy Egg - $9/month<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  45. 45. ClickTale – from $99/month<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  46. 46. 4Q Perceptions - free<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  47. 47. Final thoughts<br />Think like a TOFF & report against your KPIs<br />Put the effort in & get good data out (the setup…)<br />5 reports to check – today!<br />Record changes & test when you can<br />Utilise tools<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  48. 48. Questions<br />Keep them coming!<br />Attacat mug for every question asked (while stocks last)...<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />
  49. 49. Homework!<br />Review top 10 Referral sources against goals<br />Keywords, Goals & Rankings – review the top10 keywords<br />In-Site Search – review and/or setup!<br />Visits by Traffic Source – find spikes & capitalise on them!<br />Exit Rate – review your ‘utility’ pages, can you make improvements?<br />This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.<br />

×