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Actionable Insights with Google Analytics Ben Rogers – Director, Attacat ben@attacat.co.uk www.twitter.com/attacatben www.attacat.co.uk
Quick Introduction
Questions Keep them coming! Attacat mug for every question asked (while stocks last)...
The Business Case two ways to double website sales or
Google Analytics Usage?
What is this Google Analytics anyway... Sexy graphs of what people are doing on your website It’s free! Zip! £0! FA!  But Why?
Using the data What sort of questions do you want to answer about your own websites?
Owning your data Google Analytics data on your site is your IP Not your web developers Not your advertising agency Not your internet marketing agency Not … You need administrator access for: Setting goals & funnels Changing people’s access Adding Filters Applying cost data from Google AdWords Adding or modifying website profiles Changing any account level settings
Installing Google Analytics
Installing Google Analytics www.tagxedo.com
Installing Google Analytics (little bit technical) Sign-up with Google http://www.google.com/analytics/ Simple Install (new code) Add JavaScript snippet to EVERY page on your site Place code just before </head> Complex Install Across multiple domains & sub domains Frames E-Commerce Tracking
How do I get reliable data? Link your AdWords account Tag other paid search activity & email campaigns Google Analytics URL Builder Add Goals & Funnels Add E-Commerce tracking (if applicable)
One must have Kippers So use a TOFF Timely Online Frequent Financial
The Simple Sale Direct Online Sales T     O     F     F
The Complex Sale Brochure request Offline sale
The Setup...
Goal setting Take your KPIs & set them as goals in Analytics Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even Create funnels for linear progressions to a KPI (e.g. checkout process)
What is a Goal in Google Analytics? A view of a page Any page that has the Google Analytics code on These can be seen in your Top Content Report Needs to be unique
Goal Setting - Video Video removed
Goals & Funnels Gives deeper understanding of entire process Perfect for checkout processes Add to basket Add shipping details Add Credit Card Confirm Order Order Complete
Goals & Funnels – before
Goals & Funnels – after
E-Commerce Tracking Depth of data Direct ROI
Advanced Segments Anyone making use of Advanced Segments? Pretty much anything you can think of can be done!
Advanced Segments - Video Video removed
The page in question
What can we do with this data? Look at what content people do absorb after playing the game Change the page layout Start using Event Tracking Test the changes & review later
Annotations ,[object Object]
Record testing periods
Record special offers,[object Object]
Referrals with Goals
Referrals with Goals What referring sites are working & where are the opportunities
Referrals with Goals - Video Video removed
What can we do with this data? Find out which sites are sending your traffic & producing goals – try to boost them! Find referring sites that are sending traffic but not converting – what more can we do? Find, build & cultivate partnerships with other sites
Keyword Rankings
Keywords, Ranking & Goals Good conversions but low ranks Keywords with good ranks & low conversions Today’s task: Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could.  Improve them! Ignore brand terms!
Keywords, Ranking & Goals Organic Keywords
Keywords, Ranking & Goals
In-site Search
Keywords & In-Site Search
Where to find your query Do a search Look at the URL “field-keywords”
How to setup Analytics Settings (top left hand corner) Edit profile settings
Visits by Traffic Source
Visits by traffic source
Exit Pages
Exit Pages Where people get fed-up & leave! What should you pay attention to... ‘Utility’ pages are the ones to watch About Us Terms & Conditions Contact Us Delivery Information FAQs Benchmark against your own site averages
Top Exit Pages
Recap – Reports to Run Review top 10 Referral sources against goals Keywords, Goals & Rankings – review the top 10 keywords In-Site Search – review and/or setup... Visits by Traffic Source – find spikes & capitalise on them Exit Rate – review your ‘utility’ pages, can you make improvements?
Who, What, When, Why What Google Analytics can't tell you
Putting the Why into the What Google Analytics can help you understand what your visitors did – Not Why! Use other tools to help close the loop Low cost usability testing Google Website Optimiser Surveys Was this article helpful Ask for feedback
Low cost usability testing Rocket Surgery Made Easy – Steve Krug Simple, quick wins, ongoing exercise, fast, cheap!
The HiPPO in the room Highest Paid Person’s Opinion (wins) “Change that picture on the home page to something else.” From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg
Results – 20% uplift
Crazy Egg - $9/month
ClickTale – from $99/month
4Q Perceptions - free
Additional Resources
Google Conversion University http://www.google.com/support/conversionuniversity Learning centre to study for the Google Analytics Individual Qualification (IQ) Good resource for basic navigation, interpreting reports & in-depth analysis
Books Great Google Analytics ‘handbook’ Great for more advanced web analytics & theory
Blogs http://www.advanced-web-metrics.com/blog http://www.kaushik.net/avinash/ http://analytics.blogspot.com/
Final thoughts Think like a TOFF & report against your KPIs Put the effort in & get good data out (the setup…) 5 reports to check – today! Record changes & test when you can Utilise additional tools
Questions Any further questions?

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Actionable insights with Google Analytics - Edinburgh Chamber of Commerce

  • 1. Actionable Insights with Google Analytics Ben Rogers – Director, Attacat ben@attacat.co.uk www.twitter.com/attacatben www.attacat.co.uk
  • 3. Questions Keep them coming! Attacat mug for every question asked (while stocks last)...
  • 4. The Business Case two ways to double website sales or
  • 6. What is this Google Analytics anyway... Sexy graphs of what people are doing on your website It’s free! Zip! £0! FA! But Why?
  • 7. Using the data What sort of questions do you want to answer about your own websites?
  • 8. Owning your data Google Analytics data on your site is your IP Not your web developers Not your advertising agency Not your internet marketing agency Not … You need administrator access for: Setting goals & funnels Changing people’s access Adding Filters Applying cost data from Google AdWords Adding or modifying website profiles Changing any account level settings
  • 10. Installing Google Analytics www.tagxedo.com
  • 11. Installing Google Analytics (little bit technical) Sign-up with Google http://www.google.com/analytics/ Simple Install (new code) Add JavaScript snippet to EVERY page on your site Place code just before </head> Complex Install Across multiple domains & sub domains Frames E-Commerce Tracking
  • 12. How do I get reliable data? Link your AdWords account Tag other paid search activity & email campaigns Google Analytics URL Builder Add Goals & Funnels Add E-Commerce tracking (if applicable)
  • 13. One must have Kippers So use a TOFF Timely Online Frequent Financial
  • 14. The Simple Sale Direct Online Sales T O F F
  • 15. The Complex Sale Brochure request Offline sale
  • 17. Goal setting Take your KPIs & set them as goals in Analytics Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even Create funnels for linear progressions to a KPI (e.g. checkout process)
  • 18. What is a Goal in Google Analytics? A view of a page Any page that has the Google Analytics code on These can be seen in your Top Content Report Needs to be unique
  • 19. Goal Setting - Video Video removed
  • 20. Goals & Funnels Gives deeper understanding of entire process Perfect for checkout processes Add to basket Add shipping details Add Credit Card Confirm Order Order Complete
  • 21. Goals & Funnels – before
  • 22. Goals & Funnels – after
  • 23. E-Commerce Tracking Depth of data Direct ROI
  • 24. Advanced Segments Anyone making use of Advanced Segments? Pretty much anything you can think of can be done!
  • 25. Advanced Segments - Video Video removed
  • 26. The page in question
  • 27. What can we do with this data? Look at what content people do absorb after playing the game Change the page layout Start using Event Tracking Test the changes & review later
  • 28.
  • 30.
  • 32. Referrals with Goals What referring sites are working & where are the opportunities
  • 33. Referrals with Goals - Video Video removed
  • 34. What can we do with this data? Find out which sites are sending your traffic & producing goals – try to boost them! Find referring sites that are sending traffic but not converting – what more can we do? Find, build & cultivate partnerships with other sites
  • 36. Keywords, Ranking & Goals Good conversions but low ranks Keywords with good ranks & low conversions Today’s task: Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them! Ignore brand terms!
  • 37. Keywords, Ranking & Goals Organic Keywords
  • 41. Where to find your query Do a search Look at the URL “field-keywords”
  • 42. How to setup Analytics Settings (top left hand corner) Edit profile settings
  • 46. Exit Pages Where people get fed-up & leave! What should you pay attention to... ‘Utility’ pages are the ones to watch About Us Terms & Conditions Contact Us Delivery Information FAQs Benchmark against your own site averages
  • 48. Recap – Reports to Run Review top 10 Referral sources against goals Keywords, Goals & Rankings – review the top 10 keywords In-Site Search – review and/or setup... Visits by Traffic Source – find spikes & capitalise on them Exit Rate – review your ‘utility’ pages, can you make improvements?
  • 49. Who, What, When, Why What Google Analytics can't tell you
  • 50. Putting the Why into the What Google Analytics can help you understand what your visitors did – Not Why! Use other tools to help close the loop Low cost usability testing Google Website Optimiser Surveys Was this article helpful Ask for feedback
  • 51. Low cost usability testing Rocket Surgery Made Easy – Steve Krug Simple, quick wins, ongoing exercise, fast, cheap!
  • 52. The HiPPO in the room Highest Paid Person’s Opinion (wins) “Change that picture on the home page to something else.” From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg
  • 53. Results – 20% uplift
  • 54. Crazy Egg - $9/month
  • 55. ClickTale – from $99/month
  • 58. Google Conversion University http://www.google.com/support/conversionuniversity Learning centre to study for the Google Analytics Individual Qualification (IQ) Good resource for basic navigation, interpreting reports & in-depth analysis
  • 59. Books Great Google Analytics ‘handbook’ Great for more advanced web analytics & theory
  • 61. Final thoughts Think like a TOFF & report against your KPIs Put the effort in & get good data out (the setup…) 5 reports to check – today! Record changes & test when you can Utilise additional tools
  • 62. Questions Any further questions?
  • 63. Recap – Reports to Run Review top 10 Referral sources against goals Keywords, Goals & Rankings – review the top 10 keywords In-Site Search – review and/or setup! Visits by Traffic Source – find spikes & capitalise on them! Exit Rate – review your ‘utility’ pages, can you make improvements?

Editor's Notes

  1. DEFINE ACTIONABLEFree tool for analysing your website traffic
  2. Basic install is a synch. There’s a mass more you can do However going a few additional steps is often required to make the data actionable.
  3. Simple rule – without Kippers your cream crackered.Kippers = KPISo how do you decide what KPIs to have?Timely – it needs to happen in the first visit (or two) Timely should really be fast – but that just doesn&apos;t work – FOFF isn&apos;t nearly as memorable.Online – you need the action to be onlineFrequent – it needs to happen often enough to gather dataFinancial – need t be able to put a financial value on it somehow – gross approximation better than noneVolunteer
  4. A funnel is just a series of steps before a goal conversion. The easiest way to explain this using the example of a shopping cart on an e-commerce site. The visitor will have to complete a number of steps from seeing the item to having the purchase confirmed. Steps such as registering, adding delivery address details, confirming the order, making payment &amp; seeing the receipt page.These steps will always be in the same order but it doesn’t matter if the visitor misses out a step or returns halfway through the funnel.The funnel gives us great information about which areas of the sales process is not working – are people leaving when they see how many details they have to enter just to register, do they get to the confirmation stage &amp; see the high shipping costs and leave? The small example to the side there shows that people enter and leave the funnel at different stage but shows us an overview of how successful the sales funnel process is.I’ve given a B2C example here but again this is just as relevant on a B2B site – do you ask for details before the download of a white paper? Is there a registration process for new users?
  5. Statisticians wet dream. Don’t worry to much if you don’t follow this, the point is really just to illustrate how much depth you can go into if you want. well you can dig
  6. Sadly not goals but  shows surges in referrals/direct and a follow up search peak (intensive blogging)Jump in referrals after being featured in the industry’s premier news site Action taken: live blogging exercise = success (so repeat)!  Thank author of linking article, develop relationship
  7. Option 1 – “OK, boss” Suck upOption 2 – “No way – you’re wrong!”P45Option 3 – “Let’s test it against my idea &amp; the loser buys lunch”Scientific, more fun &amp; lower chance of the P45 scenario
  8. Much better than the Analytics overlay as:Much better visual representationShows where people have tried to click inc where you shouldn’t click
  9. So sexy, it hurts. Records mouse movements and clicks:Can watch recordings of individuals move through your websiteCrazy Egg style heat mapsBrilliant for forms – identifies problem fields really easily.