Analyzing Website Behavior
So you have a website...

That’s nice.
But what good is a website if
you don’t care who visits it?
Nice to meet
you!

Your new
best friend:
Google
Analytics

https://analytics.google.com
What it does:
Tells you WHO, WHERE, WHAT, WHEN.
Who is looking at your site?
When are they looking?
Where are they looking...
What you see:
Why check analytics?
•  To know if you’re reaching people
•  To know who you’re reaching
•  To know what people are actual...
Two Types of Websites with
Different Analytics Goals

Company Page
What: your official website
Goal: Spread information
ab...
Things to Think About:
1. website usability
2. traffic sources
3. visitor profiles
4. conversion statistics

- Pageviews
-...
1. Website Usability:
How easy is it to find something on your website?
Pageviews
What: a general indicator of demand for /
popularity of pages within your website
Time on Site / Bounce Rate
What it means: high bounce rate (percentage)
may mean people aren’t finding what they want on
y...
Behavior Flow (Click Path)
2. Traffic Sources:
How are people getting to your site?
Referral Websites
What it means: other bloggers and websites
respect you and your content enough to talk
about and link to...
Search Engines
What it means: High % of search engine traffic means you’re acquiring new readers
on a regular basis intere...
Direct
What it means: your web address is
memorable enough for someone to
type directly into the web browser
It matters be...
Online Campaign
What it means: You are
running a paid advertising
campaign with multiple ads
It matters because: You can
s...
MUST DO: URL TAGGING
Can help you identify
which campaign’s ad
your visitor is coming
from
3. Visitor Profiles:

Who uses your site?
Keywords
What: People are clicking on your site after
searching for specific keywords
It matters because: make sure the ke...
Time of Day
What it means: People are
coming to your site more
during certain hours
It matters because: you
want to update...
4. Conversion Statistics:

How many people come back again and again?
New Visitors / Returning
Visitors
What: a comparison of new (firsttime) visitors to return visitors
It matters because: kn...
Define Goals!
Goals are a
versatile way to
measure how well
your site or app
fulfills your target
objectives
Conversions
What: tracking customer
actions (i.e. signing up for
a newsletter or making a
purchase)
It matters because:
kn...
Conversions for ROI Tracking
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Analyzing Website Behavior with Google Analytics

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In this slide show, the team at Green and Red Technologies walks you through the basics of analyzing your website traffic and behavior. We point out the key metrics that are most important on Google Analytics and explain how each can help you bring your website to the next level of engagement and popularity.

Published in: Marketing, Technology, Business
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Analyzing Website Behavior with Google Analytics

  1. 1. Analyzing Website Behavior
  2. 2. So you have a website... That’s nice.
  3. 3. But what good is a website if you don’t care who visits it?
  4. 4. Nice to meet you! Your new best friend: Google Analytics https://analytics.google.com
  5. 5. What it does: Tells you WHO, WHERE, WHAT, WHEN. Who is looking at your site? When are they looking? Where are they looking from? What site did they visit immediately before? How much time did they spend on your site? How many links did they click?
  6. 6. What you see:
  7. 7. Why check analytics? •  To know if you’re reaching people •  To know who you’re reaching •  To know what people are actually reading on the site •  To know how people got to the site (google search, direct, link from another site, etc) •  To know what’s NOT working and make changes
  8. 8. Two Types of Websites with Different Analytics Goals Company Page What: your official website Goal: Spread information about the company Landing Page What: the page an online ad links to Goal: Give people a way to become customers
  9. 9. Things to Think About: 1. website usability 2. traffic sources 3. visitor profiles 4. conversion statistics - Pageviews - Time on Site - Behavior Flow (Click Path) - Referral Websites - Search Engines - Online Campaigns - Keywords - Time of Day - New Visitors - Returning Visitors - Conversions - Goals
  10. 10. 1. Website Usability: How easy is it to find something on your website?
  11. 11. Pageviews What: a general indicator of demand for / popularity of pages within your website
  12. 12. Time on Site / Bounce Rate What it means: high bounce rate (percentage) may mean people aren’t finding what they want on your page It matters because: by comparing bounce rates for different pages, you can see what’s working and what’s not Why you should care: if people don’t find what they are looking for, they may not ever return to your site
  13. 13. Behavior Flow (Click Path)
  14. 14. 2. Traffic Sources: How are people getting to your site?
  15. 15. Referral Websites What it means: other bloggers and websites respect you and your content enough to talk about and link to you. It matters because: Your influence is reaching into other sites. Why you should care: Visitors from other blogs and websites similar to yours are the ones most likely to subscribe to your feed, comment on your posts, or become repeat visitors in the future
  16. 16. Search Engines What it means: High % of search engine traffic means you’re acquiring new readers on a regular basis interested in topics you cover It matters because: Search engines tend to be a consistent source of traffic over the long term, and provide an indicator of the trust level of your website.
  17. 17. Direct What it means: your web address is memorable enough for someone to type directly into the web browser It matters because: increasing direct traffic could mean you have gained more loyal, repeat customers
  18. 18. Online Campaign What it means: You are running a paid advertising campaign with multiple ads It matters because: You can see how well your landing page matches your campaign ads. High bounce rate means people aren’t finding what they want when they click your ad
  19. 19. MUST DO: URL TAGGING Can help you identify which campaign’s ad your visitor is coming from
  20. 20. 3. Visitor Profiles: Who uses your site?
  21. 21. Keywords What: People are clicking on your site after searching for specific keywords It matters because: make sure the keywords in the report are associated in some way with what your company does/offers.
  22. 22. Time of Day What it means: People are coming to your site more during certain hours It matters because: you want to update your content at times when people will be looking at it
  23. 23. 4. Conversion Statistics: How many people come back again and again?
  24. 24. New Visitors / Returning Visitors What: a comparison of new (firsttime) visitors to return visitors It matters because: knowing the habits of your site visitors (new vs. returning) can help you better plan & target future marketing campaigns If you aren’t getting any new visitors, its time to increase your outreach!
  25. 25. Define Goals! Goals are a versatile way to measure how well your site or app fulfills your target objectives
  26. 26. Conversions What: tracking customer actions (i.e. signing up for a newsletter or making a purchase) It matters because: knowing where most conversions originated means you can focus on those channels for future marketing, etc.
  27. 27. Conversions for ROI Tracking

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