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How To Learn What Your Customers Want With Google Analytics

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This presentation introduces you to several concepts in Google Analytics that allow you to learn what your customers really want from your business.

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How To Learn What Your Customers Want With Google Analytics

  1. 1. HOW TO LEARN WHAT YOUR CUSTOMERS WANT – WITH GOOGLE ANALYTICS Will Marlow, LLC
  2. 2.  Founded in 2012  Google AdWords Certified Partner (2x) Search & Display  Bing & Yahoo Accredited  Google Analytics Certified  Specialize in data-driven marketing for organizations Will Marlow, LLC
  3. 3.  PPT will be available at slideshare.net/willmarlow  Notes will be available at willmarlow.com/blog  Please interrupt! Presentation
  4. 4.  How does Google Analytics work?  What can you do with Google Analytics?  You’ll learn some things that you can do yourself  Other things you’ll probably want to hire someone to do for you. Presentation Agenda
  5. 5.  Free  Track user behavior on your website  Uses only non-invasive third-party cookies  Measure everything from basic activity (right away) to advanced actions (customization required) Google Analytics – Quick Introduction
  6. 6. What can you do with Google Analytics? • Listening • Measuring • Testing
  7. 7. What is Listening?  What content on your website is most popular?  What keyword data are people looking for to find you?  What keyword data are people searching for on your website itself?  What links, CTAs, and PDFs, are people clicking on?
  8. 8. Content Popularity
  9. 9. Content Popularity
  10. 10. Content Popularity
  11. 11. Content Popularity Advanced Filtering by URL Keyword
  12. 12. Internal Site Search
  13. 13. Internal Site Search
  14. 14. Internal Site Search
  15. 15. Event Tracking – You Define It
  16. 16. Event Tracking – You Define It
  17. 17. Event Tracking – You Define It
  18. 18. Event Tracking – You Define It Advanced Filtering by URL Keyword
  19. 19. What can you do with Google Analytics? • Listening • Measuring • Testing
  20. 20. What is Measuring?  This is all about measuring specific outcomes – goal tracking.  As well as visitor paths – funnel visualization.  Counting revenue– e-commerce tracking.
  21. 21. Goal Tracking Create Multiple Goal Definitions
  22. 22. Goal Tracking REVENUE GOAL / LEADS CONTACT SUBMISSION
  23. 23. Measuring Goals
  24. 24. Measuring Goals
  25. 25. Measuring Revenue
  26. 26. Measuring Revenue from Keywords Keyword A Keyword B Keyword C Keyword D Keyword E Keyword F Keyword G Keyword H Keyword I Keyword J Note: keywords are obscured
  27. 27. Multi-Channel Funnels
  28. 28. What can you do with Google Analytics? • Listening • Measuring • Testing
  29. 29. Experiments – Version A Headline “A” Note URL
  30. 30. Experiments – Version A vs. B Headline “B” Note NEW URL
  31. 31. Results of Experiments
  32. 32. Let’s set some stuff up.
  33. 33. If you want help measuring what your customers want on your website, let’s talk. Will Marlow will@willmarlow.com m. 202.577.3350 Thank you.

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