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Similar to Google Analytics: Unlock Your Website's Customer Data Potential
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Google Analytics: Unlock Your Website's Customer Data Potential
- 1. Google Analytics The wild, wild world of analytics and content Amanda Lewis Hill, MBA, APR #ctxnmanalytics Texas Farm Bureau
- 2. “Analytics allow you to be much more predictive on how a program is going to work, rather than relying on a gut feel.” -PR Tactics Why track analytics? #ctxnmanalytics
- 4. The Google Monster • 100B searches per month • Leader in customer data • Expansive products • Gmail • Maps • YouTube • News • Drive • Wallet • Blogger #ctxnmanalytics
- 5. Google knows all. Why should we care? #ctxnmanalytics
- 6. You can, too. Find out: ◦ Who is visiting ◦ From where they’re visiting ◦ How they’re using your site ◦ How they’re interacting with your brand Use data to increase ROI Why should we care? #ctxnmanalytics
- 7. http://www.goldennugget.com/images/682cas_jackpot.jpg Customer Data: The Ultimate Jackpot #ctxnmanalytics
- 8. What is your web traffic? • Visits • Unique Visits • Pageviews • Pages per Visit • Average Visit Duration • Bounce Rate • New vs. Returning #ctxnmanalytics
- 9. Who is visiting your site? • Map location • Specific markets • Engagement • Pages per Visit • Average Visit Duration • Bounce Rate #ctxnmanalytics
- 10. How are they getting there? • Search • Google, Bing, Yahoo, etc. • SEO – Keywords to find you • Referral • Other websites • Social media – Facebook, Twitter, mobile sites • Bloggers • Direct • Most popular pages #ctxnmanalytics
- 11. How are they using your site? • Reference and leave • Stay and engage • Stationary vs. on the go #ctxnmanalytics
- 13. Just the tip of the iceberg… AdWords Conversions and E-commerce Dashboards Other tools #ctxnmanalytics
- 14. Getting started: • http://analytics.google.com • Sign into your Google account • Click “Access Analytics” • Click “Sign Up” • Enter the website you’d like to track • Site will prompt you for more information • Provides Java script for your site, as well as instructions • Send code to your site manager, programmer •Helpful video: http://youtu.be/gM04E0Gy1SA #ctxnmanalytics
- 15. Questions? Amanda Lewis Hill, MBA, APR Texas Farm Bureau @AmandaLHill #ctxnmanalytics ahill@txfb.org
Editor's Notes
- Why should you track analytics?-Too often we go on a “gut feel” with our business. -But what if we could harness information to DO MORE?
- We all know the Google Monster…
- #1 search engine in the WORLD with 65-66% of share in 2012 (Search Engine Land, http://searchengineland.com/google-worlds-most-popular-search-engine-148089)100 billion searches every month (As of Aug. 2012, Search Engine Land, http://searchengineland.com/google-search-press-129925)Countless products to serve nearly all of our needs online – Google wants to be all things to all people – all over the world.Leader in customer data – each search reveals something about us – what we want to buy, our interests, our aspirations
- The truth is, Google knows all…Google’s “Parisian love” advertisement – debuted during Super Bowl in 2010, it’s first 30-second spothttp://youtu.be/nnsSUqgkDwU
- To most business owners (and marketers), the customer can be elusive. Who are they? What do they look like? Where are they coming from?What if you could predict who is coming to your site, what they specifically are looking for and how they want to get it? You would have hit the Ultimate Jackpot in Customer Data.Google Analytics can help you harness the power of Google to understand your site visitors (customers) better.-Know your customers, know their habits, and most importantly…capture their minds, hearts and wallets.
- Visits – number of times someone visits your site Unique Visits – number of unique individuals visiting your sitePageviews – how much content was viewed Pages per Visit – how deep the visitor dug through your site Average Visit Duration – how long they were there Bounce Rate – did they go deeper into your site? New vs. Returning – new friends or same loyal customers?
- Where do they live? -Find out specific markets, which can help with both online and traditional marketing efforts.-Learn how they engage with your site and make adjustments to fit.
- SearchComes from top search engines like Google, Bing, Yahoo, etc.This is where search engine optimization comes into play. Are you using keywords to improve your rankings, grab attention and increase traffic to your site?Use Google Adwords to look up which words are most popular. Then integrate into your site content.Our most popular search terms were: “texas farm bureau, texas farm bureau member benefits, texas farm bureau insurance, texas farm bureau discounts”Most popular search terms give insight into WHY people are visiting your site. Beef up those areas and play to what people want.Frequent content updates will keep your SEO fresh and drive traffic.Referral-Who is endorsing your site and how can you partner with them?-Facebook is #3 referring site for us. (Mobile Facebook is #7.) HUGE effort on our part to drive traffic from social media to our site.-Find out who you need to link up with, get on board and invest time in relationship with.Direct Traffic-Which pages are most popular? -For us, it’s the home page, member benefits and our news content.-We spend considerable time on these areas to make sure they are user-friendly and up-to-date.-Help you determine what your customers or stakeholders want from you. Conduct business accordingly.
- Reference and leave – short duration, may be returning visitorsStay and engage – higher duration, higher pages per visit, KEY IS CONTENTStationary vs. on the go – mobile platforms, devices (help plan design, platforms)TFB site received 15% of traffic from mobile devicesMost popular were iPhone, iPad (nearly 25,000)Close second are all Droid platforms Important to know so that you can plan your site based on the preferred user experience
- Remember, it’s more than just metrics. All of this information is useless if you don’t harness it to advance your business objectives and enhance relationships with your stakeholders.Here are some additional tools that you may find useful.
- GoogleAdWords-Not only helps you boost your search engine optimization – which is free – but also allows you to facilitate a paid search advertising campaign.Can pay to rank higher in Google search results.Trick is to find unique keywords.Consider hiring a marketing firm that specializes in SEO and paid search advertising.Conversions and E-Commerce-Use to measure effective marketing campaigns, transactions, billing locations, product performance, time to purchase-Tie directly to sales on your siteDashboards-Particularly with social, can see new visitors from social sites, most socially shared content, revenue from your social visitors, etc.
- Here are the instructions to get started. If you need assistance, I’ve included a helpful video to get your started. Also, this would be a good time to call in your web programmer (or at least your geekiest friend) to help.And the best part is… it’s free!