Web Analytics and Wordpress - Wordcamp Chicago 2011


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Presentation from 7/30 at the 2011 Wordcamp Chicago Conference

Web Analytics is a critical tool for discovering opportunities for growth and determining the success of your WordPress blog/website

This session will explore:

*Why you should use Web Analytics.

*What you should be measuring, what is important, what is not

*Using leading web analytics solutions with WordPress (free, open source and enterprise solutions)

*WordPress plugins for getting the most out of analytics as well as streamlining installation and setup on your site

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Web Analytics and Wordpress - Wordcamp Chicago 2011

  1. 1. Web Analytics and Wordpress Understanding your Wordpress site stats and more about your visitors Chris King – Senior SEO & Analytics Strategist, designory. Blog: http://chrisking.info Twitter: @fendmark
  2. 3. Wordpress & Web Analytics <ul><li>What is Web Analytics? </li></ul><ul><li>Selecting Web analytics software </li></ul><ul><li>Analytics setup and implementation </li></ul><ul><li>Using analytics to grow your business </li></ul>
  3. 4. My Flooded Basement
  4. 5. What is Web Analytics? <ul><li>“ Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.” Web Analytics Association </li></ul><ul><li>Web analytics serves two main purposes </li></ul><ul><ul><li>Identifies growth opportunities </li></ul></ul><ul><ul><li>Demonstrates the value of your site </li></ul></ul>
  5. 6. The most powerful combination in Online Marketing
  6. 7. Selecting a web analytics tool
  7. 8. Proper web analytics setup is critical <ul><li>Tag everything </li></ul><ul><li>Set and validate conversion tracking </li></ul><ul><li>Flash and rich media typically require custom tagging </li></ul><ul><li>Specify channel tracking strategy </li></ul><ul><li>Don’t forget: </li></ul><ul><li>Garbage In, Garbage Out </li></ul>
  8. 9. Web Analytics Plugins for Wordpress <ul><li>YOU DON’T NEED THEM </li></ul><ul><li>Just edit the header.php file in your theme and place analytics snippet just before the closing </head> tag and custom tag more advanced elements as needed </li></ul>
  9. 10. Two Great GA plugins <ul><li>Google Analytics for Wordpress (Joost De Valk) </li></ul><ul><li>http://wordpress.org/extend/plugins/google-analytics-for-wordpress </li></ul><ul><li>Google Analytics Dashboard (Carson McDonald) </li></ul><ul><li>http://wordpress.org/extend/plugins/google-analytics-dashboard/ </li></ul>
  10. 11. Setup on Theme Frameworks <ul><li>Thesis </li></ul><ul><li>Genesis </li></ul>Theme settings > Header/Footer Scripts Admin Panel > Appearance > Thesis Options
  11. 12. Use Analytics to grow your business
  12. 13. But please don’t be this guy How many hits did we get today?
  13. 14. Analytics reporting is worthless unless you take action <ul><li>Spend less time on reports </li></ul><ul><li>Focus on what matters </li></ul><ul><li>Use analytics to drive site improvements </li></ul>
  14. 15. Identify 2 main goals for your site <ul><li>Select top Key Performance Indicators or (KPIs) </li></ul><ul><li>What do you consider an indicator of success? </li></ul><ul><ul><li>Email Newsletter Subscription </li></ul></ul><ul><ul><li>Clicks on ads/Banner Impressions </li></ul></ul><ul><ul><li>Product sale </li></ul></ul><ul><ul><li>Whitepaper download </li></ul></ul><ul><ul><li>Phone call </li></ul></ul><ul><ul><li>Lead generation form completion </li></ul></ul><ul><ul><li>Store locator visit </li></ul></ul>
  15. 16. Web Analytics Continuous Improvement Process
  16. 17. What is your conversion rate? <ul><li>Desired Outcomes / Visits </li></ul>
  17. 18. But.. conversion rate is only part of the whole picture The 1-3% who fill out a lead generation form, make a purchase…. Everyone Else
  18. 19. Types of reports you should be pulling regularly <ul><li>Don’t look at any one metric alone, compare it to other data points to get context </li></ul><ul><li>Top Entry Pages </li></ul><ul><li>Top Exit Pages </li></ul><ul><li>Conversion Funnel </li></ul><ul><li>Top Search Keywords (paid/natural) </li></ul><ul><li>Clickmap/In-Page Analytics </li></ul><ul><li>Bounce Rate Analysis </li></ul><ul><li>Top Referrers </li></ul><ul><li>Top Onsite Search Terms </li></ul>
  19. 20. Use Google In-Page Analytics See exactly where visitors are clicking on your Wordpress site
  20. 21. Integrate your Adsense account with Google Analytics Track Ad Clicks and Revenue Generated by Keyword
  21. 22. Track Wordpress Search in GA <ul><li>In profile settings add an “s” to query parameter </li></ul>
  22. 23. Split A/B and Multivariate testing Multivariate Testing Split A/B testing
  23. 24. Web Analytics Reporting <ul><li>A comprehensive web analytics program will include: </li></ul><ul><ul><li>Monthly or Weekly top level reporting dashboard </li></ul></ul><ul><ul><li>Regular review of analytics trends </li></ul></ul><ul><ul><li>Monthly proactive reporting </li></ul></ul>
  24. 25. A Few Great Analytics Resources <ul><li>http://www.webanalyticsdemystified.com </li></ul><ul><li>http://www.kaushik.net/avinash </li></ul><ul><li>http://www.grokdotcom.com </li></ul><ul><li>http://visualrevenue.com/blog </li></ul><ul><li>http://analytics.blogspot.com </li></ul>
  25. 26. Summary <ul><li>Make sure your analytics software is setup properly and tag everything </li></ul><ul><li>Select two main goals to measure on your Wordpress site </li></ul><ul><li>Web analytics is completely useless unless you are taking action on your findings </li></ul>
  26. 27. Thank You Very Much <ul><li>Chris King </li></ul><ul><li>Senior SEO & Analytics Strategist </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @fendmark </li></ul><ul><li>Blog: http://chrisking.info </li></ul>