Using Google Analytics To Improve Your Business - Gravity Switch

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This Presentation Will Help You
Set up Google Analytics
Define goals for your website
Better understand various reports
Better interpret data

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Using Google Analytics To Improve Your Business - Gravity Switch

  1. 1. Using Google Analytics To Improve Your Website <ul><li>Hidden Tech: March 31, 2010 </li></ul>gravity switch Nice people. Award-winning process. Websites done right.
  2. 2. Overview <ul><li>01. Introductions </li></ul><ul><li>02. Why Google Analytics? </li></ul><ul><li>03. Website Goals </li></ul><ul><li>04. Reports </li></ul><ul><li>05. Tips & Tricks </li></ul><ul><li>06. Applying What You Learned </li></ul>
  3. 3. Who I Am / What I Do <ul><li>Derek Allard [email_address] .com </li></ul><ul><li>Website designer / programmer </li></ul><ul><li>Constant website improvement </li></ul><ul><li>Maximize value of website </li></ul><ul><li>Return On Investment (ROI) </li></ul>
  4. 4. Who Are You? <ul><li>What do you want from this workshop? </li></ul><ul><li>Do you have a website? </li></ul><ul><li>Do you use Google Analytics? </li></ul><ul><li>What has your experience been? </li></ul>
  5. 5. This Workshop Will Help You <ul><li>Set up Google Analytics </li></ul><ul><li>Define goals for your website </li></ul><ul><li>Better understand various reports </li></ul><ul><li>Better interpret data </li></ul>
  6. 6. Workshop Materials <ul><li>Presentation is posted at http://www.gravityswitch.com/analytics </li></ul>
  7. 7. Why Google Analytics?
  8. 8. <ul><li>Industry Standard </li></ul>Why Google Analytics?
  9. 9. <ul><li>Industry Standard </li></ul><ul><li>Easy to Use </li></ul>Why Google Analytics?
  10. 10. <ul><li>Industry Standard </li></ul><ul><li>Easy to Use </li></ul>Why Google Analytics? Free
  11. 11. Google Analytics Can Help You
  12. 12. Google Analytics Can Help You <ul><li>Think About Goals </li></ul>
  13. 13. Google Analytics Can Help You <ul><li>Think About Goals </li></ul><ul><li>Track Results </li></ul>
  14. 14. Google Analytics Can Help You <ul><li>Think About Goals </li></ul><ul><li>Track Results </li></ul><ul><li>Save Money on Marketing Campaigns </li></ul>
  15. 15. Google Analytics Can Help You <ul><li>Think About Goals </li></ul><ul><li>Track Results </li></ul><ul><li>Save Money on Marketing Campaigns </li></ul><ul><li>Better Understand your Visitors </li></ul>
  16. 16. Setting Up & Defining Goals Setting Up & Defining Goals
  17. 17. Setting Up Google Analytics <ul><li>Sign up </li></ul><ul><li>Install code onto ALL pages of website </li></ul>
  18. 18. Goals Allow You to Monitor Your Website’s Success (or Failure) <ul><li>Examples of Goal Pages: </li></ul><ul><li>- Sign up form </li></ul><ul><li>- Checkout thank you </li></ul><ul><li>- Download a report </li></ul><ul><li>- Request for quote form </li></ul><ul><li>- Viewing a critical page of your website </li></ul>
  19. 19. Setting Up Goals <ul><li>Define goal type </li></ul><ul><li>Define goal funnel </li></ul>“ What do I want my visitors to do on my website?”
  20. 20. Focus On A Limited Number Of Goals <ul><li>Limit yourself to high priority items </li></ul>Website visitors have a limited attention span - keep them focused by keeping yourself focused
  21. 21. Overview Of Reports
  22. 22. Four Main Report Categories <ul><li>Visitors - Geography and Time on Site </li></ul><ul><li>Traffic Sources - Where users come from </li></ul><ul><li>Content - Page Popularity </li></ul><ul><li>Goals - What does this mean to your biz? </li></ul>
  23. 23. Four Main Report Categories <ul><li>Visitors - Geography and Time on Site </li></ul><ul><li>Traffic Sources - Where users come from </li></ul><ul><li>Content - Page Popularity </li></ul><ul><li>Goals - What does this mean to your biz? </li></ul>
  24. 24. Four Main Report Categories <ul><li>Visitors - Geography and Time on Site </li></ul><ul><li>Traffic Sources - Where users come from </li></ul><ul><li>Content - Page Popularity </li></ul><ul><li>Goals - What does this mean to your biz? </li></ul>
  25. 25. Four Main Report Categories <ul><li>Visitors - Geography and Time on Site </li></ul><ul><li>Traffic Sources - Where users come from </li></ul><ul><li>Content - Page Popularity </li></ul><ul><li>Goals - What does this mean to your biz? </li></ul>
  26. 26. Four Main Report Categories <ul><li>Visitors - Geography and Time on Site </li></ul><ul><li>Traffic Sources - Where users come from </li></ul><ul><li>Content - Page Popularity </li></ul><ul><li>Goals - What does this mean to your biz? </li></ul>Over 100 Reports
  27. 27. Visitors: Overview <ul><li>Number of Visits and Pageviews </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Average Time on Site </li></ul><ul><li>Percent of New Visits </li></ul><ul><li>Browser / Connection Speed </li></ul>
  28. 28. Visitors: Map Overlay
  29. 29. Visitors: Map Overlay
  30. 30. Visitors: Map Overlay
  31. 31. Visitors: Benchmarking <ul><li>Take with a grain of salt </li></ul><ul><li>Useful for seeing averages </li></ul><ul><li>Set category for more accuracy </li></ul>
  32. 32. Traffic Sources: Overview <ul><li>Direct Traffic (entering address in browser) </li></ul><ul><li>Referring Sites (link on another website) </li></ul><ul><li>Search Engines (Google, Yahoo, etc.) </li></ul><ul><li>Top Traffic Sources / Top Keywords </li></ul>
  33. 33. Traffic Sources: All Traffic Sources <ul><li>Find your best traffic sources </li></ul><ul><li>Analyze visitor behavior from each source </li></ul>
  34. 34. Traffic Sources: Campaigns <ul><li>Google Adwords + Analytics = Happy </li></ul><ul><li>Email Marketing </li></ul><ul><li>Banner Ads </li></ul>
  35. 35. Content: Overview <ul><li>Most popular pages </li></ul><ul><li>Number of pageviews </li></ul><ul><li>Entrance Paths </li></ul>
  36. 36. Content: Top Content <ul><li>Average Time On Page </li></ul><ul><li>Exit Percentage </li></ul><ul><li>Bounce Rate Percentage </li></ul>
  37. 37. Content: Site Overlay <ul><li>Very Visual </li></ul><ul><li>Works Great with Goals </li></ul>
  38. 38. Goals: Overview <ul><li>Number of completed goals </li></ul><ul><li>Goal conversion rate </li></ul>
  39. 39. Goals: Reverse Goal Path <ul><li>Find Patterns </li></ul><ul><li>Look Backwards from Goal Pages </li></ul>
  40. 40. Goals: Funnel Visualization <ul><li>See where visitors fall off defined path </li></ul><ul><li>Improve flow to increase conversion </li></ul>
  41. 41. Tips And Tricks
  42. 42. Tips And Tricks <ul><li>All Links can be tagged </li></ul>
  43. 43. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul>
  44. 44. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul><ul><li>Timeframe is adjustable </li></ul>
  45. 45. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul><ul><li>Timeframe is adjustable </li></ul><ul><li>Views buttons are your friend </li></ul>
  46. 46. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul><ul><li>Timeframe is adjustable </li></ul><ul><li>Views buttons are your friend </li></ul><ul><li>Filter data to focus on what’s important </li></ul>
  47. 47. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul><ul><li>Timeframe is adjustable </li></ul><ul><li>Views buttons are your friend </li></ul><ul><li>Filter data to focus on what’s important </li></ul><ul><li>Apply values to your goals </li></ul>
  48. 48. Tips And Tricks <ul><li>All Links can be tagged </li></ul><ul><li>Reports can be automatically emailed </li></ul><ul><li>Timeframe is adjustable </li></ul><ul><li>Views buttons are your friend </li></ul><ul><li>Filter data to focus on what’s important </li></ul><ul><li>Apply values to your goals </li></ul><ul><li>See handout for more resources </li></ul>
  49. 49. 06. Applying What You Learn Applying What You Learned
  50. 50. Takeaways <ul><li>All websites have room for improvement - Google Analytics will show the way </li></ul><ul><li>Set up goals to more accurately (and easily) track successes and failures </li></ul><ul><li>Focus only on those reports that are relevant to your website </li></ul>
  51. 51. Additional Resources <ul><li>Google Analytics Website / Google URL Builder </li></ul><ul><li>Advanced Web Metrics with Google Analytics by Brian Clifton </li></ul><ul><li>Web Design for ROI by Lance Loveday & Sandra Niehaus </li></ul>
  52. 52. Ask me Questions Ask Me Questions
  53. 53. Thank You! <ul><li>Derek Allard </li></ul><ul><li>Gravity Switch </li></ul><ul><li>derek@gravityswitch.com | 586.9596 </li></ul><ul><li>twitter.com/derekallard </li></ul><ul><li>facebook.com/gravityswitch </li></ul><ul><li>linkedin.com/in/derekallard </li></ul>

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