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SMX - 3 Often Missed Google Analytics Reports (That Can Make Your Business Money)

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Find out 3 Easy and Often-Missed Google Analytics reports that can you can use to help make your business money.

Originally presented at Search Marketing Expo (SMX)

Published in: Internet
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SMX - 3 Often Missed Google Analytics Reports (That Can Make Your Business Money)

  1. 1. 3 Easy & Often Missed Google Analytics Reports Helen M. Overland VP Conversion Optimization, On-Page SEO & Analytics
  2. 2. Who is Search Engine People? • 2009, 2010, 2011, 2012 PROFIT100 ranking • Over 1000 clients worldwide • Amongst top 13k most visited sites worldwide
  3. 3. What most people do in Google Analytics Analytics 1. Did we get traffic? 2. Did traffic go up? 3. Did people convert? 4. Did we rank for our keywords last month? 5. Maybe top landing pages? 6. Maybe top converting keywords? 7. Maybe most visited content?
  4. 4. Level: EASY Missed Report #1
  5. 5. Level: EASY Missed Report #1 “The Long View”
  6. 6. WHY The “Long View” Analytics • Many people look at Month over Month (MoM) or Year over Year (YoY) data • This lets you see if your traffic is going up • But long term trends are frequently MISSED!
  7. 7. WHY The “Long View” Analytics For example – traffic looks pretty good here:
  8. 8. WHY The “Long View” Analytics But progress is much clearer with a Longer View
  9. 9. WHY The “Long View” Analytics Penalties, for example, are best diagnosed from a Long View
  10. 10. Level: Medium Missed Report #2
  11. 11. Level: Medium Missed Report #2 Tracking Social Value
  12. 12. Tracking Social Value Analytics A Few Truths about Social Media: 1. Social Media is highly trackable, but still difficult to determine value 2. Most people do NOT generally convert directly from social media 3. Social Media can HELP in generating conversions, if you’re doing social effectively
  13. 13. Tracking Social Value Analytics An Assisted Conversion is: A source of traffic that brought a visitor to your site, who did, eventually, convert, but not in the visit from this source. An Assisted Source is a team player, it supports the converting pages.
  14. 14. Tracking Social Value Analytics • Google now offers “Multi-Channel Funnels”, which can show you how social media has ASSISTED your conversions
  15. 15. Tracking Social Value Analytics You get a list of how common social networks have assisted your conversions. If you’ve put value on conversions, you can also see how much value each network returned
  16. 16. Tracking Social Value Analytics You get a list of how common social networks have assisted your conversions. If you’ve put value on conversions, each networks value is also available to you 11 Conversions visited facebook before converting, and then converted from a different source (PPC, SEO, etc)
  17. 17. Level: Medium Missed Report #3
  18. 18. Level: Medium Missed Report #3 When To Staff the Phone
  19. 19. When to Staff the Phone Analytics Many businesses are open a variation of 9am to 5pm. But many consumers get home from work, get dinner, and then get down to business – they want to call in the evening
  20. 20. When to Staff the Phone Analytics Sample data from call tracking across clients sites:
  21. 21. When to Staff the Phone Analytics Sample data from call tracking across clients sites: 10.4% of calls before 9am or after 5pm!!
  22. 22. When to Staff the Phone Analytics Create a custom report to find out when people are visiting your site
  23. 23. When to Staff the Phone Analytics FIND OUT if visitors to the site are arriving outside of business hours BEFORE you hire someone to answer the phone
  24. 24. When to Staff the Phone Analytics Not a data person? No problem! Make the data visual
  25. 25. When to Staff the Phone Analytics For example – this client serves small businesses Learning: Small business owners are too busy for administrative research during the day – they take care of their business administration during the evenings
  26. 26. When to Staff the Phone Analytics Client who serves small business – most new visits after hours
  27. 27. When to Staff the Phone Analytics Action: The client is coordinating resources to answer the phone after hours
  28. 28. © 2011 Search Engine People, Inc. All Rights Reserved Thank you! Questions? searchenginepeople.com Helen M. Overland VP Conversion Optimization, On-Page SEO & Analytics

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