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Google Analytics 101 | 2015

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Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.

Published in: Marketing

Google Analytics 101 | 2015

  1. 1. Andy  Halko   @andyhalko   Insivia   @insivia   GOOGLE ANALYTICS 101
  2. 2. THINK SMART. ACT BOLD. CREATE   STRATEGIES     AUDITS   CONSUMER  RESEARCH   PERSONA  DEVELOPMENT   POSITIONING   CHANNEL  PLANNING   STRATEGIC  PLANS   SALES  PROCESS  MAPPING   MESSAGE  DEVELOPMENT   REACH   PROSPECTS     SEARCH  OPTIMIZATION   PPC  /  ADVERTISING   CONTENT  MARKETING   SOCIAL  MEDIA   E-­‐MAIL  MARKETING   MARKETING  AUTOMATION   DIRECT  MAIL   PUBLIC  RELATIONS   CONVERT   LEADS     WEB  DESIGN   MOBILE  APPS   INTERACTIVE  EXPERIENCES   WEB  APPS  /  TOOLS   VIDEO   MOTION  GRAPHICS   MICROSITES   A/B  TESTING   CLOSE   SALES     E-­‐COMMERCE   PRODUCT  CONFIGURATORS   ONLINE  ESTIMATORS   PRESENTATIONS   SALES  COLLATERAL   AUGMENTED  REALITY   ONLINE  PROPOSALS   CRM  
  3. 3. OUR GOAL IS REVENUE
  4. 4. OPTIMIZING e THE FUNNEL w CAN HAVE ` HUGE ` IMPACT `
  5. 5. EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
  6. 6. YOUR WEBSITE THE JUICE MEAT OF YOUR FUNNEL •  KEEP  PEOPLE  ON  THE  SITE   •  MAKE  IT  EASY  TO  FIND  WHAT  THEY  WANT  FAST   •  MAKE  IT  COMPREHENSIBLE   •  DRIVE  ACTION   •  SERVE  SUSPECTS  AS  MUCH  AS  PROSPECTS  
  7. 7. REVENUE MAPPING
  8. 8. GOOGLE ANALYTICS TONS AND TONS OF DATA
  9. 9. MARKETING IS SCIENCE AND ART
  10. 10. INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA. ANALYZE LONG-TERM COMBINE DISCOVERIES ALWAYS BE TESTING
  11. 11. BOUNCE RATE HERE AND GONE. (probably to your competitor) A  bounce  can  be...   Clicking a link to a different site Clicking the back button Typing in a new URL Closing a window
  12. 12. INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THAN OVERALL SITE BOUNCE RATE WORRY  IF  OVER  50%   KEEP  IMPROVING  AT  50%   AIM  FOR  25%  
  13. 13. DETERMINING THE CAUSE SITE EXPERIENCE Overall Design Load Time Distractions PRIMARY MESSAGE Message does not match campaign or source. ACTIONS Hidden Navigation No Primary Action Confusing Navigation AUDIENCE Right or Wrong
  14. 14. GET PERSPECTIVE FILTERS, SEGEMENTS, GROUPING & CUSTOM VARIBALES
  15. 15. PROFILE FILTERING TYPES OF FILTERS Your Company Campaigns Channels Regions Devices FOCUS IN TO CLEARLY SEE TRENDS
  16. 16. SEGMENTS & METRICS COMPARE SUBSETS TO SEE IMPACTS
  17. 17. GROUPING CONTENT SEE PAGES TOGETHER
  18. 18. CUSTOM VARIABLES ADD YOUR OWN DATA TO VISITORS TYPES OF VARIABLES Specific Users Subscribers Membership Levels REALLY ANYTHING CAN HELP YOU SEE SPECIFIC TRENDS
  19. 19. GOALS MAKE SURE YOU COUNT THE WINS
  20. 20. WHAT MATTERS TO YOU ACTION POINTS Call Contact Form Complete Order Where To Buy Event Registration NURTURE POINTS Newsletter Sign-Up Demo Social Connection Download Share Always setup Goals in Analytics & connect third-party software.
  21. 21. ASSIGN VALUE GOAL Call Contact Form Where To Buy Event Registration Newsletter Sign-Up Demo Download VALUE $ 100 $ 90 $ 150 $ 20 $ 5 $ 50 $ 6 Just because it does not have a direct dollar does not mean it isn’t worth anything.
  22. 22. SOME CONVERSION OPTIMIZATION BASICS Primary CTAs on every page in prime locations. Simple, easy forms. Keep actions above the fold. Don’t get all fancy wordsmith-y. Less steps. Value. Value. Value. OH,  AND…   GREAT  DESIGN  &   SMART  MESSAGING   ALONE  CAN  MAKE  A     MAJOR  IMPACT  ON   VALIDATION  FOR   PROSPECTS    
  23. 23. AUDIENCE THE WHO
  24. 24. LEARN ABOUT YOUR AUDIENCE Technology Mobile Custom Benchmarking User Flow Demographics Interests Geography Behavior
  25. 25. BEHAVIOR
  26. 26. BENCHMARKING
  27. 27. AQUICITION THE WHERE
  28. 28. WHERE PEOPLE COME FROM Channels Treemaps Source / Medium Referrals AdWords Campaigns Search Queries Social Campaigns
  29. 29. CHANNELS
  30. 30. TREEMAPS
  31. 31. OPTIMIZE LINKS
  32. 32. BEHAVIOR THE WHAT
  33. 33. WHAT ARE PEOPLE DOING Content Landing Pages Exits Site Speed Site Search Events
  34. 34. CONTENT
  35. 35. EXITS & FLOW
  36. 36. EVENTS
  37. 37. EXPERIMENTS TEST.
  38. 38. A/B TESTING COMPARE RESULTS FROM TWO VERSIONS
  39. 39. STOP GUESSING
  40. 40. OTHER ANALYTICS CLICK, EYE, SCROLL, SOCIAL, SCORING
  41. 41. Heat  Mapping   +   Human  Psychology  
  42. 42. CLICK TRACKING Feel the heat.
  43. 43. SCROLL TRACKING You don’t have to guess if long pages work.
  44. 44. WHERE DO WE RANK? SEARCH OPTIMIZATION
  45. 45. WEBMASTER TOOLS KEY PHRASES LINKS TO YOUR SITE SITE SPEED CRAWL ERRORS SITEMAPS SEARCH APPEARANCE
  46. 46. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy  Halko   @andyhalko   Insivia   @insivia   Obtain the slides at Insivia.com/columbus-smps

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