Jan Anayltics Seminar Ver0.5

Understanding Google Analytics

Enterprise Pavilion, Poole
February 2008

Andy Headington
Adido Solutions Limited

© Adido Solutions Limited 2008 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Today’s talk
• About Adido

• What is Google Analytics?

• Where to start…

• Defining your website KPI’s

• Example case study

• Advanced tips and tricks

• Conclusions & questions


Who are Adido Solutions?
What we do:
“Improve business efficiency and reduce costs
using Internet technologies”
Core Services
– Content Management Systems
– Online Promotion
– E-commerce, web design & development


Client list

Dorset Probation Area


What is Google Analytics?
• The most intuitive and easy to use web analytics tool on the market

• It tells you (almost) everything that happens on your website

• Measures everything and is customisable

• Browser based tracking system

• Googles way of making more money?


Why Google Analytics are important?
• Tell you what is (or isn’t) working on your website

• Easy to implement & free but can save or make you £THOUSANDS

• Help to improve visitor experience = happier customers!

• Helps identify if you achieve positive ROI from your marketing
campaign

• Can trial different variants (pages) and analyse which performs best


How do I start?
• Create a Google account (https://www.google.com/accounts/)

• Sign up for an Analytics account (http://www.google.com/analytics/)

• Complete form about your website

• Get the code provided

• Paste into ALL pages on your website (above </body>)

• Log back in, press Activate

• Off you go!!


How do I start?
• Registration screen


How do I start?
• Create a new profile


How do I start?
• Select New Tracking Code

Google will add
new features to this
code, but not to the
legacy code!!


How do I start?
• Paste the Google code into ALL of your website pages at the bottom of
the page

• Speak to your web designers if you are not sure what to do

View > Source Code


What next?
• All the numbers and pictures can be daunting!

• Need to look at most important features/figures

• Use them regularly, checking once a year will not help you!

• Need to know what to look for to make improvements


Key figure #1 – Website visitors
• Visitors > Overview

Very
important
figures!


Key figure #2 – Date comparison
• Available on most options

• Allows you to see where trends/changes occur and analyse why they
have happened (updated website, marketing campaign etc)

Key figure #2 – Date comparison


Key figure #3 – Search keywords
• Traffic sources > Keywords


Key figure #4 – Bounce rates & exit points
• Content > Top exit pages


Key figure #5 – Website goals
• Very important to identify areas to improve
• Can save/make you £££’s!!


‘Thank you for buying’ page

Steps/pages you want
your website visitors to go
through


• Identify the routes you want your user to take (planning)

• Set up and monitor the goals! Act on the information!

• Particularly useful for e-commerce websites

• Can be used for ‘service’ websites (e.g. ‘sign up for newsletter’)

• Compare goals to other key figures;
• searches that result in a goal,
• search engine that generates most goals
• times of day/month/year which perform best
• Even…..


Key figure #6 – Website overlay
• Shows where users click & convert


Key figure #7 – eCommerce info
• Need to be careful when setting up but give huge rewards

• Will need input from your website company

• Information can be sliced and diced in many ways



Turn the check box to ‘Yes’ and will see a
new option in the Analytics reports

Key figure #8 – Customer segmentation
• Separate behaviour of visitors, members, customers etc

• Set variables on page, analyse later (need your web company to do
this)

• YOU can set the segments!


Key figure #8 – Customer segmentation


Other key features
• Remove yourself from your stats
• Don’t kid yourself!

• Add new pages/PPC – update your goals
• Make sure you measure cause and effect
• If you update your website, monitor the results

• Drag and drop widgets/dashboard
• Customise home page to see what you want

• Download reports to any format
• Not happy with looking at info online? Download information in
PDF, XLS & other formats for easy use


Analytics case study

www.primera-bournemouth.co.uk

• Able to prove positive results from SEO/PPC campaign
• Allows us to focus on high profit products
• Can identify most profitable key phrases


Setting your website KPIs
• Website visits – always important!

• Bounce rates – do people stay on your website? (‘stickyness’)

• Returning vs New visits – do people come back?

• Conversion rate/cost – very important for ecommerce websites

• Goal conversion – how many people convert?
Check the funnel! Are there any leaks? Most important KPI?

All websites are different, pick the best for you!


Setting your website KPIs

• Set your KPIs and monitor them!

• Spot the trends and plan ahead to take action


Conclusions
• Google Analytics is a VERY powerful tool

• Understanding the content is the challenge

• Focus on the important things for you

• Act on the information you have, if you don’t it will cost you!


Next events
• Benefits of social networking sites for businesses
• Thursday March 27th 2008

• Website design basics
• Thursday April 24th 2008

• The BIG bike ride!
• July 12th 2008
• Julias House and YCT


Thank you for listening!
Any questions, please ask!

Adido Solutions Limited
Empowering your business

www.adido-solutions.com
0845 260 2343

P.S. Our website has just relaunched! Why not take a look…


Jan Anayltics Seminar Ver0.5

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