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Understanding Web Analytics

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A presentation by Illiya Vjestica MD @ Smartdog digital. This was a seminar give to do small business owners in the UK for the Leeds Chamber of Commerce.

Many businesses have Google Analytics installed to track the traffic and performance of the their website.

The problem is only a few businesses actually ask the right question of that data to help them improve their sales and enquiries online and make actionable business decisions based on their data.

Here I explain the beauty and usefulness of web analytics data.

Published in: Technology, Business

Understanding Web Analytics

  1. 1. WHY WEB ANALYTICS ROCKS! PRESENTED BY ILLIYA VJESTICA - MD @ SMARTDOG DIGITAL © Copyright Smartdog Digital Ltd. 2011
  2. 2. I HEART WEB ANALYTICS...BUT WHAT IS?
  3. 3. “The analysis of qualitative and quantitative data from your websiteand the competition, to drive a continual improvement of the onlineexperience that your customers, and potential customers have,which translates into your desired outcomes (online and offline).”  -Avinash Kaushik
  4. 4. A BUSINESS PROCESS USED TO CONTINUOUSLYIMPROVE YOUR ONLINE BUSINESS
  5. 5. “In God we trust, all others bringdata.”— Framed plaque from the ‘60s at NASA’s Johnson Space Centre
  6. 6. DATA IS BORING NO!
  7. 7. DATA IS SEXY
  8. 8. NO MORE GUESS WORK!
  9. 9. TheYodaeffect
  10. 10. TRUE INSIGHT & DEEPER UNDERSTANDING!
  11. 11. GOOGLE ANALYTICSIT’S FREE!
  12. 12. HOW DOES IT WORK? First party cookie + collect information about visitors & track your advertising data processed on a SERVER campaign data Data sent to google analytics YOUr Website - javascript Tracking code in the html
  13. 13. “If you cannot measure it, youcannot improve it”- Lord Kelvin, 1824-1907
  14. 14. MEASUREMENTFlickr Username Image Credit: CarbonNYC
  15. 15. Every businessneeds a measurementstrategy
  16. 16. every businessis differentEACH haVE different marketingobjectives.
  17. 17. DATA DRIVES INTELLIGENCE = FOCUS ON THE OUTCOMES
  18. 18. Wahoo hoo! A 500% increase in traffic this month. 1,500 visitors. My website officially rocks!
  19. 19. 500%increase?Did that 500% = anincrease in revenue?Or did it generate moreenquiries, leads or sales?
  20. 20. MoreTHANjust Traffic numbers& visitors.
  21. 21. How does our websiteperform? Does it work?
  22. 22. Understand where your customers a re!
  23. 23. Great data for localised targeting! targeT a geo-graphic region via adwords.
  24. 24. What are your best sources of traffic ?
  25. 25. IS YOUR AUDIENCE LISTENING...
  26. 26. How engaging is your content?
  27. 27. ANA LYSE JUST YOUR S OCIAL TRAFFIC!
  28. 28. Asking bus inessquestions o f website data
  29. 29. Do you know what percentage ofyour sales come through mobile? Flickr Username Image Credit: By mikogo
  30. 30. What content drives the most sales?
  31. 31. How many of our webvisitors live close enough to shop here?
  32. 32. FIND the goldennuggets in yourwebsite datA.
  33. 33. A WEB DESIGNERDOesn’t have allthe Answers.
  34. 34. Start
  35. 35. TEST!ASK your customerswhat they want.
  36. 36. Fight the HiPPOs!(Highest Paid Persons Opinion) Flickr Username Image Credit: By wwarby William Warby
  37. 37. DATAtellspartofthestoryOther tools can help add value.
  38. 38. customer Feedback toolsCustomer sure Survey monkey KISS INSIGHTS
  39. 39. BOUNCE RATE
  40. 40. I came = I saw = I puked = I left
  41. 41. AGREATQUALIFYINGMETRICHELPS YOU TO ASK THE RIGHT QUESTIONS.
  42. 42. HOUSE KEEPING TIPSFlickr Username Image Credit: By Kevin Saff
  43. 43. make sure your website Profile is setup correctly time zone & currency are right
  44. 44. LINK GOOGLE ANALYTICS TO GOOGLE ADWORDS
  45. 45. Thebasicsgetting to know yourway around.
  46. 46. setup alerts to monitor dips or peaks in traffic
  47. 47. NEW VS RETURNING VISITORS
  48. 48. MAP OVERLAYTHE majority of customers in leeds & yorkshire
  49. 49. VISITORS WHO TYPED YOUR WEB ADDRESS DIRECTLY
  50. 50. WHICH SITES ARE SENDING TRAFFIC?
  51. 51. FIND OUT YOUR BESTSOURCE OF TRAFFIC
  52. 52. ANALYSE YOUR KEYWORDS PAID VS NON-PAID
  53. 53. DRILL DOWN AND LOOK AT JUST YOURADWORDS CAMPAIGN PERFORMANCE
  54. 54. IMPROVE YOUR CONTENT, IMPROVE YOUR LANDING PAGES
  55. 55. TOP EXIT PAGES
  56. 56. TRACK YOUR MARKETING OBJECTIVES, ROI & CONVERSION RATES
  57. 57. GoalsHow to set them up.
  58. 58. create up to 20 goals!
  59. 59. GoalTYPESExact match.Head match.regular expression
  60. 60. FunnelsA whole lot of fun!
  61. 61. 1. how many users started registration 2. how many users completed registration 3. Where did most users exit mostImage Source: http://www.searchenginejournal.com/
  62. 62. •Visitors per conversion•Average page views per visit•Cost per lead•Stickiness•Percentage of new visitors
  63. 63. ADVANCED SEGMENTS
  64. 64. A SEGMENT OF MOBILE TRAFFIC ONLY
  65. 65. LIVE Q&A TIME!NOW WE’RE ROCKING!
  66. 66. REMEMBER DATA ISBETTER THAN BEER! THANK YOU FOR COMING!
  67. 67. Contact details @smartdogdigital @illiyav linkedin.com/in/illiyavjestica SMARTDOGDIGITAL.COM/BLOG SMARTDOGDIGITAL.COM

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