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Using Google Analytics to Improve Your Business

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An organization's website can be a powerful lead and sales generator. While most organizations have a website, many are little more than a brochure posted online. Learn how to leverage the information gained from Google Analytics to improve your website, your sales and your business. Learn the basics of Google Analytics and various metrics, along with Quick Fixes you can use to improve your website right away. Learn how to find what needs fixing and determine which fixes have the most impact on your bottom line. Use insights gained through Google Analytics to learn more about your customers, their needs and wants, and how well your marketing is performing.

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Using Google Analytics to Improve Your Business

  1. 1. Sarah Worsham, Sazbean Consulting, LLC Using Google Analytics to Improve Your Business Sarah Worsham Sazbean Consulting
  2. 2. Sarah Worsham, Sazbean Consulting, LLC a little about me... Digital Strategist, Geek, Wife, Mother, Computer Engineer, MBA (in no particular order) what that means... I help companies & organizations use the Internet to reach their business goals.
  3. 3. Sarah Worsham, Sazbean Consulting, LLC so much data....
  4. 4. Sarah Worsham, Sazbean Consulting, LLC understanding the metrics
  5. 5. Sarah Worsham, Sazbean Consulting, LLC
  6. 6. Sarah Worsham, Sazbean Consulting, LLC
  7. 7. Sarah Worsham, Sazbean Consulting, LLC hits – not very useful Measures how many files are loaded on a page (images, etc.)
  8. 8. Sarah Worsham, Sazbean Consulting, LLC photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Bounce Rate % of people who come to page and then leave the site without viewing anything else
  9. 9. Sarah Worsham, Sazbean Consulting, LLC photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Avg. Session Duration Average time people spend on the site/page
  10. 10. Sarah Worsham, Sazbean Consulting, LLC Referrals Other sites that are sending you traffic (quality indicator for Google)
  11. 11. Sarah Worsham, Sazbean Consulting, LLC photo by House of Sims @ Flickr CC - http://www.flickr.com/photos/houseofsims/3117592302/ Conversions People who complete tasks/processes that you want them to do (buying, reservations, signing up for newsletter, downloading brochures, etc.) Good measure of marketing/advertising effectiveness.
  12. 12. Sarah Worsham, Sazbean Consulting, LLC photo by Memotions @ Flickr CC - http://www.flickr.com/photos/memotions/259656126/ Simple Analytical Techniques
  13. 13. Sarah Worsham, Sazbean Consulting, LLC 4 Questions to Ask: 1. How many visitors are coming to my website? 2. Where are visitors coming from? 3. What do I want visitors to do on my website? 4. What are visitors actually doing?
  14. 14. Sarah Worsham, Sazbean Consulting, LLC #1 How many visitors are coming to my site? Audience Reports
  15. 15. Sarah Worsham, Sazbean Consulting, LLC #2 Where did visitors come from? Acquisition Reports
  16. 16. Sarah Worsham, Sazbean Consulting, LLC Top Referrers
  17. 17. Sarah Worsham, Sazbean Consulting, LLC Top Referrers – Landing Pages
  18. 18. Sarah Worsham, Sazbean Consulting, LLC Search Queries hiking running places to eat places to visit parks kayaking fishing canoeing free wifi picnic spots Need Webmaster Tools connected
  19. 19. Sarah Worsham, Sazbean Consulting, LLC #3 What do I want visitors to do on my site? photo by Joshua Tree National Park @ Flickr CC - https://flic.kr/p/kebXvT
  20. 20. Sarah Worsham, Sazbean Consulting, LLC #4 What are visitors actually doing? • Top Landing Pages • Top Viewed Pages • In-Page Analytics Behavior Reports
  21. 21. Sarah Worsham, Sazbean Consulting, LLC Top Landing Pages
  22. 22. Sarah Worsham, Sazbean Consulting, LLC Top Viewed Pages
  23. 23. Sarah Worsham, Sazbean Consulting, LLC In-Page Analytics Need Webmaster Tools connected
  24. 24. Sarah Worsham, Sazbean Consulting, LLC 7 Simple Tactics photo by Toby Fruge’ @ Flickr CC - https://flic.kr/p/cXLq61
  25. 25. Sarah Worsham, Sazbean Consulting, LLC photo by freeparking @ Flickr CC - http://www.flickr.com/photos/freeparking/1557515544/ Identify Your Home Ideally your website, but could also be a Facebook page, etc. Consider having a home that you own (website) vs. owned by someone else (ex. Facebook)
  26. 26. Sarah Worsham, Sazbean Consulting, LLC photo by inno’vision @ Flickr CC - http://www.flickr.com/photos/innovision/3563008885/ Contact Info Don’t make people work to find it – every page on site. Header &/or footer work well.
  27. 27. Sarah Worsham, Sazbean Consulting, LLC photo by - luz - @ Flickr CC - http://www.flickr.com/photos/luzbonita/526776059/ Calls to Action Make it clear what you want people to do next.
  28. 28. Sarah Worsham, Sazbean Consulting, LLC photo by ktylerconk @ Flickr CC - http://www.flickr.com/photos/ktylerconk/2163760529/ Fulfill Need Solve Problem Put yourself in customer’s shoes – what info do they need to consider purchase? What related info might they be interested in?
  29. 29. Sarah Worsham, Sazbean Consulting, LLC photo by kalandrakas @ Flickr CC - http://www.flickr.com/photos/eelssej_/463902828/ Lead Collection Think about ways to capture info about potential customers, as well as permission to continue to contact them (ex. newsletter)
  30. 30. Sarah Worsham, Sazbean Consulting, LLC photo by egmb757lover @ Flickr CC - http://www.flickr.com/photos/egm757lover/2120465227 Landing Pages Any page on your website could be a landing page. Look to make sure you’re taking opportunities to direct people to next action (Calls to Action) or collect their info (Lead Generation). Measure how well these efforts are working.
  31. 31. Sarah Worsham, Sazbean Consulting, LLC photo by websuccessdiva @ Flickr CC -http://www.flickr.com/photos/mariareyesmcdavis/2890706354/ Enticing Content What info do customers need to make a purchase? What related content might they be interested in? Regularly updated content is a quality indicator for Google & entices people to visit your site & share your content.
  32. 32. Sarah Worsham, Sazbean Consulting, LLC 7 Simple Tactics 1. Home Base 2. Contact Info 3. Calls to Action 4. Fulfill Need or Solve Problem 5. Lead Collection 6. Landing Pages 7. Enticing Content
  33. 33. Sarah Worsham, Sazbean Consulting, LLC photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/ Any Questions?
  34. 34. Sarah Worsham, Sazbean Consulting, LLC Connect with me... Sazbean.com twitter.com/sazbean Facebook.com/sazbean LinkedIn: http://www.linkedin.com/in/sazbean saz@sazbean.com

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