This document provides an introduction to using Google Analytics to analyze website data. It discusses installing Google Analytics tracking code on a website, key data points to focus on such as user demographics, behavior, and conversions. It also explains how to interpret the data, including addressing issues like low traffic, time spent on site, and conversion rates by improving content, test new offers, and optimize sales funnels and traffic sources. The overall goal is to use data insights from Google Analytics to improve business metrics like sales and leads.

1. GOOGLE ANALYTICS:
START TURNING DATA
INTO ACTIONABLE
INSIGHTS

2. INTRODUCTION
ABOUT ME
‣ Growth hacker (I come up with ideas)
‣ Conversion Strategist (I test old ideas)
‣ Entrepreneur (I make ideas happen)

3. INTRODUCTION
AGENDA
‣ How to install and use Google Analytics
‣ Key data to focus on
‣ How to interpret key data

4. WHAT IS
GOOGLE
ANALYTICS?
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

5. WHAT IS GOOGLE ANALYTICS?
● Google Analytics is a service offered by Google that
generates detailed statistics about a website's traffic and
traffic sources and measures conversions and sales. It's the
most widely used website statistics service. The basic
service is free of charge and a premium version is available
for a fee.

6. HOW TO INSTALL
AND USE GOOGLE
ANALYTICS
GOOGLE ADWORDS: TURNING DATA INTO INSIGHTS

7. HOW TO INSTALL
● You put a tracking code on your website
● If you have a wordpress site you can use a plugin like
“Ultimate Google Analytics” instead and just add the Google
Analytics tracking code
● Also put in event, funnel and conversion tracking
HOW TO INSTALL AND USE GOOGLE ANALYTICS

8. EXAMPLE: THE GOOGLE ANALYTICS TRACKING

9. MAIN REASONS FOR USING GOOGLE ANALYTICS
● Understand user behaviour
● Implement data driven decision making to improve sales
● Change the company in the right direction
HOW TO USE GOOGLE ANALYTICS

10. HOW TO USE GOOGLE ANALYTICS: EXAMPLE MODEL

11. KEY BUSINESS GOALS THAT CAN BE ACHIEVED
● Identify key demographic
● Find out what content is popular
● Increase conversion to the point of making new forms of
advertising profitable so you can scale faster.
HOW TO USE GOOGLE ANALYTICS

12. HOW TO USE GOOGLE ANALYTICS: DASHBOARD

13. YOUR TASK FOR THE NEXT 15 MINUTES:
● Step 1: Identify your goals with using Google Analytics
WORKBOOK: Step 1

14. KEY DATA TO
FOCUS ON
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

15. FIRST QUESTIONS TO ASK
● How many come to your website a month?
● Where do they go on your website?
● Where do they spend the most time?
KEY DATA TO FOCUS ON

16. GOOGLE ANALYTICS EXAMPLE: AUDIENCE OVERVIEW

17. GOOGLE ANALYTICS EXAMPLE: BEHAVIOUR: CONTENT

18. WHO COME TO YOUR WEBSITE?
● Which countries do they come from?
● What devices are they viewing your website on?
● Are they one timers or loyal fans?
KEY DATA TO FOCUS ON

19. GOOGLE ANALYTICS: AUDIENCE - LOCATION - SESSIONS

20. GOOGLE ANALYTICS: AUDIENCE - MOBILE - OVERVIEW

21. GOOGLE ANALYTICS: AUDIENCE - MOBILE - DEVICES

22. GOOGLE ANALYTICS: AUDIENCE - BEHAVIOUR

23. WHAT IS YOUR…?
- Conversion rate = (sales or leads / unique visitor) x 100
- Time on page (more than a minute indicate interest)
- Cost per lead/sale = total traffic price / number of leads or
sales
KEY DATA TO FOCUS ON

24. EXAMPLE: GOOGLE ANALYTICS:

25. YOUR TASK FOR THE NEXT 15 MINUTES:
● Step 2: Identify which data is key to you
WORKBOOK: Step 2

26. HOW TO
INTERPRET KEY
DATA
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

27. LOW TRAFFIC
● Have you invested enough into traffic?
● Is it too early to see an increase?
● Can your traffic strategy be improved?
HOW TO INTERPRET KEY DATA

28. POTENTIAL TRAFFIC SOURCES

29. ORGANIZE YOUR TRAFFIC STRATEGY: IFTTT.COM

30. LITTLE TIME SPENT ON THE WEBSITE
● Can your content be improved?
● Are your graphics good enough?
● How targetted is your traffic?
HOW TO INTERPRET KEY DATA

31. EXAMPLE: LINGS CARS

32. LOW CONVERSION
● How good is your offer?
● How clear is each page in your sales funnel?
● How much proof are you providing?
HOW TO INTERPRET KEY DATA

33. HOW TO CREATE A CONVINCING OFFER

34. THE FORGOTTEN SALES FUNNEL?

35. CASESTUDY: SWITCHFIT.IO

36. EXAMPLE: DROPBOX - A/B TEST - VERSION A

37. EXAMPLE: DROPBOX - A/B TEST - VERSION B

38. YOUR TASKS FOR THE NEXT 15 MINUTES:
● Step 3: Interpret your data
WORKBOOK: Step 3

39. Q&A
SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS