This document discusses how to use Google Analytics to track website performance metrics and optimize a website. It recommends setting up analytics goals to prioritize business and user needs, reading analytics reports to identify issues and opportunities for improvement, and testing website variations to determine which designs perform best. The key takeaways are to use analytics to monitor site usage, understand users, identify top referrers, conduct strategic tests, and track results to continually refine the website.

1. Google Analytics
why you need it & how to use it

2. you’ll learn
‣ how to set analytics goals
‣ how to read analytics reports
‣ how to turn analytics data into results

3. a little about you

4. your analytics skills
what’s analytics?
we set is up but...
wanna see my conversion rate?

5. how do YOU use it?
‣ see who registers for events / classes
‣ track number of visitors
‣ inform content / navigation choices
‣ kill time when I’m bored
‣ none of the above

6. analytics will help you
- monitor site performance
- understand your audience’s needs
- identify best referrers
- conduct strategic testing
- track results

7. lets get started

8. set up is a snap
- sign up with Google
- place code on ALL web pages
- determine profiles
- link AdWords, webmaster tools
- create goals

9. goals
define & prioritize to:
meet your business goals
meet your audience’s needs

10. goals are crucial
for monitoring success & failure
- form submissions
- emails
- downloadables
- social media
- high priority pages

11. reporting
be realistic with data
don’t just create reports, read them
turn frustrations into actions

12. reporting
start: with basic reports
next: advanced segments
later: custom reporting / dashboards
solutions gallery
custom alerts
visitor flow & in-page analytics

13. with me so far?
let’s dive into YOUR Analytics!

14. don’t guess - test
whichtestwon.com
kissmetrics

15. success comes from...
constant analysis
constant refinement
not losing sight of your goals

18. the winner is...
no icons = 11% more conversions
source: whichtestwon.com

19. source: whichtestwon.com

20. 40% more add to cart clicks
source: whichtestwon.com

21. source: whichtestwon.com

22. plain text
200% click-throughs
300% revenue
source: whichtestwon.com

23. remember
test often
test early
measure results
measure the real cost

24. ask me anything
kayleen rossio
kayleen@gravityswitch.com
twitter - @krossio