The document discusses how to effectively use Google Analytics to track website performance and improve conversion rates for organizations. It emphasizes the importance of setting clear goals for website visitors, analyzing data to understand user behavior, and making adjustments to optimize visitor engagement. Key features include funnel visualization, custom reports, and tracking various metrics to enhance online donations and registrations.

1. Website Autopsy: How to use Google Analytics (without drowning in data!)CharityHowTo.com – June 9, 2011

2. This is how Google sees me … Hello!

3. @snotforprofit

4. Super Sweet Insights!

5. If you build it they will come … Only works in magic baseball fields, not in websites!

6. Is your organization’s website an “all-dressed” pizza?

7. What is this website’s goal?

8. A clear goal for visitors to complete… ?

9. “It’s not about how it looks ... it’s about how it CONVERTS!”

10. Two Objectives…1) Getting people to your site2) Getting people to do something on your siteDonate

11. Register

12. Connect (facebook, twitter, email)

13. Submit (survey, request for services)YAY!CONVERSION!

14. Total VisitorsVisit Donation Page(s)Start DonationComplete Donation54 Visitors Complete Donation

15. Improve your conversion only slightly…Increase your donations/transactions…Without gaining new visitors!65%35%5%114 Complete Donation

16. Why is this important?You can predict your high volume periods and make adjustments to take advantage of them!

17. www.google.com/analytics

18. Your unique profile code applied to your web propertiesUA-XXXXXYwww.google.com/analytics

19. Set up Goals on your dashboard to track your conversion metrics. Which questions do you want to answer?

20. Funnel Visualization:How well did you convert on your goal?

21. Why should your site have goals?Your site should WORK HARDfor you!

22. What sorts of awesome things can you set as goals?Well, do you want to know how many people …Subscribed to your RSS feed?Completed newsletter sign-up?Registered for an event?Purchased a gift?Submitted a survey?Applied to volunteer?Made a donation?

23. Now that conversion is your goal…How do you interpret that data?

24. Ask questions that matter to you!

25. Two Objectives…1) Getting people to your site2) Getting people to do something on your siteDonate

26. Register

27. Connect (facebook, twitter, email)

28. Submit (survey, request for services)YourBenchmarks

29. How do folks arrive on your site?Do you only consider your home page?

30. What are your different entry points?Not everyone finds your site through your home page!v

31. Which entry paths?Which content is stickiest?

32. What killsconversion?Where your visitors say:“No thanks, I’m done!”

33. What are your important keywords?What is accurate & unique to your organization? Are your visitors looking for the wrong things?

34. What gets Google’s attention?On your site Keywords

35. Well-named page titles & headers

36. “Friendly” URLsOff your site Credible inbound linksHow are people finding me?Do your titles & headers have Google-friendly info or do they say “About Us” … “What We Do” ?

37. Who supports me?Who is chatting about you?

38. Which referrers drive your conversion?

39. Which campaigns refer traffic that drives the most or least conversion to your goals?

40. Who are my supporters?Why is this important to your organization?

41. Answers help you target yourweb appeals!Your supporters are reading your appeals on their mobile devices.They’ve been doing itfor a while now…

42. How do I get a bigger picture?Get visual!Where are your supporters clicking?

43. Run awesome experiments!

44. Track files (such as PDF or media files) that are downloaded from your site._trackPageview()Is your Annual Report really a major priority for your website?

45. Track your campaigns!Tag your email or banner campaign links!http://www.yourcharity.com/donate?utm_source=Newsletter&utm_medium=Email&utm_campaign=MayNewsletter

46. Custom Reports!Build them once, answer your priority questions forever!

47. Set up alerts by emailGoogle will email you all the good stuff!Set up metrics you need to know about immediately – high traffic, unacceptably low traffic, what’s important to you?

48. Do you have three questions you want to ask about your web site’s performance?

49. Test, measure & adjust

50. Great Free Resources!Google Conversion Universitywww.google.com/support/conversionuniversity/Google Webmaster Toolswww.google.com/webmasters/toolsGoogle Optimizerwww.google.com/websiteoptimizer

51. Thanks for your time!Join Artez Interactive on Facebook & Twitterwww.facebook.com/artezinteractive & @artezonline

52. We love your feedback!