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.

1. WHY WEB ANALYTICS ROCKS!
PRESENTED BY ILLIYA VJESTICA - MD @ SMARTDOG DIGITAL
© Copyright Smartdog Digital Ltd. 2011

2. I HEART WEB ANALYTICS...
BUT WHAT IS?

3. “The analysis of qualitative and quantitative data from your website
and the competition, to drive a continual improvement of the online
experience that your customers, and potential customers have,
which translates into your desired outcomes (online and offline).”
-Avinash Kaushik

4. A BUSINESS PROCESS USED TO CONTINUOUSLY
IMPROVE YOUR ONLINE BUSINESS

5. “In God we trust, all others bring
data.”— Framed plaque from the ‘60s at NASA’s Johnson Space Centre

6. DATA IS BORING NO!

7. DATA IS SEXY

8. NO MORE GUESS WORK!

9. TheYodaeffect

10. TRUE INSIGHT & DEEPER
UNDERSTANDING!

11. GOOGLE ANALYTICS
IT’S FREE!

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. “If you cannot measure it, you
cannot improve it”
- Lord Kelvin, 1824-1907

14. MEASUREMENT
Flickr Username Image Credit: CarbonNYC

16. Every business
needs a measurement
strategy

17. every business
is different
EACH haVE different marketing
objectives.

18. DATA DRIVES INTELLIGENCE =
FOCUS ON THE OUTCOMES

19. Wahoo hoo! A 500% increase in traffic
this month. 1,500 visitors.
My website officially rocks!

20. 500%increase?
Did that 500% = an
increase in revenue?
Or did it generate more
enquiries, leads or sales?

21. MoreTHAN
just Traffic numbers
& visitors.

22. How does our website
perform? Does it work?

23. Understand where your customers a
re!

24. Great data for localised targeting!
targeT a geo-graphic
region via adwords.

25. What are your best sources of traffic
?

26. IS YOUR AUDIENCE LISTENING...

27. How engaging is your content?

28. ANA LYSE JUST YOUR S OCIAL TRAFFIC!

29. Asking bus
iness
questions o
f website
data

30. Do you know what percentage of
your sales come through mobile?
Flickr Username Image Credit: By mikogo

31. What content drives
the most sales?

32. How many of our web
visitors live close enough to
shop here?

33. FIND the golden
nuggets in your
website datA.

34. A WEB DESIGNER
DOesn’t have all
the Answers.

35. Start

36. TEST!
ASK your customers
what they want.

37. Fight the HiPPOs!
(Highest Paid Persons Opinion)
Flickr Username Image Credit: By wwarby William Warby

38. DATAtells
partofthestory
Other tools can help add value.

39. customer Feedback tools
Customer sure
Survey monkey KISS INSIGHTS

40. BOUNCE RATE

41. I came = I saw = I puked = I left

44. AGREAT
QUALIFYING
METRIC
HELPS YOU TO ASK THE RIGHT QUESTIONS.

47. HOUSE KEEPING TIPS
Flickr Username Image Credit: By Kevin Saff

48. make sure your website Profile is
setup correctly
time zone & currency are right

49. LINK GOOGLE ANALYTICS TO
GOOGLE ADWORDS

50. Thebasics
getting to know your
way around.

51. setup alerts to monitor dips or
peaks in traffic

53. NEW VS RETURNING VISITORS

54. MAP OVERLAY
THE majority of customers in
leeds & yorkshire

55. VISITORS WHO TYPED YOUR WEB
ADDRESS DIRECTLY

56. WHICH SITES ARE SENDING TRAFFIC?

57. FIND OUT YOUR BEST
SOURCE OF TRAFFIC

58. ANALYSE YOUR KEYWORDS
PAID VS NON-PAID

59. DRILL DOWN AND LOOK AT JUST YOUR
ADWORDS CAMPAIGN PERFORMANCE

60. IMPROVE YOUR CONTENT, IMPROVE
YOUR LANDING PAGES

61. TOP EXIT PAGES

62. TRACK YOUR MARKETING OBJECTIVES,
ROI & CONVERSION RATES

63. Goals
How to set them up.

64. create up to 20 goals!

66. GoalTYPES
Exact match.
Head match.
regular expression

67. Funnels
A whole lot of fun!

68. 1. how many users
started registration
2. how many users
completed registration
3. Where did most users
exit most
Image Source: http://www.searchenginejournal.com/

69. •Visitors per conversion
•Average page views per visit
•Cost per lead
•Stickiness
•Percentage of new visitors

70. ADVANCED SEGMENTS

72. A SEGMENT OF MOBILE TRAFFIC ONLY

73. LIVE Q&A TIME!
NOW WE’RE ROCKING!

74. REMEMBER DATA IS
BETTER THAN BEER!
THANK YOU FOR COMING!

75. Contact details
@smartdogdigital
@illiyav
linkedin.com/in/illiyavjestica
SMARTDOGDIGITAL.COM/BLOG
SMARTDOGDIGITAL.COM