An eGenie BiteSize Seminar: Slides Websites can suffer from two key problems. Either searchers don’t find the site or those who do, fail to buy. This short seminar will explain the actions you can take to avoid common problems and drive more customers, more sales and more profit through your website! No technical knowledge is required. We will be using the free Google Analytics tool to illustrate our examples as we lead you through the key features – such as marketing campaigns, customer acquisition, goals and visitor behaviour.

1. © eGenie 2015 www.egenie.biz
Understanding Your Web Customers

2. © eGenie 2015 www.egenie.biz
Who are eGenie?
Deliver analytics to a number of large organisations:
eGenie – “3 wishes – more customers, more sales, more profit”
 Working with local SMEs
 Bing & Google certified
 Delivering increased profit

3. © eGenie 2015 www.egenie.biz
How do you do that?
We fix two problems that all website owners face:
 Visitors do not come to my site…
 Visitors do not convert into Customers…

4. © eGenie 2015 www.egenie.biz
eGenie is a one stop shop:
• Define goals
• Define KPIs
• Keyword Research
• Write copy
• Build website
• With SEO and conversion in mind!
• Market
• Email
• Social Campaigns
• Referrals
• PPC
• Organic SEO
• Offline Marketing
We analyse and test everything.
Change what isn’t working and repeat.

5. © eGenie 2015 www.egenie.biz
Introduce yourself
 Name
 Company
 Do you currently have / look at Google Analytics
 What are you looking for today?

6. © eGenie 2015 www.egenie.biz
Agenda
 What should I measure?
 Google Analytics
• How does it work?
• Terminology and Overview
• How do I see the reports?
 Reports
• Who are your Visitors?
• How do people find you?
• What they do when they get there?
 Identifying problems (and solving them!)

7. © eGenie 2015 www.egenie.biz
What should I measure?

8. © eGenie 2015 www.egenie.biz
What should I measure?
From my Twitter feed:

9. © eGenie 2015 www.egenie.biz
What do you know about your website’s visitors?
Who are they? How are they
getting to your
site?
What are they
doing once they
get there?
When are they
visiting?
What should I measure?

10. © eGenie 2015 www.egenie.biz
Who are your visitors?
Find out how many visitors you're getting and where
they're located, so that you know where to focus your
marketing budget.
What should I measure?

11. © eGenie 2015 www.egenie.biz
How are your visitors finding you?
Learn which search engines, blogs, or social networks drive most
of your website’s traffic, and and increase your marketing efforts
on those channels.
What should I measure?

12. © eGenie 2015 www.egenie.biz
What are visitors doing on your site?
Discover how long people stay on your site and which pages
aren't being viewed as much. Increase visitor engagement
by featuring your best content on your most popular
pages.
What should I measure?

13. © eGenie 2015 www.egenie.biz
When are most visitors coming to your site?
Identify activity patterns, and be ready for corresponding
increases in visitors.
Consider posting special offers on days that your website
receives the most visits.
What should I measure?

14. © eGenie 2015 www.egenie.biz
Measure progress towards your marketing
objectives
Set goals in Google Analytics to understand if your website is
helping you achieve your online objectives.
Use different goal types to measure different types of
conversions, like online purchases, time spent on your website,
or total pages visited.
What should I measure?

15. © eGenie 2015 www.egenie.biz
Agenda
 What should I measure?
 Google Analytics
• How does it work?
• Terminology and Overview
• How do I see the reports?
 Reports
• What do we know about your Visitors?
• How do people find you?
• What they do when they get there?
 Identifying problems (and solving them!)

16. © eGenie 2015 www.egenie.biz
How does Google Analytics
work?

17. © eGenie 2015 www.egenie.biz

18. © eGenie 2015 www.egenie.biz18
Terminology and
Overview

19. © eGenie 2015 www.egenie.biz 19
Hierarchy of Terms
Hits
Page Views
Session
User

20. © eGenie 2015 www.egenie.biz

21. © eGenie 2015 www.egenie.biz
Users / Visitors
 User defined by a “cookie”
 But:
• Cookies can be deleted
• People use more than one device

22. © eGenie 2015 www.egenie.biz
Sessions
 A session of continuous activity (i.e. all the hits) for one visitor
to a website
 30 minutes of inactivity generates a new visit

23. © eGenie 2015 www.egenie.biz
Beware Spam Traffic!
 Not all Visitors are real people!
 Google analyses any data sent to it with your ID
 You may not want this if:
• Someone copied your site, including the code
• Automated systems send data to random IDs

24. © eGenie 2015 www.egenie.biz
Profiles, Filters and Goals

25. © eGenie 2015 www.egenie.biz25
How do I see the reports?

26. © eGenie 2015 www.egenie.biz
Sign in to Google Analytics

27. © eGenie 2015 www.egenie.biz
Click on the filtered profile

28. © eGenie 2015 www.egenie.biz

29. © eGenie 2015 www.egenie.biz
Agenda
 What should I measure?
 Google Analytics
• How does it work?
• Terminology and Overview
• How do I see the reports?
 Reports
• What do we know about your Visitors?
• How do people find you?
• What they do when they get there?
 Identifying problems (and solving them!)

30. © eGenie 2015 www.egenie.biz
Who are your Visitors?
(Audience)

31. © eGenie 2015 www.egenie.biz
City

32. © eGenie 2015 www.egenie.biz
Demographics

33. © eGenie 2015 www.egenie.biz
Do you need a special mobile site?
Conversions vs bounce rate?

34. © eGenie 2015 www.egenie.biz
How do people find you?
(Acquisition)

35. © eGenie 2015 www.egenie.biz
Which channels work best?
 Search vs Social

36. © eGenie 2015 www.egenie.biz
Referrals

37. © eGenie 2015 www.egenie.biz
How much traffic is driven by AdWords?

38. © eGenie 2015 www.egenie.biz
Which Campaigns are working?

39. © eGenie 2015 www.egenie.biz
Which Keywords are working?

40. © eGenie 2015 www.egenie.biz
SEO - Queries
 What are people looking for when they come to your
site?

41. © eGenie 2015 www.egenie.biz
Campaigns

42. © eGenie 2015 www.egenie.biz
Campaigns – need to add campaign codes to all links

43. © eGenie 2015 www.egenie.biz
What do they do when they
get there?
(Behaviour)

44. © eGenie 2015 www.egenie.biz
How do they navigate around?

45. © eGenie 2015 www.egenie.biz
Pages Report – more than just Views…

46. © eGenie 2015 www.egenie.biz
Pages Report – How do people navigate?

47. © eGenie 2015 www.egenie.biz
Landing Pages

48. © eGenie 2015 www.egenie.biz
Agenda
 What should I measure?
 Google Analytics
• How does it work?
• Terminology and Overview
• How do I see the reports?
 Reports
• What do we know about your Visitors?
• How do people find you?
• What they do when they get there?
 Identifying problems (and solving them!)

49. © eGenie 2015 www.egenie.biz
Identifying Problems

50. © eGenie 2015 www.egenie.biz
Types of problems

51. © eGenie 2015 www.egenie.biz
Clues

52. © eGenie 2015 www.egenie.biz

53. © eGenie 2015 www.egenie.biz
Causes
 Poor Web-design
 Lack of “convincers”
 Unengaging content
 Unexpected costs
 Technical errors

54. © eGenie 2015 www.egenie.biz
What Next?
• eGenie can set up (for FREE!)
• Filters
• Goals
• Go away and look at the data!

55. © eGenie 2015 www.egenie.biz
Any questions?