Analytics presentation from a workshop in Belgium titled: "Verwijder die blinddoek". Presentation and workshop by WSI E-Services and Daronet Europe

1. WEB ANALYTICS Verwijder die blinddoek

3. Key definitions

4. The importance of Analytics

5. Website goal, KPI’s and Analytics goals

6. Best practices in account setup

7. Google Analytics Interface & Dashboard

8. Key Google Analytics reports

10. WHY ANALYTICS? Not analyzing your web analytics data is like not looking at your financial books. “If you cannot measure it you cannot improve it” William Thomson

11. ANALYTICS CONNECTS THE DOTS Conversion Architecture PPC SEO

13. What are your visitors doing on your site?

14. How effective is your website with generating leads and sales?

15. What search terms are people using to arrive to your site?

17. Overall visitor data

18. Top performing keywords

19. Most visited pages

20. Most popular conversion paths

21. Visitor segmentation data

22. Return on investment

24. Hundreds of reports

25. Focus on Goals

26. Scalable

27. Integrates with Adwords

28. Effects SEO (?)

29. Custom reports

31. 100% accuracy

32. Historical data

33. Cost data outside Adwords

35. HITS HOW IDIOTS TRACK SUCCESS

36. UNDERSTANDING THE ANALYTICS LINGO

37. FOCUS ON GOALS & CONVERSION Your Site: E-Commerce Lead Generation Content/Publishing Support

38. FOCUS ON GOALS & CONVERSION Goals by website type: Commerce Objective:Get customers to buy directly online. Lead Generation Objective:Get visitors to submit their contact information so that the company’s sales force can contact them Content Objective:Get the customer to return (content sites revolve around the advertising business model) Support/Self Service Objective:Provide customers with the ability to find the answers they need regarding their products

39. FOCUS ON GOALS & CONVERSION Your Analytics goals & conversions: Shopping Carts Form submission Subscription Downloads Emails sent

40. GOALS & CONVERSION IN ANALYTICS 1 Conversion = 1 or more Goals

41. VISUALIZE YOUR GOALS’ FUNNEL Product group Product page Shopping cart Purchase

43. Growth of organic traffic

44. # of sales from Adwords

46. GOOGLE ANALYTICS ACCOUNT SETUP Login to Google Analytics with your Google Account Create a Google Analytics account Register your website Get the Google Analytics code http://www.google.com/analytics

47. GOOGLE ANALYTICS ACCOUNT SETUP Put the code on EVERY PAGE Place just before the end of </body> tag of the page Better to use with templates Better to use with CMS

48. GOOGLE ANALYTICS DASHBOARD

49. VISITORS MENU

50. TRAFFIC SOURCES MENU

51. CONTENT MENU

52. GOALS MENU

53. CUSTOM REPORTING

54. MEASURE VS. ANALYZE THE BOOKKEEPER THE ACCOUNTANT

56. PAGES VIEWED

57. PAGES PER VISIT

58. BOUNCE RATE

60. What do peaks and slumps mean?

61. Pages/Visit & Avg. Time correlation

62. Is the Bounce Rate a concern?

65. REFERRING SITES VISITS

66. SEARCH ENGINES VISITS (SEO + PPC)

68. Are those that know me coming back?

69. Am I getting free traffic from my friends?

70. How are my SEM initiatives doing?

72. TRAFFIC SOURCES – WHAT’S NEXT?

73. TRAFFIC SOURCES – WHAT’S NEXT?

74. TRAFFIC SOURCES – WHAT’S NEXT?

76. BOUNCE RATE PER PAGE

77. TIME ON PAGE

79. Opportunities?

80. Problems?

81. How is my funneling?

83. BOUNCES

85. How is my SEO doing?

86. How is my PPC doing?

87. Calls to action, funnels, content?

90. Visitors’ intent

95. Beware of the “average visitor”!

96. Segment to see differences and get the actionable insights.

98. Default segments

99. Custom segments

100. In-reports filters

103. Your Website

104. Your goals

105. Your analysis

106. Your context

108. What are your primary traffic sources?

109. What are your best performing pages?

110. Which keywords people are using to find your site?