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Website Optimization Using Google Analytics

Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.

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Website Optimization
Using Google Analytics
About Vertical Nerve
• Help organizations connect with their audience online
• Help them convert that audience into customers

  Web Design &     Mobile Web      Search Engine   Web Analytics
  Development      Development     Marketing       Consulting
About Me
• Director, Analytics & Search Engine Marketing
• 10 Years of Search Engine Optimization /
  Marketing Experience
• 8 Years of Web Analytics Experience
• Helped the following organizations:
About Me
• Also an Olympic
  Weightlifter getting ready
  to leave for London.




        TOTAL LIE
Why Do We Need Analytics?
• Analytics helps you discover what works…

 …and STOP doing what doesn’t.
Why Do We Need Analytics?
• Without Data,
  the HiPPO Rules!

• What’s the HiPPO?



  (Highest Paid Person’s Opinion)

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Website Optimization Using Google Analytics

  • 2. About Vertical Nerve • Help organizations connect with their audience online • Help them convert that audience into customers Web Design & Mobile Web Search Engine Web Analytics Development Development Marketing Consulting
  • 3. About Me • Director, Analytics & Search Engine Marketing • 10 Years of Search Engine Optimization / Marketing Experience • 8 Years of Web Analytics Experience • Helped the following organizations:
  • 4. About Me • Also an Olympic Weightlifter getting ready to leave for London. TOTAL LIE
  • 5. Why Do We Need Analytics? • Analytics helps you discover what works… …and STOP doing what doesn’t.
  • 6. Why Do We Need Analytics? • Without Data, the HiPPO Rules! • What’s the HiPPO? (Highest Paid Person’s Opinion)
  • 7. About Google Analytics • Free, enterprise level web analytics solution • Installed on over 10M sites worldwide • 60% of Top 100k sites online • Over half the Fortune 500
  • 8. How it Works • Invisible page tag using JS & Cookies • When those pages are viewed, the code runs behind the scenes, sending data to Google’s secure servers • This data is processed and reported in Google Analytics • Note: Data is not shared without permission
  • 9. What Does GA Track? • It Tracks a Visitor’s: – Approximate Location (city) – Browser and System Specs (OS, language, etc) – Referral Information (previous site and/or query) • It Does Not Track: – Email Addresses – Specific Locations – Any Personally Identifiable Information
  • 10. WHEN IT COMES TO GOOGLE ANALYTICS, HERE’S THE COMMON SCENARIO…
  • 12. Common Scenario • Most organizations “use” Google Analytics – It’s installed on the website…that’s about it. • Most organizations do not use Google Analytics – No confidence in the data – No conversion goals – No marketing campaign tagging – No visitor segments – NO VALUE!!!
  • 13. WHY?
  • 16. “I don’t want to be a pirate web analyst!”
  • 17. HERE’S THE GOOD NEWS…
  • 18. The Good News • Using Google Analytics doesn’t have to be confusing or overwhelming • Anybody can quickly learn some of the basics and start making data-driven decisions
  • 19. A FEW NICE AND EASY METRICS
  • 20. Engagement Metrics Avg. number of Avg. time spent Percentage of in- pages viewed per on the website n-out visits website visit
  • 21. Conversion Metrics Total number of % of visits goal completions completing a goal
  • 22. What’s a Conversion Goal? • Every page has a purpose, and every site has goals. Identify these and use them. – Online Application – Schedule a Visit – Request Information – Watch a Video – Etc..
  • 23. 1st Takeaway: Goals • Google Analytics is virtually useless without conversion goals, so identify and create some! • Anything is better than nothing, so don’t be shy
  • 24. Example: UTSA These are goals!
  • 26. Key Questions • How Can Google Analytics Help me Recruit More Students? • How Can Google Analytics Help me Market More Effectively?
  • 28. Website Design & Changes • What’s the biggest influence on most website design decisions today? • Why? – No alternative.
  • 29. Here’s an Idea! • Identify website goals • Optimize design, content, images, buttons, etc. towards the goals • Let data be the guide • Feed data to the HiPPO (trends, charts, etc.)
  • 30. Conversion Goals (cont.) • For any given page on a site, be able to answer these two questions: – How effective is this page at getting visitors to my goals? – Is this page more or less effective than it used to be?
  • 31. Conversion Goals (cont.) • For your website or section, be able to answer: – What % of all my visitors are completing a conversion goal? – Is my conversion rate increasing or decreasing? – What traffic sources provide the best visitors? (most likely to complete a goal)
  • 32. A/B Split Testing • Test & improve content pages with new Content Experiments feature in GA • Makes data-driven decisions easy!
  • 34. GA for Marketing Analytics • Prospective students come from many channels Blogs YouTube Magazines Search News WEBSITE Engines Sites
  • 35. Analyzing Channels • Which channels or campaigns are producing the highest conversion rate? Remember, conversion rate is the % of visits completing a website goal. • Which channels or campaigns have the lowest bounce rate, or highest engagement rates?
  • 36. Analyzing Channels (cont.) • In order to easily analyze traffic channels, they must be tagged or grouped appropriately. • Ever visit should have: – Medium – Source • Some also have: – Campaign – Keyword – Ad / Content
  • 37. Example: Performance by Medium Traffic Categories Engagement Metrics Conversion Metrics
  • 38. Analyzing Campaigns • Some traffic sources have campaigns – Paid Search – Display / Banner Advertising – Social Media Advertising – Email Marketing • Use the Google Analytics campaign tagging variables to track these cleanly inside of Google Analytics
  • 39. 2nd Takeaway: Tag Campaigns • Ensure that, whenever possible, online marketing campaigns are tagged appropriately in Google Analytics
  • 40. Marketing Analytics • With key goals identified and marketing campaigns tracking properly, answering these questions is easy: “Where should I spend my next marketing dollar?” “Which campaigns are not producing ROI?”
  • 41. 5 MORE VALUABLE BENEFITS OF GA
  • 42. Track Mobile Success • What % of a Site’s Traffic is from Mobile? • How are those Visitors Performing?
  • 43. Track Social Interactions • See when visitors on your site tweet, share, like, etc. • See which social networks are driving traffic to your site.
  • 44. CRM Integrations • Important for lead generation websites • Campaign information all through the sales process Visit Lead Sale Campaign ABC Campaign ABC Campaign ABC
  • 45. Watch Real-time Response • Data within 2 seconds!
  • 46. Track Website Speed • Studies have proven, slow sites = less money • GA now automatically tracks your page load times, so optimize your web experience
  • 48. Takeaways & Tips • Identify & Configure Conversion Goal(s) • Track all Marketing Campaigns using GA tags • Care for Analytics Account (brush, floss, etc.) • Utilize Scheduled Email Reports & Alerts • Share Data within your Organization
  • 49. And One More Thing… • Please don’t let this happen…
  • 50. Thank You! • Leave a card to join our weekly Google Analytics newsletter (free tips & new features) • Visit our table outside and enter to win a free Google Analytics Audit! ($1,500 value) • Visit us online at www.verticalnerve.com
  • 51. Q&A