Website OptimizationUsing Google Analytics
About Vertical Nerve• Help organizations connect with their audience online• Help them convert that audience into customer...
About Me• Director, Analytics & Search Engine Marketing• 10 Years of Search Engine Optimization /  Marketing Experience• 8...
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)
About Google Analytics•   Free, enterprise level web analytics solution•   Installed on over 10M sites worldwide•   60% of...
How it Works• Invisible page tag using JS & Cookies• When those pages are viewed, the code runs  behind the scenes, sendin...
What Does GA Track?• It Tracks a Visitor’s:   – Approximate Location (city)   – Browser and System Specs (OS, language, et...
WHEN IT COMES TO GOOGLE ANALYTICS,HERE’S THE COMMON SCENARIO…
Common Scenario• Most organizations “use” Google Analytics  – It’s installed on the website…that’s about it.• Most organiz...
WHY?
“I don’t want to be a pirate web analyst!”
HERE’S THE GOOD NEWS…
The Good News• Using Google Analytics doesn’t have to be  confusing or overwhelming• Anybody can quickly learn some of the...
A FEW NICE AND EASY METRICS
Engagement MetricsAvg. number of                   Avg. time spent   Percentage of in-pages viewed per                   o...
Conversion Metrics    Total number of    % of visits    goal completions   completing a goal
What’s a Conversion Goal?• Every page has a purpose, and every site has  goals. Identify these and use them.  – Online App...
1st Takeaway: Goals• Google Analytics is virtually useless without  conversion goals, so identify and create some!• Anythi...
Example: UTSA                These are goals!
KEY QUESTIONS
Key Questions• How Can Google Analytics Help me Recruit  More Students?• How Can Google Analytics Help me Market  More Eff...
WEBSITE OPTIMIZATION
Website Design & Changes• What’s the biggest influence on most website  design decisions today?• Why?  – No alternative.
Here’s an Idea!• Identify website goals• Optimize design, content,  images, buttons, etc.  towards the goals• Let data be ...
Conversion Goals (cont.)• For any given page on a site, be able to answer  these two questions:  – How effective is this p...
Conversion Goals (cont.)• For your website or section, be able to  answer:  – What % of all my visitors are completing a  ...
A/B Split Testing• Test & improve content pages with new  Content Experiments feature in GA• Makes data-driven decisions  ...
MARKETING ANALYTICS
GA for Marketing Analytics• Prospective students come from many  channels                        Blogs             YouTube...
Analyzing Channels• Which channels or campaigns are producing  the highest conversion rate? Remember, conversion rate is t...
Analyzing Channels (cont.)• In order to easily analyze traffic channels, they  must be tagged or grouped appropriately.• E...
Example: Performance by MediumTraffic Categories   Engagement Metrics   Conversion Metrics
Analyzing Campaigns• Some traffic sources have campaigns  – Paid Search  – Display / Banner Advertising  – Social Media Ad...
2nd Takeaway: Tag Campaigns• Ensure that, whenever possible, online  marketing campaigns are tagged appropriately  in Goog...
Marketing Analytics• With key goals identified and marketing  campaigns tracking properly, answering these  questions is e...
5 MORE VALUABLE BENEFITS OF GA
Track Mobile Success• What % of a Site’s Traffic is from Mobile?• How are those Visitors Performing?
Track Social Interactions• See when visitors on your site tweet, share,  like, etc.• See which social networks are driving...
CRM Integrations• Important for lead generation websites• Campaign information all through the sales  process      Visit  ...
Watch Real-time Response• Data within 2 seconds!
Track Website Speed• Studies have proven, slow sites = less money• GA now automatically tracks your page load  times, so o...
KEY TAKEAWAYS
Takeaways & Tips•   Identify & Configure Conversion Goal(s)•   Track all Marketing Campaigns using GA tags•   Care for Ana...
And One More Thing…• Please don’t let this happen…
Thank You!• Leave a card to join our weekly Google  Analytics newsletter (free tips & new features)• Visit our table outsi...
Q&A
Website Optimization Using Google Analytics
Website Optimization Using Google Analytics
Website Optimization Using Google Analytics
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Website Optimization Using Google Analytics

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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

  1. 1. Website OptimizationUsing Google Analytics
  2. 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. 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. 4. About Me• Also an Olympic Weightlifter getting ready to leave for London. TOTAL LIE
  5. 5. Why Do We Need Analytics?• Analytics helps you discover what works… …and STOP doing what doesn’t.
  6. 6. Why Do We Need Analytics?• Without Data, the HiPPO Rules!• What’s the HiPPO? (Highest Paid Person’s Opinion)
  7. 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. 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. 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. 10. WHEN IT COMES TO GOOGLE ANALYTICS,HERE’S THE COMMON SCENARIO…
  11. 11. 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!!!
  12. 12. WHY?
  13. 13. “I don’t want to be a pirate web analyst!”
  14. 14. HERE’S THE GOOD NEWS…
  15. 15. 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
  16. 16. A FEW NICE AND EASY METRICS
  17. 17. Engagement MetricsAvg. number of Avg. time spent Percentage of in-pages viewed per on the website n-out visitswebsite visit
  18. 18. Conversion Metrics Total number of % of visits goal completions completing a goal
  19. 19. 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..
  20. 20. 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
  21. 21. Example: UTSA These are goals!
  22. 22. KEY QUESTIONS
  23. 23. Key Questions• How Can Google Analytics Help me Recruit More Students?• How Can Google Analytics Help me Market More Effectively?
  24. 24. WEBSITE OPTIMIZATION
  25. 25. Website Design & Changes• What’s the biggest influence on most website design decisions today?• Why? – No alternative.
  26. 26. 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.)
  27. 27. 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?
  28. 28. 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)
  29. 29. A/B Split Testing• Test & improve content pages with new Content Experiments feature in GA• Makes data-driven decisions easy!
  30. 30. MARKETING ANALYTICS
  31. 31. GA for Marketing Analytics• Prospective students come from many channels Blogs YouTube Magazines Search News WEBSITE Engines Sites
  32. 32. 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?
  33. 33. 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
  34. 34. Example: Performance by MediumTraffic Categories Engagement Metrics Conversion Metrics
  35. 35. 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
  36. 36. 2nd Takeaway: Tag Campaigns• Ensure that, whenever possible, online marketing campaigns are tagged appropriately in Google Analytics
  37. 37. 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?”
  38. 38. 5 MORE VALUABLE BENEFITS OF GA
  39. 39. Track Mobile Success• What % of a Site’s Traffic is from Mobile?• How are those Visitors Performing?
  40. 40. Track Social Interactions• See when visitors on your site tweet, share, like, etc.• See which social networks are driving traffic to your site.
  41. 41. CRM Integrations• Important for lead generation websites• Campaign information all through the sales process Visit Lead Sale Campaign ABC Campaign ABC Campaign ABC
  42. 42. Watch Real-time Response• Data within 2 seconds!
  43. 43. Track Website Speed• Studies have proven, slow sites = less money• GA now automatically tracks your page load times, so optimize your web experience
  44. 44. KEY TAKEAWAYS
  45. 45. 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
  46. 46. And One More Thing…• Please don’t let this happen…
  47. 47. 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
  48. 48. Q&A

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