GOOGLE ANALYTICS: START TURNING DATA INTO ACTIONABLE INSIGHTS

INTRODUCTION

ABOUT ME‣ Growth hacker (I come up with ideas)

‣ Conversion Strategist (I test old ideas)

‣ Entrepreneur (I make ideas happen)

INTRODUCTION

AGENDA‣ How to install and use Google Analytics

‣ Key data to focus on

‣ How to interpret key data

WHAT IS GOOGLE ANALYTICS?

GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

WHAT IS GOOGLE ANALYTICS?

● Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. It's the most widely used website statistics service. The basic service is free of charge and a premium version is available for a fee.

HOW TO INSTALL AND USE GOOGLE ANALYTICS

GOOGLE ADWORDS: TURNING DATA INTO INSIGHTS

HOW TO INSTALL● You put a tracking code on your website● If you have a wordpress site you can use a plugin like

“Ultimate Google Analytics” instead and just add the Google Analytics tracking code

● Also put in event, funnel and conversion tracking

HOW TO INSTALL AND USE GOOGLE ANALYTICS

EXAMPLE: THE GOOGLE ANALYTICS TRACKING

MAIN REASONS FOR USING GOOGLE ANALYTICS● Understand user behaviour● Implement data driven decision making to improve sales● Change the company in the right direction

HOW TO USE GOOGLE ANALYTICS

HOW TO USE GOOGLE ANALYTICS: EXAMPLE MODEL

KEY BUSINESS GOALS THAT CAN BE ACHIEVED● Identify key demographic● Find out what content is popular● Increase conversion to the point of making new forms of

advertising profitable so you can scale faster.

HOW TO USE GOOGLE ANALYTICS

HOW TO USE GOOGLE ANALYTICS: DASHBOARD

YOUR TASK FOR THE NEXT 15 MINUTES:● Step 1: Identify your goals with using Google Analytics

WORKBOOK: Step 1

KEY DATA TO FOCUS ON

GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

FIRST QUESTIONS TO ASK ● How many come to your website a month?● Where do they go on your website?● Where do they spend the most time?

KEY DATA TO FOCUS ON

GOOGLE ANALYTICS EXAMPLE: AUDIENCE OVERVIEW

GOOGLE ANALYTICS EXAMPLE: BEHAVIOUR: CONTENT

WHO COME TO YOUR WEBSITE?● Which countries do they come from?● What devices are they viewing your website on?● Are they one timers or loyal fans?

KEY DATA TO FOCUS ON

GOOGLE ANALYTICS: AUDIENCE - LOCATION - SESSIONS

GOOGLE ANALYTICS: AUDIENCE - MOBILE - OVERVIEW

GOOGLE ANALYTICS: AUDIENCE - MOBILE - DEVICES

GOOGLE ANALYTICS: AUDIENCE - BEHAVIOUR

WHAT IS YOUR…?- Conversion rate = (sales or leads / unique visitor) x 100

- Time on page (more than a minute indicate interest)

- Cost per lead/sale = total traffic price / number of leads or

sales

KEY DATA TO FOCUS ON

EXAMPLE: GOOGLE ANALYTICS:

YOUR TASK FOR THE NEXT 15 MINUTES:● Step 2: Identify which data is key to you

WORKBOOK: Step 2

HOW TO INTERPRET KEY DATA

GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS

LOW TRAFFIC● Have you invested enough into traffic?● Is it too early to see an increase?● Can your traffic strategy be improved?

HOW TO INTERPRET KEY DATA

POTENTIAL TRAFFIC SOURCES

ORGANIZE YOUR TRAFFIC STRATEGY: IFTTT.COM

LITTLE TIME SPENT ON THE WEBSITE● Can your content be improved?● Are your graphics good enough?● How targetted is your traffic?

HOW TO INTERPRET KEY DATA

EXAMPLE: LINGS CARS

LOW CONVERSION● How good is your offer?● How clear is each page in your sales funnel?● How much proof are you providing?

HOW TO INTERPRET KEY DATA

HOW TO CREATE A CONVINCING OFFER

THE FORGOTTEN SALES FUNNEL?

CASESTUDY: SWITCHFIT.IO

EXAMPLE: DROPBOX - A/B TEST - VERSION A

EXAMPLE: DROPBOX - A/B TEST - VERSION B

YOUR TASKS FOR THE NEXT 15 MINUTES:● Step 3: Interpret your data

WORKBOOK: Step 3

Q&ASUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS