Google analytics latest and best
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Transcript of Google analytics latest and best
Coming Up:GA New in last 6 months
Feature Benefit
March 2011 Plot Rows Compare data trends quickly
April 2011 New Version: V5 Plenty now, loads more to come
April 2011 Multi-Channel Funnels Pilot See the history of different sources
May 2011 Site Speed Report User experience, SEO, conversion
June 2011 Webmaster Tools Integration SEO – GA starts to include off-site
June 2011 New Mobile Reports More data on vital section of market
June 2011 Social Tracking See the power of engagement
Google Analytics: Latest and Bestby
Tim Leighton-Boyce
So, what can I do with these shiny new toys?
Background
• Started out in mail order: 1978• Started analysing how people use web sites: 1994• Analytics+marketing insight = increased conversions• Client engagements
• Thorntons• Healthspan/Healthy Direct• Joules• English Heritage• Interflora• Sweaty Betty
What do I do?
• Long term (typically years…) retainer-based• Ongoing research and best practice advice• Systematic Voice of Customer Survey Analysis and trending• Ad hoc usability testing, troubleshooting and error tracking• Regular Google Analytics analysis (checkouts, KPIs, errors)
• Medium term (3 to 6 days) one-off projects• Full site audits and recommendations for improvement• GA custom tracking and configuration
• Short term (1 to 2 days) one-off projects• GA health check and advice• GA specific project analysis• GA training
Agenda
Feature Benefit
March 2011 Plot Rows Compare data trends quickly
April 2011 New Version: V5 Plenty now, loads more to come
April 2011 Multi-Channel Funnels Pilot See the history of different sources
May 2011 Site Speed Report User experience, SEO, conversion
June 2011 Webmaster Tools Integration SEO – GA starts to include off-site
June 2011 New Mobile Reports More data on vital section of market
June 2011 Social Tracking See the power of engagement
Main Theme
Getting new customers
Getting New Customers
• People who have a Need• To Know• Like• And Trust you
Credit: John Jantsch: www.ducttapemarketing.com
Custom Dashboards
Timelines Metrics
Tables
also Pie Charts…
Custom Reports: Generic Search
Keywords
Visits Bounce RateConversion RateTransactionsRevenue
Entrance Pages for Keywords
Drill down toLanding Pages
Engagement Metrics for Keywords
Visits Bounce Rate>3 pagesSaw productAdd to BasketConversion rate
Products Sold by Generic Search
QuantityRevenue
Products
Keywords specific to product
QuantityRevenue
Keywords
Entrance Page & Engagement
Entrance Page
Visits Bounce Rate>3 pagesSaw productAdd to BasketConversion rate
Entrance Page & Engagement
Drill down toKeywords
Entrance Page & Products
Entrance Page
QuantityRevenue
Entrance Page & Products
Drill down toProducts
QuantityRevenue
Site Speed Reports
Avg SpeedPageviewsSampleBounce Rate% Exit
Site Speed Report Filter
Site Speed Report Filter
Multi-channel: Conversion Paths
Multi Channel Funnel Overview
Even More Reports
Know
& TrustLike
• From
• GA is confusing and complex and they keep adding more stuff
Conclusion: where are we now?
• To
•GA helps me with the exactly the projects I’m working on now
• So I use it every day
I can help
• GA check-up– Telephone discussion of business goals– Look at site and existing GA data
• Deliver– Document
• Summary of findings• Recommendations for profile settings (internal search, housekeeping
filters & settings, brand search filters & segments)• Recommendations for engagement, conversion and error goals• Recommendations for checkout funnel reporting
– Conference call to discuss• Special introductory offer XXXX
Please keep in touch!
Follow me on Twitter, Linked In, Facebook etc:
http://profiles.google.com/tim.lboyce
Links: Working with brand keywords: http://bit.ly/brandkeywordsBuild a custom report: http://bit.ly/gacustomreport