Using Google Analytics to Improve Your Website

By PaperStreet Web Design

Why use Analytics

• Improve• Improve• Improve.

Why use Google Analytics

• Easy to install• Integrates with Paid Campaigns• Integrates with Webmaster Tools• Free

Key Areas to Review

• Visitors (Overview, Demo, Behavior, Technology, Social & Mobile)

• Advertising (AdWords)

• Traffic sources (Sources, SEO)

• Content (Overview)

• Conversions (Goals)

• Monthly Review Process & Testing

Visitors: Overview

• Visits• Unique Visitors• Pageviews• Pages/Visit• Avg. Time on Site• Bounce Rate

Visitors: Demographics

• Location• Language

Visitors: Behaviors

• New vs. Returning– Are they are new or returning visitor?

• Frequency & Recency– Number of times the visitor returned to your site.– How often they returned.

• Engagement– Length of visit.

Visitors: Technology & Browsers

Visitors: Social

• This is brand spanking new.– +1 auto tracked– Must Setup Other Services– _gaq.push(['_trackSocial', network, socialAction,

opt_target, opt_pagePath]);• Engagement• Action• Pages

Visitors: Mobile

• Overview• Device Types

Advertising

• Only applies if you are using AdWords

Traffic Sources: All TrafficDirect, Referrals, & Search

• Where does your traffic come from?• Search, • Referral• Direct • Paid

Traffic Sources: SEO

• Integrate with Google Webmaster Tools• Show Queries that lead to your website• Landing Pages & Geographical too!

Content: Overview

• Pageviews• Unique Pageviews• Exit Pages• Bounce Rate

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

Conversions

• Goals• How to setup• Confirmation page

Monthly Review Process

• Exclude your own IP network• Setup 1 hour per month to review.• Review Overviews.• Compare Months and Years• Research negative trends.• Conversion Rate Optimization– Setup conversion test.– Change one thing and track.

What is Next

• Review your Website– Integrate Google Analytics if Needed.– Review your Analytics

• Make Changes and Test