Web Analytics Workshop - Verwijder die blinddoek
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Transcript of Web Analytics Workshop - Verwijder die blinddoek
WEB ANALYTICS
Verwijder die blinddoek
OUTLINE
What is Web Analytics & Google Analytics
Key definitions
The importance of Analytics
Website goal, KPI’s and Analytics goals
Best practices in account setup
Google Analytics Interface & Dashboard
Key Google Analytics reports
Profiles, segments & filters: “Segment or Die”
WEB ANALYTICS DEFINED
Study of online experience in order to improve it.
“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics Association
WHY ANALYTICS?
Not analyzing your web analytics data is like not looking at your financial books.
“If you cannot measure it you cannot improve it”
William Thomson
ANALYTICS CONNECTS THE DOTS
Conversion Architecture
PPCSEO
WHY ANALYTICS - MACRO
• How many people are coming to your site?• What are your visitors doing on your
site?• How effective is your website
with generating leads and sales?
• What search terms are people using to arrive to your site?
• Which sources (links, partners, etc') are driving traffic to your site?
WHY ANALYTICS - MICRO
• Search Engine Marketing campaigns performance • Overall visitor data • Top performing keywords • Most visited pages • Most popular conversion paths • Visitor segmentation data • Return on investment • And much more
WHY GOOGLE ANALYTICS
• Free… ! • Hundreds of reports• Focus on Goals• Scalable• Integrates with Adwords• Effects SEO (?)• Custom reports• Multiple languages
WHAT ANALYTICS WON’T TELL YOU
• Per visitor tracking • 100% accuracy• Historical data • Cost data outside Adwords• Real time data
ACTIONABLE INSIGHTS
Metrics, reports and graphs are nice
BUTYou need data that will
explain symptoms and
drive actions for improvements
HITS
HOW IDIOTS TRACK SUCCESS
UNDERSTANDING THE ANALYTICS LINGO
•One Web Page
Page View
•A person that comes to your site
•30 min inactivity = new visit
Visit•Ha
s this visitor visited the website prior to the active (selected) date range?
Unique Visitor•Th
ey came, they puked, they left
Bounce
•The page where the user left the site
Exit
•Where did the visitor come from?
•Direct, Search Engines, Referrals, Campaigns
Traffic Source
•What is the first page the visitor saw?
•Is it the home page? The PPC landing page?
Entry Page
•What is the sequence of pages the visitors viewed?
Visitor Path
FOCUS ON GOALS & CONVERSION
Your Site:
E-CommerceLead GenerationContent/PublishingSupport
FOCUS ON GOALS & CONVERSION
Goals by website type:
Commerce Objective: Get customers to buy directly online.
Lead Generation Objective: Get visitors to submit their contact information so that the company’s sales force can contact them
Content Objective: Get the customer to return (content sites revolve around the advertising business model)
Support/Self Service Objective: Provide customers with the ability to find the answers they need regarding their products
FOCUS ON GOALS & CONVERSION
Your Analytics goals & conversions:
Shopping CartsForm submissionSubscription DownloadsEmails sent
GOALS & CONVERSION IN ANALYTICS
1 Conversion = 1 or more Goals
VISUALIZE YOUR GOALS’ FUNNEL
Product page
Product group
Purchase
Shopping cart
SET KPI’S FOR YOUR GOALS
KPI is a benchmark for you
• % of visitors’ growth• Growth of organic traffic• # of sales from Adwords• Growth in page per visit
GOOGLE ANALYTICS ACCOUNT SETUP
• Create Google Account• Does not mean Gmail...
https://www.google.com/accounts
GOOGLE ANALYTICS ACCOUNT SETUP
• Login to Google Analytics with your Google Account
• Create a Google Analytics account• Register your website• Get the Google Analytics code
http://www.google.com/analytics
GOOGLE ANALYTICS ACCOUNT SETUP
• Put the code on EVERY PAGE
• Place just before the end of </body> tag of the page
• Better to use with templates• Better to use with CMS
GOOGLE ANALYTICS DASHBOARD
VISITORS MENU
TRAFFIC SOURCES MENU
CONTENT MENU
GOALS MENU
CUSTOM REPORTING
MEASURE VS. ANALYZE
THE BOOKKEEPERTHE ACCOUNTANT
SITE USAGE
•VISITS•PAGES VIEWED•PAGES PER VISIT•BOUNCE RATE•TIME ON SITE
SITE USAGE
• What are the trends?• What do peaks and slumps mean?• Pages/Visit & Avg. Time correlation• Is the Bounce Rate a concern?• New Visits or Returning Visitors?
SITE USAGE – WHAT’S NEXT?
TRAFFIC SOURCES
• DIRECT TRAFFIC VISITS• REFERRING SITES VISITS• SEARCH ENGINES VISITS (SEO + PPC)• OTHER CAMPAIGNS
TRAFFIC SOURCES
• Which source drives traffic to my site? • Are those that know me coming back?• Am I getting free traffic from my friends?• How are my SEM initiatives doing?• Am I spending my marketing Euros effectively?
TRAFFIC SOURCES – WHAT’S NEXT?
TRAFFIC SOURCES – WHAT’S NEXT?
TRAFFIC SOURCES – WHAT’S NEXT?
TRAFFIC SOURCES – WHAT’S NEXT?
TOP CONTENT
• WHICH PAGES GOT VISITS• BOUNCE RATE PER PAGE• TIME ON PAGE• EXITS FROM PAGES
TOP CONTENT
• Are they visiting my important pages?• Opportunities?• Problems?• How is my funneling? • My site’s stickiness
LANDING PAGES
• DIRECT ENTRANCES• BOUNCES• BOUNCE RATE
LANDING PAGES
• How many home pages do I have?• How is my SEO doing? • How is my PPC doing?• Calls to action, funnels, content?• Surprises? Problems?
LANDING PAGES – WHAT’S NEXT?
KEYWORDS
• KEYWORDS USED TO LAND ON MY SITE
KEYWORDS
• Am I getting traffic from the right keywords? • Visitors’ intent• Which keywords drive traffic coming from which source?
KEYWORDS – WHAT’S NEXT?
BRANDED VS. NON-BRANDED TRAFFIC
CONVERSION BY TRAFFIC
• CONVERSION GOALS DONE ON MY SITE
CONVERSION BY TRAFFIC
• What are the best traffic source for converting on my site? • Is my site only getting visits or converted traffic?
ANALYTICS IS A PROCESS
SEGMENT OR DIE
A common complaint: “Too much data, where should I start??”
Beware of the “average visitor”!
Segment to see differences and get the actionable insights.
Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…
SEGMENT, FILTERS, AND MORE
Filters
Default segments
Custom segments
In-reports filters
In-reports segments
Multiple options:
SEGMENT, FILTERS, PROFILES AND MORE
SUMMARY & CONCLUSION
Analytics is all about:
• Your business
• Your Website
• Your goals
• Your analysis
• Your context
• Your “actionable insights”
Take off your blindfold to see the light
YOUR CHALLENGES
• How many visitors are you getting?
• What are your primary traffic sources?
• What are your best performing pages?
• Which keywords people are using to find your site?
• Which Actionable Insights you can drive from your analytics reports?