Presented by: Michael David

Transcription

1 Presented by: Michael David INTRO: WHY GOOGLE ANALYTICS? Google Analytics: Who they are What they do What they like Where they are When the act What tools they use 1

2 INTRO: WHY GOOGLE ANALYTICS? Consider This: Today, a paperboy with GA has more accurate insight into his website visitors, their behavior and demographics, than any advertising campaign that exisited prior to INTRO: WHY GOOGLE ANALYTICS? Anyone engaging with GA now? Anyone have it installed but don't know what to do next? Is anyone tracking GA Goal Conversions? 2

3 INTRO: GA POWER TIP Universal Tip: Use Google's Tag Assistant Chrome Extension to set up analytics perfectly INTRO: GA POWER TIP 3

4 ANALYTICS SETUP CONSIDERATIONS GA Setup Considerations: Google's new Universal Analytics: Better data collection, more devices Install UA Code, replaces old code Code before closing </head> Eventually mandatory Upgrade soon-ish ANALYTICS SETUP CONSIDERATIONS GA Setup Considerations: Are you truly responsive? Got Adwords and /webmasters connected? Got nice trackable URLs? 4

5 NAVIGATING GOOGLE ANALYTICS } Advanced Customization Audience: Who your visitors are Acquisition: How they got to your site Behavior: What they did on your site Conversions: Did they complete a goal? GOOGLE ANALYTICS: Audience > Overview(DEFAULT) CORE METRICS: Sessions Users Pageviews Pages/Session Duration Bounce Rate 5

6 Acquisition > All Traffic Audience > Source/Medium WHERE DO THEY COME FROM?: Google? CPC/CPC? Referrals? Engagement? -pages -bounce Behavior > Site Content > All Pages WHAT DO THEY DO?: Popular Pages? Engagement? -time -bounce -% exit 6

7 Behavior > Site Content > All Pages 92 % Exit 1300 views/mo What is happening? What is the opportunity? CURING BOUNCE RATE & EXIT PAGES What types of pages would have an inherent bounce rate near 100% 7

8 CURING BOUNCE RATE & EXIT PAGES What types of pages would have an inherent bounce rate near 100% - Thank you pages at the end of shopping carts, tests, form submissions - Invitations to exit, like visit us on facebook - One page websites - Remember, you don't mind a bounce rate/exit page if the customer has taken the action that you asked them to take (more in a moment) CURING BOUNCE RATE & EXIT PAGES Ways we can address Exit Pages: Examine Content & Appearance of Page Is the content weak? Is the page unnattractive? Is the page unreadable on new devices? Does the page present display problems for its audience? 8

9 CURING BOUNCE RATE & EXIT PAGES Ways we can address Exit Pages: Does the page fulfill the promise of the inbound path? Users come to a page with expectations they acquire along the inbound path Kansas Veterinary Medical Association CURING BOUNCE RATE & EXIT PAGES Ways we can address Exit Pages: Are their Paths/Links to other content? Related Pages Is there a clear and strong Call to Action? A Call to Action is the ultimate engagement, it turns a visitor into a buyer, member, attendee, regular reader, social follower, more 9

10 CURING BOUNCE RATE & EXIT PAGES Ways we can address Exit Pages: Solution: we can present a continued path Comment section/review section Create Paths/Links to other content? Popular Pages links Related Pages links Social sharing CURING BOUNCE RATE & EXIT PAGES The Ultimate Way to address Exit Pages: Is there a clear and strong Call to Action? What do you want? Members? Attendees? Social Followers? A Call to Action is the ultimate engagement, it turns a visitor into a buyer, member, attendee, regular reader, social follower, more 10

11 CALLS TO ACTION Why is this a good or bad page for the purpose of getting a customer to act? CALLS TO ACTION Why is this a good or bad page for the purpose of getting a customer to act? Kansas Veterinary Medical Association 11

12 CALLS TO ACTION Why is this a good or bad page for the purpose of getting a customer to act? American Society of Plastic Surgeons GOAL TRACKING IN ANALYTICS Goal Tracking lets you define a user action and then you can measure your success at reaching that goal in GA Purchases Contact Form Fills Requests for information Downloads It's tricky to set up, get help from I.T. 12

13 GOAL TRACKING IN ANALYTICS Goal Tracking opens up the conversions section... GOAL TRACKING IN ANALYTICS Goal Tracking ties successful engagement to other metrics such as: Source Ads Referrals Specific Entry content Time of Day Region of Country etc 13

14 ENGAGING PHONES & TABLETS Users on Responsive Sites: Your Site Appears Differently Devices Behave Differently Users Behave Differently Are you mobile ready/responsive? ENGAGING PHONES & TABLETS What Do We Really Want to Know About Our Mobile & Tablet Users? Are they engaged? Are they converting? Can we improve conversions? 14

15 ENGAGING PHONES & TABLETS First, a Quiz: Desktop v. Tablet v. Mobile 8 Months of Traffic, Texas (in State) Visitors Only, Responsive Site: ENGAGING PHONES & TABLETS Which Device Engaged Users? Desktop v. Tablet v. Mobile Conversion Rate: 3.71% - Time on Site: 2:37 Conversion Rate: 2.41% - Time on Site: 1:47 Conversion Rate: 0.93% - Time on Site: 0:54 15

16 ENGAGING PHONES & TABLETS Which Device Engaged Users? Desktop v. Tablet v. Mobile Conversion Rate: 3.71% - Time on Site: 2:37 Conversion Rate: 2.41% - Time on Site: 1:47 Conversion Rate: 0.93% - Time on Site: 0:54 Tablet Wins! ADVANCED SEGMENTING Let's Build a Custom Analytics Report That Illuminates User Behavior by Device Create Custom Segments Build User Defined Report Save (& Share?) Custom Report 16

17 ADVANCED SEGMENTING Let's Create a Segment Expand Segment Section ADVANCED SEGMENTING Let's Create a Segment Segment Section Expands with pre-defined segments, custom segments you create are added permanently 17

18 ADVANCED SEGMENTING Let's Create a Segment Click Create New Segment ADVANCED SEGMENTING About Segments: Custom filters based on any Analytics attribute Combine multiple filters I wish I could see... It's here Example: Remarketing visitors, from California, on Desktops 18

19 ADVANCED SEGMENTING Our First Segment: Mobile Users From Texas Technology > Device Category > Contains > Mobile ADVANCED SEGMENTING Our First Segment: Mobile Users From Texas Technology > Device Category > Contains > Mobile Conditions > Region, Contains > Texas That's it! 19

20 ADVANCED SEGMENTING Employing Segments and Building Reports Navigate to: Audience/Custom/User Def. Your custom segments appear here Drag up here to build a custom report Click Shortcut to Save ADVANCED SEGMENTING Your Custom Report Active Segments Color Coded Graph Standard metrics isolated by segment 20

21 ADVANCED SEGMENTING What to Watch For & Actionable Tasks Look for Black Holes like <.5% Form Conversion, low times on site Look for huge differences between Desktop/Tablet metrics Challenge: Mobile Conversion: Forms? Click to Call? Adjust PPC Campaigns Thanks! Stay for Q&A! 21

22 Basic Analytics Considerations: Are you truly responsive? Code before closing </head> Got nice trackable URLs? Got nice trackable conversion events? (.js?) Got Adwords and /webmasters connected? 22