google analytics joomla chicago 200905
DESCRIPTION
Google Analytics: Case Study presented at Joomla Chicago User GroupTRANSCRIPT
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
On Line, On Message,On the Money withGoogle Analytics
Presented by: Avery Cohen - Metrist Partners May 1, 2009
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Today’s ObjectivesMaking your web site deliver for you and your customers Identify your business goals and develop a strategy
for online marketing that will meet those goals Evaluate content and calls-to-action based on those
goals Implement Google Analytics in your CMS Use Google Analytics to gain insights into how to
better meet your business goals Use Google Analytics to gain insights into Search
Engine Optimization for your web site
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Is your website a slacker?
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Setting Goals
Goals Jan Feb MarRevenueProfit
% from web
Number ofTransactions
Avg Transaction Value
% Transactions over $100
New CustomersReturning Customers
Email List SizeNew Email Registrations
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Getting to Actionable
Steps to “conversions” Visits the web site Views more than one page Reaches specific “value-add” content Opts in for email Fills out a “contact” form Makes a phone call Makes a purchase
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Tools for an Online Strategy
Online = Interactive
Email Web Site
Social Media
Mobile / text
Search,Blogs
& Public
Relations
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Conversion Rates
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Setting Goals in Google Analytics
1
2
3
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Tracking Goals in Google Analytics
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Conversion Rate
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
What do you want to be known for?
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
A Brand is NOT a Logo
A Brand is an Experience
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Experience = Strong Call to Action
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Experience = Content
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
What do your customers want?
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
How do people find you?
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Content
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Bounce Rate
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Referral Sources
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Example Site CMS Expo
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
CMS Expo Site Activity
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
CMS Expo Site Activity
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
CMS Expo Visitors
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
CMS Expo Visitors
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Traffic Sources
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Paid vs “Organic” Search
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Paid vs “Organic” Search
![Page 28: Google Analytics Joomla Chicago 200905](https://reader034.vdocuments.net/reader034/viewer/2022051411/5404b0ff8d7f729b768b487d/html5/thumbnails/28.jpg)
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Paid vs “Organic” Search
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Other Reports of Interest
Top Landing Pages Sources and Keywords
Top Content Details Navigation Summary
Site Overlay
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Site Optimization
Focus on conversions Views more than one page Reaches specific “value-add” content Opts in for email Fills out a “contact” form Makes a phone call Makes a purchase
Segment and test
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
CMS Expo Registration
4100 on conference page (30.6% of 13,400)
410 on registration page (10%) 130 to paypal (25%)
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Google Analytics Funnel Report
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Google Analytics Advanced Topics
Tracking Offsite Links Tracking Email Excluding your people
Your CMS will handle much of this
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Joomla Extensionssh404SEF http://extensions.siliana.com/en/
sh404SEF-and-url-rewriting/sh404SEF-Joomla-SEF-URL-without-URL-rewriting-or-.htaccess.html
JoomlaGAtor http://extensions.joomla.org/extensions/site-management/site-analytics/3356/detailsJoomlaGAtor tracks offsite
links and downloads of PDFs and other media files. Does
not track button click events.
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Setting Goals
Month Goals Plan Actual +/-RevenueProfit
% from web
Number ofTransactions
Avg Transaction Value
% Transactions over $100
New CustomersReturning Customers
Email List SizeNew Email Registrations
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Tracking KPIs
Key Performance Indicators (KPIs) Baseline – previous year ± special events Set goals Track results Evaluate based on goals and trends Take action!
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Recommendations for CMS Expo Track Sign-Ups (Email, RSS) as Goals More Outbound Communication
Track Visits from Email (URL Campaign Tagging) Send More Emails Update RSS Feed
Reach Out to the Drupal Community Improve Internal Linking Optimize for Search Keywords
Drupal, Alfresco, Joomla! Learn, training, conference
Evaluate & Optimize Paid Search Campaign
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Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Thank You
Metrist Partners2525 N. Elston Ave.Suite D230Chicago, Illinois
60647
847-926-8280
Avery [email protected]@averycohenhttp://
www.metristpartners.com