measuring online success
DESCRIPTION
Measuring Your Online SuccessTRANSCRIPT
Measuring your online success
Google AnalyticsMatt Young
• 86% of businesses who use analytics, use Google Analytics as their web metrics software
• But a staggering 82% of them are using Analytics incorrectly.
• (source: econsultancy)
How to start with Analytics
• Sign up – through Google Account• Copy given code into each page of
your site
Google Analytics
• Google’s statistics package• Tracks and records all data• Data is held anonymously
• Measure, analyse, compare and report
Orientation
Google Analytics
1. Who are your visitors?(Audience)
2. How did they find your site?
3. What did they do when they were on your site?
1. Who are your visitors?
• Profile your Audience (demographics)1. Visitor Numbers2. Their location3. Type of connection4. Type of browser5. Mobile devices?
• Audience section
Visitor numbers on timeline
Timeframe
Compare to past
(+2 days)
Visitor numbers Table
• Visits• Unique visitors• Pages per visit• Visit duration• Bounce rate
What’s a bounce rate?
• Bounce Rate is % of single page visits
• measure of visit quality • high Bounce Rate generally
indicates that site entrance (landing) pages aren’t relevant to your visitors
• OR keyword phrases aren’t optimised well enough
Add annotation
1. Audience overview > Visitor numbers
2. Audience> Demographic> Location
3. Audience> Demographic> Location> City
Type of connection
4. Type of browser
Audience > Technology > Browsers & OS
How many mobile users?
Audience > Mobile >Overview
MobileAudience > mobile >devices & compare to last year…
Discussion• Which audience figures will be good
KPIs for you?– Monthly visits– Bounce rate– Time on site– Pages per visit
• What’s your KPIs?• Number of new visitors – increasing
• Bounce rate – 20% - 50%• Ave time on site 1mins – 2:50mins
Other things in Admin• Add other users to access account
Admin >domain> users
Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they were on your site?
How did they find your site?
Traffic Sources
3 types of traffic
• Direct – www.yourname.co.uk – People that know you– Print marketing campaign
(press/leaflet)• Referral
– From other sites (back links)– Email marketing campaign– webmail
• Search– Some people ALWAYS search– Major search engines – Google, Bing,
Yahoo, AOL
Direct
Referral sites
webmail
Links from websites
Referrals
• Are those sites we pay for doing what they should?
• Are email campaigns working?• Where am I getting the best
backlinking?• Social media indications
Search traffic
• What have people typed into Google
• People who know your brand • People who don’t• How can you find out?
• Audience > search >organic>• Not ‘search engine optimization’
Keyword phrases
brand
Non brand
Excluding brand names
Add to dashboard• Customize• Email• Export• Add to dashboard• Shortcut
Discussion
• What KPIs can I include from traffic sources?– % non brand related keywords and
length of time and bounce rate?– % referrals
New Social tracking• Identify high value networks and
content• track on-site and off-site user
interaction with your content, • tie it all back to your bottom line
revenue through goals and conversions.
Social network referrals
Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they were on your site?
What did they do when they were on your site?
• What page do they land on?
• What’s your most popular page?
• How long do they stay on your site?• What routes do they
use?
Content overview
Top Landing pages
What page do they arrive on?
Content >site content >landing page
How long are they there?
Top exited pages
Content drilldown• Look at visitor flow instead
(audience)
• Don’t worry, we’re nearly done!
Visitor flow
Visitor flow - change variable
Social network
What routes do they use?
• In-Page analytics
• navigation summary – In page analytics
Content > In Page analytics
Show colour
Discussion• What KPI can I include for content?
– Increase landing pages for core content– Issues of any exit pages?