www.nb2bc.co.uk google analytics 17 th january 2008

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Google AnalyticsGoogle Analytics1717thth January 2008 January 2008

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IntroductionIntroductionJames PenningtonJames PenningtonLead Business ConsultantLead Business Consultant

© 2007 NB2BC

AgendaAgenda

9.30 - 9.40

Introduction to the B2B Centre James Pennington

9.40 - 10.30

Importance of Web Statistics James Pennington

10.30 - 11.00

Google Webmaster Mark Bonnett

11.00 - 11.30

Break - Refreshments & Networking

11.30 - 12.30

Understanding Google Analytics James Pennington

12.30 - 12.45

Questions

1.00 - 2.30

Lunch & Demonstrations Advice Centre

© 2007 NB2BC

By lunchtime today you will….By lunchtime today you will….

Understand the need to create goals for website analyticsHave heard of a number of solutions for tracking website trafficSeen Google Analytics and know some of the main featuresBeen shown real statistics of small companies who have taken on-board SEO and Analytics

© 2007 NB2BC

Introduction to the B2B CentreIntroduction to the B2B Centre

We are here to…

“Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet”

• Identify technologies relevant to growing businesses

• Enable businesses to adopt these technologies

• Primary focus is within the West Midlands

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Importance of Web Importance of Web StatisticsStatisticsJames PenningtonJames PenningtonLead IT ConsultantLead IT Consultant

© 2007 NB2BC

Which stats/analytics packagesWhich stats/analytics packages

Web Stats Packages

• Webalizer

• AWStats

Analytics Packages

• Google Analytics - FREE

• Urchin Stats - approx. £1700

• Omniture

• Clicktracks - from £120 a month (hosted) / £500 std alone

© 2007 NB2BC

Web statisticsWeb statistics

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

© 2007 NB2BC

Key TermsKey Terms

Pages / hits

• Number of access to the site

Bounce Rate

• People access 1 page and leave

• What is a good bounce rate

Exit / Entrance

• Where people enter and leave the site

Referrers

• Sites that link to you and send traffic

Direct traffic

• url typed in to the browser

Landing Pages

• The page a person has landed on when accessing the site

© 2007 NB2BC

What can we trackWhat can we track

Number of visits

Pages Accessed

Pages Left From

Search Phrases Used

Search Engine Volume

Number of hits

Where People Come From

Time of Day

Type of Browser

Number of Colours

Screen Resolution

PPC Campaigns

Route through Site

Page Effectiveness

Defined Actions

New / Returning

Visitor Loyalty

Visitor Latency

Time on Site

Pages viewed / visit

© 2007 NB2BC

Why track statisticsWhy track statistics

To make changes to the site

Identify weak content

Select keywords that work

Promote content

Improve landing pages

Identify good site links

© 2007 NB2BC

ActionsActions

Should be for a reason

• What changes will you make to the site

• Improve prominence of content

• Optimise pages for keywords

• Create product / service landing pages

• Use CPC to drive traffic

© 2007 NB2BC

Create GoalsCreate Goals

Structured set of actions

• Identify touch points

• Highlight leaving points

• Measure Conversions

Ensure you set clear attainable goals that can be

measured easily

© 2007 NB2BC

SegmentationSegmentation

What keywords work

• Analyse the pages visitors land on

What referrers convert

• Use goals to identify good referrals

Which content looses clients

• Is due to location

© 2007 NB2BC

Analytics - The Captain Kirk WayAnalytics - The Captain Kirk Way

Illustration originally provided by Matt Bailey - Sitelogic

© 2007 NB2BC

The Red Shirt PhenomenonThe Red Shirt Phenomenon

you’re gonna die.

if you are wearing a red shirt and beam to the planet

with Captain Kirk

© 2007 NB2BC

The basic statsThe basic stats

430 crew members

80 episodes (over a five year period)

59 crew members died

conversion rate: 13.7%

© 2007 NB2BC

The Basic StatsThe Basic Stats

Exactly how many die.• Yellow-shirt crewperson deaths: 6 (10%)

• Blue-Shirt crewperson deaths: 5 (8 %)

• Engineering smock crewperson deaths: 4 (7%)

• Red-Shirt crewperson deaths: 43 (73%)

Safely state

• Red shirted people die more often

© 2007 NB2BC

In-depth AnalysisIn-depth Analysis

What causes them to die

• On-Board incident (42.5%)

• Beaming down to planet (57.5%)

Lots of fights

• 130 fights

• 18 resulted in a fatality (14%)

• 13 of the 18 involved a red-shirt fatality (73%)

Red-Shirts died usually in Groups

© 2007 NB2BC

How to surviveHow to survive

Don’t wear a red shirt

Don’t fight

Don’t beam to the planet with Captain Kirk

However

© 2007 NB2BC

The Captains influenceThe Captains influence

Survival Rate increase when

• Captain Kirk “makes contact” with a female whether

human or alien

• Survival Rate increases to 84%

• In 24 relationships only 3 red-shirts die.

© 2007 NB2BC

The Captains InfluenceThe Captains Influence

Survival Rate decrease when

• Captain Kirk “makes contact” but then starts a fight

• 75% die

© 2007 NB2BC

ConclusionConclusion

Improve survival of red-shirted crew members

Explore only peaceful, female-only planets

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Google WebmastersGoogle WebmastersMark BonnettMark BonnettIT ConsultantIT Consultant

© 2007 NB2BC

Google WebmastersGoogle Webmasters

Statistics, diagnostics and management of

Google's indexing of your website

http://www.google.com/webmasters/

© 2007 NB2BC


FREE!

But need a Google Account to use Webmasters• https://www.google.com/accounts/NewAccount

Support• http://www.google.com/support/webmasters/

• https://www.google.com/webmasters/tools/docs/en/about.html

• Google Groups - Webmasters

• Web/SEO company if you’re not a geek!

© 2007 NB2BC


Site verification is needed

• Upload a blank HTML file with a name specified by Google

• google5434d58cdc3cee1e8.html

OR

Add meta tag to your site's home page

• <meta name="verify-v1” content="dWb342k4nx+Q/gFloCQ=" />

© 2007 NB2BC

Google Webmasters - sitemapsGoogle Webmasters - sitemaps

A sitemap is an XML file that lists URLs for a site, along

with additional information about each URL.

Sitemaps give Google and other search engines important

information about your website.

© 2007 NB2BC


This is not a sitemap!

© 2007 NB2BC


Sitemaps are helpful if:

Your site has dynamic content.

Your site has pages that aren't easily discovered by Google - e.g. pages featuring lots of AJAX or Flash.

Your site is new and has few links to it.

Your site has a large archive of content pages that are not well linked to each other, or are not linked at all.

It will help your site get indexed quicker and you can use it to tell Google about new pages.

© 2007 NB2BC


Issues

Need to be technical to:

• write a xml compliant site map with correct parameters

• set up Google’s sitemap generator or use 3rd party generators

Won’t solve your indexing issues with Google

No clear timetable or roadmap for new features

© 2007 NB2BC


1. Generate your sitemap xml file2. Upload it to your website 3. Tell Google where it is on your sever in

Webmasters4. Google will then download it and up date its

records for the next time it visits your site.

http://www.sitemaps.org/https://www.google.com/webmasters/tools/docs/en/about.html

© 2007 NB2BC


Google Webmasters

• http://www.google.com/webmasters/

• https://www.google.com/accounts/NewAccount

Microsoft’s SEO Tools

• http://webmaster.live.com

Yahoo! Site Explorer

• https://siteexplorer.search.yahoo.com

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Coffee / NetworkingCoffee / Networking

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Understanding Google Understanding Google Analytics Analytics James PenningtonJames PenningtonLead IT ConsultantLead IT Consultant

© 2007 NB2BC

Client A - Visits / PageviewsClient A - Visits / Pageviews

0

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Visits

Pageviews

© 2007 NB2BC

Client A - Traffic SourcesClient A - Traffic Sources

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Search

Direct

Refferal

© 2007 NB2BC

Client A - Website Traffic Client A - Website Traffic

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Google CPC

Direct

© 2007 NB2BC

Client A - Conversion RatesClient A - Conversion Rates

0 5 10 15 20 25

Direct

CPC

Organic

Referral

December

November

October

© 2007 NB2BC

Client A - RevenueClient A - Revenue

Total

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October November December

Total

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QuestionsQuestionsJames Pennington & Mark BonnettJames Pennington & Mark Bonnett

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What NextWhat NextJames PenningtonJames Pennington

© 2007 NB2BC

What NextWhat Next

Feedback Forms

Badges

Visit the e-Advice Centre

• Google Webmasters

• Google Analytics

E-Marketing: Exploiting your Web Presence –

book today at www.nb2bc.co.uk/book_event

www.nb2bc.co.uk google analytics 17 th january 2008

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