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Page 1: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

Google Analytics Beginners: How to set up and measure conversion goals Presented by Emily VonSydow, Project Manager, Bop Design June 27, 2014

Page 2: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

About Bop Design

•  Based in San Diego, CA with clients all over the U.S. •  Specialize in marketing and web design

& development for B2B firms

Page 3: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

After this presentation, you will be able to: •  Set up conversion goals in Google Analytics •  Measure a variety of marketing and sales goals such as

downloads, site visits, signups and more

Page 4: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

What is a conversion goal?

A measurement of a specific action a user takes on your website.

Page 5: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

Setting Up Conversion Goals

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Page 6: Google Analytics Beginners: How to Set-up and Measure Conversion Goals

Setting Up Conversion Goals

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Setting Up Conversion Goals

Destination – landing on a specific page (e.g. a thank you page following a form signup) Duration – spending a specified amount of time on the website Pages/Screen per session – browsing less than, equal to or more than a specific amount of pages on a website Event – broad term for tracking other actions on a website not listed above

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Setting Up a Destination Goal

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Name your goal something after the offer you’re tracking

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Setting Up a Destination Goal

Copy and paste the segment of the end page URL without your domain (e.g. without www.mywebsite.com)

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Setting Up a Destination Goal: The Funnel

Use the Funnel option to track the steps a visitor may take to complete the conversion goal as well as accurately measure abandonment rate

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Setting Up a Destination Goal

When complete Verify and

then Create Goal

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Measuring A Conversion Goal

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Select your goal from the drop down menu

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Measuring A Conversion Goal

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Select source to browse where your conversion came frome

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Measuring A Conversion Goal

Abandonment rate – percent of visitors who land on the page but do not complete the conversion Google/Organic – visitor came from a Google web search (direct)/(none) – visitor came to your site directly by typing your URL in their browser or they had it bookmarked

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Measuring the Conversion Funnel

Measure what pages they came from, how many never completed the form (and where they went to instead) and how many completed the conversion

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Conversion Goal Results & Tactics to Consider

“My abandonment rate is high” (e.g. number of visitors visiting a landing page, but not completed the desired conversion)

–  Solution: Change and test any of these elements individually •  Landing page design (Is it dated? Is it communicating a

high quality, professional brand? Is it clear what you’re offering to the user?)

•  Landing page copy (Is it too wordy? Are users not understanding you?)

•  Ineffective call to action (Are you asking users to “Sign up,” “Register” or take a specific action?)

•  Loading speed


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