Download - Webinar 012413-1
Google Analytics Webinar: Understanding User Engagement
Converge Consulting Rick Allen
Ann Oleson www.convergeconsulting.org
About Us
Rick Allen | Converge Consulting
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What we’re talking about• Understanding Visitor Dimensions and Website
Behavior
• Understanding Traffic Sources and Campaigns
• Assessing Web Content
• Segmentation and Custom Reports
Rick Allen | Converge Consulting
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Understanding Visitor Dimensions and Website Behavior
• New vs. returning visitors
• Frequency and recency
Visitor loyalty
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Rick Allen | Converge Consulting
New vs. returning visitors
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Rick Allen | Converge Consulting
• New vs. returning visitors
• Frequency and recency
Visitor loyalty
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Rick Allen | Converge Consulting
Frequency and recency
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Rick Allen | Converge Consulting
Frequency and recency
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Rick Allen | Converge Consulting
• Visit duration
• Page depth
Understand how people navigate your website
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Rick Allen | Converge Consulting
Visit duration
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Rick Allen | Converge Consulting
• Visit duration
• Page depth
Understand how people navigate your website
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Rick Allen | Converge Consulting
Page depth
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Rick Allen | Converge Consulting
Mobile
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Rick Allen | Converge Consulting
Mobile
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Rick Allen | Converge Consulting
Understanding Traffic Sources & Campaigns
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Buckets of trafficBuckets of traffic
DirectVisitors who come directly to the
website using the domain name.
Search enginesBy default, GA tracks 20+ different
search engines.
ReferralsLinks that appear on
other websites.
Rick Allen | Converge Consulting
Buckets of trafficBuckets of traffic
DirectVisitors who come directly to the
website using the domain name.
Search enginesBy default, GA tracks 20+ different
search engines.
ReferralsLinks that appear on
other websites.
Campaigns Custom! You decide.
Accessing direct and referral traffic
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Direct traffic
Rick Allen | Converge Consulting
Referral traffic
Accessing organic and paid search traffic
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Organic search traffic
Rick Allen | Converge Consulting
Paid search traffic
Campaigns
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Campaigns
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SEO report
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
SEO report
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Assessing Web Content
Content reports
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
All pages
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Rick Allen | Converge Consulting
Navigation
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Rick Allen | Converge Consulting
Landing pages
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Rick Allen | Converge Consulting
Exit pages
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Site search
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Site search
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Segmentation and Custom Reports
Advanced segmentation
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
• All visits
• New visitors
• Returning visitors
• Paid search traffic
• Non-paid search traffic
• Search traffic
Default segments
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Rick Allen | Converge Consulting
• Direct traffic
• Referral traffic
• Visits with conversions
• Visits with transactions
• Mobile traffic
• Non-bounce visits
• Visits without conversions
• Unengaged users
• Social media visits
• Non social media visits
• Leads
• Highly engaged users
Advanced Segmentation (Custom)
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Rick Allen | Converge Consulting
• Visit duration
• Pages / Visit
• YouTube pageviews
• Twitter pageviews
• LinkedIn pageviews
• Facebook pageviews
• Email [email protected]
• Complete inquiry form
Advanced Segmentation (Goals)
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Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
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Segment: Social Media VisitsWhat content drives social traffic?
Rick Allen | Converge Consulting
Segment: Inquiry Form CompletionWhat is the top content for converting visitors?
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Segment: Inquiry Form CompletionWhat content engages and converts?
• May be applied to historical data
• Are available across all accounts and profiles
• Can be compared side-by-side in reports
• Are easier to create than a filtered profile
Advanced Segments Benefits
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Rick Allen | Converge Consulting
Custom reports
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Custom reports interface
• Visitor Analysis
• Assess leads across all streams of traffic
• Keyword Analysis
• Assess search terms that drive relevant traffic
Custom Reports
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Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Day-on-day custom reports
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Rick Allen | Converge Consulting
Day-on-day custom reports
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Rick Allen | Converge Consulting
Day-on-day custom reports
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Rick Allen | Converge Consulting
Day-on-day custom reports
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Rick Allen | Converge Consulting
Visitor Acquisition
• Optimize for top sources and mediums driving inquiries
• Evaluate key sources and mediums with low inquiry form conversions
Visitor Acquisition: Actions
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Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Custom reports interface (#2)
Keyword analysis
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Rick Allen | Converge Consulting
• Identify high-performance keywords
• Focus on long-tail, non-brand keywords
• Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance
• Drill-down to assess keywords by source and medium
Keywords: Actions
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Rick Allen | Converge Consulting
Keyword analysis
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Rick Allen | Converge Consulting
Keyword analysis
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Rick Allen | Converge Consulting
Keyword analysis
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Rick Allen | Converge Consulting
Keyword analysis
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Rick Allen | Converge Consulting