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This Presentation Will Help You Set up Google Analytics Define goals for your website Better understand various reports Better interpret data

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Page 1: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Using Google Analytics To Improve Your Website

Hidden Tech: March 31, 2010

gravity switchNice people. Award-winning process. Websites done right.

Page 2: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Overview

01. Introductions

02. Why Google Analytics?

03. Website Goals

04. Reports

05. Tips & Tricks

06. Applying What You Learned

Page 3: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Who I Am / What I Do

Derek Allard [email protected]

Website designer / programmer

Constant website improvement

Maximize value of website

Return On Investment (ROI)

Page 4: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Who Are You?

What do you want from this workshop?

Do you have a website?

Do you use Google Analytics?

What has your experience been?

Page 5: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

This Workshop Will Help You

Set up Google Analytics

Define goals for your website

Better understand various reports

Better interpret data

Page 6: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Workshop Materials

Presentation is posted at

http://www.gravityswitch.com/analyti

cs

Page 7: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Why Google Analytics?

Page 8: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Industry Standard

Why Google Analytics?

Page 9: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Industry Standard

Easy to Use

Why Google Analytics?

Page 10: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Industry Standard

Easy to Use

Why Google Analytics?

Free

Page 11: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Google Analytics Can Help You

Page 12: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Google Analytics Can Help You

Think About Goals

Page 13: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Google Analytics Can Help You

Think About Goals

Track Results

Page 14: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Google Analytics Can Help You

Think About Goals

Track Results

Save Money on Marketing Campaigns

Page 15: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Google Analytics Can Help You

Think About Goals

Track Results

Save Money on Marketing Campaigns

Better Understand your Visitors

Page 16: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Setting Up &

Defining Goals

Setting Up &

Defining Goals

Page 17: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Setting Up Google Analytics

Sign up

Install code onto ALL pages of website

Page 18: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Goals Allow You to Monitor Your Website’s Success (or Failure)

Examples of Goal Pages:

- Sign up form

- Checkout thank you

- Download a report

- Request for quote form

- Viewing a critical page of your website

Page 19: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Setting Up Goals

Define goal type

Define goal funnel

“What do I want my visitors to do on my website?”

Page 20: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Focus On A Limited Number Of Goals

Limit yourself to high priority items

Website visitors have a limited attention span - keep them focused by keeping yourself focused

Page 21: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Overview Of Reports

Page 22: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Four Main Report Categories

Visitors - Geography and Time on Site

Traffic Sources - Where users come

from

Content - Page Popularity

Goals - What does this mean to your

biz?

Page 23: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Four Main Report Categories

Visitors - Geography and Time on Site

Traffic Sources - Where users come

from

Content - Page Popularity

Goals - What does this mean to your

biz?

Page 24: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Four Main Report Categories

Visitors - Geography and Time on Site

Traffic Sources - Where users come

from

Content - Page Popularity

Goals - What does this mean to your

biz?

Page 25: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Four Main Report Categories

Visitors - Geography and Time on Site

Traffic Sources - Where users come

from

Content - Page Popularity

Goals - What does this mean to your

biz?

Page 26: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Four Main Report Categories

Visitors - Geography and Time on Site

Traffic Sources - Where users come

from

Content - Page Popularity

Goals - What does this mean to your

biz?

Over 100 Reports

Page 27: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Visitors: Overview

Number of Visits and Pageviews

Bounce Rate

Average Time on Site

Percent of New Visits

Browser / Connection Speed

Page 28: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Visitors: Map Overlay

Page 29: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Visitors: Map Overlay

Page 30: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Visitors: Map Overlay

Page 31: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Visitors: Benchmarking

Take with a grain of salt

Useful for seeing averages

Set category for more accuracy

Page 32: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Traffic Sources: Overview

Direct Traffic (entering address in browser)

Referring Sites (link on another website)

Search Engines (Google, Yahoo, etc.)

Top Traffic Sources / Top Keywords

Page 33: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Traffic Sources: All Traffic Sources

Find your best traffic sources

Analyze visitor behavior from each

source

Page 34: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Traffic Sources: Campaigns

Google Adwords + Analytics = Happy

Email Marketing

Banner Ads

Page 35: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Content: Overview

Most popular pages

Number of pageviews

Entrance Paths

Page 36: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Content: Top Content

Average Time On Page

Exit Percentage

Bounce Rate Percentage

Page 37: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Content: Site Overlay

Very Visual

Works Great with Goals

Page 38: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Goals: Overview

Number of completed goals

Goal conversion rate

Page 39: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Goals: Reverse Goal Path

Find Patterns

Look Backwards from Goal Pages

Page 40: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Goals: Funnel Visualization

See where visitors fall off defined path

Improve flow to increase conversion

Page 41: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

Page 42: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Page 43: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Page 44: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Timeframe is adjustable

Page 45: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Timeframe is adjustable

Views buttons are your friend

Page 46: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Timeframe is adjustable

Views buttons are your friend

Filter data to focus on what’s important

Page 47: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Timeframe is adjustable

Views buttons are your friend

Filter data to focus on what’s important

Apply values to your goals

Page 48: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Tips And Tricks

All Links can be tagged

Reports can be automatically emailed

Timeframe is adjustable

Views buttons are your friend

Filter data to focus on what’s important

Apply values to your goals

See handout for more resources

Page 49: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

06. Applying What You Learn

Applying What You Learned

Page 50: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Takeaways

All websites have room for improvement - Google

Analytics will show the way

Set up goals to more accurately (and easily) track

successes and failures

Focus only on those reports that are relevant to

your website

Page 51: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Additional Resources

Google Analytics Website / Google URL Builder

Advanced Web Metrics with Google Analytics by

Brian Clifton

Web Design for ROI by Lance Loveday & Sandra

Niehaus

Page 52: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Ask me Questions

Ask Me Questions

Page 53: Using Google Analytics To Improve Your Business - Gravity Switch

gravity switchNice people. Award-winning process. Websites done right.

gravity switchNice people. Award-winning process. Websites done right.

Thank You!

Derek Allard

Gravity Switch

[email protected] | 586.9596

twitter.com/derekallard

facebook.com/gravityswitch

linkedin.com/in/derekallard