using google analytics to improve your business
TRANSCRIPT
Sarah Worsham, Sazbean Consulting, LLC
Using Google Analytics
to
Improve Your Business
Sarah Worsham
Sazbean Consulting
Sarah Worsham, Sazbean Consulting, LLC
a little about me...
Digital Strategist, Geek, Wife, Mother,
Computer Engineer, MBA
(in no particular order)
what that means...
I help companies & organizations use the
Internet to reach their business goals.
Sarah Worsham, Sazbean Consulting, LLC
hits – not very usefulMeasures how many files are loaded on a page (images, etc.)
Sarah Worsham, Sazbean Consulting, LLC
photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484
Bounce Rate
% of people who come to page and then leave the site without viewing
anything else
Sarah Worsham, Sazbean Consulting, LLC
photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484
Avg.
Session
Duration
Average time people spend
on the site/page
Sarah Worsham, Sazbean Consulting, LLC
Referrals Other sites that are sending
you traffic (quality indicator
for Google)
Sarah Worsham, Sazbean Consulting, LLC
photo by House of Sims @ Flickr CC - http://www.flickr.com/photos/houseofsims/3117592302/
ConversionsPeople who complete tasks/processes that
you want them to do (buying, reservations,
signing up for newsletter, downloading
brochures, etc.) Good measure of
marketing/advertising effectiveness.
Sarah Worsham, Sazbean Consulting, LLC
photo by Memotions @ Flickr CC - http://www.flickr.com/photos/memotions/259656126/
Simple
Analytical
Techniques
Sarah Worsham, Sazbean Consulting, LLC
4 Questions to Ask:
1. How many visitors are coming to my
website?
2. Where are visitors coming from?
3. What do I want visitors to do on my
website?
4. What are visitors actually doing?
Sarah Worsham, Sazbean Consulting, LLC
Search Queries
hiking
running
places to eat
places to visit
parks
kayaking
fishing
canoeing
free wifi
picnic spots
Need Webmaster Tools connected
Sarah Worsham, Sazbean Consulting, LLC
#3 What do I want
visitors to do
on my site?
photo by Joshua Tree National Park @ Flickr CC - https://flic.kr/p/kebXvT
Sarah Worsham, Sazbean Consulting, LLC
#4 What are visitors actually doing?
• Top Landing Pages
• Top Viewed Pages
• In-Page Analytics
Behavior Reports
Sarah Worsham, Sazbean Consulting, LLC
7 Simple Tactics
photo by Toby Fruge’ @ Flickr CC - https://flic.kr/p/cXLq61
Sarah Worsham, Sazbean Consulting, LLC
photo by freeparking @ Flickr CC - http://www.flickr.com/photos/freeparking/1557515544/
Identify Your HomeIdeally your website, but could also be a
Facebook page, etc. Consider having a
home that you own (website) vs. owned
by someone else (ex. Facebook)
Sarah Worsham, Sazbean Consulting, LLC
photo by inno’vision @ Flickr CC - http://www.flickr.com/photos/innovision/3563008885/
Contact
InfoDon’t make
people work to
find it – every
page on site.
Header &/or
footer work
well.
Sarah Worsham, Sazbean Consulting, LLC
photo by - luz - @ Flickr CC - http://www.flickr.com/photos/luzbonita/526776059/
Calls to Action Make it clear what
you want people to
do next.
Sarah Worsham, Sazbean Consulting, LLC
photo by ktylerconk @ Flickr CC - http://www.flickr.com/photos/ktylerconk/2163760529/
Fulfill Need
Solve Problem
Put yourself in customer’s
shoes – what info do they
need to consider purchase?
What related info might they
be interested in?
Sarah Worsham, Sazbean Consulting, LLC
photo by kalandrakas @ Flickr CC - http://www.flickr.com/photos/eelssej_/463902828/
Lead
Collection
Think about ways
to capture info
about potential
customers, as well
as permission to
continue to contact
them (ex. newsletter)
Sarah Worsham, Sazbean Consulting, LLC
photo by egmb757lover @ Flickr CC - http://www.flickr.com/photos/egm757lover/2120465227
Landing
Pages
Any page on your website could
be a landing page. Look to make
sure you’re taking opportunities
to direct people to next action
(Calls to Action) or collect their
info (Lead Generation). Measure
how well these efforts are working.
Sarah Worsham, Sazbean Consulting, LLC
photo by websuccessdiva @ Flickr CC -http://www.flickr.com/photos/mariareyesmcdavis/2890706354/
Enticing ContentWhat info do customers need to make a purchase? What related content might
they be interested in? Regularly updated content is a quality indicator for
Google & entices people to visit your site & share your content.
Sarah Worsham, Sazbean Consulting, LLC
7 Simple Tactics
1. Home Base
2. Contact Info
3. Calls to Action
4. Fulfill Need or Solve Problem
5. Lead Collection
6. Landing Pages
7. Enticing Content
Sarah Worsham, Sazbean Consulting, LLC
photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/
Any
Questions?
Sarah Worsham, Sazbean Consulting, LLC
Connect with me...
Sazbean.com
twitter.com/sazbean
Facebook.com/sazbean
LinkedIn: http://www.linkedin.com/in/sazbean