using google analytics to improve your business

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Sarah Worsham, Sazbean Consulting, LLC Using Google Analytics to Improve Your Business Sarah Worsham Sazbean Consulting

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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

so much data....

Sarah Worsham, Sazbean Consulting, LLC

understanding the metrics

Sarah Worsham, Sazbean Consulting, LLC

Sarah Worsham, Sazbean Consulting, LLC

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

#1 How many visitors are coming

to my site?

Audience Reports

Sarah Worsham, Sazbean Consulting, LLC

#2 Where did visitors come from?

Acquisition Reports

Sarah Worsham, Sazbean Consulting, LLC

Top Referrers

Sarah Worsham, Sazbean Consulting, LLC

Top Referrers – Landing Pages

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

Top Landing Pages

Sarah Worsham, Sazbean Consulting, LLC

Top Viewed Pages

Sarah Worsham, Sazbean Consulting, LLC

In-Page Analytics

Need Webmaster Tools connected

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

[email protected]