wcr google analytics workshop - october 2014

SEO has moved on, have YOU?Charles Ryder | 9th September 14

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Workshop Tuesday 14 October 2014

Presenters: Charles Ryder & Jamie Press

SEO Workshop 2014

• You can make informed choices about your marketing and website success and identify areas for improvement.

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Why do we need Google Analytics?

GA Workshop 2014 - Introduction

SEO Workshop 2014

1. Review your website traffic sources2. Segment your data3. Practical techniques to improve usability of

your site4. Use statistical data to improve your

Internet marketing strategies5. Analyse website performance to improve

conversion rates6. Interpret data to benefit your business

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Learning Outcomes


SEO Workshop 2014

• Report Fundamentals• Standard Reports

– Audience– Acquisition– Behaviour– Conversions (Goals)

• Customisation - My Stuff

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Workshop Content Overview


SEO Workshop 2014

Sessions - How many times a user is actively engaged with your website. E.g. one user can account for various sessions, if they keep returning during that period.Users - The unique total of your users. Previously referred to as ‘unique visitors’Page Views – total number of pages viewedPages / Session – how many pages are viewed per sessionAvg. Session Duration - the average time a user spent per session on your website.Bounce rate - the % of users that enter your website without visiting another page% New Sessions – an estimate of the percentage of first time visitors to your website

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Learning the Lingo


SEO Workshop 2014

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Measurement Plan


SEO Workshop 2014

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Report Fundamentals

GA Workshop 2014 – Reporting Fundamentals

https://www.youtube.com/watch?v=xyh8iG5mRIs

SEO Workshop 2014

“The goal of analytics is to collect raw data and organise it into something

actionable, something that has importance and meaning to us as

people.”

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Fundamental 1 – The Goal


SEO Workshop 2014

• Compare Data to Previous Month or Previous Year• How are we doing compared to ‘X’ period?

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Fundamental 2 – First Select an Appropriate Period


SEO Workshop 2014

• Remember to factor in Seasonality when comparing data between periods

• Google Trends can help

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Fundamental 3 – Consider Seasonal Demand


SEO Workshop 2014

Key Metrics– Acquisition (new vs. returning visitors)– Behaviour (how engaged are they?)– Conversions (did any visitors become customers?)

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Fundamental 3 – Dimensions & Metrics


SEO Workshop 2014

• Inline Filter

• Advanced Filter

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Fundamental 4 – Use Filters


SEO Workshop 2014

• Make Annotations– Website changes/launches– All Marketing efforts

• TV commercials• Radio spots• Print ad publications

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Fundamental 5


SEO Workshop 2014

• Segmentation using Primary & Secondary Dimensions

• Combination of Primary and Secondary Dimensions

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Fundamental 6 – Dimension Segmentation


SEO Workshop 2014

• Where you see Add a Segment, select an existing one or create a custom one

• Advanced Segments– For example, analyse traffic

by Traffic Sources– Or analyse traffic by

Location– What examples can you

think of?

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Fundamental 7 – Add a Segment


SEO Workshop 2014

Example Segment by LocationNSW = highest population, but is second lowest traffic

source

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Fundamental 7 – Add Another Segment


SEO Workshop 2014

Is competition in NSW higher than other states?

Can we run a NSW only promotion to build our brand in this state?

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Fundamental 7 Continued


SEO Workshop 2014

• View 6 Data Formats

– Data– Percentage– Performance– Comparison– Term Cloud– Pivot

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Fundamental 8 – Select the Best Data Format


SEO Workshop 2014

• Always remember to click on the Help link in the Top Right section for more helpful videos information.

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Fundamental 9 – Call for Help!


SEO Workshop 2014


–Audience–Acquisition–Behaviour–Conversions (Goals)


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Workshop Content Overview

GA Workshop 2014 – Standard Reports

SEO Workshop 2014

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Standard Reports – Main Menu

Who

Where

What

Goals


SEO Workshop 2014


– Audience – Acquisition– Behaviour– Goals


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Standard Reports – Content Overview


SEO Workshop 2014

• Audience - Overview– Starting point to begin analysis

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Standard Reports - Audience (Who)


SEO Workshop 2014

• Visitor Type (New Vs Returning)

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SEO Workshop 2014

• Visitor Type (New Vs Returning)• Measure value of returning customers vs. new customers

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SEO Workshop 2014

• Visitor Behaviour– Engagement Duration

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SEO Workshop 2014

• Mobile > Overview• 43% growth between now and 2017 (Visual

Networking Index 2012).

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SEO Workshop 2014

• Is your site mobile device friendly?• Very poor engagement on mobile (16 secs per

session)

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Is Audience (Who)


SEO Workshop 2014

• Perfect case for a mobile friendly site design

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Audience (Who) - Consider a responsive design


SEO Workshop 2014

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Acquisition (Where) - Roadmap


SEO Workshop 2014

• Main Areas of focus– Channels– All Referrals– Campaigns– Keywords

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Acquisition (Where)


SEO Workshop 2014

• Channels– Formerly called

‘Traffic Sources – All’

– Overview of data across all traffic sources

– First point of call

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Acquisition (Where)


SEO Workshop 2014

• All Referrals– Access this area to track any websites sending significant

traffic e.g. Whirlpool forums

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Acquisition (Where)


SEO Workshop 2014

• Keep an eye on referral sources that are bringing in conversions. They might be from:

• Forums• Referrals from a guest post on a certain

site • Social accounts• Niche directories

– Make a note of the sources that have worked in the past and work to get more active in those areas – possibly setting up a regular contribution spot on a blog that has referred a conversion or working on a forum marketing strategy.

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Acquisition - Referrals –Hot Tip


SEO Workshop 2014

• Keywords > Organic – Displays keywords that are driving organic traffic to the site

(less insightful these days)– Large increase in (not provided) keywords

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Acquisition (Where)


SEO Workshop 2014

• Solution to Google (not provided) challenge– Analysing

performance via the number of organic visits to landing pages

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Acquisition (Where)


SEO Workshop 2014

• Campaigns– Track all traffic

tagged with campaign IDs

– Analyse all AdWords Campaigns (PPC & Display)

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Acquisition (Where)


SEO Workshop 2014

• Campaign Tags– Track all traffic

tagged with campaign IDs

– Use Google’s URL Builder at https://support.google.com/analytics/answer/1033867?hl=en

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Acquisition (Where) - Tagging


https://support.google.com/analytics/answer/1033867?hl=en

SEO Workshop 2014

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Behaviour (What) - Content


SEO Workshop 2014

Poor performing landing pages cancost you money

We need to find them and fix them

Behaviour - Are You Leaving Money on the table?


SEO Workshop 2014

Behaviour - Money on the table – Landing Pages


SEO Workshop 2014

Behaviour - 3 big problems with this blog post


SEO Workshop 2014

Behaviour - What’s an Ideal Bounce Rate?

People often ask “what is an ideal session duration for my website?”

There isn’t a one size fits all answer. It varies depending on your industry, target market,

and websites purpose.


SEO Workshop 2014

Both Bounce Rate and Avg. Session Duration can be fixed by making content more engaging to target audience

E.g. better focused content, adding images & video etc.

Behaviour - Money on the table – Engaging Content


SEO Workshop 2014

• Site Content - All Pages– Toggle Primary

Dimension to view as Page Title

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Behaviour (What) – All Pages


SEO Workshop 2014

– Measure Drop Offs (Conversion Pages, New Pages)

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Behaviour (What) – Behaviour Flow


SEO Workshop 2014

• Site Speed > Page Timings– Page Speed = important for conversion & SEO

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Behaviour (What) – Site Speed


SEO Workshop 2014

Behaviour - Site Speed – The Clock is Ticking


SEO Workshop 2014

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Behaviour - Site Speed - Abandonment

25% of your customers will leave your site after waiting just 4 seconds


SEO Workshop 2014

Behaviour - Site Speed - Overview


SEO Workshop 2014

Behaviour - Site Speed – Page Timings

We see one page is the real culprit here.


SEO Workshop 2014

Behaviour - Site Speed - Insights


SEO Workshop 2014

• “Not using goals is a crime against humanity” Google Analyst

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Conversions (Goals)


SEO Workshop 2014

• Attract Traffic– Where are they dropping off?

• Make them take the next step– Fill out Form– Download a PDF– Sign up for a competition– Make a Sale

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Conversions - What are your goals?


SEO Workshop 2014

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Conversions (Goals) - Overview


SEO Workshop 2014

• Configuring Goals • To create a simple conversion goal (visits to a landing page)

access the Goals area via Admin at top right of the page

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Conversions (Goals) - Admin


SEO Workshop 2014

• Click ‘NEW GOAL’

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Conversions (Goals) – Create a Goal


SEO Workshop 2014

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Conversions (Goals) – Add a Description


SEO Workshop 2014

• Fill in destination URL (page you want to track)

• Leave all optional fields alone

• Verify goal• Create goal

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Conversions (Goals) – Add Goal Detail


SEO Workshop 2014

Are people completing goals?This client wanted to boost conversion rate

39% of people at the View Cart stage actually went on to Checkout

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Conversions (Goals) - Analyse


SEO Workshop 2014

We added eWay, PayPal and major credit card logos to View Cart page

These are strong trust elements

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Conversions (Goals) – Take Action


SEO Workshop 2014

As a result we saw a 7% boost in conversion rate from View Cart page

to Checkout

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Conversions (Goals) – Action Result


SEO Workshop 2014

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Conversions – WCR Hot Tip

Goal Completions & Conversion Rate can be improved by ensuring we have astrong call to action in the copy.

e.g. Sign up to our newsletter or contact us for a free quote etc.


SEO Workshop 2014

Happy Client

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Conversions (Goals) - Success


SEO Workshop 2014

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Customisation - Dashboards

GA Workshop 2014 – Customisation

SEO Workshop 2014

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Customisation - Shortcuts


SEO Workshop 2014

• Custom Channels– Consider your

Measurement Plan – Refer YouTube

Videos and search for custom channels.

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Customisation - Channels


SEO Workshop 2014

• Custom Segments– Consider your

Measurement Plan – Refer YouTube

Videos and search for custom segments. E.G

– http://www.youtube.com/watch?v=fSUNFs63Tuw

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Customisation - Segments


https://www.youtube.com/watch?v=fSUNFs63Tuw

SEO Workshop 2014

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Customisation – GA Solutions Gallery


SEO Workshop 2014

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Other - Real-Time Reporting


SEO Workshop 2014

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Other – Intelligence Events


SEO Workshop 2014

– Explored Fundamentals of Google Analytics

– Looked at the standard reporting– Show how we might customise or

segment your data– Analysed traffic sources & gained

insights– Learned to form actionable insights to

improve website performance & business bottom-line

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Summary

SummaryGA Workshop 2014

SEO Workshop 2014

• Any last questions?• Has this workshop been helpful?• Has this workshop met your expectations?

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Thank You!

GA Workshop 2014

wcr google analytics workshop - october 2014

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