www.nb2bc.co.uk google analytics 17 th january 2008
TRANSCRIPT
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Google AnalyticsGoogle Analytics1717thth January 2008 January 2008
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IntroductionIntroductionJames PenningtonJames PenningtonLead Business ConsultantLead Business Consultant
© 2007 NB2BC
AgendaAgenda
9.30 - 9.40
Introduction to the B2B Centre James Pennington
9.40 - 10.30
Importance of Web Statistics James Pennington
10.30 - 11.00
Google Webmaster Mark Bonnett
11.00 - 11.30
Break - Refreshments & Networking
11.30 - 12.30
Understanding Google Analytics James Pennington
12.30 - 12.45
Questions
1.00 - 2.30
Lunch & Demonstrations Advice Centre
© 2007 NB2BC
By lunchtime today you will….By lunchtime today you will….
Understand the need to create goals for website analyticsHave heard of a number of solutions for tracking website trafficSeen Google Analytics and know some of the main featuresBeen shown real statistics of small companies who have taken on-board SEO and Analytics
© 2007 NB2BC
Introduction to the B2B CentreIntroduction to the B2B Centre
We are here to…
“Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet”
• Identify technologies relevant to growing businesses
• Enable businesses to adopt these technologies
• Primary focus is within the West Midlands
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Importance of Web Importance of Web StatisticsStatisticsJames PenningtonJames PenningtonLead IT ConsultantLead IT Consultant
© 2007 NB2BC
Which stats/analytics packagesWhich stats/analytics packages
Web Stats Packages
• Webalizer
• AWStats
Analytics Packages
• Google Analytics - FREE
• Urchin Stats - approx. £1700
• Omniture
• Clicktracks - from £120 a month (hosted) / £500 std alone
© 2007 NB2BC
Web statisticsWeb statistics
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
© 2007 NB2BC
Key TermsKey Terms
Pages / hits
• Number of access to the site
Bounce Rate
• People access 1 page and leave
• What is a good bounce rate
Exit / Entrance
• Where people enter and leave the site
Referrers
• Sites that link to you and send traffic
Direct traffic
• url typed in to the browser
Landing Pages
• The page a person has landed on when accessing the site
© 2007 NB2BC
What can we trackWhat can we track
Number of visits
Pages Accessed
Pages Left From
Search Phrases Used
Search Engine Volume
Number of hits
Where People Come From
Time of Day
Type of Browser
Number of Colours
Screen Resolution
PPC Campaigns
Route through Site
Page Effectiveness
Defined Actions
New / Returning
Visitor Loyalty
Visitor Latency
Time on Site
Pages viewed / visit
© 2007 NB2BC
Why track statisticsWhy track statistics
To make changes to the site
Identify weak content
Select keywords that work
Promote content
Improve landing pages
Identify good site links
© 2007 NB2BC
ActionsActions
Should be for a reason
• What changes will you make to the site
• Improve prominence of content
• Optimise pages for keywords
• Create product / service landing pages
• Use CPC to drive traffic
© 2007 NB2BC
Create GoalsCreate Goals
Structured set of actions
• Identify touch points
• Highlight leaving points
• Measure Conversions
Ensure you set clear attainable goals that can be
measured easily
© 2007 NB2BC
SegmentationSegmentation
What keywords work
• Analyse the pages visitors land on
What referrers convert
• Use goals to identify good referrals
Which content looses clients
• Is due to location
© 2007 NB2BC
Analytics - The Captain Kirk WayAnalytics - The Captain Kirk Way
Illustration originally provided by Matt Bailey - Sitelogic
© 2007 NB2BC
The Red Shirt PhenomenonThe Red Shirt Phenomenon
you’re gonna die.
if you are wearing a red shirt and beam to the planet
with Captain Kirk
© 2007 NB2BC
The basic statsThe basic stats
430 crew members
80 episodes (over a five year period)
59 crew members died
conversion rate: 13.7%
© 2007 NB2BC
The Basic StatsThe Basic Stats
Exactly how many die.• Yellow-shirt crewperson deaths: 6 (10%)
• Blue-Shirt crewperson deaths: 5 (8 %)
• Engineering smock crewperson deaths: 4 (7%)
• Red-Shirt crewperson deaths: 43 (73%)
Safely state
• Red shirted people die more often
© 2007 NB2BC
In-depth AnalysisIn-depth Analysis
What causes them to die
• On-Board incident (42.5%)
• Beaming down to planet (57.5%)
Lots of fights
• 130 fights
• 18 resulted in a fatality (14%)
• 13 of the 18 involved a red-shirt fatality (73%)
Red-Shirts died usually in Groups
© 2007 NB2BC
How to surviveHow to survive
Don’t wear a red shirt
Don’t fight
Don’t beam to the planet with Captain Kirk
However
© 2007 NB2BC
The Captains influenceThe Captains influence
Survival Rate increase when
• Captain Kirk “makes contact” with a female whether
human or alien
• Survival Rate increases to 84%
• In 24 relationships only 3 red-shirts die.
© 2007 NB2BC
The Captains InfluenceThe Captains Influence
Survival Rate decrease when
• Captain Kirk “makes contact” but then starts a fight
• 75% die
© 2007 NB2BC
ConclusionConclusion
Improve survival of red-shirted crew members
Explore only peaceful, female-only planets
© 2007 NB2BC
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Google WebmastersGoogle WebmastersMark BonnettMark BonnettIT ConsultantIT Consultant
© 2007 NB2BC
Google WebmastersGoogle Webmasters
Statistics, diagnostics and management of
Google's indexing of your website
http://www.google.com/webmasters/
© 2007 NB2BC
Google WebmastersGoogle Webmasters
FREE!
But need a Google Account to use Webmasters• https://www.google.com/accounts/NewAccount
Support• http://www.google.com/support/webmasters/
• https://www.google.com/webmasters/tools/docs/en/about.html
• Google Groups - Webmasters
• Web/SEO company if you’re not a geek!
© 2007 NB2BC
Google WebmastersGoogle Webmasters
Site verification is needed
• Upload a blank HTML file with a name specified by Google
• google5434d58cdc3cee1e8.html
OR
Add meta tag to your site's home page
• <meta name="verify-v1” content="dWb342k4nx+Q/gFloCQ=" />
© 2007 NB2BC
Google Webmasters - sitemapsGoogle Webmasters - sitemaps
A sitemap is an XML file that lists URLs for a site, along
with additional information about each URL.
Sitemaps give Google and other search engines important
information about your website.
© 2007 NB2BC
Google Webmasters - sitemapsGoogle Webmasters - sitemaps
This is not a sitemap!
© 2007 NB2BC
Google Webmasters - sitemapsGoogle Webmasters - sitemaps
Sitemaps are helpful if:
Your site has dynamic content.
Your site has pages that aren't easily discovered by Google - e.g. pages featuring lots of AJAX or Flash.
Your site is new and has few links to it.
Your site has a large archive of content pages that are not well linked to each other, or are not linked at all.
It will help your site get indexed quicker and you can use it to tell Google about new pages.
© 2007 NB2BC
Google Webmasters - sitemapsGoogle Webmasters - sitemaps
Issues
Need to be technical to:
• write a xml compliant site map with correct parameters
• set up Google’s sitemap generator or use 3rd party generators
Won’t solve your indexing issues with Google
No clear timetable or roadmap for new features
© 2007 NB2BC
Google Webmasters - sitemapsGoogle Webmasters - sitemaps
1. Generate your sitemap xml file2. Upload it to your website 3. Tell Google where it is on your sever in
Webmasters4. Google will then download it and up date its
records for the next time it visits your site.
http://www.sitemaps.org/https://www.google.com/webmasters/tools/docs/en/about.html
© 2007 NB2BC
Google WebmastersGoogle Webmasters
Google Webmasters
• http://www.google.com/webmasters/
• https://www.google.com/accounts/NewAccount
Microsoft’s SEO Tools
• http://webmaster.live.com
Yahoo! Site Explorer
• https://siteexplorer.search.yahoo.com
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Coffee / NetworkingCoffee / Networking
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Understanding Google Understanding Google Analytics Analytics James PenningtonJames PenningtonLead IT ConsultantLead IT Consultant
© 2007 NB2BC
Client A - Visits / PageviewsClient A - Visits / Pageviews
0
2000
4000
6000
8000
10000
12000
Visits
Pageviews
© 2007 NB2BC
Client A - Traffic SourcesClient A - Traffic Sources
0
10
20
30
40
50
60
70
80
90
100
Search
Direct
Refferal
© 2007 NB2BC
Client A - Website Traffic Client A - Website Traffic
0
10
20
30
40
50
60
70
80
Google CPC
Direct
© 2007 NB2BC
Client A - Conversion RatesClient A - Conversion Rates
0 5 10 15 20 25
Direct
CPC
Organic
Referral
December
November
October
© 2007 NB2BC
Client A - RevenueClient A - Revenue
Total
0
1000
2000
3000
4000
5000
6000
October November December
Total
© 2007 NB2BC
What’s new in AnalyticsWhat’s new in Analytics
Internal Site Search
Link Tracking
Event Tracking
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QuestionsQuestionsJames Pennington & Mark BonnettJames Pennington & Mark Bonnett
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What NextWhat NextJames PenningtonJames Pennington
© 2007 NB2BC
What NextWhat Next
Feedback Forms
Badges
Visit the e-Advice Centre
• Google Webmasters
• Google Analytics
E-Marketing: Exploiting your Web Presence –
book today at www.nb2bc.co.uk/book_event
© 2007 NB2BC
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