Presentation by Alan BOYDELL (Google Analytics Manager, Southern Europe) from etarget conference. www.etarget.ru

1. Alan BOYDELL , Google Analytics Manager, Southern Europe How to mesure and optimise your ROI using Web Analytics Analytics

10. What keywords are generating the most traffic? Highly precise keyword tracking Very graphic interface

11. Which keywords give you the best ROI (return on investment)? ROI per keyword Optimise your campaign based on post-clic info

12. Detailed Analysis – Go beyond the CTR to improve your ROI

13. Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

14. Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

15. Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

16. Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

17. Cross any two parameters for more detailed analysis Simple and powerful Advanced Cross-segmentation

18. Compare different sources of traffic for a same keyword Conversion rate per keyword per source Compensate your weakness in natural search using paid search

20. The conversion funnel Visitors Goal = visitors become customers Optimize your conversion process to maximize conversions Where do most visitors drop out? Viewing a product category page Viewing a product page Viewing the shopping cart Completing an order 1 2 3 4

21. Some examples of drop-out rates The drop-out at various stages should be progressive Where do most visitors drop out? [Benefit 3/Usage 3 Description] Add product to cart Payment page Confirmation page

22. The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 18,5% 59,6% 42,1% 37,4% 30,3% 95,4%

24. The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 2.23% Improved layout Improved layout Removed

25. Try it out for yourself! analytics.google.com Very simple installation Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords Integrated with AdWords Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web Sophisticated, yet easy to use Free Sign Up Sign Up for Google Analytics Install the Google Analytics tracking code on your site Configure site goals in Google Analytics View Reports Next Steps:

26. Try it our for yourself! analytics.google.com