Delivered by redpandas.com.au, this presentation was presented to over 40 marketers, business owners & start-ups on the 24th May 2016 at the Aeona Business Centre.
According to data supported by BuiltWith, less than 10% of all websites have Google Analytics, fewer still actually know how to interpret the powerful yet overwhelming data available to them.
In this presentation, I went over an approach that asked key questions first then demonstrated how to find the answers in analytics - as opposed to what most people do: jump into the data in the hopes of finding something that sticks out.
We looked at:
• Setting up Google Analytics to report on your actual commercial goals and objectives.
• An assortment of ‘secret’ tools used by digital agencies you can use yourself
• A key difference of this masterclass is using Google analytics to answer questions (as opposed to using data retrospectively to make sense of it).
Answering questions such as:
• What are the characteristics of people who visit my site?
• How does my site compare to other sites in my specific industry?
• Is there data in analytics that will help me with content for social media?
• Where is my traffic coming from?
• What sources are engaged and what sources are converting?
• What pages do I need to work on according to the data?
5. Not a single thing on this page helps me make good decisions.
6. - Data can’t be trusted.
- Decisions fall back to intuition.
- Opinion falls back to ‘Highest Paid person’s opinion’
- We sell our own efforts short
Vanity Metrics are dangerous because..
10. Examples where you can use annotations:
• All online/offline marketing campaigns.
• Key dates & holidays e.g. Valentines, Mothers Day etc
• Major website changes e.g. new profile, new website,
new goals
• New AdWords campaign
Use Annotations to Provide Context
17. Common Micro Conversions
- Subscribe to Newsletter
- Social media share
- eBook download
- Used online tool
- Add product to cart
- Store locator
- Reading product review
- Watching video
- Live chat
- Reading reviews
18. Types of goals
In most cases you will be setting up Page-based goals.
Goals will only show data from the date you create them.
20. Setting Up Goals: Step-by-Step
Step 1. Define Goals in terms of Macro & Micro conversions.
As an exercise, for every 1 macro conversion, define 1 micro
conversion
Consider writing/typing these out including the possible URL’s in the journey
beforehand. Include: 1. Macro/Micro 2. Steps 3. URL 4. Lead Value
21.
22. Step 2. Create a Goal in Analytics
Admin > Goals > New Goal
Setting Up Goals: Step-by-Step
27. Audience: Demographics
Does our website attract our targeted persona’s?
Who is the ‘person’ who visits us?
Well, from the Demographics report alone, for online retailer, I know:
o Our website resonates most with the 25-34 female demographic who visit the
most and spend the most.
o Older females visits more pages & generally spend more time on the website.
The 45-54 segment also has the highest conversion rate @ 1.86%
o Although the second highest visitors age bracket, 18-24 spend less than
woman aged 35-45
o The 35-44 segment, although visiting the site less than 18-24 year olds,
spent $8K in the last month.
We know older women do their research, will research if there is information
available and have good conversion rates.
Is our digital strategy targeting this demographic adequately? Do we need a
new line?
29. Insight: 35-44 second biggest spenders,45-54 highest
converting bracket, high pages/visit for certain segments
Audience: Demographics
30. Insight: Men have the highest conversion rate
Audience: Demographics
31. Is there any behavioural data I can utilise for Social
Media, Content Marketing & Social Media Advertising?
Note: Good for ideas but limited accuracy. Ideal for exploratory research.
Audience: Demographics
32. Where can I find data pertaining to locations where I actually service?
Customise the Geographic report to identify:
o A clean bounce rate
o Acquisition, Behavioural & Conversion data by city
Audience: Location Data
33. What is my mobile vs desktop vs tablet breakdown and how engaged
are user from each device? Are they completing macro/micro goals?
Be sure to edit and change the goal definition to check both macro and
micro goal completions.
Audience: Mobile Users
34. Plot rows: plot mobile vs non-traffic
Mobile didn’t contribute significantly to increases/decreases
in traffic.
Audience: Mobile Users
39. Source vs Medium
What’s the difference?
Source: Where is the message
being seen or displayed?
For example ‘I see it on Google’
Medium: How is the message
communicated? Organic? Was it
paid for?
41. What is the medium contribution to traffic?
Different views i.e. Pie, bar although useful, can be
further expanded on
Acquisition: All Traffic
42. What is the medium contribution to conversions?
Acquisition: All Traffic
43. Acquisition: Source/Medium bounce?
By comparing visits to bounce rate and selecting the ‘comparison
view’ we get a measure of bounce rate vs site average.
45. Behaviour: All Pages
All Pages shows you all the different page people are engaging with. This
is the ideal report to place context around for each metric for instance the
bounce rate.
Where are visitors going to on my website and what are they doing
there?
46. What are the entry and exit paths visitors are taking to key pages?
Behaviour: Navigation Summary
56. 2. Report Garden - Analytics
High level stats, editable regions in pdf to add your own comments.
57. 2. Report Garden - Analytics
Out of the box reports for:
o Sessions
o Page Views
o Organic Sessions
o Sessions from Mediums
o Traffic sources
o Devices
o City (by default)
o Landing Page Stats
o Search Queries
o Campaigns
58. 3. Qwill Engage
Google Analytics tool that will write
you an English language report on
your insights.
Top level, editable. Goes beyond
stats, takes you to the insights level.
Huge time saver! Free version
available. Starts from $20/month
59. 3. Qwill Engage
“Overall sessions increased by
13% month-over-month to
4,460. That's more than your
12-month monthly average of
4,061 sessions.
Referrals and direct traffic both
drove the increase in traffic,
rising 17% and 9%,
respectively
.
61. Ask questions 1st then get data to answer
Review your goals regularly (weekly or monthly). Review goal
types quarterly (micro goals)
Does our site attract our targeted persona? Who is the ‘person’
Is their interest data I can use for Social, Content?
Mobile vs Desktop Visitors?
How are we doing compared to our industry?
Where is my traffic coming from? Is it engaged? Is it converting?
What are people doing once they get to my site? Thank you
pages?
What sources/mediums are converting for me?
Remember: Tools are not silver bullets, skills pay the bills!
62. Thank you, keep in touch!
RedPanda’s is a full service
digital marketing & consultancy
agency. We service SMBs (small-to-
medium businesses) to Large
businesses.
moby@redpandas.com.au
twitter: @MobySiddique
www.redpandas.com.au
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