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WCR Google Analytics Workshop - October 2014

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WCR Google Analytics Workshop - October 2014

  1. 1. SEO has moved on, have YOU? Workshop Charles Tuesday Ryder | 9th 14 September October 14 2014 Presenters: Charles Ryder & Jamie Press 1
  2. 2. SEO Workshop 2014 Why do we need Google Analytics? • You can make informed choices about your marketing and website success and identify areas for improvement. 2 GA Workshop 2014 - Introduction
  3. 3. SEO Workshop 2014 Learning Outcomes 1. Review your website traffic sources 2. Segment your data 3. Practical techniques to improve usability of your site 4. Use statistical data to improve your Internet marketing strategies 5. Analyse website performance to improve conversion rates 6. Interpret data to benefit your business 3 GA Workshop 2014 - Introduction
  4. 4. SEO Workshop 2014 Workshop Content Overview • Report Fundamentals • Standard Reports – Audience – Acquisition – Behaviour – Conversions (Goals) • Customisation - My Stuff 4 GA Workshop 2014 - Introduction
  5. 5. SEO Workshop 2014 Learning the Lingo 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 viewed Pages / Session – how many pages are viewed per session Avg. 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 5 GA Workshop 2014 - Introduction
  6. 6. SEO Workshop 2014 Measurement Plan 6 GA Workshop 2014 - Introduction
  7. 7. SEO Workshop 2014 Report Fundamentals 7 GA Workshop 2014 – Reporting Fundamentals
  8. 8. SEO Workshop 2014 Fundamental 1 – The Goal “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.” 8 GA Workshop 2014 – Reporting Fundamentals
  9. 9. SEO Workshop 2014 Fundamental 2 – First Select an Appropriate Period • Compare Data to Previous Month or Previous Year • How are we doing compared to ‘X’ period? 9 GA Workshop 2014 – Reporting Fundamentals
  10. 10. SEO Workshop 2014 Fundamental 3 – Consider Seasonal Demand • Remember to factor in Seasonality when comparing data between periods • Google Trends can help 10 GA Workshop 2014 – Reporting Fundamentals
  11. 11. SEO Workshop 2014 Fundamental 3 – Dimensions & Metrics Key Metrics – Acquisition (new vs. returning visitors) – Behaviour (how engaged are they?) – Conversions (did any visitors become customers?) 11 GA Workshop 2014 – Reporting Fundamentals
  12. 12. SEO Workshop 2014 Fundamental 4 – Use Filters • Inline Filter • Advanced Filter 12 GA Workshop 2014 – Reporting Fundamentals
  13. 13. SEO Workshop 2014 Fundamental 5 • Make Annotations – Website changes/launches – All Marketing efforts • TV commercials • Radio spots • Print ad publications 13 GA Workshop 2014 – Reporting Fundamentals
  14. 14. SEO Workshop 2014 Fundamental 6 – Dimension Segmentation • Segmentation using Primary & Secondary Dimensions • Combination of Primary and Secondary Dimensions 14 GA Workshop 2014 – Reporting Fundamentals
  15. 15. SEO Workshop 2014 Fundamental 7 – Add a Segment • 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? 15 GA Workshop 2014 – Reporting Fundamentals
  16. 16. SEO Workshop 2014 Fundamental 7 – Add Another Segment Example Segment by Location NSW = highest population, but is second lowest traffic source 16 GA Workshop 2014 – Reporting Fundamentals
  17. 17. SEO Workshop 2014 Fundamental 7 Continued Is competition in NSW higher than other states? Can we run a NSW only promotion to build our brand in this state? 17 GA Workshop 2014 – Reporting Fundamentals
  18. 18. SEO Workshop 2014 Fundamental 8 – Select the Best Data Format • View 6 Data Formats – Data – Percentage – Performance – Comparison – Term Cloud – Pivot 18 GA Workshop 2014 – Reporting Fundamentals
  19. 19. SEO Workshop 2014 Fundamental 9 – Call for Help! • Always remember to click on the Help link in the Top Right section for more helpful videos information. 19 GA Workshop 2014 – Reporting Fundamentals
  20. 20. SEO Workshop 2014 Workshop Content Overview • Report Fundamentals • Standard Reports –Audience – Acquisition –Behaviour – Conversions (Goals) • Customisation - My Stuff 20 GA Workshop 2014 – Standard Reports
  21. 21. SEO Workshop 2014 Standard Reports – Main Menu 21 Who Where What Goals GA Workshop 2014 – Standard Reports
  22. 22. SEO Workshop 2014 Standard Reports – Content Overview • Report Fundamentals • Standard Reports – Audience – Acquisition – Behaviour – Goals • Customisation - My Stuff 22 GA Workshop 2014 – Standard Reports
  23. 23. SEO Workshop 2014 Standard Reports - Audience (Who) • Audience - Overview – Starting point to begin analysis 23 GA Workshop 2014 – Standard Reports
  24. 24. SEO Workshop 2014 Standard Reports - Audience (Who) • Visitor Type (New Vs Returning) 24 GA Workshop 2014 – Standard Reports
  25. 25. SEO Workshop 2014 Standard Reports - Audience (Who) • Visitor Type (New Vs Returning) • Measure value of returning customers vs. new customers 25 GA Workshop 2014 – Standard Reports
  26. 26. SEO Workshop 2014 Standard Reports - Audience (Who) • Visitor Behaviour – Engagement Duration 26 GA Workshop 2014 – Standard Reports
  27. 27. SEO Workshop 2014 Standard Reports - Audience (Who) • Mobile > Overview • 43% growth between now and 2017 (Visual Networking Index 2012). 27 GA Workshop 2014 – Standard Reports
  28. 28. SEO Workshop 2014 Is Audience (Who) • Is your site mobile device friendly? • Very poor engagement on mobile (16 secs per session) 28 GA Workshop 2014 – Standard Reports
  29. 29. SEO Workshop 2014 Audience (Who) - Consider a responsive design • Perfect case for a mobile friendly site design 29 GA Workshop 2014 – Standard Reports
  30. 30. SEO Workshop 2014 Acquisition (Where) - Roadmap 30 GA Workshop 2014 – Standard Reports
  31. 31. SEO Workshop 2014 Acquisition (Where) • Main Areas of focus – Channels – All Referrals – Campaigns – Keywords 31 GA Workshop 2014 – Standard Reports
  32. 32. SEO Workshop 2014 Acquisition (Where) • Channels – Formerly called ‘Traffic Sources – All’ – Overview of data across all traffic sources – First point of call 32 GA Workshop 2014 – Standard Reports
  33. 33. SEO Workshop 2014 Acquisition (Where) • All Referrals – Access this area to track any websites sending significant traffic e.g. Whirlpool forums 33 GA Workshop 2014 – Standard Reports
  34. 34. SEO Workshop 2014 Acquisition - Referrals –Hot Tip • 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. 34 GA Workshop 2014 – Standard Reports
  35. 35. SEO Workshop 2014 Acquisition (Where) • Keywords > Organic – Displays keywords that are driving organic traffic to the site (less insightful these days) – Large increase in (not provided) keywords 35 GA Workshop 2014 – Standard Reports
  36. 36. SEO Workshop 2014 Acquisition (Where) • Solution to Google (not provided) challenge – Analysing performance via the number of organic visits to landing pages 36 GA Workshop 2014 – Standard Reports
  37. 37. SEO Workshop 2014 Acquisition (Where) • Campaigns – Track all traffic tagged with campaign IDs – Analyse all AdWords Campaigns (PPC & Display) 37 GA Workshop 2014 – Standard Reports
  38. 38. SEO Workshop 2014 Acquisition (Where) - Tagging • Campaign Tags – Track all traffic tagged with campaign IDs – Use Google’s URL Builder at https://support.google .com/analytics/answer /1033867?hl=en 38 GA Workshop 2014 – Standard Reports
  39. 39. SEO Workshop 2014 Behaviour (What) - Content 39 GA Workshop 2014 – Standard Reports
  40. 40. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Are You Leaving Money on the table? Poor performing landing pages can cost you money We need to find them and fix them
  41. 41. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Money on the table – Landing Pages
  42. 42. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - 3 big problems with this blog post
  43. 43. SEO Workshop 2014 GA Workshop 2014 – Standard Reports 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.
  44. 44. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Money on the table – Engaging Content 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.
  45. 45. SEO Workshop 2014 Behaviour (What) – All Pages • Site Content - All Pages – Toggle Primary Dimension to view as Page Title 45 GA Workshop 2014 – Standard Reports
  46. 46. SEO Workshop 2014 Behaviour (What) – Behaviour Flow – Measure Drop Offs (Conversion Pages, New Pages) 46 GA Workshop 2014 – Standard Reports
  47. 47. SEO Workshop 2014 Behaviour (What) – Site Speed • Site Speed > Page Timings – Page Speed = important for conversion & SEO 47 GA Workshop 2014 – Standard Reports
  48. 48. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Site Speed – The Clock is Ticking
  49. 49. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Site Speed - Abandonment 49 25% of your customers will leave your site after waiting just 4 seconds
  50. 50. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Site Speed - Overview
  51. 51. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Site Speed – Page Timings We see one page is the real culprit here.
  52. 52. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Behaviour - Site Speed - Insights
  53. 53. SEO Workshop 2014 Conversions (Goals) • “Not using goals is a crime against humanity” Google Analyst 53 GA Workshop 2014 – Standard Reports
  54. 54. SEO Workshop 2014 Conversions - What are your goals? • 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 54 GA Workshop 2014 – Standard Reports
  55. 55. SEO Workshop 2014 Conversions (Goals) - Overview 55 GA Workshop 2014 – Standard Reports
  56. 56. SEO Workshop 2014 Conversions (Goals) - Admin • 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 56 GA Workshop 2014 – Standard Reports
  57. 57. SEO Workshop 2014 Conversions (Goals) – Create a Goal • Click ‘NEW GOAL’ 57 GA Workshop 2014 – Standard Reports
  58. 58. SEO Workshop 2014 Conversions (Goals) – Add a Description 58 GA Workshop 2014 – Standard Reports
  59. 59. SEO Workshop 2014 Conversions (Goals) – Add Goal Detail • Fill in destination URL (page you want to track) • Leave all optional fields alone • Verify goal • Create goal 59 GA Workshop 2014 – Standard Reports
  60. 60. SEO Workshop 2014 Conversions (Goals) - Analyse Are people completing goals? This client wanted to boost conversion rate 39% of people at the View Cart stage actually went on to Checkout 60 GA Workshop 2014 – Standard Reports
  61. 61. SEO Workshop 2014 Conversions (Goals) – Take Action We added eWay, PayPal and major credit card logos to View Cart page These are strong trust elements 61 GA Workshop 2014 – Standard Reports
  62. 62. SEO Workshop 2014 Conversions (Goals) – Action Result As a result we saw a 7% boost in conversion rate from View Cart page to Checkout 62 GA Workshop 2014 – Standard Reports
  63. 63. SEO Workshop 2014 GA Workshop 2014 – Standard Reports Conversions – WCR Hot Tip 63 Goal Completions & Conversion Rate can be improved by ensuring we have a strong call to action in the copy. e.g. Sign up to our newsletter or contact us for a free quote etc.
  64. 64. SEO Workshop 2014 Conversions (Goals) - Success Happy Client 64 GA Workshop 2014 – Standard Reports
  65. 65. SEO Workshop 2014 Customisation - Dashboards 65 GA Workshop 2014 – Customisation
  66. 66. SEO Workshop 2014 Customisation - Shortcuts 66 GA Workshop 2014 – Customisation
  67. 67. SEO Workshop 2014 Customisation - Channels • Custom Channels – Consider your Measurement Plan – Refer YouTube Videos and search for custom channels. 67 GA Workshop 2014 – Customisation
  68. 68. SEO Workshop 2014 Customisation - Segments • Custom Segments – Consider your Measurement Plan – Refer YouTube Videos and search for custom segments. E.G – http://www.youtube.c om/watch?v=fSUNF s63Tuw 68 GA Workshop 2014 – Customisation
  69. 69. SEO Workshop 2014 Customisation – GA Solutions Gallery 69 GA Workshop 2014 – Customisation
  70. 70. SEO Workshop 2014 Other - Real-Time Reporting 70 GA Workshop 2014 – Customisation
  71. 71. SEO Workshop 2014 Other – Intelligence Events 71 GA Workshop 2014 – Customisation
  72. 72. SEO Workshop 2014 Summary – 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 72 GA WSourmksmhaorpy 2014
  73. 73. SEO Workshop 2014 Thank You! • Any last questions? • Has this workshop been helpful? • Has this workshop met your expectations? 73 GA Workshop 2014

Hinweis der Redaktion

  • WCR is an online marketing agency, not a training organisation. The last time we did a GA course was more than 2 years ago. In this time, much has changed in GA. We are offering this course because we wish to contribute to … So, we are interested in your feedback at the end of this workshop. Also, during each slide, feel free to ask questions and participate in any discussion.
  • By the end of today we hope that you will be able to do the following
  • By the end of today we hope that you will be able to do the following
  • Report Fundamentals will form the basic knowledge including common terms and functions used throughout the training
  • Report Fundamentals will form the basic knowledge including common terms and functions used throughout the training
  • Before we go onto GA Report Fundamentals, I assume you all have a Measurement Plan ;-).
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Annotation taking should be adopted company wide, across all marketing, web design, IT, whoever is directly/indirect impacting on the website.
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Copyright White Chalk Road Pty Ltd
  • Insight, when you have a surge in new visits, you may notice increases in bounce rate or drops in conversion (site familiarity).
  • Insight, when you have a surge in new visits, you may notice increases in bounce rate or drops in conversion (site familiarity).
  • We can also find out what time of the day they are visiting the site the most. Helpful when launching time sensitive campaigns, maximising performance.
  • Why is mobile traffic gaining traction?
    Lifestyle (want it now, whenever, wherever)
    Faster mobile internet speeds
    -Mobile phones able to handle rich content – replicate desktop experience, on a smaller screen

    Hence why Snap underwent the Mobile transformation, making the site responsive last year.

    http://www.computerworld.com.au/article/455603/aussie_mobile_data_traffic_increase_sixfold

    There are four drivers for data consumption growth across the networks. There are more users, more devices per user, faster network speeds and more media rich content.
  • Why is mobile traffic gaining traction?
    Lifestyle (want it now, whenever, wherever)
    Faster mobile internet speeds
    -Mobile phones able to handle rich content – replicate desktop experience, on a smaller screen

    Hence why Snap underwent the Mobile transformation, making the site responsive last year.

    http://www.computerworld.com.au/article/455603/aussie_mobile_data_traffic_increase_sixfold

    There are four drivers for data consumption growth across the networks. There are more users, more devices per user, faster network speeds and more media rich content.
  • Will be going through the main areas although no slides on Social & SEO section.
  • There are other sections that are very interesting (Social, SEO) but for purpose of today’s training we won’t be going through it, although you are encouraged to do so when you get some free time/over the weekend.
  • (Direct, Referral, Organic Search, Paid Search, Others
  • You can also track traffic from listings on sites, such as franchise association websites
  • You can also track traffic from listings on sites, such as franchise association websites
  • Talk briefly about the Google Not Provided keywords (as it leads on to the next page)
  • Although Adwords does auto tagging, you can create your own tags via the URL builder to track an ad hoc campaign e.g. Through a different website. If you want more information I can provide it to you after this training session.
  • Although Adwords does auto tagging, you can create your own tags via the URL builder to track an ad hoc campaign e.g. Through a different website. If you want more information I can provide it to you after this training session.
  • Behaviour Flow can help one to measure the conversion performance at the page level (not the element level).

    There are several ways that this can be used. E.g., on a contact us page, if you have a high dropoff rate this may be a good indication (they found what they want). However if there was a high drop out rate on a key landing page e.g. Franchise homepage, then this may be an area for improvement.
  • Improving page speed has dual benefit, SEO & Conversion.

    The faster the page speed = better conversion.

    From an SEO point of view, you improve page speed by looking into the Speed Suggestions area
  • Your ecommerce store may load in 1 second with only 1 visitors, but due to a cheap server hardware/environment, or an improperly coded website, that 1 second could bloat to 15 seconds with 20 visitors.
  • Your ecommerce store may load in 1 second with only 1 visitors, but due to a cheap server hardware/environment, or an improperly coded website, that 1 second could bloat to 15 seconds with 20 visitors.
  • Example of Quick Wins for Site Speed
    Caching: Turn it on and optimize in relation to your server environment and website. It is on Google’s pagespeed best practices
    Image optimization: The images that I have in this posted are jpegs. I optimized them significantly using Jpegmini.com Don’t use jpeg’s? Use Tinypng.org for png image files.
    Server: You should not run your ecommerce on a shared hosting environment. You should have a VPS, Dedicated, or Cloud server that is using quality hardware, with sufficient RAM, and preferably SSD (solid state hard drives)

  • Extreme situations but that’s how important we should be viewing conversions.

    Topic of Conversion is vital for any website. All well and good to bring in traffic but if it’s not contributing to the bottom line..
    At WCR although out focus is SEO, in fact we do much more. We incorporate Analytics and conversion to every page that we create e.g. City pages.
  • Goals can be used to track anything that is of value to the company. This can include
    - Quote Submissions
    File Downloads
    Enquiry Forms Received
    Tracking of recently created pages

    The goal feature in GA is in fact very powerful and can be used to track very specific data that can yield valuable actionable insights e.g. If a listing website is guaranteeing a minimum of 50 leads for Snap a month (to a certain) we can track that. We will then place an intelligence event and set it so that if its <50 or >50 it is flagged.
  • I’ll be taking you through a process in which you can create a simple goal (goal visits to a particular page).
  • Shortcuts are used to generate Reporting Documents


    ADD SOLUTIONS GALLERY INTO THE TRAINING
  • Move slide to correct section.
  • Move slide to correct section. Jamie to show how?
  • The solutions gallery contains in-product solutions (such as dashboards, custom reports and segments) to deepen your use of Google Analytics and accelerate your learning curve. Whether you’re a newbie or guru, they will help you learn more about your data through the power of Google Analytics. They’re like having your own GA guru!
  • By the end of today we hope that you will be able to do the following

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