1. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Google Analytics shows you how people found your site, how
they explored it, and how you can enhance their visitor
experience. Improve your website return on investment,
increase conversions, and make more money on the web.
Google Analytics tracks visitors through your site, and will keep
track of the performance of your marketing campaigns -
whether they're AdWords campaigns, email campaigns, or any
other advertising program. With this information, you'll know
which keywords are really working, which content is most
effective, where your visitors are dropping off during the
conversion process and more. Don't be fooled by the fact that
this functionality is available to you for free - Google Analytics
is a full-featured, powerful analytics package.
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2. Table of Contents
Dashboard . . . . 3
Visitors . . . . . 10
Traffic Sources . . . . 17
AdWords Campaigns . . . 22
Content . . . . . 26
Bounce Rate . . . . 32
Goal Conversions . . . . 38
Appendix A: Visits for All Visitors . . 49
Appendix B: Absolute Unique Visitors . . 55
Appendix C: Pageviews For All Visitors . . 61
Appendix D: Average Pageviews For All Visitors . 67
Appendix E: Time On Site For All Visitors . 73
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3. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Dashboard
The Dashboard serves as a key performance indicator (KPI)
display as well as a brief run-down of the top-level reports
available through Google Analytics.
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10. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
By analyzing your Daily Visitor Reports we can easily measure the effectiveness of your
email drip campaigns.
Visitors
How many people came to your site and how extensively did
they interact with your content? This traffic overview allows
you to drill down and view the characteristics of different
visitor segments and examine the different factors that make
up visit quality (i.e. average pageviews, time on site, and
bounce rate).
Daily Reports
Visits for All Visitors Appendix A
Absolute Unique Visitors Appendix B
Pageviews For All Visitors Appendix C
Average Pageviews For All Visitors Appendix D
Time On Site For All Visitors Appendix E
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13. TIPS: One way to enhance visitor loyalty is to know exactly what kind of content your
users want to see. Your portfolio page scores very high and proves useful to visitors, I
recommend incorporating more information about how resellers can improve their bottom
line by incorporating ice. Unbranded printable literature downloads which boast the
resellers ability to offer “turn-key” solutions. Particularly since you are willing to close the
sale on their behalf, the markup potential is 200-300%... bring this to visitors’ attention!
Additional considerations include:
• Speak to Communicate! Provide an audio message right on your homepage, with visitor
start and stop controls. Offer a podcast to verbally communicate ideas to your B:B
prospects offline. Feature a Fear No Ice exhibition video.
• Introduce a customer loyalty program to build base and repeat purchases. Create
communication synergy by partnering with other online businesses. Add a “refer-a-friend”
link on every page to encourage viral marketing.
• Move your primary call to action above the fold and revisit bounce reports and goal
conversions for these pages.
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15. Attracting visitors to your website can be quite challenging. The bigger challenge is often
the ability to retain those visitors once they find your website. Ultimately, the length of
visit metric depends on your business goals, however you want to ensure that your target
audience will not leave your site before they explore what you have to offer.
TIPS: The basics dictate you determine the wants and needs of your target audience. As
a business owner, you will be targeting a specific segment of the market. You created
products or services to meet the needs of consumers in that market niche. Highlight the
most popular products and services you have to offer on the first page of your website.
Additional considerations include:
• Your site should be aesthetically pleasing to your intended audience
• Make it easy for visitors to your website to access your company history. Provide a
detailed description of your business. Offer information about the length of time you have
been in business, your experience, an overview of your mission statement and any other
pertinent information. The information you provide will give potential customers the
opportunity to learn so that they can feel more comfortable doing business with you.
• Offer sales and promotions that you can advertise on your website as often as possible
and to encourage visitors to place an order. You can also offer special promotions for first
time customers to create an opportunity for new customers to save money. Make your
sales offers easy for any visitors to see upon arriving on your website.
• Give visitors a reason to stick around when they find your website and a reason to visit
your site in the future. Provide articles that would be of interest to your target audience.
Offer news and updates directly from your site. Find downloads that you can offer for free.
Find something to give your visitors even if they are not yet a paying customer.
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16. The value of the Depth of Visit can be difficult to gauge and, as with the Length of Visit
metric, depends on your own goals. For example, if you've put a lot of effort writing many
pages of information about a topic, you'll likely want all visitors, ideally speaking, to visit
every page.
I'm hazarding a guess, though, that more than 3 pages in a single session is a lot for most
people, unless they are doing research. The reality is that with attention spans being what
they are, most people won't visit an entire website all at once. However, they may come
back at some later date to view the remaining web pages.
So a metric like Depth of Visit has to be paired with a more thorough analysis of each
visitor over time. Tracking every unique page each visitor has viewed is a more valuable
metric, but requires a fairly thorough analysis that only specialized web analytics
packages offer. You are getting a lot of search engine traffic (73.80%) with little in
the way of visitor loyalty… an assumption can be made that your visitors are
finding what they want on the page they landed on.
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17. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Traffic Sources
This report provides an overview of the different kinds of
sources that send traffic to your site. The graph shows traffic
trends; the pie-chart and tables show the traffic sources
driving the trends. "Direct Traffic" is visits from people who
clicked a bookmark to come to your site or who typed your
site URL directly into their browser. "Referring Sites" shows
visits from people who clicked to your site from another site.
"Search Engines" shows visits from people who clicked to
your site from a search engine result page.
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20. Good News!
Your % New Visits is 4.5% above average. If you look at your % New Visits for referring
sites, you will see that your online advertising campaigns are working best at these top
ten sources.
TIPS:
Stick with these top ten advertisers as you begin to make budget cuts. Since we can
assume your Conversion Goal to “lead” does not take a long time on the site or many
pages/visit, work backwards maintaining these ten, then eliminate those that deliver the
least amount of New Visitors.
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21. Good News!
You are performing above average across all site usage statistics when it comes to
referring search engines. You currently have PPC campaigns employed through Google,
and more recently through Yahoo! Your % New Visitors through Google is 2+ points
above average and after your Yahoo! campaign is maximized your metric there will likely
grow.
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22. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
AdWords Campaign
How do the people referred from your AdWords Campaigns
compare to the "average" visitor to your site? This report
includes all visits from the AdWords campaigns managed by
MyAdwordsExpert.com. Campaign performance can be a
useful high-level view of the effectiveness of PPC marketing
spend.
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25. Your PPC campaigns are performing well, you can also maximize use of keywords
to optimize your web content and increase your already impressive organic search
engine rankings. Watch for over saturation… Google doesn't’ t like that!
TIPS: Search engines remain the best method of getting quality, targeted traffic to your
website. The above shows you what keywords people are using to find you via Google.
You can boost your website's search engine ranking, you have to remember keywords!
• Keyword phrases must be included in your website title, the first paragraph of text, and
one or more headings on the page. Many include the keyword in the meta tags, though
these do not carry as much weight as they used to. Including keywords that closely target
the topic of your site is vital to search engine ranking.
• Keywords should not only be used on your own website, however. They are equally
important in link building… When getting backlinks to your website, consider keyword
anchor text and the rank of the other website.
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26. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Content
This report provides an overview of pageview volume and
lists the pages (Top Content) that were most responsible for
driving pageviews. Entrance Points allows you to monitor
the bounce rates for your most important landing pages.
Consider redesigning any of the pages listed here that have
a high bounce rate.
28. TIPS: Your portfolio pageviews and homepage pageviews are the highest viewed pages
on your website. Third is contact, which is good positioning for your goal conversion page.
• Consider “weddings” positioning as #4, this shows your site is acting well as a B:C
mechanism.
• Consider “resellers” in the 10th position, this shows there is room for improvement for your
B:B offerings, which is your highest revenue driver!
Get creative about driving people to this page from more highly viewed pages
(“portfolio” and homepage)
consider advertising outlets appropriate for resellers and link directly to this page
maximize keywords for this target audience to enhance search engine rankings of
this page
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32. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Bounce Rate
Bounce Rate is the percentage of single-page visits (i.e.
visits in which the person left your site from the entrance
page). Bounce Rate is a measure of visit quality and a high
Bounce Rate generally indicates that site entrance (landing)
pages aren't relevant to your visitors. You can minimize
Bounce Rates by tailoring landing pages to each keyword
and ad that you run. Landing pages should provide the
information and services that were promised in the ad copy.
As is the case with Page Depth metrics, it is also possible
users are finding exactly what they need on the landing
page.
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38. Ice Sculpture Designs
Google Analytics Report
August 1, 2008 – December 15, 2008
Goal Conversions
For non-ecommerce sites, goal conversions are the primary
metric for assessing how well a site fulfills business
objectives. This report identifies the conversion trends for
the goal of “Lead.”
How do visitors actually arrive at your goals? This Reverse
Goal Path report lists the navigation paths to “Lead” and
shows the number of conversions that each path represents.
This report is different from the Total Conversions report
because it shows the different navigation paths that were
used to reach the goal.
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39. Landing page optimization takes time. There are a number of strategies you can take,
both simplistic and technical, which you can employ to increase conversion rates.
*Pinnacle Media can consult on these items.
TIPS:
• Adjust your landing page colors around your forms, products, or whatever your trying to
drive attention to.
• Create compelling page titles that will draw the user’s attention. This helps with SEO too.
For example if your offering something for free why not put it into your title.
• The smallest changes to content writing around your products can have a huge effect on
your conversions. You should focus on writing something creative that is geared right
around your product or form. The idea is to capture their mind and get them to move into
a positive direction with your services.
• A / B Testing*
• Multi-Variate*
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