This document discusses measuring your website using web analytics. It explains what web analytics are and how they can be used to measure return on investment of marketing campaigns, refine targeting, and identify best performing pages. Key metrics like bounce rate, page views, visits, and time on site are defined. The document also discusses looking at audience, acquisition, and behavior data to understand who is coming to the site, how they found it, and what they are interested in. It emphasizes using this data to make decisions to drive more traffic, increase views of multiple pages per visit, and improve content to boost interest and conversions.

1. Shape Up Your Website
Day Two: Measure Your Website

2. LORRAINE BALL
Marketing Strategist, Recovering Corporate Exec, Amateur Photographer

3. Shape Up Your Website
• Day One: Audit Your Website
• Day Two: Measure Your Website
• Day Three: Help Google Find You
• Day Four: Plan Your Website Redesign
• Day Five: Leverage Landing Pages
• Bonus: Wordpress Divi Demo

4. WHY MEASURE?
There’s power in the data

5. What are Web Analytics?
Measurement, collection, &
analysis of web data

6. Useful, Real Time Data
• Measure ROI
– Compare referral sources
– Evaluate advertising campaigns
– Track leads, prospects and sales
• Refine targets and messages
– Determine which visitor groups are most likely to convert
– Identify best traffic building and converting pages
– Revise calls to action and next steps

7. Web Analytics Glossary
• Hit :
– A request for a file from the web server.
• Impression:
– Each time an image (or ad) loads on a user's screen.
• Bounce Rate:
– Percentage of visits where the visitor enters and exits the site
after visiting just one page

8. Web Analytics Glossery
• Page view
– A page view is recorded every time a page is loaded.
• Visit / Session
– Series of page views a single visitor makes during a
period of activity.

9. Web Analytics Glossary
• Visitors
– Defined by a unique ID usually stored in a visitor's cookies.
– New visitor doesn’t have Google Analytics cookie
– Returning visitor has Google Analytics
• Time on page
– How long a visitor stays on a page before hitting next page
• Time on Site
– Sum of time on page for a single visitor

10. The A, B, C of Analytics
• Audience: Did we attract the right people?
– Visitor demographics including age, gender,
geographic location
• Acquisition: How did people find us?
– Organic and paid search
– Direct and referral including social and email

11. The A, B, C of Analytics
• Behavior: What were they interested in?
– Page views and page path
– Returning visitors
• Conversion: Did they take the next step
– Complete submission form
– Comment or share content
– Make a purchase

12. VISITS
If you build it, will they come?

13. Overview
What to look for
• Year over year
improvement
• Unusual spikes or
valleys
• Green vs Red
• New vs Returning
is distorted

14. Audience
• Who is coming to your website

15. Acquisition
What to look for
• Traffic source
• Compare over time
• Quality of traffic by
source

16. Action : Target Each Source
• Increase
– Direct traffic with off line activity
– Organic traffic with content
– Referrals with directory listings and cross promotion
– Social traffic with activity
– Create or expand your email list
– Paid advertising when all else fails

17. BEHAVIOR
People come, now what?

18. Behavior: Where do the start?

19. Behavior: Where do they go?

20. Behavior: What’s the last page

21. Drill Down

22. Increase Views
• Objective: At least two pages per visit
• Common mistakes
– Too many choices
– Slow load speed
– Non-responsive design
– Poor navigation
– No clear next step

23. Improve Interest
• What are people interested in
– Identify most popular posts
– Create internal links, more on this topic
• Common Mistakes
– Old, thin or unoriginal content
– Too many options
– No clear path

24. Conversion Tracking

25. Go Beyond Google
• Forms filled out
• Comments on forms and pages
• Social shares

26. Use Data to Make Decisions

27. QUESTIONS?

28. LORRAINE BALL
LORRAINE@ROUNDPEG.BIZ | @LORRAINEBALL

29. Special Offer
• Analytics Review –$500 - Today Only $250
• What’s included
– Identify traffic sources and growth opportunities
– Identify top pages, landing pages and exit pages
– One hour review session including
• How to generate your own reports
• Provide at least five easy to implement action items

30. Join us for the Entire Series
• Day One: Audit Your Website
• Day Two: Measure Your Website
• Day Three: Help Google Find You
• Day Four: Plan Your Website Redesign
• Day Five: Leverage Landing Pages
• Bonus: Wordpress Divi Demo