Post on 22-Jan-2018
Dean LevittFounder, Teacup Analytics
dean@teacupanalytics.com
What Small Businesses Want To Know About Their Websites
Who Am I?A curriculum vitae of sorts
• Born and raised on a farm in South Africa, near Johannesburg
• Built Mad Mimi, acq. by GoDaddy in 2014 and was on the team that built GoDaddy
Email Marketing
• Previously Chief of Culture for Mad Mimi & Director of Online Support for GoDaddy
• Founder of Teacup Analytics
• I currently live in Tel Aviv, Israel
• I run, surf and travel
What Is Teacup Analytics?Teacup Analytics Simplifies Google Analytics for Small Businesses
• Launched in March 2016
• Teacup Analytics makes Google Analytics data simple and understandable
• Library of over 30 analyst-crafted reports
• Innovative grading system that qualitatively analyzes web traffic
• Monitors the impact that actions have on performance
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data.
• The responses showed that small businesses are very interested in their analytics
but…
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data
• The responses showed that small businesses are very interested in their analytics
• They want to learn from their data
• Small businesses lack time and expertise to get real value from their web analytics
• This represents a great opportunity for web designers to create that value
“I've been terrified to go into Google Analytics because of how clunky it is to use but the data was very useful.” ~ Meera Kothand, solopreneur and coach
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data
• The responses showed that small businesses are very interested in their analytics
• A pattern emerged: Small Businesses have five overarching questions
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data
• The responses showed that small businesses are very interested in their analytics
• A pattern emerged: Small Businesses have five overarching questions
• Each question can be tackled from a beginner or more advanced perspective
• These questions are opportunities to engage with clients and help them grow
• Build a long term relationship through insight, action and measurement
What Your Clients Want To KnowWe asked, and small businesses told us
• The Teacup Team asked more than 300 small businesses what they wanted to learn
from their web data
• The responses showed that small businesses are very interested in their analytics
• A pattern emerged: Small Businesses have five overarching questions
• Each question can be tackled from a beginner or more advanced perspective
• These questions are opportunities to engage with clients and help them grow
• Build a long term relationship through insight, action and measurement
• Analytics, ultimately, is about relationship building with clients and their audience
Building Long Term RelationshipsYour clients, their customers and you
• Analytics is about finding opportunities:
Building Long Term RelationshipsYour clients, their customers and you
• Analytics is about finding opportunities:
• To help your client grow their business
• To help your client’s audience have a better experience
Building Long Term RelationshipsYour clients, their customers and you
• Analytics is about finding opportunities:
• Analysis creates a culture of continuous improvement for your clients
Building Long Term RelationshipsYour clients, their customers and you
• Analytics is about finding opportunities:
• Analysis creates a culture of continuous improvement for your clients
• This leads to a long term partnership between web designers and clients
• The designer creates value by aiding in analysis and in taking action
• The designer and client work together to grow the business and monitor the
results
A Tiny GlossaryYou probably already know this but…
• Goals – A goal is a desired activity that a site visitor might take
• Conversion – When a site visitor completes an activity (a goal)
• Channel – This is a source of web traffic e.g. Organic search, social media, referral
• Action – Something the business does to grow or improve their site experience
• Analytics – The discovery and interpretation of data
• Data - Individual pieces of information
• Analysis – The process of breaking a complex topic into smaller parts to better
understand it
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
• Volume is insignificant and results are poor
• Not worth time and effort
• Too hard to make an impact with current resources
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
• Action 2: Optimize!
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
• Action 2: Optimize!
• Traffic volume is significant but conversions suck i.e. low quality
• This is a leaky bucket, with holes you should plug before adding water
• You’re optimizing for conversions, and not worrying about volume
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
• Action 2: Optimize!
• Action 3: Grow!
Easy Analysis and ActionThe quickest way to find actionable insight with clients
• All analysis boils down to three possible actions
• Action 1: Do nothing!
• Action 2: Optimize!
• Action 3: Grow!
• Channel volume is low but has great conversion rates, i.e. high quality
• Ripe for growth because the bucket is water-tight
Easy Analysis and ActionThe quickest way to find actionable insight with clients
Results
Activity
GrowthOpportunity
OptimizationNeeded
Easy Analysis and ActionThe quickest way to find actionable insight with clients
Results
Activity
Direct: B
Organic search: A+
Referral: A
Paid Search: B
Email: A
Social: D
Easy Analysis and ActionThe quickest way to find actionable insight with clients
Results
Activity
Conversion rate: C
Bounce rate: B
Time on site: A+Site depth: A+
Where Should I Begin With Google Analytics?
Where to start? I want to know everything! Basically how to best to optimize and gain
more traffic.
Jess Keys, The Golden Girl
Site built by:
Where Should I Begin With Google Analytics?
• Clients want to know where to start
• This often includes implementation:
• Setting the right goals in Google Analytics
• Checking that the code is installed correctly
• Discussing business goals with the client and…
• Creating a wider plan to reach those goals with SEO, content marketing, design
updates, AB Testing etc.
Where Should I Begin With Google Analytics?
• Clients want to know where to start
• This often includes implementation
• Remember, the client is interested in opportunities to:
• Grow
• Optimize
Where Is My Website’s Traffic Coming From?
Site built by:
Where are visitors coming from?
And what are some ways to get more users to the site?
Jasmine Katatikarn, Burger Lift
Where Is My Website’s Traffic Coming From?
• Channel indicates intent
• Each channel can indicate what the visitors are looking for from you
Where Is My Website’s Traffic Coming From?
• Channel indicates intent
• Grow vs Optimize
• High volume, low quality channels need optimization
• Low volume, high quality channels are ready to grow
Where Is My Website’s Traffic Coming From?
• Channel indicates intent
• Grow vs Optimize
• Combine with intent to find your actions!
What Is My Most Popular Content?
Site built by:
I want to learn what topics do best so that I can write more of it!
Christine Field, Real Mom Life
What Is My Most Popular Content?
• It isn’t only about views
• Look for the pages that drive further engagement: Pages / Session
What Is My Most Popular Content?
• It isn’t only about views
• Which pages are achieving your goals?
• Or rather, which pages are not?
• Top pages need to be part of a conversion process or contribute to business goals
What Is My Most Popular Content?
• It isn’t only about views
• Which pages are achieving your goals?
• Look for intent by investigating the traffic channels
• Which channels are driving traffic to your good and bad pages?
• This can often indicate intent and help you solve issues
What Is My Most Popular Content?
• It isn’t only about views
• Which pages are achieving your goals?
• Look for intent by investigating the traffic channels
• Check for under-performance by mobile devices
• Just in case…
How Much Mobile Traffic Does My Site Get?
…across the millions of websites using Google Analytics today, more than half of all web
traffic now comes from smartphones and tablets. And every year, over half of the
trillions of searches on Google happen on mobile.
Google Analytics Blog, May 24, 2016
How Much Mobile Traffic Does My Site Get?
• Is your client’s site mobile-friendly?
• Optimized for mobile search
• Loading speed
• Content
How Much Mobile Traffic Does My Site Get?
• Is your client’s site mobile optimized?
• Is the site optimized for mobile conversions?
• Sometimes, designing for mobile conversions leads to amazing results
How Much Mobile Traffic Does My Site Get?
• Is your clients’ site mobile optimized?
• Is the site optimized for mobile conversions?
• Sometimes, designing for mobile conversions leads to amazing results
• Case Study: Hokulea
• Low conversion rate for new visitors via social media
• Most social media visitors were on mobile
• Redesign focused on solving this…
Am I Gaining Both New And Return Visitors?
How can I keep old readers coming back for more, and continue to get new readers?
Sarah Jane Parker, The Fit Cookie
Am I Gaining Both New And Return Visitors?
• Which channels are bringing me new visitors?
• And which are the highest quality channels for new visitors?
Am I Gaining Both New And Return Visitors?
• Which channels are bringing me new visitors?
• Note any Paid Channels
• Are they working to attract new visitors or wasting clicks on return visitors for the
same keywords?
Am I Gaining Both New And Return Visitors?
• Which channels are bringing me new visitors?
• Note any Paid Channels
• Is return traffic steadily increasing?
Am I Gaining Both New And Return Visitors?
• Which channels are bringing me new visitors?
• Note any Paid Channels
• Is return traffic steadily increasing?
• Which channels need optimization to convert new visitors?
• And which channels work to attract return visitors?
The Reality Of These QuestionsMost small businesses only ask 1 to 3 questions
• While these are the most common questions, most businesses only wanted one to
three of these questions answered
• The web designers and developers I interviewed used analytics to drive regular work
with clients, but always coupled action with a measurement plan