Coming Up:GA New in last 6 months

Feature Benefit

March 2011 Plot Rows Compare data trends quickly

April 2011 New Version: V5 Plenty now, loads more to come

April 2011 Multi-Channel Funnels Pilot See the history of different sources

May 2011 Site Speed Report User experience, SEO, conversion

June 2011 Webmaster Tools Integration SEO – GA starts to include off-site

June 2011 New Mobile Reports More data on vital section of market

June 2011 Social Tracking See the power of engagement

Google Analytics: Latest and Bestby

Tim Leighton-Boyce

So, what can I do with these shiny new toys?

Background

• Started out in mail order: 1978• Started analysing how people use web sites: 1994• Analytics+marketing insight = increased conversions• Client engagements

• Thorntons• Healthspan/Healthy Direct• Joules• English Heritage• Interflora• Sweaty Betty

What do I do?

• Long term (typically years…) retainer-based• Ongoing research and best practice advice• Systematic Voice of Customer Survey Analysis and trending• Ad hoc usability testing, troubleshooting and error tracking• Regular Google Analytics analysis (checkouts, KPIs, errors)

• Medium term (3 to 6 days) one-off projects• Full site audits and recommendations for improvement• GA custom tracking and configuration

• Short term (1 to 2 days) one-off projects• GA health check and advice• GA specific project analysis• GA training

Agenda

Feature Benefit

March 2011 Plot Rows Compare data trends quickly

April 2011 New Version: V5 Plenty now, loads more to come

April 2011 Multi-Channel Funnels Pilot See the history of different sources

May 2011 Site Speed Report User experience, SEO, conversion

June 2011 Webmaster Tools Integration SEO – GA starts to include off-site

June 2011 New Mobile Reports More data on vital section of market

June 2011 Social Tracking See the power of engagement

Main Theme

Getting new customers

Getting New Customers

• People who have a Need• To Know• Like• And Trust you

Credit: John Jantsch: www.ducttapemarketing.com

Custom Dashboards

Timelines Metrics

Tables

also Pie Charts…

Custom Reports: Generic Search

Keywords

Visits Bounce RateConversion RateTransactionsRevenue

Entrance Pages for Keywords

Drill down toLanding Pages

Engagement Metrics for Keywords

Visits Bounce Rate>3 pagesSaw productAdd to BasketConversion rate

Products Sold by Generic Search

QuantityRevenue

Products

Keywords specific to product

QuantityRevenue

Keywords

Entrance Page & Engagement

Entrance Page

Visits Bounce Rate>3 pagesSaw productAdd to BasketConversion rate

Entrance Page & Engagement

Drill down toKeywords

Entrance Page & Products

Entrance Page

QuantityRevenue

Entrance Page & Products

Drill down toProducts

QuantityRevenue

Site Speed Reports

Avg SpeedPageviewsSampleBounce Rate% Exit

Site Speed Report Filter

Site Speed Report Filter

Multi-channel: Conversion Paths

Multi Channel Funnel Overview

Even More Reports

Know

& TrustLike

• From

• GA is confusing and complex and they keep adding more stuff

Conclusion: where are we now?

• To

•GA helps me with the exactly the projects I’m working on now

• So I use it every day

I can help

• GA check-up– Telephone discussion of business goals– Look at site and existing GA data

• Deliver– Document

• Summary of findings• Recommendations for profile settings (internal search, housekeeping

filters & settings, brand search filters & segments)• Recommendations for engagement, conversion and error goals• Recommendations for checkout funnel reporting

– Conference call to discuss• Special introductory offer XXXX

Please keep in touch!

Follow me on Twitter, Linked In, Facebook etc:

http://profiles.google.com/tim.lboyce

Links: Working with brand keywords: http://bit.ly/brandkeywordsBuild a custom report: http://bit.ly/gacustomreport