More Than Measurement How to Use Google Analytics to

Skyrocket Your Marketing Results

Presented by Steve Lamar

Why use Google Analytics?

• Gives specific insights into your website’s performance.

• Easy to implement.

• Well documented resources on the web for training.

• It’s Free!

5 Areas of FocusTraffic Sources – Where is your traffic coming from?

Keywords & Impressions – What queries are people using to find your site and what visibility do you have?

Landing Pages – What is the first page a visitor sees when they visit your site (hint: it is not always the home page)

Engagement – Are you providing the information people want so they stay on your site and take the next step?

Conversions – This is the point, right? Are you tracking form submissions, newsletter signups, transactions, etc?

Traffic Source:How are people finding your site?

Traffic Sources > Sources > All Traffic

Traffic Sources: What Are They?Direct – Visitor already knows your website and types the address in directly to browser.

Referral – Visitor clicked on a link to your website from another website.

Organic (Non-Paid) Search – Visitor entered a query in a search engine (ie: Google, Bing) & clicked on a NON-paid listing

Paid Search – Visitor entered a query in a search engine (ie: Google, Bing) & clicked on a PAID listing

Campaigns – This can come from any online campaign if tagged correctly – paid search, banner ads, newsletters, emails, etc.

Traffic Sources: Why They Matter

Visitor Engagement: Pages/Visit, Avg. Visit Duration, Bounce Rate

Conversion Effectiveness: Goal Conversion Rate, Per Visit Goal Value

eCommerce Effectiveness: Revenue, Ecommerce Conversion Rate, Per Visit Value

Keyword Impressions & Clicks:How are people searching?

Shows what queries were used to find your website, how often you showed up for the search, the average position you appeared and the click through rate to your site.

Traffic Sources > Search > Search Engine Optimization

Keyword Impressions & Clicks:How are people searching?

Impressions - The number of times pages from your site appeared in search results

Clicks - The number of times a user clicked your site's listing in search results for a particular query

Average Position - The average top position of your site on the search results page for that query

Click Through Rate (CTR) - The percentage of impressions that resulted in a click to your site

Keyword Impressions & Clicks:Improve Click Through Rates

Good

Bad

Create page titles and descriptions that help people click to your site

Keyword Impressions & Clicks:How to Access this Data

1. Verify Google Webmaster Tools

2. Connect it to Google Analytics

3. View the Report: Traffic Sources> Search > Search Engine Optimization

Landing Pages:Not Just the Home Page!

The Home page is usually the most visited page, but people experience your site from many other pages on your site.

Content > Site Content > Landing Pages

Landing Pages:Create MANY Unique, Quality & Relevant

Pages

To drive more traffic - create pages that:• Answer people’s

queries• Are engaging • Are easy to share• Are relevant to your

site

Bounce Rates

• Bounce Rate = Percentage of visitors who leave your website & after only viewing one page

• Lower is Better!

• Bounce Rates Can Help You Figure Out What’s Not Working

• Compare Similar Pages

Bounce Rate Analysis

• Compare Bounce Rates Relative to Other Pages

• Analyze Page for Issues Causing Higher Bounce Rates

Average = 44.68%Some Pages = 70+%

Content > Site Content > Landing Pages

Bounce Rates: Ways to Improve

• Clear Call to Action (CTA)

• Better Engagement (ie: Clear Messaging, Pictures, Videos, etc)

• Clean Design & Layout of Website

• Fast Page Loading

• A/B Testing – Test Elements of the Page & See What Works

Bounce Rates:Improve your call to action - NOW!

What is your main call to action? Is it clear enough? Go & make it clear. You’ll have a better website for it!

Bounce Rates: Clean Design, Clear CTA

Bounce Rates: Page Load Times

Faster Pages Can Increase Conversions & Decrease Bounce Rates• Decrease Image

Sizes• Setup Page

Caching• Compress

Website

Content > Site Speed > Overview

Tracking Conversions: Know How Your Site is Performing

Google Analytics can track:• Contact Forms• Newsletter

Signup• eComm

Transactions• Many More…

Tracking Conversions: Know What You Want to Track

Conversions (Goals) can be setup to track:

• Page Views – ie: contact form thank you pages

eComm Transactions – ie: order value, shipping charges, etc. (needs to be custom coded on website)

• Actions – ie: button clicks, video playing, downloads

Homework

• Know your Traffic Sources: Identify where traffic is coming and what it is doing. Setup campaign tracking

• Learn what queries people use to find your site. Adjust your content to better capture your target audience.

• Review landing pages to see what is popular and how you can better convert visitors hitting these pages.

• Review Bounce Rates: See what pages are not performing and look for ways to fix them with new designs, better CTA, more pointed information

• Setup conversion tracking: Know how your site performs.