use analytics to drive more business

Use Google Analytics to Drive More Business

Who We Are

Dora LeavPaid Search Marketerdora@hallme.com

Hall Internet Marketingwww.hallme.com• 12 Years in Business• Twitter @Hall_Web

Rachel BowesDigital Marketing Strategistrachel@hallme.com

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Today

• What Analytics does and doesn’t show you• Getting started with Google Analytics• Setting up Goals• Review of important aspects of Analytics that can help

you make decisions about your website

Analytics & Tracking Conversions

Analytics Shows You…

• Who is coming to your website• When they got there• How they got there• Where they went when they got there• What action they took (if any)• Why? (Well, that’s the analysis part!)

Analytics Doesn’t…• Improve your search rankings• Answer your questions for you• Give one single answer

Pros of Google Analytics

• Free• Easy to Use• Powerful

How to Get Started

• Add Analytics code to your site• Overview• Traffic• Content• Conversion• Time range

Pro Tip: Track Goals• You want people to do something on your website• Track – contact forms, sign ups, demo views, whitepaper

downloads, when people purchase, etc.• Allows us to see the impact of marketing efforts like:

• Email Campaigns• Paid Search• Keyword Performance• Best Referral Sites

Goal Components• Name of the goal

• Define the funnel• Value of the goal

The Dashboard• Customizable• Four types of widgets: • Metric, • Pie Chart, • Timeline, • Table

Content

ContentTop content

• Most popular pages• Bounce rate – Not what people were looking for• Average time on page – interesting to visitors

What Does Your Bounce Rate Tell You?

Content cont.

Landing and Exit pages • Do your top landing pages entice visitors to go further?• Exit pages – are you losing people in the process?

Site Speed•Page load time – is your site loading fast enough?

Site Search•Users utilizing the search function on your site•Needs to be manually set up

Events•Track downloads, videos watched etc.•Similar to ecommerce tracking

Is Your Site a Slow Poke?

Audience/Visitors• Who makes up your audience?• How did they view your site?

(technology/mobile)• Their behavior on site (new user, returning

visitor, engagement)

Mobile Devices, Reporting, and User Experience

Advanced Segmentation

Slice and dice your GA dataDefaultCreate your own

Filters• Exclude your office IP

• How do I exclude my internal traffic from Google Analytics reports?

• Blog only filter• Mobile• Search and Replace

• /category.asp?catid=5 to /red-shoes

Custom Reporting• Define metrics and dimensions you want in your report

• Organic traffic by mobile devices• Unique visitors by page• Conversion by time of day• Top converting landing pages

Multi Channel Funnels

Need goals set up to work correctly

• What is performing – popular and converting customers• Where are your weaknesses?• Specific reports for new efforts – social media, email,

new PPC landing pages etc.• Lots of mobile traffic? How do they view your site?

Now what? Make changes!

Recap

Photo credit http://www.flickr.com/photos/ashevillein/4233288271/

Google Analytics is a powerful and free tool that you can use to see how your website is performing

for you and make adjustments where needed.

Questions

Learn MoreFollow Hall: @Hall_Web

• Blog - http://www.hallme.com/blog/category/internet-marketing/analytics/• Webinars - http://www.hallme.com/webinars 6/5 - Selecting a CMS That is Right For Your New Website

6/19 - Exploring Pinterest for Business

Call us! 1-877-425-5932 (HALL-WEB)seo@hallme.com

Download our new eBook: http://bit.ly/hall-ebook