How to do - Google analytics - seo - test

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<p>Before you start What to check in your presentation before sending it off to the client</p> <p>The User JourneyTools to understand and improve..</p> <p>| 134Peder Rudbeck112.15 14.00 Google analytics</p> <p>14.00 - 14.10 Break</p> <p>14.10 15.20 SEO</p> <p>15.20 15.30 Break</p> <p>15.30 16.30 Test of website </p> <p>TOOLS TO UNDERSTAND AND IMPROVEAgenda2| 134Peder Rudbeck2Cand. IT - Digital Design og Kommunikation</p> <p>5 rs konsulenterfaring fra UX branchen</p> <p>IIHNordic Online markedsfring og konverterings optimering</p> <p>Interfazes Usability og User Reserach</p> <p>Snitkergroup Usability, User Research og Netvrksgrupper3TOOLS TO UNDERSTAND AND IMPROVEPeder Rudbeck</p> <p>| 134Peder Rudbeck3Hvad er jeres erfaringer med:</p> <p>Google Analytics? ( Kender det ikke, har brugt det, er ret god til det)</p> <p>SEO? (Har hrt om det, kender SEO elementer, er ret god til det) </p> <p>Webside testing? (Har hrt om det, har foretaget f tests, er god til det)</p> <p>TOOLS TO UNDERSTAND AND IMPROVEAgenda4| 134Peder Rudbeck4</p> <p>The User JourneyHow to use GA to get an understanding| 134Peder Rudbeck5What can we do with Google AnalyticsHow does Google Analytics workA few thoughts on how use the numbersA short look at the InterfaceSetting up Goals (Shown in the interface)Going through how goals work with other metricsLooking at Advanced segmentsBreakAn idea of metrics to be used in understanding the user journey Setting up a remarketing campaignMake a short report a task for you..GOOGLE ANALYTICSAgenda6| 134Peder Rudbeck6</p> <p>What can we use Google analytics for?| 134Peder Rudbeck7GOOGLE ANALYTICSWhat can we use Google analytics for?</p> <p>8</p> <p>Goal:Soft:Seen a product siteTime on siteAmount of pages seen</p> <p>Hard:Newsletter signupDownload whitepaperPurchase of product</p> <p>| 134Peder RudbeckLooking at traffic sources and their value8GOOGLE ANALYTICSWhat can we use Google analytics for?</p> <p>9</p> <p>Goal:Soft:Seen a product siteTime on siteAmount of pages seen</p> <p>Hard:Newsletter signupDownload whitepaperPurchase of product</p> <p>| 134Peder RudbeckLooking at technology sources and their value9GOOGLE ANALYTICSWhat can we use Google analytics for?</p> <p>10</p> <p>Goal:Soft:Seen a product siteTime on siteAmount of pages seen</p> <p>Hard:Newsletter signupDownload whitepaperPurchase of product</p> <p>+</p> <p>| 134Peder RudbeckLooking at technology and traffic sources and their value in a cross10GOOGLE ANALYTICSWhat can we use Google analytics for?</p> <p>11</p> <p>Goal:Soft:Seen a product siteTime on siteAmount of pages seen</p> <p>Hard:Newsletter signupDownload whitepaperPurchase of product</p> <p>| 134Peder RudbeckSetting up a remarketing list based on the users behavior on site, and preferences on Google+11GOOGLE ANALYTICSWhat cant we use Google analytics for?</p> <p>12</p> <p>| 134Peder RudbeckThere are many possibilities, and its almost easier to say what we cant use Google Analytics for..12</p> <p>How does it work?| 134Peder Rudbeck13 </p> <p>var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-219820-1']); _gaq.push(['_trackPageview']); </p> <p>(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();</p> <p>GOOGLE ANALYTICSHow does it work14| 134Peder Rudbeck14GOOGLE ANALYTICSHow does it work15</p> <p>| 134Peder Rudbeck15GOOGLE ANALYTICSMore Units/Browsers pr. User16</p> <p>Its possible to get an idea of the ratio of you business at: </p> <p>http://www.fdim.dk/statistik/internet/toplisten| 134Peder RudbeckGoogle Analytics also has tools for this16</p> <p>A few thoughts on how use the numbers| 134Peder Rudbeck17THE USER JOURNEYSUBHEADER18</p> <p>Bounce rate High or low good or bad?| 134Peder Rudbeck18Bounce rate - high or low - good or bad?Time on page - high or low - good or bad?New / returning visitor - differences in the way the users behave?Completed goals on the page - few or many?</p> <p>Conditions above should be considered in compare to where the user are in the journey, and what we would like the user to do on the site!THE USER JOURNEYMetrics that describe user behaviour19| 134Peder Rudbeck19"Its not about what, but about why?"</p> <p>Analytics gives you answers to what happens, not why users do what they do!</p> <p>Therefore, be sure to compare Google Analytics data with a visual review of your website, and with other knowledge about user behavior(tests and interviews) that can help you understand why users do what they do!THE USER JOURNEYWeb Analytics provide What20| 134Peder Rudbeck20Be sure to compare same month in year to same month the following year</p> <p>Be sure to know what is going on in your business, so that you know why the numbers might deviate from expected</p> <p>There also a technical side to consider, be sure your analytics is set up right, in order to measure right!THE USER JOURNEYThings to consider21| 134Peder Rudbeck21</p> <p>The Interface| 134Peder Rudbeck22GOOGLE ANALYTICSAn example23</p> <p>| 134Peder RudbeckA short explanation on where to find what</p> <p>Examples: Which traffic source gave the most valuable traffic last month on kea.dk</p> <p>Which technology was used for most conversions last month on kea.dk</p> <p>23Goto Google.com/analytics</p> <p>Log in with xxx@gmail.com </p> <p>Password: xxxGOOGLE ANALYTICSThe interface24</p> <p>| 134Peder RudbeckA short explanation on where to find what</p> <p>Examples: Which traffic source gave the most valuable traffic last month on Dropdead.dk = Google cpc(cost per click) adwords</p> <p>Which technology was used for most conversions last month on Dropdead.dk = Crome browser on a windows machine..</p> <p>24Which traffic source gave the most valuable traffic last month on Dropdead.dk?</p> <p>Which technology was used for most conversions last month on Dropdead.dk?</p> <p>GOOGLE ANALYTICSA Little task25| 134Peder Rudbeck25</p> <p>Setting up Goals| 134Peder Rudbeck26Goals (Goals ensure focus, understanding and prioritization) </p> <p>Communication(Sharing of data, knowledge and results ensures action)</p> <p>Historical data (Status and baseline lets us understand if our business are improving or not)</p> <p>GOOGLE ANALYTICSThe Challenge in your organization27</p> <p>| 134Peder RudbeckGoogle Analytics also has tools for this27Soft:Users has seen a product siteTime spent on siteAmount of pages seen</p> <p>Hard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goals</p> <p>Let us set up a goal in the interface..</p> <p>THE USER JOURNEYSetting up the goals28| 134Peder Rudbeck28</p> <p>Creating advanced segments| 134Peder Rudbeck29App Dedicated mobile siteResponsive site</p> <p>What are the differences in the research we need to make in order to create solutions for these three scenarios?THE USER JOURNEYData for development of a mobile solution30</p> <p>| 134Peder Rudbeck30Its possible to create segments on almost every metric </p> <p>This can be useful for understanding specifics about the different segments, and to focus your analysis</p> <p>How about Danish iOS users?</p> <p>Let us set up this segment in the interface..</p> <p>THE USER JOURNEYThe customer journey towards your product31| 134Peder Rudbeck31</p> <p>Ideas for understanding the user journey| 134Peder Rudbeck32Attraction</p> <p>Engagement</p> <p>ConversionRetainmentAdvocacyTHE USER JOURNEYThe customer journey towards a conversion33</p> <p>| 134Peder Rudbeck33xx</p> <p>THE USER JOURNEYWhat measures can describe attraction34</p> <p>| 134Peder RudbeckVisits(by source)Unique visitorsCost per Click(by source)34xx</p> <p>THE USER JOURNEYWhat measures can describe engagement?</p> <p>35</p> <p>| 134Peder RudbeckVideo ViewsProducts viewsPageviews/time on site/ bounce rate</p> <p>35THE USER JOURNEYWhat measures can describe a Conversion?36</p> <p>| 134Peder RudbeckPurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signups</p> <p>36THE USER JOURNEYWhat measures can describe Retainment (The customer coming back for more)37</p> <p>| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks</p> <p>37THE USER JOURNEYWhat measures can describe Advocacy38</p> <p>| 134Peder RudbeckWrites a review with link to site..(check trust pilot)Social media share( Google+ Allows to se what has been written Facebook doesnt)Big blog mentions, and traffic from theese3839Segment By:Traffic sourceAudience attributesGeographyCampaignsOtherAttractAdvocateRetainChurnReactivateEngageAbandonConvert</p> <p>THE USER JOURNEYHow the metrics tell about the user journeyVisits(by source)Unique visitorsCost per Click(by source)Video ViewsProducts viewsPageviews/time on site/ bounce ratePurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signupsNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicksWrites a reviewSocial media shareOffsite social mentions</p> <p>| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks</p> <p>3940Segment By:Traffic sourceAudience attributesGeographyCampaignsOtherAttractAdvocateRetainChurnReactivateEngageAbandonConvert</p> <p>THE USER JOURNEYHow the metrics tell about the user journeyVisits(by source)Unique visitorsCost per Click(by source)Video ViewsProducts viewsPageviews/time on site/ bounce ratePurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signupsNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicksWrites a reviewSocial media shareOffsite social mentions</p> <p>| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks</p> <p>4041Segment By:Traffic sourceAudience attributesGeographyCampaignsOtherAttractAdvocateRetainChurnReactivateEngageAbandonConvert</p> <p>THE USER JOURNEYHow the metrics tell about the user journeyVisits(by source)Unique visitorsCost per Click(by source)Video ViewsProducts viewsPageviews/time on site/ bounce ratePurchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signupsNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicksWrites a reviewSocial media shareOffsite social mentions</p> <p>| 134Peder RudbeckNewsletter subscribersRepeat purchases% Returning visitors Retargeting clicks</p> <p>41</p> <p>Doing retargeting in Google Analytics| 134Peder Rudbeck42GOOGLE ANALYTICSHow remarketing works43</p> <p>| 134Peder RudbeckWhich KPIs do you need? 43GOOGLE ANALYTICSHow remarketing works44</p> <p>| 134Peder RudbeckWhich KPIs do you need? 44GOOGLE ANALYTICSHow remarketing works45</p> <p>| 134Peder RudbeckWhich KPIs do you need? 45GOOGLE ANALYTICSHow remarketing works46</p> <p>| 134Peder RudbeckWhich KPIs do you need? 46GOOGLE ANALYTICSHow remarketing works47</p> <p>| 134Peder RudbeckWhich KPIs do you need? 47GOOGLE ANALYTICSHow remarketing works48</p> <p>| 134Peder RudbeckWhich KPIs do you need? 48GOOGLE ANALYTICSFurther resources49Google Conversion university Tutorials on Google Analytics http://www.google.com/intl/en/analytics/iq.html?</p> <p>Google Campaign code builder - http://support.google.com/googleanalytics/bin/answer.py?hl=en&amp;answer=55578 </p> <p>Occams razor great blog about webanalytics http://www.kaushik.net/avinash/ </p> <p>Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en# </p> <p>Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872# </p> <p>Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#</p> <p>Linking/Unlinking Analytics and AdWords accounts: https://support.google.com/analytics/answer/1033961# </p> <p>More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820# </p> <p>Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&amp;ref_topic=2611283# | 134Peder RudbeckWhich KPIs do you need? 49</p> <p>Break 10 minuttes| 134Peder Rudbeck50</p> <p>SEOHow to create content that ranks well,and factors to consider in this process| 134Peder Rudbeck51SEARCH ENGINE OPTIMIZATIONTodays example kea.dk/e-concept 52</p> <p>| 134Peder Rudbeck52Ask yourself what creates value for you usersGoogle</p> <p>Se Also Google SEO Starter guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdf</p> <p>SEARCH ENGINE OPTIMIZATIONSEO According to Google535353</p> <p>| 134Peder Rudbeck53Google and other Search engines makes algorithms, that presents the most valuable content in the SERP to the users. Google does this based on the knowledge the users gives Google</p> <p>This knowledge could be:Search keyword(s)Geographical placementPrevious search historyOther?</p> <p>A big part of being able to present the most valuable content is the possibility for the Google-bot to understand the content, and thereby value of the page(this takes a SEO page in many ways)..</p> <p>SEARCH ENGINE OPTIMIZATIONWhat is Googles goal?54| 134Peder Rudbeck54Or put in other words the goal is to match the user with the right content..SEARCH ENGINE OPTIMIZATIONWhat is Googles goal?55</p> <p>| 134Peder Rudbeck55Technically correct site Applying W3C standards, good usability, applying SEO technically principlesLink buildingContent optimization Usage of keywords in content and well written contentKeyword Research Identify what the most relevant and obtainable keywords for your sites pages areSEARCH ENGINE OPTIMIZATIONElements of SEO56| 134Peder Rudbeck</p> <p>Adwords (PPC, SEM)Adwords (PPC, SEM)Organic resultsSEOSEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page)57| 134Peder Rudbeck</p> <p>Users read Google as an FThe lower the screen resolution the users have, the higher your result has to be placed in order to be seen..SEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page)58| 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONPage rank - http://www.prchecker.info/59</p> <p>| 134Peder Rudbeck59Number of links to your site and the importance/ Authority of these links</p> <p>Based on:Relevance - the relevance of the inbound linksTrust - the importance / Authority of the links</p> <p>Check your (and your competitors) page rank at: http://www.prchecker.info/ </p> <p>Check the back links to your site in Google Webmaster tools:https://www.google.com/webmasters/tools/home </p> <p>SEARCH ENGINE OPTIMIZATIONPage Rank a definitionish| 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONPage Rank In smileys ;-)</p> <p>| 134Peder RudbeckTechnically correct site Applying W3C standards, good usability, applying SEO technically principlesLink buildingContent optimization Usage of keywords in content and well written contentKeyword Research Identify what the most relevant and obtainable keywords for your sites pages areSEARCH ENGINE OPTIMIZATIONElements of SEO62| 134Peder RudbeckAbides W3C standardsNo HTML errorsNo Css errorsAvoid all unnecessary codeMenu built as list view No Javascript menusNo Flash elementsAvoid frames..SEARCH ENGINE OPTIMIZATIONTechnical SEO</p> <p>63| 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONWebmaster tools and SEO</p> <p>64| 134Peder RudbeckJava script will generally not be read by search engines</p> <p>Do n...</p>