How to measure your website

And get on the right track with web analytics

By

Chrilles Wybrandt Misura.dk

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Chrilles wybrandt

About Me

•  4 years with web analytics – full time Today I work as an independent web analytics consultant.

•  6 years as webmaster at Copenhagen Business School

•  12 years experience with IT

•  Working as a sub contractor for web- and marketing companies

•  Other customers: www.classichotels.dk, www.energinet.dk, www.travelmarket.dk, www.dtu.dk, www.ku.dk, www.egmont.dk among others.

Completing this webinar

Completing this webinar, you will:

1.  Have an overview of web analytics

2.  Understand why improved tracking is important

3.  Understand Goals in Google Analytics and how to set them up

4.  Be able to understand online campaign tracking in Google Analytics

Completing this webinar

And you will …

1.  Know where to begin your analysis

2.  Be aware of the most common challenges and mistakes – and maybe how to deal with them

3.  Get some excellent resources to help you get started

Ask Questions

You are welcome to ask (write) questions during the presentation.

I will do my best to answer – still focusing on the presentation.

What is web analytics about?

Web analytics is about measuring and optimizing success on your website.

Continuously…

Web Analytics Tools Free Tools

•  Google Analytics

•  Yahoo! Web Analytics

Not Free Tools

•  Webtrends

•  Adobe SiteCatalyst (Former Omniture SiteCatalyst)

Why tracking Get insights about

•  Traffic sources and keywords, fx Facebook & Mobile traffic

•  Your Visitors & their engagement on the website

•  Page- and Content performance

•  Online Campaigns, including newsletters

•  What content is consumed

Why tracking To optimize

•  Pages and navigation

•  Online Campaigns

•  Revenue

•  Usability

Why tracking To document

•  If your optimization is working

•  What is (not) happening on your website

•  It benefits, working with your website

•  You may even be able to have allocated more recourses if you can prove an improved performance

Getting on the right track

First collect some lovely data to analyze …

Standard tracking & Extended tracking

Standard tracking Standard tracking gives you

•  Number of Visitors

•  Traffic Sources & Keywords

•  Page Views

•  Time on site

•  Nice information – but not very useful if you want to optimize

That is easy. Just implement the standard Google Analytics tracking script. But you are still missing the most important stuff.

Extended tracking Extended Tracking Google Analytics configuration is important

•  Conversion Rates for Goals/KPI on you website

•  The ability to find your most successful campaigns, traffic sources and keywords

•  More valuable insights

Then you will get a benchmark for your visitors success on your website. This makes you see, if you are doing better or worse over time optimizing your website

Getting started 1.  Track data that you can trust

•  Remove your own data, track all pages (including 404-pages) and track all your campaigns (Banners & E-mails)

2.  Define and setup your goals in Google Analytics

3.  Investigate, Get insights and Focus on one thing at a time!

4.  Act on your findings •  fx reduce Bounce Rate or Improve conversion rate from landing page.

5.  Evaluate

6.  Investigate, optimize, evaluate, investigate, optimize, evaluate …

Traffic/segments

Exits…

Sources/ Segments

Your website goals

What goals do you have on your website?

What is important that visitors do on your website?

Goals are also called KPI – for

Key Performance Indicators

Kpi's on your website

1.  Newsletter signups

2.  Downloads of product sheets or white papers

3.  Completed Contact Forms

4.  Tip a Friend

5.  Content engagement – ex. Viewing more than X pages

6.  Time on site

7.  Viewing a video

8.  Reading a specific page – ex. The About us page or a product page

9.  RSS-Subscriptions

Key Performance Indicators = Activities showing website engagement / Visitor Success on the website (Goals in Google Analytics )

Other possible Kpi´s

Depending on your business and online strategy

•  Sell more products

•  More traffic from Search Engines (when doing SEO)

•  More conversions from Organic traffic (Search Engines)

goals & “value”

In Google Analytics, a goal is defined as a visitor completing a defined task – eg. a newsletter signup or a purchase of a product

•  A visitor can only fulfill each goal one time (pr. session).

•  Always assign a value to every goal to illustrate the aggregated value of that particular goal

How are we doing so far ..? Do you understand ..? Am I going too fast or slow ..?

Goal SETup

•  Notice the CHANGE in the url BEFORE and AFTER the form submit. A Unique URL is needed.

Goal SETup

•  Login to your Google Analytics account •  www.Google.com/analytics

•  Edit your profile

Goal SETup

•  Add a Goal

1.  Goal Name

2.  Goal Type

3.  How to detect goal

4.  Goal Value

5.  Funnel Visualization

1

2

3

4

5

Goal value over time

•  Goal value and conversion rate for my goal

•  Avg. conversion rate 8.45% of all Unique Visitors

•  Investigate why

However…

Tracking is not Optimizing!

Now start Optimizing…

Most important metrics

Start focusing on these metrics:

1.   Bounce Rates on most important pages •  Home Page and other Landing Pages •  Do you understand Bounce Rate (BR)?

BR is single page visitors! Visitors who come to your website, see one page, and then leave. Why do they leave is the question you need to find answers to. What they see is not what they expected OR all the information they needed were on that page (phone no. on a contact page)

2.   Conversion Rates for your Google Analytics goals

Start optimizing here

Start to optimize •  Your Newsletter Signup

•  Always make it clear why I should sign up to your newsletter. What is in it for me?

•  Your shopping funnel

Optimizing the shopping funnel

Investigate Shopping Funnel •  Look for usability issues

•  Ask your visitors

•  Test & Optimize Issue here?

More optimizing Optimize Home Page and other Landing Pages

•  Every landing page should answer these questions: •  Where am I?

•  What should I do? •  Why should I do it?

•  How do I do it? If that is not clear, then you have opportunities for big improvement.

•  Minimize High Bounce Rates. Avoid visitors leaving your page on first page view. Make a Clear Call to Action. Recommended reading: Don’t Make Me Think by Steve Krug

•  Watch these webinars and get inspired: Homepages Optimized - How using the homepage as a channel led to a 59% increase in conversion OR Homepages Optimized

And more optimizing Your Online Campaigns

•  E-mials and Banners

•  Learn what is working / what campaigns is giving the highest ROI

•  Campaign A:

•  You only have Visitors and Orders in Google Analytics. So, this calculation you have to make on paper.

•  Find more details here: http://www.kaushik.net/avinash/2011/03/web-data-analyses-techniques-analysis-ninjas.html

Campaigns I Google Analytics

•  Adwords campaigns in Google Analytics

Payment Completed: Value:

Analyzing your website – think about

•  Find your business objectives. What is important to your business and “What do you want to improve”

•  Look at numbers over time Good and bad numbers does (almost) not exist. •  70% Bounce Rate is bad. But, if it was 90% one month ago, it is good. •  Avg. page views pr./visitor (look at segments)

•  Focus optimizing one goal or business objective at a time – you will not be able to optimize everything on the website in one day (or month…) Also, focusing will help you limit the time you need to spend in Google Analytics

Common mistakes 1.  Not being aware of the possibilities web analytics

2.  Goals are missing

3.  No online strategy for the company – don’t know what to track / where to focus

4.  Missing Campaign tracking – not being able to compare campaigns

5.  Not enough time or resources

6.  No acknowledgement from the management

7.  Not comfortable measuring performance – gut feelings are better because that is what we always have done and I still have my job

8.  Getting started feels too technical (It is not if you can communicate with your IT-department)

Other useful tools Other free tools that can help you to get insights and optimize your website

•  URL-builder for Online Campaign Tracking. Use it when tracking your newsletters and banners. Never use it or internal campaigns fx product promotions. •  http://www.roirevolution.com/google-analytics/google-analytics-url-builder.php

•  Google Webmaster Tool – will tell you, what Google think of your website •  www.google.com/webmasters/

•  Google Website Optimizer for A/B-testing and MVT-testing. Optimize and find your best performing landing pages •  www.google.com/websiteoptimizer

•  CrazyEg for Heat mapping. See where your customers click on your web page. www.crazyegg.com (not free)

Recommended Book & Blog

•  “Don’t Make Me Think” by Steve Krug. An excellent book about common sense usability.

•  A fantastic blog – get inspired here •  http://www.kaushik.net/avinash/

•  The Difference Between Web Reporting And Web Analysis •  Three Amazing Web Data Analyses Techniques For Analysis

Ninjas •  Web Analytics 101: Definitions: Goals, Metrics, KPIs,

Dimensions, Targets •  www.marketingexperiments.com

Further training I can help you:

1.  To fine tune your Google Analytics

2.  With an intensive Google Analytics training based on your website data

3.  To find areas, where your website is underperforming

4.  To get full tracing of all your online campaigns

Always feel free to give me a call for an analytics talk +45 3029 5505

Lets talk about your options. Just give me a call. Please use promotion code: LEANDER and get 20% off.