how to mesure and optimise your roi using web analytics google
DESCRIPTION
Presentation by Alan BOYDELL (Google Analytics Manager, Southern Europe) from etarget conference. www.etarget.ruTRANSCRIPT
Alan BOYDELL, Google Analytics Manager, Southern Europe
How to mesure and optimise your ROI using Web Analytics
Analytics
- Part 1: General presentation -
Analytics
Analyse the performance of your online Marketing initiatives
Which campaigns offer the best ROI?
Analyse your post-clic activity
Determine which marketing initiatives are driving the best traffic to your site
Banner Advertising
Search Marketing & natural search
Email Marketing
Search Engine OptimizationReferrals
Affiliate Programs
Identify which indicators are the most relevant for you
Determine how to measure the success of your web site based on your business objectives
Track up to 200 goals per account
Key PerformanceIndicators
• Number of visits / Unique Visitors
• Sales, Average order value
• Page-views, Pages with publicity
• Sign-ups, Whitepaper downloads
• Etc …
How to create an account
Directly in AdWordshttp://adwords.google.com
Google Analytics standalone sitehttp://analytics.google.com
Google Analytics’ tracking code
Advice #2 :Place the tracking code a the
end of the page:
just before </body>
Advice #1 :place the code on EVERY page
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript"> _uacct="UA-xxxx-x"; urchinTracker();</script>
How Google Analytics works
4 “1st party” Cookies are placed
Javascript codeon every page
+1) Cookies are set
3) Reports are updated
2) Data is sent to GA servers
2 / Optimize your AdWords campaigns
What keywords are generating the most traffic?
Highly precise keyword tracking
Very graphic interface
Which keywords give you the best ROI (return on investment)?
ROI per keyword
Optimise your campaign based on
post-clic info
Detailed Analysis – Go beyond the CTR to improve your ROI
Find the most profitable position for you
Optimise your CPC to aim for the optimal position
Which position has the best ROI?
Find the most profitable position for you
Optimise your CPC to aim for the optimal position
Which position has the best ROI?
Find the most profitable position for you
Optimise your CPC to aim for the optimal position
Which position has the best ROI?
Find the most profitable position for you
Optimise your CPC to aim for the optimal position
Which position has the best ROI?
Compare different sources of traffic for a same keyword
Conversion rate per keyword per
source
Compensate your weakness in natural search using paid
search
3 / Optimize your website
The conversion funnelVisitors
Viewing a product category page
Viewing a product page
Viewing the shopping cart
Completing an order
1
2
3
4
Goal = visitors become customers
Optimize your conversion process to maximize
conversions
Where do most visitors drop out?
The conversion funnel
Optimize your conversion process to maximize
conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
18,5%
Search page
Reservation
Confirmation
Payment form
0.25%
59,6%
42,1%
37,4%
30,3%
95,4%
The reasons for visitor drop-out
Optimize your conversion process to maximize
conversions
Identify reasons for high drop-outExits = 95.4%
Exits = 59.6%
Exit Reasons:• Overlong payment form• Poor layout
Exit Reasons:• Poor search experience• Availability checker very clunky
Visitors
Customers
The conversion funnel
Optimize your conversion process to maximize
conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
Search page
Reservation
Confirmation
Payment form
0.25%
Improved layout
Improved layout
Removed
2.23%
Try it out for yourself!
analytics.google.com
Very simpleinstallation
Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords
Integrated with AdWords
Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design
Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web
Sophisticated, yet easy to use
Free
Sign Up Sign Up for Google Analytics
Install the Google Analytics tracking code on your site
Configure site goals in Google Analytics
View Reports
Next Steps:
Try it our for yourself!
analytics.google.com