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Understand&TransformYourAnaly4cs

#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer

GoogleAnaly4csAdop4on–anevolu4onaryprocess

•  Nouse•  Installed•  Conversionsrecorded– Goals/E-commerceconfigured

•  KPIsagreedandmonitored•  Dashboardssenttostakeholders•  A=ribu+onmodelling–  Whichtrafficchannelsaretrulyworking?

•  Ac+ngondata– A/Btes+ngtoreducebounce,increaseconversions


IsGoogleAnaly4csinstalledonyourwebsite?

•  Yes,100%•  Idon’tknow•  Ithinkitis•  Howcanyoufindout?


Howcanyoutell?–Ghostery


HowoBendoyoulogin?

•  Everyday•  Everyweek•  Onceinabluemoon•  Iwouldnotknowhow•  No,Ihavenodesireorneed


Don’tloginmuch?–getadashboardsenttoyoueveryweek


Dashboards?

•  CanbebuiltinGoogleAnaly+cs•  Summaryofwebsite’sperformance–  IncludeKeyPerformanceIndicators(KPIs)

•  Keyperformanceindicators– Measure&trackperformance– Helpyoureact(CarSpeedometer)


Dashboardswithdatecomparison


SometypicalKPIs–over4me

•  Growth/declineinusers(people)– Growth/declineintheirsessions(visitstheymake)– Growth/declineinreturningusers(loyalty)– Growth/declineinnewusers(freshblood)– Growth/declineinenquiries(leadsforsalesteam)– Growth/declineinsales– Growth/declineinconversionrate

•  Toenquires/sales


TheABCmodel


Youraudience–age&gender

GA>Repor+ng>Audience>Demographics>Overview


Youraudience–Affinity&In-marketGA>Repor+ng>Audience>

Interests>Overview


Sowhat?

•  Well,ifpeoplewithspecificdemographicsand/orinterestsand/orintentbehaveina+veway– Buysomething– Converttoasalesenquiry

•  Youmightliketo…targetmoreofthese– VerypossiblewithAdWords– Withabespokecampaign


Youraudience–whataretheyusing?GA>Repor+ng>Audience>Mobile

>Overview


Useasegmenttoanalysemobileuserbehaviour


GA>Repor+ng>Audience>Overview

Smartphonegrowth


Sowhat?

•  Howdoesyoursitelook/behavewithsomeofthedevicesyouraudienceisusing?

•  Isyoursiteresponsive?•  Resolu+onandspeedarekeywithmobile•  AcceleratedMobilePages(AMPs)•  Poorexperienceswithmobile– Canlooseconversions


YourtrafficsourcesGA>Repor+ng>Acquisi+on>

Overview


Sowhat?

•  Well,ifspecifictrafficsourcesworkwellforyou

•  Youmightliketo…a=ractmoretrafficfromthesesources

•  Ifyouarepayingforthistraffic,isitprovidingareturn?


Yourusers’behaviour–bouncerateGA>Repor+ng>Behaviour>SiteContent>LandingPages(Weighted

sortbybouncerate)


Sowhat?

•  Well,ifyoucanreducedbounceonagivenpage– Bychangingcontent/offer/price,etc

•  Youmightfindmorepeoplecarryonanddosomething+ve– Buysomething– Converttoasalesenquiry


Doyourecordconversions?

•  Yes,requeststocontactusorsalesenquiries•  Yes,ourwebsite’ssales•  Idon’tknow•  What’saconversion?


Conversions-+veoutcomes(foryou)GA>Repor+ng>Conversions>Goals

>GoalFlow


Goalconversionbytrafficsource


GA>Repor+ng>Acquisi+on>AllTraffic>Source/Medium

Sowhat?

•  Well,ifyouknowwhataspecificmarke+ngcampaignisdoinginrela+ontoconversions

•  Youmight– Stopitandsavemoney–  Increasespendandgeneratemoresales/enquiries


Sitespeed–slowerthanaverage?GA>Repor+ng>Behaviour>Site

Speed>PageTimings


Sowhat?

•  Well,aslowsitecan:– AffectyourSEOrankings–  Increasethepriceofyourpaidsearch

•  Becauseofalowerqualityscore– Affectusabilityresul+nginhighbounce/lostconversions


APribu4on–didachannelassistorconvert?


GA>Repor+ng>Conversions>Mul+-channelFunnels>Assisted

conversions

Sowhat?

•  Well,youcouldbeundervaluingtrafficsources– Somemaybeusedearlyinthesalescycle

•  Notmeasuredonalastclickmodel


Somedashboardsforyou

•  E-commercedashboard– https://goo.gl/vPEuIw

•  Contentdashboard– https://goo.gl/IFGMUl


E-commercedashboard


ContentDashboard


Insummary….

•  SelectandMonitorKPIs•  MakesurethoseKPIsinclude– Conversionobjec+ve

•  Goals–Enquiries•  E-commerce–Sales

•  Starttomeasuregoalsconversionbytrafficsource

•  Starttolookata=ribu+on •  Starttoreceiveadashboard#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer

Sofromnowon,willyou?

•  Startlogginginmore?•  Getthoseconversionpointsconfigured?•  ThinkofsomeKPIs,andmonitorthem?•  Getadashboardsenttoyouandotherstakeholders?

•  Putasidesome+meeachweektoanalysethedashboard?

•  Doalloftheabove?•  Dononeoftheabove?


Assessinginmoredetail….


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