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Google University

Google University. Google Analytics and Website Optimiser. Dyana Najdi, Customer Analytics Manager, EMEA Lee Hunter, Product Marketing Manager. Agenda. Who is this Google University for?

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Google University

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  1. Google University Google Analytics and Website Optimiser Dyana Najdi, Customer Analytics Manager, EMEA Lee Hunter, Product Marketing Manager

  2. Agenda Who is this Google University for? This session is aimed at people familiar with Search Engine Marketing who want to learn about how to take online marketing to the next level using Google Analytics and Website Optimiser For areas not covered in this presentation please visit out Google Booth in the exhibition area for questions • Topics to be covered in this session: • Introduction to Web Analytics • The Google Analytics User Interface • Key Reports in Google Analytics • Account structure and linking • Website Optimiser

  3. 1 2 3 Navigate Success Online Convert Online-Success To be successful on the web You need Web Analytics! www.companyx.com • Unique Call to action • Sale, Lead, Branding, etc. • And other Online Marketing activities What is Web Analytics? Demonstrate how visitors find your website, how they navigate and if they convert Find

  4. The Web Analytics Process • Acquire, Measure, Analyse, Test 3. Analyse: Staff 2. Measure: Web Analytics 1. Acquire 4. Test: A/B and multi-variate testing

  5. Web Analytics addresses one of the most common business issues which companies face What is the most difficult aspect of analytics for your company? Acting on the findings 53% Pulling together the data 24% Forming the hypothesis 9% Developing the analytical models 12% Interpreting the results 3% Source: Forrester Research 2005

  6. What is Google Analytics? Free, hosted web analytics service that enables web site owners and marketers to better understand and influence visitor behavior and generate a higher ROI on marketing initiatives. • View over 80+ reports • Online • Download • Email • Key Benefits • Measure and evaluate ROI on your marketing efforts • Evaluate visitor navigation to identify site improvements • Track e-commerce metrics such as revenue, cost, and conversion rates

  7. How GA works

  8. How Google Analytics Works 1) Cookies set/reset 3) Reports updated hourly 2) Pageview data collected

  9. 3 steps to set up a Google Analytics Account

  10. Setting Up Google Analytics Step 1 – Sign up • Visit http://www.google.co.uk/analytics to sign up for a Google Account • If you’re an AdWords user, you can log into your AdWords account and click on the Analytics tab

  11. Setting Up Google Analytics Step 2 – Enter your Website's URL. • Make sure to select either http:// or https://(if you are tracking a secure website)from the drop-down list. • Enter a title for this account in the Account Name field.

  12. Setting Up Google Analytics Step 3 – Add the tracking code to your pages. • Google Analytics only tracks pages that contain the Google Analytics tracking code. You'll need to add this code to each page of your site. • Your tracking code can be copied and pasted from the text box in the “Instructions for adding tracking” section

  13. User Interface

  14. My Analytics Accounts Initial Screen Configuration Report View Profiles Access Control Filter Configuration

  15. Understanding the UI

  16. Report Structure 5 Main Categories: • Visitors - Visitor information such as loyalty, language, and location 2.Traffic Sources - Natural and paid sources of traffic • Content - Pageview information • Goals - Conversion rates and goal paths • E-commerce - Commerce tracking, visitor loyalty, revenue sources, and product-specific information.

  17. Calendar

  18. Data Over Time

  19. Exporting

  20. Email Reports

  21. Report Views

  22. Google Analytics Key Reports

  23. Geo Overlay Report Help regionalise offline advertising campaigns

  24. Top Content Report Most viewed pages Key stats for each page Drill-down for more detail

  25. Site Search Report What are people looking for on your site? Facilitates editorial decision making Market Research on products in demand Drive search marketing strategy

  26. Goal Reporting A website page viewed by the visitor once they have completed a desired action • Examples of goal pages: • Registration confirmation page • Add to shopping cart • Cart completion (proceed to checkout) • “Thank you for purchasing” page

  27. Funnel Analysis Defined navigation path required in order to reach a goal Identify bottlenecks to conversion Pinpoint where visitors leave the funnel and find out where they go Source: Google account

  28. Adwords Integration Automatically import AdWords cost data Instant view of ROI on AdWords spend Identify best / worst performing keywords

  29. Keyword Analysis

  30. Account structure and linking

  31. Profiles in GA – Same Web properties Client Account (mysite.com) Profile B www.mysite.com Profile A www.mysite.com Filter 3 Filter 1 e.g. filter out internal staff visits e.g. Show only UK visits Filter 2 e.g. filter out all US visitors G1 G2 G3 G4 G1 G2 G3 G4

  32. Profiles in GA – Unfiltered Profile for all data Client Account (mysite.com) Profile C www.mysite.com Profile shows all data G1 G2 G3 G4

  33. Profiles in GA – Differents Web properties Client Account (mysite.com & anothersite.com) Profile B www.anothersite.com Profile A www.mysite.com Filter 1 Filter 1 e.g. Show only US visitors e.g. Show only Fr visitors G1 G2 G3 G4 G1 G2 G3 G4

  34. Website Optimizer

  35. The Web Analytics Process • Acquire, Measure, Analyse, Test 3. Analyse: Staff 2. Measure: Web Analytics 1. Acquire 4. Test: A/B and multi-variate testing

  36. Multivariate tests

  37. Multivariate tests ? ?

  38. Results in the AdWords-Account [Benefit 3/Usage 3 Description] www.google.com/websiteoptimizerfor the standalone version

  39. Website Optimizer Case Study • The Goal: BC Finance wanted to revamp their website to achieve • More user-friendly navigation • Reduced conversion costs • Better customer loyalty • The Methodology – BC Finance tested 24 homepage combinations • Homepage split into eight distinct sections • Each section tested with two or three variations • Each test lasted between two to three weeks • The results – 15% increase in conversion rates • Bounce rate decreased by 10% • Duration of visits increased by 30% “The dark age of web optimisation is over,” Hubert Barreaud, responsible for rankings at BC Finance

  40. 4 Top Takeaways

  41. Top 4 Take aways

  42. Help and Support

  43. Help and Support

  44. Conversion University

  45. After today’s session Questions? For any questions not covered in this presentation please visit the Google Booth in the exhibition area for questions Further e-mail queries GoogleUniversityUK@google.com

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