Make Web Analytics Work For Your Business

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    13-May-2015

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  • 1.clickTRUE Confidential and Proprietary Make Web Analytics Work For Your Business By Adrian Tan

2. Private & Confidential 3. Private & Confidential 4. Private & Confidential Todays Ninja Exercise 1. Introduction to Google Analytics 2. How clickTRUE Works With Our Clients 3. Questions When Measuring For Success For Your Business 4. Answering your queries 5. clickTRUE Confidential and Proprietary Introduction to Google Analytics 6. Private & Confidential Google Analytics Overview Hosted web analytics tool that helps advertisers improve their site and increase their marketing ROI 7. Private & Confidential A Look Into What You Can Get 8. clickTRUE Confidential and Proprietary How clickTRUE Works With A Client A Major SG Car Dealer 9. Private & Confidential How It Starts (normally) $$$ - Have to use it since it is expensive $ - Should use it since it is there Free - Want to use it since it is free 10. Private & Confidential Roadblock 1 Overload Of Funky Figures 11. Private & Confidential Rockblock 2 Pages, Traffic, is that all? Equivalent to 12. Private & Confidential Roadblock 3 Inconsistency with other Figures The analytics figures are wrong. We had 512 orders in our [fill in the blank for sophisticated ERP system]. We cannot rely on it 13. Private & Confidential Roadblock 4 Inconsistency with logic 1. Traffic Sources 2. Missing Data 3. Wrong Marketing / Campaign attribution Mostly Direct Usual Situation 14. Private & Confidential Our Google Analytics Project With A Client Implement Determine Questions Analyse + Provide Intelligence - Coordinate with Web Developers - Troubleshoot, Enhance 15. Private & Confidential A Collaboration clickTRUE: Experience in Google Analytics Product + Web Analytics best practices Client (YOU): Knowledge of the business + Strategies for more profits 16. Private & Confidential We Use A Framework For Analysing 17. Private & Confidential Some Case Studies 18. clickTRUE Confidential and Proprietary Questions When Measuring For Success For Your Business 19. Private & Confidential What Makes A Good Site? 20. Private & Confidential What Makes A Good Site? Site A? 21. Private & Confidential 22. Private & Confidential A Good Site Accomplishes Your Goals 23. Private & Confidential A Web Analytics Measurement Model Helps! 24. Private & Confidential A Clear Picture Presented With Goals 25. Private & Confidential Are there one or two indicators we should focus on growing/are more important indicators? e.g. Are high page views more important that bounce rates? 26. Private & Confidential Quick Answer Yes And No 27. Private & Confidential Definition of Bounce Rate: Percentage of single-page visits or visits in which the person left your site from the entrance (landing) page Alternate Definition (credited to Avinash Kaushik): I came, I puked, I left 28. Private & Confidential However... Bounce Rate known as one of the most important and widely used metric Widely used and simple to understand Indicates how your customer is behaving and engaging with your site Actions can be taken to address the offending pages immediately 29. Private & Confidential BLOGS - Bounce Rate Incompatibility Many businesses and organisations maintain a blog with their corporate website e.g. blog.company.com , company.com/blog , SomeOtherURL_forTheBlog.com Blogs usually have Bounce Rates that are worse than the site average 11 30. Private & Confidential Pages where you expect your visitors to leave do not go well with Bounce Rates One Page Sign Up Forms Intention is to provide less distraction. User submits form and leaves. 22 31. Private & Confidential Directory to external sites Check on the number of referrals sent to the external sites for an indication of performance Pages where you want your visitors to leave do not go well with Bounce Rates 32. Private & Confidential Page containing ads that you want people to click on A better metric could be to assess the CTR for ads on the page. Pages where you want your visitors to leave do not go well with Bounce Rates 33. Private & Confidential Destination Pages - Doing their job so well that visitors bounce Pages that contain information that visitors are looking for User searches for clickTRUE addresss. Lands on a page with that specific info. Leaves satisfied. 33 34. Private & Confidential Which Of Your Content (Writers) Is Better Than The Rest? 35. Private & Confidential Identify Areas Of Interest Tag Category /Section Tag Writer Tag Article Tag Sharing Activity 36. Private & Confidential Generate The Metrics That Matter 1. Category, Section, Article Impact Page Views, Time spent 2. Writer Impact No of return visitors, page views Writer cost per page view Time spent writing versus reading 3. Sharing (a proxy for satisfaction level) No of times people share the articles 4. Unread Pages Need to identify through matching with your site list. 37. Private & Confidential A Sample Of A Content Report 38. Private & Confidential Besides website interactivity and more frequent content updates, and given a limited budget, are they any other ways to increase traffic to a site? 39. Private & Confidential I Know That QuestionI Hear It All The Time Competency = Manpower = Time = Money 40. Private & Confidential Web Analytics Can Help Reduce The Cost OFFLINE ONLINE Client Website EDM Print Ads HerWorld Referral Websites Counter Cards Social Media Search & Content Network Microsite 41. Private & Confidential Focusing On New Visitors Organic Sources Search Engine Optimisation Direct Existing readers, Events Referral Social Media Marketing on Facebook Cost Per Click Search Engine Marketing Email E-Newsletter 42. Private & Confidential What Are Users Actually Doing On My Website? 43. Private & Confidential Is There A Pattern? 44. Private & Confidential Find Patterns From Analytics 45. Private & Confidential Herd Your Visitors 46. Private & Confidential When is a good time to start selling stuff on the site? 47. Private & Confidential Selling Requires Traffic 48. Private & Confidential Making Comparisons With Your Competitors 49. Private & Confidential Grab Awards & Accolades 50. Private & Confidential How can I monitor the benefit of social media to my website? 51. Private & Confidential Numerous Social Media Listening Platforms 52. Private & Confidential Facebook Insights Keeping Data Within 53. Private & Confidential Your website is still linked by URLs to the rest http://www.clicktrue.biz/event/conversio n-optimisation-seminar- 2010/mailer2.html? utm_source=twitter&utm_medium=soci almedia&utm_campaign=CEO_campaig n 54. Private & Confidential Impact Of Social Media Collected in GA http://ctr.bz/tagyourlinks 55. clickTRUE Confidential and Proprietary Summarising 56. Private & Confidential Questions and Answers 1. What Makes A Good Site? Those that achieves your goals 2. Are there one or two indicators we should focus on growing/are more important indicators? Understand your indicators 3. Which Of Your Content (Writers) Are Better Than The Rest? Monitor impact 4. Given a limited budget, are they any other ways to increase traffic to a site? 80:20 rule. Understand efficiency 5. What Are Users Actually Doing On My Website? Track navigation and herd users 6. When is a good time to start selling stuff on the site? When you have an edge over your competitors 7. How can I monitor the benefit of social media to my website? Tag links 57. Private & Confidential ctr.bz/we_are_tracking_you