Web Analytics: Data drive decisions

Web Analytics class at the University of Hawaii's Pacific New Media program.

Transcript

1. @Rob Bertholf Web Analytics Data driven decisions @Rob Bertholf http://robbertholf.com
2. @Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199
3. @Rob Bertholf Introductions • Name • Industry • Desired Takeaways
4. @Rob Bertholf Desired Takeaways • Overview of Analytics • Learn what Web Analytics tracks • How to add tracking code to your site • Create ways to track conversion
5. @Rob Bertholf Terms to Know • Web Browser • HTML • JavaScript • Analytics • Tracking Code
6. @Rob Bertholf What is Web Analytics? The study of the online experience in order to improve it.
7. @Rob Bertholf Why Analyze? Stop burning your money you fool!!!!
8. @Rob Bertholf Why wouldn’t you analyze? • Find out what is working • Identify things that are not working • Calculate return on investment • Dominate your niche
9. @Rob Bertholf How to analyze: • Pay closer attention to the bigger picture & trends. • Compare data against itself • Consider leveraging both server log data and page tag data into a hybrid approach.
10. @Rob Bertholf Who Should Measure? Short answer: everyone.
11. @Rob Bertholf Webmaster • Can people access it? • What is the load time? • What browsers?
12. @Rob Bertholf Content Marketer • Where are you best engaging your visitors? Which topics should you write about? • What are your visitors looking for? • Where are you losing your visitors?
13. @Rob Bertholf Social Media Marketer • Which social channels are sending most qualified traffic? • Which social posts convert the best? • How is social traffic converting (first touch attribution)
14. @Rob Bertholf eCommerce Manager • Which products are selling best? • How is your cart abandonment?
15. @Rob Bertholf Executive • What marketing efforts are working? ◦ Traditional Marketing ◦ Banner Ads ◦ Search Engines / SEO ◦ Paid Marketing / PPC ◦ Email • How well are you engaging? • How well are you converting?
16. @Rob Bertholf Got Analytics?
17. @Rob Bertholf Types of Analytic Software Server Log Browser Client Social Media (In Platform / 3rd Party)
18. ClickTale.com
19. CrazyEgg.com
20. Google Analytics
21. @Rob Bertholf Evolution of Google Analytics Urchin 2005: urchin.js 2007: ga.js 2012: analytics.js
22. @Rob Bertholf Now we will cover... • Creating Google Analytics Account • Installing Google Analytics in your Website • Configuring your profile with best practices • Setting goals and defining success • Content Marketing • Breaking down by channel
23. @Rob Bertholf How to get Google Analytics Quick overview for installing Analytics
24. @Rob Bertholf Register at Google.com/Analytics
25. @Rob Bertholf Create a New Account
26. @Rob Bertholf Pick your preferences
27. @Rob Bertholf Accept Terms
28. @Rob Bertholf Get Your Code
29. @Rob Bertholf Install Into Website via WordPress Plugin Manually < />
30. @Rob Bertholf Manually
31. @Rob Bertholf Yoast Google Analytics
32. @Rob Bertholf Yoast Google Analytics
33. @Rob Bertholf Verify Installation
34. @Rob Bertholf Google Analytics Demo of Google Analytics
35. @Rob Bertholf Test drive Google Analytics. Vroom. http://google.com/analytics
36. @Rob Bertholf Tour • Select Account • Report • Custom Reporting • Admin (Settings)
37. @Rob Bertholf Adding Filters Garbage in, Garbage out.
38. @Rob Bertholf But First! Create initial profiles: • Raw Data: no filters, unaltered, pure data • Test Data: the testing ground where you install filters, set goals and add stuff that alters the data. Once you know it’s working, then you add it to the Master Data profile. • Master Data: the working copy of your data, this is the data you use for reporting.
39. @Rob Bertholf Filter Your Data (Master Profile)
40. @Rob Bertholf Regular Expressions (RegEx) See side two of handout for information.
41. @Rob Bertholf Settings > Connect: • Google AdWords This will allow you to share data across Google Analytics and AdWords • Google AdSense This will allow you to see how content is performing with Google AdSense • Google Webmaster Tools This will allow you to share Webmaster Tools data with Google Analytics
42. @Rob Bertholf Answer the most important question: How many hits does my website get?
43. @Rob Bertholf Is this the right question to ask? HIT COUNTER You are visitor number 0 0 0 1 2 8 2 8 2 9 1 . since 1995
44. @Rob Bertholf Progression of Metrics Hits Page Views Visits / Session Unique Visit Unique User
45. @Rob Bertholf Hits • Each request from the browser to the web server is an individual hit. • Multiple hits generated each time the page loads.
46. @Rob Bertholf • Number of times a web page has been displayed. Page Views
47. @Rob Bertholf Visit (Session) • Could be the same person in different sessions • Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)
48. @Rob Bertholf Unique Visit • The uniquely identified client that is generating page views or hits within a defined time period.
49. @Rob Bertholf Unique User • Identified from logging into a site with a username and password or other method • Can track user despite the computer they use to access the site
50. Acquisition: How are you getting your visitors?
51. Overview >
52. @Rob Bertholf Two main channels of web analytics Safari / Chrome / Firefox / Internet Explorer http://yourdomain.com URL: Click on the link to this really great website at http://yourdomain.com Direct Referral
53. @Rob Bertholf Referral Traffic “Referral” is what is left over after you remove traffic from the Search Engines and Social Media
54. @Rob Bertholf #PROTIP: Filter Organic Traffic Remove branded keywords from Organic search traffic. These should be “Direct”: www.mydomain.com Google Your Company Name Google
55. @Rob Bertholf #PROTIP: Filter Organic Keywords
56. @Rob Bertholf Back to the data! Best Google Analytics view is: Acquisition > Channels
57. Channels
58. @Rob Bertholf New Term: Bounce Rate • The percentage of visitors to a particular website who navigate away from the site after viewing only one page. • Target range < 25% - 40% • Drill down to specific Source to troubleshoot
59. @Rob Bertholf #PROTIP: Decrease Bounce Rate How many of your employees use your website as your start page?
60. @Rob Bertholf Find your IP address
61. @Rob Bertholf Filter Your Data
62. Organic Traffic
63. Social
64. Audience: Who is visiting your website?
65. Audience >
66. @Rob Bertholf Additional Code Needed Need to add: ga('require', 'displayfeatures'); or use: https://wordpress.org/plugins/google-universal-analytics/
67. Browser
68. @Rob Bertholf #PROTIP: Browserstack Use www.BrowserStack.com to test your website on multiple browsers to see how your customers see your site!
69. Mobile
70. @Rob Bertholf Mobile Traffic What percentage of users are coming from mobile devices? How do they see your website from a mobile device? Is your website “Responsive”?
71. Behavior How effective is your site?
72. Behavior >
73. Landing Pages
74. Exit Pages
75. @Rob Bertholf #PROTIP: Decrease Exit Rate Find pages which have high exit rate (and are not your driving directions or contact page) and add a call to action to re-engage the visitor.
76. @Rob Bertholf More at Google WebMaster Tools Improve Your Performance!
77. Page Speed
78. Suggestions
79. @Rob Bertholf Visualized Data Understand your visitors behavior!
80. Site Search
81. In Page Analytics
82. Visitor Flow
83. @Rob Bertholf Visitor Flow Study your visitor flow! Where are you losing your visitors? How logical is your navigation structure? How easy is it to find your menu?
84. Conversion Is it driving the intended actions?
85. @Rob Bertholf Progression of Conversion Events Goals eCommerce
86. @Rob Bertholf Event • Event tracking is a simple way to track how users are interacting with your site. • You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]);
87. Events
88. Top Events
89. @Rob Bertholf Goal • This should be a wide range of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. • Associate monetary value with these goals if possible.
90. @Rob Bertholf Funnel Visualization • Where do we lose the visitor? (Multi step form or conversion path)
91. @Rob Bertholf eCommerce • Ecommerce tracking will allow you to understand not only how much revenue you're making but what channels are responsible for driving revenue
92. @Rob Bertholf Google Webmaster Tools http://google.com/webmasters
93. @Rob Bertholf http://robbertholf.com See SEO tutorial for Google Webmaster Tools information
94. @Rob Bertholf Social Analytics
95. @Rob Bertholf Native Analytics • Facebook Insights • Twitter: Hootsuite/SproutSocial/SManalyzed • Instagram: IconoSquare.com
96. @Rob Bertholf SManalyzed.com
97. @Rob Bertholf http://robbertholf.com See Social Metrics tutorial for more information
98. @Rob Bertholf Questions? @Rob Rob@Bertholf.com
99. @Rob Bertholf Found this useful? Tell me! Please tweet: “.@Rob, just saw the #Analytics tutorial and though it was _________”.