The INs and OUTs of Google Analytics

WHAT IT DOES AND HOW TO USE IT

John Woodcock a.k.a. “Woody”● Web developer for over 17 years

● Using Google Analytics for more than 7 years

● Passionate about user experience

● I am addicted to getting results

How do I get RESULTS?

How do I get RESULTS?

TESTING

How do I get RESULTS?

TESTING+MEASUREMENT

How do I get RESULTS?

TESTING+MEASUREMENT+ADJUSTMENT

How do I get RESULTS?

TESTING+MEASUREMENT+ADJUSTMENT

RESULTS

Why Google Analytics?

It’s what Google Analytics doHelps you to analyze visitor traffic and paint a complete picture of your audience and their needs

It’s what Google Analytics doHelps you to analyze visitor traffic and paint a complete picture of your audience and their needsAllows you to trace the path your visitors take with tools like Traffic Sources and Visitor Flow

It’s what Google Analytics doHelps you to analyze visitor traffic and paint a complete picture of your audience and their needsAllows you to trace the path your visitors take with tools like Traffic Sources and Visitor FlowLets you see what your visitors are up to with tools like In-Page Analytics and Event Tracking

It’s what Google Analytics doHelps you to analyze visitor traffic and paint a complete picture of your audience and their needsAllows you to trace the path your visitors take with tools like Traffic Sources and Visitor FlowLets you see what your visitors are up to with tools like In-Page Analytics and Event TrackingGives you the ability to run and measure A|B tests to determine the best way to get your desired results

Get started with Google Analytics

Best Way To Get Results?

Get Started With Google Analytics

1. Sign up for Google Analytics

Get Started With Google Analytics

1. Sign up for Google Analytics2. Copy & paste the tracking code

Get Started With Google Analytics

1. Sign up for Google Analytics2. Copy & paste the tracking code3. Set up goals

Get Started With Google Analytics

1. Sign up for Google Analytics2. Copy & paste the tracking code3. Set up goals4. Test, measure, and adjust!

http://www.google.com/analytics

Setting Goals and Creating Funnels!

LANDING PAGE

DEMO PAGE

HARD SELL PAGE

SIGN UP FORM

THANK YOU PAGE

The funnel is very important. It showshow your visitors are interacting with your site.You can see how they progress toward your goal and where they drop out.

Setting Goals and Creating Funnels!

Setting Goals and Creating Funnels!

Funnels are all the pages that must be viewed during the path to completing a goal.● Goals are typically thank you pages

● Using Javascript you can set events as a goal

● Creating a funnel allows you see where the conversion

process breaks down

Web Experiments aka A|B Testing

Incoming Traffic

Variation

A

Variation

B WINNER!

Goal

Web Experiments aka A|B Testing

Google Analytics has limited testing that allows you to test full pages.1. Create two or more versions of a page2. Set up a goal that all pages will lead to3. Create Web Experiment

(found in Behavior > Experiments)4. Start the Experiment

COOL! Charts and stuff!

The Default Channel Grouping shows your overall stats and gives you a general idea of how your site is performing.

COOL! Charts and stuff!

● Look for trends like low traffic on weekdays● See spikes of traffic around social postings● Take action if your traffic is going down

COOL! Charts and stuff!

● Comparing data could highlight patterns● Maybe sales are higher on weekends so you

should probably run specials on Monday

Organic search traffic was the best conversion traffic for our site because our visitors were coming to our

site looking for a specific item: cakes

COOL! Charts and stuff!

Segmenting Data To Target Visitors

Segmenting allows you to filter your results and show data for that group of results.● Referrals from one particular site who converts

● Behavior flow analysis of Mobile and tablet traffic

● Ad Campaign traffic funnel visualizations

● Search traffic who exit prematurely

Knowing When To ADJUST...

If you see this DON’T PANIC!1. Check the page to make sure

the links work2. Check the referring pages and

be sure it’s clear where the links are going.

3. TEST, MEASURE, ADJUST!

My Super Cool Page

!!!!!

Final ThoughtsTips For Getting Better Results

Questions

http://whoisuserx.com

http://www.facebook.com/userxllc

https://twitter.com/WhoIsUserX