Google Analytics Training

Hill & Knowlton, 15 Sep 2009

Agenda  • Brief overview and features of Google Analytics 

• Visitor analysis briefing – Sources, Visitors & Content

• Top 10 checks for daily or weekly website scan 

• Enable H&K professionals to do website audits (tricks and hints to track improvement potentials) 

• How to print, extract reports, fetch images for client presentation 

• Q&As 

Overview and features

• Tracking codes • Who can access, grant access • Statistics history from code

insertion date

Who are they? What do they want?

Visitors                          Content

Sources

Top 10 checks for daily/weekly scan

1. Monthly visits2. Map overlay (geography) 3. Languages4. Content drilldown (web pages)5. Site overlay (% clicks displayed)6. Top landing pages7. Keywords8. Referring Sites9. Network Location10.Navigation summary

Website audits (improvement potential)

• Analytics is super complex

• Web strategy depends on business model

Help your client set specific goals to achieve, fx:• We have three types of users -

and we want to qualify more online business with two of them

• We generally want more traffic - until then we don't care what they do on our site

• We need more visitors from Germany/Austria

• We want our "Services" pages to have 50% more visitors within three months

Website audits (improvement potential)

Visitors

• Pages per visito If low then page content not strong

• New vs. returningo Interactive websites want high

loyaltyo News portals want high loyaltyo H&K might want lots of new visitors

as your site doesn't serve frequent visitors

Sources

• Keywordso Are keywords related to

your name?o Or are they service

related? 

• Traffic sourceso In top 20 find those to

influence, fx LinkedIn

• Map overlayo What area do you want to

strengthen?

Website audits (improvement potential)

Content

• Content drilldown, top 25o Pages with low exit make readers

stay on your site (adapt to high exit pages)

o Find peak of visits, narrow down the timeline. See what pages readers visited most. Compare to your activities on that date.

• Navigation summaryo You contact page would want high

exit rate• Entrance paths

o Pick /expertise.htmlo See which expertise are popular, fx,

transport (should you move it up?)

Make a goal- what do you want on your site?

Implement a tool on a page that brings you in contact with your client, fx:• contact form• survey / poll• submission of data• competition

Then play with content, navigation, entrance/exit to make visitors end up at that page

Extract reports, images etc.

• Create reportso To impress clients

• Visualise your viewo Animation viewo Send it to your client

Summary

- Google Analytics is great inspiration for website improvement- Work with specific goals- Distinct between your onsite and offsite efforts

• Questions & Answers• WebDialogue can create specific

reports and visualisations for you