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Join Volusion's marketing consultants as they simplify Google Analytics and show you how to use this tool to grow your online business!
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Confidential and Proprietary Information
Welcome to the Metrics: Google Analytics & Your Business
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Your HostsTori Leymeister, Marketing Consultant Team ManagerNatalie Stambro, Marketing Consultant
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Topics We’ll Cover Today
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Overview of the Analytics & its interfaceAcquisition & TakeawaysBehavior & TakeawaysConversions & TakeawaysBecoming Your Own ConsultantQ&AMarketing Services Discounts
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What is Google Analytics?
• Google Analytics is a free service offered by Google that provides metrics about a website's traffic, traffic sources, user behavior on the website, conversions and much more.
• You can access it here: http://www.google.com/analytics/ – If you need help getting set up, call 1-877-591-7006
• Slides and webinar recording will be emailed to you and available on our blog tomorrow
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Top Navigation
• Home• Reporting• Customization• Admin
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Reporting
The reporting tab is where the bulk of information is stored. This is where you will measure your website and analyze data. We will break this tab into four sections: date, filters, data and left navigation.
Date
Filters
Data
Left Nav
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Reporting – Date Range
Date
Filters
Data
Left Nav
• Click arrow in date range to customize the dates • Click the box next to “Compare to:” to compare the top date range with the previous
date range
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Reporting - Segments
Date
Filters
Data
Left Nav
• Click “system” and see all the automatic segments in Google Analytics
• All sessions, organic traffic and paid traffic will be areas of focus today
• You can also search to see other useful segments of traffic
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AcquisitionDig in to learn how you acquire users, how they behave on your site and what their conversion behavior looks like
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Quick Poll
Do you know what your primary channel of online marketing is?• Yes• No
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Acquisition Overview
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Acquisition – Quick Pulse for Gaps
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All Traffic
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All Traffic: Ecommerce
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Acquisition: Takeaways
• How is your website’s traffic
history?– Have you seen big traffic
changes?– Have you had a Google
organic traffic hit?– What is your seasonality?
• How to identify blind spots?
• How to show up for an important keyword?
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Has your site seen big traffic changes?1. Set the date range back as far as you can go2. Add Organic and Paid Traffic segments3. Review slumps or spikes
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Have you suffered a Google organic hit?1. Leave the date range back2. Click on “google/organic” source/medium
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Have you suffered a Google organic hit?3. Look for any dips4. Crosscheck with Google algorithm change history5. Act! There are many resources out there about how to recover from a hit.
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What is your website’s seasonality?
1. Keep date range back as far as it will go2. Review slumps or spikes – are they consistent yearly?
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Use your website’s seasonality• Use non-seasonal months to prep: inventory, marketing promotions, design, continue
or start SEO
• Encourage off season purchases: through email, social media
• Increase ad spend during seasonal months for paid campaigns
• Use coupons to increase conversion rate during seasonal months
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Acquisition: Takeaways
• How is your website’s traffic
history?• How to identify blind spots?– Are there blind spots
within your traffic mix?– How can you boost
revenue?• How to show up for an important keyword?
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Are there blind spots within your traffic mix?
• Low conversion rate overall across channels: work on site design and user experience• Increase paid Google efforts because they have the highest conversion rate
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How can you boost revenue?
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How can you boost AOV?
Average Order Value
% Increase AOV Monthly revenue*
Additional Revenue*
5% $69.46 $93,698.17 $4,460.02
10% $72.77 $98,166.73 $8,928.58
• Offer free shipping• Offer a free gift• Promote product bundles• Give tiered percentages off
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Acquisition: Takeaways
• How is your website’s traffic
history?• How to identify blind spots?– Are there blind spots
within your traffic mix?– How can you boost
revenue?• How to show up for an important keyword?
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How to show up for an important keyword?
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How to show up for an important keyword?
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Confidential and Proprietary Information 28
BehaviorLearn where your customers spend time and what causes them to leave
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Quick Poll
Do you know on what pages your visitors spend most of their time on your website?• Yes• No
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Site Content
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All Pages
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All Pages: Pageviews
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All Pages: Time on Page
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Shopping Cart Page Evaluation
Go through checkout and ask yourself:• Are my shipping prices calculating accurately?• Are there any signals of distrust?
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Landing Pages Overview
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Landing Page vs. All Pages
• In a search engine you search and click on the website www.JEVaudio.com– This will be treated as both All Pages and Landing Pages.
• If you then navigate to any other page, say www.JEVaudio.com/sony.asp– Then this won't count in Landing Page but it will count under All Pages
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Site Search Overview
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Site Search
A few things you’ll learn from site search:1. Add a site search bar to your website2. Search your popular terms on your website. 3. When checking the search terms, also take note: do any products you DON’T offer come up?4. Look for commonalities among searches
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Page load
Slow load time can be caused by many things. A few examples:• Unoptimized images • Custom flash• External embedded media
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Behavior: Takeaways
• How to identify lucrative landing pages?• Identify how to increase
popular links and promotions visibility.
• How to identify lucrative landing pages?
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All Pages
• Click on the column title to sort by Pageviews• High Pageviews + Low Bounce Rate = Good Landing Pages
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Behavior: Takeaways
• How to identify lucrative landing pages?• Identify how to increase
popular links and promotions visibility.
• How to identify lucrative landing pages?
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Search Terms
Some issues you can troubleshoot are : • If you search on your site and a product doesn’t show up but you sell it • If people are searching for a product on your site but is outside of your industry or niche
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Behavior: Takeaways
• How to identify lucrative landing pages?• Identify how to increase
popular links and promotions visibility.
• How to identify lucrative landing pages?
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In-Page Analytics
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In-Page Analytics
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ConversionsLearn where and when your customers convert on your site.
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Product Performance
Analytics has a few advantages over the Volusion dashboard:
• It shows itemized products including incentives so you can see how well different coupons/promotions are doing
• It also allows you to see which channel drove the sale of the product
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Multi-channel funnels - Overview
A channel can play three roles in a conversion path:
– First Interaction is the first referral on the conversion path; it’s a kind of assist interaction.
– Assist Interaction is any referral that is on the conversion path, but is not the last interaction.
– Last Interaction is the referral that immediately precedes the conversion.
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Top Conversion Paths
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Conversion timing
Looking at time lag, you can tell how important it is for all points of the purchase path to bring someone back to conversion, and you know that the ecommerce data from acquisition doesn’t tell the whole story.
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Conversion: Takeaways
• Which channels are best for
lead generation? • Which channels don’t really
contribute to revenue, but
are ALWAYS present in a conversion path?
• Which channels close the
sale? • How to make decisions based on your average purchaser?
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First Interaction
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Conversion: Takeaways
• Which channels are best for
lead generation? • Which channels don’t really
contribute to revenue, but
are ALWAYS present in a conversion path?
• Which channels close the
sale? • How to make decisions based on your average purchaser?
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Conversion Paths
• Conversion paths is a great why to identify great assisters in the browsing process that always lead to conversions
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Conversion: Takeaways
• Which channels are best for
lead generation? • Which channels don’t really
contribute to revenue, but
are ALWAYS present in a conversion path?
• Which channels close the
sale? • How to make decisions based on your average purchaser?
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Assisted Conversions > Conversions
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Conversion: Takeaways
• Which channels are best for
lead generation? • Which channels don’t really
contribute to revenue, but
are ALWAYS present in a conversion path?
• Which channels close the
sale? • How to make decisions based on your average purchaser?
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Conversion timing
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Boost Conversion Rate - Takeaways
How is your website’s
traffic history?
Have you seen big traffic
changes?
Have you had a Google
organic traffic hit?
What is your seasonality?
How to identify blind
spots?
How to show up for an
important keyword?
How to identify lucrative
landing pages?
How to determine if you
need to promote certain
products?
Identify how to increase
popular links and in-page
analytics.
Which channels are best
for lead generation?
Which channels don’t
really contribute to
revenue, but are ALWAYS
present in a conversion
path?
Which channels
close the sale?
How to make decisions
based on your
average purchaser?
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Be your own consultant
What is the main issue why revenue is down?A. Visitors aren’t buying as frequentlyB. Visitors aren’t spending as muchC. Fewer visitors are on the site
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Be your own consultant
Why is there more revenue when comparing year-over-year data?A. People are buying more frequentlyB. More people are visiting the websiteC. People are spending more money each purchase
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Be your own consultant
Using this website’s on-site search terms, what are 3 website recommendations this storeowner can make to boost conversion rate?
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Be your own consultant
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• Organic took a dive in December, and has been picking up steadily• Referrals took a dive in April and haven’t picked up
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Confidential and Proprietary Information 65
Q&AThank you! Please stick around for a survey post-webinar.
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Discounts on Marketing Services
66
Good throughout July 2014
• SEO Services
• Commit to 5 months of SEO service, we will give you the 6th month free• Purchase 3 months upfront, we will waive the set-up fee• Call 1-877-591-7006 to learn more
• Google Analytics and AdWords Setup Services
• Up to $200 off Analytics and AdWords setups• Call 1-877-591-7006 to learn more
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