Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the

guidelines below.

Reducing background noise…• If possible please can you mute your phone. If you are using a

headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.

• If unable to mute please keep background noise to a minimum.

If you are experiencing the following problems please close the call and reconnect;

• You are unable to connect to the meeting• You cannot see the presenters screen• You cannot hear clearly.

There will be a Q&A sessionduring the final 10 minutes

Website AnalyticsImprove your website performance and make your investment work for you…

IRUN Workshops

Our objective is to improve your knowledge across a

range of internet / business development topics.

This is intended to help you to make informed decisions

when engaging with your chosen supplier or raise

confidence if choosing to tackle ‘in house’.

Delivered every Thursday: 9.30am.

About IRUN…

Work with companies, clubs and charities of all sizes

throughout the UK.

An increasing local presence.

Provide a full range of business development / internet

marketing applications.

www.irunsolutions.co.uk

IRUN Workshop Series

Build & Manage Your Own Website

Website Design

Writing Effective Website Copy

Website Marketing

Search Engine Optimisation

Pay Per Click Advertising

Website Analytics

Contact Systems / Email Marketing

FREE to attend

every week

Thurs @ 9.30am

A request…

Please let us have your feedback.

If you feel able please let us have a testimonial.

Delivers a link back to your own website.

If you feel it is valuable please invite 2 other

people to attend a future workshop.

You are welcome to attend future events.

Previously…

The challenges most businesses face.

Your website: is it seen as a ‘cost’ or ‘investment’.

How create an effective website.

How to improve search engine performance.

Today…

Gaining an insight into your website traffic.

Ultimately it’s about…

1. Lead generation & conversion

2. Retention & relationship building

…making the phones ring

Webpage Objectives… (Goals)

Download a brochure

Sign-up for a newsletter

Subscribe to a mailing list

Request a product sample

Book a sales consultation

Purchase a product

Book a serviceSales

Leads

Prospects

Suspects

Intelligent business…

Attract Visitorsin your Target

Market

Convert Visitors into Paying

Clients

Up-sell, Cross SellBuild and Retain

Solicit for Referrals

Number of Leads

Generated

Number of Leads

Converted

Monetary Value of 1st Transaction

Average Gross Profit

Margin

Number of Transactions

per Year

Number of Referrals Per Year / client

Number of Years as a

Client

An Effective Website and

Communications Strategy for Prospects

An Effective Website That ‘Sells’ to the

Target Market

Professional Ongoing

Communications

Reminders and Reasons to

Return to the Website

Feedback Service Improvement

ReferralsSearch Engine

Marketing

An Effective Website

Website and communications strategy

Search Engine Marketing

An Effective Communications Strategy

Website AnalyticsImprove your website performance and make your investment work for you…

You’ve generated the ‘traffic’…

Google Adwords Search Engine Optimisation E-mail promotions Affiliates Blogs Press releases Direct Mail Print Advertising Joint ventures

But wouldn’t you like to know

How visitors are finding your site? How they navigate through it? What are they looking at? How long are they staying there? Are they coming back? Are they local? ….. …..

Overview

The data it provides

Live examples

How to access / load

Understand your trafficGoogle Analytics – an introduction

Google Analytics

Code (Javascript) which needs to be inserted into every page (html) of your website.

Access to huge amount of data…….the question is what to do with it.

Google Analytics

Monitor paid / unpaid traffic Track goal conversion Campaign ROI Unearth ‘hidden’ opportunities

….and it’s FREE

Google Analytics – The Advantages

Sufficient for most companies Easy to Implement Easy to Use Easy to Understand

….and it’s FREE

The four most common tasks to set up

Manage Profiles Filters Tagging Links Goals and Funnels

Once these are in place you will get comprehensive data about your web

traffic

Managing Profiles

A website profile is a set of rules that correspond to a domain and it will define the reports that you see.

You can also use profiles to track sub-domains, or different sections of your site – you set up multiple profiles with filters to get the data you want

Advantages are you can filter and segment data depending on your needs

Setting up Filters

Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports.

E.g remove the traffic from your company

Tagging Links

Tagging your online ads is an important prerequisite to allowing Google Analytics to show you which marketing activities are really paying off.

You don’t need to tag Google Adwords – as long as auto tagging is enabled this will be sorted for you

However you might want to tag other ad campaigns such as banner ads or perhaps an email campaign

Goals and Funnels

A goal is a way to measure your business objectives, the funnel is the path a visitor takes to get there.

You can have a maximum of 4 goals per profile

A typical goal would be – a thank you page, purchase confirmation page

Defining the funnel pages allows you to see how frequently visitors abandon goals, and where they go

Customer Journey Tracking – defining your funnel

Landing Pages– not always your ‘home page’

Funnel Path– the specific route you expect visitors to take

Money Page- opportunity for visitor goal completion

Goal Completion- Confirmation / thank you pages

Conversion Tracking…

Conversion occurs when a click on an Adword ad leads to an visitor action you have determined to be of value e.g. Purchase, sign-up, page view

Cookies are used to track the connection between the Adwords ad and the conversion page. When a match is made, Google records a successful conversion for you.

The cookie Google adds expires in approx 30 days. This measure, and the fact that Google uses separate servers for conversion tracking and search results, protects the user's privacy.

Once you’re set up you will see

Dashboard Visitors Traffic Sources Content Goals Conversion Tracking

Google Analytics - Dashboard

Visitors in given period

Site Usage

Geographic

TrafficSources

Content Statistics

Google Analytics - Visitors

Google Analytics – Traffic Sources

Linking strategy Pay Per Click

Organic Optimisation

Google Analytics – Keyword Reporting

Access to Google Analytics

Loading Analytics

Login to your Adwords account Go to the ‘Analytics’ tab

Place code on every page.

Step 1

Loading

Loading

Loading

Loading

Loading

Loaded into caption

Loading

Loaded into footer

Suggested actions

Ensure the tracking code is loaded.

Use the data to actively manage your website. E.g. Improve Landing Pages to enhance Conversion

Combine with PPC activity to enhance performance ~ tab in PPC account.

Test & measure…

IRUN Workshop Series

Build & Manage Your Own Website

Website Design

Writing Effective Website Copy

Website Marketing

Search Engine Optimisation

Pay Per Click Advertising

Website Analytics

Contact Systems / Email Marketing

FREE to attend

every week

Thurs @ 9.30am

Request

Please let us have feedback.

If you feel able please let us have a testimonial.

If you feel it is valuable please invite 2 other

people to attend a future workshop.

You are welcome to attend future events.

Thank youOpen Forum