Getting more profit through your website

© eGenie 2015 www.egenie.biz

Welcometo

Getting More Profit Through your Website(You can’t improve what you don’t measure)


better prospects


Who are eGenie?

Deliver analytics to a number of large organisations:

eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEs Google & Bing certified Delivering increased profit


AgendaWhat should I measure?Google Analytics

• How does it work?• How do I get it on my site?• Terminology and Overview• How do I see the reports?

Reports• How do people find you?

• Campaigns• Channels• …

• What they do when they get there?• Content• Navigation

Case Studies


What should I measure?


Your web / social media sites are critical to the success of your business

All agree?


What should I measure? Website - Visitors? Twitter - Followers? Facebook – Fans? YouTube – Views? Instagram – Followers / Photo Likes?


What should I measure?From my Twitter feed:


What do you know about your website’s visitors?

Who are they? How are theygetting to your

site?

What are they doing once they

get there?

When are theyvisiting?



Who are your visitors?

Find out how many visitors you're getting and where they're located, so that you know where to focus your marketing budget.



How are your visitors finding you?Learn which search engines, blogs, or social networks drive most of your website’s traffic, and and increase your marketing efforts on those channels.



What are visitors doing on your site?Discover how long people stay on your site and which pages aren't being viewed as much. Increase visitor engagement by featuring your best content on your most popular pages.



When are most visitors coming to your site?Identify activity patterns, and be ready for corresponding increases in visitors.

Consider posting special offers on days that your website receives the most visits.



Measure progress towards your marketing objectivesSet goals in Google Analytics to understand if your website is helping you achieve your online objectives.

Use different goal types to measure different types of conversions, like online purchases, time spent on your website, or total pages visited.



Measurement Plan Business Objectives Strategies & Tactics Key Performance Indicators (KPIs) Targets Segmentation


Business Objectives Doable Understandable Manageable Beneficial

Specific, Measurable, Achievable, Realistic, Timely


Strategies / Tactics

Link to objectives Provide clarity Cover everything!


Key Performance Indicators (KPIs)


Targets


Segmentation







Case Studies


How does Google Analytics work?



How do I get Google Analytics on my site?


The “tracking code” on the websiteRight click on any page, “View Source” and look for:


Recommended implementation is via the “Google Tag Manager”


With some customisation you can track almost anything


With some customisation you can track almost anything


Terminology and Overview

© eGenie 2015 www.egenie.biz 30

Hierarchy of Terms

HitsPage Views

SessionUser



Users / Visitors

User defined by a “cookie” But:

• Cookies can be deleted• People use more than one device


Sessions

A session of continuous activity (i.e. all the hits) for one visitor to a website

30 minutes of inactivity generates a new visit


Beware Spam Traffic! Not all Visitors are real people! Google analyses any data sent to it with your ID You may not want this if:

• Someone copied your site, including the code• Automated systems send data to random IDs


Profiles, Filters and Goals


Implementation steps


To implement Google Analytics fully: Add the Google Tag Manager code to your site Use Google Tag Manager to:

• Add the Google Analytics code• Track any other events required

Create a filtered profile• Set up “Goals”

For additional reporting:• Link “Webmaster Tools” to Google Analytics• Link Google AdWords to Google Analytics


Linking Webmaster Tools to Google Analytics

Click on Property Settings in Google Analytics

Scroll down to Webmaster Tool Settings Select edit Add site to Search Console If the site is not listed, add a new site


Linking AdWords to Google Analytics Select Adwords Linking

under the property of the account

Select ‘+new link group’ and select the company’s AdWords account

Make a suitable title Link the accounts


Linking Google Analytics to AdWords

Go into Google AdWords Select Linked Accounts > Google Analytics Link the accounts

© eGenie 2015 www.egenie.biz41

How do I see the reports?


Sign in to Google Analytics


Click on the filtered profile








Case Studies


Who are your Visitors?

(Audience)



City


Service Provider


Service Provider


Demographics


Interests


New or Returning… Is their behaviour different?


Do you need a special mobile site?Conversions vs bounce rate?


How are your visitors finding you?

(Acquisition)



Which channels work best? Search vs Social


Referrals


ReferrersHidden gems can exist in the data!


How much traffic is driven by AdWords?


Which Campaigns are working?


Which Keywords are working?


SEO - Queries What are people looking for when they come to your

site?


Landing Pages Which pages are attracting traffic through SEO?


Campaigns


Campaigns – need to add campaign codes to all links


Attribution – What is it? Who gets the credit for the sale?


Attribution can be simple:


Attribution for Assisted Conversions


Types of Attribution “Last Interaction” is the default


Attribution Lots of Types:


What are visitors doing on your site?

(Behaviour)


How do they navigate around?


Pages Report – more than just Views…


Pages Report – How do people navigate?


Not just which Pages, but which areas of the site…


Landing Pages


Exit Pages


What do they search for onsite?


When are most visitors coming to

your site?


Build a Custom Report…


Segmentation





How do I segment my traffic?


Create a new segment…


See your report for that segment


View your segment…


… for any report


Segmentation Case Study


Analytics

Not quantitative – how many visitors

More about qualitative – how they behaved


We segmented by who saw what


Goal Conversions good, but wide variance


Can we improve site average?


Highest Conversion from those that read reviews:


Adding reviews to the Home Page:


Segmentation Re-cap Allows us to divide and analyse subsets

Draw insight from these subsets

Apply real improvements


Testing - Experiments

A/B Analysis




Identifying Problems


Types of problems


Clues



Causes Poor Web-design Lack of “convincers” Unengaging content Unexpected costs Technical errors



• How does it work?• Terminology and Overview• How do I get it on my site?• How do I see the reports?




Case Studies


Resources Google Analytics

• www.google.com/analytics/ Google Tag Manager

• www.google.co.uk/tagmanager/ Google Webmaster Tools

• www.google.com/webmasters/tools/ eGenie Campaign Tracking Tool

• www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/ eGenie “Bitesize Seminars”

• www.eventbrite.co.uk/o/egenie-7504543639 eGenie blog article on filtering out unwanted Visitors

• www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/

http://www.google.com/analytics/

http://www.google.co.uk/tagmanager/

http://www.google.co.uk/tagmanager/

http://www.google.com/webmasters/tools/

http://www.google.com/webmasters/tools/

http://www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/

http://www.eventbrite.co.uk/o/egenie-7504543639

http://www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/


Any [email protected]

www.eGenie.biz

01245 790388

mailto:[email protected]

http://www.egenie.biz/


Thank you


better prospects

Marketing

Getting more profit through your website