advanced google analytics: top 10 things your association should be measuring (but probably...
TRANSCRIPT
ADVANCED GOOGLE ANALYTICS
Top 10 Things Your Association Should be Measuring
(But Probably Isn't)
Twitter Hash Tag: #WebLink
#WebLink
BENJI CRAIG Senior Web Designer
– 17 years experience designing websites / 13 years for associations and chambers
– Website, SEO and Analytics – Married for 15 Years with
2 Boys
#WebLink
ABOUT WEBLINK
ABOUT WEBLINK
• Leading Software and Website Provider to 600+ Chambers of Commerce and Business Associations
• Established in 1996
• SaaS Company (Software as a Service)
• Based in Indianapolis, Indiana
• 60 Employees
• 94% Customer Retention Rate
#WebLink
WEBLINK ASSOCIATION CLIENTS
#WebLink
WEBLINK CHAMBER CLIENTS
#WebLink
PRE-WEBINAR QUESTION
What is your level of Google Analytics knowledge?
#WebLink
68% 27%
4% 1% BeginnerCompetentProficientExpert
WEBSITE
#WebLink
BUILD AWARENESS #WebLink
GROW LOYALTY & RETENTION
#WebLink
MAKE INFORMED DECISIONS
#WebLink
BUILDING A BUSINESS #WebLink #WebLink
MAKE THE BOSS HAPPY #WebLink
ADVANCED GOOGLE ANALYITCS
#WebLink
ADVANCED GOOGLE ANALYITCS
1. Audience -> Demographics ->
Location
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #1
Knowing where your traffic and audience is coming from can help with content development and online/offline marketing efforts
#WebLink
ADVANCED GOOGLE ANALYITCS
2. Audience -> Mobile -> Overview
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #2
Understanding if your website is properly addressing the mobile user experience
#WebLink
ADVANCED GOOGLE ANALYITCS
3. Traffic Sources -> Overview
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #3
Know how your users are finding your website and locate the best opportunity for growth
#WebLink
ADVANCED GOOGLE ANALYITCS
4. Traffic Sources -> Search -> Organic
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #4
Understand your website audience and how to use industry terms to develop additional content
#WebLink
ADVANCED GOOGLE ANALYITCS
5. Traffic Sources -> Social -> Overview
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #5
Understand the value of social and utilize the proper channels with the least amount of effort and highest return
#WebLink
ADVANCED GOOGLE ANALYITCS
6. Content -> Site Content ->
All Pages
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #6
Don’t look at data as a single point, compare the information annually or from month-to-month and understand what other activities might have created a change
#WebLink
ADVANCED GOOGLE ANALYITCS
7. Content -> Site Content -> Landing Pages
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #7
Review pages individually for the best determination of success or failure and, when necessary, to look for action items for non-performing pages
#WebLink
ADVANCED GOOGLE ANALYITCS
8. (a) Content -> Events -> Overview
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
ADVANCED GOOGLE ANALYITCS
8. (b) Content -> Events ->
Top Events
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
Page Load
Content Start
End Content
Bottom of Page
ADVANCED GOOGLE ANALYITCS
8. (c) Content -> Events ->
Top Events
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #8
Determine on-page activities for greater insight into user engagement and to drive higher conversions
#WebLink
ADVANCED GOOGLE ANALYITCS
9. Conversions -> Goals ->
Funnel Visualization
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #9
Now that you know how users found your website, increase conversions by finding and correcting break points in the desired user click stream
#WebLink
ADVANCED GOOGLE ANALYITCS
10. My Stuff -> Shortcuts
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
KEY TAKEAWAY #10
You did the hard work, now make it simple for next time
#WebLink
ADVANCED GOOGLE ANALYITCS
Additional Resources for Google Analytics
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
ADVANCED GOOGLE ANALYITCS
• Google Analytics Blog http://analytics.blogspot.com/ • Google Analytics on YouTube http://www.youtube.com/googleanalytics • Google Analytics IQ Lessons http://www.google.com/intl/en/analytics/iq.html?&rd=1
• Google Analytics Official Forum http://productforums.google.com/forum/#!forum/analytics
• Google Analytics Google+ Community https://plus.google.com/u/0/communities/114481059214254340537
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
ADVANCED GOOGLE ANALYITCS
• Avinash Kaushik http://www.kaushik.net/avinash/
• Justin Cutroni http://cutroni.com/blog/
• Benji Craig http://www.weblinkinternational.com/blog
#WebLink
Top 10 Things Your Association Should be Measuring (But Probably Isn't)
ASSOCIATION & CHAMBER WEBSITES
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue
#WebLink
ABOUT WEBLINK
• Membership Management Software
• Website Design & Development
• Non-Dues Revenue Programs
#WebLink
AN INTEGRATED SOLUTION
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
#WebLink
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
A QUESTION
#WebLink
THANK YOU!
Learn more... WebLink International 3905 West Vincennes Road, Suite 210 Indianapolis, IN 46268 Phone: 317-872-3909 Toll-free: 1-877-231-4970 www.weblinkinternational.com
#WebLink