web analytics in entrepreneurship

Web Analytics in Entrepreneurship

Entrepreneurship, Goethe-Universität

Web Analytics in Entrepreneurship

Entrepreneurship, Goethe-Universität

AGENDA

Setting goals Metrics Reports Conversion Social Media Decision Making

WHO AMI?

erik bernskiöld

Consultancy Web & Digital Strategy

WordPress Web Agency

Analytical Mindset

IDEAS

PRODUCT

MEASUREMEASURE

DATA

MEASUREBUILDMEASURELEARN

IDEAS

PRODUCT

MEASUREMEASURE

DATA

BUILDMEASURELEARN

GOALSSETTING PROPER

GOALSMORE SALES

MORE VISITORS

HIGHER REACH

HIGHER ENGAGEMENT

MORE CONVERSIONS

…

KPIsSALES

VISITORS

REACH

ENGAGEMENT

CONVERSIONS

…

PRIMARY GOALby

IMPROVING “FEATURE X”

USER GROWTHGREAT EXPERIENCES

GOOGLE ANALYTICS

GOOGLE ANALYTICS

Free & Powerful

METRICSCENTRAL

PAGEVIEWS vs. SESSIONS

Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

- Google Analytics

PAGES PER SESSION

AVERAGE SESSION DURATION

REPORTSUSEFUL

REFERRALS

GEOGRAPHY

DEMOGRAPHICS

USERS FLOW

HEAT MAPS & CLICK MAPS( )

CONVERSION

A user completes an action that is

positive to us.

GOAL TRACKING

www.mysite.com/product

Complete a form

Thanks for…

www.mysite.com/product

Complete a form

100%

Thanks for…

70%30%

SOCIAL MEDIAMEASURING

REACH INTERACTIONS Clicks, Likes, Shares, Comments… (CONVERSIONS)

ADDITIONAL METRICS

FACEBOOK INSIGHTS

TWITTER ANALYTICS

DECISION MAKING

IDEAS

PRODUCT

MEASUREMEASURE

DATA

MEASUREBUILDMEASURELEARN

UNDERSTANDING USER BEHAVIOR

A/B TESTING AD CAMPAIGNS

BEWARETOO LITTLE

AVAILABLE DATA!

BEWARELACK OF

COMPARISON!

AGENDA

Setting goals Metrics Reports Conversion Social Media Decision Making

Contact Meerik@bernskioldmedia.com

www.erikbernskiold.com

@ErikBernskiold

facebook.com/bernskiolderik

QUESTIONS

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Web Analytics in Entrepreneurship

Entrepreneurship, Goethe-Universität