google analytics training
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TRANSCRIPT
Google Analytics Training
Hill & Knowlton, 15 Sep 2009
Agenda • Brief overview and features of Google Analytics
• Visitor analysis briefing – Sources, Visitors & Content
• Top 10 checks for daily or weekly website scan
• Enable H&K professionals to do website audits (tricks and hints to track improvement potentials)
• How to print, extract reports, fetch images for client presentation
• Q&As
Overview and features
• Tracking codes • Who can access, grant access • Statistics history from code
insertion date
Who are they? What do they want?
Visitors Content
Sources
Top 10 checks for daily/weekly scan
1. Monthly visits2. Map overlay (geography) 3. Languages4. Content drilldown (web pages)5. Site overlay (% clicks displayed)6. Top landing pages7. Keywords8. Referring Sites9. Network Location10.Navigation summary
Website audits (improvement potential)
• Analytics is super complex
• Web strategy depends on business model
Help your client set specific goals to achieve, fx:• We have three types of users -
and we want to qualify more online business with two of them
• We generally want more traffic - until then we don't care what they do on our site
• We need more visitors from Germany/Austria
• We want our "Services" pages to have 50% more visitors within three months
Website audits (improvement potential)
Visitors
• Pages per visito If low then page content not strong
• New vs. returningo Interactive websites want high
loyaltyo News portals want high loyaltyo H&K might want lots of new visitors
as your site doesn't serve frequent visitors
Sources
• Keywordso Are keywords related to
your name?o Or are they service
related?
• Traffic sourceso In top 20 find those to
influence, fx LinkedIn
• Map overlayo What area do you want to
strengthen?
Website audits (improvement potential)
Content
• Content drilldown, top 25o Pages with low exit make readers
stay on your site (adapt to high exit pages)
o Find peak of visits, narrow down the timeline. See what pages readers visited most. Compare to your activities on that date.
• Navigation summaryo You contact page would want high
exit rate• Entrance paths
o Pick /expertise.htmlo See which expertise are popular, fx,
transport (should you move it up?)
Make a goal- what do you want on your site?
Implement a tool on a page that brings you in contact with your client, fx:• contact form• survey / poll• submission of data• competition
Then play with content, navigation, entrance/exit to make visitors end up at that page
Extract reports, images etc.
• Create reportso To impress clients
• Visualise your viewo Animation viewo Send it to your client
Summary
- Google Analytics is great inspiration for website improvement- Work with specific goals- Distinct between your onsite and offsite efforts
• Questions & Answers• WebDialogue can create specific
reports and visualisations for you