web analytics in entrepreneurship
DESCRIPTION
Your website is going to be a big part of your startup venture and as entrepreneur you may rely even more heavily on online marketing. When doing this, you need to be able to use metrics to analyze how your online campaigns are doing. Furthermore, using analytics is a key part of a lean startup methodology which helps you build a product that customers like, using real data, meaning that you can move faster and make better decisions than if just relying on intuition.TRANSCRIPT
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
QUESTIONS
???????
Web Analytics in Entrepreneurship
Entrepreneurship, Goethe-Universität