Google University
Google Analytics and Website Optimiser
Dyana Najdi, Customer Analytics Manager, EMEA
Lee Hunter, Product Marketing Manager
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Agenda
Who is this Google University for?
This session is aimed at people familiar with Search Engine Marketing who want to
learn about how to take online marketing to the next level using Google Analytics
and Website Optimiser
For areas not covered in this presentation please visit out Google Booth in the
exhibition area for questions
Topics to be covered in this session:
• Introduction to Web Analytics
• The Google Analytics User Interface
• Key Reports in Google Analytics
• Account structure and linking
• Website Optimiser
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What is Web Analytics?
Demonstrate how visitors find your website, how
they navigate and if they convert
1 Find
2 Navigate
3 Convert
Success Online
Online-Success
To be successful on the web
You need Web Analytics!
www.companyx.com
• Unique Call to action
• Sale, Lead, Branding, etc.
• And other Online Marketing
activities
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The Web Analytics Process
Acquire, Measure, Analyse, Test
3. Analyse: Staff
2. Measure: Web Analytics
1. Acquire
4. Test: A/B and multi-variate testing
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Web Analytics addresses one of the most
common business issues which companies face
What is the most difficult aspect of analytics for your company?
Acting on the findings
53%
Pulling together the data
Forming the hypothesis
24%
9%
Developing the analytical models
12%
Interpreting the results
3%
Source: Forrester Research 2005
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What is Google Analytics?
Free, hosted web analytics service that enables web site owners and marketers
to better understand and influence visitor behavior and generate a higher ROI on
marketing initiatives.
View over 80+ reports
 Online
 Download
 Email
Key Benefits
 Measure and evaluate ROI
on your marketing efforts
 Evaluate visitor navigation
to identify site improvements
 Track e-commerce metrics
such as revenue, cost, and
conversion rates
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How GA works
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How Google Analytics Works
1) Cookies set/reset
3) Reports updated hourly
2) Pageview
data collected
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3 steps to set up a
Google Analytics Account
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Setting Up Google Analytics
Step 1 – Sign up
• Visit http://www.google.co.uk/analytics to sign up for a Google
Account
• If you’re an AdWords user, you can log into your AdWords account
and click on the Analytics tab
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Setting Up Google Analytics
Step 2 – Enter your Website's URL.
• Make sure to select either http:// or https:// (if you are tracking a
secure website) from the drop-down list.
• Enter a title for this account in the Account Name field.
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Setting Up Google Analytics
Step 3 – Add the tracking code to your pages.
• Google Analytics only tracks pages that contain the Google Analytics
tracking code. You'll need to add this code to each page of your site.
• Your tracking code can be copied and pasted from the text box in the
“Instructions for adding tracking” section
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User Interface
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Initial Screen
Configuration
Report View
My Analytics Accounts
Profiles
Access Control
Filter Configuration
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Understanding the UI
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Report Structure
5 Main Categories:
1.
Visitors
- Visitor information such as loyalty, language, and location
2.
Traffic Sources
- Natural and paid sources of traffic
3.
Content
- Pageview information
4.
Goals
- Conversion rates and goal paths
5.
E-commerce
- Commerce tracking, visitor loyalty, revenue sources, and product-specific information.
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Calendar
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Data Over Time
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Exporting
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Email Reports
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Report Views
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Google Analytics Key Reports
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Geo Overlay Report
Help regionalise offline
advertising campaigns
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Top Content Report
Most viewed pages
Key stats for each page
Drill-down for more detail
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Site Search Report
What are people
looking for on your site?
Facilitates editorial
decision making
Market Research on
products in demand
Drive search marketing
strategy
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Goal Reporting
A website page viewed
by the visitor once they
have completed a
desired action
Examples of goal pages:
- Registration confirmation page
- Add to shopping cart
- Cart completion (proceed to checkout)
- “Thank you for purchasing” page
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Funnel Analysis
Defined navigation path
required in order to
reach a goal
Identify bottlenecks to
conversion
Pinpoint where visitors
leave the funnel and
find out where they go
Source: Google account
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Adwords Integration
Automatically import
AdWords cost data
Instant view of ROI on
AdWords spend
Identify best / worst
performing keywords
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Keyword Analysis
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Account structure and linking
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Profiles in GA – Same Web properties
Client Account (mysite.com)
Profile A
Profile B
www.mysite.com
www.mysite.com
e.g. filter out
internal staff visits
Filter 1
Filter 3
e.g. filter out all
US visitors
Filter 2
G1
G1
G2
G3
G2
e.g. Show only UK visits
G3
G4
G4
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Profiles in GA – Unfiltered Profile for all data
Client Account (mysite.com)
Profile C
www.mysite.com
G1
G2
G3
Profile shows all data
G4
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Profiles in GA – Differents Web properties
Client Account (mysite.com & anothersite.com)
e.g. Show only
US visitors
G1
Profile A
Profile B
www.mysite.com
www.anothersite.com
Filter 1
Filter 1
G2
G3
G4
G1
G2
e.g. Show only Fr visitors
G3
G4
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Website Optimizer
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The Web Analytics Process
Acquire, Measure, Analyse, Test
3. Analyse: Staff
2. Measure: Web Analytics
1. Acquire
4. Test: A/B and multi-variate testing
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Multivariate tests
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Multivariate tests
?
?
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Results in the AdWords-Account
[Benefit 3/Usage 3 Description]
www.google.com/websiteoptimizer
for the standalone version
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Website Optimizer Case Study
The Goal: BC Finance wanted to revamp their website to achieve
• More user-friendly navigation
• Reduced conversion costs
• Better customer loyalty
“The dark age of
web optimisation
is over,”
Hubert Barreaud,
responsible for
rankings at BC
Finance
The Methodology – BC Finance tested 24 homepage combinations
• Homepage split into eight distinct sections
• Each section tested with two or three variations
• Each test lasted between two to three weeks
The results – 15% increase in conversion rates
• Bounce rate decreased by 10%
• Duration of visits increased by 30%
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4 Top Takeaways
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Top 4 Take aways
1
Use Web Analytics to help Acquire, Measure, Analyse and Test to improve
your online presence
2
Set up your account and structure using Profiles and Filters
3
Manage accesses and involve relevant stakeholders using email reports
4
Use Website Optimizer to test and optimise your landing pages
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Help and Support
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Help and Support
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Conversion University
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After today’s session
Questions?
For any questions not covered in this presentation please
visit the Google Booth in the exhibition area for questions
Further e-mail queries
[email protected]
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