How To Learn What Your Customers Want With Google Analytics

HOW TO LEARN WHAT YOUR CUSTOMERS WANT – WITH GOOGLE ANALYTICS

Will Marlow, LLC

Founded in 2012

Google AdWords Certified Partner (2x) Search &

Display

Bing & Yahoo Accredited

Google Analytics Certified

Specialize in data-driven marketing for organizations

Will Marlow, LLC

PPT will be available at slideshare.net/willmarlow

Notes will be available at willmarlow.com/blog

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Presentation

How does Google Analytics work?

What can you do with Google Analytics?

You’ll learn some things that you can do yourself

Other things you’ll probably want to hire someone to do

for you.

Presentation Agenda

Free

Track user behavior on your website

Uses only non-invasive third-party cookies

Measure everything from basic activity (right away) to advanced

actions (customization required)

Google Analytics – Quick Introduction

What can you do with Google Analytics?

• Listening• Measuring• Testing

What is Listening?

What content on your website is most popular?

What keyword data are people looking for to find you?

What keyword data are people searching for on your website

itself?

What links, CTAs, and PDFs, are people clicking on?

Content Popularity

Content Popularity

Content Popularity

Content PopularityAdvanced Filtering by URL Keyword

Internal Site Search

Internal Site Search

Internal Site Search

Event Tracking – You Define It

Event Tracking – You Define It

Event Tracking – You Define It

Event Tracking – You Define ItAdvanced Filtering by URL Keyword

What can you do with Google Analytics?

• Listening• Measuring• Testing

What is Measuring?

This is all about measuring specific outcomes – goal tracking.

As well as visitor paths – funnel visualization.

Counting revenue– e-commerce tracking.

Goal Tracking Create Multiple Goal Definitions

Goal TrackingREVENUE GOAL / LEADS

CONTACT SUBMISSION

Measuring Goals

Measuring Goals

Measuring Revenue

Measuring Revenue from Keywords

Keyword A

Keyword B

Keyword C

Keyword D

Keyword E

Keyword F

Keyword G

Keyword H

Keyword I

Keyword JNote: keywords are obscured

Multi-Channel Funnels

What can you do with Google Analytics?

• Listening• Measuring• Testing

Experiments – Version A

Headline “A”

Note URL

Experiments – Version A vs. B

Headline “B”

Note NEW URL

Results of Experiments

Let’s set some stuff up.

If you want help measuring what your customers want on

your website, let’s talk.

Will Marlow

will@willmarlow.com m. 202.577.3350

Thank you.