Understanding your web customers

Understanding Your Web Customers

Who are eGenie?

Deliver analytics to a number of large organisations:

eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEs Bing & Google certified Delivering increased profit

How do you do that?We fix two problems that all website owners face:

Visitors do not come to my site…

Visitors do not convert into Customers…

eGenie is a one stop shop:• Define goals• Define KPIs• Keyword Research• Write copy• Build website

• With SEO and conversion in mind!

• Market• Email• Social Campaigns• Referrals• PPC• Organic SEO• Offline Marketing

We analyse and test everything.Change what isn’t working and repeat.

Introduce yourself Name Company Do you currently have / look at Google Analytics What are you looking for today?

Agenda What should I measure? Google Analytics

• How does it work?• Terminology and Overview• How do I see the reports?

Reports• Who are your Visitors?• How do people find you?• What they do when they get there?

Identifying problems (and solving them!)

What should I measure?

What should I measure?From my Twitter feed:

What do you know about your website’s visitors?

Who are they? How are theygetting to your

What are they doing once they

get there?

When are theyvisiting?

Who are your visitors?

Find out how many visitors you're getting and where they're located, so that you know where to focus your marketing budget.

How are your visitors finding you?Learn which search engines, blogs, or social networks drive most of your website’s traffic, and and increase your marketing efforts on those channels.

What are visitors doing on your site?Discover how long people stay on your site and which pages aren't being viewed as much. Increase visitor engagement by featuring your best content on your most popular pages.

When are most visitors coming to your site?Identify activity patterns, and be ready for corresponding increases in visitors.

Consider posting special offers on days that your website receives the most visits.

Measure progress towards your marketing objectivesSet goals in Google Analytics to understand if your website is helping you achieve your online objectives.

Use different goal types to measure different types of conversions, like online purchases, time spent on your website, or total pages visited.

Reports• What do we know about your Visitors?• How do people find you?• What they do when they get there?

How does Google Analytics work?

Terminology and Overview

Hierarchy of Terms

HitsPage Views

SessionUser

Users / Visitors

User defined by a “cookie” But:

• Cookies can be deleted• People use more than one device

Sessions

A session of continuous activity (i.e. all the hits) for one visitor to a website

30 minutes of inactivity generates a new visit

Beware Spam Traffic! Not all Visitors are real people! Google analyses any data sent to it with your ID You may not want this if:

• Someone copied your site, including the code• Automated systems send data to random IDs

Profiles, Filters and Goals

How do I see the reports?

Sign in to Google Analytics

Click on the filtered profile

Who are your Visitors?

(Audience)

Demographics

Do you need a special mobile site?Conversions vs bounce rate?

How do people find you?

(Acquisition)

Which channels work best? Search vs Social

Referrals

How much traffic is driven by AdWords?

Which Campaigns are working?

Which Keywords are working?

SEO - Queries What are people looking for when they come to your

Campaigns

Campaigns – need to add campaign codes to all links

What do they do when they get

there?(Behaviour)

How do they navigate around?

Pages Report – more than just Views…

Pages Report – How do people navigate?

Landing Pages

Identifying Problems

Types of problems

Causes Poor Web-design Lack of “convincers” Unengaging content Unexpected costs Technical errors

What Next?• eGenie can set up (for FREE!)

• Filters• Goals

• Go away and look at the data!

Any questions?info@eGenie.biz

www.eGenie.biz

01245 790388

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