Alan BOYDELL, Google Analytics Manager, Southern Europe

How to mesure and optimise your ROI using Web Analytics

Analytics

- Part 1: General presentation -

Analytics

Analyse the performance of your online Marketing initiatives

Which campaigns offer the best ROI?

Analyse your post-clic activity

Determine which marketing initiatives are driving the best traffic to your site

Banner Advertising

Search Marketing & natural search

Email Marketing

Search Engine OptimizationReferrals

Affiliate Programs

Identify which indicators are the most relevant for you

Determine how to measure the success of your web site based on your business objectives

Track up to 200 goals per account

Key PerformanceIndicators

• Number of visits / Unique Visitors

• Sales, Average order value

• Page-views, Pages with publicity

• Sign-ups, Whitepaper downloads

• Etc …

How to create an account

Directly in AdWordshttp://adwords.google.com

Google Analytics standalone sitehttp://analytics.google.com

Google Analytics’ tracking code

Advice #2 :Place the tracking code a the

end of the page:

just before </body>

Advice #1 :place the code on EVERY page

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">  _uacct="UA-xxxx-x";  urchinTracker();</script>

How Google Analytics works

4 “1st party” Cookies are placed

Javascript codeon every page

+1) Cookies are set

3) Reports are updated

2) Data is sent to GA servers

2 / Optimize your AdWords campaigns

What keywords are generating the most traffic?

Highly precise keyword tracking

Very graphic interface

Which keywords give you the best ROI (return on investment)?

ROI per keyword

Optimise your campaign based on

post-clic info

Detailed Analysis – Go beyond the CTR to improve your ROI

Find the most profitable position for you

Optimise your CPC to aim for the optimal position

Which position has the best ROI?

Find the most profitable position for you

Optimise your CPC to aim for the optimal position

Which position has the best ROI?

Find the most profitable position for you

Optimise your CPC to aim for the optimal position

Which position has the best ROI?

Find the most profitable position for you

Optimise your CPC to aim for the optimal position

Which position has the best ROI?

Compare different sources of traffic for a same keyword

Conversion rate per keyword per

source

Compensate your weakness in natural search using paid

search

3 / Optimize your website

The conversion funnelVisitors

Viewing a product category page

Viewing a product page

Viewing the shopping cart

Completing an order

1

2

3

4

Goal = visitors become customers

Optimize your conversion process to maximize

conversions

Where do most visitors drop out?

The conversion funnel

Optimize your conversion process to maximize

conversions

Where do most visitors drop out?

1

2

3

4

5

6

7

Funnel

Goal page

Flight availability

Results page

Order complete

18,5%

Search page

Reservation

Confirmation

Payment form

0.25%

59,6%

42,1%

37,4%

30,3%

95,4%

The reasons for visitor drop-out

Optimize your conversion process to maximize

conversions

Identify reasons for high drop-outExits = 95.4%

Exits = 59.6%

Exit Reasons:• Overlong payment form• Poor layout

Exit Reasons:• Poor search experience• Availability checker very clunky

Visitors

Customers

The conversion funnel

Optimize your conversion process to maximize

conversions

Where do most visitors drop out?

1

2

3

4

5

6

7

Funnel

Goal page

Flight availability

Results page

Order complete

Search page

Reservation

Confirmation

Payment form

0.25%

Improved layout

Improved layout

Removed

2.23%

Try it out for yourself!

analytics.google.com

Very simpleinstallation

Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords

Integrated with AdWords

Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design

Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web

Sophisticated, yet easy to use

Free

Sign Up Sign Up for Google Analytics

Install the Google Analytics tracking code on your site

Configure site goals in Google Analytics

View Reports

Next Steps:

Try it our for yourself!

analytics.google.com