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Confidential and Proprietary Information Welcome to the Metrics: Google Analytics & Your Business

Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Join Volusion's marketing consultants as they simplify Google Analytics and show you how to use this tool to grow your online business!

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Page 1: Welcome to the Metrics: Using Google Analytics to Grow Your Business

Confidential and Proprietary Information

Welcome to the Metrics: Google Analytics & Your Business

Tori Klem
work on intro
Page 2: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information 2

Your HostsTori Leymeister, Marketing Consultant Team ManagerNatalie Stambro, Marketing Consultant

Continue the conversation @Volusion with #sell4Xmore

Page 3: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information

Topics We’ll Cover Today

3

Overview of the Analytics & its interfaceAcquisition & TakeawaysBehavior & TakeawaysConversions & TakeawaysBecoming Your Own ConsultantQ&AMarketing Services Discounts

1

2

3

4

5

6

7

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
Tori Klem
nat
Page 4: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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What is Google Analytics?

• Google Analytics is a free service offered by Google that provides metrics about a website's traffic, traffic sources, user behavior on the website, conversions and much more.

• You can access it here: http://www.google.com/analytics/ – If you need help getting set up, call 1-877-591-7006

• Slides and webinar recording will be emailed to you and available on our blog tomorrow

4Continue the conversation @Volusion with #sell4Xmore

Page 5: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Top Navigation

• Home• Reporting• Customization• Admin

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Tori Klem
tori
Page 6: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Reporting

The reporting tab is where the bulk of information is stored. This is where you will measure your website and analyze data. We will break this tab into four sections: date, filters, data and left navigation.

Date

Filters

Data

Left Nav

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Natalie Stambro
Is there annimation we can do so we can click the button and it will hightlight each section while we talk about them? That could reduce the slides
Tori Klem
mention little hat for questions?
Tori Klem
natalie
Page 7: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Reporting – Date Range

Date

Filters

Data

Left Nav

• Click arrow in date range to customize the dates • Click the box next to “Compare to:” to compare the top date range with the previous

date range

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Natalie Stambro
Is there annimation we can do so we can click the button and it will hightlight each section while we talk about them? That could reduce the slides
Tori Klem
need screenshot to show date compare tool
Tori Klem
tori
Page 8: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Reporting - Segments

Date

Filters

Data

Left Nav

• Click “system” and see all the automatic segments in Google Analytics

• All sessions, organic traffic and paid traffic will be areas of focus today

• You can also search to see other useful segments of traffic

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
need screenshot to show opening of filters (show "system" filters)
Tori Klem
nat
Page 9: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information 9

AcquisitionDig in to learn how you acquire users, how they behave on your site and what their conversion behavior looks like

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Page 10: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Quick Poll

Do you know what your primary channel of online marketing is?• Yes• No

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Tori Klem
graphic for the quick polls?
Page 11: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Acquisition Overview

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Natalie Stambro
potentially diff pie zoom in??
Natalie Stambro
use this slide as directional tool for navigating and move content to the next slide? We will just say it over the visual
Tori Klem
screenshot from litecig
Tori Klem
add boxes around acq behavior and conversiosn
Page 12: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Acquisition – Quick Pulse for Gaps

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Natalie Stambro
potentially diff pie zoom in??
Tori Klem
do boxes over the different elements I mention? (email bounce rate, etc.)
Page 13: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Traffic

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Page 14: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Traffic: Ecommerce

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Page 15: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Acquisition: Takeaways

• How is your website’s traffic

history?– Have you seen big traffic

changes?– Have you had a Google

organic traffic hit?– What is your seasonality?

• How to identify blind spots?

• How to show up for an important keyword?

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Page 16: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Has your site seen big traffic changes?1. Set the date range back as far as you can go2. Add Organic and Paid Traffic segments3. Review slumps or spikes

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Natalie Stambro
LH Boutique Dec 11- 7/6/14
Page 17: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Have you suffered a Google organic hit?1. Leave the date range back2. Click on “google/organic” source/medium

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
rework this slide (take out step one so we use lh as an example)
Page 18: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Have you suffered a Google organic hit?3. Look for any dips4. Crosscheck with Google algorithm change history5. Act! There are many resources out there about how to recover from a hit.

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Natalie Stambro
rework this slide (take out step one so we use lh as an example)
Page 19: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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What is your website’s seasonality?

1. Keep date range back as far as it will go2. Review slumps or spikes – are they consistent yearly?

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Tori Klem
poolguy store
Page 20: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Use your website’s seasonality• Use non-seasonal months to prep: inventory, marketing promotions, design, continue

or start SEO

• Encourage off season purchases: through email, social media

• Increase ad spend during seasonal months for paid campaigns

• Use coupons to increase conversion rate during seasonal months

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
poolguy store
Page 21: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Acquisition: Takeaways

• How is your website’s traffic

history?• How to identify blind spots?– Are there blind spots

within your traffic mix?– How can you boost

revenue?• How to show up for an important keyword?

Continue the conversation @Volusion with #sell4Xmore

Page 22: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Are there blind spots within your traffic mix?

• Low conversion rate overall across channels: work on site design and user experience• Increase paid Google efforts because they have the highest conversion rate

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
BLUR OUT URL names
Tori Klem
maybe Pinterest or Insta example - this client wasn't even on Pinterest but were getting $100s in referrals... so they were able to see a new channel to invest in
Tori Klem
shop ambience
Page 23: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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How can you boost revenue?

Continue the conversation @Volusion with #sell4Xmore *assuming number of transactions is consistent

Natalie Stambro
tell more of a story?
Natalie Stambro
maybe show an apparel example of buying 1 more thing to meet the threshold
Natalie Stambro
example of shipping (if shipping is 15, then add a $20 item and it "feels" like the item only costs $5 bc you'd have to pay $5 regardles)
Tori Klem
stats about AOV? or free shipping?
Tori Leymeister
this is from hls
Page 24: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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How can you boost AOV?

Average Order Value

% Increase AOV Monthly revenue*

Additional Revenue*

5% $69.46 $93,698.17 $4,460.02

10% $72.77 $98,166.73 $8,928.58

• Offer free shipping• Offer a free gift• Promote product bundles• Give tiered percentages off

Continue the conversation @Volusion with #sell4Xmore *assuming number of transactions is consistent

Natalie Stambro
tell more of a story?
Natalie Stambro
maybe show an apparel example of buying 1 more thing to meet the threshold
Natalie Stambro
example of shipping (if shipping is 15, then add a $20 item and it "feels" like the item only costs $5 bc you'd have to pay $5 regardles)
Tori Klem
stats about AOV? or free shipping?
Tori Leymeister
this is from hls
Page 25: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Acquisition: Takeaways

• How is your website’s traffic

history?• How to identify blind spots?– Are there blind spots

within your traffic mix?– How can you boost

revenue?• How to show up for an important keyword?

Continue the conversation @Volusion with #sell4Xmore

Page 26: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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How to show up for an important keyword?

Continue the conversation @Volusion with #sell4Xmore

Page 27: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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How to show up for an important keyword?

Continue the conversation @Volusion with #sell4Xmore

Page 28: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information 28

BehaviorLearn where your customers spend time and what causes them to leave

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Page 29: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Quick Poll

Do you know on what pages your visitors spend most of their time on your website?• Yes• No

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Page 30: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Site Content

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Natalie Stambro
http://i.istockimg.com/file_thumbview_approve/19777537/2/stock-photo-19777537-serious-businessman-looking-at-report-on-the-computer.jpg
Natalie Stambro
This photo is called "Serious businessman looking at report on the computer" ahhaha
Page 31: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Pages

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Page 32: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Pages: Pageviews

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
moved the text to the notes section since we'll verbally say that and it's communicated by the screenshot
Page 33: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Pages: Time on Page

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Natalie Stambro
we need a better example of high avg time on page
Page 34: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Shopping Cart Page Evaluation

Go through checkout and ask yourself:• Are my shipping prices calculating accurately?• Are there any signals of distrust?

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Tori Klem
moved this from acquisition to behavior because i think it's more pertinent for all pages instead of landing pages. if someone lands on the shopping cart page, they're def more likely to buy.. but all pages is anyone at any point in the session who came to hte cart page, you know what i mean?
Page 35: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Landing Pages Overview

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Tori Klem
moved text from slide since it's in the notes and we'll be saying it
Page 36: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Landing Page vs. All Pages

• In a search engine you search and click on the website www.JEVaudio.com– This will be treated as both All Pages and Landing Pages.

• If you then navigate to any other page, say www.JEVaudio.com/sony.asp– Then this won't count in Landing Page but it will count under All Pages

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
cleaned up some of hte text
Page 37: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Site Search Overview

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Page 38: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Site Search

A few things you’ll learn from site search:1. Add a site search bar to your website2. Search your popular terms on your website. 3. When checking the search terms, also take note: do any products you DON’T offer come up?4. Look for commonalities among searches

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
clean up and find examples
Natalie Stambro
use JEVaudio and show unsuccessful searches
Tori Klem
delete bullet 1?
Tori Klem
reword! confusing ;)
Page 39: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Page load

Slow load time can be caused by many things. A few examples:• Unoptimized images • Custom flash• External embedded media

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Page 40: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Behavior: Takeaways

• How to identify lucrative landing pages?• Identify how to increase

popular links and promotions visibility.

• How to identify lucrative landing pages?

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
See if a featured product is more popular than anotherWhich promo box doing betterFooter link doing well, make it a header?
Page 41: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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All Pages

• Click on the column title to sort by Pageviews• High Pageviews + Low Bounce Rate = Good Landing Pages

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Natalie Stambro
cover up pages or get a new client example
Natalie Stambro
maybe get jamie to doctor a homepage with a primary categoary page missing - blind spot
Page 42: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Behavior: Takeaways

• How to identify lucrative landing pages?• Identify how to increase

popular links and promotions visibility.

• How to identify lucrative landing pages?

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
See if a featured product is more popular than anotherWhich promo box doing betterFooter link doing well, make it a header?
Page 43: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Search Terms

Some issues you can troubleshoot are : • If you search on your site and a product doesn’t show up but you sell it • If people are searching for a product on your site but is outside of your industry or niche

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
perhaps have a second slide with a screen shot of a homepage - box out the area on the site or nav were they are showcasing a product
Page 44: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Behavior: Takeaways

• How to identify lucrative landing pages?• Identify how to increase

popular links and promotions visibility.

• How to identify lucrative landing pages?

Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
See if a featured product is more popular than anotherWhich promo box doing betterFooter link doing well, make it a header?
Page 45: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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In-Page Analytics

45

Page 46: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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In-Page Analytics

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Page 47: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information 47

ConversionsLearn where and when your customers convert on your site.

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Page 48: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Product Performance

Analytics has a few advantages over the Volusion dashboard:

• It shows itemized products including incentives so you can see how well different coupons/promotions are doing

• It also allows you to see which channel drove the sale of the product

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Page 49: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Multi-channel funnels - Overview

A channel can play three roles in a conversion path:

– First Interaction is the first referral on the conversion path; it’s a kind of assist interaction.

– Assist Interaction is any referral that is on the conversion path, but is not the last interaction.

– Last Interaction is the referral that immediately precedes the conversion.

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Tori Klem
graphic for this if we have time? visual of 3 visits and which is 1st, assist, last
Page 50: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Top Conversion Paths

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Page 51: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion timing

Looking at time lag, you can tell how important it is for all points of the purchase path to bring someone back to conversion, and you know that the ecommerce data from acquisition doesn’t tell the whole story.

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
make more simple bc we go over this in the takeaway
Page 52: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion: Takeaways

• Which channels are best for

lead generation? • Which channels don’t really

contribute to revenue, but

are ALWAYS present in a conversion path?

• Which channels close the

sale? • How to make decisions based on your average purchaser?

Continue the conversation @Volusion with #sell4Xmore

Page 53: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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First Interaction

53Continue the conversation @Volusion with #sell4Xmore

Natalie Stambro
MMar from jan 1 - july 11
Page 54: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion: Takeaways

• Which channels are best for

lead generation? • Which channels don’t really

contribute to revenue, but

are ALWAYS present in a conversion path?

• Which channels close the

sale? • How to make decisions based on your average purchaser?

Continue the conversation @Volusion with #sell4Xmore

Page 55: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion Paths

• Conversion paths is a great why to identify great assisters in the browsing process that always lead to conversions

Continue the conversation @Volusion with #sell4Xmore

Tori Klem
confusing. scrn shot and text don't match.
Tori Klem
slide content doesn't make sense?
Page 56: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion: Takeaways

• Which channels are best for

lead generation? • Which channels don’t really

contribute to revenue, but

are ALWAYS present in a conversion path?

• Which channels close the

sale? • How to make decisions based on your average purchaser?

Continue the conversation @Volusion with #sell4Xmore

Page 57: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Assisted Conversions > Conversions

57Continue the conversation @Volusion with #sell4Xmore

Page 58: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion: Takeaways

• Which channels are best for

lead generation? • Which channels don’t really

contribute to revenue, but

are ALWAYS present in a conversion path?

• Which channels close the

sale? • How to make decisions based on your average purchaser?

Continue the conversation @Volusion with #sell4Xmore

Page 59: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Conversion timing

Continue the conversation @Volusion with #sell4Xmore

Page 60: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Boost Conversion Rate - Takeaways

How is your website’s

traffic history?

Have you seen big traffic

changes?

Have you had a Google

organic traffic hit?

What is your seasonality?

How to identify blind

spots?

How to show up for an

important keyword?

How to identify lucrative

landing pages?

How to determine if you

need to promote certain

products?

Identify how to increase

popular links and in-page

analytics.

Which channels are best

for lead generation?

Which channels don’t

really contribute to

revenue, but are ALWAYS

present in a conversion

path?

Which channels

close the sale?

How to make decisions

based on your

average purchaser?

Continue the conversation @Volusion with #sell4Xmore

Page 61: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Be your own consultant

What is the main issue why revenue is down?A. Visitors aren’t buying as frequentlyB. Visitors aren’t spending as muchC. Fewer visitors are on the site

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Page 62: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Be your own consultant

Why is there more revenue when comparing year-over-year data?A. People are buying more frequentlyB. More people are visiting the websiteC. People are spending more money each purchase

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Page 63: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Be your own consultant

Using this website’s on-site search terms, what are 3 website recommendations this storeowner can make to boost conversion rate?

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Page 64: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Be your own consultant

64

• Organic took a dive in December, and has been picking up steadily• Referrals took a dive in April and haven’t picked up

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Tori Klem
advanced alternatives
Page 65: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Confidential and Proprietary Information 65

Q&AThank you! Please stick around for a survey post-webinar.

Join the conversation on Twitter @Volusion with the hashtag #sell4Xmore

Continue the conversation @Volusion with #sell4Xmore

Page 66: Welcome to the Metrics: Using Google Analytics to Grow Your Business

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Discounts on Marketing Services

66

Good throughout July 2014

• SEO Services

• Commit to 5 months of SEO service, we will give you the 6th month free• Purchase 3 months upfront, we will waive the set-up fee• Call 1-877-591-7006 to learn more

• Google Analytics and AdWords Setup Services

• Up to $200 off Analytics and AdWords setups• Call 1-877-591-7006 to learn more

Continue the conversation @Volusion with #sell4Xmore