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This presentation introduces you to several concepts in Google Analytics that allow you to learn what your customers really want from your business.
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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
Please interrupt!
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
[email protected] m. 202.577.3350
Thank you.
