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© eGenie 2015 www.egenie.biz Understanding Your Web Customers

Understanding your web customers

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Page 1: Understanding your web customers

© eGenie 2015 www.egenie.biz

Understanding Your Web Customers

Page 2: Understanding your web customers

© eGenie 2015 www.egenie.biz

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

Page 3: Understanding your web customers

© eGenie 2015 www.egenie.biz

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…

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© eGenie 2015 www.egenie.biz

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.

Page 5: Understanding your web customers

© eGenie 2015 www.egenie.biz

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

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© eGenie 2015 www.egenie.biz

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!)

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© eGenie 2015 www.egenie.biz

What should I measure?

Page 8: Understanding your web customers

© eGenie 2015 www.egenie.biz

What should I measure?From my Twitter feed:

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© eGenie 2015 www.egenie.biz

What do you know about your website’s visitors?

Who are they? How are theygetting to your

site?

What are they doing once they

get there?

When are theyvisiting?

What should I measure?

Page 10: Understanding your web customers

© eGenie 2015 www.egenie.biz

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.

What should I measure?

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© eGenie 2015 www.egenie.biz

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 should I measure?

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© eGenie 2015 www.egenie.biz

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.

What should I measure?

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© eGenie 2015 www.egenie.biz

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.

What should I measure?

Page 14: Understanding your web customers

© eGenie 2015 www.egenie.biz

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.

What should I measure?

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© eGenie 2015 www.egenie.biz

Agenda What should I measure? Google Analytics

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

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

Identifying problems (and solving them!)

Page 16: Understanding your web customers

© eGenie 2015 www.egenie.biz

How does Google Analytics work?

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© eGenie 2015 www.egenie.biz

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© eGenie 2015 www.egenie.biz18

Terminology and Overview

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© eGenie 2015 www.egenie.biz 19

Hierarchy of Terms

HitsPage Views

SessionUser

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© eGenie 2015 www.egenie.biz

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© eGenie 2015 www.egenie.biz

Users / Visitors

User defined by a “cookie” But:

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

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© eGenie 2015 www.egenie.biz

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

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© eGenie 2015 www.egenie.biz

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

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© eGenie 2015 www.egenie.biz

Profiles, Filters and Goals

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How do I see the reports?

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© eGenie 2015 www.egenie.biz

Sign in to Google Analytics

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© eGenie 2015 www.egenie.biz

Click on the filtered profile

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© eGenie 2015 www.egenie.biz

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© eGenie 2015 www.egenie.biz

Agenda What should I measure? Google Analytics

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

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

Identifying problems (and solving them!)

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© eGenie 2015 www.egenie.biz

Who are your Visitors?

(Audience)

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© eGenie 2015 www.egenie.biz

City

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© eGenie 2015 www.egenie.biz

Demographics

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© eGenie 2015 www.egenie.biz

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

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© eGenie 2015 www.egenie.biz

How do people find you?

(Acquisition)

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© eGenie 2015 www.egenie.biz

Which channels work best? Search vs Social

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© eGenie 2015 www.egenie.biz

Referrals

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© eGenie 2015 www.egenie.biz

How much traffic is driven by AdWords?

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© eGenie 2015 www.egenie.biz

Which Campaigns are working?

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© eGenie 2015 www.egenie.biz

Which Keywords are working?

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© eGenie 2015 www.egenie.biz

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

site?

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© eGenie 2015 www.egenie.biz

Campaigns

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© eGenie 2015 www.egenie.biz

Campaigns – need to add campaign codes to all links

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© eGenie 2015 www.egenie.biz

What do they do when they get

there?(Behaviour)

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© eGenie 2015 www.egenie.biz

How do they navigate around?

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© eGenie 2015 www.egenie.biz

Pages Report – more than just Views…

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© eGenie 2015 www.egenie.biz

Pages Report – How do people navigate?

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© eGenie 2015 www.egenie.biz

Landing Pages

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© eGenie 2015 www.egenie.biz

Agenda What should I measure? Google Analytics

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

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

Identifying problems (and solving them!)

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© eGenie 2015 www.egenie.biz

Identifying Problems

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© eGenie 2015 www.egenie.biz

Types of problems

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© eGenie 2015 www.egenie.biz

Clues

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© eGenie 2015 www.egenie.biz

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© eGenie 2015 www.egenie.biz

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

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© eGenie 2015 www.egenie.biz

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

• Filters• Goals

• Go away and look at the data!

Page 55: Understanding your web customers

© eGenie 2015 www.egenie.biz

Any [email protected]

www.eGenie.biz

01245 790388