Web Analytics for StartupsWeb Analytics for Startups

Mehboob Javed

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Web Analytics for StartupsWeb Analytics for Startups

Web analytics is themeasurement, collection,analysis and reporting of webdata for purposes of

_an introduction

data for purposes ofunderstanding and optimizingweb usage.

Web analytics is not just a tool for measuring web trafficbut can be used as a tool for business and marketresearch, and to assess and improve the effectiveness of aweb site. Web analytics applications can also helpcompanies measure the results of traditional print orbroadcast advertising campaigns. It helps one to estimatehow traffic to a website changes after the launch of a newadvertising campaign. Web analytics provides informationabout the number of visitors to a website and the numberof page views. It helps gauge traffic and popularity trendswhich is useful for market research.

DON’T HAVE GOOGLE ANALYTICS YET?

Get it!Google analytics is free.Monthly cost: $0Consultants needed: NoneTraining: Free

https://www.google.com.bd/analytics/learn/setupchecklist.html

Training: Free

GOALS FOR TODAY

Outline why analytics are importantfor your internet marketing efforts.

Providing a model for continuallyimproving your website’s performance.

Identify tools to cut through the floodof information and get to the data thatmatters most.

Explore methods to help you determine which onlinemarketing efforts are most effective for your business.

Plan

DoAct

Successful businesses makedecisions based on hard evidence.

WHY ARE ANALYTICS IMPORTANT?

Do

Check

Act

Data collection with Googleanalytics is easy.

Determining which data are important to yourbusiness can be tricky out of the gate.

Why small businesses/ startups avoid analytics?

Confusion????Confusion????Confusion????Confusion????

Information overload****Information overload****

Not sure what it means!!!Not sure what it means!!!

For most small businesses there have long been 08 Key Metrics to trackFor most small businesses there have long been 08 Key Metrics to track

Bread and Butter of Analytics

Sessions/Unique SessionsSessions/Unique SessionsLocationLocation

Top PagesTop PagesTop PagesTop PagesTime on siteTime on siteBounce rateBounce ratePages/visitPages/visit

Traffic sourcesTraffic sourcesConversions Conversions

Social

The influence of social media is drivingweb traffic is at an all time high.

If you are not on the social networkswhere your customers are, you need tobe.

big newmetricsto track

Mobile

61% of smart phone owners and 64% oftablet users search for local products orservices using their mobile devices.

55% of mobile search driven conversionshappen in an hour or less.

Think about your ideal customers. How do they findand buy from you?

Among the 10 important metrics to track which doyou think would impact your business the most?

Armed with that information SET GOALS

SET UP GOALS

Every business should havegoals

E Commerce Tracking

You may need assistance to set up eCommercetracking.

https://support.google.com/analytics/answer/1009612?hl=en

Track goal progress

Found under the conversions tab, the goal overviewreport shows progress … or lack thereof.

HOW CAN I KEEP TRACK OF ALL THAT?

Problem:Problem:

You are busy runningyour business andyou don’t have timeto read reports allday!

Dashboards Rock!

Small Business Dashboard

Dashboards group important metrics together onone page for easy viewing.

Automate Reports

Campaign Tracking

Effective internet marketing is a cross-platformendeavor and your website is the center of your internetmarketing universe.

You share and promote it’s contents via:

Email MarketingSocial Media MarketingFacebookTwitterLinkedInGoogle+Google+PinterestPPC AdsPrint Marketing with QR codes

Campaign tracking helps you to discover

which drives the most traffic & conversions.

Custom Campaign URL Parameters

Custom source

(utm_source)

Required Use utm_source to identify search engine,

newsletter name or other source. Example:

utm_source=google

Campaign medium

(utm_medium)

Required Use utm_medium to identify a medium such as

email or cost-per-click. Example: utm_medium=cpc

Campaign Term Used for paid search. Use utm_term to note the keywords Campaign Term

(utm_term)

Used for paid search. Use utm_term to note the keywords

for this ad. Example: utm_term=running+shoes

Campaign content

(utm_content)

Used for A/B testing and content-targeted ads. Use

utm_content to differentiate ads or links that point to the

same URL. Examples: utm_content=logolink or

utm_content=textlink

Campaign Name

(utm_campaign)

Used for keyword analysis. Use utm_campaign to identify

a specific product promotion or strategic campaign.

Example: utm_campaign=spring_sale

Google URL Builder

Custom campaign building tips

If building many custom campaign urls you can use an excel spreadsheettemplate created by Google.

Custom campaign urls work with url shortening services such as bit.ly, owl.ly

Consistency in using custom campaign urls is critical to this method of evaluatingyour marketing efforts.

Act on the data

Now that you have collected the data it is time to act

Develop a hypothesisImplement solution

Plan

DoActImplement solutionCollect the dataAct on the results

Do

Check

Act

Take notes!

Click the drop down arrow below the line graph toadd note, date and save

Compare date ranges

Did results improve or get worse?

Install analyticsSet up dashboard

Google analytics to do list

Set up dashboardSet up automated reportsUse custom campaign URLsCompare time periodsAct on resultsMake note of changesRinse and repeat

GOTGOTGOTGOT QUESTIONS?QUESTIONS?QUESTIONS?QUESTIONS?