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clickTRUE Confidential and Proprietary
Make Web Analytics Work For Your Business By Adrian Tan
Private & Confidential
Private & Confidential
Private & Confidential
Today’s Ninja Exercise
1. Introduction to Google Analytics
2. How clickTRUE Works With Our Clients
3. Questions When Measuring For Success For Your Business
4. Answering your queries
clickTRUE Confidential and Proprietary
Introduction to Google Analytics
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Google Analytics Overview
Hosted web analytics tool that helps advertisers improve their site and increase their marketing ROI
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A Look Into What You Can Get
clickTRUE Confidential and Proprietary
How clickTRUE Works With A Client – A Major SG Car Dealer
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How It Starts (normally)
$$$ - Have to use it since it is expensive
$ - Should use it since it is there
Free - Want to use it since it is free
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Roadblock 1… Overload Of Funky Figures
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Rockblock 2… Pages, Traffic, is that all?
Equivalent to
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Roadblock 3… Inconsistency with other Figures
“The analytics figures are wrong. We had 512 orders in our [fill in the blank for sophisticated ERP system]. We cannot rely on it”
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Roadblock 4… Inconsistency with logic
1. Traffic Sources
2. Missing Data
3. Wrong Marketing / Campaign attribution
Mostly Direct
Usual Situation
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Our Google Analytics Project With A Client
Implement DetermineQuestions
Analyse +Provide
Intelligence
- Coordinate with Web Developers- Troubleshoot, Enhance
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A Collaboration
clickTRUE:Experience inGoogle Analytics Product+Web Analytics best practices
Client (YOU):Knowledge of the business+Strategies for more profits
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We Use A Framework For Analysing
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Some Case Studies
clickTRUE Confidential and Proprietary
Questions When Measuring For Success For Your Business
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What Makes A Good Site?
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What Makes A Good Site? Site A?
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A Good Site Accomplishes Your Goals
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A Web Analytics Measurement Model Helps!
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A Clear Picture Presented With Goals
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Are there one or two indicators we should focus on growing/are more important indicators? e.g. Are high page views more important that bounce rates?
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Quick Answer
Yes And No
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Definition of Bounce Rate:Percentage of single-page visits or visits in which the person left your site from the entrance (landing) page
Alternate Definition (credited to Avinash Kaushik):I came, I puked, I left
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However...
Bounce Rate known as one of the most important and widely used metric
• Widely used and simple to understand
• Indicates how your customer is behaving and engaging with your site
• Actions can be taken to address the offending pages immediately
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BLOGS - Bounce Rate Incompatibility
• Many businesses and organisations maintain a blog with their corporate websitee.g. blog.company.com , company.com/blog , SomeOtherURL_forTheBlog.com
• Blogs usually have Bounce Rates that are worse than the site average
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Pages where you expect your visitors to leave do not go well with Bounce Rates
One Page Sign Up Forms
Intention is to provide less distraction.User submits form and leaves.
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Directory to external sites
Check on the number of referrals sent to the external sites for an indication of performance
Pages where you want your visitors to leave do not go well with Bounce Rates
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Page containing ads that you want people to click on
A better metric could be to assess the CTR for ads on the page.
Pages where you want your visitors to leave do not go well with Bounce Rates
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Destination Pages - Doing their job so well that visitors bounce
Pages that contain information that visitors are looking for
User searches for clickTRUE addresss. Lands on a page with that specific info. Leaves satisfied.
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Which Of Your Content (Writers) Is Better Than The Rest?
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Identify Areas Of Interest
Tag Category /Section
Tag Writer
Tag Article
Tag Sharing Activity
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Generate The Metrics That Matter
1. Category, Section, Article Impact
• Page Views, Time spent
2. Writer Impact
• No of return visitors, page views
• Writer cost per page view
• Time spent writing versus reading
3. Sharing (a proxy for satisfaction level)
• No of times people share the articles
4. Unread Pages
• Need to identify through matching with your site list.
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A Sample Of A Content Report
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Besides website interactivity and more frequent content updates, and given a limited budget, are they any other ways to increase traffic to a site?
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I Know That Question…I Hear It All The Time
Competency = Manpower = Time =Money
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Web Analytics Can Help Reduce The Cost
OFFLINE
ONLINE Client Website
EDM
Print AdsHerWorld
Referral Websites
Counter Cards
Social Media
Search & Content Network
Microsite
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Focusing On New Visitors
Organic Sources – Search Engine OptimisationDirect – Existing readers, EventsReferral – Social Media Marketing on FacebookCost Per Click – Search Engine MarketingEmail – E-Newsletter
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What Are Users Actually Doing On My Website?
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Is There A Pattern?
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Find Patterns From Analytics
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Herd Your Visitors
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When is a good time to start selling stuff on the site?
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Selling Requires Traffic
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Making Comparisons With Your Competitors
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Grab Awards & Accolades
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How can I monitor the benefit of social media to my website?
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Numerous Social Media Listening Platforms
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Facebook Insights – Keeping Data Within
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Your website is still linked by URLs to the rest
http://www.clicktrue.biz/event/conversion-optimisation-seminar-2010/mailer2.html?utm_source=twitter&utm_medium=socialmedia&utm_campaign=CEO_campaign
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Impact Of Social Media Collected in GA
http://ctr.bz/tagyourlinks
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Summarising
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Questions and Answers
1. What Makes A Good Site?
• Those that achieves your goals
2. Are there one or two indicators we should focus on growing/are more important indicators?
• Understand your indicators
3. Which Of Your Content (Writers) Are Better Than The Rest?
• Monitor impact
4. Given a limited budget, are they any other ways to increase traffic to a site?
• 80:20 rule. Understand efficiency
5. What Are Users Actually Doing On My Website?
• Track navigation and herd users
6. When is a good time to start selling stuff on the site?
• When you have an edge over your competitors
7. How can I monitor the benefit of social media to my website?
• Tag links
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ctr.bz/we_are_tracking_you