Welcome to IRUN Workshops For the benefit of all attendees please could you follow the guidelines below. Reducing background noise… • If possible please can you mute your phone. If you are using a headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees. • If unable to mute please keep background noise to a minimum. If you are experiencing the following problems please close the call and reconnect; • You are unable to connect to the meeting • You cannot see the presenters screen • You cannot hear clearly. There will be a Q&A session during the final 10 minutes
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Google Analytics, IRUN Business Intelligence workshop
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Transcript
Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the
guidelines below.
Reducing background noise…• If possible please can you mute your phone. If you are using a
headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.
• If unable to mute please keep background noise to a minimum.
If you are experiencing the following problems please close the call and reconnect;
• You are unable to connect to the meeting• You cannot see the presenters screen• You cannot hear clearly.
There will be a Q&A sessionduring the final 10 minutes
Website AnalyticsImprove your website performance and make your investment work for you…
IRUN Workshops
Our objective is to improve your knowledge across a
range of internet / business development topics.
This is intended to help you to make informed decisions
when engaging with your chosen supplier or raise
confidence if choosing to tackle ‘in house’.
Delivered every Thursday: 9.30am.
About IRUN…
Work with companies, clubs and charities of all sizes
throughout the UK.
An increasing local presence.
Provide a full range of business development / internet
Your website: is it seen as a ‘cost’ or ‘investment’.
How create an effective website.
How to improve search engine performance.
Today…
Gaining an insight into your website traffic.
Ultimately it’s about…
1. Lead generation & conversion
2. Retention & relationship building
…making the phones ring
Webpage Objectives… (Goals)
Download a brochure
Sign-up for a newsletter
Subscribe to a mailing list
Request a product sample
Book a sales consultation
Purchase a product
Book a serviceSales
Leads
Prospects
Suspects
Intelligent business…
Attract Visitorsin your Target
Market
Convert Visitors into Paying
Clients
Up-sell, Cross SellBuild and Retain
Solicit for Referrals
Number of Leads
Generated
Number of Leads
Converted
Monetary Value of 1st Transaction
Average Gross Profit
Margin
Number of Transactions
per Year
Number of Referrals Per Year / client
Number of Years as a
Client
An Effective Website and
Communications Strategy for Prospects
An Effective Website That ‘Sells’ to the
Target Market
Professional Ongoing
Communications
Reminders and Reasons to
Return to the Website
Feedback Service Improvement
ReferralsSearch Engine
Marketing
An Effective Website
Website and communications strategy
Search Engine Marketing
An Effective Communications Strategy
Website AnalyticsImprove your website performance and make your investment work for you…
You’ve generated the ‘traffic’…
Google Adwords Search Engine Optimisation E-mail promotions Affiliates Blogs Press releases Direct Mail Print Advertising Joint ventures
But wouldn’t you like to know
How visitors are finding your site? How they navigate through it? What are they looking at? How long are they staying there? Are they coming back? Are they local? ….. …..
Overview
The data it provides
Live examples
How to access / load
Understand your trafficGoogle Analytics – an introduction
Google Analytics
Code (Javascript) which needs to be inserted into every page (html) of your website.
Access to huge amount of data…….the question is what to do with it.
Sufficient for most companies Easy to Implement Easy to Use Easy to Understand
….and it’s FREE
The four most common tasks to set up
Manage Profiles Filters Tagging Links Goals and Funnels
Once these are in place you will get comprehensive data about your web
traffic
Managing Profiles
A website profile is a set of rules that correspond to a domain and it will define the reports that you see.
You can also use profiles to track sub-domains, or different sections of your site – you set up multiple profiles with filters to get the data you want
Advantages are you can filter and segment data depending on your needs
Setting up Filters
Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports.
E.g remove the traffic from your company
Tagging Links
Tagging your online ads is an important prerequisite to allowing Google Analytics to show you which marketing activities are really paying off.
You don’t need to tag Google Adwords – as long as auto tagging is enabled this will be sorted for you
However you might want to tag other ad campaigns such as banner ads or perhaps an email campaign
Goals and Funnels
A goal is a way to measure your business objectives, the funnel is the path a visitor takes to get there.
You can have a maximum of 4 goals per profile
A typical goal would be – a thank you page, purchase confirmation page
Defining the funnel pages allows you to see how frequently visitors abandon goals, and where they go
Customer Journey Tracking – defining your funnel
Landing Pages– not always your ‘home page’
Funnel Path– the specific route you expect visitors to take
Money Page- opportunity for visitor goal completion
Goal Completion- Confirmation / thank you pages
Conversion Tracking…
Conversion occurs when a click on an Adword ad leads to an visitor action you have determined to be of value e.g. Purchase, sign-up, page view
Cookies are used to track the connection between the Adwords ad and the conversion page. When a match is made, Google records a successful conversion for you.
The cookie Google adds expires in approx 30 days. This measure, and the fact that Google uses separate servers for conversion tracking and search results, protects the user's privacy.