1. SEO has moved on, have YOU?
Workshop Charles Tuesday Ryder | 9th 14 September October 14
2014
Presenters: Charles Ryder & Jamie Press
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2. SEO Workshop 2014
Why do we need Google Analytics?
• You can make informed choices about your
marketing and website success and identify areas
for improvement.
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GA Workshop 2014 - Introduction
3. SEO Workshop 2014
Learning Outcomes
1. Review your website traffic sources
2. Segment your data
3. Practical techniques to improve usability of your
site
4. Use statistical data to improve your Internet
marketing strategies
5. Analyse website performance to improve
conversion rates
6. Interpret data to benefit your business
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GA Workshop 2014 - Introduction
4. SEO Workshop 2014
Workshop Content Overview
• Report Fundamentals
• Standard Reports
– Audience
– Acquisition
– Behaviour
– Conversions (Goals)
• Customisation - My Stuff
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GA Workshop 2014 - Introduction
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Learning the Lingo
Sessions - How many times a user is actively engaged with your website. E.g. one user can
account for various sessions, if they keep returning during that period.
Users - The unique total of your users. Previously referred to as ‘unique visitors’
Page Views – total number of pages viewed
Pages / Session – how many pages are viewed per session
Avg. Session Duration - the average time a user spent per session on your website.
Bounce rate - the % of users that enter your website without visiting another page
% New Sessions – an estimate of the percentage of first time visitors to your website
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GA Workshop 2014 - Introduction
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Report Fundamentals
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 1 – The Goal
“The goal of analytics is to collect raw data
and organise it into something actionable,
something that has importance and meaning
to us as people.”
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 2 – First Select an Appropriate Period
• Compare Data to Previous Month or Previous Year
• How are we doing compared to ‘X’ period?
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 3 – Consider Seasonal Demand
• Remember to factor in Seasonality when comparing data between
periods
• Google Trends can help
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 3 – Dimensions & Metrics
Key Metrics
– Acquisition (new vs. returning visitors)
– Behaviour (how engaged are they?)
– Conversions (did any visitors become customers?)
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 4 – Use Filters
• Inline Filter
• Advanced Filter
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 5
• Make Annotations
– Website changes/launches
– All Marketing efforts
• TV commercials
• Radio spots
• Print ad publications
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 6 – Dimension Segmentation
• Segmentation
using
Primary &
Secondary
Dimensions
• Combination
of Primary
and
Secondary
Dimensions
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 7 – Add a Segment
• Where you see Add a Segment,
select an existing one or create
a custom one
• Advanced Segments
– For example, analyse traffic by
Traffic Sources
– Or analyse traffic by Location
– What examples can you think
of?
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 7 – Add Another Segment
Example Segment by Location
NSW = highest population, but is second lowest traffic source
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 7 Continued
Is competition in NSW higher than other states?
Can we run a NSW only promotion to build our brand in this state?
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 8 – Select the Best Data Format
• View 6 Data Formats
– Data
– Percentage
– Performance
– Comparison
– Term Cloud
– Pivot
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GA Workshop 2014 – Reporting Fundamentals
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Fundamental 9 – Call for Help!
• Always remember to click on the Help link in the
Top Right section for more helpful videos
information.
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GA Workshop 2014 – Reporting Fundamentals
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Workshop Content Overview
• Report Fundamentals
• Standard Reports
–Audience
– Acquisition
–Behaviour
– Conversions (Goals)
• Customisation - My Stuff
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GA Workshop 2014 – Standard Reports
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Standard Reports – Main Menu
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Who
Where
What
Goals
GA Workshop 2014 – Standard Reports
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Standard Reports – Content Overview
• Report Fundamentals
• Standard Reports
– Audience
– Acquisition
– Behaviour
– Goals
• Customisation - My Stuff
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GA Workshop 2014 – Standard Reports
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Standard Reports - Audience (Who)
• Audience - Overview
– Starting point to begin analysis
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GA Workshop 2014 – Standard Reports
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Standard Reports - Audience (Who)
• Visitor Type (New Vs Returning)
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GA Workshop 2014 – Standard Reports
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Standard Reports - Audience (Who)
• Visitor Type (New Vs Returning)
• Measure value of returning customers vs. new customers
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GA Workshop 2014 – Standard Reports
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Standard Reports - Audience (Who)
• Visitor Behaviour
– Engagement Duration
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GA Workshop 2014 – Standard Reports
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Standard Reports - Audience (Who)
• Mobile > Overview
• 43% growth between now and 2017 (Visual Networking
Index 2012).
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GA Workshop 2014 – Standard Reports
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Is Audience (Who)
• Is your site mobile device friendly?
• Very poor engagement on mobile (16 secs per session)
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GA Workshop 2014 – Standard Reports
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Audience (Who) - Consider a responsive design
• Perfect case for a mobile friendly site design
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GA Workshop 2014 – Standard Reports
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Acquisition (Where) - Roadmap
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• Main Areas of focus
– Channels
– All Referrals
– Campaigns
– Keywords
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• Channels
– Formerly called ‘Traffic
Sources – All’
– Overview of data
across all traffic
sources
– First point of call
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• All Referrals
– Access this area to track any websites sending significant traffic
e.g. Whirlpool forums
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GA Workshop 2014 – Standard Reports
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Acquisition - Referrals –Hot Tip
• Keep an eye on referral sources that are bringing in
conversions. They might be from:
• Forums
• Referrals from a guest post on a certain site
• Social accounts
• Niche directories
– Make a note of the sources that have worked in
the past and work to get more active in those
areas – possibly setting up a regular contribution
spot on a blog that has referred a conversion or
working on a forum marketing strategy.
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• Keywords > Organic
– Displays keywords that are driving organic traffic to the site
(less insightful these days)
– Large increase in (not provided) keywords
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• Solution to Google (not
provided) challenge
– Analysing performance
via the number of
organic visits to landing
pages
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GA Workshop 2014 – Standard Reports
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Acquisition (Where)
• Campaigns
– Track all traffic tagged
with campaign IDs
– Analyse all AdWords
Campaigns (PPC &
Display)
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GA Workshop 2014 – Standard Reports
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Acquisition (Where) - Tagging
• Campaign Tags
– Track all traffic tagged
with campaign IDs
– Use Google’s URL
Builder at
https://support.google
.com/analytics/answer
/1033867?hl=en
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GA Workshop 2014 – Standard Reports
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Behaviour (What) - Content
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GA Workshop 2014 – Standard Reports
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GA Workshop 2014 – Standard Reports
Behaviour - Are You Leaving Money on the table?
Poor performing landing pages can
cost you money
We need to find them and fix them
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GA Workshop 2014 – Standard Reports
Behaviour - Money on the table – Landing Pages
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GA Workshop 2014 – Standard Reports
Behaviour - 3 big problems with this blog post
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GA Workshop 2014 – Standard Reports
Behaviour - What’s an Ideal Bounce Rate?
People often ask “what is an ideal session duration
for my website?”
There isn’t a one size fits all answer. It varies
depending on your industry, target market, and
websites purpose.
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GA Workshop 2014 – Standard Reports
Behaviour - Money on the table – Engaging Content
Both Bounce Rate and Avg. Session Duration can be
fixed by making content more engaging to target
audience
E.g. better focused content, adding images & video etc.
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Behaviour (What) – All Pages
• Site Content - All
Pages
– Toggle Primary
Dimension to
view as Page
Title
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GA Workshop 2014 – Standard Reports
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Behaviour (What) – Behaviour Flow
– Measure Drop Offs (Conversion Pages, New Pages)
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GA Workshop 2014 – Standard Reports
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Behaviour (What) – Site Speed
• Site Speed > Page Timings
– Page Speed = important for conversion & SEO
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GA Workshop 2014 – Standard Reports
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GA Workshop 2014 – Standard Reports
Behaviour - Site Speed – The Clock is Ticking
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GA Workshop 2014 – Standard Reports
Behaviour - Site Speed - Abandonment
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25% of your customers will leave your
site after waiting just 4 seconds
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GA Workshop 2014 – Standard Reports
Behaviour - Site Speed - Overview
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GA Workshop 2014 – Standard Reports
Behaviour - Site Speed – Page Timings
We see one page is the real culprit here.
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GA Workshop 2014 – Standard Reports
Behaviour - Site Speed - Insights
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Conversions (Goals)
• “Not using goals is a crime against humanity” Google Analyst
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GA Workshop 2014 – Standard Reports
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Conversions - What are your goals?
• Attract Traffic
– Where are they dropping off?
• Make them take the next step
– Fill out Form
– Download a PDF
– Sign up for a competition
– Make a Sale
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) - Overview
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) - Admin
• Configuring Goals
• To create a simple conversion goal (visits to a landing page) access
the Goals area via Admin at top right of the page
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) – Create a Goal
• Click ‘NEW GOAL’
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) – Add a Description
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) – Add Goal Detail
• Fill in destination URL
(page you want to track)
• Leave all optional fields
alone
• Verify goal
• Create goal
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) - Analyse
Are people completing goals?
This client wanted to boost conversion rate
39% of people at the View Cart stage actually went on to Checkout
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) – Take Action
We added eWay, PayPal and major credit
card logos to View Cart page
These are strong trust elements
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GA Workshop 2014 – Standard Reports
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Conversions (Goals) – Action Result
As a result we saw a 7% boost in
conversion rate from View Cart page to
Checkout
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GA Workshop 2014 – Standard Reports
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GA Workshop 2014 – Standard Reports
Conversions – WCR Hot Tip
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Goal Completions & Conversion Rate can be
improved by ensuring we have a
strong call to action in the copy.
e.g. Sign up to our newsletter or contact us for a
free quote etc.
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Conversions (Goals) - Success
Happy Client
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GA Workshop 2014 – Standard Reports
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Customisation - Dashboards
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GA Workshop 2014 – Customisation
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Customisation - Shortcuts
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GA Workshop 2014 – Customisation
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Customisation - Channels
• Custom Channels
– Consider your
Measurement Plan
– Refer YouTube Videos
and search for custom
channels.
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GA Workshop 2014 – Customisation
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Customisation - Segments
• Custom Segments
– Consider your
Measurement Plan
– Refer YouTube Videos
and search for custom
segments. E.G
– http://www.youtube.c
om/watch?v=fSUNF
s63Tuw
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GA Workshop 2014 – Customisation
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Customisation – GA Solutions Gallery
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GA Workshop 2014 – Customisation
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Other - Real-Time Reporting
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GA Workshop 2014 – Customisation
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Other – Intelligence Events
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GA Workshop 2014 – Customisation
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Summary
– Explored Fundamentals of Google Analytics
– Looked at the standard reporting
– Show how we might customise or segment
your data
– Analysed traffic sources & gained insights
– Learned to form actionable insights to improve
website performance & business bottom-line
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GA WSourmksmhaorpy 2014
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Thank You!
• Any last questions?
• Has this workshop been helpful?
• Has this workshop met your expectations?
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GA Workshop 2014
Notes de l'éditeur
WCR is an online marketing agency, not a training organisation. The last time we did a GA course was more than 2 years ago. In this time, much has changed in GA. We are offering this course because we wish to contribute to … So, we are interested in your feedback at the end of this workshop. Also, during each slide, feel free to ask questions and participate in any discussion.
By the end of today we hope that you will be able to do the following
By the end of today we hope that you will be able to do the following
Report Fundamentals will form the basic knowledge including common terms and functions used throughout the training
Report Fundamentals will form the basic knowledge including common terms and functions used throughout the training
Before we go onto GA Report Fundamentals, I assume you all have a Measurement Plan ;-).
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Annotation taking should be adopted company wide, across all marketing, web design, IT, whoever is directly/indirect impacting on the website.
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Copyright White Chalk Road Pty Ltd
Insight, when you have a surge in new visits, you may notice increases in bounce rate or drops in conversion (site familiarity).
Insight, when you have a surge in new visits, you may notice increases in bounce rate or drops in conversion (site familiarity).
We can also find out what time of the day they are visiting the site the most. Helpful when launching time sensitive campaigns, maximising performance.
Why is mobile traffic gaining traction?
Lifestyle (want it now, whenever, wherever)
Faster mobile internet speeds
-Mobile phones able to handle rich content – replicate desktop experience, on a smaller screen
Hence why Snap underwent the Mobile transformation, making the site responsive last year.
http://www.computerworld.com.au/article/455603/aussie_mobile_data_traffic_increase_sixfold
There are four drivers for data consumption growth across the networks. There are more users, more devices per user, faster network speeds and more media rich content.
Why is mobile traffic gaining traction?
Lifestyle (want it now, whenever, wherever)
Faster mobile internet speeds
-Mobile phones able to handle rich content – replicate desktop experience, on a smaller screen
Hence why Snap underwent the Mobile transformation, making the site responsive last year.
http://www.computerworld.com.au/article/455603/aussie_mobile_data_traffic_increase_sixfold
There are four drivers for data consumption growth across the networks. There are more users, more devices per user, faster network speeds and more media rich content.
Will be going through the main areas although no slides on Social & SEO section.
There are other sections that are very interesting (Social, SEO) but for purpose of today’s training we won’t be going through it, although you are encouraged to do so when you get some free time/over the weekend.
You can also track traffic from listings on sites, such as franchise association websites
You can also track traffic from listings on sites, such as franchise association websites
Talk briefly about the Google Not Provided keywords (as it leads on to the next page)
Although Adwords does auto tagging, you can create your own tags via the URL builder to track an ad hoc campaign e.g. Through a different website. If you want more information I can provide it to you after this training session.
Although Adwords does auto tagging, you can create your own tags via the URL builder to track an ad hoc campaign e.g. Through a different website. If you want more information I can provide it to you after this training session.
Behaviour Flow can help one to measure the conversion performance at the page level (not the element level).
There are several ways that this can be used. E.g., on a contact us page, if you have a high dropoff rate this may be a good indication (they found what they want). However if there was a high drop out rate on a key landing page e.g. Franchise homepage, then this may be an area for improvement.
Improving page speed has dual benefit, SEO & Conversion.
The faster the page speed = better conversion.
From an SEO point of view, you improve page speed by looking into the Speed Suggestions area
Your ecommerce store may load in 1 second with only 1 visitors, but due to a cheap server hardware/environment, or an improperly coded website, that 1 second could bloat to 15 seconds with 20 visitors.
Your ecommerce store may load in 1 second with only 1 visitors, but due to a cheap server hardware/environment, or an improperly coded website, that 1 second could bloat to 15 seconds with 20 visitors.
Example of Quick Wins for Site Speed
Caching: Turn it on and optimize in relation to your server environment and website. It is on Google’s pagespeed best practices
Image optimization: The images that I have in this posted are jpegs. I optimized them significantly using Jpegmini.com Don’t use jpeg’s? Use Tinypng.org for png image files.
Server: You should not run your ecommerce on a shared hosting environment. You should have a VPS, Dedicated, or Cloud server that is using quality hardware, with sufficient RAM, and preferably SSD (solid state hard drives)
Extreme situations but that’s how important we should be viewing conversions.
Topic of Conversion is vital for any website. All well and good to bring in traffic but if it’s not contributing to the bottom line..
At WCR although out focus is SEO, in fact we do much more. We incorporate Analytics and conversion to every page that we create e.g. City pages.
Goals can be used to track anything that is of value to the company. This can include
- Quote Submissions
File Downloads
Enquiry Forms Received
Tracking of recently created pages
The goal feature in GA is in fact very powerful and can be used to track very specific data that can yield valuable actionable insights e.g. If a listing website is guaranteeing a minimum of 50 leads for Snap a month (to a certain) we can track that. We will then place an intelligence event and set it so that if its <50 or >50 it is flagged.
I’ll be taking you through a process in which you can create a simple goal (goal visits to a particular page).
Shortcuts are used to generate Reporting Documents
ADD SOLUTIONS GALLERY INTO THE TRAINING
Move slide to correct section.
Move slide to correct section. Jamie to show how?
The solutions gallery contains in-product solutions (such as dashboards, custom reports and segments) to deepen your use of Google Analytics and accelerate your learning curve. Whether you’re a newbie or guru, they will help you learn more about your data through the power of Google Analytics. They’re like having your own GA guru!
By the end of today we hope that you will be able to do the following