2. WWW.TOTALI.CO.NZ
Who am I?
• Arron Edwards
• Owned Totali for 10 years
• Built successful ecommerce websites for 15 years
– 10x increase of online sales within three months for traditional
business; 3x sales increase in following 12 months
– 3x increase of online sales over 12 months for online-only
business
– 10% annual increase across a franchise group
• Team of experienced marketers and designers
• Results focused!
– If it’s not good for you, we don’t do it.
3. WWW.TOTALI.CO.NZ
Purpose of this session
• Help you understand the benefits of Google
Analytics
• Help you uncover some common pitfalls
• Show you how to create goals for conversion
tracking
• Have some fun doing it
4. WWW.TOTALI.CO.NZ
What is Google Analytics?
• Website statistics
• Measures a number of metrics
• Insight into who your customers are
– Demographics
– Interests
• Where your customers come from
• What they came to see
5. WWW.TOTALI.CO.NZ
Do you use it?
• Why?
• What do you get from it?
• Do you review it regularly?
• What do you do with that information?
6. WWW.TOTALI.CO.NZ
Are you running Google AdWords?
• Do you measure the results?
• How?
• Why hasn’t Adwords worked for you?
• Did you get any support with it?
9. WWW.TOTALI.CO.NZ
What is a Goal?
• Helps track some kind of interaction
• Measurable
• Helps us identify the types of customer and their
actions that lead to that goal being completed
12. WWW.TOTALI.CO.NZ
How Goals affect AdWords
• Conversion tracking
• Better placement of ads to maximise conversion
– Google works harder for you!
• Lower CPC (cost-per-click)
14. WWW.TOTALI.CO.NZ
Why Goal Tracking?
• Measurable
– You know what is working
– You know what isn’t
• Accountable
– You can disable AdWords campaigns that are not
performing
– You can adjust your website to optimise conversions
• Much better than guessing or worse still, hoping!
