Grow Your Business With Google Analytics

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    12-Apr-2017

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With Dean LevittFounder, Teacup Analyticsdean@teacupanalytics.comGrow Your Business with Google AnalyticsA Google Analytics Mini-course For Small Businesses

Who Am I?A curriculum vitae of sorts

Born and raised on a farm in South Africa, near JohannesburgBuilt Mad Mimi, acq. by GoDaddy in 2014 and was on the team that built GoDaddy Email MarketingPreviously Chief of Culture for Mad Mimi & Director of Online Support for GoDaddyFounder of Teacup AnalyticsI currently live in Tel Aviv, IsraelI run, surf and travel

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Who Cares About Web Analytics?

Hopefully, You Do!Analytics are super helpful and you should totally care about itWho are my visitors?

How often do they visit my site?Where do my visitors come from?

How many of my visitors are new to my site?

Where do my visitors live?Which pages do visitors like on my website?

Which pages attract my most engaged visitors?Do visitors do what Id like them to do?

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Ok, Lets Actually Get Started!

Tools And StuffWhat if I use WordPress or something?

If you use WordPress, I recommend Google Analytics by MonsterInsights to install your Google Analytics code. Shopify, Etsy, Squarespace, Wix etc. all have their own Google Analytics integrations that need your tracking ID:

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A Neat Trick! Tricking The Spam Referrers In One Easy Step!

There are evil spammers who pretend to refer your websiteThis can ruin your data and trick you into clicking their spammy links

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A Neat Trick! Tricking The Spam Referrers In One Easy Step!

There are evil spammers who pretend to refer your websiteThis can ruin your data and trick you into clicking their spammy links

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A Neat Trick! Tricking The Spam Referrers In One Easy Step!

There are evil spammers who pretend to refer your websiteThis can ruin your data and trick you into clicking their spammy links

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A Neat Trick! Tricking The Spam Referrers In One Easy Step!

Most Google Analytics properties end in -1By ending yours in -2, you minimize the likelihood of spam referrals finding you.Its not fool-proof but it works as well as complicated filtering techniques.

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A Neat Trick! Tricking The Spam Referrers In One Easy Step!

Most Google Analytics properties end in -1By ending yours in -2, you minimize the likelihood of spam referrals finding you.Its not fool-proof but it works as well as complicated filtering techniques.

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Another Neat Trick! Making sure youre not muddying the water yourself

You know how you hang out on your own site? Well, it can skew your data!Filtering out your own IP address keeps your data accurateFirst google what is my IP address? then paste it here:

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Another Neat Trick! Making sure youre not muddying the water yourself

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A Tiny GlossaryYou might already know this but

Goals A goal is a desired activity that a site visitor might takeConversion When a site visitor completes an activity (a goal)Channel This is a source of web traffic e.g. Organic search, social media, referralAction Something the business does to grow or improve their site experience Analytics The discovery and interpretation of dataData - Individual pieces of informationAnalysis The process of breaking a complex topic into smaller parts to better understand it

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Goooooooaaaaaaaaaallllll!!!!

Goooooooaaaaaaaaaallllll!!!!

Its Good To Have A GoalWait, are we talking about sports now?

A goal is a Google Analytics feature that lets you track:How many people take a certain action or reach a certain pageHow many people stay for a minimum amount of timeHow many people view a minimum amount of pages on your site

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Its Good To Have A GoalWait, are we talking about sports now?

A goal is a Google Analytics feature that lets you track:How many people take a certain action or reach a certain pageHow many people stay for a minimum amount of timeHow many people view a minimum amount of pages on your siteGoals are a way for you to keep score!

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Its Good To Have A GoalWait, are we talking about sports now?

A goal is a Google Analytics feature that lets you track:How many people take a certain action or reach a certain pageHow many people stay for a minimum amount of timeHow many people view a minimum amount of pages on your siteGoals are a way for you to keep score!

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Its Good To Have A GoalWait, are we talking about sports now?

A goal is a Google Analytics feature that lets you track:How many people take a certain action or reach a certain pageHow many people stay for a minimum amount of timeHow many people view a minimum amount of pages on your siteGoals are a way for you to keep score! This score is called your conversion rateWhat percentage of site visitors do what I want them to do?

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So What? Why Do I Need Goals?Why is keeping score important?

Without keeping score, you cant judge good traffic from bad trafficGoals help you find what works, and what doesnt

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So What? Why Do I Need Goals?Why is keeping score important?

Lets look at an example. Below are four traffic channels. Your goal is a purchase of your e-book for $10. Which channel is most valuable?

Organic searchDirectReferralSocial

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So What? Why Do I Need Goals?Why is keeping score important?

Lets look at an example. Below are four traffic channels. Your goal is a purchase of your e-book for $10. Which channel is most valuable?

Organic searchDirectReferralSocial

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So What? Why Do I Need Goals?Why is keeping score important?

What about now?Which channel is most valuable?

Organic searchDirectReferralSocial8,000 visits10,000 visits5,000 visits3,000 visits

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So What? Why Do I Need Goals?Why is keeping score important?

How about now?Getting any ideas yet?

Organic searchDirectReferralSocial8,000 visits10,000 visits5,000 visits3,000 visits2% conv. rate1% conv. rate10% conv. rate10% conv. rate

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So What? Why Do I Need Goals?Why is keeping score important?

Lets make this more realAnd look at the same data from a different perspective

Organic searchDirectReferralSocial8,000 visits10,000 visits5,000 visits3,000 visits160 e-books100 e-books500 e-books300 e-books

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So What? Why Do I Need Goals?Why is keeping score important?

Yup, youve got it!Good job, referral traffic

Organic searchDirectReferralSocial8,000 visits10,000 visits5,000 visits3,000 visits$1,600$1,000$5,000$3,000

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Ok, What Goals Should I Set Up?And how many goals are enough?

Keep it simple and only set up a handful of goals at most!Pick the key action that a visitor could take that helps define success for youIf you can tie it to revenue, then it should be a goal:Purchasing somethingSubscribing to an email list (because you can sell later)Pageviews, if you have advertising on your siteAvoid vanity goals, like time on site, if its not directly tied to an action or revenueLets go set up a goal

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Google Analytics Crash Course

So, What Do I Need To Know?Actually, theres not a lot to it

Dimensions are words, not numbersCity, landing page, device type, user typeMetrics are numbers, not words and provide the quantitative measurementsSessions, pages per session, conversions, time on siteSo, you start with a dimension, like New visitors The metrics tell you how many new visitors you had, how many converted, how many pages they visited

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So, What Do I Need To Know?Actually, theres not a lot to it

Dimensions are words, not numbersCity, landing page, device type, user typeMetrics are numbers, not words and provide the quantitative measurementsSessions, pages per session, conversions, time on siteSo, you start with a dimension, like New visitors The metrics tell you how many new visitors you had, how many converted, how many pages they visited

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So, What Do I Need To Know?Actually, theres not a lot to it

Google Analytics groups dimensions and metrics into buckets:

AcquisitionAudienceBehaviorConversionsWho are my visitors?

How often do they visit my site?Where do my visitors come from?

How many of my visitors are new to my site?

Where do my visitors live?Which pages do visitors like on my website?

Which pages attract my most engaged visitors?Do visitors do what Id like them to do?

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A Very Quick Tour Of Google Analytics(live demo)

Lets Talk About Teacup

What Is Teacup Analytics?Teacup Analytics Simplifies Google Analytics for Small Businesses

Launched in March 2016Teacup Analytics makes Google Analytics data simple and understandableLibrary of over 30 analyst-crafted reportsInnovative grading system that qualitatively analyzes web trafficMonitors the impact that actions have on performance

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What Is Teacup AnalyticsAll your Google Analytics data but easier

Over 30 pre-built reportsData is organized into answersGrades are calculated unique to youLess is moreCan create custom reportsVast amounts of data to exploreGoogle Analytics has competitive benchmarkingLots and lots

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A Very Quick Tour Of Teacup Analytics(live demo)

Lets Become Analysts

Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actions

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!Volume is insignificant and results are poorNot worth time and effortToo hard to make an impact with current resources

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!Action 2: Optimize!

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!Action 2: Optimize!Traffic volume is significant but conversions suck i.e. low qualityThis is a leaky bucket, with holes you should plug before adding waterYoure improving for results, and not worrying about volume

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!Action 2: Optimize!Action 3: Grow!

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Easy Analysis and ActionThe quickest way to find actionable insight

All analysis boils down to three possible actionsAction 1: Do nothing!Action 2: Optimize!Action 3: Grow!Traffic volume is low but has great conversion rates, i.e. high quality Ripe for growth because the bucket is water-tight

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Finding Those Opportunities

So How Do I Actually Act On This Stuff?

Acting Is As Easy As PieJust ask the experts

Once youve found the opportunity to act, whether its growing or improving something, its time to actHow do you know what to do? Ask Google.Seriously, thats all.

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The True Analyst Asks Questions

To Act: Ask And AnswerThis is where we return to high school

Remember the scientific method from high school?

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To Act: Ask And AnswerThis is where we return to high school

Remember the scientific method from high school?

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To Act: Ask And AnswerThis is where we return to high school

Remember the scientific method from high school? Acting on data means stating a hypothesis or asking a questionIf I do X, then I think Y will happenIf I change A, will B improve?Then, once you act, you need to measure the resultsHeres how we do this in Teacup:

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Rinse And RepeatIts a continuous loop of improvementGrowImproveImproveSuccess!

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Rinse And RepeatIts a continuous loop of improvementGrowImproveImproveSuccess!

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By Dean LevittFounder, Teacup Analyticsdean@teacupanalytics.com

Any Questions?