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How are people getting to your website? What content do they respond to? Is a visitor from a search engine or a referring website more likely to buy or sign up for a newsletter? If you aren't able to answer these questions, then you need to attend this webinar on how to use Google Analytics to determine how people are engaging (or not engaging) with your website. We'll talk about the why and how of using web analytics to track site performance and how to use these insights to make improvements to your website.
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Using Google Analytics to MeasureWebsite Engagement
Hall Web Services
Who We Are
Kasi GajtkowskiOrganic Search [email protected]
Hall Web Serviceswww.hallme.com
• Over 11 Years in Business• Over 80 Search Marketing Clients• 98% of Customers "Very Satisfied"
Got Questions?
• Use GoToWebinar “Chat” or “Ask a Question”
• Twitter with #SEOvision tag
About You:
What You'll Learn:
• Why analysis of web stats is important• Why Google Analytics makes a great web stats program• How to set up GA and make sense of Google Analytics basics• A little bit about the advanced features offered by GA
• You own or manage one or more websites• You care about whether these sites generate business or not• You want to know the real picture of how your sites are performing
Analytics: Completing the Conversion Cycle
What Analytics Allows You to See
• Who is coming to your site• When they got there• How they got there• Where they went when they got there• What action (if any) they take• Why? Well, you'll have to infer
What Analytics Doesn't Do
• Doesn't make you perform better in search• Doesn't fix all your problems• Doesn't answer your questions for you• Doesn't give you one true answer
Photo:http://www.flickr.com/photos/81929990@N00/429755417/
Why Google Analytics?
• Free• Easy to Use• Powerful
Why Not Google Analytics?
• Javascript• 24 hour delay• No backwards data
Getting Started
• Google.com/analytics• Need a Google account• One account per client, multiplewebsites per account• Tracking code goes in footer ofwebsite... templates make thiseasy!• "Check Status" to see if installed,no data for 24hrs
Goals!
Photo:http://www.flickr.com/photos/29550316@N07/2790170831
You want people to do something!
Like:
• Fill out a contact form• Sign up for newsletter• View a demo• Download a whitepaper• Buy something
Goals!
Components to a Goal:
• "Thanks" Page• Pages to get there• Value
Goals - This is Cool
Allows us to see:
• Impact of email marketing• Paid versus search traffic• Best performing keywords• Best performing referral sites (press, blog write-ups, social media efforts)
Using GA: Dashboard
Using GA: Traffic Sources
Using GA: Content
Using GA: Visitors
GA Advanced - Segmentation and filters
• Exclude specific types of traffic• Include only specific sourcesof traffic• Segmentation - instant andretroactive• Filters - permanent andfor future use only
GA Advanced - Custom Reporting
• See a report with practicallyany metric compared to practically any dimension
GA Advanced – Event Tracking for Offsite Links, Videos
1. Category - 'Videos'
2. Action – 'Play'
3. Label – 'Baby's First Birthday'
[There are also “Values” and “Implicit Count”]
<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'Baby\'s First Birthday']);">Play</a>
Additional code added for events so you can see them in your reports!
Let's say you want to know when someone hits the “Play” button on a video on your website:
End Goal... Making Changes!
• High Bounce Rate.. Okay on blogs,but why are people leaving?• Ecommerce - Are people afraid to commit?• Web forms - Are you asking too much info?• Wow, that content was hot! Should you writemore about it?• StumbleUpon, Twitter, LinkedIn... man, thisstuff works!
Re-cap
Photo: http://www.flickr.com/photos/5-0_og/1304841776/
• Don't manage a websitein the dark• GA is really powerful!• There's a lot to learn• Observe, analyze, react• Consultant networkavailable if you need help
Weekly Webinars
Next week:
Amanda – Get More Return by Blogging Better
Two Weeks:
Alayna – What is a CMS and Why Do I Need One?
Learn More!
Web Vision Blog - http://www.hallme.com/blog
Webinars – http://www.hallme.com/webinars
Follow Hall on Twitter - @Hall_Web
Call us! 1-877-425-5932 (HALL-WEB)
Email me: [email protected]
QUESTIONS?
