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WebsiteAnalytics

A proposal for building a new report format to gain better business insights from Google Analytics

Courtesy of: SeachandSocialMedia.co.uk

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Table of Contents

Explanation of GoalsPossible report formatSample images and metrics

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Special thanks to Avinash Kaushak and his book Web Analytics an Hour a Day for inspiring & guiding this presentation

3Goals

What are we trying to achieve?

A format that a marketing team can quickly review, learn from and forward to their stakeholders

An insightful report that:• Shares important website information• Shows metrics in a concise and action oriented manner• Points to specific next decisions/steps for teams• Highlights what needs to/will be implemented

Courtesy of: SeachandSocialMedia.co.uk

4Goals

What are we trying to achieve?

We are attempting to answer business questions such as:

• How can I improve revenue in X number of months?• Have we improved at allowing customers to solve their problems?• What is the impact of the website on..?• What are the most influential content buckets on the website?• What are the most productive inbound traffic streams and which

sources are we missing?

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5Possible Format

Whether online or on paper The report is broken down into (five) sections and always show current month vs. past month vs. same month previous year:

1. Website behaviour

2. Conversion Optimisation

3. Target segmentation (future oriented)

4. Insights and recommendations

5. Appendix

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Possible Format1. Website behaviour

Visits Pages/Visit PageviewsAvg. Time on Site Bounce rate % New visits

2. Conversions outcomesTask completion rates Downloads by model Conversions by model Goal abandonment rate

3. Target segmentation (future oriented) Breaking customers into segments – ex. Social Media users, specific

product line interest..

4. Insights & suggestions (from your Analysts)

5. AppendixTop Content overview Top Keywords Other important metrics

Courtesy of: SeachandSocialMedia.co.uk

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Visits Current month

Past month

Same month last year

Pages /Visits Current

monthPast month

Same month last year

Absolute Uniques Current

monthPast month

Same month last year

2,000 1,980 1,000 3.6 3.4 4.0 1,234 1,000 200

Bounce rate Current

monthPast month

Same month last year

%New visits Current

monthPast month

Same month last year

Page views Current

monthPast month

Same month last year

56.2% 54.7% 59.7% 67.0% 73.0% 56.4%

Avg. Time Current

monthPast month

Same month last year

New vs. Return Current

monthPast month

Same month last year

Traffic Sources Current

monthPast month

Same month last year

0:01:25 0:02:08 0:02:56 New 1,340 1,445 564 Contains formula Direct 23.6% 27.8% 19.0%Return 660 535 436 Search Engine 56.9% 55.2% 63.0%

Referring sites 20.7% 26.4% 17.8%

Visitor Loyalty Current

monthPast month

Same month last year

Length of Visit Current

monthPast month

Same month last year

Depth of Visit Current

monthPast month

Same month last year

1 time 0 - 10 secs < 1 pageview2 times 11 - 30 secs 1 pageviews3 times 31 - 60 secs 2 pageviews4 times 61 - 180 secs 3 pageviews5 times 181 - 600 secs 4 pageviews6 times 601 - 1,800 secs 5 pageviews7 times 1,801+ secs 6 pageviews8 times 7 pageviews9 - 14 times 8 pageviews15 - 25 times 9 pageviews25+ times 10+ pageviews

DashboardCourtesy of: SeachandSocialMedia.co.uk

8Conversions

Google Analytics only allows limited views of information

Exporting the same details and recreating charts (via Google Charts) can let you share in a more communicative manner

Courtesy of: SeachandSocialMedia.co.uk

Product A Product B Product Cconver.-jan 100 90 12conver.-feb 230 200 12conver.mar 127 100 26 0

500

Product C

Product B

Product A

9Other Metrics

There is a wealth of information at your fingertips and we wish to present it in a way that lets you make informed business decisions

It’s not just about updates and what happened MOM

Courtesy of: SeachandSocialMedia.co.uk

10Future Metrics

Once the new format is working you can explore other possible metrics that can help both marketing and the greater business understanding of what the website is producing:

Can you track visitors to important pages and show solving problems?

• Viewed support page• Viewed FAQ – no contact• Viewed FAQ then contact

Courtesy of: SeachandSocialMedia.co.uk

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What do you think?

Courtesy of: SeachandSocialMedia.co.uk

Is this the new Business Analytics Decision Report?

Images from http://www.kaushik.net http://bit.ly/ecMZ6K