Make Web Analytics Work For Your Business

clickTRUE Confidential and Proprietary

Make Web Analytics Work For Your Business By Adrian Tan

Private & Confidential



Today’s Ninja Exercise

1. Introduction to Google Analytics

2. How clickTRUE Works With Our Clients

3. Questions When Measuring For Success For Your Business

4. Answering your queries


Introduction to Google Analytics


Google Analytics Overview

Hosted web analytics tool that helps advertisers improve their site and increase their marketing ROI


A Look Into What You Can Get


How clickTRUE Works With A Client – A Major SG Car Dealer


How It Starts (normally)

$$$ - Have to use it since it is expensive

$ - Should use it since it is there

Free - Want to use it since it is free


Roadblock 1… Overload Of Funky Figures


Rockblock 2… Pages, Traffic, is that all?

Equivalent to


Roadblock 3… Inconsistency with other Figures

“The analytics figures are wrong. We had 512 orders in our [fill in the blank for sophisticated ERP system]. We cannot rely on it”


Roadblock 4… Inconsistency with logic

1. Traffic Sources

2. Missing Data

3. Wrong Marketing / Campaign attribution

Mostly Direct

Usual Situation


Our Google Analytics Project With A Client

Implement DetermineQuestions

Analyse +Provide

Intelligence

- Coordinate with Web Developers- Troubleshoot, Enhance


A Collaboration

clickTRUE:Experience inGoogle Analytics Product+Web Analytics best practices

Client (YOU):Knowledge of the business+Strategies for more profits


We Use A Framework For Analysing


Some Case Studies


Questions When Measuring For Success For Your Business


What Makes A Good Site?


What Makes A Good Site? Site A?



A Good Site Accomplishes Your Goals


A Web Analytics Measurement Model Helps!


A Clear Picture Presented With Goals


Are there one or two indicators we should focus on growing/are more important indicators? e.g. Are high page views more important that bounce rates?


Quick Answer

Yes And No


Definition of Bounce Rate:Percentage of single-page visits or visits in which the person left your site from the entrance (landing) page

Alternate Definition (credited to Avinash Kaushik):I came, I puked, I left


However...

Bounce Rate known as one of the most important and widely used metric

• Widely used and simple to understand

• Indicates how your customer is behaving and engaging with your site

• Actions can be taken to address the offending pages immediately


BLOGS - Bounce Rate Incompatibility

• Many businesses and organisations maintain a blog with their corporate websitee.g. blog.company.com , company.com/blog , SomeOtherURL_forTheBlog.com

• Blogs usually have Bounce Rates that are worse than the site average

11


Pages where you expect your visitors to leave do not go well with Bounce Rates

One Page Sign Up Forms

Intention is to provide less distraction.User submits form and leaves.

22


Directory to external sites

Check on the number of referrals sent to the external sites for an indication of performance

Pages where you want your visitors to leave do not go well with Bounce Rates


Page containing ads that you want people to click on

A better metric could be to assess the CTR for ads on the page.

Pages where you want your visitors to leave do not go well with Bounce Rates


Destination Pages - Doing their job so well that visitors bounce

Pages that contain information that visitors are looking for

User searches for clickTRUE addresss. Lands on a page with that specific info. Leaves satisfied.

33


Which Of Your Content (Writers) Is Better Than The Rest?


Identify Areas Of Interest

Tag Category /Section

Tag Writer

Tag Article

Tag Sharing Activity


Generate The Metrics That Matter

1. Category, Section, Article Impact

• Page Views, Time spent

2. Writer Impact

• No of return visitors, page views

• Writer cost per page view

• Time spent writing versus reading

3. Sharing (a proxy for satisfaction level)

• No of times people share the articles

4. Unread Pages

• Need to identify through matching with your site list.


A Sample Of A Content Report


Besides website interactivity and more frequent content updates, and given a limited budget, are they any other ways to increase traffic to a site?


I Know That Question…I Hear It All The Time

Competency = Manpower = Time =Money


Web Analytics Can Help Reduce The Cost

OFFLINE

ONLINE Client Website

EDM

Print AdsHerWorld

Referral Websites

Counter Cards

Social Media

Search & Content Network

Microsite


Focusing On New Visitors

Organic Sources – Search Engine OptimisationDirect – Existing readers, EventsReferral – Social Media Marketing on FacebookCost Per Click – Search Engine MarketingEmail – E-Newsletter


What Are Users Actually Doing On My Website?


Is There A Pattern?


Find Patterns From Analytics


Herd Your Visitors


When is a good time to start selling stuff on the site?


Selling Requires Traffic


Making Comparisons With Your Competitors


Grab Awards & Accolades


How can I monitor the benefit of social media to my website?


Numerous Social Media Listening Platforms


Facebook Insights – Keeping Data Within


Your website is still linked by URLs to the rest

http://www.clicktrue.biz/event/conversion-optimisation-seminar-2010/mailer2.html?utm_source=twitter&utm_medium=socialmedia&utm_campaign=CEO_campaign


Impact Of Social Media Collected in GA

http://ctr.bz/tagyourlinks


Summarising


Questions and Answers

1. What Makes A Good Site?

• Those that achieves your goals

2. Are there one or two indicators we should focus on growing/are more important indicators?

• Understand your indicators

3. Which Of Your Content (Writers) Are Better Than The Rest?

• Monitor impact

4. Given a limited budget, are they any other ways to increase traffic to a site?

• 80:20 rule. Understand efficiency

5. What Are Users Actually Doing On My Website?

• Track navigation and herd users

6. When is a good time to start selling stuff on the site?

• When you have an edge over your competitors

7. How can I monitor the benefit of social media to my website?

• Tag links


ctr.bz/we_are_tracking_you

Technology

Make Web Analytics Work For Your Business