google analytics- start turning data into actionable insights
TRANSCRIPT
GOOGLE ANALYTICS: START TURNING DATA INTO ACTIONABLE INSIGHTS
INTRODUCTION
ABOUT ME‣ Growth hacker (I come up with ideas)
‣ Conversion Strategist (I test old ideas)
‣ Entrepreneur (I make ideas happen)
INTRODUCTION
AGENDA‣ How to install and use Google Analytics
‣ Key data to focus on
‣ How to interpret key data
WHAT IS GOOGLE ANALYTICS?
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS
WHAT IS GOOGLE ANALYTICS?
● Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. It's the most widely used website statistics service. The basic service is free of charge and a premium version is available for a fee.
HOW TO INSTALL AND USE GOOGLE ANALYTICS
GOOGLE ADWORDS: TURNING DATA INTO INSIGHTS
HOW TO INSTALL● You put a tracking code on your website● If you have a wordpress site you can use a plugin like
“Ultimate Google Analytics” instead and just add the Google Analytics tracking code
● Also put in event, funnel and conversion tracking
HOW TO INSTALL AND USE GOOGLE ANALYTICS
EXAMPLE: THE GOOGLE ANALYTICS TRACKING
MAIN REASONS FOR USING GOOGLE ANALYTICS● Understand user behaviour● Implement data driven decision making to improve sales● Change the company in the right direction
HOW TO USE GOOGLE ANALYTICS
HOW TO USE GOOGLE ANALYTICS: EXAMPLE MODEL
KEY BUSINESS GOALS THAT CAN BE ACHIEVED● Identify key demographic● Find out what content is popular● Increase conversion to the point of making new forms of
advertising profitable so you can scale faster.
HOW TO USE GOOGLE ANALYTICS
HOW TO USE GOOGLE ANALYTICS: DASHBOARD
YOUR TASK FOR THE NEXT 15 MINUTES:● Step 1: Identify your goals with using Google Analytics
WORKBOOK: Step 1
KEY DATA TO FOCUS ON
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS
FIRST QUESTIONS TO ASK ● How many come to your website a month?● Where do they go on your website?● Where do they spend the most time?
KEY DATA TO FOCUS ON
GOOGLE ANALYTICS EXAMPLE: AUDIENCE OVERVIEW
GOOGLE ANALYTICS EXAMPLE: BEHAVIOUR: CONTENT
WHO COME TO YOUR WEBSITE?● Which countries do they come from?● What devices are they viewing your website on?● Are they one timers or loyal fans?
KEY DATA TO FOCUS ON
GOOGLE ANALYTICS: AUDIENCE - LOCATION - SESSIONS
GOOGLE ANALYTICS: AUDIENCE - MOBILE - OVERVIEW
GOOGLE ANALYTICS: AUDIENCE - MOBILE - DEVICES
GOOGLE ANALYTICS: AUDIENCE - BEHAVIOUR
WHAT IS YOUR…?- Conversion rate = (sales or leads / unique visitor) x 100
- Time on page (more than a minute indicate interest)
- Cost per lead/sale = total traffic price / number of leads or
sales
KEY DATA TO FOCUS ON
EXAMPLE: GOOGLE ANALYTICS:
YOUR TASK FOR THE NEXT 15 MINUTES:● Step 2: Identify which data is key to you
WORKBOOK: Step 2
HOW TO INTERPRET KEY DATA
GOOGLE ANALYTICS: TURNING DATA INTO INSIGHTS
LOW TRAFFIC● Have you invested enough into traffic?● Is it too early to see an increase?● Can your traffic strategy be improved?
HOW TO INTERPRET KEY DATA
POTENTIAL TRAFFIC SOURCES
ORGANIZE YOUR TRAFFIC STRATEGY: IFTTT.COM
LITTLE TIME SPENT ON THE WEBSITE● Can your content be improved?● Are your graphics good enough?● How targetted is your traffic?
HOW TO INTERPRET KEY DATA
EXAMPLE: LINGS CARS
LOW CONVERSION● How good is your offer?● How clear is each page in your sales funnel?● How much proof are you providing?
HOW TO INTERPRET KEY DATA
HOW TO CREATE A CONVINCING OFFER
THE FORGOTTEN SALES FUNNEL?
CASESTUDY: SWITCHFIT.IO
EXAMPLE: DROPBOX - A/B TEST - VERSION A
EXAMPLE: DROPBOX - A/B TEST - VERSION B
YOUR TASKS FOR THE NEXT 15 MINUTES:● Step 3: Interpret your data
WORKBOOK: Step 3
Q&ASUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS