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Alan BOYDELL , Google Analytics Manager, Southern Europe

Analytics. How to mesure and optimise your ROI using Web Analytics. Alan BOYDELL , Google Analytics Manager, Southern Europe. - Part 1: General presentation -. Analytics. Analyse the performance of your online Marketing initiatives. Search Marketing & natural search. Banner Advertising.

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Alan BOYDELL , Google Analytics Manager, Southern Europe

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  1. Analytics • How to mesure and optimise your ROI using Web Analytics Alan BOYDELL, Google Analytics Manager, Southern Europe

  2. - Part 1: General presentation - Analytics

  3. Analyse the performance of your online Marketing initiatives Search Marketing & natural search Banner Advertising Analyse your post-clic activity Email Marketing Determine which marketing initiatives are driving the best traffic to your site Which campaigns offer the best ROI? Search Engine Optimization Referrals Affiliate Programs

  4. Identify which indicators are the most relevant for you • Determine how to measure the success of your web site based on your business objectives Key PerformanceIndicators • Number of visits / Unique Visitors • Sales, Average order value • Page-views, Pages with publicity • Sign-ups, Whitepaper downloads • Etc … Track up to 200 goals per account

  5. How to create an account Directly in AdWordshttp://adwords.google.com Google Analytics standalone sitehttp://analytics.google.com

  6. Google Analytics’ tracking code <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">  _uacct="UA-xxxx-x";  urchinTracker();</script> Advice #1 :place the code on EVERY page Advice #2 :Place the tracking code a the end of the page: just before </body>

  7. How Google Analytics works Javascript codeon every page + 1) Cookies are set 4 “1st party” Cookies are placed 3) Reports are updated 2) Data is sent to GA servers

  8. 2 / Optimize your AdWords campaigns

  9. What keywords are generating the most traffic? Very graphic interface Highly precise keyword tracking

  10. Which keywords give you the best ROI (return on investment)? Optimise your campaign based on post-clic info ROI per keyword

  11. Detailed Analysis – Go beyond the CTR to improve your ROI

  12. Find the most profitable position for you Which position has the best ROI? Optimise your CPC to aim for the optimal position

  13. Find the most profitable position for you Which position has the best ROI? Optimise your CPC to aim for the optimal position

  14. Find the most profitable position for you Which position has the best ROI? Optimise your CPC to aim for the optimal position

  15. Find the most profitable position for you Which position has the best ROI? Optimise your CPC to aim for the optimal position

  16. Compare different sources of traffic for a same keyword Compensate your weakness in natural search using paid search Conversion rate per keyword per source

  17. 3 / Optimize your website

  18. Viewing a product category page 1 Viewing a product page 2 3 Viewing the shopping cart 4 Completing an order The conversion funnel Visitors Where do most visitors drop out? Optimize your conversion process to maximize conversions Goal = visitors become customers

  19. 18,5% 30,3% 95,4% 42,1% 37,4% 59,6% The conversion funnel Funnel 1 2 3 4 5 6 7 Search page Where do most visitors drop out? Results page Flight availability Optimize your conversion process to maximize conversions Reservation Confirmation Payment form Order complete Goalpage 0.25%

  20. Exits = 95.4% Exits = 59.6% The reasons for visitor drop-out Visitors Identify reasons for high drop-out • Exit Reasons: • Poor search experience • Availability checker very clunky Optimize your conversion process to maximize conversions • Exit Reasons: • Overlong payment form • Poor layout Customers

  21. Improved layout Removed Improved layout The conversion funnel Funnel 1 2 3 4 5 6 7 Search page Where do most visitors drop out? Results page Flight availability Optimize your conversion process to maximize conversions Reservation Confirmation Payment form Order complete Goalpage 0.25% 2.23%

  22. Try it out for yourself! Very simpleinstallation Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design Sophisticated, yet easy to use Next Steps: Sign Up for Google Analytics Install the Google Analytics tracking code on your site Configure site goals in Google Analytics View Reports Sign Up Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords Integrated with AdWords analytics.google.com Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web Free

  23. Try it our for yourself! analytics.google.com

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