alan boydell google analytics manager southern europe
Download
Skip this Video
Download Presentation
Alan BOYDELL , Google Analytics Manager, Southern Europe

Loading in 2 Seconds...

play fullscreen
1 / 23

alan boydell, google analytics manager, southern europe - PowerPoint PPT Presentation


  • 442 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'alan boydell, google analytics manager, southern europe' - PamelaLan


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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

slide3
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

slide4
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

slide5
How to create an account

Directly in AdWordshttp://adwords.google.com

Google Analytics standalone sitehttp://analytics.google.com

slide6
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>

slide7
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

what keywords are generating the most traffic
What keywords are generating the most traffic?

Very graphic interface

Highly precise keyword tracking

which keywords give you the best roi return on investment
Which keywords give you the best ROI (return on investment)?

Optimise your campaign based on post-clic info

ROI per keyword

find the most profitable position for you
Find the most profitable position for you

Which position has the best ROI?

Optimise your CPC to aim for the optimal position

find the most profitable position for you13
Find the most profitable position for you

Which position has the best ROI?

Optimise your CPC to aim for the optimal position

find the most profitable position for you14
Find the most profitable position for you

Which position has the best ROI?

Optimise your CPC to aim for the optimal position

find the most profitable position for you15
Find the most profitable position for you

Which position has the best ROI?

Optimise your CPC to aim for the optimal position

compare different sources of traffic for a same keyword
Compare different sources of traffic for a same keyword

Compensate your weakness in natural search using paid search

Conversion rate per keyword per source

the conversion funnel

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

the conversion funnel19

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%

the reasons for visitor drop out

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

the conversion funnel21

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%

try it out for yourself
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

slide23

Try it our for yourself!

analytics.google.com

ad