Introduction to Website Analytics. Class 2: September 19, 2016

Transcription

1 Introduction to Website Analytics Class 2: September 19, 2016

2 Three Classes 1: What does Website Analy<cs mean to you 2: Why it ma?ers to your business 3: What s Next

3 Today: why it matters to you Who is coming to your website? What are they doing there? How can you get more of those people to your site?

4 Last week: Analytics: Why do I care? Improve your business ü Overall conversions/sales ü Website usability/func<onality ü Marke<ng resource alloca<on ü Marke<ng efficacy ü Make your site work for you

5 Analytics: SEO is only part Inbound Marke<ng Search Engine Op<miza<on (SEO) Website Analy<cs Repor<ng & Tes<ng Website Design & Func<onality

6 Search Engine Optimization SEO Defini<on: The process of maximizing the number of visitors to a par6cular website by ensuring that the site appears high on the list of results returned by a search engine. Breaking down SEO: - On your website - Technical changes, naming conven<ons, etc. - Off your website Lis<ngs, networking, accuracy of data, etc

7 What visitors see h?p:// cachedview.com/ Moz Resources

8 What search engines see h?p://cachedview.com/ Moz Resources

9 What I m looking at h?p://cachedview.com/ Moz Resources

10 SEO: on your website Pages Page & Content Titles (75 characters or less) Meta Descrip<on ( characters) Describe what is on that page mixed with the key phrases/words about your brand. This is what will show up in search Structure Short, descrip<ve URLS (stay away from spaces or _ or +) with keywords if possible All pages link to each other Images Image Alt Text Generate a Sitemap Free online sources or through hos<ng/cms - Look for CMS specific plugins/resources (Yoast SEO) - Guide: h?ps://moz.com/beginners-guide-to-seo

11 SEO: off your website Submihng a Sitemap Submit directly to search engines, through host or search console Link Building Lis<ng on social sites Lis<ng on directories (yp.com, yext) Moz Local Exact name, address, phone Links to and from other relevant industry sites, clients or partners

12 Back to Google Analytics Business Goals: Be?er Search Ranking Hypothesis: If I make changes on my site, then search ranking will go up Analy<cs tool: GA Search Console - What keywords are currently driving traffic? - What SHOULD you be ranking for? Are you? Repor<ng: Document & Track Changes - Make annota<on in GA as you submit sitemaps, update links or any other SEO change - Check in on data weekly/monthly to see if things are improving

13 Google Analytics Keywords Basic Website Informa<on Sessions Time Spent Bounce Rate Page Load Timing Geo Loca<on Mobile vs Desktop Browsers Rela<ve Sources Advanced Website Informa<on Gender & Age Demographics Click Events Ecommerce & Products Custom Ac<on Sequences Reports Dashboards Shortcuts

14 More Google Analytics Reports Shortcuts Dashboards - Crea<on & Edi<ng - Automa<c Other fun GA things Events Filters Segments Goals

15 Appendix

16 DeKine Goals What are the 3 primary goals of your business? How can website visitors achieve these goals? Are there other ways of accomplishing these goals? Make a Plan: Define Goals. Measure. Report. Test. Repeat.

17 Measure Are you measuring how well you are gehng to those primary business goals? Can you measure it on the website? Get a baseline. Where is your site today? - Monthly # of visitors - Average Bounce Rate - Average Time on Site - Most popular pages Make a Plan: Define Goals. Measure. Report. Test. Repeat.

18 Report Create a repor<ng template - Get used to the metrics (know what they mean and when they look out of whack) Repor<ng Cadence Factors - How much traffic do you have? - How much <me do you have to op<mize your website? - Monthly? Quarterly? Resources - Who will be responsible for website analy<cs? Make a Plan: Define Goals. Measure. Report. Test. Repeat.

19 Test Once you have your baseline metrics, test out new ideas and track which ones work best. Tes<ng Mindset: If this, then that Ex. If I change the bu?on color, then more visitors will click it. Run a test and look at the results (you might need to run it for a few weeks or months to have the numbers you need) If it makes the impact you want, test it on other pages or try rolling it out across the site. Make a Plan: Define Goals. Measure. Report. Test. Repeat.