Google Analytics. Overview About Google Analytics Setting Up Google Analytics Creating a Google Account... 3

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1 Google Analytics Overview... 2 About Google Analytics... 2 Setting Up Google Analytics... 3 Creating a Google Account... 3 Editing your Website Profile... 4 Adding Google Tracking to the Page Footer... 6 Adding Ecommerce Tracking to the Order Script... 7 Cool Features... 8 Dashboard... 8 Site Overlay... 9 Map Overlay Traffic Sources Top Content Top Exit Pages Funnels Services from Radiant Systems Google Implementation Services Images, Design, & Usability 1

2 Google Analytics OVERVIEW Google Analytics is a free tool from Google that allows you to track and view critical data about your website, the search engines driving traffic to your site, and the shoppers who buy from you. By adding a few simple pieces of JavaScript code to your site through CPOnline Store Management, you can gain insight into visitor behaviors, make better decisions, and ultimately improve your onsite conversions. ABOUT GOOGLE ANALYTICS Take a Tour of Google Analytics With Google Analytics, you can gain valuable insight about your website, including: Unique Visitors How many visits did I get this week? This month? This year? Traffic Sources Where did these visits come from? How much organic (non-paid) traffic is coming from Google? Content What are my most popular pages? Which pages have the most exits? Ecommerce Which traffic source is generating the most revenue for me? What is my ROI for paid advertising? Images, Design, & Usability 2

3 SETTING UP GOOGLE ANALYTICS Google: CHECKLIST 1. Create a Google Account (learn more on page 3) 2. Edit your Website Profile (learn more on page 4) CPOnline: 3. Add Google s visitor tracking code to the CPOnline page footer (learn more on page 6) 4. Add Google s ecommerce tracking to the CPOnline order scripts (learn more on page 7) CREATING A GOOGLE ACCOUNT Google Create a Google Account at (If you already have a Google account for Gmail, Google Product Search, AdWords, etc., simply sign in to your Google account, go to My Account, and select Analytics.) When prompted, enter the address of your CPOnline site. As soon as you click Finish, Google will provide you with tracking code. Copy this tracking code. You will add it to your CPOnline store in a later step. Enter the address of your website Images, Design, & Usability 3

4 EDITING YOUR WEBSITE PROFILE Google Analytics: Profile Settings Sign in to your Google account and select Analytics. To update your website profile, click Edit under Actions column of the Website Profiles page. Click Edit to open the Profile Settings page On the Profile Settings page, click Edit to update the Main Website Profile Information. Click Edit to update your Profile Settings Images, Design, & Usability 4

5 Ecommerce and Site Searches Google needs to know that your site is an ecommerce site and that you want to track site searches in your storefront. First, specify that your website as an ecommerce store and indicate your desired currency settings. Second, specify that you do want to track site searches and add searchterm as the query parameter. Google uses the searchterm parameter to track what products visitors search for in your CPOnline store. Enter index.htm Specify that you are an ecommerce site Enter searchterm Be sure to save your changes Images, Design, & Usability 5

6 ADDING GOOGLE TRACKING TO THE PAGE FOOTER CPOnline: Store Appearance / Template Selection / Header + Footer Options When you sign up for Google Analytics, Google provides you with JavaScript code for your website. This piece of code allows Google to track visitors and traffic on your website. Copy and paste the tracking code at the end of your page footer (Store Appearance / Template Selection / Header + Footer Options). Paste the tracking code at the end of your page footer (be sure to replace UA-XXXXXX-X with your Google Analytics account number) Sample Code If you copy the sample code below, be sure to update it with your Google Analytics account number: <script type="text/javascript"> var gajshost = ((" == document.location.protocol)? " : " document.write(unescape("%3cscript src='" + gajshost + "google-analytics.com/ga.js' type='text/javascript'%3e%3c/script%3e")); </script> <script type="text/javascript"> try { var pagetracker = _gat._gettracker("ua-xxxxxx-1"); pagetracker._trackpageview(); } catch(err) {}</script> Images, Design, & Usability 6

7 ADDING ECOMMERCE TRACKING TO THE ORDER SCRIPT CPOnline: Online Shopping / Carts + Orders / Order Scripts In addition to the general Google tracking code for visitor statistics, Google also provides an additional JavaScript code for tracking ecommerce conversions. Copy and paste the ecommerce tracking code into the Order Script Editor (Online Shopping / Carts + Orders / Order Scripts). Paste the ecommerce tracking code in the Order Scripts field (be sure to replace UA-XXXXXX-X with your Google Analytics account number) Sample Code If you copy the sample code below, be sure to update it with your Google Analytics account number: <SCRIPT type=text/javascript> var gajshost = ((" == document.location.protocol)? " : " document.write(unescape("%3cscript src='" + gajshost + "google-analytics.com/ga.js' type='text/javascript'%3e%3c/script%3e")); </SCRIPT> <SCRIPT> var pagetracker = _gat._gettracker("ua-xxxxxx-1"); pagetracker._initdata(); pagetracker._trackpageview(); pagetracker._addtrans( "#orderid#", // Order ID "#affiliatecode#", // Affiliation "#totalcharge#", "#taxcharge#", "#shipcharge#", "#city#", "#state#", "#country#" ); pagetracker._tracktrans(); </SCRIPT> // Total Images, Design, & Usability 7

8 COOL FEATURES For detailed information on all of the features in Google Analytics, visit Google Analytics Features or Google Analytics Support. DASHBOARD Google Analytics: Dashboard From Google Analytics, select Dashboard for at-a-glance information on the number of visits to your site, average time each visitor spent on your site, and the number of pages they visited. Images, Design, & Usability 8

9 SITE OVERLAY Google Analytics: Content / Site Overlay When you know where visitors are clicking and not clicking you can make improvements to your site. From Google Analytics, select Content / Site Overlay to see a snapshot of your website detailing the number of times each link was clicked on (including linked images). Sample Analysis In this example, the Fishing Lures category image is getting fewer clicks than the other three category images on the home page. Possible courses of action would be to 1) change the image to a more appealing fishing lure image, or 2) replace the fishing lures image with a category that performs better. Images, Design, & Usability 9

10 MAP OVERLAY Google Analytics: Visitors / Map Overlay When you know where your visitors live, you can target local marketing efforts to those areas. From Google Analytics, select Visitors / Map Overlay and click on the map to drill down from the continent map to the individual cities where visitors are located. Images, Design, & Usability 10

11 TRAFFIC SOURCES When you understand where your shoppers are coming from, you can modify your pay-per-click advertising campaigns and other marketing efforts accordingly. Search Engine Traffic Google Analytics: Traffic Sources / Search Engines Referral Traffic Google Analytics: Traffic Sources / Referring Sites Images, Design, & Usability 11

12 TOP CONTENT Google Analytics: Content / Top Content When you know which pages are your highest performing pages, you focus additional efforts on these pages. For example, you could add featured items, improve the category description, or add category images. Use your top content page as models for improving pages that aren t performing well. From Google Analytics, select Content / Top Content to view your most popular pages. Images, Design, & Usability 12

13 TOP EXIT PAGES Google Analytics: Content / Top Exit Pages From Google Analytics, select Content / Top Exit Pages to view the pages that shoppers exit on most frequently. Many times, simple changes to the layout or content of your top exit pages can decrease the number of exits and improve the overall shopping experience. Images, Design, & Usability 13

14 FUNNELS Google Analytics: Goals / Funnel Visualization A funnel represents the desired path you want visitors to take. After defining simple goals, you can track how these goals are performing with Funnel Visualization. For example, you can use funnels to track: Signups from paid advertising Desired navigation routes Ecommerce checkout processes Case Study Sea Isle Tackle s goal was to boost their conversions by lowering their shipping charges. After lowering their flat rate shipping charge, they were able to increase their conversion rate from 22% to 43%. October 2008 January 2009 Steps to Goal Step 1: Shopper adds an item to the shopping cart Step 2: Shopper proceeds from the cart page to the checkout page Step 3: Shopper completes and pays for the order Images, Design, & Usability 14

15 SERVICES FROM RADIANT SYSTEMS Proper implementation of Google s tools is an important part of your online success. Not only will these tools help your search engine rankings, they will also give you access to critical data about your business. GOOGLE IMPLEMENTATION SERVICES For a small fee, Radiant Systems will create a Google account for you and set up the following suite of tools for your CPOnline store: Google Analytics: Tracks critical data about your website, the search engines driving traffic to your site, and the shoppers who buy from you Google Product Search: Helps shoppers find the items you sell Google Sitemaps: Keeps Google informed of all your web pages to help improve your Google coverage Google Site Search Tracking: Tracks the products that shoppers search for on your website Ecommerce Tracking: Tracks ecommerce conversions (how many visitors purchase items from you) and how the visitors found your site Funnel Visualization: Allows you to define sales goals and track how these goals are performing. For example, we can define a goal to decrease your abandoned cart rate so you can improve your checkout process. For more information about Google Implementation Services, call (800) or cponline@radiantsystems.com. Images, Design, & Usability 15