Last week I gave a presentation at the Reston Chamber of Commerce titled, “Discover What Your Customers Want – With Google Analytics,” and I promised to make the PowerPoint slides available via Slideshare, and the notes available on this blog. I hope you find both useful, and if you have any questions about my presentation, or the services I offer, I hope you’ll get in touch with me!
Slides 1-5: Why Does Google Analytics Matter?
- Google Analytics is the most commonly used tool for measuring visitor behavior on your website, and allows you to do things like see what’s popular, measure progress towards specific goals, and test different versions of messages.
- At least 10,000,000 websites use Google Analytics.
Slides 5-18: What Is Listening?
- Listening is about looking for answers to questions like: what content is most popular? How are people finding my website? Do visitors from one traffic source behave differently than visitors from another source?
- Although standard aggregate reports are interesting for about five minutes, soon you’ll want to move toward custom reports that are created specifically for your business.
- In addition to using custom reports, you should make use of basic and advanced filters to simplify the data your viewing, and to isolate the most important information.
Slides 19-27 – What Is Measurement All About?
- Unlike listening, measuring is all defining clear outcomes, and then seeing what makes them happen. You’re going to make use of Goal tracking and e-Commerce tracking here.
- With goal tracking, you can measure lots of things like which keywords lead to inquiries, which traffic sources lead to phone calls, which paid ads lead to revenue, etc.
- e-Commerce tracking is an advanced feature that should be absolutely required for any business that makes direct sales online. This allows you to literally overlay real dollars earned with just about any Google Analytics report.
- Important Tip: you need to make sure you have a “thank you” or “receipt confirmation” page for goal tracking and e-Commerce tracking to work. These pages are ONLY seen by people who complete an important action (e.g., buy something from you, or send you an email), and so we use this page to isolate your most important website traffic segment: people who convert.
Slides 28-31 – How Do You Test Things With Google Analytics?
- This is all about one of the newest additions to Google Analytics: experiments. Don’t just pretend to do an A-B test, which is what 99% of companies do, such as when they “test” one subject line in an email against another subject line in an email. Google Analytics now let’s you run REAL experiments. They do the heavy lifting of determining statistical significance, and making sure that the different versions of pages are served in even rotations.
I hope you find these notes useful, and if you have any questions, don’t hesitate to let me know!
Will Marlow is a search engine marketing consultant (specialty in Google AdWords, Bing and Yahoo Ads) who loves helping businesses get found by customers in search results, and he holds four certifications: Google Analytics Certification, Google AdWords Search Certification, Google AdWords Display Certification, and certification as a Bing Ads Accredited Professional. He also spends a lot of time using Excel.