metrics and proper use of google analytics for small businesses
Post on 30-Nov-2014
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The Merits and Proper Use of Google Analytics for Small Businesses
Chris Surridge:Marketing DirectorWhitefish Marketing
/whitefishmarketing
/WhitefishMarktg
whitefishmarketing.co.uk01303 720288
Agenda
• What is “GA” and why use it at all?• What can it measure?• Top metrics for new businesses?• How are customers finding you?• Where are your customers from?• What areas of your business are
they most interested in?• Your best Landing Pages?
• Personalised Desktop
whitefishmarketing.co.uk01303 720288
What is Google Analytics?
whitefishmarketing.co.uk01303 720288
What can Google Analytics measure?
Main Points for new businesses:1. Which marketing mediums are
working for you, which aren’t2. Geography of your online visitors3. Site Content – all pages4. Effective Landing pages
…traffic visits, time on site, page views, date ranges, YOY movement, bounce rates, IP locations, best selling products, SEO, popular pages, adwords data, campaigns, conversion funnels, goals, marketing apportionment, mobile data, revenue, time of day viewed, google instant intelligence, averages, keywords, exit pages, navigation visitor flow, languages, referrals, % growth…
whitefishmarketing.co.uk01303 720288
The default screen
whitefishmarketing.co.uk01303 720288
How do customers find you?
What forms of Digital Marketing do you currently adopt?Or are thinking of adopting?
SEOPPCEmail MarketingFacebookTwitterGoogle +Display AdvertisingPaid Directory Listings (e.g. Yell.com)Referrals and Affiliate MarketingIndustry associations
whitefishmarketing.co.uk01303 720288
How do customers find you?
whitefishmarketing.co.uk01303 720288
In-depth Granular Analysis
…Referrals
whitefishmarketing.co.uk01303 720288
Where are your customers located?
Do you know where the vast majority of your Online Visits live?
Local Customers, or National Coverage?
whitefishmarketing.co.uk01303 720288
How do customers find you?
whitefishmarketing.co.uk01303 720288
What are customers looking at?
What service or product is your most popular?
PRODUCT A or PRODUCT B or PRODUCT C?
whitefishmarketing.co.uk01303 720288
What are customers looking at?
Possible SectionsServicesTestimonialsContact UsPortfolioBlogSpecific ProductGalleryReturns Policy
whitefishmarketing.co.uk01303 720288
What’s the first thing they see?
You only have one chance to make a first impression
whitefishmarketing.co.uk01303 720288
Identify Top Landing Pages
Top Pages Visited:Ecommerce Shop
Top Entrance Pages:8 out of 10 were Jobs
whitefishmarketing.co.uk01303 720288
Watch your bounce rate!
Tip:
Look at your bounce rate for the most popular landing pages
whitefishmarketing.co.uk01303 720288
Dashboard Instruments
whitefishmarketing.co.uk01303 720288
Your Personalised Dashboard
whitefishmarketing.co.uk01303 720288
Your Personalised Dashboard
• Fully customisable• 12 widgets per
dashboard• Instant Snapshot of your
selected criteria• Automatically adjusts to
date range• Perfect for KPI reporting• PDF email to
clients/managers/team
whitefishmarketing.co.uk01303 720288
Multiple Dashboards!
Mobile Revenue
SEO So Many More Possibilities…
whitefishmarketing.co.uk01303 720288
Any Questions?
Chris Surridge:Marketing DirectorWhitefish Marketing
/whitefishmarketing
/WhitefishMarktg
whitefishmarketing.co.uk
01303 720288
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