1. How to measure
your website
And get on the right track with web analytics
By
Chrilles Wybrandt
Misura.dk

2. Adobe connect
• Test Adobe Connect
• How to write a comment/question
• Sound quality

3. About Me
• 4 years with web analytics – full time
Today I work as an independent web
Chrilles wybrandt analytics consultant.
• 6 years as webmaster at Copenhagen
Business School
• 12 years experience with IT
• Working as a sub contractor for web-
and marketing companies
• Other customers: www.classichotels.dk,
www.energinet.dk,
www.travelmarket.dk, www.dtu.dk,
www.ku.dk, www.egmont.dk among
others.

4. Completing this webinar
Completing this webinar, you will:
1. Have an overview of web analytics
2. Understand why improved tracking is important
3. Understand Goals in Google Analytics and how to set them up
4. Be able to understand online campaign tracking in Google
Analytics

5. Completing this webinar
And you will …
1. Know where to begin your analysis
2. Be aware of the most common challenges and mistakes –
and maybe how to deal with them
3. Get some excellent resources to help you get started

6. Ask Questions
You are welcome to ask (write) questions during the
presentation.
I will do my best to answer – still focusing on the
presentation.

7. What is web
analytics about?

8. Web analytics is about
measuring and
optimizing success on
your website.

9. Continuously…

10. Web Analytics Tools
Free Tools
• Google Analytics
• Yahoo! Web Analytics
Not Free Tools
• Webtrends
• Adobe SiteCatalyst (Former Omniture SiteCatalyst)

11. Why tracking
Get insights about
• Traffic sources and keywords, fx Facebook & Mobile traffic
• Your Visitors & their engagement
on the website
• Page- and Content performance
• Online Campaigns, including
newsletters
• What content is consumed

12. Why tracking
To optimize
• Pages and navigation
• Online Campaigns
• Revenue
• Usability

13. Why tracking
To document
• If your optimization is working
• What is (not) happening on your website
• It benefits, working with your website
• You may even be able to have allocated more recourses
if you can prove an improved performance

14. Getting on the
right track
First collect some lovely data to
analyze …
Standard tracking & Extended tracking

15. Standard tracking
Standard tracking gives you
• Number of Visitors
• Traffic Sources & Keywords
• Page Views
• Time on site
• Nice information – but not very useful if you want to optimize
That is easy. Just implement the standard Google Analytics tracking
script. But you are still missing the most important stuff.

16. Extended tracking
Extended Tracking Google Analytics configuration is important
• Conversion Rates for Goals/KPI on you website
• The ability to find your most successful
campaigns, traffic sources and keywords
• More valuable insights
Then you will get a benchmark for your
visitors success on your website.
This makes you see, if you are doing
better or worse over time optimizing your website

17. Getting started
1. Track data that you can trust
• Remove your own data, track all pages (including 404-pages) and track
all your campaigns (Banners & E-mails)
2. Define and setup your goals in Google Analytics
3. Investigate, Get insights and Focus on one thing at a time!
4. Act on your findings
• fx reduce Bounce Rate or Improve conversion rate from landing page.
5. Evaluate
6. Investigate, optimize, evaluate, investigate, optimize, evaluate …

18. Traffic/segments
Exits…
Sources/
Segments

19. Your website
goals
What goals do you have on your website?
What is important that visitors do on your
website?
Goals are also called KPI – for
Key Performance Indicators

20. Kpi's on your website
Key Performance Indicators = Activities showing website engagement / Visitor
Success on the website (Goals in Google Analytics )
1. Newsletter signups 6. Time on site
2. Downloads of product sheets or 7. Viewing a video
white papers
8. Reading a specific page – ex. The
3. Completed Contact Forms About us page or a product page
4. Tip a Friend 9. RSS-Subscriptions
5. Content engagement – ex.
Viewing more than X pages

21. Other possible Kpi´s
Depending on your business and online strategy
• Sell more products
• More traffic from Search Engines (when doing SEO)
• More conversions from Organic traffic (Search
Engines)

22. goals & “value”
In Google Analytics, a goal is defined as a visitor completing
a defined task – eg. a newsletter signup or a purchase of a
product
• A visitor can only fulfill each goal one time (pr. session).
• Always assign a value to every goal to illustrate the aggregated value of that
particular goal

23. How are we doing so far ..?
Do you understand ..?
Am I going too fast or slow ..?

24. Goal SETup
• Notice the CHANGE in the url BEFORE and
AFTER the form submit. A Unique URL is needed.

25. Goal SETup
• Login to your Google Analytics account
• www.Google.com/analytics
• Edit your profile

26. Goal SETup
• Add a Goal

27. 1
1. Goal Name 2
2. Goal Type 3
3. How to detect goal
4
4. Goal Value
5. Funnel Visualization
5

28. Goal value over time
• Goal value and conversion rate for my goal
• Avg. conversion rate 8.45% of all Unique Visitors
• Investigate why

29. However…

30. Tracking is not
Optimizing!

31. Now start
Optimizing…

32. Most important metrics
Start focusing on these metrics:
1. Bounce Rates on most important pages
• Home Page and other Landing Pages
• Do you understand Bounce Rate (BR)?
BR is single page visitors! Visitors who come to your website,
see one page, and then leave. Why do they leave is the
question you need to find answers to. What they see is not
what they expected OR all the information they needed were
on that page (phone no. on a contact page)
2. Conversion Rates for your Google Analytics goals

33. Start optimizing here
Start to optimize
• Your Newsletter Signup
• Always make it clear why I should sign up to your newsletter. What is
in it for me?
• Your shopping funnel

34. Optimizing the shopping funnel
Investigate Shopping Funnel
• Look for usability issues
• Ask your visitors
• Test & Optimize
Issue
here?

35. More optimizing
Optimize Home Page and other Landing Pages
• Every landing page should answer these questions:
• Where am I?
• What should I do?
• Why should I do it?
• How do I do it?
If that is not clear, then you have opportunities for big improvement.
• Minimize High Bounce Rates. Avoid visitors leaving your page on first page view. Make a
Clear Call to Action. Recommended reading: Don’t Make Me Think by Steve Krug
• Watch these webinars and get inspired: Homepages Optimized - How using the
homepage as a channel led to a 59% increase in conversion OR Homepages Optimized

36. And more optimizing
Your Online Campaigns
• E-mials and Banners
• Learn what is working / what campaigns is giving the highest ROI
• Campaign A:
• You only have Visitors and Orders in Google Analytics. So, this
calculation you have to make on paper.
• Find more details here: http://www.kaushik.net/avinash/
2011/03/web-data-analyses-techniques-analysis-ninjas.html

37. Campaigns I Google Analytics
• Adwords campaigns in Google Analytics
Payment Completed: Value:

38. Analyzing your website – think about
• Find your business objectives. What is important to your business
and “What do you want to improve”
• Look at numbers over time
Good and bad numbers does (almost) not exist.
• 70% Bounce Rate is bad. But, if it was 90% one month ago, it is good.
• Avg. page views pr./visitor (look at segments)
• Focus optimizing one goal or business objective at a time – you will
not be able to optimize everything on the website in one day (or
month…)
Also, focusing will help you limit the time you need to spend in
Google Analytics

39. Common mistakes
1. Not being aware of the possibilities web analytics
2. Goals are missing
3. No online strategy for the company – don’t know what to track / where to focus
4. Missing Campaign tracking – not being able to compare campaigns
5. Not enough time or resources
6. No acknowledgement from the management
7. Not comfortable measuring performance – gut feelings are better because that is what we always have done
and I still have my job
8. Getting started feels too technical (It is not if you can communicate with your IT-department)

40. Other useful tools
Other free tools that can help you to get insights and optimize your website
• URL-builder for Online Campaign Tracking. Use it when tracking your newsletters and
banners. Never use it or internal campaigns fx product promotions.
• http://www.roirevolution.com/google-analytics/google-analytics-url-builder.php
• Google Webmaster Tool – will tell you, what Google think of your website
• www.google.com/webmasters/
• Google Website Optimizer for A/B-testing and MVT-testing. Optimize and find your best
performing landing pages
• www.google.com/websiteoptimizer
• CrazyEg for Heat mapping. See where your customers click
on your web page. www.crazyegg.com (not free)

41. Recommended Book & Blog
• “Don’t Make Me Think” by Steve Krug.
An excellent book about common sense usability.
• A fantastic blog – get inspired here
• http://www.kaushik.net/avinash/
• The Difference Between Web Reporting And Web Analysis
• Three Amazing Web Data Analyses Techniques For Analysis
Ninjas
• Web Analytics 101: Definitions: Goals, Metrics, KPIs,
Dimensions, Targets
• www.marketingexperiments.com

42. Further training
I can help you:
1. To fine tune your Google Analytics
2. With an intensive Google Analytics training based on your website data
3. To find areas, where your website is underperforming
4. To get full tracing of all your online campaigns
Always feel free to give me a call for an analytics talk +45 3029 5505
Lets talk about your options. Just give me a call.
Please use promotion code: LEANDER and get 20% off.