5 Actionable Elements in Google Analytics

1. More Than Measurement
How to Use Google Analytics to
Skyrocket Your Marketing Results
Presented by Steve Lamar

2. Why use Google Analytics?
• Gives specific insights into your website’s performance.
• Easy to implement.
• Well documented resources on the web for training.
• It’s Free!

3. 5 Areas of Focus
Traffic Sources – Where is your traffic coming from?
Keywords & Impressions – What queries are people using
to find your site and what visibility do you have?
Landing Pages – What is the first page a visitor sees when
they visit your site (hint: it is not always the home page)
Engagement – Are you providing the information people
want so they stay on your site and take the next step?
Conversions – This is the point, right? Are you tracking
form submissions, newsletter signups, transactions, etc?

4. Traffic Source:
How are people finding your site?
Traffic Sources > Sources > All Traffic

5. Traffic Sources: What Are They?
Direct – Visitor already knows your website and types the
address in directly to browser.
Referral – Visitor clicked on a link to your website from
another website.
Organic (Non-Paid) Search – Visitor entered a query in a
search engine (ie: Google, Bing) & clicked on a NON-paid listing
Paid Search – Visitor entered a query in a search engine
(ie: Google, Bing) & clicked on a PAID listing
Campaigns – This can come from any online campaign if tagged
correctly – paid search, banner ads, newsletters, emails, etc.

6. Traffic Sources: Why They Matter
Visitor Engagement:
Pages/Visit, Avg. Visit
Duration, Bounce Rate
Conversion Effectiveness:
Goal Conversion Rate, Per Visit
Goal Value
eCommerce Effectiveness:
Revenue, Ecommerce
Conversion Rate, Per Visit Value

7. Keyword Impressions & Clicks:
How are people searching?
Shows what queries were used to find your website, how often you showed up
for the search, the average position you appeared and the click through rate to
your site.
Traffic Sources > Search > Search Engine Optimization

8. Keyword Impressions & Clicks:
How are people searching?
Impressions - The number of times pages from your site
appeared in search results
Clicks - The number of times a user clicked your site's listing
in search results for a particular query
Average Position - The average top position of your site on
the search results page for that query
Click Through Rate (CTR) - The percentage of
impressions that resulted in a click to your site

9. Keyword Impressions & Clicks:
Improve Click Through Rates
Good
Bad
Create page
titles and
descriptions that
help people click
to your site

10. Keyword Impressions & Clicks:
How to Access this Data
1. Verify Google Webmaster Tools
2. Connect it to Google Analytics
3. View the Report:
Traffic Sources> Search >
Search Engine Optimization

11. Landing Pages:
Not Just the Home Page!
The Home page is
usually the most
visited page, but
people experience
your site from
many other pages
on your site.
Content > Site Content > Landing Pages

12. Landing Pages:
Create MANY Unique, Quality & Relevant Pages
To drive more traffic -
create pages that:
• Answer people’s queries
• Are engaging
• Are easy to share
• Are relevant to your site

13. Bounce Rates
• Bounce Rate = Percentage of
visitors who leave your website &
after only viewing one page
• Lower is Better!
• Bounce Rates Can Help You Figure
Out What’s Not Working
• Compare Similar Pages

14. Bounce Rate Analysis
• Compare Bounce Rates
Relative to Other Pages
• Analyze Page for Issues
Causing Higher Bounce
Rates
Average = 44.68%
Some Pages = 70+%
Content > Site Content > Landing Pages

15. Bounce Rates: Ways to Improve
• Clear Call to Action (CTA)
• Better Engagement (ie: Clear Messaging,
Pictures, Videos, etc)
• Clean Design & Layout of Website
• Fast Page Loading
• A/B Testing – Test Elements of the Page
& See What Works

16. Bounce Rates:
Improve your call to action - NOW!
What is your main call to
action? Is it clear enough? Go
& make it clear. You’ll have a
better website for it!

17. Bounce Rates: Clean Design, Clear CTA

18. Bounce Rates: Page Load Times
Faster Pages Can
Increase Conversions
& Decrease Bounce
Rates
• Decrease Image
Sizes
• Setup Page Caching
• Compress Website
Content > Site Speed > Overview

19. Tracking Conversions:
Know How Your Site is Performing
Google Analytics
can track:
• Contact Forms
• Newsletter Signup
• eComm
Transactions
• Many More…

20. Tracking Conversions:
Know What You Want to Track
Conversions (Goals) can be setup to track:
• Page Views – ie: contact form thank you pages
eComm Transactions – ie: order value, shipping
charges, etc. (needs to be custom coded on website)
• Actions – ie: button clicks, video playing, downloads

21. Homework
• Know your Traffic Sources: Identify where traffic is
coming and what it is doing. Setup campaign tracking
• Learn what queries people use to find your site. Adjust
your content to better capture your target audience.
• Review landing pages to see what is popular and how
you can better convert visitors hitting these pages.
• Review Bounce Rates: See what pages are not
performing and look for ways to fix them with new
designs, better CTA, more pointed information
• Setup conversion tracking: Know how your site
performs.