An introduction to analytics

1. Measuring the success of your website Laurence Veale

3. Defining analytics

9. The real world?

10. Key principles for a good programme

11. You gotta be systematic From Victoria Web Analytics Toolkit

12. Goals & Funnels Surfers Shoppers Add to basket Payment form Complete

13. Example funnel shapes

14. The conversion funnel Viewing a product category page Your visitors Viewing a product page Viewing a shopping cart Completing an order 1 2 3 4

15. Case studies

16. Courses

17. Specific “product page”

18. Add to cart

19. Checkout

20. 14% -76%

22. The conversion story 1. GA setup 2. GA review 3. Client makes web site changes Without GA With GA = 3x

23. 1 2 3 4 5 6 7 Funnel Goal Page Check availability Search results Booking complete Search properties Make booking Confirm booking Enter payment 18.5% 42.1% 37.4% 59.6% 95.4% 30.3%

24. Back to the conversion story… 1. GA setup 2. GA review 3. Client makes web site changes Without GA Analytics will tell you the where and the what, not the why

26. Web Site changes 1 2 3 4 5 6 7 Funnel Check availability Search results Booking complete Search properties Make booking Confirm booking Enter payment 300% Improved layout Improved layout Removed

27. Target = 1000% 300% improvement

29. Last year…

32. For Boot Camp profile, it's more interesting UK visitors came to the site in large numbers, but they didn't convert.

33. Top landing and exit pages

43. Take action!

46. You gotta be systematic From Victoria Web Analytics Toolkit

48. Google Analytics: it’s free

49. iqcontent.com