Google Analytics is a freely available, enterprise class website analytics and reporting package that can be used to determine how visitors find your business website, how they navigate through it and most importantly, the path that they take to become customers.
Google Analytics Demo
Google Analytics Demo Overview – Video Transcript
Hello and welcome to this overview Google Analytics. Google Analytics is a website reporting tool used by advertisers publishers and small businesses and business of all sizes to be able to measure key performance indicators related to their business
So now we are going to just take a couple of minutes to look at some of the key aspects. Right now I am looking at the Google Analytics Dashboard for eBiz ROI, Internet marketing service provider. You’ll see that one of the first things that stands out and is central to the dashboard is the visits which we will see are graphed over time. It happens to default to a 30 day rolling window, in this case from June 24th 2011 through July 24th, 2011.
We can see that the some ups and downs and we can probably correlates of the peaks in the graph with different activities such as blog posts or possibly some social media activity in terms of sharing or possibly some social bookmarking. A
A key aspect of what’s being tracked here is visitors. So if I click on the visitors I can drill down to get a little bit more information in terms of the number of visits, how many absolute unique visitors I had during that 30 day period. Then of those visitors, how many pages did they view in aggregate? There were thousand four hundred eighty nine page views during the 30 day period or an average of 1.62 page views per visitor with an average time on site which was 1 min. 35 seconds.
Now let’s look at what’s called the bounce rate which is defined as how many people or the percentage of visitors that come to a website and leave without visiting a second page. You can see that the bounce rate here is almost 77%. The good news here is that 80% of our visitors are new visitors so that is good. So the is an opportunity for improvement which would be to increase time on site which is one key engagement metric. As well as to reduce the bounce rate to go down below 50% and I would like to see time on the website be over 3 min. The key to success is to set certain goals and then use the analytics capabilities that we see here to be able to measure against those goals. I
Now in addition to visitors, another key aspect of what I might be interested in is looking at where our website visitors are coming from. I might be interested to see what parts of the world are people coming from. Here we can see that there is a shaded heat map of the world and we can see that a lot of my visitors the United States. Furthermore, we can see that 503 visits the United States versus 80 visitors from India, 25 visits from Australia, 10 visits from Brazil.
If I wanted to I could click on the map and drill down and to see that within the United States that the majority of my business website visitors are coming from New York which is based on the regional market focus of eBiz ROI which is located in New York State.
In addition, I can drill down into the New York area I can see that around the business service area for the capital district in Albany New York there is a high concentration of website visits. There are also visits from Long Island, visits from New York City, visits from Western New York for instance.
Another key area that we would be interested in looking to analytics for is to answer the question, “where are people coming from?” This is a very important aspect of analytics and reporting. We can see from the analytics dashboard that we have a number of different traffic sources. Looking at the top traffic sources report, I can see that Google, for now at least, is the top traffic source with 403 visits for this 30 day period. But what
I see is a trend, not only with the eBiz ROI business website, but also with client websites, is that social media starting to drive more and more of their traffic. I see this as not only true on websites individually, but rather collectively, in aggregate on the Internet, where more and more traffic is being driven by social media websites.
Then I can drill down into Google and find out for organic search, which is also referred to as natural search, to see which particular keywords are search engine users are using to find our business website. The interesting thing is that the top keyword, the strolling of the heifers ebiz, is, at least for this 30 day window, content which had to do with particular event that was used as a fun event for eBiz ROI.
We can see that drove 11 visits. We can also see that specific metrics about engagement so that particular keyword was a fun keyword and as a result we see that it drove a lot of user engagement. Not necessarily a lot of business, but drove a lot of engagement and possibly some inbound links which have positive impacts for natural search rankings.
We can also see that the insider pages business listing and was a search term that drove six visitors during that period. Those folks were probably laser targeted because they used what is referred to as a long tail search phrase to find the blog post that addresses that topic and answers a specific question. This could mean that all visitors were singularly focused on a task at hand and once complete, did not look further. This may be a missed opportunity. We can also see that was 100% of visits were new visits but also with a 100% percent bounce rate.
So these are some of the things I find out terms of what particular keywords are driving traffic, how much traffic and how engaged are people that search for a particular key word or phrase and actually click through to the website.
I can also look at which referring sites are driving the most traffic. So I can see that facebook.com is by far driving the most visits with 170 visits for this 30 day window. Google (non search related sites) are driving second and LinkedIn is the third and so forth. This is a good piece of information when you have a linking strategy and you have partners that link to you, it’s important to see how much traffic that you’re generating those or if you participate in paid directories, for instance, if you participate in a Chamber of Commerce or a local Business and Professional Association, you can see how much traffic the website of the particular organization that links to your website is driving for your business.
This kind of information can as to help drive business decisions in terms of where you make your investments and what kind of ROI (return on investment) you are achieving for your business.
The last thing to talk about is content. As you can see from this view, tracking content is one of the key aspects of Google Analytics and can show us what content are people looking at when they come to our business website. This business intelligence can be really important because it can help us focus our energy more on where people are spending time, and less perhaps on where people are not spending time.
Alternatively, if it is an area of business focus, then there could be an opportunity for us to enhance that area and our business website to drive and drive more engagement. So as we can see here the top page is the home page which is not uncommon for a business website. About 25,and in or more precisely, almost 26% of the page views for the homepage. Then we see that the facebook adding a Facebook like but to your business website blog post actually got almost 10% of the page views for this 30 day window or 138 page views.
Then the blog, specifically, the homepage of the blog itself for the eBiz ROI Internet marketing blog, got 97 visits or roughly 6.5% of the pages for this reporting period and in and so on. You could click through to see a full report and look reporting for all the content that people are looking at. Again, some of the things to look at are average time spent on the page to determine which pages are driving most engagement.
Notice that you can sort the data by any of these columns. Also look at bounce rates. Some pages have a lower bounce rate such as home page which make sense people would go deeper into the site than pages that naturally have a higher bounce rate have represent an opportunity for improvements to drive more user engagement.
This has been brief overview of Google Analytics sharing some eBiz ROI real site data current as of today as I hope that you found this segment interesting and also will consider adding Google Analytics or a similar business website reporting package her website. Google Analytics is freely available at eBiz ROI does offer services to install, configure, sent up and train users use Google Analytics to drive better business decisions, increase sales while maximizing your return on marketing investment. Thanks for your attention and if you found value, then make sure to share with your friends who you think could benefit from the information.