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Google Analytics experts Lauren Williamson and Liz Maritz from The Net Impact (Web Marketing and Design) share their insights on the metrics that matter in 2012.www.thenetimpact.com/analytics
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Web Analytics Resolutions“5 Metrics to Track in 2012”
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MARCH 27th, 2012
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Please take the Analytics Survey!
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Web Analytics Resolutions“5 Metrics to Track in 2012”
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What do the PROS have in mind for 2012?
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Web Analytics in 2012
• Proactive, not reactive• Outward, not inward• Windshield and rear-view• Share
*June Dershewitz on Web Analytics @jdersh
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Web Analytics in 2012
• Set meaningful goals• Take baby steps• Group effort, be loud• Connect with Analytics-savvy people• Use your knowledge for good
*e-nor.com’s Allaedin Ezzedin
@allaedinezzedin
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Web Analytics in 2012
• Support at least two non-profit organizations in making better online marketing decisions
• Release my first Analytics application• Run a marathon
*e-nor.com’s Allaedin Ezzedin
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Web Analytics in 2012• More testing, more experimentation• Develop combined measure of brand
awareness and improved web metrics
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Web Analytics in 2012• Properties that we analyze:– Websites / Blogs– Social Media– Email / Newsletters– Search Engine Rankings– And more…
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Metrics to use in 2012
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Metrics to use in 2012
1.Engagement metrics (Bounce Rate, Pages/Visit, Time on
Site)
2.Landing page CTR
3.Site search
4.Goals
5.Load speed
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Metrics to use in 2012
Engagement Metrics:
Definitions• Bounce Rate = the % of single-page visits or visits in which
the person left your site from the entrance page• Pages/Visit = average number of pages viewed per visit to
your site• Time on Site = how long a visitor spent on a page
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Metrics to use in 2012
Engagement Metrics:
• Does your site interest users?• “Pogo-sticking” between web pages and search engine
results pages• A “vote” for your website • Search engine algorithm updates focus on rewarding
quality websites based on user experience• Measure quality through usage metrics – Do people spend
a lot of time on your site? Are they browsing or leaving immediately?
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Metrics to use in 2012
Engagement Metrics (Bounce Rate, Pages/Visit, Time on Site):
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Metrics to use in 2012
Engagement Metrics (Bounce Rate, Pages/Visit, Time on Page):
• Why does that page have a high bounce rate and low pages/visit?
• What sources bring visitors to that page?
• Do keywords match content?
• Layout optimization, ease of navigation
• Call to action/next step
• User testing, A/B testing
• Load speed (more on that later)17
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Metrics to use in 2012
Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics
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Metrics to use in 2012
Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics
Landing Page CTR = clicks to your webpage from SERP / impressions of your website on SERP * 100
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Metrics to use in 2012
Landing Page Click-through Rate (CTR):Must have Webmaster Tools set up and linked to Analytics
Landing Page CTR = clicks to your webpage from SERP / impressions of your website on SERP * 100
Indicate whether users are clicking on your webpage link compared to others in the same search results
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Metrics to use in 2012
Landing Page Click-Through-Rate (CTR):
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Metrics to use in 2012
Landing Page Click-through Rate (CTR):
• Identify landing pages with good position and/or high impressions but low CTR
• Make snippet more enticing to users
• Snippet is what users see about your site on search results pages
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Metrics to use in 2012
Landing Page Click-through Rate (CTR):
• Update meta title and meta description based on popular search queries (which appear bolded)
• Google may pull snippet from meta or content on page
• Increased CTR can improve ranking
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Metrics to use in 2012
Site Search:• Allows visitors to search within your website• Provides insight into what users are looking for and how they behave after
they search• Enable site search tracking within Analytics
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Metrics to use in 2012
Site Search:
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Metrics to use in 2012
Site Search:
How many people are searching?
If a large percentage of users are searching, it could mean they are having trouble navigating your website.
• Review navigation structure and usability of site• Consider user testing
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Metrics to use in 2012
Site Search:
What are people searching for?
Take note if the same keyword is being searched for repeatedly.
• Consider featuring top products/articles/etc. on home page.
• Examine navigation to determine if that information is easy to find
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Metrics to use in 2012
Site Search:
What pages are users searching from most?
If users are initiating the search from an interior page, it may indicate they are not finding what they are looking for on that page.
• Feature that information more prominently from that page
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Metrics to use in 2012
Site Search:
What do they do after they search?
If users are leaving your website, it may indicate they are not finding what they are looking for.
• Determine which searches have the highest exit rates and make sure those searches are returning the best results.
• Make sure your search results page isn't a dead end.
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Metrics to use in 2012
Goals:
Examples:• Purchase• Lead (contact form, email sign-up)• Download of PDF (white paper, pricing guide, brochure, etc.)• Video interaction• Clicking an external link• Pages/visit• Time on site
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Metrics to use in 2012
Goals:
You can find goal data across many reports in Analytics.
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Metrics to use in 2012
Goals:• See what countries, regions, and cities lead to the most goals – target these
through PPC, Facebook, etc.
• See what traffic sources lead to the most goals, including organic keywords and optimize for those keywords
• See what campaigns are leading to goals (email campaigns, social media, banner ads, etc.)
• See what landing pages lead to conversions, use as a model for other pages, blog topics, etc.
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Metrics to use in 2012
Page Load Time:
• Ranking factor for Google
• Introduced as a report within Analytics in November 2011
• Slow load times can increase bounce rate
• Slow low times lead to user dissatisfaction
• Faster pages have been shown to increase conversion rates
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Metrics to use in 2012
Page Load Time:
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Metrics to use in 2012
Page Load Time:• Google Webmaster Tools
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Metrics to use in 2012
Page Load Time:• Google page speed tool - https://developers.google.com/pagespeed/
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