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Alan BOYDELL , Google Analytics Manager, Southern Europe How to mesure and optimise your ROI using Web Analytics Analytics

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<ul><li>- Part 1: General presentation - </li></ul>Analytics

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<ul><li>A very powerful marketing tool </li></ul>Highly advanced & very simple to use Full integration to Adwords Completely free <ul><li>Free mesurement tool </li></ul><ul><li>Over 80 reports </li></ul><ul><li>Main advantages: </li></ul><ul><ul><li>Measure your online marketing campaigns </li></ul></ul><ul><ul><li>Measure how many visitors you have and their behaviour </li></ul></ul><ul><ul><li>Measure e-Commerce activity </li></ul></ul><ul><ul><li>Very fast access to all your reports directly online </li></ul></ul>

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<ul><li>Analyse the performance of your online Marketing initiatives </li></ul>Which campaigns offer the best ROI? Analyse your post-clic activity Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing & natural search Email Marketing Search Engine Optimization Referrals Affiliate Programs

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<ul><li>Identify which indicators are the most relevant for you </li></ul>Determine how to measure the success of your web site based on your business objectives Track up to 200 goals per account Key Performance Indicators <ul><li>Number of visits / Unique Visitors </li></ul><ul><li>Sales, Average order value </li></ul><ul><li>Page-views, Pages with publicity </li></ul><ul><li>Sign-ups, Whitepaper downloads </li></ul><ul><li>Etc … </li></ul>

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<ul><li>How to create an account </li></ul>Directly in AdWords http://adwords.google.com Google Analytics standalone site http://analytics.google.com

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<ul><li>Google Analytics’ tracking code </li></ul>Advice #2 : Place the tracking code a the end of the page: just before </body> Advice #1 : place the code on EVERY page <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct=&quot;UA-xxxx-x&quot;; urchinTracker(); </script>

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<ul><li>How Google Analytics works </li></ul>4 “1 st party” Cookies are placed Javascript code on every page + 1) Cookies are set 3) Reports are updated 2) Data is sent to GA servers

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<ul><li>2 / Optimize your AdWords campaigns </li></ul>

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What keywords are generating the most traffic? Highly precise keyword tracking Very graphic interface

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Which keywords give you the best ROI (return on investment)? ROI per keyword Optimise your campaign based on post-clic info

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Detailed Analysis – Go beyond the CTR to improve your ROI

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Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

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Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

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Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

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Find the most profitable position for you Optimise your CPC to aim for the optimal position Which position has the best ROI?

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Cross any two parameters for more detailed analysis Simple and powerful Advanced Cross-segmentation

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Compare different sources of traffic for a same keyword Conversion rate per keyword per source Compensate your weakness in natural search using paid search

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<ul><li>3 / Optimize your website </li></ul>

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The conversion funnel Visitors Goal = visitors become customers Optimize your conversion process to maximize conversions Where do most visitors drop out? Viewing a product category page Viewing a product page Viewing the shopping cart Completing an order 1 2 3 4

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Some examples of drop-out rates The drop-out at various stages should be progressive Where do most visitors drop out? [Benefit 3/Usage 3 Description] Add product to cart Payment page Confirmation page

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The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 18,5% 59,6% 42,1% 37,4% 30,3% 95,4%

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The reasons for visitor drop-out Optimize your conversion process to maximize conversions Identify reasons for high drop-out <ul><li>Exit Reasons: </li></ul><ul><li>Overlong payment form </li></ul><ul><li>Poor layout </li></ul><ul><li>Exit Reasons: </li></ul><ul><li>Poor search experience </li></ul><ul><li>Availability checker very clunky </li></ul>Visitors Customers Exits = 95.4% Exits = 59.6%

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The conversion funnel Optimize your conversion process to maximize conversions Where do most visitors drop out? 1 2 3 4 5 6 7 Funnel Goal page Flight availability Results page Order complete Search page Reservation Confirmation Payment form 0.25% 2.23% Improved layout Improved layout Removed

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Try it out for yourself! analytics.google.com Very simple installation Automatically provides AdWords ROI metrics, without you having to import cost data or add tracking information to keywords Integrated with AdWords Enterprise level capabilities and yet still be accessible to anyone who wants to improve their marketing and site design Google Analytics gives us an opportunity to invest in our advertisers and everyone else who wants to create quality content on the web Sophisticated, yet easy to use Free Sign Up Sign Up for Google Analytics Install the Google Analytics tracking code on your site Configure site goals in Google Analytics View Reports Next Steps:

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Try it our for yourself! analytics.google.com