How to use Google Analytics to Optimize Your Web Performance
Overview
Web Marketing is the most ROI based marketing mediums available to insurance marketing communications professionals. The distinction of web marketing that makes it so lucrative is its tracking capability. Web marketing can be optimized IF marketers understand and use web analytics to review and evaluate their online marketing efforts.
Today’s Session
• Introduce Google Analytics • Teach you how to set it up on your site • Demonstrate what website statistics can be reviewed • Show ways to use Google Analytics to optimize web performance.
Distinction of Web Marketing
• Highly targeted • Immediately track-able
• Super flexible
• Easily deliverable • Interactive
The Web transformed consumers into “prosumers”
Google to Help Serve Prosumers
Data on your Dashboard
Tap the Power of Web Analytics
• How do people come to your website? • What are your visitors looking for when they come to your website? • What pages are visited? • Are they staying when they hit your site? • What are the patterns of behavior?
It’s not what we know, it’s what we are open to learning
How do they find you?
Referring Websites
Referring Keywords
Easy to Read Data
Map Overlay
Drill Down Geo-Visitors
What are they looking for?
Site Overlay
See behavior
Are they staying?
Patterns?
Export Data and Observe
How to Set up Google Analytics
Set up Account
Paste Code in All Pages
Free Data!
Use Google Analytics to Optimize Web Performance
Check Web Stats Regularly
Auto-Send yourself reports
Customize Your Dashboard
Set Up Goal Tracking
Goals and Filters
Change Site Based on Behavior
Track Sales
Track Paid Search
Set Up Ecommerce
Visits to Purchase
Sales per Source
Use the Data to Think!
• • • • • New traffic-driving channels Untapped opportunities Sales Trends High ROI placements Geo-graphic locations
Web serves many purposes:
Q/A – Ask Away!
Thank You!