Google Analytics in Real Life (Videos)

These days I’m doing quite a bit of online and in-person training in Google Analytics. The tool has become so sophisticated that people are struggling with the idea of where to start with Analytics and what meaningful metrics to look at on a regular basis.

In my training sessions, I like to mix things up a bit with case studies, whiteboard exercises and videos. It prevents *death by PowerPoint* and stops people from becoming overwhelmed with information in a short space of time.

My favorite 3) videos to show in the Google Analytics workshops are the Google Analytics in Real Life series, developed by Google as a humorous way to understand the frustrations experienced by visitors to your web site and how these would play out in real life. These always trigger laughter around the room, but they are also a fantastic way of bridging the gap between using Analytics to monitor customer activity on a web site and knowing what to tweak to improve the customer experience.

Ready to chuckle?

1) The Online Checkout

This video highlights common problems people have with the online checkout process – from trouble logging in, to being forced to enter ridiculous CAPTCHAs and being charged confusing shipping rates:

Analytics-online-checkout-video-sml

2) Landing Page Optimization

This video demonstrates what can happen if you interrupt the conversion process by placing distractions for visitors on your sales landing pages:

Analytics-landing-page-video-sml

3) Internal Site Search

This last funny video shows how frustrating it can be for your site visitors when your internal site search functionality is counter-intuitive or just plain broken:

Analytics-in-site-search-video-sml

Enjoy!

 

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Google Launches Analytics App for Android

Attention Android fans, Google has just launched a Google Analytics App for Android-enabled mobile phones.

Google Analytics App for Android  is a mobile app that delivers essential analytics data to you anytime, anywhere, provided you have an Android-enabled phone. In a meeting and need traffic or sales figures quickly? No more having to wait until you can access your desktop PC to see important stats – with the Analytics App, they are all now at your fingertips.

You can see real time statistics, customizable dashboards and intelligence reports directly on your phone with the Google Analytics App. It allows you to access the same accounts and profiles you see when you open Analytics from a desktop browser, but the reports are delivered in an optimized format for your phone.

The following *swipe through* reports are available:

  •     Real-Time: See the number of visitors you currently have and a list of the pages (for websites) or screens (for apps) that are currently popular.
  •     Dashboard: Monitor the KPIs and user metrics you care about the most. By default, you’ll see your Daily Unique Visitors and your Goal Conversion Rate, but you can customize the dashboard to change which reports, metrics, or segments you see.
  •     Automatic and Customized Alerts: Google Analytics detects statistical anomalies in your data and can send you an alert when something unusual happens. See automatic alerts, or customize your settings to send alerts based on your own benchmarks.

The Google Analytics app is available from here and currently has an average user rating of 4 stars, based on over 400 reviews.

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Q and A: How do I prove my SEO work contributed to company sales?

QuestionHello Kalena

I’m a past graduate of Search Engine College (Class of 2009, Woo!) and I’ve been working with a few different companies since then. I’ve recently started to take on private clients so that I can move towards setting up my own freelance SEO business and things are going well.

One of my private clients is an affiliate company that works mainly off lead generation. I’ve been tracking the SEO work I’ve done for them in Google Analytics and produced reports showing a marked increase in traffic from organic search results. They’re happy with that, but the CEO wants me to show a dollar figure of how much SEO has contributed to the company’s bottom line.

I can get the monthly affiliate sales figures from their marketing team and I can set up funnel tracking to see the path taken by organic search referrers towards the shopping cart, but all the purchasing is actually done on a 3rd party shopping cart site and I don’t have access to that information. Also, those figures don’t take into account the brand exposure my work provides for the company by continually getting their name in front of eyeballs. Some of these people may go directly to the shopping cart site later after comparison shopping and buy as a result. How can I track these post-search sales?

Thanks
Louise

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Hi Louise

Tracking the effectiveness of SEO activity for ecommerce and lead generation sites can be tricky. I also have ecommerce sites as clients and I feel your frustration!

Is each customer sent to a *thank you for purchasing* page after purchase? If so, you can add Google conversion tracking code to that page and set up each visit to that page as defining a single conversion, even if that activity happens off the main site. Then you can accurately measure conversions within Google Analytics. Measuring conversions that happen later should also be possible, depending on the way visitors are tracked and cookies stored. Integrating Google Analytics asynchronous tracking code will make that job easier.

Juggling the shifting priorities of various stakeholders aside, most clients just want to see that the money they are channeling into SEO or Pay Per Click efforts is justified. Often, preparing detailed Google Analytics reports and financial spreadsheets can be a waste of time because few staff will look at them. You want to be able to prove, quickly, that your work is cost-effective and making a direct impact on sales.

Ian Lurie of Search Engine Land has written a brilliant article on this very topic this week, called The Challenge of Justifying Enterprise SEO. In the article, Ian tackles the problem of justifying SEO for lead generation sites. He says you just need to know three things to report for such sites:

To make this work, you need three pieces of data:

  • The number of Web leads that become customers.
  • The average lifetime value of a customer (LTV).
  • The referring source, even if it’s a phone call.

Then, Ian says, it’s just a matter of math and a very simple graphic. Read the article for the full story and let me know if it works for you!

Kalena

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Struggling to get better search rankings? Download our Free SEO Lesson. No catch!

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Q and A: How do I add Google Analytics code to my WordPress site?

QuestionHello Kalena

I have a couple of questions about my WordPress site.

I have signed up for a Google AdSense and Google Analytics account but I am confused as to where to place the tracking codes.

Can you help me at all?

Thanks
Sarah

Hi Sarah

I recommend you review Google’s own instructions for adding the Google Analytics code.

If you’re adding the code to a WordPress site, you need to add it to the header.php file from within WordPress. You go to the *Editor* area under Administration from your WordPress dashboard. Then you copy and paste the code into the header.php page, just before the closing </head> tag.

Google also provides instructions for adding the AdSense code. However, if you want to put AdSense on your WordPress site and you’re not confident editing code, you’re probably better off installing an AdSense plugin that will help you to add AdSense ads to your pages without messing around with code hacking.

Hope this helps

Kalena

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Struggling to get better search rankings? Download our Free SEO Lesson. No catch!

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Outdated Google Analytics Tracking Code Could be Costing You Thousands

Do you run an ecommerce site? Do you use Google Analytics code on your pages? Does your site contain secure pages that start with https? If your answer is yes to any of these questions, then you’ll probably shudder in horror when you read this.

Tom Critchlow of Distilled – a search agency in the UK – has written a guest post for the Google Analytics blog that demonstrates how using outdated Google Analytics tracking code on your secure pages can be costing you THOUSANDS of dollars.

Tom explained how he noticed a glitch on the analytics report of his client’s ecommerce site that involved users of Internet Explorer 8. These users had a significantly lower conversion and revenue rate on the site, in comparison to users of other browsers and IE versions.

Turned out Tom’s client was using the old Urchin version of the Google Analytics tracking code on every page. The old code included a call to a non-secure .js file that triggers a security warning pop-up in the Internet Explorer 8 browser.

Browsers like Chrome and Firefox don’t display a security warning but Internet Explorer 8 produces the following warning when users transition from the non-secure (http) pages to secure (https) pages on a web site.

The error looks like this:

IE 8 warning

Not surprisingly, the error was causing almost all visitors browsing with Internet Explorer 8 to abandon the shopping cart process and this was costing Tom’s client an enormous amount of revenue, estimated to be in excess of USD 150K per month.

A 5 minute fix to the site saved Tom’s client an estimated 1 million dollars per year. What was the fix? Simple. Installing the new version of the Google Analytics tracking code.

The new Analytics tracking code is asynchronous, meaning that it can track a single domain, or more complex sites with multiple subdomains, database driven pages, php pages or just top level domains.

The new tracking snippet offers:

* Faster tracking code load times for your web pages due to improved browser execution
* Enhanced data collection and accuracy
* Elimination of tracking errors from dependencies when the JavaScript hasn’t fully loaded

If you are using older versions of the Analytics tracking code, Google recommends you login to your Analytics dashboard, download the new code and transition your pages over as soon as possible.

Now you have an added incentive to transition – if you run an ecommerce site, the new code might not just save you page load time but thousands of dollars too!

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