Presented by Diane Knudson CU Solutions Group

Presented by Diane Knudson
CU Solutions Group
Web Analytics are reports used to study visitor behavior to your website:
•Where they come from
•How they found you
•What pages they visited
The goal: Understand how your website is used and found so it can be optimized to improve visitors experiences and rankings in the search engines.
Google Analytics is a free service from Google that provides detailed analysis of your website such as: •Where visitors come from and what do they do on your site •How your website can help convert more visitors into members •Which keywords drive the highest quality visitor
•Which marketing initiatives are most effective Google Analytics shows you how visitors found your site and how they interact with it. Analytics looks at the behavior of your website visitors from each keyword and traffic source. By tracking visitor behavior with website analytics, you can put more emphasis on the keywords and sources that bring the visitors you want to your website. • Search Engine Rankings ‐ when someone types a keyword or phrase into a search engine, where does your website come up on the list? • Traffic ‐ use website analytics to see how, why and where visitors enter and leave your website
• Goals – Knowing which keywords, traffic sources and web pages meet your goals can help you streamline your Search Engine Optimization (SEO) tactics
Website analytics can show you which keywords and traffic sources are working and how you can adjust your keywords, content, links, site architecture and marketing strategy to help you meet your credit union’s goals.
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• Visit www.google.com/analytics
• Select the Access Analytics button in the upper right hand side of the page
From there, you’ll reach your Account Home Page. From this page you will select your website URL address.
Selecting your website address takes you to the Visitors Overview tab, which provides a snapshot of your visitors in a default timeframe. You can export any of the reports by selecting the Export button in the upper left hand portion of the page. You can export to CSV, TSV or CSV for Excel. This is useful for creating your own reports, charts and graphs for tracking and measurement purposes.
You can change the time frame by selecting the drop down arrow on the right hand side of the date field. You can also compare your timeframe to a time in the past.
This is useful for tracking the success of marketing programs by comparing results from the dates a program ran to dates when it didn’t to see if you hit your marketing goals.
In this example, we can compare the traffic to LoveMyCreditUnion in August – December of 2011 to the same timeframe in 2010 to help determine which of the online campaigns we were running was more successful based on our marketing goals.
• Visits ‐ The number of visits your site receives
• Unique Visitors ‐This report graphs people instead of visits. Counts each visitor only once in the selected date range.
• Pageviews ‐ The total number of pages viewed on your site
• Pages/Visit‐ The average number of pages viewed per visit
• Avg. Time on Site – How long visitors stay on the website
• Bounce Rate – The percentage of single‐
page visits (i.e. visits in which the person came and left the website from the same page)
• % New visits ‐ The percentage of new visits
You can change the metrics shown in the line graph on the overview. The default view is Visits, but selecting the drop down next to visits allows you to switch between any of the factors. You can also compare metrics to learn more about your visitors behavior.
For example, if you are viewing Visits (number of visits per day), you can compare that to Pages/Visit (average number of pages viewed per visit) to look for trends.
• These reports provide statistics about the number of visits and pageviews, how much time visitors spent on the site, and how many pages they viewed per visit. – New vs Returning compares visitor behavior between completely new visitors and returning visitors to the website
– Engagement shows visits and pageviews distributed by the number of seconds visitors spent on your site during each visit. – Frequency & Recency shows visits and pageviews distributed by the number of pages viewed during a visit.
This report provides information about behavior on new (first‐time) and returning visitors. You can sort by Traffic Sources, Visitors, Technology and Content to learn more about visitor behavior based on a specific factor.
For example, you can track which percentage of new vs. returning visitors have come from a specific source, so you can determine if that source is sending quality visitors to your website.
In this example, we can compare visitors by their traffic source. This shows us that 33.58% of new visitors and 6.99% of returning visitors found LoveMyCreditUnion either by typing the URL directly or clicking on a bookmark. Using this information in conjunction with other research can help us measure the success of our marketing programs.
A large number of pages/visit suggests that visitors interact extensively with your site.
Most financial institutions have a high level of visitors who only visit one page. This is due to members visiting the home page and immediately leaving the site to visit the financial institution’s home banking website. A large number of lengthy visits suggest that visitors interact more extensively with your site. The shorter the visit, the fewer pages visited on the website.
0‐10 seconds is an indicator that most people visited only one page on your website. When compared to the top content report, you can see which pages most of your visitors are viewing. This report provides an overview of traffic sources for your site. The graph displays the daily number of visits and the pie chart displays the percentages of traffic by source type. • Search Traffic ‐
visitors come from keyword searches on search engines or paid ads
• Referral Traffic –
comes from links to your website from other sites
• Direct Traffic –
comes from people typing the URL address or through a bookmark
• Campaigns – traffic from AdWords campaigns
This report provides information about visitor behavior based on the traffic source and medium (e.g., referral or organic). Organic are un‐paid searches on search engines.
Most financial institutions have (direct/none) as their first traffic source. This is from people who have bookmarked the website or typed the address directly into the URL.
This report provides information about visitor behavior based on visitors who clicked a bookmark or entered the website address directly into the URL.
This report shows which pages visitors landed on when they arrived at your website as well as the quality of those visitors. Knowing the top landing pages can help you determine the content on these pages based on your marketing goals. In this example, we can see that of the 275,392 direct traffic visits to LoveMyCreditUnion 92,678 of them landed on the home page. Researching the average pages/visit, average time on site and bounce rate can provide us additional insight into the quality of those visitors.
This report provides information about visitor behavior of visitors who clicked a link on another site or in an email to get to your website
By selecting a specific referring source, you can drill down and sort by Visitors, Technology, Traffic Sources and Content to learn more about visitor behavior from the direct traffic sources.
Drilling down into the referral traffic of LoveMyCreditUnion, we can see that the investinamerica.promo.eprize
.com drove the most referral traffic to the website and the page the majority of those visitors landed on was the homepage. We can use this information to help us determine which products and services we want to put on these landing pages to cross‐sell to these visitors.
This report provides information about visitor behavior based on search‐engine traffic to your site both from paid and organic (non‐paid) searches.
The default sort is Traffic Type, but you can also sort by Source, Keyword, Campaign or specify a specific segment. This is useful to track the success of a paid advertising campaign and any search engine optimization efforts you have utilized.
The default sort is Keyword, but you can also sort by Source, Landing Page or specify a specific segment. You can add a second dimension as well from Visitors, Technology, Traffic Sources and Content.
This report can help you determine the most effective keyword phrases you should be incorporating into your website’s copy to rise in the search engine rankings and attract quality visitors.
Understanding which keywords drive the highest quality traffic to our website helps us determine how we can better optimize the website. For example, although the keyword phrase “invest in america”
drives the third largest amount of traffic, it could be argued that the traffic it drives is a higher quality, as they visit more pages, spend more time and have a lower bounce rate than visitors from the other keyword phrases so that phrase should be integrated into more of the website’s copy.
This report provides information on all your paid search advertising campaigns. The default landing page is Keyword and you can also sort by Matched Search Query, Source, Medium, Campaign and Other.
This report is helpful in managing your Pay‐
Per‐Click campaigns and keyword optimization strategies.
This report is useful to breakout by campaign if you are or have run multiple campaigns to gauge their success against each other. Comparing a 2011 to a 2010 paid search campaign can provide us insights into which keywords and traffic sources were the most successful based on the quantity and the quality of the traffic.
This report provides an overview of the key page view metrics for your site. • Pageviews ‐ The total number of pages viewed on your site
• Unique Pageviews ‐ Counts each visitor only once in the selected date range
• Avg. Time on Page ‐ How long visitors stay on the page
• Bounce Rate ‐ The percentage of visits in which the person entered and left your site from the same page
• Exit –
•The percentage of visitors who left your website from that page
The Explorer tab provides the same metrics as the overall site content view on individual pages. Pages are ranked from the highest page views to pages with the least views.
Additionally, you can sort by Traffic Sources, Visitors, Technology and Content to learn more about visitor behavior. Sorting by keyword can help us determine which keywords are sending us the highest quality traffic to our targeted pages. This report shows that the keyword phrase “credit unions” is sending a high quality of traffic to the home page (based on our definitions of quality for that page). Since these are high quality visitors, we should review the content on the page to make sure it is optimized for that keyword phrase and provides clear direction on how to get those visitors to take the actions we want them to take. The Navigation Summary tab provides information about individual pages; the percentage of visitors that came to that page from an external website (Entrances) vs. an internal page (Previous Pages) and the percentage of visitors who exited that page and left your website all together (Exits) vs. visited another page on your website (Next Pages). A navigation summary review allows us to develop some assumptions of visitor behavior. This can help you track how people find the pages that have your most important products and services so you can cross‐
sell them on the pages they previously viewed. This can be helpful when developing your website’s site architecture.
Analytics allows you to see where consumers have clicked on a page so you can evaluate the effectiveness of your navigation and design.
38% of people who viewed this page clicked on the “share your credit union love”
section of the page.
Project Goals
GM Goal Definition –
Visit to GM Save Page
Find a CU Goal Definition – Visit to Find a Credit Union page
Shop America Goal Definition – Visit to the Shop America credit union member verification page
Out of the 15,540 unique pageviews, 510 are from the online search campaign (3.28%). • Use data from Google Analytics as a starting point to measure the success of any future marketing and Search Engine Optimization efforts
• You can know which referring sites and keywords are driving the highest quality traffic to your website
• Identify which pages on your website attract the highest quality traffic so you can cross‐sell your most important products and services
• Understanding specific website analytic data will allow your credit union to make informed business decisions, develop strategies and create marketing initiatives
Diane Knudson l CU Solutions Group Diane.Knudson@CUSolutionsGroup.com l 800.262.6285 x254