If you are new to Analytics, you might already have all of the information that you need for now. This is just an extra little piece I want to add in there to give those who have grasped the basics and want a few more ideas. What I don’t want it to do is distract you from the initial work that we’ve been talking through.
With Advanced Analytics, the chances are you’re going to need to go back to a Web Developer to put some of this in place. You need to get somebody who really understands HTML Coding to do this for you.
First up is setting up events, so what is an event in Analytics? Most of Analytics is based on people hitting a page. The way it works is every time the page is reached by a visitor, the browser carries certain information about the visitor and Google Analytics records what has taken place. Google Analytics records what page is being loaded. Let’s say you’ve got a “call me” form on your website where somebody can fill in their name, phone number and then press “call me”. Google Analytics, in its standard format, wouldn’t track that, however, it is possible for it to be tracked and that’s what is called an event. All you need to do is put a piece of code on the actual “call me” button so that when somebody presses it, information is sent to Google Analytics to say that somebody that it has been pressed. This could be really important for you if you’ve got particular sign up actions that don’t trigger a new page, but they are an action that you want to monitor.
What about Split Testing? Split Testing has been around for a long time and is sometimes referred to as A/B Testing. It basically means having two copies of the exact same Marketing Campaign, but with a different message on each. You’re trying to get to the same goal, but you’re trying out two different ways of doing it. It’s the exact same result but it’s a different message. You could set up two very different web pages, or two web pages that are only slightly different to measure and compare the effectiveness of both. Again, Google Analytics allows you to do that. In fact, Google will control which pages your visitors see and looks at which one performs better towards the goals that you’re trying to achieve.
What about a Conversion Rate Value? At the minute, you’ve got Google Analytics running and it tells Google that a conversion has taken place. As an example, it will basically say the Thank You Page has been reached. Therefore, you can programme Google Analytics to score it as a conversion when this particular page is reached. How much was that conversion worth? Did somebody buy your book, or did they buy your Life Program and what key phrases did they type in that bought them to your website? Knowing this detail might make a big difference to the success of your future conversions.
The reason that it’s more advanced is because you can report back how much someone has spent with you at the end of the sale. That could prove to be very important information when you’re working out what key phrases you should be targeting on Pay-Per-Click or Natural SEO.
So, I’ve just touched on three additional points that you might want to consider. They’re definitely fitting more into the Advanced Google Analytics page, so if you’re not doing these things, or they aren’t making sense, then don’t worry. They may become areas that you might want to consider once you’ve really got to grips with all the other Analytics features.
So, let’s recap; Events: this now measures when somebody carries out an action on a page that doesn’t trigger another page, but is a conversion that you want to measure. Split Testing: allowing you to output two different messages for the exact same result that you’re trying to achieve. Conversion Rate Value: this is so that you know exactly how much somebody spends based on the keywords that they put in. There are three different things there that I hope really help.