1 00:00:01,170 --> 00:00:06,380 The website of your company is one of the most essential tools that you have in your digital arsenal, 2 00:00:06,690 --> 00:00:10,650 it can contain information about your company news services. 3 00:00:10,650 --> 00:00:17,100 You offer presentation of your team and conduct options it can even send as a of wonderful if it's an 4 00:00:17,100 --> 00:00:20,390 e-commerce website because it serves so many purposes. 5 00:00:20,400 --> 00:00:22,320 You want to know exactly whether it works. 6 00:00:22,320 --> 00:00:26,880 As expected to start analyzing your website, you must follow a couple of steps. 7 00:00:27,390 --> 00:00:29,970 First, you need to choose their website analytics tool. 8 00:00:30,300 --> 00:00:33,960 Then you need to set it up correctly to collect data from your visitors. 9 00:00:34,230 --> 00:00:39,690 And once you have data, you need to analyze the available data and say the tool and make decisions 10 00:00:39,690 --> 00:00:41,500 based on it to improve their results. 11 00:00:41,970 --> 00:00:44,370 Let's start with choosing the website analytics tool. 12 00:00:44,700 --> 00:00:50,740 As I imagine there are thousands of available tools such as Google Analytics, Adobe Analytics, expand 13 00:00:51,000 --> 00:00:51,950 heat and more. 14 00:00:52,290 --> 00:00:55,900 There is no definitive answer which one would be the best for your company? 15 00:00:56,220 --> 00:01:00,750 It depends on the mandate to have data you need and other tools that you use. 16 00:01:01,110 --> 00:01:06,150 However, if you don't have specific requirements, Google Analytics is the safest bet. 17 00:01:06,510 --> 00:01:12,960 It is free, it has a ton of options and it is by far the most popular out of website analytics tools. 18 00:01:13,320 --> 00:01:15,200 That's why we will use it as an example. 19 00:01:17,030 --> 00:01:23,480 To start using Google Analytics to the website analytics that Google dot com and login into your Google 20 00:01:23,480 --> 00:01:23,960 account. 21 00:01:30,060 --> 00:01:34,550 Once you're logged in, click on this button and follow the on screen instructions. 22 00:01:35,960 --> 00:01:38,780 As an account name, you can use any name you want. 23 00:01:41,680 --> 00:01:44,500 You can use data sharing settings without any changes. 24 00:01:45,970 --> 00:01:52,180 On the next screen, you want to specify whether you want to measure weap or updater, we will choose 25 00:01:52,180 --> 00:01:52,690 the Web. 26 00:01:53,900 --> 00:01:59,120 Then fill their name and the URL of your website, industry entry, parking time zone. 27 00:02:07,820 --> 00:02:11,420 Then accept all of the agreements and set your email communication. 28 00:02:15,610 --> 00:02:22,150 Then you will be placed inside the Google analytics panel, the final step is to set up tracking, just 29 00:02:22,150 --> 00:02:26,260 click on the settings icon, tracking info and tracking code. 30 00:02:27,910 --> 00:02:34,150 If you have nightime in your company, just copy the code and send it to them to paste in the head section 31 00:02:34,150 --> 00:02:39,110 of each page of the website you want to track instead of pasting the code into every page. 32 00:02:39,430 --> 00:02:45,040 If you have Google, Tamilnadu added to your website, which is used for many different Kouts, including 33 00:02:45,040 --> 00:02:49,000 website tracking codes, you can ask to add Google Analytics, tag their. 34 00:02:49,970 --> 00:02:55,630 Alternatively, if you have access to the source code of your website, you can paste it yourself. 35 00:02:56,240 --> 00:03:01,210 It can be done in any content management system like WordPress in your dashboard. 36 00:03:01,520 --> 00:03:04,280 Go to plug ins and then click on Add New. 37 00:03:06,950 --> 00:03:08,660 Search for headers and footers. 38 00:03:14,320 --> 00:03:16,960 Click, install now and then activate. 39 00:03:21,670 --> 00:03:27,700 Now, if you go to the settings, you see insert headers and footers tap in this tap, you can paste 40 00:03:27,700 --> 00:03:34,450 any code, including Google Analytics tracking code, and it will be added to the header body or photo 41 00:03:34,450 --> 00:03:36,550 section of all of the pages of your website. 42 00:03:38,540 --> 00:03:40,580 Once you paste the code, click save. 43 00:03:41,690 --> 00:03:46,340 If the court was correctly added to your website, you will see the change in the status here within 44 00:03:46,340 --> 00:03:47,470 48 hours. 45 00:03:49,230 --> 00:03:54,510 Once the installation is complete, you can start the fun part, which is analyzing data and drawing 46 00:03:54,510 --> 00:03:57,980 conclusions, we will use Google Star data as an example. 47 00:03:58,740 --> 00:04:05,220 On the left side, you have a lot of available reports like reports about your users, reports about 48 00:04:05,220 --> 00:04:09,220 the most popular pages, reports about sources of your website traffic. 49 00:04:09,750 --> 00:04:13,260 I will focus on the most important ones for most businesses. 50 00:04:14,010 --> 00:04:16,110 Each report has some standard options. 51 00:04:16,740 --> 00:04:19,800 You can say your part in Google Analytics to use it later. 52 00:04:20,370 --> 00:04:22,950 You can export it to different formats like Excel. 53 00:04:23,070 --> 00:04:28,800 If you want to analyse it there, you can share the report with your colleagues and you can check suggestions 54 00:04:28,800 --> 00:04:31,500 from Google on what can be improved on your website. 55 00:04:32,590 --> 00:04:36,770 Each report gives you an option to choose the date range that you are interested in. 56 00:04:37,510 --> 00:04:43,690 Also, you have an option to add a segment if you want to display data only for part of the users who 57 00:04:43,690 --> 00:04:50,470 are interesting for you, for example, only for new users or only for users who are mobile visitors. 58 00:04:51,880 --> 00:04:57,400 Below, you have a chart or graph that visualizes the date, and, of course, you can adjust the view 59 00:04:57,400 --> 00:05:03,070 to your needs like trench chart type change date range or change data that is presented. 60 00:05:04,100 --> 00:05:08,990 Most reports also have filter option and we will take a closer look at it later. 61 00:05:09,950 --> 00:05:16,610 The idea is to include data that is interesting for you and exclude data that is not interesting for 62 00:05:16,610 --> 00:05:16,770 you. 63 00:05:17,490 --> 00:05:22,040 Also in the report, you have a table with data and all kinds of statistics. 64 00:05:22,490 --> 00:05:26,170 You can start it based on different statistics by clicking on the header. 65 00:05:26,870 --> 00:05:31,280 Let's start with the audience type where you can find out who your visitors are. 66 00:05:31,940 --> 00:05:34,250 Overview gives you the general information. 67 00:05:34,730 --> 00:05:36,990 The most important stats are the users. 68 00:05:37,040 --> 00:05:40,850 So basically, how many people visited your site sessions? 69 00:05:41,030 --> 00:05:47,700 So how many times your site was visited by the users and one user can generate multiple sessions, page 70 00:05:47,770 --> 00:05:48,110 views. 71 00:05:48,320 --> 00:05:52,700 So how many different pages of your website were displayed during all sessions? 72 00:05:52,700 --> 00:05:58,640 And during one session the user can see multiple pages, average session duration. 73 00:05:58,940 --> 00:06:01,970 So how much time users spent on your website by average? 74 00:06:03,250 --> 00:06:05,800 You want all of these metrics to be higher each month. 75 00:06:06,370 --> 00:06:12,550 Another important metric is bounce rate, which shows you how many people visited your website but didn't 76 00:06:12,550 --> 00:06:16,060 take any action, such as button click or click on the link. 77 00:06:16,390 --> 00:06:19,930 And of course, you want this statistic to be as low as possible. 78 00:06:20,620 --> 00:06:24,610 Also, you can check from which countries and cities your visitors are. 79 00:06:25,210 --> 00:06:27,280 Other interesting stats in the audience. 80 00:06:27,280 --> 00:06:31,120 Tap our age and gender and devices breakdown. 81 00:06:33,730 --> 00:06:39,550 To see age and gender data in a new account first, you should enable marketing and advertising reporting 82 00:06:39,550 --> 00:06:45,560 features, which will be also useful when you start advertising on Google ads for marketing purposes. 83 00:06:46,180 --> 00:06:51,430 Just go to demographics overview and click the enable button to turn on advertising features. 84 00:06:54,150 --> 00:06:59,730 As I mentioned, you can check all this data for any period of time you want, you can change it in 85 00:06:59,730 --> 00:07:00,510 the top right. 86 00:07:01,350 --> 00:07:06,810 You should track all of the statistics that are important to your business and monitor how these statistics 87 00:07:06,810 --> 00:07:07,960 change month by month. 88 00:07:08,550 --> 00:07:12,480 What is the seasonality and the influence of your promotional campaigns? 89 00:07:13,110 --> 00:07:14,360 As a starting point? 90 00:07:14,400 --> 00:07:16,350 You can select data for the whole year. 91 00:07:17,100 --> 00:07:23,220 You could even use compare to option, which will display data for the previous period to do in this 92 00:07:23,220 --> 00:07:24,860 case for the previous year. 93 00:07:25,500 --> 00:07:32,040 It will help to check whether there is any seasonality click apply and also change their view to month 94 00:07:32,370 --> 00:07:33,180 because they live. 95 00:07:33,180 --> 00:07:39,240 You may be too detailed once you choose data you are interested in and the period it's time to draw 96 00:07:39,240 --> 00:07:40,110 some conclusions. 97 00:07:40,440 --> 00:07:41,280 How to do that. 98 00:07:41,950 --> 00:07:47,510 For example, you can see that overall you have less users this year than in the last year. 99 00:07:48,000 --> 00:07:52,680 You need to think about what could be the reason maybe you spent less money for promotion. 100 00:07:53,070 --> 00:07:55,290 Maybe you are less content to your website. 101 00:07:55,800 --> 00:08:02,040 Maybe some competitors told some of your users, or maybe you had some issues in delivery of the products 102 00:08:02,310 --> 00:08:03,670 and you lost some clients. 103 00:08:04,350 --> 00:08:10,500 The other thing is that you have the best results in terms of users for both years in May and November. 104 00:08:10,890 --> 00:08:16,170 You need to ask yourself the question, why these two months as this is Google's third data? 105 00:08:16,320 --> 00:08:22,410 More users in May probably mean that they want to buy four kids day and in November users want to buy 106 00:08:22,410 --> 00:08:23,640 for the Christmas period. 107 00:08:24,210 --> 00:08:27,920 You should focus more efforts on these two months to monetize your product. 108 00:08:28,560 --> 00:08:30,300 Let's consider other examples. 109 00:08:30,690 --> 00:08:35,850 If you would see that the number of users is going up significantly in comparison to the previous month, 110 00:08:36,390 --> 00:08:41,340 it may be due to the advertising campaign you ran are due to the new content that you added on your 111 00:08:41,340 --> 00:08:41,880 website. 112 00:08:42,300 --> 00:08:45,240 So if it's working, you should consider doing more of that. 113 00:08:45,660 --> 00:08:52,110 You can change the metrics by expanding dropdown on the left side, for example, bounce rate, if you 114 00:08:52,110 --> 00:08:58,440 have a high birth rate, for example, above 60 percent, it may be an indication that your website 115 00:08:58,440 --> 00:09:00,060 is not intuitive to the users. 116 00:09:00,660 --> 00:09:07,310 You may decide to rebuild the site and improve user experience if you switch to the top and see that 117 00:09:07,320 --> 00:09:12,120 the change for the particular age group is much higher than the average change for all groups. 118 00:09:12,330 --> 00:09:16,050 For example, you can see that sixty five plus segment is growing. 119 00:09:16,410 --> 00:09:18,450 Even though the general trend is negative. 120 00:09:18,750 --> 00:09:23,940 You may try to monetize this fact and prepare more products or even special section on your website 121 00:09:24,120 --> 00:09:25,950 for this particular group of users. 122 00:09:26,310 --> 00:09:31,550 But as all of these stats we covered in this video are statistics for the whole site, you can see in 123 00:09:31,560 --> 00:09:36,630 an overall trend or direction that something good or something bad is happening on your website. 124 00:09:36,960 --> 00:09:42,720 And to fully understand what exactly in which part of the website and what to do about it, you need 125 00:09:42,720 --> 00:09:43,680 to dig deeper. 126 00:09:43,680 --> 00:09:46,530 And that's exactly what we will do in the next video.