Post on 15-Jul-2015
Andy Halko @andyhalko
Insivia @insivia
GOOGLE ANALYTICS 101
THINK SMART.ACT BOLD.
CREATE STRATEGIES
AUDITS
CONSUMER RESEARCH
PERSONA DEVELOPMENT POSITIONING
CHANNEL PLANNING
STRATEGIC PLANS
SALES PROCESS MAPPING MESSAGE DEVELOPMENT
REACH PROSPECTS
SEARCH OPTIMIZATION
PPC / ADVERTISING
CONTENT MARKETING SOCIAL MEDIA
E-‐MAIL MARKETING
MARKETING AUTOMATION
DIRECT MAIL PUBLIC RELATIONS
CONVERT LEADS
WEB DESIGN
MOBILE APPS
INTERACTIVE EXPERIENCES WEB APPS / TOOLS
VIDEO
MOTION GRAPHICS
MICROSITES A/B TESTING
CLOSE SALES
E-‐COMMERCE
PRODUCT CONFIGURATORS
ONLINE ESTIMATORS PRESENTATIONS
SALES COLLATERAL
AUGMENTED REALITY
ONLINE PROPOSALS CRM
OUR GOAL IS
REVENUE
OPTIMIZING e THE FUNNEL w
CAN HAVE `
HUGE ` IMPACT `
EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
YOUR WEBSITETHE JUICE MEAT
OF YOUR FUNNEL
• KEEP PEOPLE ON THE SITE
• MAKE IT EASY TO FIND WHAT THEY WANT FAST
• MAKE IT COMPREHENSIBLE
• DRIVE ACTION
• SERVE SUSPECTS AS MUCH AS PROSPECTS
REVENUE MAPPING
GOOGLE ANALYTICS TONS AND TONS OF DATA
MARKETING ISSCIENCE AND ART
INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA.
ANALYZE LONG-TERM COMBINE DISCOVERIESALWAYS BE TESTING
BOUNCE RATEHERE AND GONE.(probably to your competitor)
A bounce can be... Clicking a link to a different site
Clicking the back button
Typing in a new URL
Closing a window
INDIVIDUAL PAGE BOUNCE RATE
IS SIGNIFICANTLY MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY IF OVER 50% KEEP IMPROVING AT 50%
AIM FOR 25%
DETERMINING THE CAUSE
SITE EXPERIENCEOverall Design
Load Time
Distractions
PRIMARYMESSAGEMessage does not match campaign or source.
ACTIONSHidden Navigation
No Primary Action
Confusing Navigation
AUDIENCERight or Wrong
GET PERSPECTIVE FILTERS, SEGEMENTS, GROUPING & CUSTOM VARIBALES
PROFILE FILTERING
TYPES OF FILTERSYour Company
Campaigns
Channels
Regions
Devices
FOCUS IN TO CLEARLY SEE TRENDS
SEGMENTS & METRICS
COMPARE SUBSETS TO SEE IMPACTS
GROUPING CONTENT
SEE PAGES TOGETHER
CUSTOM VARIABLES
ADD YOUR OWN DATA TO VISITORSTYPES OF VARIABLESSpecific Users
Subscribers
Membership Levels
REALLY ANYTHINGCAN HELP YOU SEE SPECIFICTRENDS
GOALS MAKE SURE YOU COUNT THE WINS
WHAT MATTERS TO YOU
ACTION POINTS
Call
Contact Form
Complete Order
Where To Buy
Event Registration
NURTURE POINTS
Newsletter Sign-Up
Demo
Social Connection
Download
Share
Always setup Goals in Analytics & connect third-party software.
ASSIGN VALUE
GOAL
Call
Contact Form
Where To Buy
Event Registration
Newsletter Sign-Up
Demo
Download
VALUE
$ 100
$ 90
$ 150
$ 20
$ 5
$ 50
$ 6
Just because it does not have a direct dollar does not mean it isn’t worth anything.
SOME CONVERSION OPTIMIZATION BASICS
Primary CTAs on every page in prime locations.
Simple, easy forms.
Keep actions above the fold.
Don’t get all fancy wordsmith-y.
Less steps.
Value. Value. Value.
OH, AND… GREAT DESIGN & SMART MESSAGING ALONE CAN MAKE A MAJOR IMPACT ON VALIDATION FOR PROSPECTS
AUDIENCE THE WHO
LEARN ABOUT YOUR AUDIENCE
Technology
Mobile
Custom
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior
BEHAVIOR
BENCHMARKING
AQUICITION THE WHERE
WHERE PEOPLE COME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns
CHANNELS
TREEMAPS
OPTIMIZE LINKS
BEHAVIOR THE WHAT
WHAT ARE PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events
CONTENT
EXITS & FLOW
EVENTS
EXPERIMENTS TEST.
A/B TESTINGCOMPARE RESULTS FROM TWO VERSIONS
STOP GUESSING
OTHER ANALYTICS CLICK, EYE, SCROLL, SOCIAL, SCORING
Heat Mapping +
Human Psychology
CLICK TRACKING
Feel the heat.
SCROLL TRACKING
You don’t have to guess if long pages work.
WHERE DO WE RANK? SEARCH OPTIMIZATION
WEBMASTER TOOLSKEY PHRASES
LINKS TO YOUR SITE
SITE SPEED
CRAWL ERRORS
SITEMAPS
SEARCH APPEARANCE
WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS DO YOU HAVE?
Andy Halko @andyhalko
Insivia @insivia
Obtain the slides at Insivia.com/columbus-smps