Analytics Demystified Seminar Presentation
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Andy Halko @andyhalko
Insivia @insivia
WEB ANALYTICS DEMYSITFIED
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BE THERE OR BE SQUARE July 31st Quality Over Quantity: Why Content Marketing Can’t Suck
August 28th Website Conversion: Stop Turing Customers Away
Full schedule at www.insivia.com/seminar
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THINK SMART. ACT BOLD.
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THE SCIENCE OF MARKETING
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OPTIMIZING e THE FUNNEL w
CAN HAVE `
HUGE ` IMPACT `
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THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
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YOUR WEBSITE THE JUICE MEAT
OF YOUR FUNNEL
• KEEP PEOPLE ON THE SITE
• MAKE IT EASY TO FIND WHAT THEY WANT FAST
• MAKE IT COMPREHENSIBLE
• DRIVE ACTION
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GOOGLE ANALYTICS
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BOUNCE RATE HERE 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
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INDIVIDUAL PAGE BOUNCE RATE
IS SIGNIFICANTLY MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY IF OVER 50% KEEP IMPROVING AT 50%
AIM FOR 25%
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REDUCING BOUNCE RATE
SITE EXPERIENCE Overall Design
Load Time
Distractions
PRIMARY MESSAGE Message does not match campaign or source.
ACTIONS Hidden Navigation
No Primary Action
Confusing Navigation
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SOURCES WHERE PEOPLE COME FROM AND HOW TO GET MORE FROM THEM
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SEGMENT & INTERPRET
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OPTIMIZE LINKS
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CONVERSION
ACTION POINTS
Call
Contact Form
Complete Order
NURTURE POINTS
Newsletter Sign-Up
Demo
Social Connection
Always setup Goals in Analytics & connect third-party software.
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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 with Les Miserables length. Less steps. Value. Value. Value
OH, AND… GREAT DESIGN & SMART MESSAGING ALONE CAN MAKE A MAJOR IMPACT ON VALIDATION FOR PROSPECTS
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WORTH A MENTION WITH GREAT ANALYTICS COMES GREAT RESPONSIBILITY. See Real-Time Data. Visitor Flow Diagrams.
Speed, Device, Location, Gender, Age. Setup Events & Experiments.
And More.
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INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA. SEE LONG-TERM. COMBINE DISCOVERIES. ALWAYS BE TESTING…
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A/B TESTING TEST WHAT WORKS.
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STOP GUESSING
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36% INCREASE. WHO WANTS THAT?
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CLICK TRACKING Feel the heat.
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SCROLL TRACKING
You don’t have to guess if long pages work.
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GET THE MOST OUT OF
E-MAIL MARKETING
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E-MAIL OPEN RATE
E-MAILS OPENED
E-MAILS SENT minus BOUNCED E-MAILS
=
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SUBJECT LINE Work on engaging & personalized subject lines & test them. Tell, don’t sell. SENDER Build your email reputation by not spamming & sending irrelevant content. HISTORY Have you provided value in the past – have they been burnt by wasteful emails.
WHAT IMPACTS OPEN RATE
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Limit the Actions
Use Images
Stay Relevant, Engaging + Valuable
Segment & Target Information
Test & Measure
CLICK-THROUGH RATES AVERAGE IS 1% – 4%
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RESPONSIVE MOBILE E-MAIL If people can’t read read it, they won’t click it
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CONVERTING E-MAIL
LANDING PAGES
FREQUENCY
SEGMENTATION
SIMPLE ACTIONS
DESIGN + LAYOUT
TESTING
Web analyPcs should be Ped into and closely looked at for e-‐mail campaigns.
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YES, YOU CAN TRACK SOCIAL MEDIA
REACH + ENGAGEMENT
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SOCIAL REACH How many connections do you (and your employees) have?
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WHAT TO TRACK AND TOOLS TO DO IT TWITTER FOLLOWERS CIRCLES IN GOOGLE+ FACEBOOK FANS FACEBOOK LIKES LINKEDIN CONNECTIONS LINKEDIN FOLLOWS LINKEDIN COMPANY FOLLOWS INSTAGRAM FOLLOWERS PINTEREST FOLLOWERS YOUTUBE SUBSCRIBERS THOUSANDS OF SOCIAL PLATFORMS AND FORUMS ARE OUT THERE.
KLOUT Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. TWENTYFEET Keeps track of reach, but charges. EXCEL? Yeah, not auto, but works.
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PROMOTE EVERYWHERE CREATE REAL VALUE ADD SHARING BUTTONS
THEY LIKE ME. THEY REALLY, REALLY LIKE ME
INTERACT WITH FOLLOWERS BUILD RELATIONSHIPS OFFER INCENTIVES TO CONNECT
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ENGAGE
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SOCIAL MENTION Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. MOZ ANALYTICS Social Analytics Platform MARKETING CLOUD By Salesforce
BRAND MENTIONS RETWEETS COMMENTS SHARES SENTIMENT CONVERSATIONS FAVORTIES SHARES
BE POPULAR IT’S COOL
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GET OFF THE SIDELINES
AND GET IN THE GAME
TALK TO INDIVIDUALS SHARE OTHERS POSTS POST REGULARLY
CREATE VALUE (YES, AGAIN) HELP OTHERS CONNECT WITH RELEVANT PEOPLE
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MEASURING THE ROI OF SOCIAL MEDIA USE ANALYTICS To track goals + conversions for each social media channel.
PLACE VALUE TO CONNECTIONS Like real estate, having connections does have value.
CONNECT DATA Use software and tactics to connect customers, prospects and lists to social followers.
FOCUS ON QUALITY 10,000 followers is not equal to 1,000 targeted followers
CHOOSE YOUR NETWORKS WISELY Pick a few of the best ones, not volume channels.
SET GOALS Know where you stand now and what you want to see happen.
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WHERE DO WE RANK? SEARCH OPTIMIZATION
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WEBMASTER TOOLS KEY PHRASES LINKS TO YOUR SITE SITE SPEED
CRAWL ERRORS SITEMAPS SEARCH APPEARANCE
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WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS DO YOU HAVE?
Andy Halko @andyhalko
Insivia @insivia
Oh yeah, ask us about our traffic and conversion audits.