data first web development
TRANSCRIPT
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Data-first web development
Ruth Cheesley
JoomlaDay UK 2017
@RCheesley
8th July, 2017
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Hello!
JoomlaDay UK 2017 8th July, 2017
Ruth Cheesley
Chief Executive officer
Co-owner of Virya Group
@RCheesley
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“If you’re not measuring, you don’t know”
@RCheesley
JoomlaDay UK 2017
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What would happen if we think data first?
Changing your mindset to be goal-focused, outcome oriented
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JoomlaDay UK 2017 8th July, 2017
@RCheesley
Asking the right questions
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@RCheesley
● Clarity on project brief
● Understanding of customer objectives
● Informs design + development
● Opportunity to up-sell
Why is it important?
JoomlaDay UK 2017 8th July, 2017
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■ What is your primary goal for this new website?
■ What do you want most from this website?
■ How do you think we can measure success?
8th July, 2017
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@RCheesley
JoomlaDay UK 2017
What is important for the customer?
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■ Do you have a current website?
■ What works/doesn’t work?
■ Do you use any third-party tracking systems?
8th July, 2017
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@RCheesley
JoomlaDay UK 2017
What systems do they have in place?
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■ What information from your website is relevant in the sales process?
■ Can you talk me through the process from enquiry to conversion?
■ How could we boost your sales process with data from your website?
8th July, 2017
@RCheesley
JoomlaDay UK 2017
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How can we integrate tracked data?
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■ Can you share with me the tracking systems you are currently using?
■ Can you share with me your enquiries and sales log/data?
■ If either above are missing, suggest a mini-project to implement these first and capture data while working on project
8th July, 2017
@RCheesley
JoomlaDay UK 2017
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What is your ‘baseline’ - where are you now?
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JoomlaDay UK 2017 8th July, 2017
@RCheesley
Using the right tools
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@RCheesley
● Making things easy for your team
● Facilitate professional workflows
● If you don’t measure, you don’t know
● Enhance business intelligence
Why is it important?
JoomlaDay UK 2017 8th July, 2017
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Get familiar with Google Tag Manager
@RCheesley
JoomlaDay UK 2017
A powerful tool for data-driven developers & marketers
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■ Test tags in dev, demo & production separately
■ Version controlled, multiple workspaces
■ Simple to implement!
8th July, 2017
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@RCheesley
JoomlaDay UK 2017
Set up environments
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JoomlaDay UK 2017 8th July 2017
@RCheesley
bit.ly/GTMEnvironments
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Repeat for each environment
@RCheesley
JoomlaDay UK 2017 8th July 2017
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JoomlaDay UK 2017 8th July 2017
@RCheesley
bit.ly/GAEnvironments
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JoomlaDay UK 2017 8th July 2017
@RCheesley
bit.ly/GTMJoomlaTemplates
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Use your on-page markup
@RCheesley
JoomlaDay UK 2017
Don’t reinvent the wheel, use what is there already!
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■ Always use appropriate class names in your code and markup
■ Use distinct, semantic class names if you want to easily track clicks on specific items
8th July, 2017
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@RCheesley
JoomlaDay UK 2017
Quick way to track clicks
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Why do class names matter?
8th July, 2o17
Capturing events with GTM
@RCheesley
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Trigger events using CSS class name
JoomlaDay UK 2017
@RCheesley
8th July 2017
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Fire GA event with CSS class name trigger
JoomlaDay UK 2017
@RCheesley
8th July 2017
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Test your tags and triggers!
8th July, 2o17
Tips and tricks for debugging
@RCheesley
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■ Preview mode in GTM
■ Google Debugger
■ WASP.Inspector plugin for Chrome
■ GTMSonar plugin for Chrome
■ DataSlayer plugin for Chrome
8th July, 2017
@RCheesley
JoomlaDay UK 2017
3
Testing and debugging tags
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Analyse tag firing with GTM Preview
JoomlaDay UK 2017
@RCheesley
8th July 2017
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Analyse all script activity with WASP
JoomlaDay UK 2017
@RCheesley
8th July 2017
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JoomlaDay UK 2017 8th July, 2017
@RCheesley
Taking it to the next level
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Associating data with your leads
8th July, 2o17
Using data to understand behaviour
@RCheesley
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@RCheesley
JoomlaDay UK 2017 8th July, 2017
■ Traffic numbers from GA
■ No download tracking
■ Very few leads
■ 73 downloadable assets
■ 3 forms
Baseline status
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@RCheesley
JoomlaDay UK 2017 8th July, 2017
■ Generate inbound funnel for relevant sales people
■ Prioritise leads with scoring
■ Who downloads what resources?
■ What proportion become customers?
Goals
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@RCheesley
JoomlaDay UK 2017 8th July, 2017
■ Implement Mautic tracking pixel (nearly 2 years ago!)
■ Replace enquiry forms with Mautic forms (1 year ago)
■ Transfer assets to Mautic
■ Build Mautic into new build - all downloads, forms and actions tracked & scored
Baby steps to success
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Install pluginEnter Mautic URL
Embed form:{mautic type="form" ID}
(alternatively use HTML/JS embed code)
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@RCheesley
JoomlaDay UK 2017 8th July, 2017
■ Leads directed to appropriate sales person
■ Browsing history and scoring indicates level of interest
■ Monthly reports on download activity
■ Easy way to communicate about updates to documents
Results
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