driving roi from google analytics 2017
TRANSCRIPT
Andy Halko@andyhalko
DRIVING ROI FROM ANALYTICS
Insivia@insivia
THINK SMART .ACT BOLD.A growth & innovation agency.
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization
OUR GOAL IS REVENUE
OPTIMIZING eTHE FUNNEL w
CAN HAVE ` HUGE ` IMPACT `
EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
REVENUE MAPPING
TONS AND TONSOFDATA
MARKETING IS
SCIENCEAND ART
INTERPRETDO 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 THANOVERALL SITE BOUNCE RATE
WORRY IF OVER 50%KEEP IMPROVING AT 50%
AIM FOR 25%
DETERMINING THE CAUSE
EXPERIENCEOverall DesignLoad TimeDistractionsInterruptions
PRIMARY MESSAGEMessage does not match campaign or source.
ACTIONSHidden NavigationNo Primary ActionConfusing Navigation
AUDIENCERight or Wrong
PERSPECTIVEFILTERS, SEGMENTS, GROUPING & CUSTOM VARIABLES
PROFILE FILTERINGTYPES OF FILTERS:Your Company
Campaigns
Channels
Regions
Devices
FOCUS INTO CLEARLY SEE TRENDS
SEGMENTS & METRICSCOMPARE SUBSETS TO SEE IMPACTS
GROUPING CONTENTSEE PAGES TOGETHER
CUSTOM VARIABLESADD YOUR OWN DATA TO VISITORS
TYPES OF VARIABLES:Specific Users
Subscribers
Membership Levels
REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS
GOALSMAKE 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 BASICSPrimary 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
AUDIENCETHE WHO
LEARN ABOUT YOUR AUDIENCE
Technology
Mobile
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior
DEMOGRAPHICS
BENCHMARKING
ACQUISITIONTHE WHERE
WHERE PEOPLECOME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns
CHANNELS
TREEMAPS
INBOUND LINKS
BEHAVIORTHE WHAT
WHAT ARE PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events
CONTENT
EXITS & FLOW
EVENTS
EXPERIMENTSTEST WHAT WORKS.
A/B TESTINGCompare results between variations.
OTHER ANALYTICSCLICK, EYE, SCROLL, SOCIAL, SCORING
HEAT MAPPING
Human Psychology plays a big role in usability.
CLICK + SCROLL TRACKING
Visualize how people interact with your site.
COMBINE INSIGHTS FROM OTHER SYSTEMS
Visualize how people interact with your site.
WEBMASTER TOOLSKEY PHRASESLINKS TO YOUR SITESITE SPEED
CRAWL ERRORSSITEMAPSSEARCH APPEARANCE
INSTALL GOOGLE TAG MANAGER
WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?
Andy Halko@andyhalko
Insivia@insivia
Get the slides at insivia.com/seminar/google-analytics-workshop/