google analytics 101 | 2015
TRANSCRIPT
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Andy Halko @andyhalko
Insivia @insivia
GOOGLE ANALYTICS 101
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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
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OUR GOAL IS
REVENUE
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OPTIMIZING e THE FUNNEL w
CAN HAVE `
HUGE ` IMPACT `
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EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
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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
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REVENUE MAPPING
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GOOGLE ANALYTICS TONS AND TONS OF DATA
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MARKETING ISSCIENCE AND ART
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INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA.
ANALYZE LONG-TERM COMBINE DISCOVERIESALWAYS BE TESTING
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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
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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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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
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GET PERSPECTIVE FILTERS, SEGEMENTS, GROUPING & CUSTOM VARIBALES
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PROFILE FILTERING
TYPES OF FILTERSYour Company
Campaigns
Channels
Regions
Devices
FOCUS IN TO CLEARLY SEE TRENDS
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SEGMENTS & METRICS
COMPARE SUBSETS TO SEE IMPACTS
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GROUPING CONTENT
SEE PAGES TOGETHER
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CUSTOM VARIABLES
ADD YOUR OWN DATA TO VISITORSTYPES OF VARIABLESSpecific Users
Subscribers
Membership Levels
REALLY ANYTHINGCAN HELP YOU SEE SPECIFICTRENDS
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GOALS MAKE SURE YOU COUNT THE WINS
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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.
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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.
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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.
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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AUDIENCE THE WHO
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LEARN ABOUT YOUR AUDIENCE
Technology
Mobile
Custom
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior
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BEHAVIOR
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BENCHMARKING
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AQUICITION THE WHERE
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WHERE PEOPLE COME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns
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CHANNELS
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TREEMAPS
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OPTIMIZE LINKS
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BEHAVIOR THE WHAT
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WHAT ARE PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events
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CONTENT
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EXITS & FLOW
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EVENTS
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EXPERIMENTS TEST.
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A/B TESTINGCOMPARE RESULTS FROM TWO VERSIONS
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STOP GUESSING
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OTHER ANALYTICS CLICK, EYE, SCROLL, SOCIAL, SCORING
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Heat Mapping +
Human Psychology
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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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WHERE DO WE RANK? SEARCH OPTIMIZATION
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WEBMASTER TOOLSKEY 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
Obtain the slides at Insivia.com/columbus-smps