Optimizing Website Performance - Kinetic


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Optimizing Website Performance - Kinetic

  1. 1. Jenny Rankin, Kinetic Communications
  2. 2.  What are Web Analytics Why is this Important Getting Started Case Study Example Google Analytics 101
  3. 3.  Broad Definition: The monitoring and reporting of how users interact with a website. Specific definition varies based on goals and objectives of each website. Don’t just measure for the sake of measuring.
  4. 4.  General awareness of the audience visiting your site Make improvements to your site ◦ Enhance the user experience ◦ Help you get more out of your website ◦ Help your audience get more out of your website Track and increase your return on investment ◦ Tie interactive marketing efforts to conversions
  5. 5.  Website traffic patterns Visitor behavior and profiling Conversions and leads Tying conversions back to various marketing efforts, including: ◦ Search engine marketing ◦ Email marketing ◦ Display advertising ◦ Social media efforts ◦ Special promotions
  6. 6.  Set goals and objectives for your website. Set goals and objectives for any interactive marketing efforts you engage in. How will you measure success? Make sure your site is optimized for measurement. Find the right analytics tools. Set aside time to monitor each month. Plan a reporting mechanism.
  7. 7.  Ultimate interactive purpose: Drive sales Interactive marketing in place: ◦ E-commerce website ◦ Email marketing ◦ Pay-per-click advertising ◦ Homepage sliders advertising sales, new products, etc. ◦ Social media presence on Facebook & Twitter
  8. 8.  The website accounts for 35% of Priester’s annual direct-to- consumer sales. ◦ Seasonal product: 45% of site traffic and 74% of revenue comes in November & December ◦ They have seen a 39% increase in online sales over the past 5 years, even with the slow economy. ◦ One in 14 visitors to the site makes a purchase (conversion rate of 7.32%)
  9. 9.  E-news: the past 12 months ◦ Email marketing accounted for 17% of the website’s traffic and 25% of the site’s revenue last year. ◦ The conversion rate for e-news traffic is 10.99% compared to 7.32% for the entire site. ◦ 812 new subscribers through the site, bringing our list to more than 22,000 subscribers ◦ Average open rate of 10.27% ◦ Average click-through rate of 19.81%
  10. 10.  Pay-Per Click Advertising: the past 12 months ◦ Google AdWords accounted for 6% of site traffic and 8% of its revenue for the entire year.  82% of that traffic and 89% of the revenue came from November and December alone.  Priester’s return on investment from AdWords for the past year was 1,784.2%.  The conversion rate for Google CPC traffic is 9.78% compared to 7.32% for the entire site. ◦ Shopzilla.com (A pay-per-click referral engine for shoppers)  Sends very affordable traffic our way at only $0.25 per click  8th highest non-search engine referring site  Conversion rate of 1%
  11. 11.  Homepage Sliders ◦ Changed at least once a month to advertise a new product or promotion ◦ Once visitors arrive at the home page, over 98% enter the site through one of the sliders. ◦ New sliders determined by top searched items, top selling items and previous performance of slider message bringing in revenue Social Media ◦ 3,100 Facebook Fans; 2,697 Twitter Followers ◦ Facebook is the 4th top non-search engine referring site to Priesters.com with nearly a 2% conversion rate
  12. 12. Making an Impact forPriester’s Pecan’s
  13. 13.  Google Analytics 101 ◦ Visitor Information ◦ Geography Detail ◦ Traffic Sources ◦ Top Content ◦ E-Commerce Overview ◦ AdWords Overview ◦ Internal Search Engines ◦ Funnel Analysis
  14. 14.  Visitors Overview: ◦ The most basic information available through Google Analytics. ◦ Track over time if your goal is to increase traffic, etc. ◦ Use the technical profile to know how your users are accessing your site
  15. 15.  All Traffic Sources: ◦ Which sources send visitors who are more likely to be qualified leads ◦ Site Usage ◦ Goals Set ◦ Ecommerce ◦ Shows whether your paid investments are qualified leads
  16. 16.  Ecommerce ◦ Only visible if you are selling through your site. ◦ Which products are selling best. ◦ Which sources are bringing in the most sales
  17. 17.  AdWords in Analytics: ◦ Which campaigns and keywords are performing best based on site goals ◦ AdWords MUST be linked to Analytics to get this information. ◦ Note: Graphs are customizable
  18. 18.  Top Content: ◦ Which pages are being viewed most often ◦ Note the URL names – this is done in the coding of the site to assure ease of measurement ◦ Can dig into these numbers for multiple reasons
  19. 19.  Site Search Engine: ◦ Check to see if you have keywords with high search numbers. ◦ Helps to make desired content more readily available to your audience.
  20. 20.  Goal Funnels: ◦ Set Conversion Goals within Analytics ◦ Track how many people you convert ◦ How many people abandoned the conversion and where along the process ◦ Can help make the process easier on users
  21. 21. Connect after the conference:Jenny@kinetic.com