This document discusses optimizing websites for business performance through web analytics. It emphasizes that the first steps are deciding what metrics are important to the business goals and questions to ask. Important metrics could include sales, leads or actions that indirectly lead to money. The document then covers collecting data through analytics tools, analyzing the data by adding context and comparing segments and trends over time. Key questions for analysis are where visitors come from, what did they do on site, and how to respond. The goal of reporting is to understand visitors and find actions to optimize based on learnings. Overall it stresses the importance of measuring the right goals and optimizing websites based on data and questions.

1. @forceonlinemktg
Optimizing for
(Business) Performance
Monte Martin
Force Online Marketing
http://forceonlinemarketing.com/

2. There are crowds of
potential customers
offering constant
input on your site...
@forceonliemktg

3. By providing DATA!
@forceonliemktg

4. Don’t trust
the HPPO!
H.ighest
P.aid
P.ersons
O.pinion
@forceonliemktg

5. It’s hard to see your own work
objectively
Sometimes babies are ugly!

6. @forceonlinemktg
Avoid HPPO’s and Ugly babies…

7. @forceonlinemktg
WHAT IS ANALYTICS?
And why should you care?

8. @forceonlinemktg@forceonlinemktg
What is analytics?
Web analytics
the measurement, collection, analysis and
reporting of internet data - for purposes of
understanding and optimizing web usage
-Wikipedia

9. @forceonlinemktg@forceonlinemktg
What is Web Analytics?
Web analytics is the
• Measurement
• Collection
• Analysis
• Reporting
of internet data
- for purposes of understanding and optimizing web usage
Measure
Collect
Analyze
Report
Understand
Optimize
Build
Measure
Learn

10. @forceonlinemktg
DECIDING WHAT YOU
SHOULD MEASURE
The first step is…

11. @forceonlinemktg
Measure… What is IMPORTANT!

12. @forceonlinemktg
These metrics aren’t actionable
Digital tools only answer quantitative
questions...

13. Start by asking
questions
@forceonliemktg

14. Why does your
website exist?
@forceonlinemktg

15. What makes money?
Directly or Indirectly
@forceonlinemktg
• Sales
• Appointments
• Leads
• Phone Calls

16. What are the associated actions?
@forceonlinemktg
• Entrances
• Downloads
• Form Fills
• Phone Calls
• Scrolling

17. @forceonlinemktg
COLLECTING DATA
Ok, so how do I start…

18. @forceonlinemktg@forceonlinemktg
Split & A/B Testing
Usability Testing
Voice of Customer (Surveys, Forms, Live Chat)
Heatmaps
Collecting Data
Other Ways

19. @forceonlinemktg
The Right Way
User
Me@email.com
Account
“My Account”
UA-12345678-XX
Web Property
Examplesite.com
UA-XXXXXXXX-01
Raw Data Profile
Filtered Profile
Testing Profile
Web Property
Examplesite2.com
UA-XXXXXXXX-02
Raw Data Profile
Filtered Profile
Testing Profile

20. @forceonlinemktg
ANALYZING THE DATA
It’s more than just collecting…

21. @forceonlinemktg@forceonlinemktg
Analyzing the Data
3 C’s of Analysis
Context
Comparison
Contrast

22. @forceonlinemktg@forceonlinemktg
Analyzing the Data
Adding Context
Create segments of various user groups

23. Things look a little
different…

24. …when you add
context

25. @forceonlinemktg@forceonlinemktg
Analyzing the Data
Segment your traffic into various groups
1. Measure actions taken by specific groups
2. Identify patterns
3. Analyze behavior
4. Take action to improve for that segment

26. @forceonlinemktg@forceonlinemktg
Advanced Segments

27. @forceonlinemktg@forceonlinemktg
Analyzing the Data
Making Comparisons
What does this group have in common with others?

28. @forceonlinemktg@forceonlinemktg
Compare Progress over time

29. @forceonlinemktg@forceonlinemktg
Seeing contrasts
What does this group have that is unique?
Analyzing the Data

30. @forceonlinemktg@forceonlinemktg
Visitor Flow Report
@forceonlinemktg

31. @forceonlinemktg@forceonlinemktg
What should you report?
Remember - analytics is about action!
There are thousands of possible report
combinations in Analytics.
Find those that help you decide WHAT TO
DO NEXT to accomplish your goals.

32. @forceonlinemktg@forceonlinemktg
Understanding Your Visitors
Three Questions:
Where do visitors come from?
What did they do?
How are you going to respond?

33. Always ask Questions!!!
@forceonlinemktg

34. @forceonlinemktg@forceonlinemktg
Why are Pop’s sales so good?
Visits to “/your-pizza-is-on-its-way/” = 2,536
Visits = 5,000/mo
Conversion Rate = 51.92%

35. @forceonlinemktg
Visits = 5,000/mo
A Tale of Two Sites
Site 1 Site 2
Visits = 500,000/mo
Time on site = 0:36 Visits to
“/your-pizza-is-on-its-way/” = 2,536

36. @forceonlinemktg
GETTING OPTIMIZED
A Couple Tips for…

37. @forceonlinemktg
Build something you can
optimize easily

38. @forceonlinemktg
Small change Big Money
PLAN FOR FREQUENT CHANGES

39. @forceonlinemktg@forceonlinemktg
Use WordPress

40. @forceonlinemktg@forceonlinemktg
Start back at the beginning
Measure
Collect
Analyze
Report
Understand
Optimize
Build
Measure
Learn
Have you been measuring the right goals?
Collecting the right data?
Gaining understanding about users?
Analyzing the results?
Optimizing based on what you learn?
Reporting on progress?

41. @forceonlinemktg
Monte Martin
Force Online, Inc.
Monte@forceonlinemarketing.com
773 599-3672
If you have further questions…
Slides, links and other optimization resources are
online at:
http://bit.ly/optimizeforbusiness
http://forceonlinemarketing.com/