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In this presentation, Trevor Jones discusses how Google Analytics can be used to increase inbound lead generation. He discusses the importance of SMART goals and explained the concept of the website funnel. Using these components as a framework, he discussed how analytics can help:
1.) Drive traffic by gaining a better understanding of your audience and the content that is meaningful to them through social referrals.
2.) Increase click through on promotional offers by testing various offers and call-to-action designs using Google Analytics Content Experiments.
3.) Increase conversions by A-B testing landing page designs and the conversion path using Google Analytics Content Experiments.
The presentation includes a step-by-step explanation of how to create a Google Analytics Content Experiment with screen shots,
Presented at Social Media Breakfast Central Maine on November 12, 2013