Analytics Demystified Seminar Presentation

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Analytics is a top priority for organizations, but one that is often ignored or misinterpreted. Knowing what tactics are working, how people are using your site, tracking goals and more is imperative.

On June 26th, Insivia cover how to look at and interpret your analyics data to pull out smart insights that can change your business. Check out our other upcoming seminars at http://www.insivia.com/seminar/.

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Analytics Demystified Seminar Presentation

  1. 1. Andy  Halko   @andyhalko   Insivia   @insivia   WEB ANALYTICS DEMYSITFIED
  2. 2. BE THERE OR BE SQUARE July 31st Quality Over Quantity: Why Content Marketing Can’t Suck August 28th Website Conversion: Stop Turing Customers Away Full schedule at www.insivia.com/seminar
  3. 3. THINK SMART. ACT BOLD.
  4. 4. THE SCIENCE OF MARKETING
  5. 5. OPTIMIZING e THE FUNNEL w CAN HAVE ` HUGE ` IMPACT `
  6. 6. THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
  7. 7. YOUR WEBSITE THE JUICE MEAT OF YOUR FUNNEL •  KEEP  PEOPLE  ON  THE  SITE   •  MAKE  IT  EASY  TO  FIND  WHAT  THEY  WANT  FAST   •  MAKE  IT  COMPREHENSIBLE   •  DRIVE  ACTION  
  8. 8. GOOGLE ANALYTICS
  9. 9. BOUNCE RATE HERE 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
  10. 10. INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THAN OVERALL SITE BOUNCE RATE WORRY  IF  OVER  50%   KEEP  IMPROVING  AT  50%   AIM  FOR  25%    
  11. 11. REDUCING BOUNCE RATE SITE EXPERIENCE Overall Design Load Time Distractions PRIMARY MESSAGE Message does not match campaign or source. ACTIONS Hidden Navigation No Primary Action Confusing Navigation
  12. 12. SOURCES WHERE PEOPLE COME FROM AND HOW TO GET MORE FROM THEM
  13. 13. SEGMENT & INTERPRET
  14. 14. OPTIMIZE LINKS
  15. 15. CONVERSION ACTION POINTS Call Contact Form Complete Order NURTURE POINTS Newsletter Sign-Up Demo Social Connection Always setup Goals in Analytics & connect third-party software.
  16. 16. 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 with Les Miserables length. Less steps. Value. Value. Value OH,  AND…   GREAT  DESIGN  &   SMART  MESSAGING   ALONE  CAN  MAKE  A     MAJOR  IMPACT  ON   VALIDATION  FOR   PROSPECTS      
  17. 17. WORTH A MENTION WITH GREAT ANALYTICS COMES GREAT RESPONSIBILITY. See Real-Time Data. Visitor Flow Diagrams. Speed, Device, Location, Gender, Age. Setup Events & Experiments. And More.
  18. 18. INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA. SEE LONG-TERM. COMBINE DISCOVERIES. ALWAYS BE TESTING…
  19. 19. A/B TESTING TEST WHAT WORKS.
  20. 20. STOP GUESSING
  21. 21. 36% INCREASE. WHO WANTS THAT?
  22. 22. CLICK TRACKING Feel the heat.
  23. 23. SCROLL TRACKING You don’t have to guess if long pages work.
  24. 24. GET THE MOST OUT OF E-MAIL MARKETING
  25. 25. E-MAIL OPEN RATE E-MAILS OPENED E-MAILS SENT minus BOUNCED E-MAILS =
  26. 26. SUBJECT LINE Work on engaging & personalized subject lines & test them. Tell, don’t sell. SENDER Build your email reputation by not spamming & sending irrelevant content. HISTORY Have you provided value in the past – have they been burnt by wasteful emails. WHAT IMPACTS OPEN RATE
  27. 27. Limit the Actions Use Images Stay Relevant, Engaging + Valuable Segment & Target Information Test & Measure CLICK-THROUGH RATES AVERAGE IS 1% – 4%  
  28. 28. RESPONSIVE MOBILE E-MAIL If people can’t read read it, they won’t click it
  29. 29. CONVERTING E-MAIL LANDING PAGES FREQUENCY SEGMENTATION SIMPLE ACTIONS DESIGN + LAYOUT TESTING   Web  analyPcs  should  be  Ped  into  and     closely  looked  at  for    e-­‐mail  campaigns.  
  30. 30. YES, YOU CAN TRACK SOCIAL MEDIA REACH  +   ENGAGEMENT  
  31. 31. SOCIAL REACH How many connections do you (and your employees) have?
  32. 32. WHAT TO TRACK AND TOOLS TO DO IT TWITTER FOLLOWERS CIRCLES IN GOOGLE+ FACEBOOK FANS FACEBOOK LIKES LINKEDIN CONNECTIONS LINKEDIN FOLLOWS LINKEDIN COMPANY FOLLOWS INSTAGRAM FOLLOWERS PINTEREST FOLLOWERS YOUTUBE SUBSCRIBERS THOUSANDS OF SOCIAL PLATFORMS AND FORUMS ARE OUT THERE. KLOUT Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. TWENTYFEET Keeps track of reach, but charges. EXCEL? Yeah, not auto, but works.
  33. 33. PROMOTE EVERYWHERE CREATE REAL VALUE ADD SHARING BUTTONS THEY LIKE ME. THEY REALLY, REALLY LIKE ME INTERACT WITH FOLLOWERS BUILD RELATIONSHIPS OFFER INCENTIVES TO CONNECT
  34. 34. ENGAGE  
  35. 35. SOCIAL MENTION Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. MOZ ANALYTICS Social Analytics Platform MARKETING CLOUD By Salesforce BRAND MENTIONS RETWEETS COMMENTS SHARES SENTIMENT CONVERSATIONS FAVORTIES SHARES BE POPULAR IT’S COOL
  36. 36. GET OFF THE SIDELINES AND GET IN THE GAME TALK TO INDIVIDUALS SHARE OTHERS POSTS POST REGULARLY CREATE VALUE (YES, AGAIN) HELP OTHERS CONNECT WITH RELEVANT PEOPLE
  37. 37. MEASURING THE ROI OF SOCIAL MEDIA USE ANALYTICS To track goals + conversions for each social media channel. PLACE VALUE TO CONNECTIONS Like real estate, having connections does have value. CONNECT DATA Use software and tactics to connect customers, prospects and lists to social followers. FOCUS ON QUALITY 10,000 followers is not equal to 1,000 targeted followers CHOOSE YOUR NETWORKS WISELY Pick a few of the best ones, not volume channels. SET GOALS Know where you stand now and what you want to see happen.
  38. 38. WHERE DO WE RANK? SEARCH OPTIMIZATION
  39. 39. WEBMASTER TOOLS KEY PHRASES LINKS TO YOUR SITE SITE SPEED CRAWL ERRORS SITEMAPS SEARCH APPEARANCE
  40. 40. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy  Halko   @andyhalko   Insivia   @insivia   Oh yeah, ask us about our traffic and conversion audits.

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