Google Analytics for Increased Website Conversion
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  • 1. Google Analytics & A/B Testing for Increased Website Conversion Andy Halko, CEO Insivia Marketing & Interactive Web Design www.insivia.com Marketing & Interactive Web Design
  • 2. Andy Halko Marketing & Interactive Web Design
    • CEO of Insivia, a Marketing & Technology Firm
    • Provide full-circle marketing solutions combined with effective software.
    • Regular speaker on e-marketing, conversion and search optimization topics.
    • Visit AskInsivia.com for Marketing & Tech Answers.
  • 3. Our Sales Process Marketing & Interactive Web Design How does your website fit into your sales process? How should it fit in? Marketing/Advertising/ Word-of-Mouth/SEO Interactive Website Sales Process
  • 4. Defining Conversion Marketing & Interactive Web Design Conversion Rate = Number of Visitors Who Reach Goal Total Number of Visitors X 100
    • Conversion Goals:
    • Not just for e-commerce!
    • Phone Call
    • Store Visit
    • Online Purchase
    • Newsletter Sign-Up
    • Registration
    • Ad Clicks
    • Contact Form
    • Resume Submit
    • Etc...
    In store sales influenced by online research totaled 471 billion in 2007 in addition to 136 billion for online sales.
  • 5. What affects conversion? Marketing & Interactive Web Design Decide Explore Evaluate Act Why do people click? Aesthetic Are the professional, established, expert, reliable? Usability How easy is it to get where they want to go? Persuasive Messaging What is your message, your voice? Information Are the getting the right info they need – at the right time? Clear Actions Is it clear what you want them to do?
  • 6. Google Analytics Marketing & Interactive Web Design
  • 7. Analyzing Analytics Marketing & Interactive Web Design Conversion Point 1: Decide As soon as a visitor reaches your site, they will instantly decide to stay or “bounce”. Studies show that visitors make a decisions within the first few seconds, often without having yet read any content or focusing on specific aspects.
    • Typical bounce factors are aesthetic and messaging .
    • keep it clean and not overwhelming
    • make it professional and trust-worthy
    • stay relevant to what the visitor will expect to find both in graphics and text
    Cheap Tip: Don't be afraid to ask people what they think about how your site looks. Look primarily at bounce rates. Go more in depth by looking at bounce rates for specific content or from specific sources.
  • 8. Analyzing Analytics Marketing & Interactive Web Design
  • 9. Analyzing Analytics Marketing & Interactive Web Design Conversion Point 2: Explore A visitor has decided to stay on your site! Now you must get them to make that first click. Typical explore factors are usability & navigation, persuasive messaging and action steps. Is it clear where they should go next or what action you want them to take. Don't be afraid to tell people what to do. Is the messaging persuasive, concise and to the point Is there text that would turn a visitor off from acting Is navigation easy to use and understand. Does the layout entice action? Look primarily at your overlay and navigation paths. Where are people clicking on those landing pages, where do they click on other pages, what are their browsing patterns.
  • 10. Analyzing Analytics Marketing & Interactive Web Design
  • 11. Analyzing Analytics Marketing & Interactive Web Design Conversion Point 3: Evaluate Your visitor has made that first click and hopefully more. Now they will evaluate what you have to say and what you are offering. Typical explore factors are usability & navigation, persuasive messaging and action steps. Is messaging persuasive, consumable and providing the information people want? Are you offering online tools or other resources? Do you provide graphics or media to simplify their experience? Is navigation easy to use? Look primarily at your exits and navigation paths. “ You can increase conversion on your site as much as 225% by providing sufficient product information to your customers at the right time.” Non-profits & Others, check out http://askinsivia.com/encourage-online-donates/
  • 12. Analyzing Analytics Marketing & Interactive Web Design
  • 13. Analyzing Analytics Marketing & Interactive Web Design Conversion Point 4: Act Now it is time for them to take that action – add to your cart, fill out your form or call. Everything leads up to this point. Typical explore factors are usability & navigation, persuasive messaging and action steps. Is the action clearly defined on the page Is there persuasive messaging associated Have all the visitors questions been answered Are forms easy and not overwhelming, does the process make sense – the action process! Look at your exits again and setup goals. Are people leaving a cart or contact page for some specific content? Tip: Make sure you have a crm and try a tracking phone number.
  • 14. Analyzing Analytics Marketing & Interactive Web Design Changed the donation process to encourage more.
  • 15. More About Goals Marketing & Interactive Web Design Setup Goals Create specific goals in Google Analytics to see even more information about how visitors convert on your site. Important factors in creating goals and good conversion. Make sure you have a thank you page – use that as the goal. Give visitors an action to take after they complete a goal. Don't ignore smaller actions as successful goals- such as a newsletter sign-up.
  • 16. Analytics Roundup Marketing & Interactive Web Design First, get it installed. If you don't have Google Analytics or a another package that provides really easy analysis, then do it today. Other products to try: CrazyEgg What makes it unique is that it offers a number of overlays that will track what areas are popular to “click on” in website pages. 103bees It is built around organic traffic (traffic from search engine or links from other websites). Clicky This service offers something that none of these others do (and I think it is one of the most valuable) - it will show the path each individual user took on your site. Have a Mint This last one is for all of those businesses who either cannot or do not want to share their web traffic data with a third-party service.
    • Things to look at:
    • Landing pages & bounce rates
    • Site overlay & where people click
    • Where do people exit?
    • Where do people go to during your action process?
    • Compare traffic sources to browsing patterns.
  • 17. What is A/B Testing? Marketing & Interactive Web Design
  • 18. Choosing what to test. Marketing & Interactive Web Design Create two versions of a single page. Choose a page that you want to really understand how you can effect conversion compared to your goals. Landing Pages Test landing pages to determine what look, layout and messaging will get people to move past the decision stage and further into your site. Product Pages Try more in depth pages that contain your specific calls to action such as a product page on an e-commerce site or even a service page that asks a visitor to contact. Conversion Processes Have a registration or cart page. Tweak the number of required fields or the instructions to determine what elicits more action.
  • 19. How should we test? Marketing & Interactive Web Design So we are creating two different page versions, what should change? Well, it depends what you are looking to evaluate. But try to determine a goal for the test. Is it a color scheme, the message, the layout, the position of actions or navigation? Promotional Text Use your promotional text to determine whether less or more text works better for your site, and whether one aspect of your product or service has a bigger impact on conversions. For example, if you were selling a phone, you might highlight the value of talking to your loved ones for hours versus the value of call waiting and battery life features. Actions Use your call to action to try different buttons, images, or encouraging text. You can play with small alterations to your wording, such as "Free sign-up" or "Quick Sign-up". Headlines Test different pitches and see how highlighting different benefits of your product or business affects your results. e.g., an insurance company could test two headlines: "We work with all the major insurance companies so you don't have to," and "You are 45 seconds away from saving $300 (on average)." Images Find out whether your users respond better to graphics or photos, personal or product-focused. Layout Would your actions be better at the top or the bottom of the page? Where should content be?
  • 20. Can I set it up? Marketing & Interactive Web Design Requires HTML Knowledge and Access to Your Code Setting it up may not be for everyone, but is not difficult for your web vendor to handle.
    • If you want to do it right, consider a professional. Why?
    • Need to choose wisely what to test.
    • Need to be able to design and create different versions of your page.
    • Need to be able to setup the text by installing the code.
    • Need to be able to properly evaluate the results and what trends will drive future tests.
  • 21. Looking at results. Marketing & Interactive Web Design
  • 22. Round Up Marketing & Interactive Web Design You can increase conversion. If you want more leads or sales, there are scientific ways to accomplish them. Once you have your conversion improved – it's time to get that traffic from search optimization and other marketing. Install analytics today.
  • 23. Questions. Marketing & Interactive Web Design Google Analytics & A/B Testing for Increased Website Conversion Andy Halko, CEO Insivia Marketing & Interactive Web Design www.insivia.com