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Andy Crestodina
Orbit Media Studios
@crestodina
Forget Big Data
Source: McKinsey & Company
Marketing Aren’t Using Data Enough
50%of companies struggling to
measure the impact of digital
marketing on sales and profit
Source: McKinsey & Company
Marketing Aren’t Using Data Enough
63%of projects do not use marketing
analytics to inform decisions
Objective
HOW TO USE DATA TO MAKE
SMART MARKETING DECISION$
Big data is like teenage sex…
Everyone talks about it,
nobody really knows how to do it,
Everyone thinks everyone is doing it,
So everyone claims they are doing it right.
Dan Ariely
Author, Professor
(SR) CTR = V
V x CR = L
(L x CL)(P – Dc) = $
L = leads
P = price
CL = closing rate
Dc = delivery costs
$ = profit!
S = search volume
R = rank
CTR = click
through
V = visits
CR = conversion
Website ROI is complicated…
Traffic x Conversion Rate =
Leads
…so let’s make it simple
Forget Big Data: It's the small data that counts
9
1. TRAFFIC
The total number of visitors to the website
2. CONVERSION RATE
The percentage of visitors who take action
– Leads
– Customers
– Subscribers
– Donors
– Register for events
It comes down to two little numbers
The Funnel
$
The Funnel +
Marketing
12
Types of traffic…
Visitor Flow
14
Where there’s traffic, there’s hope!
TOP
OF THE FUNNEL
Forget Big Data: It's the small data that counts
Audience Overview Report
Healthy!
Risky…
Diversify Your Traffic Sources
Diversify Your Traffic Sources
20
Top Content Report
21
Find Your Traffic Champions
22
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
The spike …and the long tail
Which posts have the most
ranking potential?
Low Hanging SEO Fruit
24
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!
25
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page 2…
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase
How to find posts with traffic potential
If GE only knew…
Poor Job of Indicating Relevance…
• Once in the beginning of the Title <title>
• Once in the Header <H1>
• 4 – 6 times in the Body text
• In the link text of other pages linking to the
page
Link, Link! Nudge, Nudge!
Now, Indicate the Relevance (on-page SEO)
GE Search Opportunity
31
Finding Internal Linking Candidates
Finding Internal Linking Candidates
• Improve the quality with more detail and length
• Target a different (longer, less competitive)
phrase
• Create more content on related topics, link.
• Create content in another format…
Still not ranking?
34
Source: Periodic Table of Content
The Periodic Table of Content
MIDDLE
OF THE FUNNEL
Forget Big Data: It's the small data that counts
37
Campaign Report
Heat Maps
“From day one I knew that in the end, what
was most important was going to be email…”
Source: Capturing Emails and
Committing to Quality
Copyblogger (Feb, 2014)
- Michael Stelzner
Strength the Middle of the Funnel
Before…
After…
Conversion Optimization for Subscribers
41
1900% Increase in Subscribers
42
• Prominent
• Promise
• Proof
Why did it work?
• Tons of Form Fields
• Asking for Personal Info
• No Proof, No Promise
Worst Signup Form Ever…
Which are the most compelling
posts on your blog?
Find Your Conversion Champions
45
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers Per Blog Post
46
Pageviews per Blog Post
…also known as conversion rate!
Subscribers per Pageview Per Blog Post
48
Let’s watch that in slow mo…
• Put it into heavy rotation on the social networks
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write and pitch a guest post linking back to the
page
• Write a roundup of your best posts, put it at the
top
• Link to the post from other high traffic pages
Now drive some traffic to it…
Lewis Carroll
Alice in Wonderland
“If you don’t know where you are going,
any road will get you there.”
BOTTOM
OF THE FUNNEL
Forget Big Data: It's the small data that counts
53
Conversion Report
Why do visitors take action?
55
Testimonials & Social Proof
56
Never Make a Testimonials Page
When you say it, it’s marketing.
When they say it, it’s social proof.
Social Proof and Testimonials
58
Subsequent Conversions
Subsequent Conversions
Combine Your Champions
61
EXAMPLE: How to Market an Event
62
EXAMPLE: How to Market an Event
63
EXAMPLE: How to Market an Event
64
EXAMPLE: How to Market an Event
65
Where there’s traffic, there’s hope!
• Blogging Template
Shared Google Doc
• Andy Crestodina
@crestodina
orbitmedia.com/blog
A thank you gift… for you.
Andy Crestodina
orbitmedia.com/blog
Thank you!

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