Wine & Web: Google Analytics & Website ROI

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If you don't know what's working, you can't keep improving.

Measuring results is a big part of the fun in web marketing. I've often said that web marketing is a sport and Google Analytics is the scoreboard. In this month's Wine and Web, we'll dig into Analytics to see how our sites are performing. This is how return-on-investment (ROI) is measured.

Measuring traffic from various sources...

Direct Traffic
Search Engine Traffic
Email Marketing Traffic
Social Media Traffic

...and we'll see what visitors from these sources are doing.

Visitor Flow: What pages are they visiting?
Engagement: How long are they staying? How many pages are they seeing?
Conversion Rate: How many are "converting" from visitors into leads or customers?


This presentation (and discussion) was originally given on 6/19/2012. It was an overview of Google Analytics with a focus on ROI. It's relevant to anyone with a marketing website and Google Analytics installed. It's especially useful to website owners who are active in web marketing or anyone who is looking to improve results!


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Wine & Web: Google Analytics & Website ROI

  1. 1. Wine & WebGoogle Analytics & Website ROIAndy Crestodina@crestodina #wineweb
  2. 2. Website ROI (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ S = search volume L = leads R = rank P = price CTR = click through CL = closing rate V = visits Dc = delivery costs CR = conversion $ = profit!
  3. 3. Website ROI made simple… Traffic x Conversions = $
  4. 4. Traffic SourcesHow did they get here?
  5. 5. Traffic DiversityHealthy!Risky…
  6. 6. Traffic Diversity: Social, Email, Search
  7. 7. Social Traffic
  8. 8. Email Traffic (Campaigns)
  9. 9. Search Traffic
  10. 10. ContentWhat are they doing here?
  11. 11. Google Analytics: Visitor Flow
  12. 12. Google Analytics: Top Pages
  13. 13. Heat Maps: Crazy Egg
  14. 14. Conversions!This is the point, right?
  15. 15. Types of Conversions: Revenue1. Leads (lead generation)2. Customers (ecommerce)3. Donors (non-profit)
  16. 16. Types of Conversions: Engagement1. Subscriber (email marketing)2. Fan / Follower (social media)3. Member (community)4. Registrant (webinars, downloads)
  17. 17. Setting Up Goals
  18. 18. Setting Up Goals
  19. 19. Setting Up Goals
  20. 20. Funnel Visualization
  21. 21. Social Media Conversions
  22. 22. Ecommerce Conversions
  23. 23. Understanding Visitors Why do people visit? Why do they convert?
  24. 24. The Sales Funnel
  25. 25. Why Do / Don’t Visitors Convert?
  26. 26. Typical Problem: Long Forms
  27. 27. Wine & WebThank you!@orbiteers #wineweb

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