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Wine & Web: Google Analytics & Website ROI

Wine & Web: Google Analytics & Website ROI



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

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 Wine & Web: Google Analytics & Website ROI Presentation Transcript

    • Wine & WebGoogle Analytics & Website ROIAndy Crestodina@crestodina #wineweb
    • 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!
    • Website ROI made simple… Traffic x Conversions = $
    • Traffic SourcesHow did they get here?
    • Traffic DiversityHealthy!Risky…
    • Traffic Diversity: Social, Email, Search
    • Social Traffic
    • Email Traffic (Campaigns)
    • Search Traffic
    • ContentWhat are they doing here?
    • Google Analytics: Visitor Flow
    • Google Analytics: Top Pages
    • Heat Maps: Crazy Egg
    • Conversions!This is the point, right?
    • Types of Conversions: Revenue1. Leads (lead generation)2. Customers (ecommerce)3. Donors (non-profit)
    • Types of Conversions: Engagement1. Subscriber (email marketing)2. Fan / Follower (social media)3. Member (community)4. Registrant (webinars, downloads)
    • Setting Up Goals
    • Setting Up Goals
    • Setting Up Goals
    • Funnel Visualization
    • Social Media Conversions
    • Ecommerce Conversions
    • Understanding Visitors Why do people visit? Why do they convert?
    • The Sales Funnel
    • Why Do / Don’t Visitors Convert?
    • Typical Problem: Long Forms
    • Wine & WebThank you!@orbiteers #wineweb