Metrics in the Real World | Online and Offline Analytics Tracking

Metrics in the Real World
Are You Counting What Really Matters?
Caitlin Kaluza
Search Engine Marketing Manager at Schipul
@qcait
caitlin@schipul.com
#schipulcon

What We’ll Go Over
Making Sense of Online Data
Rank Isn’t Everything
Defining Goals & Conversions
Tracking Offline Data
@qcait // #schipulcon

A Perfect Scenario
Bid on keyword “pay my TXU bill”
Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”
Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20
You get $1.50 for every conversion - need to convert >13% to make a profit

Real World
Public Speaking Leads
Contact Forms
Newsletter Signups
Traffic from your Facebook Fan Page? Twitter? YouTube?
Phone Calls
Long Lead Time

Making Sense of Online Data

Definitions
Visits # of instances of a visit
Pageviews Total views of all pages
Bounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%)
New Visits Based on a cookie in your browser (not computer)

Visit Trends
Compare month over month AND year over year if possible
Be aware of seasonal trends – think about the trends in your business
Pages/Visit, Time on Site Measure Engagement

Traffic Sources
Visits from Search
Keywords – especially non-branded
Traffic from Social Media, YouTube, partners, media, etc.

Geography
Are you hitting the geography you expect?
Where are the opportunities?

Mobile
Mobile is 5-7% for average Schipul client
iPhone vs. Android

Defining Goals & Conversions
Photo credit: flickr.com/photos/seeminglee/4041872282

What is the Goal?
What is the goal of your website?
What is a Conversion?
Fill out contact form
Engagement
Call
View a key page – contact, driving directions, menu
Tip: Ask your Sales Guys

Goal Set Up
Goals are located in Settings
Allowed 4 sets of 5
Three types:
URL Destination (i.e. form confirmation page)
Time on Site
Pages/Visit
Adds a tab to all reports

Goal Set Up

Funnel Reporting

Goal Tab

Incremental Conversions?
Filter by source, i.e.
Paid Search
Non-branded keywords
Sites: Twitter, Facebook
Test, Test, Test
Try to test one thing at a time
Test for at least 1 month

Online Advertising
Google
500 Pound Gorilla
80% Market Share
Quality Score x Bid = Placement
Bing
10% Market Share
Feeds Paid Ads to Yahoo
Less expensive, Interface not as good
Facebook
More like a banner ad
People don’t go to FB to click away
Average CTR %0.10
Good for Social or Personal

Online Advertising Tips
80% people click Organic Search
Good for new products, competitive markets
SEO + PPC = More Clicks
Be Straight Forward
Use every tool
Target – Location, Market, etc.

Set Up Campaigns
Photo credit: flickr.com/photos/idogcow/391609724

Set Up Campaigns
You can essentially set up anything as a Campaign using Google URL Builder
Add tracking code to any URL to notify Google Analytics what campaign it came from
Allows for
A/B testing
Tracking data within one source
Newsletter Tracking

Example Scenario
Which Donate Link is Better?
Set up each as a separate campaign

Results
In Analytics:Traffic Sources > Campaigns
Red Button gets 4x visits

Set Up Campaigns
URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link

Google URL Builder
Start with URL
Define Source, Medium, Name
Term & Content are optional
Generate URL

Be Consistent!
Example Sources:
google
newsletter
event
Example Medium:
cpc
banner
email
link
Example Name:
oct2011newsletter
Annualconference2011
Tip: Include Year

Rank Isn’t Everything
Photo credit: flickr.com/photos/mobikefed/2855762756

Funnel of Search Engine Marketing

New GA Report: Keyword Impressions

Tracking Offline Interaction
Photo credit: flickr.com/photos/billybrown00/4982722491

Call Tracking Software
Be wary of posting separate number – Google Places use Citations to rank
Adwords Call tracking tool

Tips for Tracking Offline
Train Sales/ Call Staff
Ask prospects how they heard about you, ask what keyword they typed in if applicable
Document in CRM or Google Doc
Involve Sales in the SEO process – ask for recommendations on keywords, content, flow of site

Figure Out Cost/Conversion
Example:
75% contact forms lead to a phone call
50% phone calls lead to a meeting
33% meetings lead to a proposal
50% proposals close
6% contact form lead to close
Profit x 6% = Cost/Contact Form

Thanks! Questions?
Caitlin Kaluza @qcait
Search Engine Marketing Manager at Schipul
TheSEMBlog.com
@qcait // #schipulcon // http://bit.ly/schipslides

Metrics in the Real World | Online and Offline Analytics Tracking

by Caitlin Kaluza

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Metrics in the Real World | Online and Offline Analytics Tracking Presentation Transcript