What Metrics Really Matter? - PRSA Sunshine District Conference 2012

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In the real world, marketing happens online and offline. What metrics matter most when you're reviewing your site analytics? What is Google Analytics really telling me? How do I track offline data? Join Caitlin Kaluza, Marketing Manager at Schipul - The Web Marketing Company to learn how to assess your site analyics for actionable steps, along with tips and tools for learning the most from your data - online and offline.

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  • Show of hands – how many you or your team does the bulk of the website updates, using Google Analytics?, log in and look at it
  • Overview of Google Analytics, definitions, benchmarks
  • Ask sales for their feedback on what parts of the site people are excited about, where people say they heard about us, ideas for new content, etc.
  • What Metrics Really Matter? - PRSA Sunshine District Conference 2012

    1. 1. Web Metrics in the Real World Are You Counting What Really Matters? Caitlin Kaluza Marketing/ Communications Manager Schipul – The Web Marketing Company @qcait caitlin@schipul.com
    2. 2. About Caitlin@qcait // #sunshine2012
    3. 3. What We’ll Go Over1. Making Sense of Online Data2. Defining Goals & Conversions3. Rank Isn’t Everything4. Tips for Tracking Offline Data@qcait // #sunshine2012
    4. 4. The “Easy” Scenario1. Bid on keyword “pay my TXU bill”2. Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”3. Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.204. You get $1.50 for every conversion - need to convert >13% to make a profit@qcait // #sunshine2012
    5. 5. The Real World• Event Leads• Newsletter Signups• Contact Forms• Traffic from your Facebook Fan Page? Twitter? YouTube? Google+?• Phone Calls• Long Sales Process@qcait // #sunshine2012
    6. 6. Making Sense of Online Data@qcait // #sunshine2012
    7. 7. Definitions • Visits Number of instances of a visit • Pageviews Total views of all pages across the site • Bounce Rate People who landed on one page & left without clicking anywhere else (we like to see <50%) • New Visits Based on a cookie in your browser (not computer)
    8. 8. Top 5 Metrics1. Traffic Trends2. Sources3. Keywords4. Content5. Conversion Path@qcait // #sunshine2012
    9. 9. VisitTrends• Compare month over month AND year over year• Be aware of seasonal trends – your traffic should mirror trends in your business• Pages/Visit, Time on Site Measure Engagement@qcait // #sunshine2012
    10. 10. Traffic Sources• Visits from Search• Keywords – especially non- branded• Traffic from Social Media, YouTube, p artners, media, et c.@qcait // #sunshine2012
    11. 11. Content• Look for what changed• Measure new content• Audience > Visitors Flow@qcait // #sunshine2012
    12. 12. Geography• Are you hitting the geography you expect?• Where are the opportunities?@qcait // #sunshine2012
    13. 13. Mobile• Mobile is 5-10% for average Schipul client• “Operating System” shows iPhone vs. Android• Audience > Mobile > Devices@qcait // #sunshine2012
    14. 14. Defining Goals & Conversions@qcait // #sunshine2012 Photo credit: flickr.com/photos/seeminglee/4041872282
    15. 15. What is the Goal?• What is the goal of your website?• What is a Conversion? – Fill out contact form – Donate/Volunteer – Call – View a key page – contact, driving directions, menu – Tip: Ask your Sales Guys@qcait // #sunshine2012
    16. 16. 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@qcait // #sunshine2012
    17. 17. GoalSet UpAdmin > Goals@qcait // #sunshine2012
    18. 18. Funnel Reporting@qcait // #sunshine2012
    19. 19. Goal Tab@qcait // #sunshine2012
    20. 20. Social Media ConversionsTraffic Sources > Social > Conversions@qcait // #sunshine2012
    21. 21. Test, Test, Test• “There is no such thing as a marketing argument, only a marketing test”• Try to test one thing at a time• Test for 1 month if possible@qcait // #sunshine2012
    22. 22. Set Up Campaigns@qcait // #sunshine2012 Photo credit: flickr.com/photos/idogcow/391609724
    23. 23. 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@qcait // #sunshine2012
    24. 24. Example Scenario• Which Donate Link is Better?• Set up each as a separate campaign@qcait // #sunshine2012
    25. 25. Results• In Analytics: Traffic Sources > Campaigns• Red Button gets 4x visits @qcait // #sunshine2012
    26. 26. Set Up CampaignsURL will look like: http://houstonzoo.org/support/?utm_source= houstonzoo&utm_medium=template_top_ba nner&utm_campaign=Tiger_Donate_Link@qcait // #sunshine2012
    27. 27. Google URL Builder• Start with URL• Define Source, Medium, Name• Term & Content are optional• Generate URL@qcait // #sunshine2012
    28. 28. Be Consistent!• Example Sources: • Example Name: – google – oct2011newsletter – newsletter – Annualconference2011 – event – Tip: Include Year• Example Medium: – cpc – banner – email – link@qcait // #sunshine2012
    29. 29. Tracking Offline Interaction@qcait // #sunshine2012 Photo credit: flickr.com/photos/billybrown00/4982722491
    30. 30. Tips for Tracking OfflineInvolve Sales in the SEO process! – Have them ask prospects – Add optional field to contact forms – Document in CRM or Google Doc@qcait // #sunshine2012
    31. 31. Call Tracking Software• Be wary of posting separate number – Google uses to verify Google Places/Google+ Local• Adwords Call tracking tool@qcait // #sunshine2012
    32. 32. Calculating Your Conversion Rate• Example – 50% of contact forms lead to a phone call – 40% phone calls lead to a meeting – 75% meetings lead to a proposal – 50% proposals close – 7% contact form lead to close• How much do you need to Increase Traffic to move the needle?@qcait // #sunshine2012
    33. 33. Rank Isn’t Everything@qcait // #sunshine2012 Photo credit: flickr.com/photos/mobikefed/2855762756
    34. 34. Funnel of Search Engine MarketingImpressions from Click through to Site Contact The SaleSearch Keywords • Site must be User Friendly • Email/ Call to Sales team • For Nonprofits, may be:• Content must be Search for visitors to take action • Content must be • Membership Engine friendly to rank • Is it clear what you do? convincing for visitor to Registration well • Is there a clear call to take this step • Donation• Make sure keywords you action? • Volunteer Application focus on target the right • Are people engaged audience with your content? • Can visitors navigate through easily?@qcait // #sunshine2012
    35. 35. Keyword Impressions ReportTraffic Sources > Search Engine Optimization > Queries @qcait // #sunshine2012
    36. 36. Google Webmaster ToolsGoogle.com/webmasters/tools @qcait // #sunshine2012
    37. 37. Thanks! Questions?Caitlin Kaluza @qcaitMarketing/Communications Manager at Schipul – The Web Marketing CompanyTheSEMBlog.com@qcait // #sunshine2012 // slideshare.net/qcait

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