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How to Measure Goals and Conversions for Organic Traffic
 

How to Measure Goals and Conversions for Organic Traffic

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Searching Marketing is extremely cost-effective for driving traffic to your website. However, in order to measure the success of your SEO campaign, you must be tracking the proper goals. In this ...

Searching Marketing is extremely cost-effective for driving traffic to your website. However, in order to measure the success of your SEO campaign, you must be tracking the proper goals. In this webinar, we will teach you how to track goals in Google Analytics to maximize your ROI.

In Webmarketing123’s Webinar, How to Measure Goals and Conversions for Organic Traffic, you’ll find out:

How to set up goal and event tracking in Google Analytics
How to view the path visitors take before completing a goal
Where customers exit your goal funnel or purchase process
Which non-branded keywords are responsible for the most qualified traffic
How to assign goal values and determine the most profitable traffic sources
How to quantify ROI for your SEO campaign

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    How to Measure Goals and Conversions for Organic Traffic How to Measure Goals and Conversions for Organic Traffic Presentation Transcript

    • SEO WEBINAR: Eyes on the Prize: How to Measure Goals and Conversions for Organic Traffic Thanks for joining us. We will begin at: 11:00 am PST 12:00 pm MTN 1:00 pm CST 2:00 pm ESTAudio: 805-309-0022Access Code: 216-786-998
    • Why SEO?• SEO extremely cost effective in the long-run• Analytics tools provide ways to measure ROI on SEO investment
    • Topics Covered1) Conversions Defined2) Conversion Metrics & Analysis3) Improving Conversion Rates4) Key Takeaways
    • Topics Covered1) Conversions Defined2) Conversion Metrics & Analysis3) Improving Conversion Rates4) Key Takeaways
    • How do you define conversion?A visitor performing a desired action on a page What are your sites goals?• Purchases• Lead Generation• Support / Contact• Registration• Site Engagement• Top Content
    • Conversion in Google Analytics Goal Tracking Event Tracking• Goal URL (i.e. Thank you page) • Measures clicks: interaction that• Minimum Time on Site VS does not register a pageview• Minimum Pages / Visit • PDF/File Download• Tracks advanced features: Reverse • Interaction with flash and video Goal Path and Conversion Funnel • Interaction with AJAX sites
    • Topics Covered1) Conversions Defined2) Conversion Metrics & Analysis3) Improving Conversion Rates4) Key Takeaways
    • Analyzing Conversion Metrics Goal Conversion Rate• What percentage of visitors completed your desired actions?• Create different goal sets for different objectives• Drill down by traffic source, keyword, etc.
    • Analyzing Conversion Metrics Reverse Goal Path• Identify the most popular paths leading to purchase or contact• Analyze popular pages for strengths and opportunities
    • Google Analytics Conversion Funnel Visualization• Analyze where visitors exit your goal path• Identify which pages people exit to• Understand funnel from user’s perspective: What works and what doesn’t?• Optimize weaker pages for conversion improvement
    • Google Analytics Quantifying your SEO Campaign1) Goal Values 2) E-Commerce Estimated Visitor Revenue Actual Revenue Data Quantify different visitor segments: • Traffic Sources • Keywords • Email Campaigns • Social Media Campaigns
    • Google AnalyticsQuantifying your SEO Campaign
    • Google Analytics Analyzing Goals for Actionable Insights• Which non-branded keywords perform best?• Which traffic sources have the highest conversion rate?• Make sure that important pages are optimized for conversions • Homepage • Top Viewed Pages • Landing Pages • Top Exited Pages
    • Topics Covered1) Conversions Defined2) Conversion Metrics & Analysis3) Improving Conversion Rates4) Key Takeaways
    • Improving Conversion Rate• Are your goals obvious? • Size and weight should represent relative importance • Does all real estate reinforce a website goal?• Consider Visitor’s Eye-Path • What will users notice and in what order?• Clear Call To Action • Clearly announce what you want users to do• Make Steps Clear • Clearly identify where user is and where they should go
    • Usability Testing Google Website Optimizer• Take the Guess Work Out of Conversion Optimization • What will convert at the highest rate? • Predicts with 95% confidence that winner will increase conversion rate• Types of Tests • A/B Split Testing • Multivariate Testing
    • What Should I Test? Which page elements make a difference?• Conversion Buttons • Location Sign Up Now! • Color • Call to Action Free Newsletter• Form Fields Click For Your • Is all information necessary? Free Download • Submit Button Call to Action Get a Free Trial• Headings • Does it provide value? Contact For a Free Consultation• Page Content • Does it support your goal?
    • Topics Covered1) Conversions Defined2) Conversion Metrics & Analysis3) Improving Conversion Rates4) Key Takeaways
    • Key Takeaways1) Organic search is an extremely cost-effective marketing medium, and can be quantified with conversion tracking in Analytics2) Goal tracking provides invaluable insight into user behavior and engagement on your site3) Analyzing goal tracking metrics in Google Analytics can lead to improvements in the conversion rate for key pages4) Usability best practices and testing should be incorporated to get the highest conversion rate
    • Contact UsContact us for a detailed FREE Custom SEO Analysis of yoursite.It includes: 1. COMPETITIVE REPORT - Where you rank against yourcompetition.2. KEYWORD ANALYSIS - To show you other keywords people areusing to search for your product/service.3. SEARCH ENGINE FRIENDLINESS REPORT- Crawlability of YourSite. Mark Powers (800) 619 1570 Mark.P@Webmarketing123.com