WordPress for Business:
Measuring Your Success
Mike Whaling, 30 Lines
@30lines // #wccbus
How do we help our customers
buy more stuff?
@30lines // #wccbus
For Today
• Content Marketing: Don’t overthink it
• SEO: WordPress is the tool for the job
• Email: From your website to t...
2 Ways:
Drive more traffic.
Convert more leads.
@30lines // #wccbus
via Moz
How do we
drive more traffic?
@30lines // #wccbus
Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccb...
via Moz
How does each piece of our
presence help tell our story
at each step in the funnel?
Create the online presence
you want
prospects to see.
@30lines // #wccbus
WordPress is the engine for your
content machine.
@30lines // #wccbus
What kinds of content?
• Blog posts
• FAQs
• Infographics
• Checklists
• How-to guides
• Lists
@30lines // #wccbus
• Case ...
What good is a great website
if no one ever sees it?
@30lines // #wccbus
Be easy to
discover.
@30lines // #wccbus
Be easy to
discover.
@30lines // #wccbus
SEO? Predicting the future
Be easy to
discover.
@30lines // #wccbus
What determines your rank?
@30lines // #wccbus
Get this plugin:
WordPress SEO by Yoast
@30lines // #wccbus
WordPress SEO
WordPress SEO
• “Pretty” permalinks
• Meta titles and description
• Good, descriptive links (Breadcrumbs)
• XML sitemap (S...
Be
visual.
@30lines // #wccbus
Street View Inside
@30lines // #wccbus
How do we
convert more leads?
@30lines // #wccbus
Be
mobile ready.
@30lines // #wccbus
Remove friction to help them
take the next step.
@30lines // #wccbus
@30lines // #wccbus
Create a “no-brainer” offer
@30lines // #wccbus
Build your list early
Build Landing Pages
• SeedProd
• LeadPages
• Rainmaker
• Optimizely
• Unbounce
@30lines // #wccbus
Provide
validation.
@30lines // #wccbus
Get this plugin:
Schema Creator
Make it
easy to follow.
@30lines // #wccbus
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Pippity
@30lines // #wccbus
Use this tool:
MailChimp
Make it
easy to share.
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Jetpack
Use this tool:
TurnSocial
How do we know
what’s working?
@30lines // #wccbus
Know what success
looks like.
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Gravity Forms
@30lines // #wccbus
Send autoresponders
@30lines // #wccbus
Use this tool:
Google Analytics
@30lines // #wccbus
What to measure
• How are people finding us?
• Sessions, Sources, Keywords, Landing Pages
• How are vi...
@30lines // #wccbus
Set Goals
Is our website working?
Is your website working?
@30lines // #wccbus
Potential Conversion Goals
• Contact form completed
• Visited 3 or more pages
• Signed up for e-newsle...
@30lines // #wccbus
Measure sales/leads
Leads generated: 63 
!
Average value of each customer: $17,640 (over 18 mos)
Closing ratio from website: 10%
Each lead is ...
@30lines // #wccbus
Track your campaigns
Set annotations to track offline campaigns
@30lines // #wccbus
Set alerts
How are we doing?
@30lines // #wccbus
Use this tool:
Google URL Builder
@30lines // #wccbus
Track your campaigns
Know what’s workingTrack campaigns, know what’s working
@30lines // #wccbus
Use this tool:
Bitly
URL Shortener + Tracking
bit.ly
URL Shortener + Tracking
@30lines // #wccbus
Use this tool:
Bitly
URL Shortener + Tracking
bit.ly
Add + to see stats
Try it: bit.ly/wccbus14+
Understand your social reach
@30lines // #wccbus
Use this tool:
Facebook Insights
Understand your social reach
@30lines // #wccbus
Who’s pinning our content?
pinterest.com/source/mywebsite.com
@30lines // #wccbus
Dig deeper
• Call tracking
• Audience segmenting/targeting
• Remarketing
• Split (A/B) testing [“Exper...
How do we use the data to
get better?
@30lines // #wccbus
via Moz
Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccb...
WordPress Plugins
• SEO: WordPress SEO by Yoast
• Contact Forms: Gravity Forms
• Subscription Popups: Pippity, OptinMonste...
Other Tools
• GREAT VISUALS (Google Business Photos)
• Email service provider (ESP: MailChimp)
• Google Analytics
• Google...
More tools and resources:
@30lines
#wccbus
Let’s talk.
@30lines // #wccbus
Mike Whaling, 30 Lines

30lines.com



614.859.5030
@30lines // #wccbus
WordPress for Business: Measuring the Success of Your Website
WordPress for Business: Measuring the Success of Your Website
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WordPress for Business: Measuring the Success of Your Website

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Whether you run a small consulting firm or an online store, WordPress is a great platform for your business web site.

But just like any other business investment, you need to make sure you’re getting as much as possible out of your site. This deck covers ways to measure the success of your website, including: How to set up your WordPress site to give yourself the best chance to reach your target customer, WordPress plugins to promote your site, capture leads and convert more sales, tips and tricks for Google Analytics to measure the performance of your site and your other marketing efforts and other useful tools to help you understand how to improve your site and your business.

Originally presented by Mike Whaling at WordCamp Columbus, August 2014.

Published in: Data & Analytics
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WordPress for Business: Measuring the Success of Your Website

  1. 1. WordPress for Business: Measuring Your Success Mike Whaling, 30 Lines @30lines // #wccbus
  2. 2. How do we help our customers buy more stuff? @30lines // #wccbus
  3. 3. For Today • Content Marketing: Don’t overthink it • SEO: WordPress is the tool for the job • Email: From your website to their inbox • Landing Pages: Keep it simple • Social Media: Keep social users on your site @30lines // #wccbus
  4. 4. 2 Ways: Drive more traffic. Convert more leads. @30lines // #wccbus
  5. 5. via Moz
  6. 6. How do we drive more traffic? @30lines // #wccbus
  7. 7. Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
  8. 8. via Moz How does each piece of our presence help tell our story at each step in the funnel?
  9. 9. Create the online presence you want prospects to see. @30lines // #wccbus
  10. 10. WordPress is the engine for your content machine. @30lines // #wccbus
  11. 11. What kinds of content? • Blog posts • FAQs • Infographics • Checklists • How-to guides • Lists @30lines // #wccbus • Case studies • Testimonials • Behind the scenes • Tutorials • Videos • Podcasts
  12. 12. What good is a great website if no one ever sees it? @30lines // #wccbus
  13. 13. Be easy to discover. @30lines // #wccbus
  14. 14. Be easy to discover. @30lines // #wccbus SEO? Predicting the future
  15. 15. Be easy to discover. @30lines // #wccbus What determines your rank?
  16. 16. @30lines // #wccbus Get this plugin: WordPress SEO by Yoast
  17. 17. @30lines // #wccbus WordPress SEO
  18. 18. WordPress SEO • “Pretty” permalinks • Meta titles and description • Good, descriptive links (Breadcrumbs) • XML sitemap (Submit this to GWT, BWT) • Social shareability (Facebook, Twitter, G+) • Site speed! (Especially on mobile) @30lines // #wccbus
  19. 19. Be visual. @30lines // #wccbus
  20. 20. Street View Inside @30lines // #wccbus
  21. 21. How do we convert more leads? @30lines // #wccbus
  22. 22. Be mobile ready. @30lines // #wccbus
  23. 23. Remove friction to help them take the next step. @30lines // #wccbus
  24. 24. @30lines // #wccbus Create a “no-brainer” offer
  25. 25. @30lines // #wccbus Build your list early
  26. 26. Build Landing Pages • SeedProd • LeadPages • Rainmaker • Optimizely • Unbounce @30lines // #wccbus
  27. 27. Provide validation. @30lines // #wccbus
  28. 28. Get this plugin: Schema Creator
  29. 29. Make it easy to follow. @30lines // #wccbus
  30. 30. @30lines // #wccbus
  31. 31. @30lines // #wccbus Get this plugin: Pippity
  32. 32. @30lines // #wccbus Use this tool: MailChimp
  33. 33. Make it easy to share. @30lines // #wccbus
  34. 34. @30lines // #wccbus Get this plugin: Jetpack
  35. 35. Use this tool: TurnSocial
  36. 36. How do we know what’s working? @30lines // #wccbus
  37. 37. Know what success looks like. @30lines // #wccbus
  38. 38. @30lines // #wccbus Get this plugin: Gravity Forms
  39. 39. @30lines // #wccbus Send autoresponders
  40. 40. @30lines // #wccbus Use this tool: Google Analytics
  41. 41. @30lines // #wccbus What to measure • How are people finding us? • Sessions, Sources, Keywords, Landing Pages • How are visitors using our site? • Users, Devices, User Flow, Site Content • Are visitors taking the desired actions? • Behavior Flow, Bounce Rate, Events, Goals • What marketing sources are working best? • Sources, Campaigns, Conversion Goals
  42. 42. @30lines // #wccbus Set Goals Is our website working? Is your website working?
  43. 43. @30lines // #wccbus Potential Conversion Goals • Contact form completed • Visited 3 or more pages • Signed up for e-newsletter • Spent 5 minutes on site • Watched video tutorial • Shared white paper
  44. 44. @30lines // #wccbus Measure sales/leads
  45. 45. Leads generated: 63  ! Average value of each customer: $17,640 (over 18 mos) Closing ratio from website: 10% Each lead is worth: $1,764 ! Total traffic to site: 1,870 unique visitors Each unique visit is worth: $60.40 ! Top converting referral sources: 1. Google Organic (25) 2. Direct Traffic (21) 3. Parent Company Site (7) 4. Craigslist (4) 5. Bing (3) 6. Apartments.com (1)  @30lines // #wccbus
  46. 46. @30lines // #wccbus Track your campaigns Set annotations to track offline campaigns
  47. 47. @30lines // #wccbus Set alerts How are we doing?
  48. 48. @30lines // #wccbus Use this tool: Google URL Builder
  49. 49. @30lines // #wccbus Track your campaigns Know what’s workingTrack campaigns, know what’s working
  50. 50. @30lines // #wccbus Use this tool: Bitly URL Shortener + Tracking bit.ly URL Shortener + Tracking
  51. 51. @30lines // #wccbus Use this tool: Bitly URL Shortener + Tracking bit.ly Add + to see stats Try it: bit.ly/wccbus14+
  52. 52. Understand your social reach @30lines // #wccbus Use this tool: Facebook Insights Understand your social reach
  53. 53. @30lines // #wccbus Who’s pinning our content? pinterest.com/source/mywebsite.com
  54. 54. @30lines // #wccbus Dig deeper • Call tracking • Audience segmenting/targeting • Remarketing • Split (A/B) testing [“Experiments”] • Lifecycle marketing
  55. 55. How do we use the data to get better? @30lines // #wccbus
  56. 56. via Moz
  57. 57. Build Your Online Presence Website & Blog Social / PR Email Advertising Local Listings Rich MediaReviews @30lines // #wccbus
  58. 58. WordPress Plugins • SEO: WordPress SEO by Yoast • Contact Forms: Gravity Forms • Subscription Popups: Pippity, OptinMonster • Landing Pages: SeedProd, LeadPages • Social: TurnSocial, JetPack • Ecommerce: Shopp, WooCommerce • Branding: YOURLs Link Creator @30lines // #wccbus
  59. 59. Other Tools • GREAT VISUALS (Google Business Photos) • Email service provider (ESP: MailChimp) • Google Analytics • Google Webmaster Tools • Bitly • Freshbooks • Stripe @30lines // #wccbus
  60. 60. More tools and resources: @30lines #wccbus
  61. 61. Let’s talk. @30lines // #wccbus
  62. 62. Mike Whaling, 30 Lines
 30lines.com
 
 614.859.5030 @30lines // #wccbus

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