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Measuring the Success of Online Marketing


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Slide deck from PAII Little Rock Innkeeping Conference, January 2012

Published in: Technology, Design
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Measuring the Success of Online Marketing

  1. 1. Measuring the Success of Online Marketing Scott Thomas –
  2. 2. Overview <ul><li>Basic Google Analytics features and what we can do with them
  3. 3. Examine sources of website visitors
  4. 4. Set up Goals
  5. 5. Set up E-Commerce tracking
  6. 6. Set up a simple B&B Directory segment
  7. 7. Analyze results </li></ul>
  8. 8. Basic Terminology <ul><li>Visits – number of sessions on your website - interactions
  9. 9. Pages/Visit – average pages per visit
  10. 10. Avg Time on Site – average length of time people stayed on your site
  11. 11. % New Visits – how many visits were from people visiting for the first time
  12. 12. Bounce Rate – percentage of visitors who left after viewing only one page </li></ul>
  13. 13. What can we do with these Basic Metrics? <ul><li>Look at trends over past few months
  14. 14. Compare this month to last month
  15. 15. Compare this month with the same month last year (especially for seasonal properties) </li></ul>
  16. 16. Overview Pie Chart <ul><li>Search Traffic </li><ul><li>Google, Bing, Yahoo, Ask, etc. (includes paid search ads) </li></ul><li>Referring Sites </li><ul><li>Other websites sending traffic to you (directories, local Chamber, etc.) </li></ul></ul>
  17. 17. Overview Pie Chart <ul><li>Direct Traffic </li><ul><li>Bookmarks, typed URL, other sources GA can't allocate </li></ul><li>Campaigns </li><ul><li>Paid, email, direct marketing, QR codes, etc. </li></ul></ul>
  18. 18. What do we do with these areas? <ul><li>Search </li><ul><li>See which search engines send traffic
  19. 19. Look at trends over time, vs. previous year, etc.
  20. 20. Look at paid vs. organic
  21. 21. What keywords/key phrases are sending visitors? </li></ul></ul>
  22. 22. Search – who sends traffic?
  23. 23. Search – trend over time
  24. 24. Search – paid vs organic
  25. 25. What do we do with these areas? <ul><li>Direct </li><ul><li>Many of these users know you well enough to bookmark you or type in your URL
  26. 26. See if you can determine what they are looking at (and why) </li></ul></ul>
  27. 27. Direct – landing pages You can also use the Pages -> Navigation Summary to see where these visitors spend their time
  28. 28. What do we do with these areas? <ul><li>Referrals </li><ul><li>How are paid directories and other paid listings doing </li><ul><li>Over time
  29. 29. Compared to previous year, month </li></ul><li>Are there any sources sending traffic that you don't recognize? Why are they sending traffic to you? </li></ul></ul>
  30. 30. Referrals – How are they doing? Compared to All Visits Also check Goals and Ecommerce
  31. 31. Referrals – How are they doing? Over time Don't forget Goals and Ecommerce reports
  32. 32. What do we do with these areas? <ul><li>Campaigns </li><ul><li>How do you set up a campaign? </li><ul><li> ?utm_source= campaign
  33. 33. Or /?utm_source= campaign </li></ul><li>Are your campaigns sending visitors?
  34. 34. How do they do over time? </li></ul></ul>
  35. 35. Using the information <ul><li>How do visitors use your site? </li><ul><li>Is your home page where most people enter the site?
  36. 36. What percentage enter on the home page?
  37. 37. What keywords are used to find your site? </li></ul><li>Check keywords vs. bounce rate </li><ul><li>Why are people finding you and leaving? </li></ul></ul>
  38. 38. Using the information <ul><li>What pages are bringing in bounces? </li><ul><li>Check landing pages vs. bounce rate
  39. 39. You don't control the entry point
  40. 40. Fix those that stink </li></ul></ul>
  41. 41. Entry points and keywords Content -> Site Content -> Landing Pages Sources -> Search -> Organic
  42. 42. Kewords and Bounce Rates To use a weighted search, sort by Bounce Rate by clicking that column, then select Weighted from the Sort Type pulldown.
  43. 43. Landing Pages and Bounces
  44. 44. Making Sense of the Data <ul><li>What is the objective of your website?
  45. 45. How can we use the data to see how we're doing? </li></ul>
  46. 46. Setting up Goals <ul><li>Help:
  47. 47. Specify goal URL (the Thank You page)
  48. 48. Funnel (optional): Include each page that is needed to complete the goal
  49. 49. Don't make the pages Required Steps (unless they really are)
  50. 50. Data collection usually takes 24 hours </li></ul>
  51. 51. Setting up Ecommerce <ul><li>Help:
  52. 52. Settings->Profiles->Profile Settings
  53. 53. Add code to shopping cart, receipt or Thank You pages </li><ul><li>Some online booking engines will do this for you, others require you to do it yourself. </li></ul></ul>
  54. 54. Create a B&B Directories Advanced Segment
  55. 55. Create a B&B Directories Advanced Segment <ul><li>Compare stats for the segment to All Traffic, or to similar segments (for example, B&B directories compared to review sites)
  56. 56. Notice things that are different from one member of the segment to the another
  57. 57. View Goals for segment members and compare
  58. 58. View Ecommerce and compare </li></ul>
  59. 59. Wrap-Up <ul><li>Compare results over previous month/year
  60. 60. Find landing pages with high bounce rates
  61. 61. Find keywords with high bounce rates
  62. 62. Create segments for marketing channels
  63. 63. Create goals and set up ecommerce </li></ul>
  64. 64. Thank you! Scott Thomas [email_address]