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Web Analytics & Conversion Rate Optimization

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Don't just regurgitate data from your web analytics tool. Develop real insights, test your way to better conversion rates, and grow your business by focusing on the metrics that matter.

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Web Analytics & Conversion Rate Optimization

  1. 1. Welcome to Workshop Digital! @WorkshopMktg @AndrewCMiller network: WorkshopGuest password: longanddifficult
  2. 2. Google Analytics
  3. 3. Grab The Slides Here bit.ly/amaworkshopdigital @AndrewCMiller @WorkshopMktg
  4. 4. Avinash Kaushik of web analytics success lies in the people you have behind the tools.90% “ “
  5. 5. Our Journey • Web Analytics Overview • Google Analytics Capabilities • A/B Testing & Conversion Rate Optimization • Phone Call Tracking • Optimizing For Better Results
  6. 6. What is (are) Web Analytics? A system of measuring interactions on a website.
  7. 7. Who visits your site?
  8. 8. How did they get there? Where did they go next?
  9. 9. When are they active?
  10. 10. How do they experience your site?
  11. 11. Google Analytics Overview
  12. 12. The Interface
  13. 13. Built In Key Metrics Site Usage Traffic Sources Content Usage Sessions (Visits) Users (Visitors) Bounce Rate Time on Site Pageviews Direct Visits Organic Traffic Referrals Paid Traffic Popular Pages Entry Pages Exit Pages Navigation Flows In-Page Analytics
  14. 14. Multiple Data Views
  15. 15. Even More Granular Data Views
  16. 16. Real Time Reporting
  17. 17. Page Load Times
  18. 18. Mobile Device Reporting
  19. 19. It never ends
  20. 20. Avinash Kaushik of web analytics success lies in the people you have behind the tools.90% “ “
  21. 21. >People Tools
  22. 22. +People Tools
  23. 23. How To Use Web Analytics A framework for making better decisions.
  24. 24. Measure Outcomes
  25. 25. Analyze & Report Insights, Not Data
  26. 26. Optimize for better results
  27. 27. Reinforce business decisions
  28. 28. Remove the HiPPO (Highest Paid Person’s Opinion)
  29. 29. Goal Tracking • What do you want visitors to do on your site? • Are visitors able to accomplish their goals on your site? • Allows you to compare traffic segments
  30. 30. Funnel Visualization • Where do visitors abandon your conversion funnel? • Identify & patch the holes in your bucket
  31. 31. Campaign Tagging • Which traffic sources are driving the highest quality traffic? • Which campaigns, keywords, or ads generate the highest conversion rates?
  32. 32. Campaign Tagging - How To? • Update your URLs to include Google Analytics’ UTM parameters. www.WorkshopDigital.com www.WorkshopDigital.com?utm_source=facebook&utm_medium=social&utm_campaign=AMAWebinar bit.ly/amaworkshopdigital
  33. 33. Custom Audience Segments • Identify and build segments, or groups, of visitors based on common traits. • Compare segments to look for opportunities. • Examples • Mobile device users • First time visitors from Vermont • Previous customers that haven’t purchased in the last 30 days that also still read your blog 3X/week
  34. 34. Custom Reports & Dashboards • Focus on just the data that matters • Build different reports for stakeholders • Save time & keep all your metrics in one page
  35. 35. A/B Testing & Conversion Optimization
  36. 36. Ad Copy & Creative Testing • Test everything! Images, headlines, offers, calls to action • Determine the best-performing combinations • Continually test & learn • Be willing to fail vs. vs.
  37. 37. Ad Copy & Creative Testing • Test everything! Images, headlines, offers, calls to action • Determine the best-performing combinations • Continually test & learn • Be willing to fail vs. vs.
  38. 38. Landing Page Optimization vs. • Remove distractions • Designed to convert more visitors to leads or sales • Lower your cost to acquire a customer
  39. 39. Landing Page Optimization • Remove distractions • Designed to convert more visitors to leads or sales • Lower your cost to acquire a customer vs.
  40. 40. A/B Testing • Test elements across your entire site • Remove obstacles in your conversion funnel
  41. 41. Heat maps & Scrollmaps • Know where visitors are clicking and how far they scroll • Prioritize your most valued content
  42. 42. Phone Call Tracking
  43. 43. How It Works 1 2 3 User visits your website, phone numbers change based on source Calls seamlessly routed through call tracking software Data & insights inform marketing decisions
  44. 44. Sample Call Data • Know exactly how many calls come from each traffic source • Focus on unique, answered phone calls • Create training materials and FAQ content from call recordings
  45. 45. Optimizing For Better Results
  46. 46. Why Optimize? • Earn more customers, not just more traffic • Eliminate the guesswork in optimizing online lead gen and sales • Validate the strongest marketing message that best resonates with visitors • Use testing insights to inform strategies across all channels • Sustain consistent improvements through ongoing testing
  47. 47. Our CRO Process 1 2 3 4 5 6
  48. 48. Thank You! Questions? @WorkshopMktg @AndrewCMiller network: WorkshopGuest password: longanddifficult

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