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Driving ROI from Google Anlytics

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The how-to tutorial on understanding and utilizing Google Analytics to improve conversion, search optimization, engagement and overall better online marketing.

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Driving ROI from Google Anlytics

  1. 1. Andy Halko @andyhalko DRIVING ROI FROM ANALYTICS Insivia @insivia
  2. 2. THINK SMART. ACT BOLD. CREATE STRATEGIES AUDITS CONSUMER RESEARCH PERSONA DEVELOPMENT POSITIONING CHANNEL PLANNING STRATEGIC PLANS SALES PROCESS MAPPING MESSAGE DEVELOPMENT REACH PROSPECTS SEARCH OPTIMIZATION PPC / ADVERTISING CONTENT MARKETING SOCIAL MEDIA E-MAIL MARKETING MARKETING AUTOMATION DIRECT MAIL PUBLIC RELATIONS CONVERT LEADS WEB DESIGN MOBILE APPS INTERACTIVE EXPERIENCES WEB APPS / TOOLS VIDEO MOTION GRAPHICS MICROSITES A/B TESTING CLOSE SALES E-COMMERCE PRODUCT CONFIGURATORS ONLINE ESTIMATORS PRESENTATIONS SALES COLLATERAL AUGMENTED REALITY ONLINE PROPOSALS CRM
  3. 3. OUR GOAL IS REVENUE
  4. 4. OPTIMIZING e THE FUNNEL w CAN HAVE ` HUGE ` IMPACT `
  5. 5. EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
  6. 6. REVENUE MAPPING
  7. 7. GOOGLE ANALYTICS TONS AND TONS OF DATA
  8. 8. MARKETING IS SCIENCE AND ART
  9. 9. INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA. ANALYZE LONG-TERM COMBINE DISCOVERIES ALWAYS BE TESTING
  10. 10. BOUNCE RATE HERE AND GONE. (probably to your competitor) A bounce can be... Clicking a link to a different site Clicking the back button Typing in a new URL Closing a window
  11. 11. INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THAN OVERALL SITE BOUNCE RATEWORRY IF OVER 50% KEEP IMPROVING AT 50% AIM FOR 25%
  12. 12. DETERMINING THE CAUSE EXPERIENCE Overall Design Load Time Distractions Interruptions PRIMARY MESSAGE Message does not match campaign or source. ACTIONS Hidden Navigation No Primary Action Confusing Navigation AUDIENCE Right or Wrong
  13. 13. PERSPECTIVE FILTERS, SEGMENTS, GROUPING & CUSTOM VARIABLES
  14. 14. PROFILE FILTERING TYPES OF FILTERS: Your Company Campaigns Channels Regions Devices FOCUS INTO CLEARLY SEE TRENDS
  15. 15. SEGMENTS & METRICS COMPARE SUBSETS TO SEE IMPACTS
  16. 16. GROUPING CONTENT SEE PAGES TOGETHER
  17. 17. CUSTOM VARIABLES ADD YOUR OWN DATA TO VISITORS TYPES OF VARIABLES: Specific Users Subscribers Membership Levels REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS
  18. 18. GOALS MAKE SURE YOU COUNT THE WINS
  19. 19. WHAT MATTERS TO YOU ACTION POINTS Call Contact Form Complete Order Where To Buy Event Registration NURTURE POINTS Newsletter Sign-Up Demo Social Connection Download Share Always setup Goals in Analytics & connect third-party software.
  20. 20. ASSIGN VALUE GOAL Call Contact Form Where To Buy Event Registration Newsletter Sign-Up Demo Download VALUE $ 100 $ 90 $ 150 $ 20 $ 5 $ 50 $ 6 Just because it does not have a direct dollar does not mean it isn’t worth anything.
  21. 21. SOME CONVERSION OPTIMIZATION BASICS Primary CTAs on every page in prime locations. Simple, easy forms. Keep actions above the fold. Don’t get all fancy wordsmith-y. Less steps. Value. Value. Value. OH, AND… GREAT DESIGN & SMART MESSAGING ALONE CAN MAKE A MAJOR IMPACT ON VALIDATION FOR PROSPECTS
  22. 22. AUDIENCE THE WHO
  23. 23. LEARN ABOUT YOUR AUDIENCE Technology Mobile Benchmarking User Flow Demographics Interests Geography Behavior
  24. 24. BEHAVIOR
  25. 25. BENCHMARKING
  26. 26. ACQUISITION THE WHERE
  27. 27. WHERE PEOPLE COME FROM Channels Treemaps Source / Medium Referrals AdWords Campaigns Search Queries Social Campaigns
  28. 28. CHANNELS
  29. 29. TREEMAPS
  30. 30. INBOUND LINKS
  31. 31. BEHAVIOR THE WHAT
  32. 32. WHAT ARE PEOPLE DOING Content Landing Pages Exits Site Speed Site Search Events
  33. 33. CONTENT
  34. 34. EXITS & FLOW
  35. 35. EVENTS
  36. 36. EXPERIMENTS TEST WHAT WORKS.
  37. 37. A/B TESTING Compare results between variations.
  38. 38. OTHER ANALYTICS CLICK, EYE, SCROLL, SOCIAL, SCORING
  39. 39. HEAT MAPPING Human Psychology plays a big role in usability.
  40. 40. CLICK TRACKING Visualize how people click.
  41. 41. SCROLL TRACKING You don’t have to guess if long pages work.
  42. 42. WEBMASTER TOOLS KEY PHRASES LINKS TO YOUR SITE SITE SPEED CRAWL ERRORS SITEMAPS SEARCH APPEARANCE

The how-to tutorial on understanding and utilizing Google Analytics to improve conversion, search optimization, engagement and overall better online marketing.

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