Leveraging Web Analytics to Increase Conversion - Market STL Presentation


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In this presentation given to a group of attendees at the Market St. Louis Interactive Marketing Conference on April 1, 2010, I go over the basics of using Google Analytics to track activity on your site, increase conversion rate, gain business intelligence about your customers, and use alerts & reports to measure performance.

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Leveraging Web Analytics to Increase Conversion - Market STL Presentation

  1. 1. Using Web Analytics to Increase Conversion Erin Eschen 2010 Internet Marketing Conference Saint Louis, Missouri
  2. 3. <ul><li>Who I work for: </li></ul><ul><li>Perficient </li></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>Portals </li></ul></ul><ul><ul><li>Business Intelligence </li></ul></ul><ul><ul><li>Business Analysis </li></ul></ul><ul><ul><li>E-Commerce </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>
  3. 4. <ul><li>What I do: </li></ul><ul><li>Websites </li></ul><ul><li>Online Advertising </li></ul><ul><li>SEO </li></ul><ul><li>Social Media </li></ul><ul><li>Mobile </li></ul>www.Perficient.com/SocialMedia
  4. 5. <ul><li>Who I am: </li></ul><ul><li>Search Marketer </li></ul><ul><li>Social Media Consumer </li></ul>2006
  5. 6. Consulted hundreds of small businesses on how to create a web presence , drive traffic and convert visitors. Analyzed hundreds of sites with varying business goals and budgets. Managed the web site for the nation’s largest Internet advertiser and managed the online application (lead generation).
  6. 7. The many uses of Web Analytics: Monitor Performance Gain Business Intelligence Track & Increase Conversions Troubleshoot Problems
  7. 8. <ul><li>Companies Providing Analytics Tools: </li></ul>
  8. 9. Troubleshoot Problems
  9. 10. <ul><li>Ranking high in search engines for desired keywords… </li></ul><ul><li>One problem… </li></ul>
  10. 11. <ul><li>No Sales! </li></ul>
  11. 12. <ul><li>“You cannot manage what you cannot measure.” </li></ul><ul><li>- Gartner Group </li></ul>
  12. 13. <ul><li>Web Analytics: </li></ul><ul><li>“ The practice of measuring, collecting, analyzing and reporting on Internet data to understand how a site is used and to optimize its usage.” </li></ul><ul><li>Web Analytics Association </li></ul><ul><li>Goals : </li></ul><ul><li>Know your users better </li></ul><ul><li>Make design decisions based on data (not hunches) </li></ul><ul><li>Remove barriers to sales </li></ul><ul><li>Improve conversion rates </li></ul>
  13. 14. 2005
  14. 15. <ul><li>Analytics show you: </li></ul><ul><li>Who’s clicking on what? </li></ul><ul><li>Where are your visitors coming from? </li></ul><ul><li>What were they searching for before your site? </li></ul><ul><li>What are they searching for on your site? </li></ul><ul><li>Where are they dropping off? </li></ul>
  15. 16. Visitors to Site Order Page 1 Order Page 2 Order Page 3 Sale GOAL
  16. 17. <ul><li>Traffic Sources: </li></ul>
  17. 18. <ul><li>Referring keywords, paid and organic: </li></ul>Are you giving them what they’re looking for?
  18. 19. <ul><li>Popular Pages: Top Content (most visited) </li></ul>
  19. 20. <ul><li>Top Landing Pages </li></ul>
  20. 21. <ul><li>Top Exit Pages </li></ul>
  21. 22. Track & Increase Conversions
  22. 23. <ul><li>Define your conversion goals: </li></ul><ul><ul><li>Order completed </li></ul></ul><ul><ul><li>Lead form submitted </li></ul></ul><ul><ul><li>Webinar replayed </li></ul></ul><ul><ul><li>Whitepaper downloaded </li></ul></ul><ul><ul><li>Phone call (pay per call) </li></ul></ul><ul><ul><li>Newsletter sign-up </li></ul></ul><ul><ul><li>Resume submit </li></ul></ul>
  23. 24. <ul><li>What affects conversion? </li></ul><ul><ul><li>Aesthetics : Professional Design </li></ul></ul><ul><ul><li>Usability : Ease of use </li></ul></ul><ul><ul><li>Messaging : Competitive advantages, offers </li></ul></ul><ul><ul><li>Information : Content answers questions </li></ul></ul><ul><ul><li>Direction : Clear calls to action </li></ul></ul>
  24. 25. <ul><li>Conversion Tracking: Google Analytics > Analytics Settings > </li></ul>
  25. 26. Gain Business Intelligence
  26. 27. <ul><li>Site Overlay / Heat Maps </li></ul>
  27. 28. <ul><li>Length of Visit </li></ul>
  28. 29. <ul><li>Screen Resolutions </li></ul>Also Browsers, Operating Systems, Service Providers, Connection Speeds
  29. 30. <ul><li>Tip of the Day </li></ul><ul><li>You can use Analytics to see exactly what companies are researching yours: </li></ul><ul><li>Create a custom report: Dimensions > Systems > Domain </li></ul>
  30. 31. <ul><li>Location </li></ul>
  31. 32. <ul><li>Location </li></ul>
  32. 33. <ul><li>Location </li></ul>
  33. 34. <ul><li>Time of Day </li></ul><ul><li>Custom Report: </li></ul><ul><li>Metric = Visit </li></ul><ul><li>Dimension = Hour of Day </li></ul>
  34. 35. <ul><li>Think you need a mobile app or WAP site? </li></ul><ul><li>Find out! </li></ul>
  35. 36. <ul><li>Learn all about your site’s visitors and your visitors’ behavior. </li></ul>
  36. 37. Monitor Performance
  37. 38. <ul><li>How to: </li></ul><ul><li>Monitor analytics for red flags without spending hours per day swimming in data </li></ul><ul><li>Keep senior management happy by giving them a high level pulse on how the website is performing </li></ul>
  38. 39. Dashboards
  39. 40. Source: Google Images
  40. 41. <ul><li>Alerts: </li></ul>
  41. 42. <ul><li>Alerts: </li></ul>
  42. 43. <ul><li>Email: </li></ul>
  43. 44. <ul><li>Parting Words: What are your goals? </li></ul><ul><li>Increase revenue </li></ul><ul><li>Reduce cost </li></ul><ul><li>Improve customer loyalty & satisfaction </li></ul>When in doubt, ask yourself if what you are doing falls into one of those three buckets. If it does, keep going. If not then I suggest you revisit what you are doing. – Avinash Kaushik (@avinashkaushik) Analytics Evangelist, Google
  44. 45. Thank you! Erin Eschen Online & Social Media Marketing Manager Perficient, Inc. @ErinE http://erineschen.blogspot.com http://www.linkedin.com/in/erineschen