Blogging Analytics

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You’ve been blogging for years, but traffic growth is slow and leads are flat. Now what? Your Analytics are telling you what to do next. Here’s how to listen..

Key Takeaways Include:

1. How to get more value from the same audience
2. Advanced Analytics for faster list grown and higher rankings
3. Tips for deeper engagement and collaboration
4. Find topics that connect, share content with a targeted audience

Published in: Marketing
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Blogging Analytics

  1. 1. Wine & Web #33 Andy Crestodina @crestodina #wineweb Analytics for Bloggers
  2. 2. (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ L = leads P = price CL = closing rate Dc = delivery costs $ = profit! S = search volume R = rank CTR = click through V = visits CR = conversion Website ROI is complicated…
  3. 3. Traffic x Conversion Rate = $ …so let’s make it simple
  4. 4. 1. TRAFFIC The total number of visitors to the website 2. CONVERSION RATE The percentage of visitors who take action – Leads – Customers – Subscribers – Donors – Etc. It comes down to two little numbers
  5. 5. The Funnel
  6. 6. The Funnel + Marketing
  7. 7. 7 Types of traffic…
  8. 8. Visitor Flow
  9. 9. 9 Where there’s traffic, there’s hope!
  10. 10. TOP OF THE FUNNEL
  11. 11. TOP of the Funnel
  12. 12. Audience Overview Report
  13. 13. Healthy! Risky… Diversify Your Traffic Sources
  14. 14. 14 Top Content Report
  15. 15. 15 Find Your Traffic Champions
  16. 16. Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) The spike …and the long tail
  17. 17. Which posts have the most ranking potential? Low Hanging SEO Fruit
  18. 18. 18 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two!
  19. 19. 19 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page 2…
  20. 20. 1. View: Search Engine Optimization > Queries 2. Set Advanced Filter: “Average Position” greater than 10 3. Sort by “Average Position” 4. Confirm the rank and the post by searching for the phrase How to find posts with traffic potential
  21. 21. • Once in the beginning of the Title <title> • Once in the Header <H1> • 4 – 6 times in the Body text • In the link text of other pages linking to the page Link, Link! Nudge, Nudge! Now, indicate the relevance (on-page SEO)
  22. 22. 22 Finding Candidates for Internal Links
  23. 23. 23 Finding Candidates for Internal Links
  24. 24. • Improve the quality with more detail and length • Target a different (longer, less competitive) phrase • Create more content on related topics, link. • Create content in another format… Still not ranking?
  25. 25. MIDDLE OF THE FUNNEL
  26. 26. MIDDLE of the Funnel
  27. 27. 27 Campaign Report
  28. 28. Heat Maps: Crazy Egg
  29. 29. “From day one I knew that in the end, what was most important was going to be email…” Source: Capturing Emails and Committing to Quality Copyblogger (Feb, 2014) - Michael Stelzner Strengthen the Middle of the Funnel
  30. 30. Before After Conversion Optimization for Subscribers
  31. 31. 31 1900% Increase in Subscribers
  32. 32. 32 • Prominent • Promise • Proof Why did that work?
  33. 33. • Tons of Form Fields • Asking for Personal Info • No Proof • No Promise Worst Signup Form Ever
  34. 34. Which are the most compelling posts on your blog? Find Your Conversion Champions
  35. 35. 35 Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Subscribers Per Blog Post
  36. 36. 36 Pageviews Per Blog Post
  37. 37. …also known as conversion rate! Subscribers Per Pageview Per Blog Post
  38. 38. 38 How to Find Conversion Champions
  39. 39. • Put it into heavy rotation on the social networks • Add it to your home page slideshow • Link to it from your email signature • Run an ad using PPC, Facebook, etc. • Write and pitch a guest post linking back to the page • Write a roundup of your best posts, put it at the top • Link to the post from other high traffic pages Now put on your traffic driving gloves!
  40. 40. BOTTOM OF THE FUNNEL
  41. 41. BOTTOM of the Funnel
  42. 42. Conversion Report
  43. 43. Why Do Visitors Convert?
  44. 44. 44 Social Proof and Testimonials
  45. 45. When you say it, it’s marketing. When they say it, it’s social proof. Social Proof and Testimonials
  46. 46. 46 Never Make a Testimonials Page
  47. 47. 47 Subsequent Conversions
  48. 48. Subsequent Conversions
  49. 49. Combine Your Champions
  50. 50. 50 EXAMPLE: How to Market an Event
  51. 51. 51 EXAMPLE: How to Market an Event
  52. 52. 52 EXAMPLE: How to Market an Event
  53. 53. EXAMPLE: How to Market an Event
  54. 54. 54 Where there’s traffic, there’s hope!
  55. 55. BONUS! Author Stats Report
  56. 56. 56 BONUS! Author Stats Report
  57. 57. Wine & Web Andy Crestodina @orbiteers #wineweb Thank you!

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