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What Metrics Really Matter? - PRSA Sunshine District Conference 2012

In the real world, marketing happens online and offline. What metrics matter most when you're reviewing your site analytics? What is Google Analytics really telling me? How do I track offline data? Join Caitlin Kaluza, Marketing Manager at Schipul - The Web Marketing Company to learn how to assess your site analyics for actionable steps, along with tips and tools for learning the most from your data - online and offline.

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What Metrics Really Matter? - PRSA Sunshine District Conference 2012

  1. 1. Web Metrics in the Real World Are You Counting What Really Matters? Caitlin Kaluza Marketing/ Communications Manager Schipul – The Web Marketing Company @qcait
  2. 2. About Caitlin@qcait // #sunshine2012
  3. 3. What We’ll Go Over1. Making Sense of Online Data2. Defining Goals & Conversions3. Rank Isn’t Everything4. Tips for Tracking Offline Data@qcait // #sunshine2012
  4. 4. The “Easy” Scenario1. Bid on keyword “pay my TXU bill”2. Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”3. Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.204. You get $1.50 for every conversion - need to convert >13% to make a profit@qcait // #sunshine2012
  5. 5. The Real World• Event Leads• Newsletter Signups• Contact Forms• Traffic from your Facebook Fan Page? Twitter? YouTube? Google+?• Phone Calls• Long Sales Process@qcait // #sunshine2012
  6. 6. Making Sense of Online Data@qcait // #sunshine2012
  7. 7. Definitions • Visits Number of instances of a visit • Pageviews Total views of all pages across the site • Bounce Rate People who landed on one page & left without clicking anywhere else (we like to see <50%) • New Visits Based on a cookie in your browser (not computer)
  8. 8. Top 5 Metrics1. Traffic Trends2. Sources3. Keywords4. Content5. Conversion Path@qcait // #sunshine2012
  9. 9. VisitTrends• Compare month over month AND year over year• Be aware of seasonal trends – your traffic should mirror trends in your business• Pages/Visit, Time on Site Measure Engagement@qcait // #sunshine2012
  10. 10. Traffic Sources• Visits from Search• Keywords – especially non- branded• Traffic from Social Media, YouTube, p artners, media, et c.@qcait // #sunshine2012
  11. 11. Content• Look for what changed• Measure new content• Audience > Visitors Flow@qcait // #sunshine2012
  12. 12. Geography• Are you hitting the geography you expect?• Where are the opportunities?@qcait // #sunshine2012
  13. 13. Mobile• Mobile is 5-10% for average Schipul client• “Operating System” shows iPhone vs. Android• Audience > Mobile > Devices@qcait // #sunshine2012
  14. 14. Defining Goals & Conversions@qcait // #sunshine2012 Photo credit:
  15. 15. What is the Goal?• What is the goal of your website?• What is a Conversion? – Fill out contact form – Donate/Volunteer – Call – View a key page – contact, driving directions, menu – Tip: Ask your Sales Guys@qcait // #sunshine2012
  16. 16. Goal Set Up• Goals are located in Settings• Allowed 4 sets of 5• Three types: – URL Destination (i.e. form confirmation page) – Time on Site – Pages/Visit• Adds a tab to all reports@qcait // #sunshine2012
  17. 17. GoalSet UpAdmin > Goals@qcait // #sunshine2012
  18. 18. Funnel Reporting@qcait // #sunshine2012
  19. 19. Goal Tab@qcait // #sunshine2012
  20. 20. Social Media ConversionsTraffic Sources > Social > Conversions@qcait // #sunshine2012
  21. 21. Test, Test, Test• “There is no such thing as a marketing argument, only a marketing test”• Try to test one thing at a time• Test for 1 month if possible@qcait // #sunshine2012
  22. 22. Set Up Campaigns@qcait // #sunshine2012 Photo credit:
  23. 23. Set Up Campaigns• You can essentially set up anything as a Campaign using Google URL Builder• Add tracking code to any URL to notify Google Analytics what campaign it came from• Allows for – A/B testing – Tracking data within one source – Newsletter Tracking@qcait // #sunshine2012
  24. 24. Example Scenario• Which Donate Link is Better?• Set up each as a separate campaign@qcait // #sunshine2012
  25. 25. Results• In Analytics: Traffic Sources > Campaigns• Red Button gets 4x visits @qcait // #sunshine2012
  26. 26. Set Up CampaignsURL will look like: houstonzoo&utm_medium=template_top_ba nner&utm_campaign=Tiger_Donate_Link@qcait // #sunshine2012
  27. 27. Google URL Builder• Start with URL• Define Source, Medium, Name• Term & Content are optional• Generate URL@qcait // #sunshine2012
  28. 28. Be Consistent!• Example Sources: • Example Name: – google – oct2011newsletter – newsletter – Annualconference2011 – event – Tip: Include Year• Example Medium: – cpc – banner – email – link@qcait // #sunshine2012
  29. 29. Tracking Offline Interaction@qcait // #sunshine2012 Photo credit:
  30. 30. Tips for Tracking OfflineInvolve Sales in the SEO process! – Have them ask prospects – Add optional field to contact forms – Document in CRM or Google Doc@qcait // #sunshine2012
  31. 31. Call Tracking Software• Be wary of posting separate number – Google uses to verify Google Places/Google+ Local• Adwords Call tracking tool@qcait // #sunshine2012
  32. 32. Calculating Your Conversion Rate• Example – 50% of contact forms lead to a phone call – 40% phone calls lead to a meeting – 75% meetings lead to a proposal – 50% proposals close – 7% contact form lead to close• How much do you need to Increase Traffic to move the needle?@qcait // #sunshine2012
  33. 33. Rank Isn’t Everything@qcait // #sunshine2012 Photo credit:
  34. 34. Funnel of Search Engine MarketingImpressions from Click through to Site Contact The SaleSearch Keywords • Site must be User Friendly • Email/ Call to Sales team • For Nonprofits, may be:• Content must be Search for visitors to take action • Content must be • Membership Engine friendly to rank • Is it clear what you do? convincing for visitor to Registration well • Is there a clear call to take this step • Donation• Make sure keywords you action? • Volunteer Application focus on target the right • Are people engaged audience with your content? • Can visitors navigate through easily?@qcait // #sunshine2012
  35. 35. Keyword Impressions ReportTraffic Sources > Search Engine Optimization > Queries @qcait // #sunshine2012
  36. 36. Google Webmaster @qcait // #sunshine2012
  37. 37. Thanks! Questions?Caitlin Kaluza @qcaitMarketing/Communications Manager at Schipul – The Web Marketing // #sunshine2012 //