Analytics is a top priority for organizations, but one that is often ignored or misinterpreted. Knowing what tactics are working, how people are using your site, tracking goals and more is imperative. On June 26th, Insivia cover how to look at and interpret your analyics data to pull out smart insights that can change your business. Check out our other upcoming seminars at http://www.insivia.com/seminar/.

1. Andy
Halko
@andyhalko
Insivia
@insivia
WEB
ANALYTICS
DEMYSITFIED

2. BE THERE OR BE SQUARE
July 31st
Quality Over Quantity:
Why Content Marketing Can’t Suck
August 28th
Website Conversion:
Stop Turing Customers Away
Full schedule at www.insivia.com/seminar

3. THINK SMART.
ACT BOLD.

4. THE
SCIENCE
OF MARKETING

5. OPTIMIZING e
THE FUNNEL w
CAN HAVE `
HUGE `
IMPACT `

6. THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING

7. YOUR WEBSITE
THE JUICE MEAT
OF YOUR FUNNEL
• KEEP
PEOPLE
ON
THE
SITE
• MAKE
IT
EASY
TO
FIND
WHAT
THEY
WANT
FAST
• MAKE
IT
COMPREHENSIBLE
• DRIVE
ACTION

8. GOOGLE ANALYTICS

9. 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

10. INDIVIDUAL PAGE BOUNCE RATE
IS SIGNIFICANTLY
MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY
IF
OVER
50%
KEEP
IMPROVING
AT
50%
AIM
FOR
25%

11. REDUCING BOUNCE RATE
SITE
EXPERIENCE
Overall Design
Load Time
Distractions
PRIMARY
MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation

12. SOURCES
WHERE PEOPLE COME FROM
AND HOW TO GET MORE FROM THEM

13. SEGMENT & INTERPRET

14. OPTIMIZE LINKS

15. CONVERSION
ACTION POINTS
Call
Contact Form
Complete Order
NURTURE POINTS
Newsletter Sign-Up
Demo
Social Connection
Always setup Goals in Analytics &
connect third-party software.

16. 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
with Les Miserables length.
Less steps.
Value. Value. Value
OH,
AND…
GREAT
DESIGN
&
SMART
MESSAGING
ALONE
CAN
MAKE
A
MAJOR
IMPACT
ON
VALIDATION
FOR
PROSPECTS

17. WORTH A MENTION
WITH GREAT ANALYTICS
COMES GREAT RESPONSIBILITY.
See Real-Time Data.
Visitor Flow Diagrams.
Speed, Device, Location, Gender, Age.
Setup Events & Experiments.
And More.

18. INTERPRET
DO NOT RELY ON
SINGLE POINTS OF DATA.
SEE LONG-TERM.
COMBINE DISCOVERIES.
ALWAYS BE TESTING…

19. A/B TESTING
TEST WHAT WORKS.

20. STOP GUESSING

21. 36% INCREASE.
WHO WANTS THAT?

22. CLICK
TRACKING
Feel the heat.

23. SCROLL
TRACKING
You don’t have
to guess if long
pages work.

24. GET THE MOST OUT OF
E-MAIL MARKETING

25. E-MAIL
OPEN RATE
E-MAILS OPENED
E-MAILS SENT minus
BOUNCED E-MAILS
=

26. SUBJECT LINE
Work on engaging & personalized subject lines
& test them. Tell, don’t sell.
SENDER
Build your email reputation by not spamming &
sending irrelevant content.
HISTORY
Have you provided value in the past – have they
been burnt by wasteful emails.
WHAT IMPACTS OPEN RATE

27. Limit the Actions
Use Images
Stay Relevant, Engaging + Valuable
Segment & Target Information
Test & Measure
CLICK-THROUGH RATES
AVERAGE IS 1% – 4%

28. RESPONSIVE MOBILE E-MAIL
If people can’t read read it, they won’t click it

29. CONVERTING E-MAIL
LANDING PAGES
FREQUENCY
SEGMENTATION
SIMPLE ACTIONS
DESIGN + LAYOUT
TESTING
Web
analyPcs
should
be
Ped
into
and
closely
looked
at
for
e-­‐mail
campaigns.

30. YES, YOU CAN TRACK
SOCIAL MEDIA
REACH
+
ENGAGEMENT

31. SOCIAL REACH
How many connections do you (and your employees) have?

32. WHAT TO TRACK
AND TOOLS TO DO IT
TWITTER FOLLOWERS
CIRCLES IN GOOGLE+
FACEBOOK FANS
FACEBOOK LIKES
LINKEDIN CONNECTIONS
LINKEDIN FOLLOWS
LINKEDIN COMPANY
FOLLOWS
INSTAGRAM FOLLOWERS
PINTEREST FOLLOWERS
YOUTUBE SUBSCRIBERS
THOUSANDS OF SOCIAL
PLATFORMS AND FORUMS
ARE OUT THERE.
KLOUT
Gives you a score based on your
reach.
TWEETREACH
Twitter focused reach.
HOOTSUITE
Manage many Social Networks.
TWENTYFEET
Keeps track of reach, but charges.
EXCEL?
Yeah, not auto, but works.

33. PROMOTE
EVERYWHERE
CREATE REAL
VALUE
ADD SHARING
BUTTONS
THEY LIKE ME. THEY
REALLY, REALLY LIKE ME
INTERACT WITH
FOLLOWERS
BUILD
RELATIONSHIPS
OFFER INCENTIVES
TO CONNECT

34. ENGAGE

35. SOCIAL MENTION
Gives you a score based on your
reach.
TWEETREACH
Twitter focused reach.
HOOTSUITE
Manage many Social Networks.
MOZ ANALYTICS
Social Analytics Platform
MARKETING CLOUD
By Salesforce
BRAND MENTIONS
RETWEETS
COMMENTS
SHARES
SENTIMENT
CONVERSATIONS
FAVORTIES
SHARES
BE POPULAR
IT’S COOL

36. GET OFF THE SIDELINES
AND GET IN THE GAME
TALK TO
INDIVIDUALS
SHARE OTHERS
POSTS
POST
REGULARLY
CREATE VALUE
(YES, AGAIN)
HELP
OTHERS
CONNECT WITH
RELEVANT PEOPLE

37. MEASURING THE
ROI OF SOCIAL MEDIA
USE ANALYTICS
To track goals + conversions for
each social media channel.
PLACE VALUE TO
CONNECTIONS
Like real estate, having
connections does have value.
CONNECT DATA
Use software and tactics to
connect customers, prospects
and lists to social followers.
FOCUS ON QUALITY
10,000 followers is not equal to
1,000 targeted followers
CHOOSE YOUR
NETWORKS WISELY
Pick a few of the best ones, not
volume channels.
SET GOALS
Know where you stand now and
what you want to see happen.

38. WHERE DO WE RANK?
SEARCH OPTIMIZATION

39. WEBMASTER TOOLS
KEY PHRASES
LINKS TO YOUR SITE
SITE SPEED
CRAWL ERRORS
SITEMAPS
SEARCH APPEARANCE

40. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy
Halko
@andyhalko
Insivia
@insivia
Oh yeah, ask us about our
traffic and conversion audits.