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Google Analytics 101 | 2015
The document discusses strategies for optimizing revenue through effective funnel management and website design, emphasizing the importance of understanding customer behavior and analytics. It covers key areas such as consumer research, goal setting in analytics, and conversion optimization techniques like A/B testing and audience profiling. Additionally, it highlights the necessity of continuous testing and improvement to enhance user experience and drive sales.
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Google Analytics 101 | 2015
- 1. Andy Halko @andyhalko Insivia @insivia GOOGLE ANALYTICS 101
- 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
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- 4. OPTIMIZING e THE FUNNELw CAN HAVE ` HUGE ` IMPACT `
- 5. EVERY STEP IN THE PROCESSIS A CHANCE TO WIN OR LOSE CUSTOMERS.
- 6. YOUR WEBSITE THE JUICEMEAT OF YOUR FUNNEL • KEEP PEOPLE ON THE SITE • MAKE IT EASY TO FIND WHAT THEY WANT FAST • MAKE IT COMPREHENSIBLE • DRIVE ACTION • SERVE SUSPECTS AS MUCH AS PROSPECTS
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- 8. GOOGLE ANALYTICS TONS ANDTONS OF DATA
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- 10. INTERPRET DO NOT RELYON SINGLE POINTS OF DATA. ANALYZE LONG-TERM COMBINE DISCOVERIES ALWAYS BE TESTING
- 11. BOUNCE RATE HERE ANDGONE. (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
- 12. INDIVIDUAL PAGE BOUNCERATE IS SIGNIFICANTLY MORE IMPORTANT THAN OVERALL SITE BOUNCE RATE WORRY IF OVER 50% KEEP IMPROVING AT 50% AIM FOR 25%
- 13. DETERMINING THE CAUSE SITE EXPERIENCE OverallDesign Load Time Distractions PRIMARY MESSAGE Message does not match campaign or source. ACTIONS Hidden Navigation No Primary Action Confusing Navigation AUDIENCE Right or Wrong
- 14. GET PERSPECTIVE FILTERS, SEGEMENTS,GROUPING & CUSTOM VARIBALES
- 15. PROFILE FILTERING TYPES OFFILTERS Your Company Campaigns Channels Regions Devices FOCUS IN TO CLEARLY SEE TRENDS
- 16. SEGMENTS & METRICS COMPARESUBSETS TO SEE IMPACTS
- 17. GROUPING CONTENT SEE PAGESTOGETHER
- 18. CUSTOM VARIABLES ADD YOUROWN DATA TO VISITORS TYPES OF VARIABLES Specific Users Subscribers Membership Levels REALLY ANYTHING CAN HELP YOU SEE SPECIFIC TRENDS
- 19. GOALS MAKE SURE YOUCOUNT THE WINS
- 20. WHAT MATTERS TOYOU 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.
- 21. ASSIGN VALUE GOAL Call Contact Form WhereTo 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.
- 22. SOME CONVERSION OPTIMIZATION BASICS PrimaryCTAs 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
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- 24. LEARN ABOUT YOUR AUDIENCE Technology Mobile Custom Benchmarking UserFlow Demographics Interests Geography Behavior
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- 28. WHERE PEOPLE COME FROM Channels Treemaps Source/ Medium Referrals AdWords Campaigns Search Queries Social Campaigns
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- 33. WHAT ARE PEOPLE DOING Content LandingPages Exits Site Speed Site Search Events
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- 38. A/B TESTING COMPARE RESULTSFROM TWO VERSIONS
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- 40. OTHER ANALYTICS CLICK, EYE,SCROLL, SOCIAL, SCORING
- 41. Heat Mapping + Human Psychology
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- 43. SCROLL TRACKING You don’t have toguess if long pages work.
- 44. WHERE DO WERANK? SEARCH OPTIMIZATION
- 45. WEBMASTER TOOLS KEY PHRASES LINKSTO YOUR SITE SITE SPEED CRAWL ERRORS SITEMAPS SEARCH APPEARANCE
- 46. WE JUST SCRATCHEDTHE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy Halko @andyhalko Insivia @insivia Obtain the slides at Insivia.com/columbus-smps