Ryan Kelly, Co-Owner and COO of WSI Smart Marketing talks about how to let data and numbers guide your marketing strategy based on website analytics.

1. MEASURE!
Why • What • How

2. Brand
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3. Adapt
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4. Target
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5. Build
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6. Track
Why Measure? Because we brand, adapt, target, build and track!
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Brand
Adapt
Target
Build
Track

7. The “What Happened” Tracking
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8. Anatomy of Google Analytics
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9. Navigation
Left-Hand Top-Level Navigation
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10. Google Analytics Dashboard
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11. Google Analytics Dashboard
= Clicks
= Unique Visitors
= # of Pages Visited
= Avg. # of Pages
Per User
= Time on Site
= Users Left After 1st Page Visited
= Percentage of First Time Visitors
= New vs. Returning Visitors
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12. Audience Behavior
DATA
1. New visitors have a lower bounce rate.
2. Returning visitors look at twice the number of pages.
3. Returning visitors stay on site 4X longer than new visitors.
4. Returning visitors filled out the contact form on the contact page nearly twice as often as
new visitors.
RECOMMENDATION
1. Work hard on a loyalty program with off-site marketing such as press releases, article
creation and social media management.
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13. Browser and OS
RECOMMENDATION
1. Make sure that your website looks right on the top three most popular browsers.
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14. Mobile Engagement
ANALYZE
1. Are we getting traffic from mobile devices?
2. Are visitors staying on the site on their mobile devices?
3. Are we getting conversions?
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15. User Flow Analysis
RECOMMENDATION
1. Look at the flow of your users and watch for trends.
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16. Review Acquisition
ANALYZE
1. Is what I’m doing working?
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17. Social Networks
REVIEW YOUR SOCIAL NETWORKS
1. Any trends in traffic increase?
2. Which networks are converting?
3. What can I do to increase my conversions?
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18. How to Set a Goal
• Step 1: Sign into your Analytics account
• Step 2: Click on Admin
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19. How to Set a Goal
• Step 3: Click on Goals
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20. How to Set a Goal
• Step 4: Click on + New Goal
• Step 5:
Follow the
Directions
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21. The “How it Happened” Tracking
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22. A Brief History
In 1901, Dodge together with
Cline developed a photographic
recording method of tracing the
movements during reading; the
camera device is shown here as
is the photographic tracings on
the right.

23. A Brief History
Eye Tracking
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24. A Brief History
Tracking Code
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<script type="text/javascript">
setTimeout(function(){var
a=document.createElement("script");
var
b=document.getElementsByTagName("
script")[0];
a.src=document.location.protocol+"//dnn
506yrbagrg.cloudfront.net/pages/scripts/
0018/4485.js?"+Math.floor(new
Date().getTime()/3600000);
a.async=true;a.type="text/javascript";b.p
arentNode.insertBefore(a,b)}, 1);
</script>

25. Heat Mapping
What are people clicking on in your
website?
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What buttons are working and what buttons
are not?
How are people navigating your site?
What calls to action are driving clicks inside
the site?

26. Confetti Tracking
Can you find a trend for how a specific
group of users are engaging in your site?
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27. Scroll Tracking
How long is too long?
Is your content getting read?
Are your calls to action in the right place?
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28. In Summary
In Summary:
What’s the most important thing?
- Choose what’s important to you
- Create a strategy
What should I pay attention to?
- Online goals
- Track your traffic
- Measure your conversions
- Stay on top of it!
“The enemy of today….
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29. ?