The document outlines a workshop on digital marketing, focusing on web analytics, Google Analytics capabilities, and conversion optimization strategies. It emphasizes the importance of measuring site interactions, goal tracking, A/B testing, and using insights to optimize marketing decisions. Key topics include identifying traffic sources, customizing reports, and incorporating call tracking to enhance customer acquisition.

1. Welcome to Workshop Digital!
@WorkshopMktg
@AndrewCMiller
network: WorkshopGuest
password: longanddifficult

2. Google Analytics

3. Grab The Slides Here
bit.ly/amaworkshopdigital
@AndrewCMiller
@WorkshopMktg

4. Avinash Kaushik
of web analytics success
lies in the people you
have behind the tools.90%
“
“

5. Our Journey
• Web Analytics Overview
• Google Analytics Capabilities
• A/B Testing & Conversion Rate Optimization
• Phone Call Tracking
• Optimizing For Better Results

6. What is (are) Web
Analytics?
A system of measuring interactions on
a website.

7. Who visits your site?

8. How did they get there?
Where did they go next?

9. When are they active?

10. How do they experience
your site?

11. Google Analytics Overview

12. The Interface

13. Built In Key Metrics
Site Usage Traffic Sources Content Usage
Sessions (Visits)
Users (Visitors)
Bounce Rate
Time on Site
Pageviews
Direct Visits
Organic Traffic
Referrals
Paid Traffic
Popular Pages
Entry Pages
Exit Pages
Navigation Flows
In-Page Analytics

14. Multiple Data Views

15. Even More Granular Data Views

16. Real Time Reporting

17. Page Load Times

18. Mobile Device Reporting

19. It never ends

20. Avinash Kaushik
of web analytics success
lies in the people you
have behind the tools.90%
“
“

21. >People Tools

22. +People Tools

23. How To Use Web
Analytics
A framework for making better
decisions.

24. Measure Outcomes

25. Analyze & Report Insights,
Not Data

26. Optimize for better results

27. Reinforce business
decisions

28. Remove the HiPPO
(Highest Paid Person’s Opinion)

29. Goal Tracking
• What do you want visitors to
do on your site?
• Are visitors able to
accomplish their goals on
your site?
• Allows you to compare traffic
segments

30. Funnel Visualization
• Where do visitors
abandon your
conversion funnel?
• Identify & patch the
holes in your bucket

31. Campaign Tagging
• Which traffic sources are
driving the highest quality
traffic?
• Which campaigns,
keywords, or ads generate
the highest conversion
rates?

32. Campaign Tagging - How To?
• Update your URLs to include Google Analytics’ UTM parameters.
www.WorkshopDigital.com
www.WorkshopDigital.com?utm_source=facebook&utm_medium=social&utm_campaign=AMAWebinar
bit.ly/amaworkshopdigital

33. Custom Audience Segments
• Identify and build segments, or
groups, of visitors based on
common traits.
• Compare segments to look for
opportunities.
• Examples
• Mobile device users
• First time visitors from Vermont
• Previous customers that haven’t
purchased in the last 30 days that also
still read your blog 3X/week

34. Custom Reports & Dashboards
• Focus on just the data
that matters
• Build different reports
for stakeholders
• Save time & keep all
your metrics in one
page

35. A/B Testing & Conversion Optimization

36. Ad Copy & Creative Testing
• Test everything! Images,
headlines, offers, calls to action
• Determine the best-performing
combinations
• Continually test & learn
• Be willing to fail
vs.
vs.

37. Ad Copy & Creative Testing
• Test everything! Images,
headlines, offers, calls to action
• Determine the best-performing
combinations
• Continually test & learn
• Be willing to fail
vs.
vs.

38. Landing Page Optimization
vs.
• Remove
distractions
• Designed to
convert more
visitors to
leads or sales
• Lower your
cost to acquire
a customer

39. Landing Page Optimization
• Remove
distractions
• Designed to
convert more
visitors to
leads or sales
• Lower your
cost to acquire
a customer
vs.

40. A/B Testing
• Test elements
across your entire
site
• Remove obstacles
in your conversion
funnel

41. Heat maps & Scrollmaps
• Know where
visitors are
clicking and how
far they scroll
• Prioritize your
most valued
content

42. Phone Call Tracking

43. How It Works
1 2 3
User visits your
website, phone
numbers change
based on source
Calls seamlessly
routed through
call tracking
software
Data & insights
inform marketing
decisions

44. Sample Call Data
• Know exactly how many calls
come from each traffic source
• Focus on unique, answered
phone calls
• Create training materials and
FAQ content from call recordings

45. Optimizing For Better Results

46. Why Optimize?
• Earn more customers, not just more traffic
• Eliminate the guesswork in optimizing online lead gen and sales
• Validate the strongest marketing message that best resonates
with visitors
• Use testing insights to inform strategies across all channels
• Sustain consistent improvements through ongoing testing

47. Our CRO Process
1
2
3
4
5
6

48. Thank You! Questions?
@WorkshopMktg
@AndrewCMiller
network: WorkshopGuest
password: longanddifficult