This document summarizes a presentation about using web analytics to track key performance indicators and generate qualified leads. It discusses using goal-focused analytics rather than standard views to track important metrics like the number and value of qualified leads generated from the website. The presentation includes a case study example of a website that earned $188,400 from $4,000 spent on web analytics, showing how it can help optimize performance. It concludes with contact information for the presenter and his company for any further discussion.

1. Web Analytics on
Less Than A Dime
Christopher S. Penn,VP Strategy and Innovation
www.BlueSkyFactory.com

2. Slides available Monday at
blog.blueskyfactory.com
Do not print this unless you really need to.

3. The corporate plug:
If you send more than 25,000
emails a month, we can help you
make more money and reach
more customers. Ask us how.
www.BlueSkyFactory.com

5. $0.00

7. Marketing
Sales
Product and Service

8. Attract
Convert
Energize

9. Qualified Leads
Customers
Evangelists

10. Qualified leads

11. www.Google.com/analytics

12. The problem with
Analytics

14. Visits
Unique visitors
Time on page
Referrer
Click path
Navigation Analysis
Screen Size
Browser
Operating System
Traffic source
Keywords
Search queries
Top landing pages
Top exit pages
Bounce rate

15. Visits
Unique visitors
Time on page
Referrer
Click path
ER
TT
Navigation Analysis
M
Browser
A
Screen Size
OT
Operating System
O N Traffic source
Keywords
D Search queries
Top landing pages
Top exit pages
Bounce rate

16. KPI
Key
Performance
Indicators

17. How many qualified
leads is your web
site creating?

18. Case Study

22. Lifetime value of a
student is $1,800
Closing rate is 90%
75% fill out the web
form & come in

23. A web lead is worth
67% of $1,800
=
$1,200

24. What is a qualified
lead worth to you?

26. Standard view of analytics

27. Goal-focused analytics

28. Standard view of analytics

29. Goal-focused view of analytics

31. http://bit.ly/urlbuilder

34. Apply to anything
ALWAYS apply to an
ad spend!

35. Case study conclusion

36. Total spent on site: $4,000
Total earned on site: $188,400

38. testing

39. HIPPO Problem

40. airline magazine syndrome

41. www.Google.com/websiteoptimizer

42. Review

43. KPI
Key
Performance
Indicators

44. Qualified leads

46. test

47. Discussion
Christopher S. Penn
christopherspenn.com
twitter.com/cspenn
Blue Sky Factory
blueskyfactory.com
twitter.com/blueskyfactory