<ul><li>“ Having more data isn’t
always better” </li></ul>What Are Actionable Analytics? Actionable Analytics involve using business goals and data to drive decisions. Act * tion * able adj ˈak-sh(ə-)nə-bəl 1: Capable of being acted upon
Home Page Category Pages Sub
Category Pages Product pages Long Tail Keywords Head Keywords Conversion Rate? Conversion Rate? Understand & find opportunities throughout your sales funnel
Goal: Rank for terms like
“ New Trucks ” and drive higher funnel shoppers Result: Drove lots of long tail terms Side Effect: Long tail terms had a much better KPI conversion rate. Lesson: Less focus on high volume “hero” terms. Go after what converts.
Look at Actions, Not Just
Keywords Group Keywords by what people are trying to do on your site Action Impressions Clicks CTR KPIs/Revenue Bounce Buy Product 200,000 158,000 79% $42,000 12% Owner Support Research & Awareness High Funnel Terms
Titles Tags Are Ads too!
Test them with paid search <ul><li>Quickly get keyword impressions </li></ul><ul><li>Find out which landing page converts better </li></ul><ul><li>Learn what keywords convert </li></ul>
Click Through Rate Comparison <ul><li>Get
Impressions from GWT with PHP script at http://tiny.tw/9UI </li></ul>VS. Expected Clicks Actual Clicks Do I Need A More Enticing Title Tag? Rank % of Clicks 0 0.0% 1 36.4% 2 12.5% 3 9.5% 4 7.9% 5 6.1% 6 4.1% 7 3.8% 8 3.5% 9 3.0% 10 2.2% 11 2.6% 12 1.5% 13 1.3% 14 1.1% 15 1.2% 16 1.2% 17 1.4% 18 1.3% 19 1.4% 20 1.4%
Example CTR Calculation Keyword: “Ford
Focus” Rank: 1 Impressions: 700,000 Estimated Clicks = Impressions * % from chart 700,000 * .364 = 254,800 clicks Actual Clicks (pull from analytics not WMT) 160,000 Clicks Why So Low?