The how-to tutorial on understanding and utilizing Google Analytics to improve conversion, search optimization, engagement and overall better online marketing.
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
9. INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.
ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING
10. BOUNCE RATE
HERE AND GONE.
(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
11. INDIVIDUAL PAGE BOUNCE
RATE
IS SIGNIFICANTLY
MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATEWORRY IF OVER 50%
KEEP IMPROVING AT 50%
AIM FOR 25%
12. DETERMINING THE CAUSE
EXPERIENCE
Overall Design
Load Time
Distractions
Interruptions
PRIMARY MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation
AUDIENCE
Right or Wrong
17. CUSTOM VARIABLES
ADD YOUR OWN DATA TO VISITORS
TYPES OF VARIABLES:
Specific Users
Subscribers
Membership Levels
REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS
19. WHAT MATTERS TO YOU
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.
20. ASSIGN VALUE
GOAL
Call
Contact Form
Where To 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.
21. SOME CONVERSION
OPTIMIZATION BASICS
Primary CTAs 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