This webinar discusses how to use web analytics to improve website conversions. Attendees are instructed to tweet questions with #seowebinar. The presenter, Claye Stokes, then discusses tracking key events like form submissions and downloads. He stresses measuring conversion rates by channel and landing page to identify high and low performing pages. Other factors like site speed, the customer journey, and meaningful touchpoints that lead to sales are also covered. Attendees are encouraged to ask questions on Twitter.

1. How to Use Web
Analytics to Improve
Website Conversions

2. Comments & Questions During Webinar
• GoToWebinar Chat Room
• Twitter – Tweet @SEOcom
• Use #SEOwebinar hashtag
• We are recording today’s webinar
• Slides will be online tomorrow
• Recording early next week
Tweet @SEOcom questions – Hashtag #seowebinar

3. About SEO.com
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4. Claye Stokes
Director of SEO
twitter.com/claye
linkedin.com/in/claye

5. High Level First, Then Drilling Down
• Can’t track what we’re not measuring!
• Make sure you’re tracking all of the following
with event tracking:
– Form submissions (lead generation, newsletters, etc.)
– Downloads
– Wishlists
– Reviews
– Comments
– Step completion (in multi-step forms and checkout
processes)
Tweet @SEOcom questions - Hashtag #seowebinar

6. High Level
• If a dollar sign can be attributed to any action
on your site, then use ecommerce tracking!
– Transactions (default)
• Even if users don’t actually pay, use
ecommerce tracking to quantify:
– Product inquiries
– Samples
– Offline orders (Nissan)
Tweet @SEOcom questions - Hashtag #seowebinar

7. Event Tracking
• First, locate a meaningful action to track
• The code looks like this:
<input name="submit" type="submit" id="submit" value="Post Comment“
onClick="_gaq.push(['_trackEvent', 'comment', 'submit', ‘title of post“ />
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8. Event Tracking
• The report will look like this:
Tweet @SEOcom questions - Hashtag #seowebinar

9. This Won’t Help Improve Conversion
• Visits
• Pageviews
• Pages/visit
• Another website’s conversion rate
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10. What Will
• Knowing your current conversion rate, in context
– How it has fluctuated in the past, and why
– How does it vary among channels?
• Landing page analysis: top vs worst converting
• Site speed
• The lifetime of a sale
• Meaningful touch points that lead to sales
• The usual
– Bounce rate
– Exit rate on key landing pages
Tweet @SEOcom questions - Hashtag #seowebinar

11. Current Conversion Rate
PLEASE don’t pay (much) attention to your
global conversion rate
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12. Current Conversion Rate
• Segment!
– How do new visitors convert, vs current visitors?
– Blog readers, vs visitors that land on your
services/product pages?
– Branded, vs non-branded terms?
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13. Segment Channels
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14. Then Ask Questions
• What landing pages rank so well in Yahoo?
Why do they convert well?
• Why aren’t our CPC visitors converting at a
higher rate?
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15. Landing Page Analysis
• Compare top converting vs worst converting
pages
• Rely on percentages, not volume
• Segment content so that you’re comparing apples
to apples
– PPC landing pages
– Blog pages
– Product pages
– Category pages
– Service pages
Tweet @SEOcom questions - Hashtag #seowebinar

16. Landing Page Analysis
1. Go to the Content->Landing Pages report
2. Click “Advanced Filter”
3. Segment your landing pages in a useful way
4. Consider entering a minimum # of visits, to keep the
data statistically relevant
5. Sort by Goal Conversion Rate (or Revenue)
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17. Landing Page Analysis
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18. Landing Page Analysis
• Takeaways
– Inspect and record best practices shared among
top converting pages
• What does that page convert? Quality of content?
Strong calls to action? Strong testimonials and proof of
your value?
– Pay attention to the nature of badly performing
landing pages, why aren’t they performing? How
can they be fixed?
Tweet @SEOcom questions - Hashtag #seowebinar

19. Site Speed
• “For every second slower your site loads,
conversion rate drops 7 percent” – Avinash
Kaushik
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20. Site Speed
• SEO.com bounce rate for page loads greater
than 5 seconds is 16% greater than the
bounce rate for pages that load in fewer than
5 seconds
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21. Site Speed
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22. The Lifetime of a Sale
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23. The Lifetime of a Sale
• Takeaways
– Need long (adequate) cookie life for returning
visitors
– Give users an interactive experience by reminding
them where they left off last time (items in the
cart, previous items viewed, etc.)
– Watch the behavior and touchpoints of users that
take more than a few days to make a purchase.
Was social/PPC/email involved? Etc.
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24. Meaningful Touchpoints
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25. Meaningful Touchpoints
• Takeaways
– Consider putting more focus on paid search,
organic search, email, or any other channel that is
contributing to sales but may not be a current
area of focus
– Most impactful for customers that take more than
a day to purchase
Tweet @SEOcom questions - Hashtag #seowebinar

26. Questions?

27. Claye Stokes
Director of SEO
twitter.com/claye
linkedin.com/in/claye
Connect with SEO.com
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http://www.facebook.com/seocom
http://www.linkedin.com/company/seo.com