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Whether you run a small consulting firm or an online store, WordPress is a great platform for your business web site. But just like any other business investment, you need to make sure you’re getting as much as possible out of your site. This deck covers ways to measure the success of your website, including: How to set up your WordPress site to give yourself the best chance to reach your target customer, WordPress plugins to promote your site, capture leads and convert more sales, tips and tricks for Google Analytics to measure the performance of your site and your other marketing efforts and other useful tools to help you understand how to improve your site and your business. Originally presented by Mike Whaling at WordCamp Columbus, August 2014.
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WordPress for Business: Measuring Your Success
Mike Whaling, 30 Lines @30lines // #wccbus
How do we help our customers
buy more stuff?
@30lines // #wccbus
For Today• Content Marketing: Don’t overthink it • SEO: WordPress is the tool for the job • Email: From your website to their inbox • Landing Pages: Keep it simple
• Social Media: Keep social users on your site
@30lines // #wccbus
2 Ways: Drive more traffic. Convert more leads.
@30lines // #wccbus
via Moz
How do we
drive more traffic?
@30lines // #wccbus
Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus
via Moz
How does each piece of our presence help tell our story at each step in the funnel?
Create the online presence
you want prospects to see.
@30lines // #wccbus
WordPress is the engine for your
content machine.
@30lines // #wccbus
What kinds of content?• Blog posts
• FAQs
• Infographics
• Checklists
• How-to guides
• Lists
@30lines // #wccbus
• Case studies
• Testimonials
• Behind the scenes
• Tutorials
• Videos
• Podcasts
What good is a great website if no one ever sees it?
@30lines // #wccbus
Be easy to
discover.
@30lines // #wccbus
Be easy to
discover.
@30lines // #wccbus
SEO? Predicting the future
Be easy to
discover.
@30lines // #wccbus
What determines your rank?
@30lines // #wccbus
Get this plugin:
WordPress SEO by Yoast
@30lines // #wccbus
WordPress SEO
WordPress SEO• “Pretty” permalinks
• Meta titles and description
• Good, descriptive links (Breadcrumbs)
• XML sitemap (Submit this to GWT, BWT)
• Social shareability (Facebook, Twitter, G+)
• Site speed! (Especially on mobile)
@30lines // #wccbus
Be
visual.
@30lines // #wccbus
Street View Inside
@30lines // #wccbus
How do we convert more leads?
@30lines // #wccbus
Be
mobile ready.
@30lines // #wccbus
Remove friction to help them take the next step.
@30lines // #wccbus
@30lines // #wccbus
Create a “no-brainer” offer
@30lines // #wccbus
Build your list early
Build Landing Pages
• SeedProd
• LeadPages • Rainmaker
• Optimizely
• Unbounce
@30lines // #wccbus
Provide
validation.
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Get this plugin:
Schema Creator
Make it easy to follow.
@30lines // #wccbus
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Pippity
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Use this tool:
MailChimp
Make it easy to share.
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Jetpack
Use this tool:
TurnSocial
How do we know
what’s working?
@30lines // #wccbus
Know what success looks like.
@30lines // #wccbus
@30lines // #wccbus
Get this plugin:
Gravity Forms
@30lines // #wccbus
Send autoresponders
@30lines // #wccbus
Use this tool:
Google Analytics
@30lines // #wccbus
What to measure
• How are people finding us? • Sessions, Sources, Keywords, Landing Pages
• How are visitors using our site? • Users, Devices, User Flow, Site Content
• Are visitors taking the desired actions? • Behavior Flow, Bounce Rate, Events, Goals
• What marketing sources are working best? • Sources, Campaigns, Conversion Goals
@30lines // #wccbus
Set Goals
Is our website working?Is your website working?
@30lines // #wccbus
Potential Conversion Goals
• Contact form completed
• Visited 3 or more pages
• Signed up for e-newsletter
• Spent 5 minutes on site
• Watched video tutorial
• Shared white paper
@30lines // #wccbus
Measure sales/leads
Leads generated: 63 !Average value of each customer: $17,640 (over 18 mos) Closing ratio from website: 10% Each lead is worth: $1,764 !Total traffic to site: 1,870 unique visitors
Each unique visit is worth: $60.40 !Top converting referral sources:
1. Google Organic (25) 2. Direct Traffic (21) 3. Parent Company Site (7) 4. Craigslist (4) 5. Bing (3) 6. Apartments.com (1)
@30lines // #wccbus
@30lines // #wccbus
Track your campaigns
Set annotations to track offline campaigns
@30lines // #wccbus
Set alerts
How are we doing?
@30lines // #wccbus
Use this tool:
Google URL Builder
@30lines // #wccbus
Track your campaigns
Know what’s workingTrack campaigns, know what’s working
@30lines // #wccbus
Use this tool:
Bitly
URL Shortener + Trackingbit.ly
URL Shortener + Tracking
@30lines // #wccbus
Use this tool:
Bitly
URL Shortener + Trackingbit.ly
Add + to see stats Try it: bit.ly/wccbus14+
Understand your social reach
@30lines // #wccbus
Use this tool:
Facebook Insights
Understand your social reach
@30lines // #wccbus
Who’s pinning our content?
pinterest.com/source/mywebsite.com
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Dig deeper
• Call tracking
• Audience segmenting/targeting
• Remarketing
• Split (A/B) testing [“Experiments”]
• Lifecycle marketing
How do we use the data to
get better?
@30lines // #wccbus
via Moz
Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus
WordPress Plugins• SEO: WordPress SEO by Yoast • Contact Forms: Gravity Forms • Subscription Popups: Pippity, OptinMonster • Landing Pages: SeedProd, LeadPages
• Social: TurnSocial, JetPack
• Ecommerce: Shopp, WooCommerce
• Branding: YOURLs Link Creator
@30lines // #wccbus
Other Tools• GREAT VISUALS (Google Business Photos)
• Email service provider (ESP: MailChimp) • Google Analytics • Google Webmaster Tools • Bitly • Freshbooks • Stripe
@30lines // #wccbus
More tools and resources:
@30lines
#wccbus
Let’s talk.
@30lines // #wccbus
Mike Whaling, 30 Lines 30lines.com614.859.5030
@30lines // #wccbus
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