DATA DRIVEN WEBSITE OPTIMIZATION
:: BEFORE WE GET STARTED… • What organizations in the room are using Google
Analytics (or another tracking tool)?
• Who is tracking goals or conversions within Google Analytics?
:: OPENING THE BOX • Google Analytics data can be powerful “right out of the box.”
• Still, in order to fully leverage the power of this data to optimize your website, you need to be tracking goals and/or conversions.
• Analytics data should drive business insights.
• Let’s talk about that.
:: WHAT ARE GOALS/CONVERSIONS? • A goal or a conversion is any desired action you want your user
to take.
• Goals can come in many forms depending on your organization.
• The most effective optimizers are tracking both “hard” and “soft” conversions to gather data and insights.
:: WHAT CAN YOU TRACK?
HARD CONVERSIONS
• DONATE • BUY TICKETS TO AN EVENT • SUBSCRIBE TO NEWSLETTER • ASSET DOWNLOADS
SOFT CONVERSIONS
• ENGAGED VISITS (time on site, visit depth, etc.)
• SOCIAL CHANNEL CLICKS • VIDEO VIEWS
:: WHAT CAN YOU TRACK? • Every website’s tracking goals and KPIs will be as different as
your data. Examples abound, but see a few below. • Focus on what matters to your organization.
• Your goal is to use comprehensive analytics, audience insights, and eco-system orchestration to achieve performance growth.
:: CORE METRICS TO MONITOR
CORE METRICS • Visits by channel/source • Depth of visit • Length of visit • Bounce Rate • Visit/Device Type
• Even if you don’t have conversion tracking fully implemented, you can make inferences about traffic quality with available data in Google Analytics.
:: SETTING IT ALL UP
• Every website’s tracking implementation could be different depending on your content management system (CMS), URL structure, etc.
• Unless you are familiar with web development, leverage IT resources or your webmaster.
• To get started, click “Conversions” in left hand navigation of Google Analytics to expand that sub-menu.
:: SETTING IT ALL UP
• Click “Goals” to configure your tracking with a number of pre-loaded templates.
• You can create up to 20. • Follow the instructions to
create engagement based conversions.
:: BUILD A DASHBOARD
• Create a custom dashboard of your own, or use pre-loaded templates to make accessing your data quick and easy.
:: PLUG IT ALL IN • It is critical to remember that we need the full picture before
making data-driven optimization or testing decisions.
• Don’t forget to connect your Google Analytics data with the following:
• Google Webmaster tools • Google AdWords
:: I HAVE THE DATA – NOW WHAT? • Once your goal or a conversion tracking is implemented, you
can begin the data-driven website optimization process. • First and foremost, focus on CHANNEL ATTRIBUTION. • Ask yourself, which channels or traffic sources drive the
greatest amount of conversions?
:: CONVERSION ATTRIBUTION • Identify the top performing channels and build upon them. • Test and measure new initiatives.
:: OPTIMIZING YOUR WEBSITE • In order to optimize you have
to know what’s working.
• Leverage the data and insights your are generating with conversion tracking to improve your website.
• Start by building conversion-driven landing pages that focus on a single action that impacts your organization.
• By defining and measuring clear conversion goals, your organization can gather the data you need to improve your website and drive impact.
• Remember, conversion optimization is a PROCESS, not an event.
• Don’t test too many things at once.
• Reduce friction with a clear call to action.
• Address the USER THOUGHT PROCESS.
:: OPTIMIZATION PROCESS
• Address the USER THOUGHT PROCESS. • Optimize Thoughts, Not Design. • Utilize usability testing tools (which you have).
:: OPTIMIZATION PROCESS
User’s Thought Process
• Where Am I?
• What Can I Do?
• Why Do I Care?
• What About… ?
• Why Your Organization?
:: OPTIMIZING YOUR WEBSITE • Optimize on BOTH sides of
the click.
• Pre Click vs Post Click optimization.
• Drive better quality traffic to pages built to convert.
:: OPTIMIZATION PROCESS
• Data-driven website optimization should be ACTIVE.
• By developing the 5 Active Optimization Habits, your digital presence and website will drive results.
:: ACTIVE OPTIMIZATION PROCESS
• Five Active Optimization Habits to Develop:
1) Go beyond the basic metrics and traffic analytics • Stop worrying about visit volume – focus on quality but more importantly,
focus on CONVERSION and ATTRIBUTION
2) Go beyond channels • Understand your digital ecosystem (paid+earned+owned) and how it
impacts your results with assisted conversions
3) Go beyond groundhog keyword strategy • Keyword research becomes multi-dimensional – across all assets/channels
:: ACTIVE OPTIMIZATION PROCESS
• Five Active Optimization Habits to Develop:
4) Go beyond retro-active optimization • Strategy, Data, and Insights drive new content generation and testing
5) Celebrate the enlightenment of Integrated Analytics • Measure impact by contribution
Remember, performance measurement is prioritization logic • What are the Top 5 items for you to focus on right now?
:: ACTIVE OPTIMIZATION PROCESS
:: OPTIMIZATION PROCESS
Qualified Leads
Closed Sales
User Behavior
Link Portfolio
Digital Footprint
Ranking & Reputation
Keyword Insights
• We’ve heard how to do this in principle.
• Let’s see how it works in the real world!
:: OPTIMIZATION PROCESS
THANK YOU Nick Yorchak | BIG FOOTPRINT www.bigfootprintdigital.com
:: WHO WE ARE ZACH RANDALL ! 8 Years Experience
! Strategist & Analytics Expert
! Managed $40 million+ in Media Spend
! Enterprise & Startup Level Experience
! Landing Page Testing Lead
NICK YORCHAK ! Founder & Lead SEO
! Speaker at Industry Events
! Features in NY Times for SEO Expertise
! Enterprise Level SEO Experience
! 8 Years Experience
CARLO RITSCHL ! 5 Years Experience
! Manager Digital Content & Social Media
! Link Earning/Social/ Content Generation
! BMA Young Professionals Board Member
! Builder of Digital Footprints
JAKE HAVENRIDGE ! 5 Years Experience
! Lead Paid Search Manager
! Landing Pages + Keyword Research
! Google AdWords and Analytics
Certified