Upload
insivia
View
556
Download
0
Embed Size (px)
Citation preview
Andy Halko@andyhalko
DRIVING ROI FROM ANALYTICS
Insivia@insivia
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
OUR GOAL IS REVENUE
OPTIMIZING eTHE FUNNEL w
CAN HAVE ` HUGE ` IMPACT `
EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
REVENUE MAPPING
GOOGLE ANALYTICSTONS AND TONS OF DATA
MARKETING IS
SCIENCEAND ART
INTERPRETDO NOT RELY ON SINGLE POINTS OF DATA.
ANALYZE LONG-TERM COMBINE DISCOVERIESALWAYS BE TESTING
BOUNCE RATEHERE 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
INDIVIDUAL PAGE BOUNCE RATE
IS SIGNIFICANTLY MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATEWORRY IF OVER 50%KEEP IMPROVING AT 50%
AIM FOR 25%
DETERMINING THE CAUSE
EXPERIENCEOverall DesignLoad TimeDistractionsInterruptions
PRIMARY MESSAGEMessage does not match campaign or source.
ACTIONSHidden NavigationNo Primary ActionConfusing Navigation
AUDIENCERight or Wrong
PERSPECTIVEFILTERS, SEGMENTS, GROUPING & CUSTOM VARIABLES
PROFILE FILTERINGTYPES OF FILTERS:Your Company
Campaigns
Channels
Regions
Devices
FOCUS INTO CLEARLY SEE TRENDS
SEGMENTS & METRICSCOMPARE SUBSETS TO SEE IMPACTS
GROUPING CONTENTSEE PAGES TOGETHER
CUSTOM VARIABLESADD YOUR OWN DATA TO VISITORS
TYPES OF VARIABLES:Specific Users
Subscribers
Membership Levels
REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS
GOALSMAKE SURE YOU COUNT THE WINS
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.
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.
SOME CONVERSION OPTIMIZATION BASICSPrimary 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
AUDIENCETHE WHO
LEARN ABOUT YOUR AUDIENCE
Technology
Mobile
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior
BEHAVIOR
BENCHMARKING
ACQUISITIONTHE WHERE
WHERE PEOPLECOME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns
CHANNELS
TREEMAPS
INBOUND LINKS
BEHAVIORTHE WHAT
WHAT ARE PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events
CONTENT
EXITS & FLOW
EVENTS
EXPERIMENTSTEST WHAT WORKS.
A/B TESTINGCompare results between variations.
OTHER ANALYTICSCLICK, EYE, SCROLL, SOCIAL, SCORING
HEAT MAPPING
Human Psychology plays a big role in usability.
CLICK TRACKING
Visualize how people click.
SCROLL TRACKING
You don’t have to guess if long pages work.
WEBMASTER TOOLSKEY PHRASESLINKS TO YOUR SITESITE SPEED
CRAWL ERRORSSITEMAPSSEARCH APPEARANCE