Andy  Halko  @andyhalko  

Insivia  @insivia  

GOOGLE ANALYTICS 101

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 e THE FUNNEL w

CAN HAVE `

HUGE ` IMPACT `

EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.

YOUR WEBSITETHE JUICE MEAT

OF YOUR FUNNEL

•  KEEP  PEOPLE  ON  THE  SITE  

•  MAKE  IT  EASY  TO  FIND  WHAT  THEY  WANT  FAST  

•  MAKE  IT  COMPREHENSIBLE  

•  DRIVE  ACTION  

•  SERVE  SUSPECTS  AS  MUCH  AS  PROSPECTS  

REVENUE MAPPING

GOOGLE ANALYTICS TONS AND TONS OF DATA

MARKETING ISSCIENCE AND ART

INTERPRET DO 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 RATE

WORRY  IF  OVER  50%  KEEP  IMPROVING  AT  50%  

AIM  FOR  25%    

DETERMINING THE CAUSE

SITE EXPERIENCEOverall Design

Load Time

Distractions

PRIMARYMESSAGEMessage does not match campaign or source.

ACTIONSHidden Navigation

No Primary Action

Confusing Navigation

AUDIENCERight or Wrong

GET PERSPECTIVE FILTERS, SEGEMENTS, GROUPING & CUSTOM VARIBALES

PROFILE FILTERING

TYPES OF FILTERSYour Company

Campaigns

Channels

Regions

Devices

FOCUS IN TO CLEARLY SEE TRENDS

SEGMENTS & METRICS

COMPARE SUBSETS TO SEE IMPACTS

GROUPING CONTENT

SEE PAGES TOGETHER

CUSTOM VARIABLES

ADD YOUR OWN DATA TO VISITORSTYPES OF VARIABLESSpecific Users

Subscribers

Membership Levels

REALLY ANYTHINGCAN HELP YOU SEE SPECIFICTRENDS

GOALS MAKE 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 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      

AUDIENCE THE WHO

LEARN ABOUT YOUR AUDIENCE

Technology

Mobile

Custom

Benchmarking

User Flow

Demographics

Interests

Geography

Behavior

BEHAVIOR

BENCHMARKING

AQUICITION THE WHERE

WHERE PEOPLE COME FROM

Channels

Treemaps

Source / Medium

Referrals

AdWords Campaigns

Search Queries

Social

Campaigns

CHANNELS

TREEMAPS

OPTIMIZE LINKS

BEHAVIOR THE WHAT

WHAT ARE PEOPLE DOING

Content

Landing Pages

Exits

Site Speed

Site Search

Events

CONTENT

EXITS & FLOW

EVENTS

EXPERIMENTS TEST.

A/B TESTINGCOMPARE RESULTS FROM TWO VERSIONS

STOP GUESSING

OTHER ANALYTICS CLICK, EYE, SCROLL, SOCIAL, SCORING

Heat  Mapping  +  

Human  Psychology  

CLICK TRACKING

Feel the heat.

SCROLL TRACKING

You don’t have to guess if long pages work.

WHERE DO WE RANK? SEARCH OPTIMIZATION

WEBMASTER TOOLSKEY PHRASES

LINKS TO YOUR SITE

SITE SPEED

CRAWL ERRORS

SITEMAPS

SEARCH APPEARANCE

WE JUST SCRATCHED THE SURFACE

WHAT QUESTIONS DO YOU HAVE?

Andy  Halko  @andyhalko  

Insivia  @insivia  

Obtain the slides at Insivia.com/columbus-smps