optimizing for business performance

@forceonlinemktg

Optimizing for (Business) Performance

Monte Martin Force Online Marketing http://forceonlinemarketing.com/

There are crowds of potential customers offering constant

input on your site...

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By providing DATA!

@forceonliemktg

Don’t trust the HPPO!

H.ighest P.aid P.ersons O.pinion

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It’s hard to see your own work objectively

Sometimes babies are ugly!

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Avoid HPPO’s and Ugly babies…

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WHAT IS ANALYTICS? And why should you care?

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What is analytics?

Web analytics the measurement, collection, analysis and reporting of internet data - for purposes of understanding and optimizing web usage -Wikipedia

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What is Web Analytics?

Web analytics is the •  Measurement •  Collection •  Analysis •  Reporting of internet data

- for purposes of understanding and optimizing web usage

Measure

Collect

Analyze

Report

Understand

Optimize

Build

Measure

Learn

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DECIDING WHAT YOU SHOULD MEASURE

The first step is…

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Measure… What is IMPORTANT!

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These metrics aren’t actionable

Digital tools only answer quantitative questions...

Start by asking questions

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Why does your website exist?

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What makes money? Directly or Indirectly

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•  Sales •  Appointments •  Leads •  Phone Calls

What are the associated actions?

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•  Entrances •  Downloads •  Form Fills •  Phone Calls •  Scrolling

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COLLECTING DATA Ok, so how do I start…

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Split & A/B Testing Usability Testing Voice of Customer (Surveys, Forms, Live Chat) Heatmaps

Collecting Data Other Ways

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The Right Way

User Me@email.com

Account “My Account”

UA-12345678-XX

Web Property Examplesite.com UA-XXXXXXXX-01

Raw Data Profile

Filtered Profile

Testing Profile

Web Property Examplesite2.com UA-XXXXXXXX-02

Raw Data Profile

Filtered Profile

Testing Profile

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ANALYZING THE DATA

It’s more than just collecting…

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Analyzing the Data

3 C’s of Analysis Context Comparison Contrast

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Analyzing the Data

Adding Context Create segments of various user groups

Things look a little different…

…when you add context

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Analyzing the Data

 Segment your traffic into various groups 1.  Measure actions taken by specific groups 2.  Identify patterns 3.  Analyze behavior 4.  Take action to improve for that segment

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Advanced Segments

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Analyzing the Data

Making Comparisons What does this group have in common with others?

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Compare Progress over time

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Seeing contrasts What does this group have that is unique?

Analyzing the Data

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Visitor Flow Report

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What should you report?

Remember - analytics is about action! There are thousands of possible report combinations in Analytics. Find those that help you decide WHAT TO DO NEXT to accomplish your goals.

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Understanding Your Visitors

Three Questions: Where do visitors come from?

What did they do? How are you going to respond?

Always ask Questions!!!

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@forceonlinemktg @forceonlinemktg

Why are Pop’s sales so good?

Visits to “/your-pizza-is-on-its-way/” = 2,536 Visits = 5,000/mo

Conversion Rate = 51.92%

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Visits = 5,000/mo

A Tale of Two Sites

Site 1 Site 2

Visits = 500,000/mo Time on site = 0:36 Visits to

“/your-pizza-is-on-its-way/” = 2,536

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GETTING OPTIMIZED A Couple Tips for…

@forceonlinemktg

Build something you can optimize easily

@forceonlinemktg

Small change Big Money

PLAN FOR FREQUENT CHANGES

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Use WordPress

@forceonlinemktg @forceonlinemktg

Start back at the beginning

Measure

Collect

Analyze

Report

Understand

Optimize

Build

Measure

Learn

Have you been measuring the right goals?

Collecting the right data?

Gaining understanding about users?

Analyzing the results?

Optimizing based on what you learn?

Reporting on progress?

@forceonlinemktg

Monte Martin Force Online, Inc. Monte@forceonlinemarketing.com 773 599-3672

If you have further questions…

Slides, links and other optimization resources are online at:

http://bit.ly/optimizeforbusiness

http://forceonlinemarketing.com/