Andy  Halko  @andyhalko  

Insivia  @insivia  

WEB ANALYTICS DEMYSITFIED

BE THERE OR BE SQUARE July 31st Quality Over Quantity: Why Content Marketing Can’t Suck

August 28th Website Conversion: Stop Turing Customers Away

Full schedule at www.insivia.com/seminar

THINK SMART. ACT BOLD.

THE SCIENCE OF MARKETING

OPTIMIZING e THE FUNNEL w

CAN HAVE `

HUGE ` IMPACT `

THIS IS YOUR LEAD FUNNEL ON BAD MARKETING

YOUR WEBSITE THE JUICE MEAT

OF YOUR FUNNEL

•  KEEP  PEOPLE  ON  THE  SITE  

•  MAKE  IT  EASY  TO  FIND  WHAT  THEY  WANT  FAST  

•  MAKE  IT  COMPREHENSIBLE  

•  DRIVE  ACTION  

GOOGLE ANALYTICS

BOUNCE RATE HERE 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%    

REDUCING BOUNCE RATE

SITE EXPERIENCE Overall Design

Load Time

Distractions

PRIMARY MESSAGE Message does not match campaign or source.

ACTIONS Hidden Navigation

No Primary Action

Confusing Navigation

SOURCES WHERE PEOPLE COME FROM AND HOW TO GET MORE FROM THEM

SEGMENT & INTERPRET

OPTIMIZE LINKS

CONVERSION

ACTION POINTS

Call

Contact Form

Complete Order

NURTURE POINTS

Newsletter Sign-Up

Demo

Social Connection

Always setup Goals in Analytics & connect third-party software.

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 with Les Miserables length. Less steps. Value. Value. Value

OH,  AND…  GREAT  DESIGN  &  SMART  MESSAGING  ALONE  CAN  MAKE  A    MAJOR  IMPACT  ON  VALIDATION  FOR  PROSPECTS      

WORTH A MENTION WITH GREAT ANALYTICS COMES GREAT RESPONSIBILITY. See Real-Time Data. Visitor Flow Diagrams.

Speed, Device, Location, Gender, Age. Setup Events & Experiments.

And More.

INTERPRET DO NOT RELY ON SINGLE POINTS OF DATA. SEE LONG-TERM. COMBINE DISCOVERIES. ALWAYS BE TESTING…

A/B TESTING TEST WHAT WORKS.

STOP GUESSING

36% INCREASE. WHO WANTS THAT?

CLICK TRACKING Feel the heat.

SCROLL TRACKING

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

GET THE MOST OUT OF

E-MAIL MARKETING

E-MAIL OPEN RATE

E-MAILS OPENED

E-MAILS SENT minus BOUNCED E-MAILS

=

SUBJECT LINE Work on engaging & personalized subject lines & test them. Tell, don’t sell. SENDER Build your email reputation by not spamming & sending irrelevant content. HISTORY Have you provided value in the past – have they been burnt by wasteful emails.

WHAT IMPACTS OPEN RATE

Limit the Actions

Use Images

Stay Relevant, Engaging + Valuable

Segment & Target Information

Test & Measure

CLICK-THROUGH RATES AVERAGE IS 1% – 4%  

RESPONSIVE MOBILE E-MAIL If people can’t read read it, they won’t click it

CONVERTING E-MAIL

LANDING PAGES

FREQUENCY

SEGMENTATION

SIMPLE ACTIONS

DESIGN + LAYOUT

TESTING  

Web  analyPcs  should  be  Ped  into  and    closely  looked  at  for    e-­‐mail  campaigns.  

YES, YOU CAN TRACK SOCIAL MEDIA

REACH  +  ENGAGEMENT  

SOCIAL REACH How many connections do you (and your employees) have?

WHAT TO TRACK AND TOOLS TO DO IT TWITTER FOLLOWERS CIRCLES IN GOOGLE+ FACEBOOK FANS FACEBOOK LIKES LINKEDIN CONNECTIONS LINKEDIN FOLLOWS LINKEDIN COMPANY FOLLOWS INSTAGRAM FOLLOWERS PINTEREST FOLLOWERS YOUTUBE SUBSCRIBERS THOUSANDS OF SOCIAL PLATFORMS AND FORUMS ARE OUT THERE.

KLOUT Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. TWENTYFEET Keeps track of reach, but charges. EXCEL? Yeah, not auto, but works.

PROMOTE EVERYWHERE CREATE REAL VALUE ADD SHARING BUTTONS

THEY LIKE ME. THEY REALLY, REALLY LIKE ME

INTERACT WITH FOLLOWERS BUILD RELATIONSHIPS OFFER INCENTIVES TO CONNECT

ENGAGE  

SOCIAL MENTION Gives you a score based on your reach. TWEETREACH Twitter focused reach. HOOTSUITE Manage many Social Networks. MOZ ANALYTICS Social Analytics Platform MARKETING CLOUD By Salesforce

BRAND MENTIONS RETWEETS COMMENTS SHARES SENTIMENT CONVERSATIONS FAVORTIES SHARES

BE POPULAR IT’S COOL

GET OFF THE SIDELINES

AND GET IN THE GAME

TALK TO INDIVIDUALS SHARE OTHERS POSTS POST REGULARLY

CREATE VALUE (YES, AGAIN) HELP OTHERS CONNECT WITH RELEVANT PEOPLE

MEASURING THE ROI OF SOCIAL MEDIA USE ANALYTICS To track goals + conversions for each social media channel.

PLACE VALUE TO CONNECTIONS Like real estate, having connections does have value.

CONNECT DATA Use software and tactics to connect customers, prospects and lists to social followers.

FOCUS ON QUALITY 10,000 followers is not equal to 1,000 targeted followers

CHOOSE YOUR NETWORKS WISELY Pick a few of the best ones, not volume channels.

SET GOALS Know where you stand now and what you want to see happen.

WHERE DO WE RANK? SEARCH OPTIMIZATION

WEBMASTER TOOLS KEY 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  

Oh yeah, ask us about our traffic and conversion audits.