#smx #31c @itsleslieto leslie to – director of seo @ 3q digital, a harte hanks company cutting...
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#SMX #31C @itsleslieto
Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company
Cutting Through The Clutter:Build Your Map to GA Treasure
#SMX #31C @itsleslieto
About
• Over $400 million in annual managed spend on Google
• Advertising in 140 countries
• Search, SEO, mobile, paid social, display, and analytics
• Offices in Bay Area, San Diego, Chicago, Raleigh, Austin, and Burlington
#SMX #31C @itsleslieto
Standard reporting limitations Customizations to enhance granularity Segmentations for actionable insights
What You’ll Learn
#SMX #31C @itsleslieto
Limitations of Standard Reporting
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Too Much Noise!
#SMX #31C @itsleslieto
Instead think about…
#SMX #31C @itsleslieto
What metrics & dimensions does your business care about most?
Instead think about…
#SMX #31C @itsleslieto
Metric = Number or Ratio Revenue, Sessions, Bounce Rate, etc.
Dimension = User Info Landing Page, Channel, Device Type, etc.
Definition Break!
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Focus on key performance indicators
Metric Selection = IMPT 1st Step
#SMX #31C @itsleslieto
Users + Sessions = Establishes volume
#SMX #31C @itsleslieto
Sessions Per User Repeat visit insights
#SMX #31C @itsleslieto
Revenue Per User Accounts for incremental volume
#SMX #31C @itsleslieto
Look @ users throughout conversion funnel
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
The Fruits of Our Labor
#SMX #31C @itsleslieto
Time to Segment!
#SMX #31C @itsleslieto
New vs Returning
#SMX #31C @itsleslieto
New Organic Visitor $0.69
#SMX #31C @itsleslieto
Returning Organic Visitor $4.58
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Retention is sometimes ignored, in favor of new customer acquisition
#SMX #31C @itsleslieto
New user acquisition is important to grow your site & brand
#SMX #31C @itsleslieto
But it must coincide with efforts to also grow retention
#SMX #31C @itsleslieto
Converters vs Non-converters
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
65% of users never convert
#SMX #31C @itsleslieto
Non-converting users = lost opportunity!
#SMX #31C @itsleslieto
Can we utilize certain channels to make up for performance gaps in others?
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Closing gap between converters & non-converters will grow revenue without having to acquire new users
#SMX #31C @itsleslieto
Which is especially important when we consider how competitive the search landscape is
#SMX #31C @itsleslieto
How do we act on these segments?
#SMX #31C @itsleslieto
New UsersReturning
Users
User Type Segments
#SMX #31C @itsleslieto
ConvertersNon-
Converters
Converter Type Segments
#SMX #31C @itsleslieto
New Users
Converters
Continued expansions & on-site optimizations will grow this segment
#SMX #31C @itsleslieto
Returning Users
Converters
Growing brand equity helps future expansion
Don’t sacrifice brand opportunities for non-brand
volume
#SMX #31C @itsleslieto
New Users
Non-Converters
Can other channels help us here?
#SMX #31C @itsleslieto
Returning Users
Non-Converters
Is there an expectation gap?
Is it due to UX, Product or Content?Act accordingly!
#SMX #31C @itsleslieto
Let’s recap…
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you
Focus on key performance indicators and account for incrementality
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you
Focus on key performance indicators and account for incrementality
Segmenting your data allows you to more easily see performance trends
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you
Focus on key performance indicators and account for incrementality
Segmenting your data allows you to more easily see performance trends New vs Returning – New customer acquisition is equally important as
retention
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you
Focus on key performance indicators and account for incrementality
Segmenting your data allows you to more easily see performance trends New vs Returning – New customer acquisition is equally important as
retention Converters vs Non-Converters – Maximizing each visit is imperative as
search landscape becomes more competitive
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
Mindful Reporting Actionable Insights!
#SMX #31C @itsleslieto
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016