DATA DRIVEN WEBSITE OPTIMIZATION :: BEFORE WE GET STARTED What - - PowerPoint PPT Presentation

DATA DRIVEN WEBSITE OPTIMIZATION


:: BEFORE WE GET STARTED…

• What organizations in the room are using Google

Analytics (or another tracking tool)?

• Who is tracking goals or conversions within Google

Analytics?

:: OPENING THE BOX

• Google Analytics data can be powerful “right out of the box.”
• Still, in order to fully leverage the power of this data to optimize

your website, you need to be tracking goals and/or conversions.

• Analytics data should drive business insights.
• Let’s talk about that.

:: WHAT ARE GOALS/CONVERSIONS?

• A goal or a conversion is any desired action you want your user

to take.

• Goals can come in many forms depending on your organization.
• The most efgective optimizers are tracking both “hard” and

“soft” conversions to gather data and insights.

:: WHAT CAN YOU TRACK?

HARD CONVERSIONS

• DONATE
• BUY TICKETS TO AN EVENT
• SUBSCRIBE TO NEWSLETTER
• ASSET DOWNLOADS

SOFT CONVERSIONS

• ENGAGED VISITS (time on

site, visit depth, etc.)

• SOCIAL CHANNEL CLICKS
• VIDEO VIEWS

:: WHAT CAN YOU TRACK?

• Every website’s tracking goals and KPIs will be as difgerent as

your data. Examples abound, but see a few below.

• Focus on what matters to your organization.
• Your goal is to use comprehensive analytics, audience insights,

and eco-system orchestration to achieve performance growth.

:: CORE METRICS TO MONITOR

CORE METRICS

• Visits by channel/source
• Depth of visit
• Length of visit
• Bounce Rate
• Visit/Device Type
• Even if you don’t have conversion tracking fully implemented,

you can make inferences about traffjc quality with available data in Google Analytics.

:: SETTING IT ALL UP

• Every website’s tracking implementation

could be difgerent depending on your content management system (CMS), URL structure, etc.

• Unless you are familiar with web

development, leverage IT resources or your webmaster.

• To get started, click “Conversions” in left

hand navigation of Google Analytics to expand that sub-menu.

:: SETTING IT ALL UP

• Click “Goals” to configure your

tracking with a number of pre- loaded templates.

• You can create up to 20.
• Follow the instructions to

create engagement based conversions.

:: BUILD A DASHBOARD

• Create a custom

dashboard of your own,

• r use pre-loaded

templates to make accessing your data quick and easy.

:: PLUG IT ALL IN

• It is critical to remember that we need the full picture before

making data-driven optimization or testing decisions.

• Don’t forget to connect your Google Analytics data with the

following:

• Google Webmaster tools
• Google AdWords

:: I HAVE THE DATA – NOW WHAT?

• Once your goal or a conversion tracking is implemented, you

can begin the data-driven website optimization process.

• First and foremost, focus on CHANNEL ATTRIBUTION.
• Ask yourself, which channels or traffjc sources drive the

greatest amount of conversions?

:: CONVERSION ATTRIBUTION

• Identify the top performing channels and build upon them.
• Test and measure new initiatives.

:: OPTIMIZING YOUR WEBSITE

• In order to optimize you have

to know what’s working.

• Leverage the data and

insights your are generating with conversion tracking to improve your website.

• Start by building conversion-

driven landing pages that focus on a single action that impacts your organization.

• By defining and measuring clear conversion goals, your
• rganization can gather the data you need to improve your

website and drive impact.

• Remember, conversion optimization is a PROCESS, not an event.
• Don’t test too many things at once.
• Reduce friction with a clear call to action.
• Address the USER THOUGHT PROCESS.

:: OPTIMIZATION PROCESS

• Address the USER THOUGHT PROCESS.
• Optimize Thoughts, Not Design.
• Utilize usability testing tools (which you have).

:: OPTIMIZATION PROCESS

User’s Thought Process

• Where Am I?
• What Can I Do?
• Why Do I Care?
• What About… ?
• Why Your Organization?

:: OPTIMIZING YOUR WEBSITE

• Optimize on BOTH sides of

the click.

• Pre Click vs Post Click
• ptimization.
• Drive better quality traffjc to

pages built to convert.

:: OPTIMIZATION PROCESS

• Data-driven website optimization should be ACTIVE.
• By developing the 5 Active Optimization Habits, your digital

presence and website will drive results.

:: ACTIVE OPTIMIZATION PROCESS

• Five Active Optimization Habits to Develop:

1) Go beyond the basic metrics and traffjc analytics

• Stop worrying about visit volume – focus on quality but more importantly,

focus on CONVERSION and ATTRIBUTION

2) Go beyond channels

• Understand your digital ecosystem (paid+earned+owned) and how it

impacts your results with assisted conversions

3) Go beyond groundhog keyword strategy

• Keyword research becomes multi-dimensional – across all assets/channels

:: ACTIVE OPTIMIZATION PROCESS

• Five Active Optimization Habits to Develop:

4) Go beyond retro-active optimization

• Strategy, Data, and Insights drive new content generation and testing

5) Celebrate the enlightenment of Integrated Analytics

• Measure impact by contribution

Remember, performance measurement is prioritization logic

• What are the Top 5 items for you to focus on right now?

:: ACTIVE OPTIMIZATION PROCESS

:: OPTIMIZATION PROCESS

Qualified Leads Closed Sales User Behavior Link Portfolio Digital Footprint Ranking & Reputation Keyword Insights

• We’ve heard how to do this in principle.
• Let’s see how it works in the real world!

:: OPTIMIZATION PROCESS

THANK YOU


Nick Yorchak | BIG FOOTPRINT www.bigfootprintdigital.com

:: WHO WE ARE

ZACH RANDALL

• 8 Years Experience
• Strategist & Analytics Expert
• Managed $40 million+ in Media Spend
• Enterprise & Startup Level Experience
• Landing Page Testing Lead

NICK YORCHAK

• Founder & Lead SEO
• Speaker at Industry Events
• Features in NY Times for SEO Expertise
• Enterprise Level SEO Experience
• 8 Years Experience

CARLO RITSCHL

• 5 Years Experience
• Manager Digital Content & Social Media
• Link Earning/Social/ Content Generation
• BMA Young Professionals Board Member
• Builder of Digital Footprints

JAKE HAVENRIDGE

• 5 Years Experience
• Lead Paid Search Manager
• Landing Pages + Keyword Research
• Google AdWords and Analytics

Certified