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 e fg ective optimizers are tracking both “hard” and • “soft” conversions to gather data and insights.
:: WHAT CAN YOU TRACK? HARD CONVERSIONS SOFT CONVERSIONS DONATE ENGAGED VISITS (time on • • site, visit depth, etc.) BUY TICKETS TO AN EVENT • SOCIAL CHANNEL CLICKS • SUBSCRIBE TO NEWSLETTER • VIDEO VIEWS • ASSET DOWNLOADS •
:: WHAT CAN YOU TRACK? Every website’s tracking goals and KPIs will be as di fg erent 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 Even if you don’t have conversion tracking fully implemented, • you can make inferences about tra ffj c quality with available data in Google Analytics. CORE METRICS Visits by channel/source • Depth of visit • Length of visit • Bounce Rate • Visit/Device Type •
:: SETTING IT ALL UP Every website’s tracking implementation • could be di fg erent 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, or 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 tra ffj c 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.
:: OPTIMIZATION PROCESS By defining and measuring clear conversion goals, your • organization 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). • 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 • optimization. Drive better quality tra ffj c to • pages built to convert.
:: OPTIMIZATION PROCESS
:: ACTIVE 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 tra ffj c 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? •
:: OPTIMIZATION PROCESS Closed Qualified Sales Leads Digital User Link Footprint Behavior Portfolio Keyword Ranking & Insights Reputation
:: OPTIMIZATION PROCESS We’ve heard how to do this in principle. • Let’s see how it works in the real world! •
THANK YOU Nick Yorchak | BIG FOOTPRINT www.bigfootprintdigital.com
:: WHO WE ARE ZACH RANDALL NICK YORCHAK 8 Years Experience � Founder & Lead SEO � Strategist & Analytics Expert � Speaker at Industry Events � Managed $40 million+ in Media Spend � Features in NY Times for SEO Expertise � Enterprise & Startup Level Experience � Enterprise Level SEO Experience � 8 Years Experience Landing Page Testing Lead � � CARLO RITSCHL JAKE HAVENRIDGE 5 Years Experience 5 Years Experience � � Manager Digital Content & Social Media Lead Paid Search Manager � � Link Earning/Social/ Content Generation Landing Pages + Keyword Research � � BMA Young Professionals Board Member Google AdWords and Analytics � � Builder of Digital Footprints Certified �
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