Paul Goldston @Reload_Media #nxbris UTM Tracking 1. Conversion - PDF document

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris Paul Goldston @Reload_Media #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. Multi-Channel Attribution 3. Form Incentives 4. Gamification 5. 1

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  What You’ll Need: ◦ Google Analytics ◦ Undefined traffic sources ◦ A pinch of marketing nous #nxbris  What is it? http://www.re http://www.reloadme http://www.reloadme http://www.re oadmedia.com.au? oadmedia.com.au ia.com.au?utm_source=Dire ia.com.au?utm utm_source= utm_source=Direct- source=Di Direct- ct- t- URL&utm_m URL&utm_m URL utm_medium utm_medium um=Networx-Test um=Net =Netwo Networx-Test&utm worx-Test&utm rx-Test&utm_cam utm_cam campai campai paign= paign= n=Hel n=Hel Hello-Netwo Hello-Netwo o-Networx! o-Networx! x! x! 2

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  What is it good for? ◦ Tracking the results of email campaigns ◦ Tracking the effectiveness of online banner advertising ◦ Tracking email signature clicks ◦ Tracking QR code/NFC referrals ◦ And much more - get creative! #nxbris  To get started, try this free tool! https://support.google.com/analytics/answer/1033867?hl=en ◦ 3

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. #nxbris  What You’ll Need: ◦ Google Analytics or a third party A/B split testing tool ◦ An idea on what you’d like to test ◦ A dollop of marketing nous 4

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  What is it?  Why it is important? Be Before CRO CRO Aft fter CRO CRO Adv Advertising Spe pend $1000 $1000 Visitors sitors 2000 2000 Conversion Rate Conv Rate 2% 2% 3% 3% Lead Leads* s* 40 60 Reve venue nue $4000 $6000 ROI ROI $4.00 $6.00 *Lead Val *Lead Value = e = $10 $100 #nxbris 5

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris VS #nxbris 15 day A/B split test 15 day 14 bookings (new form) VS 14 bookings VS 3 bookin 3 bookings gs (old form) Increased conversion rate by ↑ 385% 385% with 99.8% 99.8% statistical confidence. 6

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris FREE FREE PAID PAID Content Experiments Ge Getti tting Star ng Started Guid Guide Visit Visit Websi Website #nxbris Let’s Test This… 7

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris Against This! #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. Multi-Channel Attribution 3. 8

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  What You’ll Need: ◦ Google Analytics ◦ Understanding on different traffic sources ◦ A gallon of marketing nous #nxbris 9

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  Discover what traffic sources are assisting assisting your conversion but are not directly responsible not directly responsible for them  Understa Understand nd where you need to invest your invest your marketing dollars marketing dollars in the earlier stages earlier stages of the purchase funnel in order to drive conversions drive conversions  Example… #nxbris 10

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris #nxbris  To get started: ◦ https://analyticsacademy.withgoogle.com/course ◦ https://support.google.com/analytics/answer/1191180?hl =en + 11

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. Multi-Channel Attribution 3. Form Incentives 4. #nxbris  What You’ll Need: ◦ An online enquiry form ◦ A great incentive ◦ A teaspoon of marketing nous 12

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. Multi-Channel Attribution 3. Form Incentives 4. Gamification 5. 13

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  What You’ll Need: ◦ A target behavior for users ◦ A developer friend ◦ 400g of marketing nous #nxbris  It’s not not building a game…  Utilising game mechanic game mechanics s to engage and motivate your audience.  Use a gamification strategy to encourage engagement, retu engagement return rn custo custom and increased basket increased basket sizes sizes! Bene nefi fits o of Gami mificat fication on Explai ained ned 14

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  Examples… #nxbris  Examples… 15

PAUL GOLDSTON - RELOAD MEDIA NETWORX 19 FEB 2014 #nxbris  Examples… #nxbris UTM Tracking 1. Conversion Rate Optimisation (CRO) 2. Multi-Channel Attribution 3. Form Incentives 4. Gamification 5. Presentation C esentation Compl mplete te 16