Web analytics on less than a dime

Web Analytics on Less Than A Dime

Christopher S. Penn, VP Strategy and Innovationwww.BlueSkyFactory.com

Slides available Monday atblog.blueskyfactory.com

Do not print this unless you really need to.

www.BlueSkyFactory.com

The corporate plug:

If you send more than 25,000 emails a month, we can help you make more money and reach more customers. Ask us how.

$0.00

Marketing

Sales

Product and Service

Attract

Convert

Energize

Qualified Leads

Customers

Evangelists

Qualified leads

www.Google.com/analytics

The problem with Analytics

VisitsUnique visitorsTime on page

ReferrerClick path

Navigation AnalysisScreen Size

BrowserOperating System

Traffic sourceKeywords

Search queriesTop landing pages

Top exit pagesBounce rate

VisitsUnique visitorsTime on page

ReferrerClick path

Navigation AnalysisScreen Size

BrowserOperating System

Traffic sourceKeywords

Search queriesTop landing pages

Top exit pagesBounce rate

DO NOT MATTER

KPIKey

PerformanceIndicators

How many qualified leads is your web

site creating?

Case Study

Lifetime value of a student is $1,800

Closing rate is 90%

75% fill out the web form & come in

A web lead is worth 67% of $1,800

=$1,200

What is a qualified lead worth to you?

Standard view of analytics

Goal-focused analytics

Standard view of analytics

Goal-focused view of analytics

http://bit.ly/urlbuilder

Apply to anything

ALWAYS apply to an ad spend!

Case study conclusion

Total spent on site: $4,000

Total earned on site: $188,400

testing

HIPPO Problem

airline magazine syndrome

www.Google.com/websiteoptimizer

Review

KPIKey

PerformanceIndicators

Qualified leads

test

DiscussionChristopher S. Penn

christopherspenn.comtwitter.com/cspenn

Blue Sky Factoryblueskyfactory.com

twitter.com/blueskyfactory