How to Use (Google) Analytics toHow to Use (Google) Analytics toImprove Your WebsiteImprove Your Website

smart marketingsmart marketing.

"It's not just about having a website"It's not just about having a website

……it is about marketing smarter."it is about marketing smarter."

©

What Is WebWhat Is Web Analytics?Analytics?

Wikipedia.org says:“Web Analytics is the

measurement of thebehavior of visitors to awebsite. In a commercialcontext, it refers to themeasurement of whichaspects the website worktowards the businessobjectives.”

What You CanWhat You CanExpect toExpect to LearnLearn

How to tie your businessgoals to your website andinternet marketing.

How to determine if you aregetting the right trafficcoming to your site.

How to optimize your siteto capitalize on the righttraffic.

What You Can AlsoWhat You Can AlsoExpect toExpect to LearnLearn

How to measure other(internet) marketingefforts like:

PPC SEO Email Social Media Offl ine (radio, TV,

print)

Step 1- HaveStep 1- Have AnAn……

Who is your customer?Who is your customer?

Market ing 101- Ident ifyyour audience

Demographics Age , Sex, Income,

Family, Geography,etc

Motivat ions Their goals Their needs Their wan ts The risk to them ($,

esteem, statur e, job )

WhatWhat do you want themdo you want themto do?to do?

Set your bus iness goals andmarke ting object ives.

What steps of your sales process arecompleted online?

Plan out your micro and macro CTAspage by page.

Some examples: Re gistration for eve nts Shopping cart adds Learn more about your

products , servi ces, policies Sign up for mai ling list Visit your store or contact you

An example.An example.Acme Software company needs their

website to generate and nurture theirsales leads.

Their macro goal is for visitors torequest a so ftware demo or free tr ial .

Some examples of the micro act ionsvisi tors might take: Produc t Page Views Case Study Down loads Read a blog post Fol low on Twitter View Cus tomer test imonials

An example.An example.Acme Softwa re company needs their

we bsi te to generate and nurture theirsales leads.

Th eir macro goal is for vi si tors torequest a software demo or free trial.

Some exa mples of the micro actionsvi sitors might take: Product Page Views Case Study Downloads Read a blog post Fol low on Twi tter View Customer testimonia ls

These can also be called success events.

How to measure whatHow to measure whatyou want them to do.you want them to do.

Ident ify your Key Per formanc eInd icators (KPIs )

FormConversionRatePageBounceRate

CompletedRFP or RFIform

Increaseonline leads

KPISuccessEvent

BusinessGoal

Now that you haveNow that you haveyour new found datayour new found data

Take on the role of an ana lyst andfix the ho les in the funnel.

Don’t just say, “Oh, look at wha tha ppene d to our page viewsyesterday whe n we sent tha temail…”

The goal of using analytics is no tto observe the data and thenstop.

What you should do is to take alook at the data and us e it tomake the next decis ion.

Now that you haveNow that you haveyour new found datayour new found data

This br ings us to the third questionin our action plan.

“Ho w to get them to take action? ”

Ins tead of react ing to your data,look for ways to improve theprocess for your custome rs.

Examp le: 10% of our vis itors leftthe conve rsion process at thi spage. Wha t is missing from thepage, what is not appealing onthe page?

Lets take a live look toLets take a live look tosee how thissee how this all playall play

out.out.

QuestionsQuestionssmart marketingsmart marketing.

Connec t to learn more:

www.minternetmarket ing.com

/mahoneyinternetmarket ing

@minetmarket ing

in /carolemahoney