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Is your company tracking digital marketing efforts through a web analytics platform like Google Analytics? If not, you may be wasting your time if you don’t know which strategies are driving traffic and converting visitors to leads or sales. Formic Media will provide you with the essential data your business needs to track in order to improve your business online. The presentation covers initial set-up of Google Analytics, a walk-through of the reporting interface and how to best use the data available to make ongoing improvements and track campaign performance.
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Measure Your Marketing Efforts with Google Analytics
Presenter: Date:
Anna Hutson (@AnnaHutson & @formicmedia) July 10th, 2013
Formic Team
• Launched in 2008 to service small business & partners
• Specializes in localized search, social, and mobile marketing
• 100% of Account Team Google AdWords & Google Analytics Certified
• 8 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,
etc.) • Focus on education via monthly Seminar Series
Agenda
Analytics Introduction Google Analytics Interface Report Options Conversion Optimization Q&A
Interpreting Google Analytics
Why Use Google Analytics? • Enterprise –level analytics software for free* • Robust • Quick & easy to install • Large user-base • Community-supported • Continually evolving and improving
• *Apps, Gmail and Analytics offer premium services for a fee
What Measure website visitor behavior and performance
Why Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster
Tools How
Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page
Who Anyone that has to make decisions about your website, online campaigns and other marketing efforts
Interpreting Google Analytics
GA Tracking Code
Profile Filters
Google Analytics
Highlights Utilize custom reports & advanced segments Create conversion funnels Factor in e-commerce & goal tracking
Custom Dashboard
Google Analytics Alerts
Google Analytics Key Terms • Conversion Funnel • Business Objectives • Goals • Metrics • Key Performance Indicators • Dimensions • Segments
Interpreting Google Analytics
Key Term: Conversion Funnel
Interpreting Google Analytics
Key Term: Conversion Process
Interpreting Google Analytics
Key Term: Goals
Interpreting Google Analytics
Key Term: Metrics
Interpreting Google Analytics
Key Term: Dimensions
Interpreting Google Analytics
Key Term: Advanced Segmentation
Interpreting Google Analytics
Key Term: KPI Dashboard • Site-wide Organic Traffic • Total Unique Keywords Driving Organic Traffic • Referral Traffic Growth • Individual Channel Net CPA • Growth in Total Conversion Value
Interpreting Google Analytics
Report Options
Reporting: Top Mediums
Interpreting Google Analytics
Reporting: Top Content
Interpreting Google Analytics
Reporting: Top Keywords
Interpreting Google Analytics
Reporting: Goals
Interpreting Google Analytics
Reporting: Funnel Visualization
Interpreting Google Analytics
Reporting: Custom Reports
Interpreting Google Analytics
Reporting: Ecommerce
Interpreting Google Analytics
Conversion Optimization
Usability Fast Facts • You have <8 seconds to capture a visitor’s attention • 96% of website visitors are not ready to buy • Product videos can increase purchase by 144% • A 1s delay in site speed = 7% reduction in
conversions • 61% of companies do less than 5 tests per month • More landing pages = more leads
Interpreting Google Analytics
Website Conversion by Industry
Interpreting Google Analytics
A/B Testing Plan • Define the objective/challenge • Develop a hypothesis to test • Select test components • Set up test (software or service) • Analyze the data • Implement the ideal design • Continue to test against benchmark
Interpreting Google Analytics
A/B Testing Elements • Landing page layout (colors & fonts) • Imagery (banners, logos, people, etc.) • Icons (navigation & CTA buttons) • Headline • Copy (messaging, bullets, short, long) • Call-to-action • Forms • Pricing (discounts/promo)
Interpreting Google Analytics
Landing Page Template
Interpreting Google Analytics
Landing Page Best Practices • Start with a simple, proven template • Make unique value propositions clear • Keep copy short and sweet • Utilize short forms liberally • Include trust marks • Incorporate chat/click-to-call • Test price-based messaging ($, %, #) • Segment your visitors • Test multi-step pages to identify weaknesses
Interpreting Google Analytics
What We Do
Services
Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".
PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.
WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.
PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.
FREE SEMINARS
Q & A!
Contact Anna Hutson for more information [email protected]
503.517.9059 x123 @AnnaHutson & @formicmedia
