Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
2. THINK SMART.
ACT BOLD.
CREATE
STRATEGIES
AUDITS
CONSUMER
RESEARCH
PERSONA
DEVELOPMENT
POSITIONING
CHANNEL
PLANNING
STRATEGIC
PLANS
SALES
PROCESS
MAPPING
MESSAGE
DEVELOPMENT
REACH
PROSPECTS
SEARCH
OPTIMIZATION
PPC
/
ADVERTISING
CONTENT
MARKETING
SOCIAL
MEDIA
E-‐MAIL
MARKETING
MARKETING
AUTOMATION
DIRECT
MAIL
PUBLIC
RELATIONS
CONVERT
LEADS
WEB
DESIGN
MOBILE
APPS
INTERACTIVE
EXPERIENCES
WEB
APPS
/
TOOLS
VIDEO
MOTION
GRAPHICS
MICROSITES
A/B
TESTING
CLOSE
SALES
E-‐COMMERCE
PRODUCT
CONFIGURATORS
ONLINE
ESTIMATORS
PRESENTATIONS
SALES
COLLATERAL
AUGMENTED
REALITY
ONLINE
PROPOSALS
CRM
6. YOUR WEBSITE
THE JUICE MEAT
OF YOUR FUNNEL
• KEEP
PEOPLE
ON
THE
SITE
• MAKE
IT
EASY
TO
FIND
WHAT
THEY
WANT
FAST
• MAKE
IT
COMPREHENSIBLE
• DRIVE
ACTION
• SERVE
SUSPECTS
AS
MUCH
AS
PROSPECTS
10. INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.
ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING
11. BOUNCE RATE
HERE AND GONE.
(probably to your competitor)
A
bounce
can
be...
Clicking a link to a different site
Clicking the back button
Typing in a new URL
Closing a window
12. INDIVIDUAL PAGE BOUNCE RATE
IS SIGNIFICANTLY
MORE IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY
IF
OVER
50%
KEEP
IMPROVING
AT
50%
AIM
FOR
25%
13. DETERMINING THE CAUSE
SITE
EXPERIENCE
Overall Design
Load Time
Distractions
PRIMARY
MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation
AUDIENCE
Right or Wrong
18. CUSTOM VARIABLES
ADD YOUR OWN
DATA TO VISITORS
TYPES OF VARIABLES
Specific Users
Subscribers
Membership Levels
REALLY
ANYTHING
CAN HELP YOU
SEE SPECIFIC
TRENDS
20. WHAT MATTERS TO YOU
ACTION POINTS
Call
Contact Form
Complete Order
Where To Buy
Event Registration
NURTURE POINTS
Newsletter Sign-Up
Demo
Social Connection
Download
Share
Always setup Goals in Analytics &
connect third-party software.
21. ASSIGN VALUE
GOAL
Call
Contact Form
Where To Buy
Event Registration
Newsletter Sign-Up
Demo
Download
VALUE
$ 100
$ 90
$ 150
$ 20
$ 5
$ 50
$ 6
Just because it does not have a direct dollar
does not mean it isn’t worth anything.
22. SOME CONVERSION
OPTIMIZATION BASICS
Primary CTAs on every page
in prime locations.
Simple, easy forms.
Keep actions above the fold.
Don’t get all fancy wordsmith-y.
Less steps.
Value. Value. Value.
OH,
AND…
GREAT
DESIGN
&
SMART
MESSAGING
ALONE
CAN
MAKE
A
MAJOR
IMPACT
ON
VALIDATION
FOR
PROSPECTS