If you don't know what's working, you can't keep improving. Measuring results is a big part of the fun in web marketing. I've often said that web marketing is a sport and Google Analytics is the scoreboard. In this month's Wine and Web, we'll dig into Analytics to see how our sites are performing. This is how return-on-investment (ROI) is measured. Measuring traffic from various sources... Direct Traffic Search Engine Traffic Email Marketing Traffic Social Media Traffic ...and we'll see what visitors from these sources are doing. Visitor Flow: What pages are they visiting? Engagement: How long are they staying? How many pages are they seeing? Conversion Rate: How many are "converting" from visitors into leads or customers? This presentation (and discussion) was originally given on 6/19/2012. It was an overview of Google Analytics with a focus on ROI. It's relevant to anyone with a marketing website and Google Analytics installed. It's especially useful to website owners who are active in web marketing or anyone who is looking to improve results!

1. Wine & Web
Google Analytics & Website ROI
Andy Crestodina
@crestodina #wineweb

2. Website ROI
(SR) CTR = V
V x CR = L
(L x CL)(P – Dc) = $
S = search volume L = leads
R = rank P = price
CTR = click through CL = closing rate
V = visits Dc = delivery costs
CR = conversion $ = profit!

3. Website ROI made simple…
Traffic x Conversions = $

4. Traffic Sources
How did they get here?

5. Traffic Diversity
Healthy!
Risky…

6. Traffic Diversity: Social, Email, Search

7. Social Traffic

8. Email Traffic (Campaigns)

9. Search Traffic

10. Content
What are they doing here?

11. Google Analytics: Visitor Flow

12. Google Analytics: Top Pages

13. Heat Maps: Crazy Egg

14. Conversions!
This is the point, right?

15. Types of Conversions: Revenue
1. Leads (lead generation)
2. Customers (ecommerce)
3. Donors (non-profit)

16. Types of Conversions: Engagement
1. Subscriber (email marketing)
2. Fan / Follower (social media)
3. Member (community)
4. Registrant (webinars, downloads)

17. Setting Up Goals

18. Setting Up Goals

19. Setting Up Goals

20. Funnel Visualization

21. Social Media Conversions

22. Ecommerce Conversions

23. Understanding Visitors
Why do people visit?
Why do they convert?

24. The Sales Funnel

25. Why Do / Don’t Visitors Convert?

26. Typical Problem: Long Forms

27. Wine & Web
Thank you!
@orbiteers #wineweb