2. THINK SMART .ACT BOLD.
A growth & innovation agency.
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization
9. INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.
ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING
10. 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
11. INDIVIDUAL PAGE BOUNCE
RATE IS SIGNIFICANTLY MORE
IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY IF OVER 50%
KEEP IMPROVING AT 50%
AIM FOR 25%
12. DETERMINING THE CAUSE
EXPERIENCE
Overall Design
Load Time
Distractions
Interruptions
PRIMARY MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation
AUDIENCE
Right or Wrong
17. CUSTOM VARIABLES
ADD YOUR OWN DATA TO VISITORS
TYPES OF VARIABLES:
Specific Users
Subscribers
Membership Levels
REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS
19. 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.
20. 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.
21. 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
46. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Get the slides at
insivia.com/seminar/google-analytics-workshop/