Don’t drown yourself in data- align your analytics to your marketing plan and get the information you need to make educated decisions on what to improve on your website and internet marketing.

1. smart marketing.©
How to Use (Google) Analytics to
Improve Your Website
"It's not just about having a website
…it is about marketing smarter."

2. What Is Web Analytics?
Wikipedia.org says:
“Web Analytics is the
measurement of the
behavior of visitors to a
website. In a commercial
context, it refers to the
measurement of which
aspects the website work
towards the business
objectives.”

3. What You Can
Expect to Learn
Exp ect
 How to tie your business
goals to your website and
internet marketing.
 How to determine if you are
getting the right traffic
coming to your site.
 How to optimize your site
to capitalize on the right
traffic.

4. What You Can Also
Expect to Learn
Exp ect
How to meas ure other
(internet) mark eting
efforts like:
 PPC
 SEO
 Email
 Social Media
 Offline (r adio, TV,
print)

5. Step 1- Have An…

6. Who is your customer?
Ma rke t ing 101 - Ide nt if y
yo ur audi e nce
 Demo gra phi cs
 Age , Sex, Inc ome,
Fam ily, Geog rap hy,
etc
 Mo ti vat io ns
 Their goals
 Their nee ds
 Their wan ts
 The risk to them ($,
esteem , statur e, job )

7. What do you want them
to do?
Set your bus ine ss goals and
marke ting objectives.
What steps of your sales process are
completed online?
Plan out your micro and macro CTAs
page by page.
Som e exam ples:
 Re gi stration for eve nts
 Shopping cart adds
 Learn more about your
products , servi ces, policies
 Sign up for mai ling list
 Vi sit your store or contact you

8. An example.
Acm e Software co mpany ne eds their
web site to ge nerate and nurture their
sales leads.
Their macro goal is for visitors to
reque st a so ftwa re demo or free trial.
Som e exam ples of the micro actions
visitors might take:
 Produc t Page Views
 Cas e Study Down loads
 Read a blog post
 Follow on Twitter
 View Cus to mer testimonials

9. An example.
Acme Softwa re company needs their
we bsi te to generate and nurture their
sales leads.
Th eir macro goal is for vi si tors to
request a software demo or free trial.
Some exa mples of the mi cro actions
vi sitors mi ght take:
 Pr od uct Pa ge Vi ew s
 Ca se Stu dy Down lo a ds
 Re ad a blo g post
 Fo l lo w on Twi tt er
 Vi ew Cust omer testi mon ia l s
Th e se ca n al so be ca ll ed su cce ss eve nt s.

10. How to measure what
you want them to do.
Ident ify your Key Per formanc e
Ind ic at or s (KPIs )
Business Success KPI
Goal Event
Increase Completed Form
online leads RFP or RFI Conversion
form Rate
Page
Bounce
Rate

11. Now that you have
your new found data
Tak e on the role of an ana lys t and
fix the ho les in the funnel.
Don’t jus t say, “Oh, look at wha t
ha ppene d to our page vi ews
yes terday whe n we sent tha t
email…”
The goal of us ing analy tic s is no t
to obser ve the data and then
stop.
What you shoul d do is to tak e a
look at the dat a and us e it to
mak e the next dec is ion.

12. Now that you have
your new found data
Thi s br ings us to the thir d ques tion
in our ac tion plan.
“Ho w to get them to tak e action? ”
Ins tead of react ing to your data,
look for way s to improve the
proc es s for your cus t ome rs .
Examp le: 10% of our vis itors left
the conv e rs ion pr oces s at thi s
page. Wha t is mi ss ing from the
page, what is not appealing on
the page?

13. Lets take a live look to
see how this all play
out.

14. smart marketing.
Questions
Con nec t to lear n more:
www.min ternetmar keting .com
/mahon eyin ternetmar keting
@min etmarketin g
in /car olem ahon ey