1. Andy
Halko
@andyhalko
Insivia
@insivia
GOOGLE
ANALYTICS 101

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

3. OUR GOAL IS
REVENUE

4. OPTIMIZING e
THE FUNNEL w
CAN HAVE `
HUGE `
IMPACT `

5. EVERY STEP
IN THE
PROCESS IS A
CHANCE TO
WIN OR LOSE
CUSTOMERS.

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

7. REVENUE MAPPING

8. GOOGLE ANALYTICS
TONS AND TONS OF DATA

9. MARKETING IS
SCIENCE
AND ART

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

14. GET PERSPECTIVE
FILTERS, SEGEMENTS, GROUPING &
CUSTOM VARIBALES

15. PROFILE FILTERING
TYPES OF FILTERS
Your Company
Campaigns
Channels
Regions
Devices
FOCUS
IN TO
CLEARLY
SEE
TRENDS

16. SEGMENTS & METRICS
COMPARE SUBSETS
TO SEE IMPACTS

17. GROUPING CONTENT
SEE PAGES TOGETHER

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

19. GOALS
MAKE SURE YOU COUNT THE WINS

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

23. AUDIENCE
THE WHO

24. LEARN ABOUT
YOUR AUDIENCE
Technology
Mobile
Custom
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior

25. BEHAVIOR

26. BENCHMARKING

27. AQUICITION
THE WHERE

28. WHERE PEOPLE
COME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns

29. CHANNELS

30. TREEMAPS

31. OPTIMIZE LINKS

32. BEHAVIOR
THE WHAT

33. WHAT ARE
PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events

34. CONTENT

35. EXITS & FLOW

36. EVENTS

37. EXPERIMENTS
TEST.

38. A/B TESTING
COMPARE RESULTS FROM
TWO VERSIONS

39. STOP GUESSING

40. OTHER ANALYTICS
CLICK, EYE, SCROLL, SOCIAL, SCORING

41. Heat
Mapping
+
Human
Psychology

42. CLICK
TRACKING
Feel the heat.

43. SCROLL
TRACKING
You don’t have
to guess if long
pages work.

44. WHERE DO WE RANK?
SEARCH OPTIMIZATION

45. WEBMASTER TOOLS
KEY PHRASES
LINKS TO YOUR SITE
SITE SPEED
CRAWL ERRORS
SITEMAPS
SEARCH APPEARANCE

46. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy
Halko
@andyhalko
Insivia
@insivia
Obtain the slides at
Insivia.com/columbus-smps