Big data is all the rage. But is it really relevant to your business? Probably not. But there is data that is relevant to virtually every business. And it's right there at your fingertips if you know where to look. Sadly, most businesses ignore the little things that are critical to their marketing. Your Analytics are telling you exactly how to make your site more effective, but only if you know how to listen. In this marketing presentation, you'll learn the two metrics that matter most in digital marketing: traffic and conversion rates. - Why most marketers aren't tracking them properly (or using the data at all) - How these two numbers impact each other - Practical ways to increase them immediately CMO's, marketing directors & managers, social media pros, entrepreneurs as well as anyone with a website will find this practical, non-technical presentation useful. You will leave with step-by-step instructions on how to get big results from the little data you already have.

1. Andy Crestodina
Orbit Media Studios
@crestodina
Forget Big Data

2. Source: McKinsey & Company
Marketing Aren’t Using Data Enough
50%of companies struggling to
measure the impact of digital
marketing on sales and profit

3. Source: McKinsey & Company
Marketing Aren’t Using Data Enough
63%of projects do not use marketing
analytics to inform decisions

4. Objective
HOW TO USE DATA TO MAKE
SMART MARKETING DECISION$

5. Big data is like teenage sex…
Everyone talks about it,
nobody really knows how to do it,
Everyone thinks everyone is doing it,
So everyone claims they are doing it right.
Dan Ariely
Author, Professor

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

7. Traffic x Conversion Rate =
Leads
…so let’s make it simple

9. 9
1. TRAFFIC
The total number of visitors to the website
2. CONVERSION RATE
The percentage of visitors who take action
– Leads
– Customers
– Subscribers
– Donors
– Register for events
It comes down to two little numbers

10. The Funnel
$

11. The Funnel +
Marketing

12. 12
Types of traffic…

13. Visitor Flow

14. 14
Where there’s traffic, there’s hope!

15. TOP
OF THE FUNNEL

17. Audience Overview Report

18. Healthy!
Risky…
Diversify Your Traffic Sources

19. Diversify Your Traffic Sources

20. 20
Top Content Report

21. 21
Find Your Traffic Champions

22. 22
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
The spike …and the long tail

23. Which posts have the most
ranking potential?
Low Hanging SEO Fruit

24. 24
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!

25. 25
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page 2…

26. 1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase
How to find posts with traffic potential

27. If GE only knew…

28. Poor Job of Indicating Relevance…

29. • Once in the beginning of the Title <title>
• Once in the Header <H1>
• 4 – 6 times in the Body text
• In the link text of other pages linking to the
page
Link, Link! Nudge, Nudge!
Now, Indicate the Relevance (on-page SEO)

30. GE Search Opportunity

31. 31
Finding Internal Linking Candidates

32. Finding Internal Linking Candidates

33. • Improve the quality with more detail and length
• Target a different (longer, less competitive)
phrase
• Create more content on related topics, link.
• Create content in another format…
Still not ranking?

34. 34
Source: Periodic Table of Content
The Periodic Table of Content

35. MIDDLE
OF THE FUNNEL

37. 37
Campaign Report

38. Heat Maps

39. “From day one I knew that in the end, what
was most important was going to be email…”
Source: Capturing Emails and
Committing to Quality
Copyblogger (Feb, 2014)
- Michael Stelzner
Strength the Middle of the Funnel

40. Before…
After…
Conversion Optimization for Subscribers

41. 41
1900% Increase in Subscribers

42. 42
• Prominent
• Promise
• Proof
Why did it work?

43. • Tons of Form Fields
• Asking for Personal Info
• No Proof, No Promise
Worst Signup Form Ever…

44. Which are the most compelling
posts on your blog?
Find Your Conversion Champions

45. 45
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers Per Blog Post

46. 46
Pageviews per Blog Post

47. …also known as conversion rate!
Subscribers per Pageview Per Blog Post

48. 48
Let’s watch that in slow mo…

49. • Put it into heavy rotation on the social networks
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write and pitch a guest post linking back to the
page
• Write a roundup of your best posts, put it at the
top
• Link to the post from other high traffic pages
Now drive some traffic to it…

50. Lewis Carroll
Alice in Wonderland
“If you don’t know where you are going,
any road will get you there.”

51. BOTTOM
OF THE FUNNEL

53. 53
Conversion Report

54. Why do visitors take action?

55. 55
Testimonials & Social Proof

56. 56
Never Make a Testimonials Page

57. When you say it, it’s marketing.
When they say it, it’s social proof.
Social Proof and Testimonials

58. 58
Subsequent Conversions

59. Subsequent Conversions

60. Combine Your Champions

61. 61
EXAMPLE: How to Market an Event

62. 62
EXAMPLE: How to Market an Event

63. 63
EXAMPLE: How to Market an Event

64. 64
EXAMPLE: How to Market an Event

65. 65
Where there’s traffic, there’s hope!

66. • Blogging Template
Shared Google Doc
• Andy Crestodina
@crestodina
orbitmedia.com/blog
A thank you gift… for you.

67. Andy Crestodina
orbitmedia.com/blog
Thank you!