driving roi from google analytics 2017

Andy Halko@andyhalko

DRIVING ROI FROM ANALYTICS

Insivia@insivia

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

OUR GOAL IS REVENUE

OPTIMIZING eTHE FUNNEL w

CAN HAVE ` HUGE ` IMPACT `

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

REVENUE MAPPING

TONS AND TONSOFDATA

MARKETING IS

SCIENCEAND ART

INTERPRETDO NOT RELY ON SINGLE POINTS OF DATA.

ANALYZE LONG-TERM COMBINE DISCOVERIESALWAYS BE TESTING

BOUNCE RATEHERE 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

INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THANOVERALL SITE BOUNCE RATE

WORRY IF OVER 50%KEEP IMPROVING AT 50%

AIM FOR 25%

DETERMINING THE CAUSE

EXPERIENCEOverall DesignLoad TimeDistractionsInterruptions

PRIMARY MESSAGEMessage does not match campaign or source.

ACTIONSHidden NavigationNo Primary ActionConfusing Navigation

AUDIENCERight or Wrong

PERSPECTIVEFILTERS, SEGMENTS, GROUPING & CUSTOM VARIABLES

PROFILE FILTERINGTYPES OF FILTERS:Your Company

Campaigns

Channels

Regions

Devices

FOCUS INTO CLEARLY SEE TRENDS

SEGMENTS & METRICSCOMPARE SUBSETS TO SEE IMPACTS

GROUPING CONTENTSEE PAGES TOGETHER

CUSTOM VARIABLESADD YOUR OWN DATA TO VISITORS

TYPES OF VARIABLES:Specific Users

Subscribers

Membership Levels

REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS

GOALSMAKE SURE YOU COUNT THE WINS

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.

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.

SOME CONVERSION OPTIMIZATION BASICSPrimary 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

AUDIENCETHE WHO

LEARN ABOUT YOUR AUDIENCE

Technology

Mobile

Benchmarking

User Flow

Demographics

Interests

Geography

Behavior

DEMOGRAPHICS

BENCHMARKING

ACQUISITIONTHE WHERE

WHERE PEOPLECOME FROM

Channels

Treemaps

Source / Medium

Referrals

AdWords Campaigns

Search Queries

Social

Campaigns

CHANNELS

TREEMAPS

INBOUND LINKS

BEHAVIORTHE WHAT

WHAT ARE PEOPLE DOING

Content

Landing Pages

Exits

Site Speed

Site Search

Events

CONTENT

EXITS & FLOW

EVENTS

EXPERIMENTSTEST WHAT WORKS.

A/B TESTINGCompare results between variations.

OTHER ANALYTICSCLICK, EYE, SCROLL, SOCIAL, SCORING

HEAT MAPPING

Human Psychology plays a big role in usability.

CLICK + SCROLL TRACKING

Visualize how people interact with your site.

COMBINE INSIGHTS FROM OTHER SYSTEMS

Visualize how people interact with your site.

WEBMASTER TOOLSKEY PHRASESLINKS TO YOUR SITESITE SPEED

CRAWL ERRORSSITEMAPSSEARCH APPEARANCE

INSTALL GOOGLE TAG MANAGER

WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?

Andy Halko@andyhalko

Insivia@insivia

Get the slides at insivia.com/seminar/google-analytics-workshop/