measure your marketing efforts with google analytics

Measure Your Marketing Efforts with Google Analytics

Presenter: Date:

Anna Hutson (@AnnaHutson & @formicmedia) July 10th, 2013

Formic Team

• Launched in 2008 to service small business & partners

• Specializes in localized search, social, and mobile marketing

• 100% of Account Team Google AdWords & Google Analytics Certified

• 8 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

Agenda

Analytics Introduction Google Analytics Interface Report Options Conversion Optimization Q&A

Interpreting Google Analytics

Why Use Google Analytics? • Enterprise –level analytics software for free* • Robust • Quick & easy to install • Large user-base • Community-supported • Continually evolving and improving

• *Apps, Gmail and Analytics offer premium services for a fee

What Measure website visitor behavior and performance

Why Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster

Tools How

Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page

Who Anyone that has to make decisions about your website, online campaigns and other marketing efforts

Interpreting Google Analytics

GA Tracking Code

Profile Filters

Google Analytics

Highlights Utilize custom reports & advanced segments Create conversion funnels Factor in e-commerce & goal tracking

Custom Dashboard

Google Analytics Alerts

Google Analytics Key Terms • Conversion Funnel • Business Objectives • Goals • Metrics • Key Performance Indicators • Dimensions • Segments

Interpreting Google Analytics

Key Term: Conversion Funnel

Interpreting Google Analytics

Key Term: Conversion Process

Interpreting Google Analytics

Key Term: Goals

Interpreting Google Analytics

Key Term: Metrics

Interpreting Google Analytics

Key Term: Dimensions

Interpreting Google Analytics

Key Term: Advanced Segmentation

Interpreting Google Analytics

Key Term: KPI Dashboard • Site-wide Organic Traffic • Total Unique Keywords Driving Organic Traffic • Referral Traffic Growth • Individual Channel Net CPA • Growth in Total Conversion Value

Interpreting Google Analytics

Report Options

Reporting: Top Mediums

Interpreting Google Analytics

Reporting: Top Content

Interpreting Google Analytics

Reporting: Top Keywords

Interpreting Google Analytics

Reporting: Goals

Interpreting Google Analytics

Reporting: Funnel Visualization

Interpreting Google Analytics

Reporting: Custom Reports

Interpreting Google Analytics

Reporting: Ecommerce

Interpreting Google Analytics

Conversion Optimization

Usability Fast Facts • You have <8 seconds to capture a visitor’s attention • 96% of website visitors are not ready to buy • Product videos can increase purchase by 144% • A 1s delay in site speed = 7% reduction in

conversions • 61% of companies do less than 5 tests per month • More landing pages = more leads

Interpreting Google Analytics

Website Conversion by Industry

Interpreting Google Analytics

A/B Testing Plan • Define the objective/challenge • Develop a hypothesis to test • Select test components • Set up test (software or service) • Analyze the data • Implement the ideal design • Continue to test against benchmark

Interpreting Google Analytics

A/B Testing Elements • Landing page layout (colors & fonts) • Imagery (banners, logos, people, etc.) • Icons (navigation & CTA buttons) • Headline • Copy (messaging, bullets, short, long) • Call-to-action • Forms • Pricing (discounts/promo)

Interpreting Google Analytics

Landing Page Template

Interpreting Google Analytics

Landing Page Best Practices • Start with a simple, proven template • Make unique value propositions clear • Keep copy short and sweet • Utilize short forms liberally • Include trust marks • Incorporate chat/click-to-call • Test price-based messaging ($, %, #) • Segment your visitors • Test multi-step pages to identify weaknesses

Interpreting Google Analytics

What We Do

Services

Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".

PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.

SEARCH ENGINE OPTIMIZATION

Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.

WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.

SOCIAL MEDIA MARKETING

We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.

PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.

FREE SEMINARS

Q & A!

Contact Anna Hutson for more information anna@formicmedia.com

503.517.9059 x123 @AnnaHutson & @formicmedia