Wine & Web #33

Andy Crestodina@crestodina #wineweb

Analytics for Bloggers

(SR) CTR = VV x CR = L

(L x CL)(P – Dc) = $

L = leadsP = priceCL = closing rateDc = delivery costs$ = profit!

S = search volumeR = rankCTR = click through V = visitsCR = conversion

Website ROI is complicated…

Traffic x Conversion Rate = $

…so let’s make it simple

1. TRAFFICThe total number of visitors to the website

2. CONVERSION RATEThe percentage of visitors who take action– Leads– Customers– Subscribers– Donors– Etc.

It comes down to two little numbers

The Funnel

The Funnel +Marketing

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Types of traffic…

Visitor Flow

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Where there’s traffic, there’s hope!

TOPOF THE FUNNEL1

TOP of the Funnel

Audience Overview Report

Healthy!

Risky…

Diversify Your Traffic Sources

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Top Content Report

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Find Your Traffic Champions

Initial spike from email marketing and social promotion(one week)

20 to 40 visits per dayfrom organic search(months or years)

The spike …and the long tail

Which posts have the most ranking potential?

Low Hanging SEO Fruit

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Queries Report with Advanced Filter for “Average Position” set to Greater than 10

Posts that rank high on page two!

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Queries Report with Advanced Filter for “Average Position” set to Greater than 10

Posts that rank high on page 2…

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

• 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)

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Finding Candidates for Internal Links

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Finding Candidates for Internal Links

• 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?

MIDDLEOF THE FUNNEL2

MIDDLE of the Funnel

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Campaign Report

Heat Maps: Crazy Egg

“From day one I knew that in the end, what was most important was going to be email…”

Source: Capturing Emails andCommitting to QualityCopyblogger (Feb, 2014)

- Michael Stelzner

Strengthen the Middle of the Funnel

Before

After

Conversion Optimization for Subscribers

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1900% Increase in Subscribers

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• Prominent• Promise• Proof

Why did that work?

• Tons of Form Fields• Asking for Personal Info• No Proof• No Promise

Worst Signup Form Ever

Which are the most compelling posts on your blog?

Find Your Conversion Champions

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Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

Subscribers Per Blog Post

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Pageviews Per Blog Post

…also known as conversion rate!

Subscribers Per Pageview Per Blog Post

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How to Find Conversion Champions

• 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 put on your traffic driving gloves!

BOTTOMOF THE FUNNEL3

BOTTOM of the Funnel

Conversion Report

Why Do Visitors Convert?

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Social Proof and Testimonials

When you say it, it’s marketing.When they say it, it’s social proof.

Social Proof and Testimonials

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Never Make a Testimonials Page

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Subsequent Conversions

Subsequent Conversions

Combine Your Champions

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EXAMPLE: How to Market an Event

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EXAMPLE: How to Market an Event

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EXAMPLE: How to Market an Event

EXAMPLE: How to Market an Event

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Where there’s traffic, there’s hope!

BONUS! Author Stats Report

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BONUS! Author Stats Report

Wine & Web

Andy Crestodina@orbiteers #wineweb

Thank you!