DATA DRIVEN WEBSITE OPTIMIZATION

:: BEFORE WE GET STARTED… •  What organizations in the room are using Google

Analytics (or another tracking tool)?

•  Who is tracking goals or conversions within Google Analytics?

:: OPENING THE BOX •  Google Analytics data can be powerful “right out of the box.”

•  Still, in order to fully leverage the power of this data to optimize your website, you need to be tracking goals and/or conversions.

•  Analytics data should drive business insights.

•  Let’s talk about that.

:: WHAT ARE GOALS/CONVERSIONS? •  A goal or a conversion is any desired action you want your user

to take.

•  Goals can come in many forms depending on your organization.

•  The most effective optimizers are tracking both “hard” and “soft” conversions to gather data and insights.

:: WHAT CAN YOU TRACK?

HARD CONVERSIONS

•  DONATE •  BUY TICKETS TO AN EVENT •  SUBSCRIBE TO NEWSLETTER •  ASSET DOWNLOADS

SOFT CONVERSIONS

•  ENGAGED VISITS (time on site, visit depth, etc.)

•  SOCIAL CHANNEL CLICKS •  VIDEO VIEWS

:: WHAT CAN YOU TRACK? •  Every website’s tracking goals and KPIs will be as different as

your data. Examples abound, but see a few below. •  Focus on what matters to your organization.

•  Your goal is to use comprehensive analytics, audience insights, and eco-system orchestration to achieve performance growth.

:: CORE METRICS TO MONITOR

CORE METRICS •  Visits by channel/source •  Depth of visit •  Length of visit •  Bounce Rate •  Visit/Device Type

•  Even if you don’t have conversion tracking fully implemented, you can make inferences about traffic quality with available data in Google Analytics.

:: SETTING IT ALL UP

•  Every website’s tracking implementation could be different depending on your content management system (CMS), URL structure, etc.

•  Unless you are familiar with web development, leverage IT resources or your webmaster.

•  To get started, click “Conversions” in left hand navigation of Google Analytics to expand that sub-menu.

:: SETTING IT ALL UP

•  Click “Goals” to configure your tracking with a number of pre-loaded templates.

•  You can create up to 20. •  Follow the instructions to

create engagement based conversions.

:: BUILD A DASHBOARD

•  Create a custom dashboard of your own, or use pre-loaded templates to make accessing your data quick and easy.

:: PLUG IT ALL IN •  It is critical to remember that we need the full picture before

making data-driven optimization or testing decisions.

•  Don’t forget to connect your Google Analytics data with the following:

•  Google Webmaster tools •  Google AdWords

:: I HAVE THE DATA – NOW WHAT? •  Once your goal or a conversion tracking is implemented, you

can begin the data-driven website optimization process. •  First and foremost, focus on CHANNEL ATTRIBUTION. •  Ask yourself, which channels or traffic sources drive the

greatest amount of conversions?

:: CONVERSION ATTRIBUTION •  Identify the top performing channels and build upon them. •  Test and measure new initiatives.

:: OPTIMIZING YOUR WEBSITE •  In order to optimize you have

to know what’s working.

•  Leverage the data and insights your are generating with conversion tracking to improve your website.

•  Start by building conversion-driven landing pages that focus on a single action that impacts your organization.

•  By defining and measuring clear conversion goals, your organization can gather the data you need to improve your website and drive impact.

•  Remember, conversion optimization is a PROCESS, not an event.

•  Don’t test too many things at once.

•  Reduce friction with a clear call to action.

•  Address the USER THOUGHT PROCESS.

:: OPTIMIZATION PROCESS

•  Address the USER THOUGHT PROCESS. •  Optimize Thoughts, Not Design. •  Utilize usability testing tools (which you have).

:: OPTIMIZATION PROCESS

User’s Thought Process

•  Where Am I?

•  What Can I Do?

•  Why Do I Care?

•  What About… ?

•  Why Your Organization?

:: OPTIMIZING YOUR WEBSITE •  Optimize on BOTH sides of

the click.

•  Pre Click vs Post Click optimization.

•  Drive better quality traffic to pages built to convert.

:: OPTIMIZATION PROCESS

•  Data-driven website optimization should be ACTIVE.

•  By developing the 5 Active Optimization Habits, your digital presence and website will drive results.

:: ACTIVE OPTIMIZATION PROCESS

•  Five Active Optimization Habits to Develop:

1) Go beyond the basic metrics and traffic analytics •  Stop worrying about visit volume – focus on quality but more importantly,

focus on CONVERSION and ATTRIBUTION

2) Go beyond channels •  Understand your digital ecosystem (paid+earned+owned) and how it

impacts your results with assisted conversions

3) Go beyond groundhog keyword strategy •  Keyword research becomes multi-dimensional – across all assets/channels

:: ACTIVE OPTIMIZATION PROCESS

•  Five Active Optimization Habits to Develop:

4) Go beyond retro-active optimization •  Strategy, Data, and Insights drive new content generation and testing

5) Celebrate the enlightenment of Integrated Analytics •  Measure impact by contribution

Remember, performance measurement is prioritization logic •  What are the Top 5 items for you to focus on right now?

:: ACTIVE OPTIMIZATION PROCESS

:: OPTIMIZATION PROCESS

Qualified Leads

Closed Sales

User Behavior

Link Portfolio

Digital Footprint

Ranking & Reputation

Keyword Insights

•  We’ve heard how to do this in principle.

•  Let’s see how it works in the real world!

:: OPTIMIZATION PROCESS

THANK YOU Nick Yorchak | BIG FOOTPRINT www.bigfootprintdigital.com

:: WHO WE ARE ZACH RANDALL !  8 Years Experience

!  Strategist & Analytics Expert

!  Managed $40 million+ in Media Spend

!  Enterprise & Startup Level Experience

!  Landing Page Testing Lead

NICK YORCHAK !  Founder & Lead SEO

!  Speaker at Industry Events

!  Features in NY Times for SEO Expertise

!  Enterprise Level SEO Experience

!  8 Years Experience

CARLO RITSCHL !  5 Years Experience

!  Manager Digital Content & Social Media

!  Link Earning/Social/ Content Generation

!  BMA Young Professionals Board Member

!  Builder of Digital Footprints

JAKE HAVENRIDGE !  5 Years Experience

!  Lead Paid Search Manager

!  Landing Pages + Keyword Research

!  Google AdWords and Analytics

Certified