optimizing for business performance
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@forceonlinemktg
Optimizing for (Business) Performance
Monte Martin Force Online Marketing http://forceonlinemarketing.com/
There are crowds of potential customers offering constant
input on your site...
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By providing DATA!
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Don’t trust the HPPO!
H.ighest P.aid P.ersons O.pinion
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It’s hard to see your own work objectively
Sometimes babies are ugly!
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Avoid HPPO’s and Ugly babies…
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WHAT IS ANALYTICS? And why should you care?
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What is analytics?
Web analytics the measurement, collection, analysis and reporting of internet data - for purposes of understanding and optimizing web usage -Wikipedia
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What is Web Analytics?
Web analytics is the • Measurement • Collection • Analysis • Reporting of internet data
- for purposes of understanding and optimizing web usage
Measure
Collect
Analyze
Report
Understand
Optimize
Build
Measure
Learn
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DECIDING WHAT YOU SHOULD MEASURE
The first step is…
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Measure… What is IMPORTANT!
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These metrics aren’t actionable
Digital tools only answer quantitative questions...
Start by asking questions
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Why does your website exist?
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What makes money? Directly or Indirectly
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• Sales • Appointments • Leads • Phone Calls
What are the associated actions?
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• Entrances • Downloads • Form Fills • Phone Calls • Scrolling
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COLLECTING DATA Ok, so how do I start…
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Split & A/B Testing Usability Testing Voice of Customer (Surveys, Forms, Live Chat) Heatmaps
Collecting Data Other Ways
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The Right Way
User [email protected]
Account “My Account”
UA-12345678-XX
Web Property Examplesite.com UA-XXXXXXXX-01
Raw Data Profile
Filtered Profile
Testing Profile
Web Property Examplesite2.com UA-XXXXXXXX-02
Raw Data Profile
Filtered Profile
Testing Profile
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ANALYZING THE DATA
It’s more than just collecting…
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Analyzing the Data
3 C’s of Analysis Context Comparison Contrast
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Analyzing the Data
Adding Context Create segments of various user groups
Things look a little different…
…when you add context
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Analyzing the Data
Segment your traffic into various groups 1. Measure actions taken by specific groups 2. Identify patterns 3. Analyze behavior 4. Take action to improve for that segment
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Advanced Segments
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Analyzing the Data
Making Comparisons What does this group have in common with others?
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Compare Progress over time
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Seeing contrasts What does this group have that is unique?
Analyzing the Data
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Visitor Flow Report
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What should you report?
Remember - analytics is about action! There are thousands of possible report combinations in Analytics. Find those that help you decide WHAT TO DO NEXT to accomplish your goals.
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Understanding Your Visitors
Three Questions: Where do visitors come from?
What did they do? How are you going to respond?
Always ask Questions!!!
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Why are Pop’s sales so good?
Visits to “/your-pizza-is-on-its-way/” = 2,536 Visits = 5,000/mo
Conversion Rate = 51.92%
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Visits = 5,000/mo
A Tale of Two Sites
Site 1 Site 2
Visits = 500,000/mo Time on site = 0:36 Visits to
“/your-pizza-is-on-its-way/” = 2,536
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GETTING OPTIMIZED A Couple Tips for…
@forceonlinemktg
Build something you can optimize easily
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Small change Big Money
PLAN FOR FREQUENT CHANGES
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Use WordPress
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Start back at the beginning
Measure
Collect
Analyze
Report
Understand
Optimize
Build
Measure
Learn
Have you been measuring the right goals?
Collecting the right data?
Gaining understanding about users?
Analyzing the results?
Optimizing based on what you learn?
Reporting on progress?
@forceonlinemktg
Monte Martin Force Online, Inc. [email protected] 773 599-3672
If you have further questions…
Slides, links and other optimization resources are online at:
http://bit.ly/optimizeforbusiness
http://forceonlinemarketing.com/