2015 ncet expo: bob whitefield - how to measure, rinse and repeat
TRANSCRIPT
Analytics Tools
M O Z
O P T I M I Z E LYM I X PA N E L
K I S S M E T R I C S G O O G L E A N A LY T I C S
G O O G L E W E B M A S T E R T O O L S
• How many people visit your website
• Where your website visitors are located
• What devices visitors use to browse
• How long visitors spend on your website
• What content is most popular, and most effective
• Bounce rate, page views, pages per session, session duration, etc.
Basic Google Analytics
• What marketing tactics attract the highest quality traffic?
• Do you need a mobile-friendly website?
• What is your overall conversion rate?
• What traffic sources do my converting visitors come from?
• What is your average cost-per-acquisition?
• What is your average revenue per customer?
• What is your approximate ROI?
Better Google Analytics
Objective Brand eCommerce Lead Generation
Goal Branded trafficImproved conversion
rate, greater avg. order value
Increase phone calls and form completions
coming from the website
KPIBranded traffic, branded search
impressions
Conversion rates, cost per acquisition,
average order value
Conversion rate on web forms, improve quality of leads by
identifying close rates
SegmentTraffic source,
converted visits, visitor location
Traffic source, new vs. returning, attribution comparison, location
Traffic source, form completion by page
TargetIncrease branded traffic & search
impressions by 10% in Nevada by Q4, 2015
Increase quarterly sales from organic
search by 10% in Q4, 2015
Increase qualified leads by 5% in Q4,
2015
The Ideal Conversion Path
Step 1: User clicks on an advertisement when searching “Maui Hotel”
(google, yahoo, bing, etc.)(http://www.fairmont.com/
reservations/complete)
Step 4: User completes transaction
(http://www.fairmont.com/kea-lani-maui/)
Step 2: User convinced on Fairmont Kea Lani
website(http://www.fairmont.com/reservations/select-room/)
Step 3: User starts checkout process
A H H H , S O M U C H D ATA ! W H AT D O I D O W I T H A L L T H I S K N O W L E D G E ? !
Leveraging Data