blogging analytics
DESCRIPTION
You’ve been blogging for years, but traffic growth is slow and leads are flat. Now what? Your Analytics are telling you what to do next. Here’s how to listen.. Key Takeaways Include: 1. How to get more value from the same audience 2. Advanced Analytics for faster list grown and higher rankings 3. Tips for deeper engagement and collaboration 4. Find topics that connect, share content with a targeted audienceTRANSCRIPT
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
7
Types of traffic…
Visitor Flow
9
Where there’s traffic, there’s hope!
TOPOF THE FUNNEL1
TOP of the Funnel
Audience Overview Report
Healthy!
Risky…
Diversify Your Traffic Sources
14
Top Content Report
15
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
18
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!
19
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)
22
Finding Candidates for Internal Links
23
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
27
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
31
1900% Increase in Subscribers
32
• 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
35
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers Per Blog Post
36
Pageviews Per Blog Post
…also known as conversion rate!
Subscribers Per Pageview Per Blog Post
38
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?
44
Social Proof and Testimonials
When you say it, it’s marketing.When they say it, it’s social proof.
Social Proof and Testimonials
46
Never Make a Testimonials Page
47
Subsequent Conversions
Subsequent Conversions
Combine Your Champions
50
EXAMPLE: How to Market an Event
51
EXAMPLE: How to Market an Event
52
EXAMPLE: How to Market an Event
EXAMPLE: How to Market an Event
54
Where there’s traffic, there’s hope!
BONUS! Author Stats Report
56
BONUS! Author Stats Report
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!