Ian Lurie @portentint

ian@portent.com

WEB ANALYTICS FOR SANE PEOPLE

portent.co/saneanalytics

(Yes, use .co, not .com)

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WTH is analytics, anyway?

look! at! how! cool! I! am!

look! at! how! cool! I! am!

Analytics connects action to value

Analytics provides next steps

GOALS

A goal is a desired action

Completed goal = Conversion

For every person who [converts], I get [value].

For every person who buys a book, I get $9.

For every person who views my latest article, I get $3.

For every person who follows me on Facebook, I get $.41.

FIND 5 GOALS. ATTACH VALUES.

GOOGLE ANALYTICS

SETTING UP

COPY

PASTE

OR…

WHAT TO TRACK

QUANTITY QUALITY CONTEXT

VALUE

QUANTITY

HOW MANY?

QUANTITY

HOW MANY? VISITS PEOPLE PAGEVIEWS

QUANTITY

QUANTITY

VISIT 1 PERSON 1 TIME

QUANTITY

VISITORS 1 PERSON 1 TIME A VISIT

UNIQUE VISITOR 1 PERSON 1+ TIMES A PERSON

QUANTITY

PAGEVIEW = 1 PAGE LOADED

QUALITY

QUALITY

QUALITY

QUALITY

OMG WHAT THE HELL'S GOING ON! UNIVERSE

ENDING PARADOX AARRRGHHH!!!!

QUALITY

oh. heh. never mind.

CONTEXT

WHAT’S GOING ON?

CONTEXT

WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?

CONTEXT

CONTEXT

CONTEXT

QUALITY

CONTEXT

MEDIUM WHAT KIND SOURCE WHERE

CONTEXT

CONTEXT

CONTEXT

CONTEXT

CONTEXT

50% OF ALL SEARCHES

CONTEXT

FUUUUUUUUUUUUUUUU…

CONTEXT

CONTEXT

MEH.

CONTEXT

CONTEXT

QUANTITY QUALITY

VALUE

WHAT’S IT WORTH TO YA?

VALUE

YOU MUST KNOW: THE GOAL THE THANK YOU PAGE

VALUE

YOU MUST KNOW: THE GOAL THE THANK YOU PAGE

VALUE

BASIC GOAL AN E-MAIL SIGNUP

VALUE

VALUE

GOAL PAGE URL

VALUE

VALUE

VALUE

GOAL PAGE URL

NOT OPTIONAL!

For every person who [converts], I get [value].

VALUE

VALUE

WEBMASTER TOOLS

TO USE, OR NOT TO USE?

AN EXAMPLE

i don't think this writing stuff has any value.

this has too many words.

91000 x $24 = $2,184,000

ANOTHER EXAMPLE

FINDING OPPORTUNITY GAPS

Nice average position

Decent CTR

And some clicks

Good!!!

Bad!!!!

Query Content Bounce rate + Intent

Generalities

Smart-assery

Fail

Conclusion: Get specific. Write a real proposal template.

METRICS TO IGNORE

HITS

175 HITS

186 HITS

50 HITS

COMPARISONS

Our competitor’s site takes 25 seconds to load. What’s the problem?

THE WRAPUP

Analytics connects action to value

Analytics provides next steps

1.  Determine goals. 2.  Get set up. 3.  Track quantity, quality,

conversions and value.

4.  Don’t worry about hits or the other guy.

portent.co/saneanalytics

(Yes, use .co, not .com)

Me:

@portentint plus.google.com/+IanLurie

US: portent.com

c'mon by!