Wine & Web: Google Analytics & Website ROI

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If you don't know what's working, you can't keep improving.Measuring results is a big part of the fun in web marketing. I've often said that web marketing is a sport and Google Analytics is the scoreboard. In this month's Wine and Web, we'll dig into Analytics to see how our sites are performing. This is how return-on-investment (ROI) is measured. Measuring traffic from various sources... Direct Traffic Search Engine Traffic Email Marketing Traffic Social Media Traffic...and we'll see what visitors from these sources are doing. Visitor Flow: What pages are they visiting? Engagement: How long are they staying? How many pages are they seeing? Conversion Rate: How many are "converting" from visitors into leads or customers? This presentation (and discussion) was originally given on 6/19/2012. It was an overview of Google Analytics with a focus on ROI. It's relevant to anyone with a marketing website and Google Analytics installed. It's especially useful to website owners who are active in web marketing or anyone who is looking to improve results!

Transcript of Wine & Web: Google Analytics & Website ROI

Wine & Web

Andy Crestodina@crestodina #wineweb

Google Analytics & Website ROI

Website ROI

(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 made simple…

Traffic x Conversions = $

Traffic Sources

How did they get here?

Healthy!

Risky…

Traffic Diversity

Traffic Diversity: Social, Email, Search

Social Traffic

Email Traffic (Campaigns)

Search Traffic

Content

What are they doing here?

Google Analytics: Visitor Flow

Google Analytics: Top Pages

Heat Maps: Crazy Egg

Conversions!

This is the point, right?

Types of Conversions: Revenue

1. Leads (lead generation)

2. Customers (ecommerce)

3. Donors (non-profit)

Types of Conversions: Engagement

1. Subscriber (email marketing)

2. Fan / Follower (social media)

3. Member (community)

4. Registrant (webinars, downloads)

Setting Up Goals

Setting Up Goals

Setting Up Goals

Funnel Visualization

Social Media Conversions

Ecommerce Conversions

Understanding Visitors

Why do people visit? Why do they convert?

The Sales Funnel

Why Do / Don’t Visitors Convert?

Typical Problem: Long Forms

Wine & Web

@orbiteers #wineweb

Thank you!

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