PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon
Wine & Web: Google Analytics & Website ROI
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Wine & Web Andy Crestodina @crestodina #wineweb 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!
