How to use Google Analytics to redesign your website
May 27, 2015Marie Wiese
Agenda
1. The truth about website objectives2. Collecting the right data3. Analyzing the website4. Making decisions5. Making changes6. Reviewing results
Website Objective Misconception
New business opportunity pipelineLead creation
Lead nurturing
Closing
The primary function of your website• Lead creation• Lead nurturing
The primary function of your sales team• Sales process• Closing
First steps in building an opportunity pipeline
Lead creation• Web traffic (SEO/SEM)• Networking• Events• List purchase• Cold calling• Sponsored content
Lead nurture• Email marketing• Social media• Blog• Downloads• Webinars• Workshops
Customer view of the sales process
1. Order taker2. Product expert3. Problem solver4. Strategic advisor
Goal inside your new business opportunity pipeline is to raise profile from order taker to strategic advisor; the higher up you go, the easier it is to close the sale
MEASURE YOUR WEBSITE’S PERFORMANCE AGAINST LEAD NURTURING NOT CLOSED SALES
Confirm website objective
1. Education/thought leadership2. Lead generation3. Lead nurturing4. Sales
Gathering data
• Google Analytics• Back end of your website• Your email marketing tool• Social media stats• Other tracking tools
Google Analytics
The good news…• It’s free• It’s full of important and useful information• It provides markers about search engine optimization
Google Analytics
The bad news…• Its tracking everything about your website• Its difficult to keep on top of changes• Its tricky to manipulate • Google makes you play by their rules
Education/thought leadership
• Being clear on market you serve and problems they face
• Describing in things in a way no one else has done before
• Offering something no one else is offering• Be compelling enough that people will share
Lead generation
• Community building• Getting to know people• Inviting them back
Lead nurturing
• Understanding their needs• Ongoing communication of value• Inviting them to take a next step
Data that helps achieve your goals
Goal: Education
• Time on page• Number of pages visited• Number of visits on blog/education pages
Time on page
• Are people staying on your pages long enough to actually read and engage with your content?
Number of pages visited
• How many pages did people visit per session?
• Did they bounce around and read a bunch of pages?
Page popularity
• What are the most popular pages?
• Are your blog posts popular?
• Are your educational pages popular?
Goal: Lead generation
1. Goal completions2. Geography3. Keywords4. Visits by traffic type5. Referring sites
Goal completions
• Track everything• Map to buyer process• Steps in buyer cycle
Geography
• How important is local search to your business?
• If you’re getting traffic from the wrong place, your keyword strategy is off
Keywords
• Develop a keyword strategy for your business
• What are people searching to find you?
• Determine which words perform
• Track and adjust every 30 days
Visits by traffic types
• Where are people coming from?
• Stop doing things that don’t drive traffic
• See what strategies perform
Referring sites
• Who is driving leads for your business?
• Is there a way to get more?
Goal: Lead nurturing
• New versus returning visitors• Subscribes• Bounce rate• DNS resolution
New versus returning visitors
• If your goal is lead nurturing you want more returning
• If your goal is lead generation you want more new
• Insert pic
Subscribes and email list growth
• Do you have people subscribing through your website?
• Are you growing your email list and frequently engaging with them?
Bounce rate
• Where people enter and leave your site
• Strive to get pages below 50%
• What pages have the highest and what have the lowest? Why?
• Insert pic
DNS Resolution
In-page analytics
In-page analytics
In-page analytics
• Look at where people click• Which part of your navigation is performing?• Does your eye tracking strategy work?
How do I analyze my website?
Case study: marketingcopilot.com
• Launched new homepage November 1, 2014• Homepage analysis done December 31, 2014 (60
days after launch)• Launched new homepage in March 2015
60 Day homepage analysis
Observations
• The main menu items are performing well • Blog has the highest click thru, followed by About
and Resources • We can determine people are interested based on
what they are clicking
• Visitors understand that they are supposed to click on this CTA and are moving to the next step
Observations
• Visitors are not clicking to download the presentation– They don’t understand the value of the presentation or
they want to learn more before downloading
• Visitors might think that they will need to give their contact details and aren’t ready yet– Afraid to click thru
Recommendations
• Remove this section of the homepage and place link to presentation in a different area of the website
• Replace with another download or focus on one choice only
Observation
• Visitors are not clicking on this link
– Maybe they don’t know why they should or don’t see the value in clicking on this link
Recommendation
• Make the CTA more action oriented – What are we providing them? – Why should they click thru?
Observation
• Results should be higher if this is our main CTA• People are jumping off before they see it
Recommendation
• Move this download further up the homepage to support lead generation and lead nurturing
The aha moment…
• Moving from digital to content marketing • Best customer searching for content marketing • Being clear about what we do• Being clear on the path to content marketing
What we did…
• Aligned our keywords to what people wanted not just what we do
• Re-designed homepage based on Google Analytics homepage analysis
• Re-wrote content based on keyword strategy • Re-optimized content based on keyword strategy• Did not change what was working, only changed
what we could prove wasn’t working
Steps to revamp your keyword and content strategy
1. Use keyword tools to examine words2. Create a list of keywords you have opportunity to
rank for that make sense for your website3. Map your keyword strategy to your content map4. Re-optimize your pages for those keywords5. Adjust the name of your blog and blog categories6. Align your social media bios to reflect keywords7. Create editorial calendar to reflect new keywords
The new homepage• Shortened steps• Made CTA more
concise and action oriented with clear value proposition
Before
After
A few results…
• Better search results• Higher quality leads• Easier for current customers to share blog• Easier to understand conversion points
Closing thoughts
1. Don’t make decisions based on opinion – use your data
2. Make an assumption or identify one thing you want to change and test that first
3. Don’t be afraid to test4. Use your analytics often – you don’t need to be an
expert but looking at it once a year doesn’t help you5. 30-60-90 day evaluation cycles work best
Get this presentation…
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