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!