Is your company tracking digital marketing efforts through a web analytics platform like Google Analytics? If not, you may be wasting your time if you don’t know which strategies are driving traffic and converting visitors to leads or sales. Formic Media will provide you with the essential data your business needs to track in order to improve your business online. The presentation covers initial set-up of Google Analytics, a walk-through of the reporting interface and how to best use the data available to make ongoing improvements and track campaign performance.

1. Measure Your Marketing
Efforts with Google Analytics
Presenter:
Date:
Anna Hutson (@AnnaHutson & @formicmedia)
July 10th, 2013

2. Formic Team
• Launched in 2008 to service small business &
partners
• Specializes in localized search, social, and mobile
marketing
• 100% of Account Team Google AdWords &
Google Analytics Certified
• 8 employees & 45+ clients
• Strategic partnerships (SEMA, AlphaGraphics,
etc.)
• Focus on education via monthly Seminar Series

3. Agenda
Analytics Introduction
Google Analytics Interface
Report Options
Conversion Optimization
Q&A

5. Interpreting Google Analytics
Why Use Google Analytics?
• Enterprise –level analytics software for free*
• Robust
• Quick & easy to install
• Large user-base
• Community-supported
• Continually evolving and improving
• *Apps, Gmail and Analytics offer premium services for a fee

6. What
Measure website visitor behavior and performance
Why
Understand efficacy of marketing & user experience
Integrates with AdWords, AdSense & Webmaster
Tools
How
Set up account, drop code onto pages & learn
Conversion funnels used to require “thank you” page
Who
Anyone that has to make decisions about your
website, online campaigns and other marketing
efforts
Interpreting Google Analytics

7. GA Tracking Code

8. Profile Filters

9. Google Analytics
Highlights
 Utilize custom reports & advanced segments
 Create conversion funnels
 Factor in e-commerce & goal tracking

10. Custom Dashboard

11. Google Analytics Alerts

12. Google Analytics Key Terms
• Conversion Funnel
• Business Objectives
• Goals
• Metrics
• Key Performance Indicators
• Dimensions
• Segments
Interpreting Google Analytics

13. Key Term: Conversion Funnel
Interpreting Google Analytics

14. Key Term: Conversion Process
Interpreting Google Analytics

15. Key Term: Goals
Interpreting Google Analytics

16. Key Term: Metrics
Interpreting Google Analytics

17. Key Term: Dimensions
Interpreting Google Analytics

18. Key Term: Advanced Segmentation
Interpreting Google Analytics

19. Key Term: KPI Dashboard
• Site-wide Organic Traffic
• Total Unique Keywords Driving Organic Traffic
• Referral Traffic Growth
• Individual Channel Net CPA
• Growth in Total Conversion Value
Interpreting Google Analytics

20. Report Options

21. Reporting: Top Mediums
Interpreting Google Analytics

22. Reporting: Top Content
Interpreting Google Analytics

23. Reporting: Top Keywords
Interpreting Google Analytics

24. Reporting: Goals
Interpreting Google Analytics

25. Reporting: Funnel Visualization
Interpreting Google Analytics

26. Reporting: Custom Reports
Interpreting Google Analytics

27. Reporting: Ecommerce
Interpreting Google Analytics

28. Conversion Optimization

29. Usability Fast Facts
• You have <8 seconds to capture a visitor’s attention
• 96% of website visitors are not ready to buy
• Product videos can increase purchase by 144%
• A 1s delay in site speed = 7% reduction in
conversions
• 61% of companies do less than 5 tests per month
• More landing pages = more leads
Interpreting Google Analytics

30. Website Conversion by Industry
Interpreting Google Analytics

31. A/B Testing Plan
• Define the objective/challenge
• Develop a hypothesis to test
• Select test components
• Set up test (software or service)
• Analyze the data
• Implement the ideal design
• Continue to test against benchmark
Interpreting Google Analytics

32. A/B Testing Elements
• Landing page layout (colors & fonts)
• Imagery (banners, logos, people, etc.)
• Icons (navigation & CTA buttons)
• Headline
• Copy (messaging, bullets, short, long)
• Call-to-action
• Forms
• Pricing (discounts/promo)
Interpreting Google Analytics

33. Landing Page Template
Interpreting Google Analytics

34. Landing Page Best Practices
• Start with a simple, proven template
• Make unique value propositions clear
• Keep copy short and sweet
• Utilize short forms liberally
• Include trust marks
• Incorporate chat/click-to-call
• Test price-based messaging ($, %, #)
• Segment your visitors
• Test multi-step pages to identify weaknesses
Interpreting Google Analytics

35. What We Do
Services
Formic Media's pay-per-click (PPC) advertising
services provide small and local businesses
guaranteed visibility within targeted search
results, via paid "sponsored listings".
PAY PER CLICK
Formic Media's search engine optimization (SEO)
services help small and local businesses to
generate visibility within "organic" or “natural"
search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and
development services provide small businesses
with an affordable, functional and highly visible
Web presence.
WEB DESIGN
Formic Media's social media marketing (SMM)
services enable small and local businesses to
leverage free/ low-cost networks to gain
increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools
and methodologies needed to be efficient and cost
effective for your team and your clients.
PARTNERSHIPS
Attend Formic Media's free monthly search
engine marketing seminars. Learn the latest and
greatest in the search engine marketing industry.
FREE SEMINARS

36. Q & A!
Contact Anna Hutson for more information
anna@formicmedia.com
503.517.9059 x123
@AnnaHutson & @formicmedia