Introduction to web site analytics and conversions. Presentation walks through how a 1% increase in conversion ratio can equal as much as a 57% increase in profitability.

2. Thanks ThinkHouse Collective!

3. Mike Linville Owner/Chief Project Manager Black Dog Studios Black Dog Education *Self Employed Business Owner for 13 Years

4. What is Web Analytics? The measurement, collection, and reporting of Internet data for the purpose of understanding and optimizing web usage. Web Analytics Association

5. Huh? The key takeaway is that analytics is a process focusing on trends, not absolutes.

6. The Analytics Process Measure Learn Action The goal is to get closer to a perfect process.

7. The Tools

10. What about Profitability?

11. What about Profitability? “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

12. What about Profitability? 2% conversion [1 sale in 50 clicks] “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

13. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

14. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

15. What about Profitability? 2% conversion [1 sale in 50 clicks] $40-$25 = $15 Profit 3% conversion [1 sale in 33 clicks] $40-$16.50 = $23.50 Profit “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

16. What about Profitability? 3% conversion [1 sale in 33 clicks] 1% Increase in Conversion Rate = 57% Increase in Profit! “ Widget X” = $100 Production + Fulfillment => $60 Marketing + Profit => $40 [PPC = $0.50 / click]

17. What about Profitability? To Increase Profits… Increase Conversions!

19. Crawl > Walk > Run Leveraging analytics for your business is a 3 step process… Basic Usage Goals Sales Funnels

28. Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter

29. Example #1 URL Goal = Increase Newsletter Sign Ups Sign Up For Our Newsletter Thank You and Welcome!

30. Example #2 Engagement Goal = Video Page Landscapers, Inc. Problem: Even though the page load gets tracked Google Analytics can’t tell anything about the video.

33. Example #3 E-Commerce Stores Using PPC, you notice you’re paying for 1000 clicks, but are only making 100 sales.

34. Example #3 E-Commerce Stores To see where the other 900 clicks are going, you need to look at the entire sales process.

36. III. Goals Funnels / Sales Funnels

37. III. Goals Funnels / Sales Funnels

38. III. Goals Funnels / Sales Funnels After you’ve set up the steps of your goal, Google will create a Funnel Visualization Report.

41. Website Optimizer A/B Testing vs. A Original

42. Website Optimizer A/B Testing vs. A B Original New

47. Any Questions?