Insights into Google Analytics and other marketing metrics.

1. Andy Halko
@andyhalko
DRIVING ROI
FROM ANALYTICS
Insivia
@insivia

2. THINK SMART .ACT BOLD.
A growth & innovation agency.
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization

3. OUR GOAL IS
REVENUE

4. OPTIMIZING e
THE FUNNEL w
CAN HAVE `
HUGE `
IMPACT `

5. EVERY STEP
IN THE
PROCESS IS
A CHANCE TO
WIN OR LOSE
CUSTOMERS.

6. REVENUE MAPPING

7. TONS
AND
TONS
OF
DATA

8. MARKETING IS
SCIENCE
AND ART

9. INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.
ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING

10. BOUNCE RATE
HERE AND GONE.
(probably to your competitor)
A bounce can be...
Clicking a link to a different site
Clicking the back button
Typing in a new URL
Closing a window

11. INDIVIDUAL PAGE BOUNCE
RATE IS SIGNIFICANTLY MORE
IMPORTANT THAN
OVERALL SITE BOUNCE RATE
WORRY IF OVER 50%
KEEP IMPROVING AT 50%
AIM FOR 25%

12. DETERMINING THE CAUSE
EXPERIENCE
Overall Design
Load Time
Distractions
Interruptions
PRIMARY MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation
AUDIENCE
Right or Wrong

13. PERSPECTIVE
FILTERS, SEGMENTS, GROUPING &
CUSTOM VARIABLES

14. PROFILE FILTERING
TYPES OF
FILTERS:
Your Company
Campaigns
Channels
Regions
Devices
FOCUS INTO
CLEARLY
SEE TRENDS

15. SEGMENTS & METRICS
COMPARE SUBSETS TO SEE IMPACTS

16. GROUPING CONTENT
SEE PAGES TOGETHER

17. CUSTOM VARIABLES
ADD YOUR OWN DATA TO VISITORS
TYPES OF VARIABLES:
Specific Users
Subscribers
Membership Levels
REALLY ANYTHING TO HELP YOU SEE SPECIFIC TRENDS

18. GOALS
MAKE SURE YOU COUNT THE WINS

19. WHAT MATTERS TO YOU
ACTION POINTS
Call
Contact Form
Complete Order
Where To Buy
Event Registration
NURTURE POINTS
Newsletter Sign-Up
Demo
Social Connection
Download
Share
Always setup Goals in Analytics &
connect third-party software.

20. ASSIGN VALUE
GOAL
Call
Contact Form
Where To Buy
Event Registration
Newsletter Sign-Up
Demo
Download
VALUE
$ 100
$ 90
$ 150
$ 20
$ 5
$ 50
$ 6
Just because it does not have a direct dollar
does not mean it isn’t worth anything.

21. SOME CONVERSION
OPTIMIZATION BASICS
Primary CTAs on every page in prime locations.
Simple, easy forms.
Keep actions above the fold.
Don’t get all fancy wordsmith-y.
Less steps.
Value. Value. Value.
OH, AND…
GREAT DESIGN &
SMART MESSAGING
ALONE CAN MAKE A
MAJOR IMPACT ON
VALIDATION FOR PROSPECTS

22. AUDIENCE
THE WHO

23. LEARN ABOUT
YOUR AUDIENCE
Technology
Mobile
Benchmarking
User Flow
Demographics
Interests
Geography
Behavior

24. DEMOGRAPHICS

25. BENCHMARKING

26. ACQUISITION
THE WHERE

27. WHERE PEOPLE
COME FROM
Channels
Treemaps
Source / Medium
Referrals
AdWords Campaigns
Search Queries
Social
Campaigns

28. CHANNELS

29. TREEMAPS

30. INBOUND LINKS

31. BEHAVIOR
THE WHAT

32. WHAT ARE
PEOPLE DOING
Content
Landing Pages
Exits
Site Speed
Site Search
Events

33. CONTENT

34. EXITS & FLOW

35. EVENTS

36. EXPERIMENTS
TEST WHAT WORKS.

37. A/B TESTING
Compare results between variations.

40. OTHER ANALYTICS
CLICK, EYE, SCROLL, SOCIAL, SCORING

41. HEAT
MAPPING
Human Psychology
plays a big role in
usability.

42. CLICK +
SCROLL
TRACKING
Visualize how
people interact
with your site.

43. COMBINE INSIGHTS FROM
OTHER SYSTEMS
Visualize how people interact
with your site.

44. WEBMASTER TOOLS
KEY PHRASES
LINKS TO YOUR SITE
SITE SPEED
CRAWL ERRORS
SITEMAPS
SEARCH APPEARANCE

45. INSTALL GOOGLE TAG
MANAGER

46. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Get the slides at
insivia.com/seminar/google-analytics-workshop/