GOOGLE

ANALYTICS 101

Andy  Halko   Insivia  

@andyhalko   @insivia  
 THINK SMART.
ACT BOLD.
CREATE   REACH   CONVERT   CLOSE  
STRATEGIES   PROSPECTS   LEADS   SALES  
       
AUDITS   SEARCH  OPTIMIZATION   WEB  DESIGN   E-­‐COMMERCE  
CONSUMER  RESEARCH   PPC  /  ADVERTISING   MOBILE  APPS   PRODUCT  CONFIGURATORS  
PERSONA  DEVELOPMENT   CONTENT  MARKETING   INTERACTIVE  EXPERIENCES   ONLINE  ESTIMATORS  
POSITIONING   SOCIAL  MEDIA   WEB  APPS  /  TOOLS   PRESENTATIONS  
CHANNEL  PLANNING   E-­‐MAIL  MARKETING   VIDEO   SALES  COLLATERAL  
STRATEGIC  PLANS   MARKETING  AUTOMATION   MOTION  GRAPHICS   AUGMENTED  REALITY  
SALES  PROCESS  MAPPING   DIRECT  MAIL   MICROSITES   ONLINE  PROPOSALS  
MESSAGE  DEVELOPMENT   PUBLIC  RELATIONS   A/B  TESTING   CRM  
OUR GOAL IS
REVENUE
OPTIMIZING e
THE FUNNEL w
CAN HAVE `
HUGE `
IMPACT `
EVERY STEP
IN THE
PROCESS IS A
CHANCE TO
WIN OR LOSE
CUSTOMERS.
 YOUR WEBSITE
THE JUICE MEAT
OF YOUR FUNNEL

•  KEEP  PEOPLE  ON  THE  SITE  

•  MAKE  IT  EASY  TO  FIND  WHAT  THEY  WANT  FAST  
•  MAKE  IT  COMPREHENSIBLE  
•  DRIVE  ACTION  
•  SERVE  SUSPECTS  AS  MUCH  AS  PROSPECTS  
REVENUE MAPPING
 GOOGLE ANALYTICS
TONS AND TONS OF DATA
MARKETING IS
SCIENCE
AND ART
INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.

ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING
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
INDIVIDUAL PAGE BOUNCE RATE

IS SIGNIFICANTLY
MORE IMPORTANT THAN

OVERALL SITE BOUNCE RATE

WORRY  IF  OVER  50%  

KEEP  IMPROVING  AT  50%  
AIM  FOR  25%  
 DETERMINING THE CAUSE

AUDIENCE PRIMARY
MESSAGE
Right or Wrong Message does not match
campaign or source.
SITE
EXPERIENCE ACTIONS
Overall Design Hidden Navigation
Load Time No Primary Action
Distractions Confusing Navigation
GET PERSPECTIVE
FILTERS, SEGEMENTS, GROUPING &
CUSTOM VARIBALES
 PROFILE FILTERING

TYPES OF FILTERS
FOCUS
Your Company IN TO
Campaigns
Channels CLEARLY
Regions
Devices
SEE
TRENDS
SEGMENTS & METRICS
COMPARE SUBSETS
TO SEE IMPACTS
 GROUPING CONTENT
SEE PAGES TOGETHER
 CUSTOM VARIABLES

ADD YOUR OWN

DATA TO VISITORS
TYPES OF VARIABLES REALLY
Specific Users ANYTHING
Subscribers CAN HELP YOU
Membership Levels
SEE SPECIFIC
TRENDS
GOALS
MAKE SURE YOU COUNT THE WINS
WHAT MATTERS TO YOU
Always setup Goals in Analytics &
connect third-party software.

ACTION POINTS NURTURE POINTS

Call Newsletter Sign-Up
Contact Form Demo
Complete Order Social Connection
Where To Buy Download
Event Registration Share
 ASSIGN VALUE
Just because it does not have a direct dollar
does not mean it isn’t worth anything.

GOAL VALUE
Call $ 100
Contact Form $ 90
Where To Buy $ 150
Event Registration $ 20
Newsletter Sign-Up $5
Demo $ 50
Download $6
SOME CONVERSION
OPTIMIZATION BASICS
Primary CTAs on every page
in prime locations.

Simple, easy forms.

Keep actions above the fold.

OH,  AND…  
Don’t get all fancy wordsmith-y. GREAT  DESIGN  &  
SMART  MESSAGING  
Less steps. ALONE  CAN  MAKE  A    
MAJOR  IMPACT  ON  
Value. Value. Value. VALIDATION  FOR  
PROSPECTS  
 
AUDIENCE
THE WHO
 LEARN ABOUT
YOUR AUDIENCE

Demographics Technology
Interests Mobile
Geography Custom
Behavior Benchmarking
User Flow
BEHAVIOR
BENCHMARKING
AQUICITION
THE WHERE
 WHERE PEOPLE
COME FROM

Channels
AdWords Campaigns
Treemaps
Search Queries
Source / Medium
Social
Referrals
Campaigns
CHANNELS
TREEMAPS
OPTIMIZE LINKS
BEHAVIOR
THE WHAT
 WHAT ARE
PEOPLE DOING

Content Site Speed

Landing Pages Site Search
Exits Events
CONTENT
EXITS & FLOW
EVENTS
EXPERIMENTS
TEST.
A/B TESTING
COMPARE RESULTS FROM
TWO VERSIONS
STOP GUESSING
OTHER ANALYTICS
CLICK, EYE, SCROLL, SOCIAL, SCORING
 Heat  Mapping  
+  
Human  Psychology  
CLICK
TRACKING

Feel the heat.

SCROLL
TRACKING

You don’t have

to guess if long
pages work.
WHERE DO WE RANK?
SEARCH OPTIMIZATION
WEBMASTER TOOLS
KEY PHRASES CRAWL ERRORS

LINKS TO YOUR SITE SITEMAPS

SITE SPEED SEARCH APPEARANCE

WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Obtain the slides at
Insivia.com/columbus-smps

Andy  Halko   Insivia  

@andyhalko   @insivia