2015 NCET Expo: Bob Whitefield - How to Measure, Rinse and Repeat

How To Measure, Rinse and Repeat

Presented by Bob Whitefield

Bob Whitefield

Creative Technical1 Year @ KPS3

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L E V E R A G I N G A N A LY T I C S

Why measure?

Analytics Tools

M O Z

O P T I M I Z E LYM I X PA N E L

K I S S M E T R I C S G O O G L E A N A LY T I C S

G O O G L E W E B M A S T E R T O O L S

Install Google Analytics!

How many website visits

should I geta month?

How many page views

should I geta month?

• How many people visit your website

• Where your website visitors are located

• What devices visitors use to browse

• How long visitors spend on your website

• What content is most popular, and most effective

• Bounce rate, page views, pages per session, session duration, etc.

Basic Google Analytics

• What marketing tactics attract the highest quality traffic?

• Do you need a mobile-friendly website?

• What is your overall conversion rate?

• What traffic sources do my converting visitors come from?

• What is your average cost-per-acquisition?

• What is your average revenue per customer?

• What is your approximate ROI?

Better Google Analytics

Data for data’s sake

is a bad investment

K N O W I N G W H E N T O I G N O R E VA N I T Y M E T R I C S

Measure what matters

Objective Brand eCommerce Lead Generation

Goal Branded trafficImproved conversion

rate, greater avg. order value

Increase phone calls and form completions

coming from the website

KPIBranded traffic, branded search

impressions

Conversion rates, cost per acquisition,

average order value

Conversion rate on web forms, improve quality of leads by

identifying close rates

SegmentTraffic source,

converted visits, visitor location

Traffic source, new vs. returning, attribution comparison, location

Traffic source, form completion by page

TargetIncrease branded traffic & search

impressions by 10% in Nevada by Q4, 2015

Increase quarterly sales from organic

search by 10% in Q4, 2015

Increase qualified leads by 5% in Q4,

2015

Before you set targets,

establish a baseline

Create relevant goals

in Google Analytics

Identify key traffic sources

Making use of Google’s

custom URL Builder

Where do visitors land?

Segments =

Understanding visitor

behavior & user experience

The Ideal Conversion Path

Step 1: User clicks on an advertisement when searching “Maui Hotel”

(google, yahoo, bing, etc.)(http://www.fairmont.com/

reservations/complete)

Step 4: User completes transaction

(http://www.fairmont.com/kea-lani-maui/)

Step 2: User convinced on Fairmont Kea Lani

website(http://www.fairmont.com/reservations/select-room/)

Step 3: User starts checkout process

The Realistic Conversion Path

A H H H , S O M U C H D ATA ! W H AT D O I D O W I T H A L L T H I S K N O W L E D G E ? !

Leveraging Data

Identify your most effectivemarketing tactics & double down

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Identify your cost per acquisition versus

revenue per lead or sale

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Forecast future revenue

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Remarket to customaudiences

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Trigger automated emailsto customers

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