How to Use (Google) Analytics to Improve Your Website smart marketing smart marketing. "It's not just about having a website …it is about marketing smarter."

What Is Web Analytics? Wikipedia.org says: Web Analytics is the measurement of the behavior of visitors to a website. In a commercial context, it refers to the measurement of which aspects the website work towards the business objectives.

What You Can Expect to Learn How to tie your business goals to your website and internet marketing. How to determine if you are getting the right traffic coming to your site. How to optimize your site to capitalize on the right traffic.

What You Can Also Expect to Learn How to measure other (internet) marketing efforts like: PPC SEO Social Media Offline (radio, TV, print)

Step 1- Have An…

Who is your customer? Marketing 101- Identify your audience Demographics Age, Sex, Income, Family, Geography, etc Motivations Their goals Their needs Their wants The risk to them ($, esteem, stature, job)

What do you want them to do? Set your business goals and marketing objectives. What steps of your sales process are completed online? Plan out your micro and macro CTAs page by page. Some examples: Registration for events Shopping cart adds Learn more about your products, services, policies Sign up for mailing list Visit your store or contact you

An example. Acme Software company needs their website to generate and nurture their sales leads. Their macro goal is for visitors to request a software demo or free trial. Some examples of the micro actions visitors might take: Product Page Views Case Study Downloads Read a blog post Follow on Twitter View Customer testimonials

An example. Acme Software company needs their website to generate and nurture their sales leads. Their macro goal is for visitors to request a software demo or free trial. Some examples of the micro actions visitors might take: Product Page Views Case Study Downloads Read a blog post Follow on Twitter View Customer testimonials These can also be called success events.

How to measure what you want them to do. Identify your Key Performance Indicators (KPIs) Business Goal Success Event KPI Increase online leads Completed RFP or RFI form Form Conversion Rate Page Bounce Rate

Now that you have your new found data Take on the role of an analyst and fix the holes in the funnel. Dont just say, Oh, look at what happened to our page views yesterday when we sent that … The goal of using analytics is not to observe the data and then stop. What you should do is to take a look at the data and use it to make the next decision.

Now that you have your new found data This brings us to the third question in our action plan. How to get them to take action? Instead of reacting to your data, look for ways to improve the process for your customers. Example: 10% of our visitors left the conversion process at this page. What is missing from the page, what is not appealing on the page?

Lets take a live look to see how this all play out.

Questions smart marketing smart marketing. Connect to learn more: in/carolemahoney