What Metrics Really Matter? - PRSA Sunshine District Conference 2012
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Caitlin Kaluza outlines essential web metrics for marketing, emphasizing the importance of understanding online data, defining goals and conversions, and tracking offline interactions. Key metrics discussed include traffic trends, conversion paths, and various sources of traffic, along with practical advice on using tools like Google Analytics and URL builders for campaign tracking. The presentation stresses that rankings alone do not equate to success; rather, effective audience engagement and clear calls to action are crucial.
What Metrics Really Matter? - PRSA Sunshine District Conference 2012
- 1. Web Metrics in the Real World Are You Counting What Really Matters? Caitlin Kaluza Marketing/ Communications Manager Schipul – The Web Marketing Company @qcait caitlin@schipul.com
- 2. About Caitlin @qcait // #sunshine2012
- 3. What We’ll Go Over 1. Making Sense of Online Data 2. Defining Goals & Conversions 3. Rank Isn’t Everything 4. Tips for Tracking Offline Data @qcait // #sunshine2012
- 4. The “Easy” Scenario 1. Bid on keyword “pay my TXU bill” 2. Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online” 3. Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20 4. You get $1.50 for every conversion - need to convert >13% to make a profit @qcait // #sunshine2012
- 5. The Real World • Event Leads • Newsletter Signups • Contact Forms • Traffic from your Facebook Fan Page? Twitter? YouTube? Google+? • Phone Calls • Long Sales Process @qcait // #sunshine2012
- 6. Making Sense of Online Data @qcait // #sunshine2012
- 7. Definitions • Visits Number of instances of a visit • Pageviews Total views of all pages across the site • Bounce Rate People who landed on one page & left without clicking anywhere else (we like to see <50%) • New Visits Based on a cookie in your browser (not computer)
- 8. Top 5 Metrics 1. Traffic Trends 2. Sources 3. Keywords 4. Content 5. Conversion Path @qcait // #sunshine2012
- 9. Visit Trends • Compare month over month AND year over year • Be aware of seasonal trends – your traffic should mirror trends in your business • Pages/Visit, Time on Site Measure Engagement @qcait // #sunshine2012
- 10. Traffic Sources • Visits from Search • Keywords – especially non- branded • Traffic from Social Media, YouTube, p artners, media, et c. @qcait // #sunshine2012
- 11. Content • Look for what changed • Measure new content • Audience > Visitors Flow @qcait // #sunshine2012
- 12. Geography • Are you hitting the geography you expect? • Where are the opportunities? @qcait // #sunshine2012
- 13. Mobile • Mobile is 5-10% for average Schipul client • “Operating System” shows iPhone vs. Android • Audience > Mobile > Devices @qcait // #sunshine2012
- 14. Defining Goals & Conversions @qcait // #sunshine2012 Photo credit: flickr.com/photos/seeminglee/4041872282
- 15. What is the Goal? • What is the goal of your website? • What is a Conversion? – Fill out contact form – Donate/Volunteer – Call – View a key page – contact, driving directions, menu – Tip: Ask your Sales Guys @qcait // #sunshine2012
- 16. Goal Set Up • Goals are located in Settings • Allowed 4 sets of 5 • Three types: – URL Destination (i.e. form confirmation page) – Time on Site – Pages/Visit • Adds a tab to all reports @qcait // #sunshine2012
- 17. Goal Set Up Admin > Goals @qcait // #sunshine2012
- 18. Funnel Reporting @qcait // #sunshine2012
- 19. Goal Tab @qcait // #sunshine2012
- 20. Social Media Conversions Traffic Sources > Social > Conversions @qcait // #sunshine2012
- 21. Test, Test, Test • “There is no such thing as a marketing argument, only a marketing test” • Try to test one thing at a time • Test for 1 month if possible @qcait // #sunshine2012
- 22. Set Up Campaigns @qcait // #sunshine2012 Photo credit: flickr.com/photos/idogcow/391609724
- 23. Set Up Campaigns • You can essentially set up anything as a Campaign using Google URL Builder • Add tracking code to any URL to notify Google Analytics what campaign it came from • Allows for – A/B testing – Tracking data within one source – Newsletter Tracking @qcait // #sunshine2012
- 24. Example Scenario • Which Donate Link is Better? • Set up each as a separate campaign @qcait // #sunshine2012
- 25. Results • In Analytics: Traffic Sources > Campaigns • Red Button gets 4x visits @qcait // #sunshine2012
- 26. Set Up Campaigns URL will look like: http://houstonzoo.org/support/?utm_source= houstonzoo&utm_medium=template_top_ba nner&utm_campaign=Tiger_Donate_Link @qcait // #sunshine2012
- 27. Google URL Builder • Start with URL • Define Source, Medium, Name • Term & Content are optional • Generate URL @qcait // #sunshine2012
- 28. Be Consistent! • Example Sources: • Example Name: – google – oct2011newsletter – newsletter – Annualconference2011 – event – Tip: Include Year • Example Medium: – cpc – banner – email – link @qcait // #sunshine2012
- 29. Tracking Offline Interaction @qcait // #sunshine2012 Photo credit: flickr.com/photos/billybrown00/4982722491
- 30. Tips for Tracking Offline Involve Sales in the SEO process! – Have them ask prospects – Add optional field to contact forms – Document in CRM or Google Doc @qcait // #sunshine2012
- 31. Call Tracking Software • Be wary of posting separate number – Google uses to verify Google Places/Google+ Local • Adwords Call tracking tool @qcait // #sunshine2012
- 32. Calculating Your Conversion Rate • Example – 50% of contact forms lead to a phone call – 40% phone calls lead to a meeting – 75% meetings lead to a proposal – 50% proposals close – 7% contact form lead to close • How much do you need to Increase Traffic to move the needle? @qcait // #sunshine2012
- 33. Rank Isn’t Everything @qcait // #sunshine2012 Photo credit: flickr.com/photos/mobikefed/2855762756
- 34. Funnel of Search Engine Marketing Impressions from Click through to Site Contact The Sale Search Keywords • Site must be User Friendly • Email/ Call to Sales team • For Nonprofits, may be: • Content must be Search for visitors to take action • Content must be • Membership Engine friendly to rank • Is it clear what you do? convincing for visitor to Registration well • Is there a clear call to take this step • Donation • Make sure keywords you action? • Volunteer Application focus on target the right • Are people engaged audience with your content? • Can visitors navigate through easily? @qcait // #sunshine2012
- 35. Keyword Impressions Report Traffic Sources > Search Engine Optimization > Queries @qcait // #sunshine2012
- 36. Google Webmaster Tools Google.com/webmasters/tools @qcait // #sunshine2012
- 37. Thanks! Questions? Caitlin Kaluza @qcait Marketing/Communications Manager at Schipul – The Web Marketing Company TheSEMBlog.com @qcait // #sunshine2012 // slideshare.net/qcait
Editor's Notes
- #2: Show of hands – how many you or your team does the bulk of the website updates, using Google Analytics?, log in and look at it
- #7: Overview of Google Analytics, definitions, benchmarks
- #31: Ask sales for their feedback on what parts of the site people are excited about, where people say they heard about us, ideas for new content, etc.