Data Driven Website Optimization - Big Footprint Tech4Good Presentation
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Nick Yorchak, the founder of Big Footprint, had the privilege of speaking to an audience of Tech4Good members at a Denver Event about the principles of data driven website optimization. Tech4Good is a community of professionals interested in the use of technology in the nonprofit sector, so the topic was well received by those in attendance. Nick’s presentation explained how non-profits can leverage free tools available within Google Analytics to measure digital campaigns and drive insights that can be leveraged for optimization and testing.
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Data Driven Website Optimization - Big Footprint Tech4Good Presentation
- 2. :: BEFORE WE GET STARTED… • What organizations in the room are using Google Analytics (or another tracking tool)? • Who is tracking goals or conversions within Google Analytics?
- 3. :: OPENING THE BOX • Google Analytics data can be powerful “right out of the box.” • Still, in order to fully leverage the power of this data to optimize your website, you need to be tracking goals and/or conversions. • Analytics data should drive business insights. • Let’s talk about that.
- 4. :: WHAT ARE GOALS/CONVERSIONS? • A goal or a conversion is any desired action you want your user to take. • Goals can come in many forms depending on your organization. • The most effective optimizers are tracking both “hard” and “soft” conversions to gather data and insights.
- 5. :: WHAT CAN YOU TRACK? HARD CONVERSIONS • DONATE • BUY TICKETS TO AN EVENT • SUBSCRIBE TO NEWSLETTER • ASSET DOWNLOADS SOFT CONVERSIONS • ENGAGED VISITS (time on site, visit depth, etc.) • SOCIAL CHANNEL CLICKS • VIDEO VIEWS
- 6. :: WHAT CAN YOU TRACK? • Every website’s tracking goals and KPIs will be as different as your data. Examples abound, but see a few below. • Focus on what matters to your organization. • Your goal is to use comprehensive analytics, audience insights, and eco-system orchestration to achieve performance growth.
- 7. :: CORE METRICS TO MONITOR CORE METRICS • Visits by channel/source • Depth of visit • Length of visit • Bounce Rate • Visit/Device Type • Even if you don’t have conversion tracking fully implemented, you can make inferences about traffic quality with available data in Google Analytics.
- 8. :: SETTING IT ALL UP • Every website’s tracking implementation could be different depending on your content management system (CMS), URL structure, etc. • Unless you are familiar with web development, leverage IT resources or your webmaster. • To get started, click “Conversions” in left hand navigation of Google Analytics to expand that sub-menu.
- 9. :: SETTING IT ALL UP • Click “Goals” to configure your tracking with a number of pre- loaded templates. • You can create up to 20. • Follow the instructions to create engagement based conversions.
- 10. :: BUILD A DASHBOARD • Create a custom dashboard of your own, or use pre-loaded templates to make accessing your data quick and easy.
- 11. :: PLUG IT ALL IN • It is critical to remember that we need the full picture before making data-driven optimization or testing decisions. • Don’t forget to connect your Google Analytics data with the following: • Google Webmaster tools • Google AdWords
- 12. :: I HAVE THE DATA – NOW WHAT? • Once your goal or a conversion tracking is implemented, you can begin the data-driven website optimization process. • First and foremost, focus on CHANNEL ATTRIBUTION. • Ask yourself, which channels or traffic sources drive the greatest amount of conversions?
- 13. :: CONVERSION ATTRIBUTION • Identify the top performing channels and build upon them. • Test and measure new initiatives.
- 14. :: OPTIMIZING YOUR WEBSITE • In order to optimize you have to know what’s working. • Leverage the data and insights your are generating with conversion tracking to improve your website. • Start by building conversion- driven landing pages that focus on a single action that impacts your organization.
- 15. • By defining and measuring clear conversion goals, your organization can gather the data you need to improve your website and drive impact. • Remember, conversion optimization is a PROCESS, not an event. • Don’t test too many things at once. • Reduce friction with a clear call to action. • Address the USER THOUGHT PROCESS. :: OPTIMIZATION PROCESS
- 16. • Address the USER THOUGHT PROCESS. • Optimize Thoughts, Not Design. • Utilize usability testing tools (which you have). :: OPTIMIZATION PROCESS User’s Thought Process • Where Am I? • What Can I Do? • Why Do I Care? • What About… ? • Why Your Organization?
- 17. :: OPTIMIZING YOUR WEBSITE • Optimize on BOTH sides of the click. • Pre Click vs Post Click optimization. • Drive better quality traffic to pages built to convert.
- 19. • Data-driven website optimization should be ACTIVE. • By developing the 5 Active Optimization Habits, your digital presence and website will drive results. :: ACTIVE OPTIMIZATION PROCESS
- 20. • Five Active Optimization Habits to Develop: 1) Go beyond the basic metrics and traffic analytics • Stop worrying about visit volume – focus on quality but more importantly, focus on CONVERSION and ATTRIBUTION 2) Go beyond channels • Understand your digital ecosystem (paid+earned+owned) and how it impacts your results with assisted conversions 3) Go beyond groundhog keyword strategy • Keyword research becomes multi-dimensional – across all assets/channels :: ACTIVE OPTIMIZATION PROCESS
- 21. • Five Active Optimization Habits to Develop: 4) Go beyond retro-active optimization • Strategy, Data, and Insights drive new content generation and testing 5) Celebrate the enlightenment of Integrated Analytics • Measure impact by contribution Remember, performance measurement is prioritization logic • What are the Top 5 items for you to focus on right now? :: ACTIVE OPTIMIZATION PROCESS
- 22. :: OPTIMIZATION PROCESS Qualified Leads Closed Sales User Behavior Link Portfolio Digital Footprint Ranking & Reputation Keyword Insights
- 23. • We’ve heard how to do this in principle. • Let’s see how it works in the real world! :: OPTIMIZATION PROCESS
- 24. THANK YOU Nick Yorchak | BIG FOOTPRINT www.bigfootprintdigital.com
- 25. :: WHO WE ARE ZACH RANDALL ! 8 Years Experience ! Strategist & Analytics Expert ! Managed $40 million+ in Media Spend ! Enterprise & Startup Level Experience ! Landing Page Testing Lead NICK YORCHAK ! Founder & Lead SEO ! Speaker at Industry Events ! Features in NY Times for SEO Expertise ! Enterprise Level SEO Experience ! 8 Years Experience CARLO RITSCHL ! 5 Years Experience ! Manager Digital Content & Social Media ! Link Earning/Social/ Content Generation ! BMA Young Professionals Board Member ! Builder of Digital Footprints JAKE HAVENRIDGE ! 5 Years Experience ! Lead Paid Search Manager ! Landing Pages + Keyword Research ! Google AdWords and Analytics Certified