web analytics for sane people
Post on 21-Oct-2014
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Ian Lurie @portentint
ian@portent.com
WEB ANALYTICS FOR SANE PEOPLE
portent.co/saneanalytics
(Yes, use .co, not .com)
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WTH is analytics, anyway?
look! at! how! cool! I! am!
look! at! how! cool! I! am!
Analytics connects action to value
Analytics provides next steps
GOALS
A goal is a desired action
Completed goal = Conversion
For every person who [converts], I get [value].
For every person who buys a book, I get $9.
For every person who views my latest article, I get $3.
For every person who follows me on Facebook, I get $.41.
FIND 5 GOALS. ATTACH VALUES.
GOOGLE ANALYTICS
SETTING UP
COPY
PASTE
OR…
WHAT TO TRACK
QUANTITY QUALITY CONTEXT
VALUE
QUANTITY
HOW MANY?
QUANTITY
HOW MANY? VISITS PEOPLE PAGEVIEWS
QUANTITY
QUANTITY
VISIT 1 PERSON 1 TIME
QUANTITY
VISITORS 1 PERSON 1 TIME A VISIT
UNIQUE VISITOR 1 PERSON 1+ TIMES A PERSON
QUANTITY
PAGEVIEW = 1 PAGE LOADED
QUALITY
QUALITY
QUALITY
QUALITY
OMG WHAT THE HELL'S GOING ON! UNIVERSE
ENDING PARADOX AARRRGHHH!!!!
QUALITY
oh. heh. never mind.
CONTEXT
WHAT’S GOING ON?
CONTEXT
WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
CONTEXT
CONTEXT
CONTEXT
QUALITY
CONTEXT
MEDIUM WHAT KIND SOURCE WHERE
CONTEXT
CONTEXT
CONTEXT
CONTEXT
CONTEXT
50% OF ALL SEARCHES
CONTEXT
FUUUUUUUUUUUUUUUU…
CONTEXT
CONTEXT
MEH.
CONTEXT
CONTEXT
QUANTITY QUALITY
VALUE
WHAT’S IT WORTH TO YA?
VALUE
YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
VALUE
YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
VALUE
BASIC GOAL AN E-MAIL SIGNUP
VALUE
VALUE
GOAL PAGE URL
VALUE
VALUE
VALUE
GOAL PAGE URL
NOT OPTIONAL!
For every person who [converts], I get [value].
VALUE
VALUE
WEBMASTER TOOLS
TO USE, OR NOT TO USE?
AN EXAMPLE
i don't think this writing stuff has any value.
this has too many words.
91000 x $24 = $2,184,000
ANOTHER EXAMPLE
FINDING OPPORTUNITY GAPS
Nice average position
Decent CTR
And some clicks
Good!!!
Bad!!!!
Query Content Bounce rate + Intent
Generalities
Smart-assery
Fail
Conclusion: Get specific. Write a real proposal template.
METRICS TO IGNORE
HITS
175 HITS
186 HITS
50 HITS
COMPARISONS
Our competitor’s site takes 25 seconds to load. What’s the problem?
THE WRAPUP
Analytics connects action to value
Analytics provides next steps
1. Determine goals. 2. Get set up. 3. Track quantity, quality,
conversions and value.
4. Don’t worry about hits or the other guy.
portent.co/saneanalytics
(Yes, use .co, not .com)
Me:
@portentint plus.google.com/+IanLurie
US: portent.com
c'mon by!
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