Measuring What Really Matters: Search Marketing Metrics & Tracking Tips TopSpot Internet Marketing David Underwood - President

{ Topics for Today}

1.  The Search Landscape Today 2.  SEO vs. Paid Search or SEO and Paid Search

3.  Analytics Today – Measuring what really matters

4.  Post Conversion Behavior – Beyond the click

5.  Life Time Value of a Customer

{ Search Landscape}

{ Search Landscape}

{ SEO & Paid Search}

{ SEO and Paid Search}

How many of you have had this debate?

How many of you feel that you can stop doing paid search once your organic traffic increases?

{ SEO and Paid Search}

REASON #1 Keyword research & Not Provided Utilizing the flexibility of keyword testing with paid search can guide your SEO focus. Find out which keywords deliver the most qualified visitors that lead to conversions. This will help avoid misguided SEO strategy.

{ SEO and Paid Search}

REASON #2 Alternative Search Phrases It is difficult to “optimize” your site for every potential quality search phrase. By utilizing ppc and SEO as compliments of each other you are able to cover more of the search results for important searches. Interesting Fact – 100 Billion Searches done each month on Google (15% per day – 500 million are first time searches)

{ SEO and Paid Search}

REASON #2 Alternative Search Phrases

Size Material Application Requirement Type

{ SEO and Paid Search}

REASON #3 Landing Page & Content Improvement Evaluating your paid search program “quality score”, you will be able to use that information to improve your SEO strategy. Vice versa, SEO can help improve content and relevancy on pages thus improving the performance of you PPC campaign.

{ SEO and Paid Search}

REASON #4 Online Attribution – understanding user search behaviors For years companies have always given any credit for a conversion to the “last click”. This is not at all what is really happening. Users are utilizing multiple devices, searches, sources, and paths to ultimately make a decision. We will cover more on attribution in a bit

{ Analytics Strategies} Measuring what really matters

{Analytics Strategies}

{Analytics Strategies}

Internal Site Search Your Hidden Focus Group

{Analytics Strategies} Internal Site Search

How many of you have internal site search on your site? How many of you look at site search data in your analytics? How many of you do anything with this data?

{Analytics Strategies} Internal Site Search

How Users Search Your Site  

How Users Search the Web

{Analytics Strategies} Internal Site Search

{Analytics Strategies} Internal Site Search

Path Content > Site Search> Search Terms Example: Testimonials was number one searched term in Site Search

{Analytics Strategies} Internal Site Search

{Analytics Strategies} Internal Site Search

{Analytics Strategies} Internal Site Search

“Can  you  go  through  the  17,000  internal  search  terms  and  tell  us  which  are  the  most  popular?”  

{Analytics Strategies} Internal Site Search

36%  of  Users  Searched  for  a  Size  

{Analytics Strategies} Internal Site Search

IDEA:  Let’s  Build  a  Tool  That  Will  Enhance  the  User  Experience      

{Analytics Strategies} Internal Site Search

•  Monthly Site Search Usage Decreased by 52% •  More People Were Using the Filter Finder vs. Site

Search

So What! Where’s the Business Impact?

{Analytics Strategies} Internal Site Search

Ecommerce Conversion Rate is Up 6.84% Transactions Are Up 12.17% Revenue is Up 19.52% Average Order Value is Up 6.55%  

{Analytics Strategies} Internal Site Search

Tips & Takeaways •  How we search for companies online often differs from how we search their sites.

•  Utilize Google Analytics (or other tracking) to learn what users are looking for.

•  Type in these important terms to see how your site responds.

•  Use data to guide your content strategy (do you need new pages or information)

•  Data can guide your Business Strategy (ex. Food Grade Urethane)

{Analytics Strategies} Internal Site Search

Tips & Takeaways •  Data can guide your Business Strategy (ex. Food Grade Urethane)

{Analytics Strategies}

Multichannel Attribution

{Analytics Strategies} Multichannel Attribution

{Analytics Strategies} Multichannel Attribution

Most Companies would give 100% credit to organic search for company name.

{Analytics Strategies} Multichannel Attribution

Google Analytics Report Conversions ²  Top Conversion Paths

{Analytics Strategies} Multichannel Attribution

User Behavior Examples 02/18/2013 3 p.m. cpc (how to adjust raised floors)   Virginia mason medical center   02/22/2013 12 p.m. organic (how to fix raised floor)   Virginia mason medical center   03/04/2013 1 p.m. cpc (how to adjust raised floors)   Virginia mason medical center   03/04/2013 2 p.m. cpc (data center raised floor)  Virginia mason medical center Online Form  

{Analytics Strategies} Multichannel Attribution

User Behavior Examples 03/01/2013 7 a.m. organic (an 304/316 ss be welded to 17-4 ph) bakerhughes.com 03/01/2013 10 a.m. organic (c544 bronze) bakerhughes.com 03/06/2013 8 a.m. organic (c44300 composition) bakerhughes.com

03/12/2013 12 p.m. organic (farmers copper ltd) bakerhughes.com 03/20/2013 8 a.m. organic (muntz metal pipe) bakerhughes.com 3/20/2013   8:42:28 AM Natural Calls   bakerhughes.com phone call duration - 0:04:05          

{Analytics Strategies} Multichannel Attribution

We utilize a tool to watch companies visiting sites to evaluate user behavior

• Set up “triggers” to email your sales team when a particular company visits your site. (Particular pages, return visitor)

• Utilize this information to “target” companies who have shown interest in your business

• Provide the information they may be interested in by watching their patterns. (Products, Services, Data Sheet, Drawings, etc.)

• Think of it as Caller ID for your website • Probably more of a business development tool.

{Analytics Strategies} Visitor View (Business Development)

• Receive an email alert that “United Rentals” visited our site and the pages viewed.

Can Set alerts based on: •  Pages viewed •  Keywords •  Location •  Company Name •  Industry

{Analytics Strategies} Visitor View (Business Development)

{Analytics Strategies} Visitor View (Business Development)

{Analytics Strategies} Visitor View (Business Development)

Not All Conversions are created equal

{Analytics Strategies} Conversion Quality

Most Analytics tools will just show that a conversion occurred regardless of the quality or value. It is important to evaluate the quality of the conversions by reviewing the context of leads or phone calls.

{Analytics Strategies} Conversion Quality

Example of Google Analytics

{Analytics Strategies} Conversion Quality

Not all Conversions are Created Equal

{Analytics Strategies} Conversion Quality

Key Takeaways • A bad lead can be worse than no lead at all.

• Most analytics tools just show that a conversion (or goal was met) occurred.

• Can cause a disconnect between marketing & sales.

• Evaluating the context of your leads can help you truly determine the actual cost per opportunity.

{Analytics Strategies} Conversion Quality

{Analytics Strategies}

Call Tracking

A well designed landing page can provide all of the information that the user may need and can encourage phone calls.

A unique phone # will appear when a user visits from different sources

{Analytics Strategies} Call Tracking

{Analytics Strategies} Call Tracking

Phone Call Log Provides: •  Caller ID •  Caller Name •  Referring Source •  Date & Time •  Call Duration

{Analytics Strategies} Call Tracking

{Analytics Strategies} Call Tracking

1.7 phone calls for every form submission

{Analytics Strategies} Call Tracking

2.4 phone calls for every form submission

{ Post Conversion Behavior}

• Your internet marketing is one piece of the puzzle….what happens post conversion? • The company holds responsibility on how they are handling the inquiries or phone calls.

• The site’s conversion rate may be a lot better than the company’s conversion rate.

• How fast are you responding to online inquiries? Ex. of email submission

• How are you handling the phone calls on your end? This is a crucial and this can have a major impact on ROI.

{Post Conversion Behavior}

Out of 26 phone calls, there were 16 hang-ups….what happened?

21 out of the 26 callers reached a voicemail.

{Post Conversion Behavior}

Any call less than 1:07 was a hang-up. That was how long it takes to allow visitor to leave a voicemail.

{Post Conversion Behavior}

Procter and Gamble called 3 times. 2 of the calls ended with them hanging up on the automated system.

{Post Conversion Behavior}

One company removed the operator option from the automated system without thinking about the user experience. Result – 220 phone calls in 6 weeks that lasted less than 59 seconds (impossible for a conversion to occur) Solution – we convinced them to add an operator option

150% increase in call duration

53 second increase in average length of call

{Post Conversion Behavior}

Lifetime Value of a Client

Lifetime Value of a Client

Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google, Phil Mui – Chief Product Engineer Officer at Acxiom

Quick Question? Which of these displays better results?

A B $10,000 $10,000 100 Visits 50 Visits 25 conversions 12 conversions

Lifetime Value of a Client

Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google, Phil Mui – Chief Product Engineer Officer at Acxiom

Quick Question? Which of these displays better results?

A B $10,000 $10,000 100 Visits 50 Visits 25 conversions 12 conversions

Determining your customer value is key in measuring the effectiveness of you search marketing

{Lifetime Value of a Client}

{Lifetime Value of a Client}

The best way to maximize your ROI is to cut your acquisition costs

Lifetime Value of a Client

Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google, Phil Mui – Chief Product Engineer Officer at Acxiom

Companies need to start Evaluating the true Value of a Customer

CPC Visits

Page views Conversions

Customer Value

Lifetime Value of a Client

Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google, Phil Mui – Chief Product Engineer Officer at Acxiom

Tips & Takeaways •  Identify what makes your ideal customer (Ideal Customer DNA) –

what they buy and complementary products/services, frequency, what types of information they need.

•  Don’t focus only on improving your website conversion rate.

•  Think about marriages (not one night stands), especially with B2B. Repeat customers is your main source of profit.

Lifetime Value of a Client

A Simplified Summary and what does this really mean?

Maximize User Experience (Customer Experience)

Show up where and how they are Searching

Provide a Website that meets their needs and expectations

Use Analytics to evaluate their behaviors and needs.

Don’t forget Customer Service.

{Lifetime Value of a Client}

This should be under constant evaluation

Thank You!