webinar: how to use web analytics to improve website conversions
DESCRIPTION
Today we had our webinar on this subject. You can view the recorded presentation by visiting http://www.seo.com/webinars/webinar-web-analytics-improve-conversion/TRANSCRIPT
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How to Use Web Analytics to Improve
Website Conversions
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Comments & Questions During Webinar
• GoToWebinar Chat Room• Twitter – Tweet @SEOcom • Use #SEOwebinar hashtag
• We are recording today’s webinar• Slides will be online tomorrow• Recording early next week
Tweet @SEOcom questions – Hashtag #seowebinar
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About SEO.com
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Claye Stokes
twitter.com/clayelinkedin.com/in/claye
Director of SEO
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High Level First, Then Drilling Down
• Can’t track what we’re not measuring!• Make sure you’re tracking all of the following with
event tracking:– Form submissions (lead generation, newsletters, etc.)– Downloads– Wishlists– Reviews– Comments– Step completion (in multi-step forms and checkout
processes)
Tweet @SEOcom questions - Hashtag #seowebinar
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High Level
• If a dollar sign can be attributed to any action on your site, then use ecommerce tracking!– Transactions (default)
• Even if users don’t actually pay, use ecommerce tracking to quantify:– Product inquiries– Samples– Offline orders (Nissan)
Tweet @SEOcom questions - Hashtag #seowebinar
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Event Tracking
• First, locate a meaningful action to track
• The code looks like this: <input name="submit" type="submit" id="submit" value="Post Comment“ onClick="_gaq.push(['_trackEvent', 'comment', 'submit', ‘title of post“ />
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Event Tracking
• The report will look like this:
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This Won’t Help Improve Conversion
• Visits• Pageviews• Pages/visit• Another website’s conversion rate
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What Will
• Knowing your current conversion rate, in context– How it has fluctuated in the past, and why– How does it vary among channels?
• Landing page analysis: top vs worst converting• Site speed• The lifetime of a sale• Meaningful touch points that lead to sales• The usual
– Bounce rate– Exit rate on key landing pages
Tweet @SEOcom questions - Hashtag #seowebinar
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Current Conversion Rate
PLEASE don’t pay (much) attention to your global conversion rate
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Current Conversion Rate
• Segment!– How do new visitors convert, vs current visitors?– Blog readers, vs visitors that land on your
services/product pages?– Branded, vs non-branded terms?
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Segment Channels
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Then Ask Questions
• What landing pages rank so well in Yahoo? Why do they convert well?
• Why aren’t our CPC visitors converting at a higher rate?
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Landing Page Analysis
• Compare top converting vs worst converting pages
• Rely on percentages, not volume• Segment content so that you’re comparing apples
to apples– PPC landing pages– Blog pages– Product pages– Category pages– Service pages
Tweet @SEOcom questions - Hashtag #seowebinar
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Landing Page Analysis
1. Go to the Content->Landing Pages report2. Click “Advanced Filter”3. Segment your landing pages in a useful way4. Consider entering a minimum # of visits, to keep the
data statistically relevant5. Sort by Goal Conversion Rate (or Revenue)
Tweet @SEOcom questions - Hashtag #seowebinar
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Landing Page Analysis
Tweet @SEOcom questions - Hashtag #seowebinar
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Landing Page Analysis
• Takeaways– Inspect and record best practices shared among
top converting pages• What does that page convert? Quality of content?
Strong calls to action? Strong testimonials and proof of your value?
– Pay attention to the nature of badly performing landing pages, why aren’t they performing? How can they be fixed?
Tweet @SEOcom questions - Hashtag #seowebinar
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Site Speed
• “For every second slower your site loads, conversion rate drops 7 percent” – Avinash Kaushik
Tweet @SEOcom questions - Hashtag #seowebinar
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Site Speed
• SEO.com bounce rate for page loads greater than 5 seconds is 16% greater than the bounce rate for pages that load in fewer than 5 seconds
Tweet @SEOcom questions - Hashtag #seowebinar
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Site Speed
Tweet @SEOcom questions - Hashtag #seowebinar
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The Lifetime of a Sale
Tweet @SEOcom questions - Hashtag #seowebinar
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The Lifetime of a Sale
• Takeaways– Need long (adequate) cookie life for returning
visitors– Give users an interactive experience by reminding
them where they left off last time (items in the cart, previous items viewed, etc.)
– Watch the behavior and touchpoints of users that take more than a few days to make a purchase. Was social/PPC/email involved? Etc.
Tweet @SEOcom questions - Hashtag #seowebinar
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Meaningful Touchpoints
Tweet @SEOcom questions - Hashtag #seowebinar
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Meaningful Touchpoints
• Takeaways– Consider putting more focus on paid search,
organic search, email, or any other channel that is contributing to sales but may not be a current area of focus
– Most impactful for customers that take more than a day to purchase
Tweet @SEOcom questions - Hashtag #seowebinar
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Questions?
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Claye Stokes
twitter.com/clayelinkedin.com/in/claye
Director of SEO
Connect with SEO.comhttp://twitter.com/seocomhttp://www.facebook.com/seocomhttp://www.linkedin.com/company/seo.com