What you measure matters

WHAT YOU MEASURE, MATTERS

Lorraine Ball | Roundpeg

WHAT SHOULD YOU MEASURE?

Visits | Views | Conversion

VISITSIf you build it, will the come?

Metric: Sessions (Visits)

• Objective: More visits than a year ago

Metric: Visits

• Where do visitors come from?

Where Does Traffic Come From?

Organic Search Direct Referral Social Email

Action : Target Each Source

• Increase – Direct traffic with off line activity– Organic traffic with content– Referrals with directory listings and

cross promotion– Social traffic with activity– Create or expand your email list– Consider paid advertising when all else

fails

VIEWS (INTEREST)People come, now what?

Metric: View

• Objective: At least two pages per visit

• Common mistakes– Too many choices– Slow load speed– Non-responsive design– Poor navigation

Metric : Interest

• What attracts people– Landing pages

Page % of Traffic

/ (Home Page) 38%

/2009/11/do-whole-house-humidifiers-work/ 9%

/2013/11/why-does-my-furnace-smell/ 7%

/contact-us/ 7%

/about-us/customer-feedback-form/ 6%

/electrician/ 5%

/2013/01/hvac-tax-credits-2013/ 3%

Metric: Interest

• What are people interested in– Most popular posts– Path – Do you have internal links

Common Mistake: Interest

• Common Mistakes– Old, thin or unoriginal content– Not treating your website as the center

of your marketing

Action: Create Clear Path

Action: Create a Clear Path

Conversion

• Contacts and inquiries • Newsletter signups• Service requests

Action: Increase Conversion

• Give people something to do– Add downloads, check lists and surveys– Create web based offers– Add service renewal and scheduling

Stay in Touch

Lorraine Ball.lorraine@roundpeg.biz | @lorraineball www.roundpeg.bizFacebook.com/roundpegindy