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This presentation was for a group of HVAC Contractors
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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
