Using Your Web Stats to Improve Usability & Get Results Presenter: Chrissie Alquinta, Digital Marketing Strategist

January 19, 2012

KEY TAKEAWAYS

Balance Interactive Inc. www.BalanceInteractive.com

•  How tracking your website’s performance allows you to make informed decisions about the content, design & usability of the site – allowing you to make informed decisions about efficient allocation of business resources

•  How Google Analytics can give insight into:

•  Traffic trends

•  Types of traffic/visitors

•  Visitor behavior

•  SEO & social media effectiveness

•  How to access & use this great data

WHY DOES THIS MATTER?

Balance Interactive Inc. www.BalanceInteractive.com

•  To help determine whether & to what extent your site is working to accomplish business goals

•  Saves time & money

•  Allows you to make website changes based on facts rather than guesswork

CASE STUDY: WHY IT MATTERS

Balance Interactive Inc. www.BalanceInteractive.com

In a one year time span:

•  Visits increased 16%

•  Pageviews increased 22%

•  Online email list subscriptions grew by 25%

•  Online appt. sheet downloads grew by 69%

•  New visitors increased by 11.7%

•  Traffic to the blog grew by 61%

•  Traffic to social media increased by 79%

•  Refferal traffic to website increased from:

•  Blog – 52% rise

•  Facebook – 120.5% rise

•  Twitter – 100% rise

•  Google – 13% rise

•  Donations increased by more than 130%

•  Client conversion rates increased by 20%

HOW TO GET STARTED

•  Preparation is key!!! –  Identify goals & key performance

indicators (KPIs) –  Collect baseline data –  Set target values for each KPI

Balance Interactive Inc. www.BalanceInteractive.com

Balance Interactive Inc. www.BalanceInteractive.com

TRAFFIC TRENDS

TRAFFIC COMPOSITION

TRAFFIC SOURCES

VISITOR BEHAVIOR

VISITOR ENGAGEMENT

KEYWORDS

CONTENT

LANDING PAGES

GOAL ACHIEVEMENT

GOAL ACHIEVEMENT, PART II

QUESTIONS?