Using Google Analytics in a Few Clicks

On March 22nd, Chicago AMA members and guests gathered at 1871 to hear from Google Analytics expert, Andy Crestodina. In addition to being the Co-Founder and Strategic Director at Orbit Media, he also serves as a mentor at 1871, an Adjunct Professor at Loyola; and was named in the “Top 10 Online Experts I’m Following in 2015” by Forbes Magazine. The night’s topic was “Applied Google Analytics: Insights and Actions,” a presentation that he will be giving as a keynote speaker at an upcoming conference–and we were lucky enough to hear it first!

A well-seasoned speaker, Crestodina breezed through his slides with the ease of a professor teaching his most passionate subject. In fact, he joked that if his soon-to-be-born child could learn one thing, he hoped it would be Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO). His over-arching statement is this: Traffic times your Conversion Rate is what will equal success for your website.

Let’s take a look at how he illustrated this throughout the evening. The broad topics covered were:

  • Reporting vs. Analysis: How most marketers get Analytics wrong
  • Turning ideas into questions
  • Analytics Insights
  • Audience Insights: WHO is visiting?
  • Acquisition Insights: WHERE are they coming from?
  • Behavior Insights: WHAT are they doing here?
  • Conversion Insights: WHICH pieces of content are successful?

Before diving into the tips and tricks of Google Analytics, Crestodina ensured that the group was on the same playing field by quizzing the audience on the difference between data (pages of reports) and analytics (words written about those reports).

Analytics are KEY to your business, and he likened them to being the driving wheel of your company–you wouldn’t just hand that over to anyone, would you? He encouraged each of us to take the driver’s wheel and learn to run these reports, perform the analytics and cautioned against outsourcing the analytics 100% to an outside firm.

Additionally, once you have the analytics in front of you, he encouraged the asking of questions, putting the answers into actionable tasks and performing a series of tests to ensure the path taken was helpful, fruitful and profitable to your company.

The reports sections included and discussed in his presentation were: Audience, Aquisition, Behavior and Conversion. These four sections of Google Analytics contain reports that can unlock the mystery of who is visiting your website, where they are coming from, what they are doing once they are there, and which content is getting them to stay. Let’s take a look at a small sample of the reports discussed.

Audience & Acquisition – Mobile vs Not

Within three clicks in Google Analytics, you can discover what percentage of your website traffic is fed from mobile devices. That’s interesting. Take it a step further. Combine Traffic data with a CRO analysis and you can find out if your mobile audience is less or more engaged than your non-mobile audience. Now you have somewhere to start, questions to ask and answers to test.

Behavior – “The Report of Broken Dreams”

Again, with just a few clicks within Google Analytics, you can see the terms that users searched for and then the amount of people that left your website because they couldn’t find what they were searching for. The insight? Write about that topic! Crestodina says to think about your website as if it were a city.  Put your “Billboards” where your “Traffic” is. Know your most popular road (or paths, on your site) and load it up with your best and most searched for content.

Towards the end of his presentation, Crestodina quoted Barry Feldman: “Your website is a mouse trap, your content is the cheese.” He asked the audience: “Are you writing content that your audience desires?” And added, “Strong websites have a conversion rate of 1-3%. Below that, you aren’t going to make any money; over that, you’re going to be a millionaire.”

The message was clear: Traffic times Conversion Rate equals success. Crestodina provided clear steps on how to run a good set of reports that any business owner can start with to help he or she analyze why a piece or a side of that formula is not working for his or her business. The presentation ended a joyful applause and a few whispers of “I wish I could go work on these reports right NOW!”

About the Author

Ms. Ramsey is the owner of Besty Bash, LLC, a creative social media & digital marketing firm in Chicago. In her free time, she enjoys listening to live music and chatting about it on her blog, www.LaurenIgnited.com.

Twitter: @TweetsByBetsy / @LaurenIgnited
LinkedIn: www.linkedin.com/in/laureneramsey

Social Media Rules! How Can Higher Ed Marketers Reach Prospective Students?

When trying to reach Generation Z or Millennials, SnapChat, Instagram and Twitter are the “it” social media platforms. Print still serves a purpose — mainly driving the recipient to your digital presence – but social media is the place where engagement and conversion happens. That was the message Michael Mullarkey, chief executive officer of Chicago-based Brickfish, delivered at the Higher Ed SIG gathering that took place April 6.

The SIG meeting, which was held at Troquet North, was a discussion about how to optimize social media for colleges and universities. In keeping with our new format for these gatherings, the meeting was more of a moderated conversation as opposed to a presentation.  It was a huge success!

Brickfish, whose slogan is “Engagement is Everything,” manages the content and social media of large brands like Neiman Marcus and Hertz.  Relevant, fresh content along with a quick response to visitors’ queries is essential to the success of any enterprise. Generation Z and Millennials expect instance responses. Mullarkey believes Facebook is still important, but these cohorts spend most of their time exchanging rapid-fire communiqués with their friends on SnapChat and WhatsApp. Marketers need to become a relevant part of these exchanges.

Mullarkey also spoke about the shrinking reach of Facebook and Instagram. Once brands established their presence on these platforms, these firms monetized their sites.  You now have to boost your post to expand your reach and that requires paying for it. He offered some advice about how to get around having to pay, which includes unique, relevant content, engagement and short video.

Bottom line: For us higher education communicators, it’s new a world. We just need to fasten our seat belts and enjoy the ride.

Betsy Butterworth Dean Petrulakis

Betsy Butterworth and Dean Petrulakis

Co-Chairs, Chicago AMA Higher Education Special Interest Group

The Simple Economics of Decline Salvage

REDUCE CHURN – THE ECONOMICS OF DECLINE SALVAGE FOR ONLINE MERCHANTS

verifyA recurring customer is valuable; reduce churn and increase lifetime value. Request a copy of “The Simple Economics of Decline Salvage” Use Decline Salvage to recover customers that would otherwise be lost to card decline.

Churn is the most important metric for companies with subscription payment models. Each customer lost today negatively impacts future annuity revenue streams, producing a negative churn rate that impacts profitability and valuation.

Decline Salvage service delivers a significant positive ROI every time and significantly adds to a merchant’s bottom line.

The cost to reduce churn from credit card decline is minor. Request a copy of our white paper now and learn how credit card declines are increasing your churn and learn how to stop this PREVENTABLE drain on revenue.