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