Key Issues

• We’re not sure we’re analyzing the right metrics to make business decisions on
• We receive data dumps, but no actionable recommendations to improve lead generation via analytics data
• We haven’t taken advantage of advanced segmentation options to gather intelligence on audience segments
• Measuring content and social media are areas that need improvement

Our lead generation services always include analytics management; a must.

NuSpark Marketing founder Paul Mosenson is an avid Google Analytics power user; because the majority of the marketing decisions we make for clients are supported by Google Analytics data.  The intelligence gathered from this important free tool is amazing, and we always am intrigued why many firms don’t understand how to interpret the data to make actionable business decisions.

The first thing we do is create goals for your website.

We’ve touched on conversion goals before, but with analytics we can get more granular.  There are two types of online conversions:

Macro conversions:  A macro conversion is the final desired action performed by a prospect.

• Ecommerce:  A sale, or a “receipt” page after the purchase is completed
• Catalog site: The “Thank you” autoresponse page after a request form is filled out
• Lead generation site:  The “Thank you” autoresponse page after content is downloaded or an event registration form is filled out

Micro conversions:  These are important engagement goals that lead up to a macro conversion. Examples:

• Ecommerce: Cart page, review order page (Thus we can track cart abandonment and plan strategies to increase sales)
• Catalog site/Lead generation site:  We can track specific pages visited, time on site, pages per visit, videos viewed, PDFs downloaded, and blogs read.

All conversions can be measured by segments of audience.

We’ll look at specific segments and make conclusions based on the data we see.  Some of the segments we’ll look at are:

• Media source (Banners, pay per-click, social media, newsletters, email)
• Keyword (What keywords, paid and organic, perform desired actions)
• Content (What pages do audiences spend more time with, and what pages make people exit the site).

Conversions can be weighted by “goal value.”  When we set up goals with Google Analytics, goals are given a point or dollar value.

We use a ranking of 1-10.  Using a value system priorities the importance of certain goals, otherwise all goals are treated the same.  For example, if we set up a macro conversion, we give it a 10 point value, because macro conversions are the most important.  Micro conversion goals receive lesser points.  If we decide reading your blog page was more important than the average time on your site goal (over 3 minutes), then the blog page conversion would receive a higher goal value than the average site time goal. When we measure your site by segments, the key metric we use then is “Per Visit Goal Value” because the measure represents a composite index of the value of that metric.

By measuring goal completions, goal conversion rates, and the per-visit goal value, we can make some significant decisions on what audience segments bring in the best, most engaging quality traffic. 

Key Content Statement

By measuring content pages, site navigation, and content downloads, we can determine what types of content generate higher level of conversions, and improve pages with weaker content.

Summary of Approach

Measuring online conversion activity is a crucial step to analyzing the effectiveness of traffic coming to your site, and the behavior of users when they get to your site. By making important conclusions and recommendations, your online marketing and content investments can be optimized, and your cost-per-lead becomes more much more efficient.

Next Stop: Lead-Generating Content