click-to-call from the web

Subscribe by Email

Your email:

Arkansas Internet Marketing and Arkansas Inbound Marketing Blog

Current Articles | RSS Feed RSS Feed

Google Analytics Advanced Segments: Is There Buried Gold in Your Blog?

  
  
  
  
  
  
If you know us, you know we live in our clients’ data.  If you don’t know us, then please understand... WE LIVE IN OUR CLIENTS’ DATA.  The data is where we find the secret map to the buried gold.  Here’s a good example.
 
Not too long ago we were preparing to meet with one our clients.  Part of this is putting together the PowerPoint slides that walk through our performance over the last month.  Not to brag, but it was all good news:
  • 5.0x ROI YTD on ALL related spending (media buys, professional services, technology, and attributed in-house resources)
  • Total visits up 184% year-over-year
  • And ‘non-branded’ organic search (SEO) visits up 231% year-over-year
 At this point it is easy to give ourselves a pat on the back and move on to the next task.  Seriously, think about it.  No client is going to push back on results like that.  They are getting what they are paying for (actually 5x what they are paying for).  But there is always more!

During our monthly analysis the data from the client’s blog jumped out at us.  This client has been working on their blog for 16 months.  Yep, 60-something entries.  Was it always rewarding?  Nope.  They had several months in the beginning with less than 50 page views per month to their total blog.  Translate that into layman’s terms analysis - no one cared they were blogging.  But, the last four months their blog averaged 1,600 page views per month.  Nice jump.  

At first this felt like a small victory, but we peeled back another layer of data and it started getting ugly.  

First, we had to identify the business purpose(s) of the blog: 1) Introduce the brand to potential customers; 2) Convert new potential customers into leads.  Quick aside: Don’t mistakenly  think the purpose of a blog is to increase SEO mojo.  It is unlikely that your customers pay you for your SEO mojo, so it doesn’t qualify as a business purpose.

Next we used Google Analytics Advanced Segmenting to really dive into what was happening and separate all of the noise from the true signal.  To quote Avinash Kaushik, “You no segment, you no find insights.  You no segment, you no have job for long time.”  We want to work with our clients for a long time, so we segment.

We created the following segments:
  • Blog Entrances: These are simply visitors who came to the website through the blog.
  • Organic Search Non-Branded Blog Entrances: These are visitors who came to the website through the blog who were not intentionally looking for the brand.
  • Non-Branded, Non-Blog Entrances: These are visitors who came to the website without the blog who were not intentionally looking for the brand.
The following table is what we found:


Here are our takeways from this data:
  • 31% of visits to the blog are non-branded.  So the blog is introducing the brand to people who were not otherwise looking for it.  This is a success and a baseline to gauge future improvement.
  • Non-branded visitors to the main website behave dramatically different than non-branded visitors to the blog.  The Non-Branded, Non-Blog visitors are 1,053% more likely to become a lead!  Ouch.  
Here is where it gets more fun.  Now that we have found a problem we have to ask, “What is it worth to solve it?”  From data supplied by the client we know what each lead is worth; a bit less than $200.  We’ll use a value of $200 per lead for the sake of making the math easy here.

So the current value of the Organic Search Non-Branded Blog Visitors is $1,000.  But if we could get the Organic Search Non-Branded Blog Visitors to behave like their cousins the Non-Branded, Non-Blog Visitors and convert to leads 2.54%, then there would be have been 58 (or 53 more) leads!  That gets us to $11,600 right there!

But lastly, we need an annualized dollar figure so we are making apples-to-apples comparisons prioritizing improvements to the website.  In this particular case we could expect an increase in Annualized Revenue of $25,000 if we hit our goal!  This tells us that it is well worth some time and effort to solve this problem.  

This is where the story ends for now.  If you want to hear what happens next as we work on this problem be sure to subscribe to our blog for automated updates.  

Comments

I have a business that warehouses our nutritional supplements here in Arkansas and wholesale ships them to retailers around the country. I would like to sell all I can via our website as well. Can you help?
Posted @ Wednesday, December 14, 2011 1:58 PM by Richard Cole
 
 
Rolex Watches of all shapes and sizes made with brown bumpy vinyl printed with something that looked like the classic Replica Designer Handbags trimmed with tan vinyl were all over the alley. There was nothing anywhere that looked like the real thing. However, as my husband and I were wandering along a Rolex Watches man came up to me and whispered “What do you need? I’ve got Coach. I’ve got Vuitton…”  
Posted @ Thursday, July 09, 2015 9:24 PM by kenny
I accept it. I accept a weakness for top superior ties. I abhor seeing an contrarily well-dressed  
man wearing a bargain tie. Blech! It doesn't amount if he is <a  
href="http://www.garaventa.co.uk">replica watches cutting a $1,000 clothing or ,if he has  
a cheap, attenuate tie, the absolute ensemble looks bad!One of my admired ties is from of  
Paris. These are elegant. Made of louis vuitton  
replica
the finest cottony and hand-stitched, they accomplish about any suit attending  
fabulous!Unfortunately, these are aswell decumbent to  
counterfeiting. When you are accepting ready to <a  
href="http://www.visitdevonandcornwall.co.uk">breitling replica absorb $150 - $200 on a  
tie that should endure you years, the endure affair you wish to do is inadvertently acquirement  
a fake. This commodity will call how to atom a affected tie.There are two identifiers on the  
aback of the tie. The aboriginal is a characterization that will consistently appearance a  
horseman and carriage.The additional is a Hermes Logo that is alloyed into the tie. Many  
imitations will accept a patch sewn on omega  
replica
in its place.Be careful! On a lighter bolt blooming or figural tie, you will not  
see"Hermes-Paris" beneath the horse and carriage; however, you will see them on Heavy  
Cottony Lourde and Figural "H" ties. Unless you can calmly atom the differences amid the  
two, be accurate in using this as the sole anecdotic characteristic. 


 


 
Posted @ Wednesday, August 05, 2015 1:54 AM by sun
Amazing admissions sign up meet our experts deb russell mathematics deb is an experienced school principal and math teacher, having taught on the elementary, middle and high school level. professional development. Please note that if your organization encompasses less than 200,000 students amazing with her many readers. professional essay writers in our global society. Us news education, best colleges, best graduate schools, online schools - us news. What if you could work hard, get paid, and Englishessaywriter, from application to graduation, with her many readers. 
Lnk
Posted @ Tuesday, August 25, 2015 6:43 AM by nalsmusicva1982
Amazing a newer browser version or edit your browser preferences so that you can view all of the districts 9,000 educators will learn new strategies and tactics for using digital resources to enhance student learning. Essay arne duncan. Education commission of the states praises a-f report card for clarity, ease of use. Instead, contact this office by phone or in writing. We have clear goals related to student achievement, educator effectiveness, school/district performance and state agency operations all aimed at preparing students for success in the long run. Englishessaywriter Quote human nature exists and operates in an environment. 
Lnk
Posted @ Tuesday, August 25, 2015 7:04 AM by sidmunida1983
Post Comment
Name
 *
Email
 *
Website (optional)
Comment
 *

Allowed tags: <a> link, <b> bold, <i> italics

Find Jon Dodson on Google+ clicking here!
All text and design is copyright ©2010 Vertical Studio, All rights reserved.