This presentation was for a group of HVAC Contractors

1. WHAT YOU MEASURE,
MATTERS
Lorraine Ball | Roundpeg

2. WHAT SHOULD YOU
MEASURE?
Visits | Views | Conversion

3. VISITS
If you build it, will the come?

4. Metric: Sessions (Visits)
• Objective: More visits than a year ago

5. Metric: Visits
• Where do visitors come from?
Where Does Traffic Come From?
Organic Search Direct Referral Social Email

6. Action : Target Each Source
• Increase
– Direct traffic with off line activity
– Organic traffic with content
– Referrals with directory listings and cross
promotion
– Social traffic with activity
– Create or expand your email list
– Consider paid advertising when all else fails

7. VIEWS (INTEREST)
People come, now what?

8. Metric: View
• Objective: At least two pages per visit
• Common mistakes
– Too many choices
– Slow load speed
– Non-responsive design
– Poor navigation

9. Metric : Interest
• What attracts people
– Landing pages
Page % of
Traffic
/ (Home Page) 38%
/2009/11/do-whole-house-humidifiers-work/ 9%
/2013/11/why-does-my-furnace-smell/ 7%
/contact-us/ 7%
/about-us/customer-feedback-form/ 6%
/electrician/ 5%
/2013/01/hvac-tax-credits-2013/ 3%

10. Metric: Interest
• What are people interested in
– Most popular posts
– Path – Do you have internal links

11. Common Mistake: Interest
• Common Mistakes
– Old, thin or unoriginal content
– Not treating your website as the center of your
marketing

12. Action: Create Clear Path

13. Action: Create a Clear Path

14. Conversion
• Contacts and inquiries
• Newsletter signups
• Service requests

15. Action: Increase Conversion
• Give people something to do
– Add downloads, check lists and surveys
– Create web based offers
– Add service renewal and scheduling

16. Stay in Touch
Lorraine Ball.
lorraine@roundpeg.biz | @lorraineball
www.roundpeg.biz
Facebook.com/roundpegindy