Whether you run a small consulting firm or an online store, WordPress is a great platform for your business web site. But just like any other business investment, you need to make sure you’re getting as much as possible out of your site. This deck covers ways to measure the success of your website, including: How to set up your WordPress site to give yourself the best chance to reach your target customer, WordPress plugins to promote your site, capture leads and convert more sales, tips and tricks for Google Analytics to measure the performance of your site and your other marketing efforts and other useful tools to help you understand how to improve your site and your business. Originally presented by Mike Whaling at WordCamp Columbus, August 2014.

1. WordPress for Business:
Measuring Your Success
Mike Whaling, 30 Lines
@30lines // #wccbus

2. How do we help our customers
buy more stuff?
@30lines // #wccbus

3. For Today
• Content Marketing: Don’t overthink it
• SEO: WordPress is the tool for the job
• Email: From your website to their inbox
• Landing Pages: Keep it simple
• Social Media: Keep social users on your site
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4. 2 Ways:
Drive more traffic.
Convert more leads.
@30lines // #wccbus

5. via Moz

6. How do we
drive more traffic?
@30lines // #wccbus

7. Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus

8. via Moz
How does each piece of our
presence help tell our story
at each step in the funnel?

9. Create the online presence
you want
prospects to see.
@30lines // #wccbus

10. WordPress is the engine for your
content machine.
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11. What kinds of content?
• Blog posts
• FAQs
• Infographics
• Checklists
• How-to guides
• Lists
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• Case studies
• Testimonials
• Behind the scenes
• Tutorials
• Videos
• Podcasts

12. What good is a great website
if no one ever sees it?
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13. Be easy to
discover.
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14. Be easy to
discover.
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SEO? Predicting the future

15. Be easy to
discover.
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What determines your rank?

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Get this plugin:
WordPress SEO by Yoast

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WordPress SEO

18. WordPress SEO
• “Pretty” permalinks
• Meta titles and description
• Good, descriptive links (Breadcrumbs)
• XML sitemap (Submit this to GWT, BWT)
• Social shareability (Facebook, Twitter, G+)
• Site speed! (Especially on mobile)
@30lines // #wccbus

19. Be
visual.
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20. Street View Inside
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21. How do we
convert more leads?
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22. Be
mobile ready.
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24. Remove friction to help them
take the next step.
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Create a “no-brainer” offer

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Build your list early

27. Build Landing Pages
• SeedProd
• LeadPages
• Rainmaker
• Optimizely
• Unbounce
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28. Provide
validation.
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29. Get this plugin:
Schema Creator

31. Make it
easy to follow.
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32. @30lines // #wccbus

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Get this plugin:
Pippity

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Use this tool:
MailChimp

35. Make it
easy to share.
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36. @30lines // #wccbus
Get this plugin:
Jetpack

37. Use this tool:
TurnSocial

38. How do we know
what’s working?
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39. Know what success
looks like.
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Get this plugin:
Gravity Forms

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Send autoresponders

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Use this tool:
Google Analytics

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What to measure
• How are people finding us?
• Sessions, Sources, Keywords, Landing Pages
• How are visitors using our site?
• Users, Devices, User Flow, Site Content
• Are visitors taking the desired actions?
• Behavior Flow, Bounce Rate, Events, Goals
• What marketing sources are working best?
• Sources, Campaigns, Conversion Goals

44. @30lines // #wccbus
Set Goals
Is our website working?
Is your website working?

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Potential Conversion Goals
• Contact form completed
• Visited 3 or more pages
• Signed up for e-newsletter
• Spent 5 minutes on site
• Watched video tutorial
• Shared white paper

46. @30lines // #wccbus
Measure sales/leads

47. Leads generated: 63
!
Average value of each customer: $17,640 (over 18 mos)
Closing ratio from website: 10%
Each lead is worth: $1,764
!
Total traffic to site: 1,870 unique visitors
Each unique visit is worth: $60.40
!
Top converting referral sources:
1. Google Organic (25)
2. Direct Traffic (21)
3. Parent Company Site (7)
4. Craigslist (4)
5. Bing (3)
6. Apartments.com (1)
@30lines // #wccbus

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Track your campaigns
Set annotations to track offline campaigns

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Set alerts
How are we doing?

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Use this tool:
Google URL Builder

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Track your campaigns
Know what’s workingTrack campaigns, know what’s working

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Use this tool:
Bitly
URL Shortener + Tracking
bit.ly
URL Shortener + Tracking

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Use this tool:
Bitly
URL Shortener + Tracking
bit.ly
Add + to see stats
Try it: bit.ly/wccbus14+

54. Understand your social reach
@30lines // #wccbus
Use this tool:
Facebook Insights
Understand your social reach

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Who’s pinning our content?
pinterest.com/source/mywebsite.com

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Dig deeper
• Call tracking
• Audience segmenting/targeting
• Remarketing
• Split (A/B) testing [“Experiments”]
• Lifecycle marketing

57. How do we use the data to
get better?
@30lines // #wccbus

58. via Moz

59. Build Your Online Presence
Website & Blog
Social / PR Email Advertising
Local Listings Rich MediaReviews
@30lines // #wccbus

60. WordPress Plugins
• SEO: WordPress SEO by Yoast
• Contact Forms: Gravity Forms
• Subscription Popups: Pippity, OptinMonster
• Landing Pages: SeedProd, LeadPages
• Social: TurnSocial, JetPack
• Ecommerce: Shopp, WooCommerce
• Branding: YOURLs Link Creator
@30lines // #wccbus

61. Other Tools
• GREAT VISUALS (Google Business Photos)
• Email service provider (ESP: MailChimp)
• Google Analytics
• Google Webmaster Tools
• Bitly
• Freshbooks
• Stripe
@30lines // #wccbus

62. More tools and resources:
@30lines
#wccbus

63. Let’s talk.
@30lines // #wccbus

64. Mike Whaling, 30 Lines
30lines.com
614.859.5030
@30lines // #wccbus