You’ve been blogging for years, but traffic growth is slow and leads are flat. Now what? Your Analytics are telling you what to do next. Here’s how to listen.. Key Takeaways Include: 1. How to get more value from the same audience 2. Advanced Analytics for faster list grown and higher rankings 3. Tips for deeper engagement and collaboration 4. Find topics that connect, share content with a targeted audience

1. Wine & Web #33
Andy Crestodina
@crestodina #wineweb
Analytics for Bloggers

2. (SR) CTR = V
V x CR = L
(L x CL)(P – Dc) = $
L = leads
P = price
CL = closing rate
Dc = delivery costs
$ = profit!
S = search volume
R = rank
CTR = click
through
V = visits
CR = conversion
Website ROI is complicated…

3. Traffic x Conversion Rate = $
…so let’s make it simple

4. 1. TRAFFIC
The total number of visitors to the website
2. CONVERSION RATE
The percentage of visitors who take action
– Leads
– Customers
– Subscribers
– Donors
– Etc.
It comes down to two little numbers

5. The Funnel

6. The Funnel +
Marketing

7. 7
Types of traffic…

8. Visitor Flow

9. 9
Where there’s traffic, there’s hope!

10. TOP
OF THE FUNNEL

11. TOP of the Funnel

12. Audience Overview Report

13. Healthy!
Risky…
Diversify Your Traffic Sources

14. 14
Top Content Report

15. 15
Find Your Traffic Champions

16. Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
The spike …and the long tail

17. Which posts have the most
ranking potential?
Low Hanging SEO Fruit

18. 18
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two!

19. 19
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page 2…

20. 1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase
How to find posts with traffic potential

21. • Once in the beginning of the Title <title>
• Once in the Header <H1>
• 4 – 6 times in the Body text
• In the link text of other pages linking to the
page
Link, Link! Nudge, Nudge!
Now, indicate the relevance (on-page SEO)

22. 22
Finding Candidates for Internal Links

23. 23
Finding Candidates for Internal Links

24. • Improve the quality with more detail and length
• Target a different (longer, less competitive)
phrase
• Create more content on related topics, link.
• Create content in another format…
Still not ranking?

25. MIDDLE
OF THE FUNNEL

26. MIDDLE of the Funnel

27. 27
Campaign Report

28. Heat Maps: Crazy Egg

29. “From day one I knew that in the end, what
was most important was going to be email…”
Source: Capturing Emails and
Committing to Quality
Copyblogger (Feb, 2014)
- Michael Stelzner
Strengthen the Middle of the Funnel

30. Before
After
Conversion Optimization for Subscribers

31. 31
1900% Increase in Subscribers

32. 32
• Prominent
• Promise
• Proof
Why did that work?

33. • Tons of Form Fields
• Asking for Personal Info
• No Proof
• No Promise
Worst Signup Form Ever

34. Which are the most compelling
posts on your blog?
Find Your Conversion Champions

35. 35
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers Per Blog Post

36. 36
Pageviews Per Blog Post

37. …also known as conversion rate!
Subscribers Per Pageview Per Blog Post

38. 38
How to Find Conversion Champions

39. • Put it into heavy rotation on the social networks
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write and pitch a guest post linking back to the page
• Write a roundup of your best posts, put it at the top
• Link to the post from other high traffic pages
Now put on your traffic driving gloves!

40. BOTTOM
OF THE FUNNEL

41. BOTTOM of the Funnel

42. Conversion Report

43. Why Do Visitors Convert?

44. 44
Social Proof and Testimonials

45. When you say it, it’s marketing.
When they say it, it’s social proof.
Social Proof and Testimonials

46. 46
Never Make a Testimonials Page

47. 47
Subsequent Conversions

48. Subsequent Conversions

49. Combine Your Champions

50. 50
EXAMPLE: How to Market an Event

51. 51
EXAMPLE: How to Market an Event

52. 52
EXAMPLE: How to Market an Event

53. EXAMPLE: How to Market an Event

54. 54
Where there’s traffic, there’s hope!

55. BONUS! Author Stats Report

56. 56
BONUS! Author Stats Report

57. Wine & Web
Andy Crestodina
@orbiteers #wineweb
Thank you!