How to Get the Most From the Website Visitors You Already Have · 2017. 9. 28. · A better goal...

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@michelelinn

How to Get the Most From the Website

Visitors You Already Have

Michele Linn

Editorial Strategy Advisor

Content Marketing Institute

@michelelinn

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@michelelinn 1

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15 – 17%

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What should we be doing with the existing content on our website?

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Which pages have the biggest opportunities to ”do more” for our

brand?

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What actions should I take on those pages?

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How do I stay organized?

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3 Google Analytics Reports + 5 Scenarios

(And a bunch of tips thrown in)

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3 Key Reports

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Traffic from Organic Search

Site Traffic

Conversions

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Site Traffic

Conversions

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A (too) common goal for your website

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Traffic**

** 78% of B2B marketers use website traffic to determine how well their content produces results

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Just because a page gets a lot of traffic does not mean it’s an effective page.

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But . . . high traffic pages = a lot of eyeballs

(and potential opportunities)

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Behavior > Site Content > All Pages

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Site

Tra

ffic

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Site Traffic

Conversions

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A better goal for your website

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Traffic Conversions ** These are the actions you want someone to take.

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Co

nve

rsio

ns

– St

ep 1

: Set

up

a g

oal

Source: Andy Crestodina at Orbit Media: http://bit.ly/1Cw3C2E

@michelelinn

Setting Up a New Goal

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Co

nve

rsio

ns

– Se

ttin

g u

p a

go

al

Admin > Goals > New Goal

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Co

nve

rsio

ns

– St

ep 2

: Rep

ort

on

res

ult

s

Conversions > Goals > Overview

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Site Traffic

Conversions

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If a page is getting a lot of traffic from search:

1. Make changes with care if you don’t want to

negatively impact the rankings.

2. Take advantage of additional tools to learn more about what is happening on these pages.

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If a page is not getting a lot of traffic from search:

You may have an opportunity to get more

traffic.**

** If it’s the right kind of page.

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Acquisition > All Traffic > Channels > Organic Search

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Traf

fic

fro

m O

rgan

ic S

earc

h

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Primary Dimension > Landing Page

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Traf

fic

fro

m O

rgan

ic S

earc

h

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3 Key Reports

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Site Traffic

Conversions

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5 Scenarios

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Optimize this page for better

conversions

Optimize this page for search

Re-share on social

Link to this page from high-traffic

pages

Re-run this if a blog

post

Holy grail: High traffic + high conversions + high search

Not needed Not needed Yes Yes H

Search optimizer: High traffic + high conversions + low search

Not needed H Yes Yes H

High traffic dud: High traffic+ low conversions + low search

H No – improve conversions first

No No No

High traffic dud with search: High traffic + low conversions + high search


No No No

Conversion champion: Low traffic + high conversions + low search

Not needed H H H H

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Scenario #1: Holy Grail Pages

High traffic + High conversions + High search volume

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Keep these pages performing as they are.

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Track and review these pages regularly (e.g. quarterly)

for currency and performance.

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conversions


Re-share on social


pages


post

Holy Grail: High traffic + high conversions + high search



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Scenario #2: Search Optimizers

High traffic + High conversions + Low search volume

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conversions


Re-share on social


pages


post

Search optimizers High traffic + high conversions + low search


Scenario #2: Search Optimizers

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Scenario #3: High Traffic Duds

High traffic + Low conversions + Low search volume

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conversions


Re-share on social


pages


post

High traffic duds High traffic+ low conversions + low search


No No No

Scenario #3: High traffic duds

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It may be OK that the page does not convert well if visitors are going to other

pages that convert well.

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What are people doing once they get to this page?

Behavior > Site Content > All Pages > Click on page you want to review

> Navigation Summary 36

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Links From Your Site: Navigation Summary

Next page path = The page on your site that someone visited after arriving on this page.

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Scenario #4: High Traffic Duds with High Search

High traffic + Low conversions +

High search volume

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conversions


Re-share on social


pages


post

High traffic dud with Search High traffic + low conversions + high search


No No No


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If a page has a high search volume, you have additional opportunities

to learn what people want to get from that page

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Using SEMrush

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Using SEMrush

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Scenario #5: Conversion Champions

Low traffic + High conversions + Low search volume

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Share these pages liberally!

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conversions


Re-share on social


pages


post

Conversion champion Low traffic + high conversions + low search

Not needed H H H H

Scenario #5: Conversion Champions

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conversions


Re-share on social


pages


post

Holy grail: High traffic + high conversions + high search


Search optimizer: High traffic + high conversions + low search


High traffic dud: High traffic+ low conversions + low search


No No No

High traffic dud with search: High traffic + low conversions + high search


No No No

Conversion champion: Low traffic + high conversions + low search

Not needed H H H H

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Examples: Putting These Scenarios in Practice

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Example 1: Evergreen Page

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• High traffic

• High search volume

• Low conversions

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Scenario #4: High Traffic Duds with

High Search

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conversions


Re-share on social


pages


post

High traffic + low conversions + high search H No – improve

conversions first No No No


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What are people doing on this page?

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Navigation Summary—Before Changes

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Too many people going to a page that does not convert

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What do people on this page want to learn about?

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SEMrush can help you

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Add link to relevant pages that convert well

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Navigation Summary—After Changes

More people are going to pages that convert well.

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Example 2: Blog post

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• High traffic

• High search volume

• High conversions

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Scenario #1:

Holy Grail Page

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conversions


Re-share on social


pages


post

Holy Grail: High traffic + high conversions + high search



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Both versions:

• High traffic

• High search volume**

• High conversions

** We optimized both for different search terms so they appear for different keywords .

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Get Organized

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Save your key reports

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Save your key reports

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Customize report and select save.

Customize report and select save.

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Access your key reports

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Customization > Saved Reports

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Export data for 3 key reports

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Export data for 3 key reports

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Rank the Traffic and Search Pages

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Calculate Conversion Percentages and Rank

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While the raw number of conversions is mildly interesting, the percentage of

conversions per pageview is key.

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Number of conversions

Pageviews **

Conversion Percentage

=

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Calculate Conversion Percentages and Rank

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Create A Master List

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Track Opportunities

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Track Opportunities

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Annotate Google Analytics

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General Tips

• You have many opportunities right in front of you

• Set up goals now

• Dedicate some time around planning season to identify opportunities

• Get organized so you know exactly which pages to work on + how to

spend your time on each page for the “biggest bang”

• This is part art, part science; you will need to make judgment calls

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@michelelinn

Michele Linn

Editorial Strategy Advisor

Content Marketing Institute

@michelelinn

[email protected]

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How to Get the Most From the Website Visitors You Already Have · 2017. 9. 28. · A better goal...

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Transcript of How to Get the Most From the Website Visitors You Already Have · 2017. 9. 28. · A better goal...