Digital Kit by LEAD www.thelead.io
Turning Clicks into Customers
Digital Kit Training SeriesTurn Clicks into CustomersDigital Kit Training Series
Welcome to the get things done session.
Digital Kit by LEAD www.thelead.io
What this training is about
• You are doing marketing. How to make it better?
• Improve conversion rate on your website.
• Use data to make smart marketing & business moves.
It’s a boring web analytics training.
Digital Kit by LEAD www.thelead.io
Who is it for?
• You have a website, and don’t know what to do with it.
• You just started a website, yay!
• Ehh. I got a website and visitors. But no sales.
• You do E-commerce and wanna sell more.
It’s not for everyone, of course.. duh.
Digital Kit by LEAD www.thelead.io
What we are going to do today.
1. Introduction (Introduce yourself)
2. Quick run of the digital landscape. Why you need a website.
3. Understanding web analytics for newbies. 4. Practical Web analytics and getting marketing insights.
5. Q&A and help session.
Digital Kit by LEAD www.thelead.io
Introduce Yourself
Digital Kit by LEAD www.thelead.io
Hey it’s Reuben Ch’ng• Head of Marketing at LEAD. • Owner & co-founder of Cat Studio. • Founder at Cat Insights Marketing Agency. • HRDF certified trainer. • Growth marketer & entrepreneur. • Music producer on the side.
Digital Kit by LEAD www.thelead.io
You should have a website today.
• What if Facebook decides to shut you down?
• Facebook collects all your data & you’re OK
with that?
• Do you trust companies who do not have a
website?
Having just a social media page isn’t enough.
Digital Kit by LEAD www.thelead.io
Humans are extremely perceptual creatures.
And the most powerful sense is?
Digital Kit by LEAD www.thelead.io
What’s your company USP? And what makes you so different than others?
Digital Kit by LEAD www.thelead.io
Why is toothpaste made with stripes?
Blue one contains ingredients to keep your teeth clean.
White one helps whiten your teeth.
Digital Kit by LEAD www.thelead.io
So, when it comes to your site.Dude, where’s your website. I want to see it!
Digital Kit by LEAD www.thelead.io
Digital Kit by LEAD www.thelead.io
In fact, majority of our sales come through our site.
Digital Kit by LEAD www.thelead.io
So you can track your users.One of the best reasons to have a website, today?
Digital Kit by LEAD www.thelead.io
Introducing Google AnalyticsThe only tool you need for web analytics.
Digital Kit by LEAD www.thelead.io
How to install Google Analytics?Let’s go practical.
1. Set-up Google Analytics. 2. Get your tracking info or javascript
tag. 3. Paste it in your site.
Digital Kit by LEAD www.thelead.io
Reuben.. I don’t have a site yet. :( :( :(That’s OK. You can start by accessing the Google Merchandise Store.
https://support.google.com/analytics/answer/6367342?hl=en https://analytics.google.com/analytics/web/demoAccount
Digital Kit by LEAD www.thelead.io
So how does Google Analytics track data?Done by inserting a Javascript tag into the browser.
Other terminologies for ‘Javascript Tags’: • Pixel • Web beacon • tracking pixel, • 1x1 gif • Cookie
Digital Kit by LEAD www.thelead.io
Not your physical cookie, but small files which are stored in your browser.
Cookies do not store data from the previous website visited.
Digital Kit by LEAD www.thelead.io
So how does GA tracking work?
<javascript>
</javascript>
When visitor visits your website, a GA cookie is stored in their browser.
The next time they visit. The code checks for the cookie, determining if they are a
new or returning user.
Digital Kit by LEAD www.thelead.io
So this are in fact browsers visiting your website.
Digital Kit by LEAD www.thelead.io
4 Things To Check on Web AnalyticsDo this right after the webinar.
1. Is there increase of traffic? What caused them? 2. Which traffic source contributed towards a sale or goal? 3. What keywords was searched to get into your site? 4. What is my customer journey like?
Digital Kit by LEAD www.thelead.io
1. Is there an increase of traffic for your site?During the MCO? What happened?
Digital Kit by LEAD www.thelead.io
Tracking the source/mediumSource: Origin of your traff ic. (Google, Gmail, entrepreneur.com) Medium: Category of the source. (Organic, CPC, banner click)
• Organic search – Google search, Bing, Yahoo, Baidu, etc.
• Social – Facebook, LinkedIn, Yahoo, etc.
• Direct – Typing URL directly on URL bar, click from bookmark, click from PDF
• Referral – Traff ic from referring website, platform
• Paid Search – Traff ic from paid search campaigns.
• Display – Traff ic from display ad campaigns.
Digital Kit by LEAD www.thelead.io
Using the Campaign URL Builderhttps://ga-dev-tools.appspot.com/campaign-url-builder/
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Ok question. Where is your best traffic source?
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Sure you are not guessing?
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2. Which traffic source contributed to a sale?Can we leverage on it?
Digital Kit by LEAD www.thelead.io
To set up E-commerce data – you need to be able to code. If you use shopping carts like Woocommerce, there are plugins.
Or on a basic level - set up Goals.
Digital Kit by LEAD www.thelead.io
Goal is every action we define and based on how we evaluate the website’s performance.
What are goals?
• Sent contact form • Downloaded price list • New registration • Read article fully • Purchased • Made a conversion • Subscribed to a newsletter
Digital Kit by LEAD www.thelead.io
When users purchased something or sent a contact form.
Destination goal
Fill up form and make payment. Lands on thank-you page
Digital Kit by LEAD www.thelead.io
Let’s do a simple goal tracking set up in Google Analytics.
Setting up simple contact form goal
https://theamrap.com/thank-you/Redirects to:Contact us page (Lead page)
Digital Kit by LEAD www.thelead.io
3. Find out what keywords users searched on Google to find you. How are you ranked? Do you spot any potentials?
Digital Kit by LEAD www.thelead.io
You must first set up Google Search Console. Then link to your Google Analytics account.
Digital Kit by LEAD www.thelead.io
4. What is your customer journey like?Setting up User Explorer report
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OK. Let me test you now.Let’s find out a few things from Google Analytics.
Digital Kit by LEAD www.thelead.io
Question 1: On Google Merchandise store, which traff ic source contributed the most sales?
Digital Kit by LEAD www.thelead.io
Question 2: Who purchased more? Male or female?
Digital Kit by LEAD www.thelead.io
Question 3: Where did sales happen? Mobile or desktop?
Digital Kit by LEAD www.thelead.io
Bonus time…Reuben always got you covered with bonuses.
Digital Kit by LEAD www.thelead.io
Digital Kit by LEAD www.thelead.io
Digital Kit by LEAD www.thelead.io
Thank you. Time for discussion! Recordings will be uploaded to DigitalKit.org
Digital Kit Training SeriesHow to Turn Clicks into Customers
Become super pro at Google Analytics & convert more sales. https://thelead.io/google-analytics-primer
I hold nothing back in the course! And made it
easy to follow.