Lessons From Google Analytics Marketing: Part II
Regular readers of this blog and those who follow Raven on social channels know that we’re launching our new reporting engine soon. A select few were invited to participate in hands-on usability testing. A few dozen more were given early, early, early access to the new release. You are what is known in the world of software development as “beta” testers.
I’m a guinea pig, too, only I have a public forum where I can walk you through my process.
When I wrote Lessons From Google Analytics Marketing: Part I in June, promising a Part II as follow up, I didn’t realize I’d be demonstrating not only my prowess as a marketer, e.g. did I deliver the results we were hoping during the GA redesign and launch?, but my agility with Raven software and its new reporting engine.
I’m happy to report that the metrics we cared about, specifically, audience behavior and conversions, increased across the board. Here’s a snapshot of data retrieved from our new reporting engine:
New visitors represent almost double the traffic gains compared to returning visitors. And our conversions across all devices increased a whopping 429%!
Interestingly, this hard data reinforces two soft metrics important to the Raven brand:
- Demonstrating industry leadership: Raven’s dedication to continuous improvement is reflected in its recent Google Analytics overhaul. People were (and are) interested in and excited about Raven’s latest upgrades and are willing to share our news.
- Reaching tech-savvy and busy marketers: Marketers with an affinity for Google Analytics tend to be comfortable with technology and unwilling to waste their time wading through the reams of mind numbing lists when they go to Google Analytics to create a report.
Loyalty & Engagement
I expected traffic to level off after the first week of the Google Analytics launch but the upward trend line held for the 30-day time frame.
Simply put, Raven attracted more visitors that stayed longer on the website during the Google Analytics launch period.
Our newsletter subscription numbers reflect that too, with more than 350 new signups during that time frame.
What Worked and What Didn’t
Looking back, our biggest win was gaining new eyeballs on SlideShare with 3,520 views to date. In case you missed it, you can view it below.
As with many online marketers, email marketing is our work horse communication channel. We sent product specific emails to four separate lists and our monthly newsletter. I suspect our great results with SlideShare were due to the front-and-center promotion in the May newsletter. The winning campaign was short and to-the-point and enjoyed outstanding open rates (45% existing customers; 35% trial customers). Take a look.
Implementing two small tactics proved to be a big win. We sent an e-blast to our GAConfig.com subscriber list and added a banner across the top of that website announcing Better, faster, easier Google Analytics reports and a call to action “Learn More.”
We suspected that people who had already demonstrated an interest in Google Analytics would be intrigued by the new GA integration. We were right, as you can see from the increase in referrals!
Jon Henshaw’s training classes were a hit, with 55% of those who registered showing up for the live event. Anyone who has conducted an online event knows how challenging it can be to fill seats! You can listen to the Q&A here and here.
Blog Video Series
Raven Customer Education Specialist Heather Haley created a whirlwind series of daily mini-video tutorials over a 2-week period. Customer feedback was positive.
While blog traffic increased a modest 2.85%, our conversions rose a healthy 42% for that time frame due, in part, to daily posting of relevant Google Analytics how-to content.
We conducted a pay-per-click test campaign over a two-week period with a modest daily budget. With PPC, I like to fail quickly so I front loaded our budget to gain the most impressions in a 48-hour period. This helps me see right away what adjustments I need to make to the campaign based on click-through-rates (CTRs). No amount of tweaking returned a CTR I could live with. In short, our brief AdWords campaign was a bust.
There were no great secrets revealed, just doing a lot of marketing things right and knowing when to cut your losses and move on. We’ll continue to test and refine each marketing plan for new product launches over time.
If there’s anything I have not shared or that you would like to see, please leave a comment.