 OK, it seems we are already pretty full. Everybody who is interested in analytics is probably already here. So we should start. And today we are welcoming Claudia. She's an independent market, online marketing specialist. Is that right? No, sorry. And she will talk about particularly analytics for WordPress. Hi, I'm Claudia. I am a digital marketer. I started my career long time ago, about 20 years ago with the online world. I was introduced to the open source community, and I loved it. And that's why I'm here today. I love these work camps. I have participated as a volunteer in the past, and now as a speaker a second time, and I really like it. So today we're going to be talking about unlocking the power of digital insights. We're going to talk about analytics and how they can help you improve your content, and better understand your audience, and also take decisions that can move your business forward. I will share with you three examples of websites. One is an e-commerce website, one is a blogger, and one is a B2B services website. My goal is to show you that you don't really need to be a data scientist or an analytics expert to make data-driven decisions. By the end of this talk, you will see that there are simple questions you can ask, actions you can take to move your business and your website forward. So we are surrounded by data, but start for insights. Data is growing at an exponential rate. 90% of the world's data is being generated in the last two years. Do we need all this data? Maybe? Perhaps? For a small business owner, it can be overwhelming. My suggestion as a digital marketer is to focus on what really can impact your business. Let's start by talking about a few terms that we need before we continue with examples in order to establish priorities. What is your digital ecosystem? What do you have in place when someone visits you online? Let's think about the people who visit your website. We can call them your prospects, your potential clients, your potential subscribers. How do they get here? Perhaps they were looking for something specific on Google or on Bing, now that it's getting more popular, and they arrived here to your website. We call this organic search. Or perhaps they follow you on social media and that led them to your website. Or you run some advertising on social media and search or elsewhere, and that's how they arrived. However they arrived to your website, what was in place before they gave you a yes? What steps did they take in order to go from awareness? Oh, you exist? To consideration, hmm, maybe? To conversion, yes, I need that. What happened before they said yes? What were the steps they took before they were convinced that you were the solution? Let's see, let's look at a customer journey but backwards, okay? You have a new client. What happened before they said yes? Did you get on a call with him? This call was probably booked on your website. You sent him an email to fix it. But before that, he wanted to know more about you, so he read one of your blog posts that addresses the topic that he's worried about. And before that, he wasn't so convinced, so he checked out your reviews on Google, on Google Business Profile, for example. Actually, he had already heard from you in a group where he asked a company, he asked for a company like yours. Or in fact, he had already seen your social media a couple of times. And the very first time that he found out about you, he was searching on the web and found your company website or your social media account. How many touch points before a person gives you a yes? Becomes your client a subscriber or elite? On average, and depending on the industry, you can take between six and eight touch points before a prospect becomes a client. This means the person needs to see you, needs to have some kind of contact with you, six or seven times or eight times, either within your digital ecosystem or offline, for example, before they give you a yes. Let's look at our first scenario. We're gonna talk about a website that sells home decor products. They sell beautiful home decor products from handmade by artisans in Mexico. The owner, a Mexican living in Switzerland, wanted to know if there was a market for it. She wanted to know if she could bring these beautiful products to Switzerland and if there would be a market for them if she could sell them. In order to test that, she started going to different Christmas markets and offline markets to see if people were interested. She realized that people were interested, so she created an online shop. Now, the primary objective is obvious, right? To sell products. That's the primary objective of the business and the website. They want to bring people to the online shop so they can buy. Let's look at the main touch points for this website. How do customers arrive to the website? They do a good job on SEO, so they write a lot. They write blog posts, product descriptions, et cetera. They are SEO friendly and people find them through organic search. They are also present on Instagram. They run some ads on Instagram as well. They have a newsletter so people can subscribe and they can get their offers. Now, on this slide, we're going to see one of the pages of a Looker Studio dashboard that I created for her. We don't have the time to go into all the data, so I'm going to highlight a few things. Allow me to focus on the question she asked herself. Are people interested in these products online? And the answer is yes. You can see some people search on Google, for example, and she also made some sales. So on the right, you would see revenue. Of course, I cannot show that. So there was some revenue through organic search. When we take a closer look at the information on the search console, so how people find them, so all the queries, we found that people were actually looking for terms like Mexican decor, Mexican home decor, color indio, so they were already familiar with that. But we also noticed that most of the people searching on those terms and arriving to the website were in the US. The people arriving to the website in Switzerland through organic search, they already knew the brand. So she was doing this job, offline job, showing her brand so people knew about her with her brand, right? They are not really looking for these products. She experimented and decided to find a distributor in the US, and her second year in business, she wrote double her revenue thanks to that. So what happened is on the first year, she was selling in Switzerland, the online shop, and in the US, and then she found out that people are, it takes less effort for people to buy in the US and other countries rather than in Switzerland. And besides that, she had also some family things like a new baby, so she had no time to go from market to market. So that was a business decision that she took. And after taking a look at the website insights, another question that we could ask is how could you move your business forward? For the owner of this e-commerce website, her two questions were answered. Yes, people are interested in these products, and they buy them, but US market is more familiar with these terms than the Swiss market. For the Swiss market, she had to do a lot of work offline. So she decided to expand and sell in the US and also make sure that her website is SEO friendly so people continue to find in her. Our next scenario is the one of a writer, a blogger, an influencer. She's someone very passionate. The owner is very passionate about women's topics such as motherhood, working as a parent, women's health, fashion, community. She's a very prolific writer. And some of her main questions were, is all the content that I write relevant for my audience? What topics can I write about? What other topics can I write about? The primary objective of this website is to get more newsletter subscribers. People who give permission to receive emails with news, with affiliate links, and with other links with resources. How does this website get subscribers? Let's look at the main touch points for this website. They do a good job with SEO. Again, they are present on Instagram and on Facebook. They write a lot of blog posts, people subscribe to the newsletter, and they continue nurturing these prospects or these people with emails. Of course, affiliate links are also one way that she gets some revenue. So some of the questions that we want to answer here are how long do people stay on an article? Again, we are not gonna look at all the data but just a few things. How engaged are they with the different articles? What articles are resonating more? And which traffic source brings more engaged people, organic search, organic social media, et cetera? We noticed that there were some peaks in the traffic, so quite high peaks. And then when we looked at the data, we saw that these peaks were coming from referrals. So what does this person need to do? She needs to do more referrals so to expand her readership with other people. We also noticed that some topics are more relevant than others. People find those on Google. This could give an indication that perhaps the writers should focus more on those topics in the future as people are resonating with them. Actually, when I spoke to her and we looked at this data, she was like, oh, they are interesting in that. It was quite eye-opening. So looking at the data can be interesting. And perhaps one question to ask is which other topics are trending or important for this specific audience? What are people talking about? What else is important? As not all topics are relevant. Our next and last scenario is one of their B2E company. This offers services to other companies. It is an agency that started as a PR and communications agency. They are slowly moving into branding and digital marketing and I support them with digital marketing campaigns. The main question is where are our customers coming from? Especially the leads, how are the leads converting and where are these leads coming from? How can we get more clients that do monthly retainers? The primary objective of this website might not be obvious, it's not selling, but rather getting leads or prospects that eventually become clients. The main touch phones for these websites are on Google. They are a lot on Google, so organic, and also they run ads on Google Ads. They rely a lot on Google business profiles, so they get a lot of reviews from there on there and they are also present on LinkedIn. They do offline networking as well. This is a new dashboard that I created for them. We're still working on it. There are different sources connected, so the typical ones are Google Analytics, Surgical Soul, Google Ads as well, but we also have Google Business Profile and LinkedIn. So you can see for them it's very important to see how much are they investing in the marketing efforts. How many posts on LinkedIn did they do last month? How many newsletters are they writing per month, et cetera? And then that converts into awareness results. How many people are coming to the website? Obviously the past month was not that great except for LinkedIn interactions. And then consideration, how many people are contacting them on the website? How many people do fill out the form, the contact form, or they get as a newsletter subscriber? So previously they were on Facebook and on Instagram, but after analyzing who their customers were and where they were coming from, they decided to drop Instagram and Facebook. They decided to concentrate on what they were good at and especially on LinkedIn because those leads were converting. And after this decision, they saw an increase in their followers on LinkedIn and on the platform they decided to focus on. Also, they had more visits from LinkedIn. And lastly, they monitor new clients, lost clients, the type of business they bring, for example. And the new contracts, are they retainers, are they one-time project, are they mandates? This data is manual data they add to Google Sheets and then we can show it in the dashboard. And they monitor this at least once a month. Yeah, once a month. Some of the questions they asked from the leads that we have, which ones convert into customers? How long were they on the newsletter before becoming clients? Do calls or searches on Google Business Profile convert into prospects? They take a look at the dashboard once a month to see where they are at and how much they are advancing with their business. This quote is from LinkedIn B2B Institute. And it says that this is specifically for B2B businesses, but I also heard that e-commerce, it applies also at e-commerce. And that means that 95% of the potential clients are not ready to buy today. Only 5% are. In practical terms, this would mean, be ready with your digital ecosystem. Know your customer journey and find a way to nurture your potential clients so that you can stay on top of mind. So next time they are ready to buy, next time they're in the 5%, they come to you or they think of you. And also take time to ask, where could you do less off? Liberating yourself from tasks or things, marketing efforts that are not bringing you anything will allow you to also focus on what is important, what is relevant. And also another question is, do you really need to be everywhere? I would like to leave you with three action points. Number one, ask questions that can have an impact on your primary business objective and then translate them into your website and your business strategy. Some of the questions that we looked at are people interested in my products with the first example? Are people resonated with my content with the second example? And the last one, do prospects from Google Business Profile convert into customers? The second point is identify your customer journey and the touch points that lead to a yes on your website. And make sure there are no cracks in between. And by cracks I mean, for example, somebody contacts you on Google Business Profile and they are they calling the wrong number? Have you updated it? That could be one of the, that happened to me last week, actually, with a business. The other, another question could be, if you have a newsletter sign up, are you sending regular newsletters? That's another point. And lastly, optimize, monitor your analytics and make sure that they help you answer your relevant questions. If you are not happy with the answers, do not be afraid to experiment and try new strategies and let go of the ones that are no longer working. Thank you. In this QR code, you can find my website. The link is also underneath in case you have any questions that we cannot answer here. I'll be happy to help in any way. All right, thanks a lot, Claudia. Do we have any questions? Okay, one up there. You can throw it. Thank you very much for your presentation. Can you share with us how do you analyze if a blog post is optimized and what metrics do you measure? From inside out first. So how is it, how it is optimized? You have to see first what you're doing with your blog posts, right? Are you adding meta tags, the descriptions? Are they keyword to use to the search with the keywords before that? And then when we go to the analytics, then we see the engagement. How long are people, I mean, for me, it's interesting to see how long are people staying on that blog post? Do they scroll down? Do they scroll all the way down to the bottom or not? For me, it's more like time as well. You know, how long do they take, depending on how long the article is, does it correspond with the time that it takes and the time that they read, in average? Does that answer your question? Yeah, and for the bounce rate for articles? Yeah, the bounce rate, that's an interesting one. Now, I don't know if you have already Google Analytics 4. Now the one that is more interesting is the engagement rate. Have you checked that? So, instead of, I mean, I think the bounce rate is kind of the opposite, so now the focus is on engagement rate and I think that will depend on your industry as well. To check, I would check benchmarks on your industry. Okay, thank you very much. Thank you. Any other questions? Any other questions? No, he was very clear. Thank you. Thank you for the presentation. I wanted to ask what you would recommend for kind of transitioning to GA4, which we already did, but things differ now. Setting up conversions, is there anything that you could recommend? Which year for, you mean? Which year for? Yeah, exactly. Yeah, I mean, it is completely different. It's completely another version. So, yeah, there are things to do with conversions. Now everything is an event and in the past it was like sessions. Now everything is an event, which makes it a little bit easier in a way because you don't have to add manual events. There are some settings that you can do as well, like the scrolling, you have to enable it if I'm not mistaken. I have a guide for, in case you're interested, on how to set up GA4 on my website, on one of my blogs, and if not, send me a message. I mean, we're connected, but for anybody else, please send me a message. I'll be happy to send you this guide for free. Thank you. Thank you. Any other questions? Thank you very much for being a great audience.