Continuing his “science of” webinar series, HubSpot Social Media Science of Analytics Marketing Scientist Dan Zarrella spills the details of how to apply the scientific method to web analytics. The Science of Analytics covers the process of catering to a given market via conducting research, determining which metrics to track, how to track ROI dollars and cents, and conducting tests for website improvement.

Dollars and Sense
  • Learn to measure the ROI of everything.
  • Identify what leads to dollars and cents.
  • After ROI, measure engagement.
  • Test form field quantities.

This serious subject generates questions like:

How do you create tracking tokens?

The system begins and ends with the analytics system you’re using. Whether it’s HubSpot’s software, Google Analytics or something else, each is different. However, any analytics system will allow you to simply set up tracking tokens.

Can visitors become customers without being a lead?

Yes. For example, the comparison of a lead in e-commerce is filling an online shopping cart but not completing a checkout. Lead is shorthand for almost-customer; it is a step closer to being a customer. A customer goes through with the purchase.

How do I find participants for focus groups?

Outreach may include, but is not limited to: Facebook ads, Twitter inquiries, emails, survey participants, and Craigslist ads.

What do I want to improve now? What can I implement right away?

The first thing is to understand conversion rates- what makes your money? The more you can do to increase visitor lead percentage, the more you can do to generate leads. Find the thing closest to dollars and cents, and improve that conversion rate from lead to customer.

Get in the know- view the recording and slides for data and details. Unicorn

Oh, and whether you missed or demanded an encore of Dan’s electro, house-y hold music, check it .

Originally published May 20, 2011 3:30:00 PM, updated October 20 2016


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