7 Ways to Improve Your WordPress Website Using Your Own Data

7 Ways toImprove YourWordPress
Website UsingYour Own Data
Paul Thompson
Buzzwords to Business
SEO & Web Marketing
paul@buzzwordstobusiness.com
@thompsonpaul
Ottawa WordPress Meetup March 7, 2018
SEO |Site Audits |Analytics |Conversion Optimisation |Email Marketing |Coaching

“Everyone should…”
“Best practices say to…”
@thompsonpaul

Let’s
Stop
Guessing!
@thompsonpaul

Let’s ask our data…
 How do our different visitors behave?
 How fast are our pages really? Whichare tooslow?
 Whichpages aren’t doing theirjob well?
 Whatnew contentare our visitors beggingfor?
@thompsonpaul

More questions…
 Whereare our navigation/site architecture bottlenecks?
 Whichpages are most likely to earn more valuable traffic
for theleast extra effort?
 Whydo I haveto go diggingfor my data – can’t it come to
me more easily?
@thompsonpaul

Friends don’t let friends
use averaged data
@thompsonpaul

Segment
 Mobile
 Organic
 Social
 Geographic
 Non-bounce
 Paid
 Newvs Returning
 Converters
@thompsonpaul

How Fast Is Our Site
Really?
If we’reusing the usualmethods, we don’t really
have muchidea
@thompsonpaul

@thompsonpaul
GTMetrix.com
The one Google’s
talking about

To track speed for all pageviews
ga('create', 'UA-XXXXXXXX-3', 'auto', {'siteSpeedSampleRate': 100});
Customisethis lineto add the
sample rate value at 100%
**Canbe enabledwithone click when using
Google AnalyticDashboardforWordPressplugin http://buzzto.biz/GADWP
@thompsonpaul

Behaviour> SiteSpeed > Overview
@thompsonpaul

Behaviour > SiteSpeed > Overview
Yikes!
@thompsonpaul

Behaviour > SiteSpeed > Overview
@thompsonpaul

Find Pages
Needing Work
Bounce–a visitor saw a single page and did nothingfurther
thatinteractedwith Analytics
Landing page –page the visitor arrived on
Exitpage –last page a visitor saw before leaving site
@thompsonpaul

What’s a Good
Bounce Rate?
It Depends!
(You knew that was coming…)
@thompsonpaul

• homepage
• blog homepage
• blog post
Purpose of the page
@thompsonpaul
• product/product category page
• paid search landingpage
• contactpage

• new vs returning
• organicvs paid
• referral vs social
• mobile or desktop
What segment of visitors
@thompsonpaul

Landingpages > Organic
@thompsonpaul

Add event trackingon valuable actions to better
understandwhat happenedduringbounces
• clicks on links, downloads, phone#
• form submissions
• video viewing
• scroll-tracking contenton pages
Need More Data!
@thompsonpaul
**Can be enabled easily whenusing
Google Analytic Dashboard for WordPress plugin http://buzzto.biz/GADWP

What Content Are
Visitors Begging For?
Whenvisitors search on your site, they are tellingyou
intheirownwords,
what contentthey wantfrom you
@thompsonpaul

To enable Internal Search Tracking
@thompsonpaul

Behavior > Site Search > Overview
@thompsonpaul

Improve Site
Navigation &
Architecture
See whichnavigationlinksget used most
and whichmay not deserve prominence
@thompsonpaul

Turn on EnhancedLinkAttribution
@thompsonpaul

To enable EnhancedLink Attribution
ga('require', 'linkid', 'linkid.js');
Add this line before the ga(‘send’, line
**Can beenabled with oneclick when using
Google Analytic Dashboard for WordPress plugin http://buzzto.biz/GADWP
@thompsonpaul

View Using Chrome Page Analytics*
*Chrome extension http://buzzto.biz/ChromePageAnalytics
@thompsonpaul

Which Pages Could
Earn More Traffic?
Use Google Search Console (GSC) data to discover pages
needingthe least effort to gain more traffic
@thompsonpaul

Setup GSC Search Analytics
@thompsonpaul

Best Use of your Time?
Target High-OpportunityPages
@thompsonpaul

Make the Data
Talk to You!
Don’t waste timerepeatedly digging out the same data
– makethesoftware do thework for you
@thompsonpaul

Use IntelligenceAlerts… Intelligently
@thompsonpaul

Create Your Own Intelligence Alerts
@thompsonpaul

Useful Alert Possibilities
 Increase in Social traffic
 Increase in Referrer traffic
 Overall increase or decrease in sessions
 Unusualincrease in Bounce Rate
 Increase in traffic/purchases for a particular product
 Rise or drop in form submissions
or other tracked conversion events
@thompsonpaul

Create Shortcutsto Common Pages
The saved report will remember any custom segments
and date ranges you created for your data
@thompsonpaul

Create You Own Dashboards!
Click Customization> Dashboard in leftcolumn, thenclick Create.
Each dashboard can combine data from several reports.
Import prebuilt dashboards from the Gallery to get started!
@thompsonpaul

@thompsonpaul
• Segment – averagessuck
• Monitor real page speed
• Concentrate on underperformingpages
• Provide the content visitors are asking for
• Adjust nav/architecture tovisitor usage
• Work on the pagesthat are almost successful
• Configure the software to present you the
important data, instead of searchingfor it
Recap

7 Ways to Improve Your WordPress Website Using Your Own Data

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