2. Who am I?
John Doherty
t: @dohertyjf
e: jdoherty@hotpads.com
w: http://hotpads.com
3. Who am I?
John Doherty
t: @dohertyjf
e: jdoherty@hotpads.com
w: http://hotpads.com
This is my conference shirt
@dohertyjf | HotPads
4. I got tired of fighting Google
(not provided) rising
Algo changes at whim
@dohertyjf | HotPads
5. I got tired of fighting Google
(not provided) rising
Algo changes at whim
So I joined HotPads.com, where I think about the
whole funnel.
@dohertyjf | HotPads
6. If I know you (the audience) well
@dohertyjf | HotPads
7. If I know you (the audience) well
This scares the
crap out of you
@dohertyjf | HotPads
8. If I know you (the audience) well
Source: all-puppies.com
But it shouldn’t.
@dohertyjf | HotPads
9. If I know you (the audience) well
Source: all-puppies.com
Read this (on Moz)
@dohertyjf | HotPads
10. Read Joanna’s post on retention marketing
FUNNELS ARE A JOURNEY
@dohertyjf | HotPads
11. We have to dig deeper than this
@dohertyjf | HotPads
12. We have to dig deeper than this
@dohertyjf | HotPads
17. “Hi nice to meet you”
• Acquisition -> Site
Content -> Landing
Pages
• Secondary Dimension:
Medium
@dohertyjf | HotPads
18. *Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue
might exist
https://support.google.com/analytics/answer/
1033867?hl=en
@dohertyjf | HotPads
19. *Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue
might exist
These were reported as
Direct Traffic
@dohertyjf | HotPads
23. We’re good at getting them in
•
•
•
•
•
Search
Content marketing
Content strategy
Social media promotion
Paid media
@dohertyjf | HotPads
24. To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
• Email?
• Content?
@dohertyjf | HotPads
25. To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
Notice we are not thinking in terms of “links” or
• Email?
“social shares”. Those are benefits of the big channels,
• Content?
not primary actions.
@dohertyjf | HotPads
35. Narrow by Channel
“When the first touch is organic, the second touch is usually
organic, direct, or email. Social drastically underperforms so
we should build that up over time but concentrate now on
Direct and Email as we invest in Organic.”
50. Optimize the funnel
Where are people dropping off?
http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/
@dohertyjf | HotPads
51. Optimize the funnel
Where are people dropping off?
http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/
@dohertyjf | HotPads
52. Email them
We see you ran into some issues. Here’s a quick tip (and a discount
code)