Data-first web development
A presentation at JoomlaDay UK 2017 in in London, UK by Ruth Cheesley
JoomlaDay UK 2017 8th July, 2017 Data-first web development Ruth Cheesley @RCheesley
JoomlaDay UK 2017 Hello! Ruth Cheesley Chief Executive officer Co-owner of Virya Group @RCheesley 8th July, 2017
JoomlaDay UK 2017 “If you’re not measuring, you don’t know” @RCheesley
What would happen if we think data first? Changing your mindset to be goal-focused, outcome oriented
JoomlaDay UK 2017 8th July, 2017 Asking the right questions @RCheesley
JoomlaDay UK 2017 Why is it important? ● Clarity on project brief ● Understanding of customer objectives ● Informs design + development ● Opportunity to up-sell @RCheesley 8th July, 2017
JoomlaDay UK 2017 8th July, 2017 What is important for the customer? 1 @RCheesley ■ What is your primary goal for this new website? ■ What do you want most from this website? ■ How do you think we can measure success?
JoomlaDay UK 2017 8th July, 2017 What systems do they have in place? 2 @RCheesley ■ Do you have a current website? ■ What works/doesn’t work? ■ Do you use any third-party tracking systems?
JoomlaDay UK 2017 8th July, 2017 How can we integrate tracked data? 3 @RCheesley ■ What information from your website is relevant in the sales process? ■ Can you talk me through the process from enquiry to conversion? ■ How could we boost your sales process with data from your website?
JoomlaDay UK 2017 8th July, 2017 What is your ‘baseline’ where are you now? 4 @RCheesley ■ Can you share with me the tracking systems you are currently using? ■ Can you share with me your enquiries and sales log/data? ■ If either above are missing, suggest a mini-project to implement these first and capture data while working on project
JoomlaDay UK 2017 Using the right tools @RCheesley 8th July, 2017
JoomlaDay UK 2017 Why is it important? ● Making things easy for your team ● Facilitate professional workflows ● If you don’t measure, you don’t know ● Enhance business intelligence @RCheesley 8th July, 2017
JoomlaDay UK 2017 Get familiar with Google Tag Manager A powerful tool for data-driven developers & marketers @RCheesley
JoomlaDay UK 2017 8th July, 2017 Set up environments 1 @RCheesley ■ Test tags in dev, demo & production separately ■ Version controlled, multiple workspaces ■ Simple to implement!
JoomlaDay UK 2017 8th July 2017 bit.ly/GTMEnvironments @RCheesley
JoomlaDay UK 2017 Repeat for each environment @RCheesley 8th July 2017
JoomlaDay UK 2017 bit.ly/GAEnvironments @RCheesley 8th July 2017
JoomlaDay UK 2017 8th July 2017 bit.ly/GTMJoomlaTemplates @RCheesley
JoomlaDay UK 2017 Use your on-page markup Don’t reinvent the wheel, use what is there already! @RCheesley
JoomlaDay UK 2017 8th July, 2017 Quick way to track clicks 2 @RCheesley ■ Always use appropriate class names in your code and markup ■ Use distinct, semantic class names if you want to easily track clicks on specific items
8th July, 2o17 Why do class names matter? Capturing events with GTM @RCheesley
JoomlaDay UK 2017 8th July 2017 Trigger events using CSS class name @RCheesley
JoomlaDay UK 2017 8th July 2017 Fire GA event with CSS class name trigger @RCheesley
8th July, 2o17 Test your tags and triggers! Tips and tricks for debugging @RCheesley
JoomlaDay UK 2017 8th July, 2017 Testing and debugging tags 3 @RCheesley ■ Preview mode in GTM ■ Google Debugger ■ WASP.Inspector plugin for Chrome ■ GTMSonar plugin for Chrome ■ DataSlayer plugin for Chrome
JoomlaDay UK 2017 8th July 2017 Analyse tag firing with GTM Preview @RCheesley
JoomlaDay UK 2017 8th July 2017 Analyse all script activity with WASP @RCheesley
JoomlaDay UK 2017 8th July, 2017 Taking it to the next level @RCheesley
8th July, 2o17 Associating data with your leads Using data to understand behaviour @RCheesley
JoomlaDay UK 2017 8th July, 2017 Baseline status @RCheesley ■ Traffic numbers from GA ■ No download tracking ■ Very few leads ■ 73 downloadable assets ■ 3 forms
JoomlaDay UK 2017 8th July, 2017 Goals @RCheesley ■ Generate inbound funnel for relevant sales people ■ Prioritise leads with scoring ■ Who downloads what resources? ■ What proportion become customers?
JoomlaDay UK 2017 8th July, 2017 Baby steps to success @RCheesley ■ Implement Mautic tracking pixel (nearly 2 years ago!) ■ Replace enquiry forms with Mautic forms (1 year ago) ■ Transfer assets to Mautic ■ Build Mautic into new build - all downloads, forms and actions tracked & scored
Install plugin Enter Mautic URL Embed form: {mautic type=”form” ID} (alternatively use HTML/JS embed code)
JoomlaDay UK 2017 8th July, 2017 Results @RCheesley ■ Leads directed to appropriate sales person ■ Browsing history and scoring indicates level of interest ■ Monthly reports on download activity ■ Easy way to communicate about updates to documents
All too often websites are designed, built and deployed without any thought to how the business will track, capture and use the many sources of data. These sources of data available through many free tools can contribute vital information which allow a business to track sales from their origin and prove what parts of their online presence are delivering a return on investment.
In this talk Ruth will explore the concepts and methodology of planning and building websites with a data-first mentality.
Topics to be covered: using analytics properly, Google tag manager, Mautic tracking of assets & resources, sales funnel.
