The JB Web Analytics Playbook

I. Business Strategy

• Putting Strategy First
• Minding the 80 /20 Rule
• Using Key Strategic Questions
• Being Good at Being Wrong

II. Data & Analytics

• Developing Robust Analytics for Your Organization
• Google Tag Manager (GTM)
  • Code Placement
  • Tag Management & Organization
  • Cross Domain Tracking
• Google Analytics
  • Hostname Prepend
  • Channel Definitions
  • Event tracking and URL Parameters
  • Single Page Apps, Javascript and URL Fragments
  • Ecommerce Tracking
  • Demographic Data
  • Using Goals
  • Integrating Google My Business
  • Tracking Internal Site Search
  • Leveraging User ID View
• Deepening User Insight: Scroll Tracking, Heatmaps, and Session Recording
• Bringing It All Together: Dashboarding with Google Data Studio

III. Privacy & Compliance

• Browser Cookies and Privacy Laws
• HIPAA Considerations for Google Analytics and Alternatives
• Web Analytics and Statistical Bias

IV. User Acquisition

• Understanding Technical and Content Level SEO

SEO: Technical Factors

• Technical Code and Server Level Variables
  • Canonical Tags
  • Root Domains and SSL
  • Managing Subdomains
  • Internal Redirects and Redirect Chains
  • Broken links and Server Errors
• Optimizing Site Structure
  • XML Sitemap, Robots.txt, and Localization with Hreflang tags
  • Structured Data and Render Checking
  • Load Speed and Mobile Compatibility
  • Duplicate Content: Internal
  • Duplicate Content: External – Review Embedding and CDN Indexing
• Additional Considerations: WCAG Compliance and Downtime

SEO: Content Development

• Developing SEO Optimized Content
• Competing Successfully in SEO
• Researching Keywords and Competitors
  • Keyword Phrases and Difficulty
  • Competitor Link Analysis and Link Hubs
  • Using the Long Tail
• Optimizing On-Page SEO
  • Page titles
  • Headings
  • Meta Description Tags
  • Alt Tags for Images
  • Copywriting for SEO Success
• Local/International SEO
• Iterative SEO Improvement

V. Maximizing Customer Value

• What is Split Testing?
• Why Test?
• Client-Side Versus Server-Side Testing
• Can You Look at Experimental Results Along the Way or Not?
• Incremental Improvement
• Early Stopping and the Bayesian Formulation
• Developing Effective CRO Tests: Part 1
  • Data Sources
  • Smiling People
  • Benefit Statements
  • Believability, Authority, and Trust
• Developing Effective CRO Tests: Part 2
  • Easy to Act
  • Simplify Conversion
  • Speed & Accessibility
  • Scarcity & Aspiration
• The Iterative Testing Process
  • I. Preparation
  • II. Ideation
  • III. Design & Approval
  • IV. Implementation & Testing
  • V. Analysis & Interpretation
  • VI. Iteration

VI. Media Buying

• Retargeting and Pay Per Click
• Social Media Advertising

VII. Case Studies

• A/B Testing Design to Drive App Store Downloads
• Updating IP and Domain Strategy to Increase Traffic
• Driving Organic Traffic and Sales Conversion with Data Driven Landing Page Strategy
• Linking E-commerce and Media Strategy Optimization with Exploratory Data Analysis

VIII. Additional Resources

• 3 Ways B2B Web Marketing Is Different
• A Faster Site Leads to Higher Search Ranks, More Conversions
• How Long Tail Search Can Increase Traffic