Andy Crestodina and Orbit Media

Andy is the Chief Marketing Office and Co-Founder of Orbit Media, a web design company where he has been doing SEO and web analytics for 18 years; and 12 years of publishing his best content and practical advice. With access to 700 analytics accounts and 400 clients, he’s gained valuable insights into every audience and every type of website.

One of the most important things to know when looking at a Google Analytics account is how well the navigation is performing on your website. You can find this under Behaviour > Site Content > All Pages > Navigation Summary. You’ll be able to see how people came to that page and where they went from that page and you’ll find drop down menus and buttons with extremely low click through rates. This will allow you to do website navigation optimization.

A book Andy recommends is “Deep Work” by Cal Newport; it talks about productivity and the future of work.

Some of the podcasts he enjoys and recommends are: ‘Experts on the Wire’ and ‘The Actionable Marketing Podcasts’ amongst others.

A marketing trend Andy sees coming in the next six months is Google Analytics’s change in data model so you’ll be able to look at apps and websites together, also Apple is going to release better metrics within podcasts. Another trend we’ll see in a year and a half is antitrust laws in the USA for the upcoming election.

You can find more about Andy’s work at Orbit Media’s blog or read his book Content Chemistry.

Written By Claudia Palomino