How to retain your clients (and show your work value)

Showing Return on Investment

When someone first hires you, what emotions run through your body? Is it excitement? Or maybe suddenly feeling a new responsibility under your belt. 

Getting more clients for my business is important. For me, I always feel awed and honoured at the huge amount of trust that has just taken place. 


I have confidence in my ability to impact someone’s business but I also immediately become obsessed with two things: 1) How can I give this business the most value? and 2) How can I expose this value in a way that the client can appreciate the results?


Let's be honest: most clients don't know what's good for them. They don’t listen when we give them advice, and at times you might feel like your work and voice gets pushed to a side.

Clients hire us because we are the experts and we lead them through a series of difficult decisions (sometimes technical, sometimes strategic) so they don’t waste time and energy on unnecessary worries or on areas that aren’t in their zone of genius. We become their oasis against a mountain of never ending tech woes

But when we struggle to place a finger on the value our work with hard facts, not only do clients stop listening to us, there is a big possibility that they won’t repeat business with us.


This turns into a cycle of self-doubt around our abilities, when really this isn’t the issue; it’s about being able to show how we made an impact. And if we doubt ourselves, we could also be sending out negative subconscious messages to new client opportunities (which is not good!). 

That is why, right at the beginning of any project, I really strain my brain to try and understand exactly what a client's business needs vs. what the client thinks they need (how they perceive value and progress in their business).

Being able to translate your work into results that your clients are expecting is a whole job on its own that you need to be ready to take on.

Not to mention, this can be a stressful task (especially when you aren’t sure where to start) and I want to share with you three steps to start showing the return of investment on your work so that the client is not only super grateful but keeps hiring you again and again.

I’m going to show you how to start approaching ROI with your existing clients in three simple steps.


retaining your clients

Not only will your current clients love you, but as you master your understanding of the language that most clients speak, you’ll inevitably start attracting new clients!



Ready to show that ROI? Let’s go!

Step 1) Document all the changes (including intention) you make to your client’s business

This is important and can seem like a waste of time initially, but in the long run makes a huge difference. The act of documenting (in a Google Doc, or paper notebook, whatever meets your fancy) creates a new awareness around everything you tried with your client.

Documenting even routine changes provides an added bonus because when you do so with ROI in mind, it forces you to really make sure you’re making a smart tweak that will impact the client’s bottom line positively.

Running Facebook campaigns? Document each campaign and the intention behind everything in a Google Doc. Keep it simple but be focused in noting everything you tried.

Changing the contact form on your client’s site? Write out the specific of changes you made and why. Record other contact forms the client mentioned. Maybe in the future you will make another change and you want to make sure they are inline with what they client originally is looking for.

Also, in the future when things work (or don’t) having the documented intention behind what you did will make it easier to analyze why it worked (which we will get to).

Step 2) Always keep an experimentation Mindset

I'm going to let you in on a little secret: there isn't ONE magic formula to be successful online. There are actually many different paths to success and the way to get there is to open yourself (and your client) up to an experimentation mindset.


Being able to shift strategies based on what you've learned from previous launches, campaigns, and ideas is the key to creating forward momentum in your work.

Once you find something that works, you can stick to it, until it stops working and then the experimentation starts again. 

Stay open to being adaptable when it comes to solving problems and finding better ways of doing things, and inspire the client to do the same! First work on your mindset and then pass it on the client. Lead by example!

Step 3) Make sure to have Google Analytics fully set up

If your website was a piece of land you owned, Google Analytics would be the map that tells you the topography of your land. Are there large hills or a deep valley? Is it dry and desert like or a lush rainforest? Understanding what type of traffic you are working with today is the baseline to knowing where you should be focusing your attention to.

In Google Analytics you need to make sure you have a couple things. First, you need to have a certain chunk, which means at least 100 - 200 visits per month (in Google Analytics this is under sessions). If you have less than this, it really won't be enough data that is worth your analyzing time.


Ready to start retaining more clients? 💪✨ Start actioning ROI and get your clients repeating work with you right away! Access my ROI Starter Package here.


Second, you need to set up Goals in Google Analytics to track how many people are doing the things you want them to do when they come to your client's website. Whether that is signing up for a newsletter, filling out the contact form, or getting to the end of a blog post, you need to know if those visits are doing these things or just opening and closing the site.

And thirdly, you should tie to together the actions and intention of each campaign (remember step 1?) with what is getting people to convert.

Here I can see which channels led to viewing my Google Analytics Course Sales Page

Here I can see which channels led to viewing my Google Analytics Course Sales Page

Maybe you sent an amazing email that leads to 100 sign ups for your next webinar. Go back to your spreadsheet and analyze exactly what you did in that email. Did you include a GIF of a cute cat dancing? Or maybe this was your third email in a day (and the third one is always a charm?). Try and pinpoint what parts of that campaign seem to be successful and make sure to document!

Google Analytics actually allows you to see dollar values beside each traffic source that is coming into the site from. Although on its own this is a powerful report, make sure to take it one step further to look at all the details of each campaign and the journey the user took to get there.

Bonus tip: Don't just focus on the numbers. Although this might seem completely contrary to what I just recommended above, the reality is that you are digging your own hole if you only focus on making your client’s numbers go up or down. 

It isn't just plain growth we should be aiming for, but instead quality growth and attracting traffic that is primed for what you are selling or promoting.


If you discover in one of your campaigns that your ideal client isn't so much into buying bad-ass knitting needles but wants some really cool rainbow wool yarn, then that's a win! 

Getting information on your qualitative data is just as important as getting more traffic!

From the beginning, set the tone with the client that this experimentation mindset is about learning every step of the way, and although growth is usually what we always want, it really should be meaningful growth. Part of that process is celebrating every type of win.


As you start measuring and communicating ROI in your existing projects, new clients will immediately sense and be attracted to all this positive energy. They will definitely want in on the action! And you’ll be ready!

At the end of the day, showing the results we are producing and framing it in right light that the client can appreciate, is all part of the awesome job we get to do for our clients.


Want to learn how to start presenting ROI to your clients today? I have a 3-Step Framework Starter Kit for Retaining Clients. Grab yours Here! ⚡️

Why should you care about Google Analytics as a Web Designer or Virtual Assistant? Free Master Class

Have you been tippy toeing around Google Analytics for awhile now? You’ve taught yourself a couple things from a video here or an article there but have never actually stopped to evaluate if you can be using this tool more strategically in your business.


The reality is it’s ugly and on it’s own, it’s not really clear how (or even why) you should spend time learning about this tool.


This week’s Master Class Webinar is on this topic: How to attract more abundant clients with your unique value (by using Google Analytics).
I’m going to show you how to:

  • Expose the results of your hard work (ahem..your value!) through Google Analytics. This might be recent website changes you made, blog content, or social media posts.
  • Talk about it to potential clients in a smart and clear way

It will be on Wednesday June 14th @ 3pm ET/12pm PT! Get all the updates about this master class webinar by signing up here.


I created this class for Virtual Assistants and Web Designers who want to stop complaining about Google Analytics and start using it effectively as part of their business.


In this 30 min intensive class you walk away knowing:

  • Why bringing on Google Analytics as your ally is the best thing you can do for your business.

  • How to show the value of your work using data!

  • Client communication is key and we will get into specifically how to express this to your client.


Sign up for this Master Class webinar here.


Looking forward to seeing you in class!

3 Questions to let go of Passion

For a long time, I identified myself as a passionate person and wore it like a badge of honor.


In my head, I figured that this was the key element, the fuel that would push my business forward.


With my two year business idea anniversary coming up, I’ve been reflecting a lot on the initial idea I had around helping creative women with their data and analytics.


Now, I can easily shift in this belief and now I know that passion is not the most detrimental of the qualities needed. And I can go as far to say that a little less passion would actually be helpful in some cases to not take things so personally and not get clouded by emotions.


To help create some distance, try this idea for a second: if your business baby belonged to someone else, what advice would you give? What non-emotional and unclouded feedback would you be able to pass over in a completely nonchalant way?


You could even go so far as to close your eyes for a moment and image going out to a coffee date with yourself.


Get a piece of paper and ask yourself these questions:


  • What is most worrying to you about your business right now?

  • When do you feel most stressed?

  • What would you like in terms of support? Words (verbal,or written), community, or maybe just a big hug!


Give yourself time to go through these and answer them for yourself on a piece of paper. You might surprise yourself!


Try it and notice how you feel after as well. Sometimes all we need is a little self-love to push us in the right direction.


I still feel I’m a passionate person by nature and don’t hide it, but I’ve learned that if passion is stopping me from doing the best I can do in my business, then it doesn’t always serve me.


And if you want a piece of self-love for your data, this is the last call for the free data-discovery sessions with me! Getting a clear sense of what is working on your website to grow your business (and not drag you down in stress) is a very freeing act of self-love. Book the free data-discovery call here.

Subscribing to Unsubscribe

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Image by

We’ve all been there: you open up your inbox and your body cringes.

The emails seem infinite and among the pressing client emails and leads, there are newsletters. Some of these you’ve subscribed with the intention to stay up to date with the industry or to be inspired. Some of the newsletter subscriptions are from your dear online friends and other people you’d love to stay more in contact with.

And then there are the other emails.

The emails that you are keeping tabs on because they are from competitors. The newsletter subscriptions of people you admire but that don’t inspire you to take action in your own business. The emails that you think you “should” be reading but never do and they just sit there, getting stale and stinking up the place!

Just because you admire someone, you don’t need to fill your inbox with them. There are different ways to support your online rockstars and it doesn’t always need to be through email. This is especially true is their last couple of emails are just not jiving with you. 
So, why do you subscribe? Do you feel like you don’t have enough info on your own to be a success? Or do you feel obligated? Just notice if it is out of fear or maybe it feeds those insecurities?

I want you to know that if there is something that is leading you to feel bad about yourself and your business you have every right to stop that shitz and unsubscribe!

I invite you to treat your inbox space with care (as the saying goes “You are what you eat” I also believe “You are what you read!”).

Here are some steps to creating a new relationship with your inbox space:

  1. First, stop! Give yourself the opportunity to gently listen to that fear or insecurity for a moment. What is it saying? Recognize this part of you, even if it isn’t pretty or strong.
  2. Respect what your body is telling you. If you falling deep into a comparison trap cycle, you have permission to not only unsubscribe but get up and take a break! Sometimes we end up with these emotions because we are generally stressed and need to get some perspective.
  3. Find the people who inspire your creative muse! What emails are in your inbox right now that you can’t wait to read and you feel light and refreshed after reading? Aim to find more of those emails.
  4. Experiment. Sometimes we don’t know how a particular newsletter will make us feel so from the get go, when you hit subscribe, give yourself full permission to unsubscribe at any point going forward, guilt free! And you can always subscribe again if you want to!

You are responsible for your well-being and what you bring into your space. Make sure everything you choose is truly contributing to flowing creativity and a confident you!

And to celebrate all those inspiring newsletters that do inspire us, use the comments below (or comment on my Instagram). What newsletters do make you feel awesome right now? I’m actually on the hunt for some inspirational women who are doing amazing biz stuff.


The Anatomy of a Website: Sprucing your Home

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Image by

When was the last time you felt good about your website?

Do you remember when you first bought your domain and got access to your website? Maybe you giddily uploaded a picture of something you loved on the home page and then went on to write something ultra inspirational on your about page.

You felt proud and happy; this small space on the internet had your name on it and it was up and running! The possibilities seem endless and you didn’t even know where to start.

Your website is your house on the wide world web.  Unlike social media, you "own" the space and you can do what you will, giving you the ultimate freedom to show the world what you are about, holding nothing back.

And yet, maybe you’ve lost touch with that initial excitement you had and forgotten about how important it is to have website that resonates with you and the people you’d like to attract.

Starting on May 1st, I will be sharing with you the secrets of getting back in touch with your website, feeling really good about your online abode and how you welcome all guests.

I’ll also be showing you how to keep a practice of updating your website (without it feeling like washing the dishes) and know which changes you should be focusing on.

I’m calling it the Anatomy of a Website Series, and I hope it inspires you to go back to your site and make it your own again, freeing up space and excitement to show the world what you really are about.

I’d love to hear how you feel about your website right now; are you proud to share it or do you cringe when someone asks to see it?

30 Ways to Get More Meaningful traffic to your site (not just empty visits)

Image by Simon Matzinger

Image by Simon Matzinger

I don’t want this to be another cliche checklist for you to use blindly in a moment of fear or panic. Instead, if you are feeling any crazy emotions, I suggest taking a walk outside, petting some furry animals, or baking yourself some chocolate chip cookies (yum!)

This is a concrete list that is meant to inspire you when it comes to attracting the right type of traffic to your website.

I repeat: it isn’t just about boosting your numbers, but also making sure a certain percentage of those visits are potential lead and clients that will actually stick around your site a bit longer to see what you are about.

Some of these ideas take more time and that’s what makes them “meaningful”. I also want you to pay attention to how you feel when reaching out to people and thinking about your intention behind the connection. I solidly believe that if you intention generates a spark and excitement (maybe mixed with some nervousness), then there is way more likeliness that this will lead to more genuine and quality traffic coming back to your site.


On to the list:

  1. Guest Post on another website that you know your ideal client hangs out on

  2. Comment meaningfully on Instagram

  3. Message someone directly on Instagram

  4. Ask for specific feedback on your site in a Facebook Group that you enjoy hanging out in

  5. Get into a consistent rhythm with your newsletter and always link to content on your site

  6. If you have surveys you send to potential clients, make sure there is always a link back to your site at the end.

  7. Look at your Google Analytics data to know which marketing channels are leading to more visits.

  8. Put your site URL in your Pinterest pins.

  9. Organize a giveaway challenge (where you give one of your services away for free) with other collaborators and collect emails!

  10. Reshare older content that you know was previously popular.

  11. Recycle blog content to create an opt-in freebie.

  12. Create some videos on YouTube and link back to your page.

  13. Take part in an Instagram Challenge and commit to finishing it.

  14. Ask clients (present and past) to share your services with their network.

  15. Offer a free 15-min consult call in your favourite Facebook group.

  16. Find someone in your network who has a slightly larger following and propose to exchange one of your services in return for them to promote your business.

  17. Look at the most popular posts in the last 30 days and brainstorm additional topics you can talk about.

  18. Schedule repeated tweets around your blog content.

  19. Set up the Google Search Console and get information about what keywords are driving traffic to your site.

  20. Check what previous guest posts led to the most site traffic coming into your site and consider repitching them for a follow up blog post.

  21. Feature someone else’s post on your blog or site and let them promote it with their audience.

  22. Make it easy for people to share your content on your site, always including a share link at the bottom!

  23. Experiment with different opt-ins and use your Google Analytics data to know which one is most effective.

  24. Use Instagram Stories to promote your latest comment and include an easy bitly link in the story.

  25. Email your list what questions they are struggling with regarding your services and then write a series of posts, specifically answering their questions.

  26. Stop following newsletters or people on Instagram that don’t inspire you and just generate fear in what you are doing in your business.

  27. Start following people who energize you with everything they write and record and that inspire you to keep going in your business.

  28. Find your unique voice by writing and creating content that resonates with you. Don’t be afraid of sounding different from anyone you’ve heard out there.

  29. Use the Google Search Console to make sure your site is being tracked correctly by the search bots.

  30. Be confident and trust that everything you are doing right now is the best you can do and that is enough!

There you have it! If you want to discover more about what actions you can take to improve the traffic coming into your site, check out the Digimorph’s Google Analytics Course! Not only do I teach you how to set up the tool correctly, but also how to actually apply it to everything you are already doing in your business, from marketing to content creation.

This means knowing where you site traffic is coming from and shifting your time and money investment to the areas that will provide greatest return. You will know what people are searching for before getting to your site and are creating content that you know resonates exactly with their needs.

Bottomline: When you solve your visitors’ needs you get more sales faster. Google Analytics is the tool to get you there and this course shows you exactly how.

Bonus Offer: Sign up by April 6th @ 11pm ET and get a 1:1 on session with me to look through your unique Google Analytics data. I will give you specific recommendations about what you should be focusing on for your business. Only 10 spots available.




Squarespace Google Analytics: everything you need to know for setup

First week into the new year and I feel like already there has been a shift with how I view things. It’s that feeling of cracking open a new notebook or stepping out into the cold winter air; starting fresh. It might be a bit of an illusion but I’m taking advantage of it nonetheless.

One way to start of the year is to make sure you have all your tracking in place. Recently, I created a how to guide for Wordpress and Google Analytics, but now I wanted to be fair and show some attention on how to add Google Analytics to Squarespace.

Now, getting to the good stuff, setting up Google Analytics and Squarespace is pretty easy. Follow these steps and if you already have a Google Analytics account, skip down to step 4.

Step 1) Sign up to Google Analytics ( If you don’t have a Google account, you will need to create one.

(Don’t pay attention to the unexcited guy in the picture - you are on the right track!)

Step 2) You will come upon the “New Account” screen. If you are already signed into Google, it will ask you to link up your account.

Once you are in, you need to fill out the following information:

    • You want to track a Website (if you are tracking a Mobile App, let me know and I can help you with that specifically).
    • Account Name: This might be your Company name.
    • Website Name: You might asking what the difference is between Account and Website. Inside each Account, you can track different Websites (or Properties as Google calls them). I know most of you have your hands full with just one website, but this might be helpful if you are creating a completely new website and want to start fresh. For now, you can put the name of your current website.
    • Website URL: pretty self explanatory. Make sure you select https:// if you have any secure areas of your website (a.k.a. a shopping cart).
    • Reporting Time Zone: This is the time zone that you will see your reporting in. It is important to keep in mind that if your clients are in a different time zone, some of your data analysis around when you are getting most engagement/conversions might be set in your time zone. Just be aware of any time differences for later analysis.
  • Industry Category: Select the industry that best represents your business. Many times I use the “Other” Category.
  • Data Sharing Settings: This section is completely up to you but keep in mind that with Google it’s a “I’ll show you mine if you show me yours” kind of policy. There are some interesting reports you won’t have access to if you decide not to enable some of these. Nonetheless, if you don’t feel comfortable, read through the Privacy Policy.

And click on “Get Tracking ID” (and then Accept the Terms and Services, obviously!)

Step 3) Now you will be taken to the Admin area of Google Analytics. Freaky! But all I want you to do is copy and paste your Tracking ID and Website tracking code in a place where you will be able to access it later.

You can even keep this window open for now but it’s good to have this stuff documented just in case.

Step 4) Nextgo to your Squarespace account and navigate to Settings > Advanced (under Website) > Code Injection (in Advanced).

Step 5) Once you’ve reached the Code Injection area, take the code you’ve copied from Google Analytics and paste it in the Header text area.

Should look like this:

Don’t forget to click “Save” and Voila! You’re done!

Now, don’t expect to see any data in your Google Analytics right away; give it a day or two and then you should start seeing stuff.

If you have no idea where to start with your reporting, here are some helpful posts to check out:

3 Useful Reports in Google Analytics

Content Planning with Mind Mapping and Google Analytics

What Content is Actually Relevant to My Audience

Let me know if you have any questions in the comments section below. I can help you troubleshoot if any issues come! Don't be afraid of reaching out!

Read first! Introduction to Google Analytics Quickstart Guide

Welcome to the Google Analytics Quickstart Guide!

I put together this guide to help you not only learn about Google Analytics as a tool, but also to slowly start to get to know your data and build a relationship, just like you would with a person.

This might sound a bit crazy but I really believe that it takes time and patience to become familiar with your numbers and what they mean.

This Quickstart Guide is focused on starting to analyze and understand your overall site traffic. I think this is a good place to start when learning how to use Google Analytics in your business.


How to use these?

I recommend setting aside 30 min for the next 10 days and reading an article per day. Also, make sure to complete the exercises and let the information seep in. Here is a break out of the days:

Day 1 - Why should I care about my analytics?
Day 2 - Starting a conversation with your analytics
Day 3 - Under the Hood of Google Analytics: Basic Set Up
Day 4 - Basic Web Analytics Metric Lingo: Metrics
Day 5 - Analyzing your Site Traffic
Day 6 -  Case Study: Using Google Analytics to understand your Site Content
Day 7 - Quick tip: What's in a date?
Day 8 - Bounce Rate Demystified
Day 9 - Search Keywords on your Site
Day 10 - Using GA to set the right mindset


Excited to get into your Google Analytics data -> read Day 1 here!

Any questions? Just comment below. 

Day 1 - Why should I care about my analytics?

When is the last time you went on vacation or a trip? And, what is the number one thing you take when going to a new place? You can probably guess the one thing you need to make any trip somewhat successful: a map! Or in this digital age, a map app of some kind. Mind you, you can still get lost with a map (yes, that's me) but at least you know the lay of the land before leaving the safety of home.

Well, your analytics is like a map! How you ask? 

  • It can give you information regarding the landscape of your site: are users more interested in your services page vs. your about page? It can tell you if the road you’re taking is gravel or paved: which site sections are leading to more registrations? Or more purchases?
  • Some maps show you options that you'd never considered before: is a particular affiliate site bringing in 30% of traffic to your site without you being aware of them? Maybe it's time to start a collaboration with that affiliate.
  • And better yet, some interactive map apps tell you NOT to take a certain route because it is blocked off: what areas of your site are causing users to leave, without ever reaching the golden content on your site?

All these possibilities just scratch the surface of where your analytics can take you. What is certain is that without a map, you can make a lot of blind decisions that might work ...or might not.

With analytics reporting to back you up, you can make confident decisions about your next site redesign, rebranding initiative, campaign, new clientele, or almost anything! That is why you should care about your analytics. 

So, the first step to becoming friends with any type of analytics data is start by asking yourself what you would like to know about your site.

And that's next up: Day 2 - Starting a Conversation with your Analytics.

Tell me how you use your analytics currently? What reports do you look at? Share in the comments section below.

The one thing you need to do in Google Analytics - Part One


I've heard it again and again; Google Analytics is overwhelming, ugly, and a maze of numbers. And although my initial recommendation is to build a relationship with your Google Analytics, I know not all of us have the time and luxury to sit down with your analytics like this.

So, if I were to recommend ONE thing to do in Google Analytics is ...goals! And I've created this blog series to break out the information and help you out! :)

Setting up goals in Google Analytics can take you from "meh" reporting, to "wow! okay, that is something I can actually use".

First, you might be asking what the heck is a goal?

A goal is a page or action on your site that you want your users to get to. A common example might be a newsletter sign up or an opt-in download. I call it the "golden click" but in the online marketing world it might be called a "conversion".

More examples of "golden clicks":

  • for a graphic designer -> signing up for their graphics e-course
  • for a coach -> scheduling a consult call
  • for a nutritionist -> joining their weekly sugar free challenge

Get the idea? Whatever it is, you are want to track the completion of a desired action on your site.

You might be thinking, so what? I can track that with my email tool or opt-in tool. What makes setting this up worth my time and effort (and I rather spend my time in Instagram instead of ugly GA...bleh).

The difference here is, unlike other tools, Google Analytics will let you cross your "golden clicks" with the rest of the data hanging out in the tool.

Some possible data combinations might be:

  • Social Platforms + your opt-in sign up
  • Landing Pages + your ecourse purchase

These type of data crosses in data can give you a vast amount of information about what is actually working on your site. For example, a report tracking traffic coming to your site + Contact Form Submissions might look like this:


Not only do you see where user are coming from, but which of these actually completed your "golden click" (a.k.a. hitting submit on the contact form). In turn, you might be able to make better decisions on which social channel is truly serving your bottom line.

And this isn't the only report you get to see your goal completions. Once you've set up goals in Google Analytics, you will be able to use it in several areas in the tool (exciting, right?)

So, ready to set up your own goals? Here are the first two steps:

1) Decide on one goal you want to start off with. I've given you some examples above but this can any "golden click" you want your users to perform on your site.

2) Identify where this "golden click" happens and save the exact URL. In many cases, this is a confirmation or thank you page. Wherever it is on your site, I want you to find that URL and save it.

That's it for now! Sign up here to receive part 2 and 3 of this blog series, where I show you how to set up and then actually read your goals reporting.

Where is your blog traffic coming from?

This week for the "Interview your Data" blog series, I talked with Amber McCue of NiceOps and we took a deeper look at some of her blog content.

I loved this interview because Amber had a lot of data to work with and we were able to see what blog posts where coming from which social networks.

Check out the video here:

Key Takeaways:

- The report we looked at: Behavior > Content > All Pages- Here is a sneak peak at the segment I created for Amber to filter out site sections:

- Filtering out just main site sections and sales pages can be key to getting a clearer picture at how your blog content is performing. And setting up this segment is super easy and can be done in less than 5 minutes.- Additionally, we added a second dimension here to look at what traffic each blog content was pulling in:- If you feel you aren't getting any interesting data, maybe extend the date range on the top right.

It is important to approach the data with the backstory on your content strategy, especially when you are looking at Acquisition data: what did you do this month in Facebook? Or with your email newsletter? If you have this clarity, you will be able to get more information from your data.

Want me to interview your data? Send me an email at cinthia(at) and tell me what about your data you want to know!

What content is actually relevant to my potential audience?

Ah! I love sharing data insights and bringing clarity to the confusion.

This week on my blog series "Interview your Data", I got on the phone with the fun and adventurous Rosemary and Claire of Authentic Food Quest.

They were wanting to understand what content engages their potential audiences and this is the specific question they sent me:

"We are looking to better understand which post/content is most relevant to our audience so we can provide more of it."

When you are creating your content, knowing your audience is key. Through our data in Google Analytics, we can to start to get a sense of how they react and engage with the content we put so much time and love into.

In this video, I show Claire and Rosemary how to start doing this type of analysis by filtering their data.

Watch the video here:


Key Takeaways:

- Before opening any report in GA, make sure to come to the data with the backstory on your content strategy for that month. This will help you fill in the blanks with your data.- The report we looked at: Behavior > Content > All Pages - To access the New Visitors or Return Visitors segment, click on the blue donut above the report and scroll down to either "New Visitors" or "Return Visitors". Check on one of those options, and uncheck "All Visits" at the top.- When you are ready to do deeper analysis, I recommend taking screenshots of the data and pasting them into a Word Document. This will help you get away from the initial tool and help stimulate your detective mind.

The cool thing about Google Analytics is there are a lot of useful features that are already set up for you, just waiting to be used. Segments is one of them.

By starting to filter your data with segments, you not only understand a bit better what content is bringing in more users, but also what type of users like specific types of content.

I hope this was useful! If you want to get more helpful videos and tips on how to understand your data, sign up for my weekly newsletter. It is full of inspiration and information on how to better use your online tools (like Google Analytics) to their full potential.

Interview your Data! Blog Series with Digital Metamorphosis

This is week two of my blog series "Interview your Data" and I'm super excited to lift the curtain on my own data. That's right, your going to be looking at live reporting from my own site

And using this data, I wanted to tackle a common question blog owners and entrepreneurs have about blog content. Here is the two part question:

Which blog content are users landing on my site on and then leaving? On the flip side, which content do users come to my site to and then stay? Why?


Check out the video below to learn how to find the answer:


Key Takeaways from the video:

- The report I used: Behavior > Site Content > Landing Pages- Make sure to filter out all values from main site pages likes "about" and "work with me". This will make it easier for you to analyze only blog posts. Here is an example of what this filter might look like:

- Pay attention to high and low bounce rates. Specifically analyze the blog content, but also consider site design and call to action.- Finally, document all your hypothesis(es?) and keep this handy. When you make changes to your site, write down the dates so that you can compare any changes in the data.

So now what? You can take a look at the content that was successful and ask yourself these questions:

- Can I write a follow up post to this?- Is there something I missed in this post that I can delve more into?- Are there similar topics that I can write about?- What medium did I use in this last post? Could I switch it up? Video? Audio? Infographic?

Write out your answers. Make sure to use pen and paper. Get away from the screen for a bit. Draw out your brainstorm. Mind map freely.

Do this both for blog content that has a high and low bounce rate and see if any ideas pop up.

Want to get the rest of the interviews for this series? I will be interviewing food bloggers, yoga instructors, and many other online entrepreneurs. Stay in the loop here :)

Interview your Data! Blog Series with Raven Marin

I'm so excited this week to share with you my Blog Series: Interview your Data! I'm going to be interviewing different businesses with their Google Analytics data and showing them how to interpret and learn from a specific report.

To kick it off, I interviewed the amazing Raven Marin of Love and Local Business about her Facebook Users and Blog Traffic.

Raven had a very good question about this type of data in her Google Analytics:

"Is there a way to track which Facebook posts are driving the most traffic? I post in a lot of Facebook groups and it would be great to see which ones are most effective."

I love this question and in our video we uncover a specific report she can use to explore the relationship between Facebook and her Blog Content.

Watch the video interview below!


Key Takeaways from the video:

  • The report I used: Acquisition > Social > Landing Page
  • Always come to your data with the backstory on your strategy, including dates! This will help you fill in the blanks and understand better what worked and what didn't.
  • Use the following Segment to filter in visits only coming from Facebook. You can create this yourself if you click on the blue donut at the top of the page.

If you want to get helpful weekly tips on how to read your data sent to your inbox, sign up here.

Ignite your creativity and generate exciting content with Google Analytics

Creating original and interesting content is one of the most important things we can do as entrepreneurs. It communicates to our audience (and potential clients) everything they need to know about how we do our work and why we can help them specifically.

And even though it is important, I hear it is one of the hardest things to do. Time and time again I hear about how difficult it is to produce compelling content and deliver it on a consistent basis.


I get it; creativity isn’t cheap. And it doesn’t always come when you need it. Actually, building a structure and habit around producing content is probably the best way to get those creative neurons going.

So, at the beginning of the month, if you are stuck on what blog articles, podcast topics, or freebie opt-in you should be working on, here are three Google Analytics tips you can use to stimulate the creative juices.

  1. Use filters.  When using a report like Behavior > Site Content > All Pages, don’t just stare at all your traffic bunched together. Instead, filter our the main pages and just focus on the blog content. You can do this easily by using the advanced filter on the top right, above the metrics.

Here you can add several filters, excluding main pages on your website. The search bar on the right is smart to detect values coming up in this report so you don’t have to do the work.

Outcome: Once you’ve filtered out the pages, you will be able to better analyze just blog content and see which one is most popular, least popular, etc. You can use this to inspire future content or what topics aren’t as interesting to users.

2) Keep an eye on bounce rate + new visits. Some of you might get an awkward feeling when it comes to Bounce Rate, but this key metric will help you detect what content is not sticking very well.

And if you zoom in on new visits, this gives you an even clearer picture in terms of content that is pulling in visitors who are coming to your site for the first time.

To cross these two data types, go to Behavior > Site Content > Landing report and with the Second Dimension option, select User Type. You can use the search bar again to save time in finding it.

Now you will be able to see each blog post by user type (new or return). Focus on the new visitors, and check to see which content produced the highest bounce rates.

Outcome: Knowing what content is getting new users to stay on your site can help you understand better what these fresh visitors are looking for and what they find attractive in terms of your content. It is important to separate these two types of visitors and have a unique strategy for each.

3) Document all your strategy and finding. This isn’t a specific report or metric, but it is something many business owners don’t do when it comes to their analytics.

As part of the monthly date you have with your Google Analytics, you should bring along a spreadsheet that you update with what you noticed as part of your analysis. This will help you notice patterns over time, compare strategy, and in the end progress in whatever your goals are.

It doesn’t have to be complex; just something to quickly fill out and refer to when you are looking at what to write, or talk about.

For the conclusions that you can draw from the data, it can be your honest and obvious observation. It is important to take into consideration what other marketing strategies you used for each content. Did you share on Facebook? Or did a referral also share the content? Also consider the details of the content. Did you spend extra time writing an intriguing title? Did you include an awesome stock photo? Or maybe you spent more time letting the writing simmer and were able to edit it better? Try and pinpoint the successes and failures, and to learn from them.

I hope this takes off the weight of your next content creation. And if you want a more hands on approach, do my 5 day content creation challenge, to generate a month’s worth of content using Google Analytics.

What is included? Take a look:

  • Daily reporting prompts sent to your inbox that tell you exactly what to look at and how to interpret your data
  • Ideas on how to draw inspiration from your data and to then translate that into real content
  • Email Support from me to answer any questions you might have!

Be part of this 5 days challenge and take out the pain of figuring out what to write about. Let Google Analytics tell you instead!

How do you want to feel in your business?

This post is inspired by Tiffany Han (check out her amazing podcast Raise Your Hand and Say Yes) and has shifted the relationship I have with my work and business.

Up until last month, before going to bed, I did a general reflection of my day. What did I get done? What didn’t I finish? What was unexpected?


These are all very logical and realistic questions, which makes sense for in the day-to-day of my business. But I forgot to consider that I AM my business and being human, I’m not always logical or predictable.


That unpredictability is actually what makes a good business owner because that means I’m flexible, I’m awake to what is going on around me and can react when necessary.

However, at the end of the day, I found myself feeling disappointed, even a bit judgemental about what I had accomplished. I never found myself fully satisfied with the day’s work and it was a pattern that led to other thoughts and emotions, like criticism and guilt.


This month, I started a new line of thinking, experimenting with an idea I got from Tiffany; instead of evaluating what I physically (or digitally) finished, how did I want to feel at the end of the day?


And the words that came out of this exercise totally blew my mind away. They were things like grateful, meaning, or true love. Pretty deep stuff that almost has nothing to do with my business. And yet, when I did set these words as the intention for the day, at the end of the day I felt I had gotten so much more done.


My productivity didn’t fully depend on how many things I’d checked off my to do list, but instead on whether I was connected with the bigger picture and meaning of my business.


Becoming more aware of how my business felt at the end of the day integrated certain parts of me that were left behind. Since those aspects started to feel taken care of, I felt a more consistent line of energy and my productivity has been better. My to-do list has been more realistic and I’ve been progressing on the practical side of my business as well. It was a positive cycle.


So, my challenge to you is on a daily basis, in the morning while you are having your first coffee or just doing a couple of stretches while still in bed, ask yourself ‘how do I want to feel in my business?’.


Write down the first word that comes to you. And see how setting that word as the tone for the day, really impacts how your day goes.

I think the real question here is ‘how do I want to feel in my life’ and since we are so passionate about what we do, our business IS our life. Trust me when I say this exercise will greatly alter how you run and feel in your business!Share with me in the comments section below how you want to feel in general with your business. I’d love to know. And if you need more positive energy to boost whatever you are working on, as well as useful tips on Google Analytics and other digital tools, subscribe to my weekly digest. I promise to inspire and guide you in the right directly when it comes to the digital world.

Day 9 - How to easily track searched words on your site


Understanding what users do on our sites and blogs can sometimes be confusing. Yeah, we have stuff like traffic reports in Google Analytics but reading these can take time and it isn’t always clear what the user was looking for or why they came to our blog in the first place.

I’m about to share with you a super clear indicator of what users are looking for when they come in contact with your blog. It is also very easy and requires no previous technical knowledge (woo!).


What we will be doing is actually looking at the terms users are searching for on your blog (yes, really!).


You will need to have Google Analytics on your blog for at least 3 - 6 months (if you don’t have it implemented, check out this post here). Having a nice chunk of data is important to making sure the analysis we are doing is based on solid site visits.

Once again, we will be using the report under Behavior > Site Content > All Pages.

When you are generating this report, make sure to select more than a month worth of data. If you are a low trafficking site, select several months; you can do this by using the Date Range option in the top right corner.

Remember to hit “Apply” once you have selected the dates you want.

Next we are going to use the search box in this report to filter out specific values; you are going to search “?=”. Looks weird, but trust me for a moment. You will see the search box right below the graph, on the right side

Ready for some magic? Ok, hit enter!

You see those values after the ?s=? Those are your search terms. Pretty cool, huh?

So those are keywords that your users are searching for on your blog. It’s as simple as that!

You are probably thinking, “This is cool, but how do I use these? What do I do next?”. The first thing I would recommend is creating a Google Drive spreadsheet to document the keywords and keep tabs on new ones that come up.


Next, I would separate out these keywords into two categories: the ones that generated blog content vs. the keywords that lead to blank searches. Unfortunately, this does become a more manual task of clicking through each one (click on the tiny vertical arrow right beside the term and not the term itself). This will pop out a separate window for you to view that page (and if it had any search results).

To start, you can focus on the first 10 keywords and leave it at that. This might become something you do every 2 - 3 months. Once you’ve divided out your keywords, focus on the ones that have no search results.

Make a note to review this list next time you are brainstorming blog topics or filling out your content calendar. These are literally golden nuggets telling you what users want to read on your blog.


For the keywords that have already existing blog content (and I’m sure the majority of the keywords fall under this category) answer the following questions:

  • Which keywords are the most popular?
  • Are there any variations in the way certain keywords were searched?
  • Could certain topics or themes be expanded on already existing content you’ve created?
  • Could something turn into a downloadable worksheet or ebook?
  • Can an ultra popular keyword inspire a future service or product?


Again, popping out your spreadsheet when you are in brainstorming mode is a great way to review this real data coming from actual users interacting with your content.


Creating content we like to write and talk about is great, but it is more important to know what users are searching for and if the content we product is relevant to a problem or need. Hope this inspires your best blog writing yet or even an awesome service for the near future!

Day 10 is up! Good job! Ready to talk about mindset?

Use this easy rule to protect yourself from digital overwhelm

Last week I was talking to my Jewelry designer friend and she was expressing her frustration about her overwhelm around all the things she should be doing online for her business. She found she was spending more time worrying about this than actually making her jewelry. 

I totally felt her pain and annoyance; how many of us spend more time setting up tools and reading about marketing than actually doing real work in our business!


I understand the learning curve and the idea of having to do it all yourself at the beginning but let’s be honest, after awhile, it becomes more of a distraction than anything. Spending time obsessing about email opens and clicks, learning to set up a new tool, or convincing yourself that it is super important that all your social buttons stay on the top right corner of your site or else all hell will break loose.

Yes, there are some digital tools that are absolutely crucial to have in place but if you are spending more time setting them up than getting results, then there is something wrong.


To evaluate if you are wasting time in the setup or initial learning curve, I created  the 1/3 rule; if you are spending more than a third of your time setting things up, configuring the tool, or just figuring out where everything is (and not actually reaping real benefits) then it is time to re-evaluate the use of the tool.


Here is how the 1/3 rule works:

Step 1) Identify which tools you are in daily and weekly, spending more than one hour.

Step 2) Get specific: What are you doing? How much of it is productive campaign set up or evaluation of data. Or is it muddling around figuring out where everything is because you keep forgetting? Or getting lost in support forums over a specific functionality you can’t find?

Step 3) Once you’ve identified what you are doing, estimate how much total time are in the tool, both daily and weekly. 2 hours, 5 hours, 10 hours?

Note: Keep in mind that if you just started using the tool and doing initial setup, then that learning curve might take extra time. But if you already have already been using the tool for a couple months, how much productive vs. unproductive time are you spending in the tool?

Step 4) Identify tools where you are spending more than a third in unproductive time.


I want to be clear: unproductive time feels very distinct in your body. It feels overwhelming, stressful, like you are walking in circles without getting anywhere.


If your are spending 40 min of the hour in the tool figuring things out, and then the last 20 min actually getting real work done (that will bring value to your business) then it’s time to consider the following questions:

  • Are there automations in this tool that I am not taking full advantage of?
  • Are there other tools that are simpler or have better functionalities based off my needs?
  • Do I really need this tool? If I got rid of it, would it be the end of the world?
  • Can I hire someone to help me better manage this tool?


At the end of the day, if your digital tools are creating more work for you, there is something wrong.


It is important to keep track of where you are spending your time and energy, so that your digital tools don’t end up draining all your energy.I know how it feels to be overwhelmed and frustrated with how you spend your time online and I’d love to help out. If you think you might want some help in evaluating your online business tools and systems, reach out to me for a free 15 min consult call and we can chat.  

3 Practical Tips for Doing a Webinar + Video!

This week I ran a webinar with Alistair Gill about using Google Analytics to track your next launch (if you want to get the replay, check it out here). Apart from some initial technical difficulties it was a huge success and I’m proud of the work we did.

Webinars can really impact your business by giving your audience the opportunity to get to know you a bit better (seeing your face!), as well as showing yourself as an expert in your field.


If you are a little nervous in front of the camera, brainstorm a bit about how to get a little more comfortable and make it yours!

Watch the below video to get the three tips that I learned from doing this last webinar:

In summary:

  • Give yourself time to prepare your content: Quality content takes time. Once you build the presentation/worksheet/script for webinar, it is great to let it sit for a couple days before looking at it again. Also, it gives your brain time to digest what you will present so that when you do present on the big day, you will be a lot calmer and confident.
  • Do mirror work/rehearse: The term “mirror work” might sound a bit weird but this is something great to try to improve your speaking skills overall. Sit in front of the mirror and literally rehearse what you would say to your audience. Practise presenting yourself and your business; how do you want to sound? What do you want to highlight? All these details are important, especially when you kick off the webinar. You want to blast your audience with positive energy and practising this can make a huge difference.
  • Schedule a technical dry run: I can’t empathize how important this is (although glitches are probably going to happen anyway - like when our WebinarJam link wouldn’t boot 3 minutes before starting the webinar..eek!) If you can smooth out as many technical cracks as possible before the actual webinar, it can make all the difference. If you do need to deal with a live technical problem, at least you will be a bit more chill to handle the situation at hand.

These 3 practical tips will make a huge difference on how you perform on your live webinar day and how you feel; enjoy this amazing moment to connect with your audience!


That’s it! Let me know in the comments section before if you have any upcoming webinars for me to join :) Love to see what amazing information you are putting out there.

Making the most of your Survey Tool

Capturing qualitative data can revolutionize your business. This more descriptive data type complements all the quantitative data you might be capturing from Google Analytics and will give you the answers to attract and work with more clients.

In this blog post, I will be covering how you can use survey tools like SurveyMonkey and Google Forms, as well as what key functionalities to look out for when choosing a survey tool. This can be used for if you are new to this tool or are evaluating your existing tool.

Like all my tools posts, I don’t endorse any specific brands. Instead, start with your business needs and then work from there.


There are a lot of less popular tools that can fulfill your specific needs. Spending a bit of extra time upfront to understand what you need can go a long way.

Let’s start! First, identify how you will be using your survey form. Here are some ideas:

  • Client intake form to evaluate if you and your potential client are the right fit. Also good for going to your first call prepared with what your client’s pain points are.
  • Feedback form to capture specific opinions regarding a product or service your client has just completed.
  • Research form to get more information about a specific issue your client base in experiencing (and where you can possibly help).


These are just some ideas but survey can be used for many different reasons. It is probable that you will have more than one survey so list out all the surveys you need currently.


Next, it is time to get specific about the requirements for each survey. Will there be large text answers or multiple choice? Do you need it to integrate with your email platform? How will you be sharing the forms?


If you aren’t sure what your needs are, here are some functionalities to consider:

  • Question/Response Types: what options do you want to provide to your users? Multiple choice, drop down, ranking, simple textbox? SurveyMonkey for example has a wide array of options to capture the most accurate answers possible.
  • Design: depending on your business, you might get more picky about the look and feel of your survey. Or you might want a pre-built template that makes things look pretty out of the box like in Google Forms. Consider how you want your survey to look in relation to your brand.
  • Integrations: how will be sharing your forms? Email, private link, or embedded on your site? Identify the other platforms you are using that might need to play nice with your survey. For example, some survey tools have a direct integration with Wordpress or your email provider.
  • Reporting: if you are capturing ranking data from a large group of people, looking at each answer individually is not effective. Instead, a graph will help you extract insights a lot of faster. Most survey tools have reporting, but some provide a wider amount of options to analyze and get insights from your survey responses.
  • Automation: finally, many tools have automation options, tied with your email provider or CRM (Client Relationship Management Tool).  If you are farther along in your business, this functionality makes your life a lot easier and uncovers direct sales opportunities without you having to rake through data. This is also called piping.


There are many other functionalities but I consider the above to be the most important.

Whatever tool you choose, make sure it is serving you and your business needs. Don’t just go with the most popular (or the first tool you stumble upon).


Especially if you have been in business for a while, investing in tools and systems that truly benefit and impact your long term goals (and not just solve a short term problem) can save you time and money.Thinking of switching your survey tool but have no idea where to start? Let me help! Schedule a 15 min call with me; I have the experience to point you in the right direction.