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Alex Lloro | All Marketing Services
A KPI Driven Process To Evaluate Your Website Performance
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All Marketing Services is a Washington DC-based digital marketing agency with clients all over the US and Canada.


We focus on Conversion Rate Optimization or, in plain English, getting more leads/sales to our clients.


We cover every need your company may have from digital strategy to PPC campaign management, SEO, social media, website design.

In this episode

Alex Lloro of All Marketing Services cautions not to get overwhelmed by Google Analytics when looking at your website performance. Start with your goals, typically revenue, and define your KPIs (Key Performance Indicators) that you need to focus on. Then set up Google Analytics to feed you that data. You also need to go beyond the quantitative data provided by Google Analytics and augment with with qualitative information that covers the full cycle of your revenue generating activities - online and off. The numbers tell you what happened but not why. So you've got to get beyond the numbers and capture behavioral data on your websites from heat maps and session recorders. Listen to the end for an amazing gift that Alex is offering our listeners.

A glimpse of what you'll hear

02:34 Google Analytics is overwhelming and confusing to most business owners.

03:53 Mistakes business owners make in analyzing their website data.

06:01 Turn off what you don't need in Google Analytics and set up a custom dashboard to help you focus.

07:08 Google Analytics gives you quantitative data. Use heat maps and session recorders to capture behavioral data.

09:07 4 steps to implementing a KPI driven process for your website analytics.

10:49 Benefits to a KPI driven data collection and analysis process.

13:35 How to implement a DPI driven approach to website analytics.

15:43 Learn about Alex. Email Alex at or call him at +1.844.544.3577.

Episode Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Centricity Introduction  0:04


Welcome to the Best Kept Secret videocast and podcast from Centricity. If you're a B2B service professional, use our five step process to go from the grind of chasing every sale. to keeping your pipeline full with prospects knocking on your door to buy from you. We give you the freedom of time and a life outside of your business. Each episode features an executive from a B2B services company sharing their provocative perspective on an opportunity that many of their clients are missing out on. It's how we teach our clients to get executive decision makers to buy without being salesy or spammy. Here's our host, the co founder and CEO of Centricity, Jay Kingley.


Jay Kingley  0:43  


I'm Jay Kingley, co founder and CEO of Centricity. Welcome to another episode of our Best Kept Secret show, where I'm happy to welcome Alex Lloro, CEO of All Marketing Services. All Marketing Services, focuses on conversion rate optimization for small and medium sized businesses. Alex resides in Washington, DC, via haka Spain, which is in the Pyrenees Mountains. For those who don't know, welcome to the show, Alex.


Alex Lloro  1:13  


Thank you. Jay. Thank you so much for having me today.


Jay Kingley  1:17  


It's a pleasure. Now, Alex, websites, let's talk about websites for a moment. They're at the center of most businesses in terms of their marketing and sales. And they have come a long way, in the last 30 years. And I think something that's standard operating procedure for everybody who has a website, is you want to track your data. And the standard go to way you do that, is you install Google Analytics. Now, I like to think that I'm not the stupidest guy in the room. I have a engineering quantitative background, educationally. We have Google Analytics on our website, some other organizations I volunteer for, we use Google Analytics there, I have gone in and looked at it. And it is overwhelming. It is confusing. There is so much there. I'm not quite sure. What's really important. What isn't important. What is it that I should be focused on? What information is going to correlate with the results that I'm after? It feels Alex to me? Like, you need to have almost a PhD in Google Analytics to really understand what's going on and how to make use of it. So let me put it to you, Alex, as an expert in this area, why is it so difficult?


Alex Lloro  2:47  


It's not difficult, but many people get intimidated by numbers. But just don't feel more comfortable using Google Analytics, because in the end, you want more revenue, you want more profitability on your business, and Google Analytics and gathering data. And interpreting that data is important to grow your business to grow your revenue, and get more be more profitable. So don't be afraid, just define the right KPIs to how to get the certainly conversions that you want to target. And if not, the cycle is not only on the website, maybe if you are selling you're an E commerce, everything happens online. But what happens if you are selling a service, or maybe there is an intake team after that, once you fill in a form, once you make a phone call, you can track that. But what happens in that process offline, you need to gather all that data and integrate it on Google Analytics. So you can focus on the revenue that in the end that visitor produces for your company. So it's not only about tracking the website, it's about tracking the full cycle of your product or service that you're offering.


Jay Kingley  4:13  


Alex, what mistakes do you see business owners making when it comes to collecting and analyzing the data from the website?


Alex Lloro  4:22  


Well, the first basic one is they install Google Analytics on their website. And they think that they have already done everything. And this is just the beginning. You need to define the right KPIs for your business, the right conversions. If you're using Google ads, and you want them to fill in a form, if you want them to call if you wanted to open a chat session, or maybe the three of them, and people are not tracking those conversions. And that is a problem. Because if you don't have that conversion, how you can worth the money that you're spending on your Google ads or your Facebook ads, or maybe appearing on TV. So via radio, so whatever you are using to market your company, if you can track that, you either know exactly how much money are you getting back from your investment. And that is a problem.


Jay Kingley  5:19  


What I think I'm hearing you say, Alex, is that so many business owners are doing a, what I'm going to say from the bottom up, which is they'll install Google Analytics, they'll open up their analytics page, they may look at this overwhelming amount of information and reports and data, and you have no idea what's important, what's not important when it's telling you or not telling you. Now, what I'm hearing you say, is you actually need to do the opposite. You need to start with, what are your key performance indicators? What are the objectives for your business, what is going to tell you if your marketing and sales are working or not working? And when you start with there, then you can go into Google Analytics, and either use predefined reports or even customize your own reports that specifically are tracking those things that you have to find as important. And then you can sort of ignore all that other noise that they provide, that may not be really relevant to your management of the business. Is that more or less what we're trying to say here, Alex?


Alex Lloro  6:28  


Yes. Exactly, Google Analytics have too many different options. But many businesses don't need all of that. So having a custom dashboard, where we can see a certainly the KPIs that are relevant to their business, see the conversions are they want to track, that's all probably that they need to do. So they don't need to go each visiting each and every option inside Google Analytics, because it will take them hours, and they won't understand them, maybe there will be data that is not relevant for their business. So the first step is having that custom dashboard with a custom KPIs. And then they get conversions that they want to track. That is the first step.


Jay Kingley  7:14  


So we start defining our key performance indicators, our objectives, we create the dashboard, using Google Analytics, that will tell us how we're doing on those KPIs and objectives. And you said, that's the first step of what we need to be doing. We're probably not doing it. But okay, this is the path forward. What happens next, Alex?

Google Analytics is amazing. But in the end is yes. Quantitative data is yes, a bunch of numbers. And the numbers just will tell you what happened, but not why. And if you base your decisions on those numbers, maybe you're taking the wrong decision, all people is leaving my website after 25 seconds only, I need a new website, maybe not. But


Alex Lloro  8:04  


If you just make your decision based on those numbers, you are going to spend 10, 15 $35,000, on a new website that probably you didn't need, you need to go a step farther, and use also quantitative and qualitative data. And I'm not talking about really expensive tools, like eye tracking, or focus groups, or science. No, I'm just talking about two basic tools that are heatmaps, where you can see where people click in your website, how they behave, how they scroll, what which part of the website they are reaching when they visit that and session recordings, there is no problem with with a lot of different states in the United States of GDPR. In Europe, because there is all anonymous, you don't record any personal data. So you can do that. Don't be afraid to do that. Because you don't you want seen the recordings, if they introduce a phone number three, they introduce a credit card number that you respect. All those tools respect the privacy of the visitor. And you don't know if it is Jay or it is Alex who is visiting your website, you just know that one person is visiting your website. And you can see exactly, how he's behaving and how he's browsing your landing page. And that's really important, because that will tell you why those things that you detected on Google Analytics happened.


Jay Kingley  9:43  


So Alex, what I'm hearing you say really is a four step process that we're going to continue to iterate on. We start with putting our KPIs and objectives together, we create our Google Analytics dashboard that is going to give us are quantitative data, we then need to supplement that with more qualitative data using heat maps, and session recording. And then we can analyze that data in step four, to figure out what steps what actions am I going to take to get better results, go back up to your KPIs and objectives. And it's that old expression, wash, lather, rinse, repeat, then over time you just continually improve and optimize get better. And better results are pretty much lay out what it is that you're advocating?


Alex Lloro  10:39  


Yes, that's exactly what I'm saying. You said it briefly perfectly. 


Jay Kingley  10:46  


Now, Alex, One constituent I know, pretty well are business owners. And I think this is what they're probably saying right now. Alex, you are dead on. I am being overwhelmed with Google Analytics, doing bottom up not doing it all, what you suggest, I hear this four steps. It makes total sense to me. But as much as it makes sense, I want to know that there's real benefits to me, the decision maker and to my business. So let's talk about those two things in terms of benefits from doing what you're suggesting. Let's start with a decision maker. What's this going to do in terms of how the decision maker feels in their free will quality of life?


Alex Lloro  11:33  


There is an anecdote of Procter and Gamble's CEO in the mid 70s. And he said something that there was something like, I know that 50% of the money is spent on marketing is providing real results. And 50% is not the problem is I don't know, which 50% is. And the good thing about the internet, our web pages, is that we can track everything. So we can know exactly how that 100% of the money you are using on your marketing efforts, you know, exactly you can track exactly, how much revenue and how much profit, those investment in marketing are getting into your business back. So you need to spend some time defining all those four steps, reviewing all those four steps. And nowhere suddenly, okay, I miss spending this money and I'm getting back, my margin is this. So I'm getting a profit of X bucks per dollar invest.


Jay Kingley  12:40  


Do you have any data Alex that can talk about, you know, any real tangible business benefits that you've seen from adopting this approach,


Alex Lloro  12:49  


I'm going to give you an example of where one company came to us. And they had spent $35,000 in a new website, and the website look really good. But they weren't converting visitors into leads. We started analyzing the data, we installed a tool, to track their heat maps. And we watch and we review those session recordings. And we realize that the problem was on the form, there were over has integrated are really complex phone number validation. And if the number was and in that exact format that he was requiring, they didn't work. They weren't submitting the form when we remove that restriction. And we realize that watching the session recordings, when we remove that restriction, the company started getting a fairly person more relates. That's terrific,


Jay Kingley  13:51  


Alex, that's the impact on the bottom line of that 30% improvement in conversion rate is going to be material and puts you way ahead of your competition. So I think, incredibly compelling argument for why every small and medium sized businesses ought to adopt Alex's four step process for conversion rate optimization and improvement in achieving the objectives on your website. So Alex, if I met business owner, I'm saying okay, you made your case. Now, talk to me about what do I need to do to implement what it is you're suggesting? 


Alex Lloro  14:33  


I started using qualitative data tool. And you don't need to spend a lot of money. People associate qualitative data to expensive tools, but you have Microsoft clarity that is free as Google Analytics. And although it is a pretty basic tool is more than enough for 90% of the business out there. And you can have heat maps and stuff recorded them. And that is yes, a five minute task, where you can install that tracking code on your website. And you're done. And you just need to review that information and discover why those problems that you detected on Google Analytics happened.


Jay Kingley  15:17  


So Alex, you have, I think, clarified something which for so many of us, it was just a mass of confusion. So what we're going to do is we're gonna take a quick break. When we come back, we're going to learn a bit more about Alex.


Centricity Introduction  15:36  


Wondering how much longer you have to grind and chase after every lead conversation and client, would you like clients to knock on your door so you no longer have to pitch follow up and spam decision makers. Well Centricity's The Tipping Point program uses a proven five step process that will help you get in front of the decision makers you need by spending less time on doing all of the things you hate. It's not cold, calling cold email, cold outreach on LinkedIn or any other social media platform, or spending money on ads. But it has a 35 times higher ROI than any of those things, leveraging your expertise and insights that your prospects and network value. The best part even though you'll see results in 90 days, you get to work with the Centricity team for an entire year to make sure you have all the pieces in place and working. So you can start having freedom of time and a life outside of your business. So email to schedule an 18 minute call to learn more.


Jay Kingley  16:34  


Welcome back. We're talking to Alex Lloro. Of All Marketing Services. Alex, let's find out a little bit more about you. Let's start with what pain points do you at All Marketing Services, solve for your clients? And why is it that they need you to get rid of that pain?


Alex Lloro  16:54  


Unlike other American marketing agencies, we focus on the revenue and the profitability of our clients. So instead of us focusing on okay, you are spending $100, on advertising, we are getting back 150 That is what most agencies do is just okay, we are doing this for you. But in the end, maybe you need our $200 - $250 to be profitable. So we try to cover and to help those business owners realize what are that return on their investment. So we focus on will grow their business and not just providing nicer resource on their campaigns on the performance of the campaigns. Those are vanilaa matrix, and we go to go farther, because we grow when our clients grow. So if we make things grow, they will hire us to do more things that what we are doing. So the more they grow, the more we grow. And that's a good for both of us.


Jay Kingley  18:00  


Alex, what is it that makes you and your team at All Marketing Services? Great at what you do, because I always like to remind people, no one's gonna hire you because of what you do. They want to hire you because you're the best at doing what you do. So what is it for you?


Alex Lloro  18:17  


I have a background in technology. I have a degree in Business Information Systems. But I also earned an MBA a few years ago. And that made me realize that there is more than just technology, that just marketing. And you have when you have a client, you need to make them earn money. And if you just focus on doing your job during the marketing part of the business, and not focusing on how they can grow their business, how they can get more revenue, you are not going to provide the best results for them. So that's what makes us different probably, that we more focused on the full picture on the revenue and the profit of the companies and not just of doing and managing campaigns, advertising campaigns, or bring in traffic to our website, or doing email marketing.


Jay Kingley  19:11  


I encourage all of our listeners to go to Alex's LinkedIn profile, you'll see his educational background, you'll see the different things he has done in his career. And I think you'll agree with me, it is very impressive indeed. But Alex, I have a slightly different question for you. I'd like to understand what's happened in your life, be it personal or professional, that would explain why you're doing what you're doing today.


Alex Lloro  19:41  


As I mentioned, I have a degree in computing. And I was in the IT side of the business for many years working for big organizations like Reuters or Accenture. But when I earned my MBA in 2004, I realized that I wasn't happy doing that, that I was more interested in the business part of their business. So more on the marketing more on the operations. So I made that transition that what led me to create my first digital marketing agency in Spain in 2008.


Jay Kingley  20:13  


I think you have, as we said earlier, really have shone a bright light on how to clear out the confusion of understanding how your website is performing, relative to what is important for your business. And I have no doubt that we've got plenty of listeners that would love to continue that discussion with you. So what is the best way for people to get in touch with you?


Alex Lloro  20:41  


Well, they can reach us via our website,, or sending me an email at


Jay Kingley  20:50  


We're going to put the contact information for Alex in the shownotes, along with the link to his LinkedIn profile, so everybody can connect and engage with Alex. Now, Alex, as great as you have been, as a guest today, as illuminated and insightful. As you have been today on the show, I can't help but sit here. And my role as an advocate for our listeners, and say, Alex, maybe you can give our listeners even a little bit more. So I'm thinking, you know, given that every day is a day for giving, what kind of a gift might you be able to offer, the kind people who are listening in,


Alex Lloro  21:39  


We offer a free consultation for all the visitors to our website. But in this case, let's do something different for your listeners. So we will offer a free audit a free review of their Google Analytics. And we will help them to install that a quantitative data tool if they need to, because they don't know how to do that. We will help them to do that.


Jay Kingley  22:04  


Guys, this is one of the best offers I think we've had in quite some time. Before we know where we need to get to, we need to understand our baseline. Alex is willing to do that. And to help those who aren't so technically inclined, install the heat map in session recorder. That is amazing. So you're going to reach out to Alex through his contact information. They're going to tell him Hey, Alex, I heard you on The Best Kept Secret show. You're amazing, but I want those free gifts. And then Alex will be more than happy to help you out. Alex, you have been absolutely fantastic guests. I thank you so much for coming on to the Best Kept Secret show. To our listeners. Let's continue to crush it out there. Until next time.

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