Understanding your Website Analytics

Your website analytics can be invaluable in helping you formulate a successful internet marketing campaign. You can use your analytic data to improve the way your website works, drive traffic to your site from a variety of places, and ensure that the traffic  that visits your website finds what they are looking for – and hopefully turns into a conversion.

Understanding your web analytics, however, can sometimes be a difficult job. There are many different variables and ways to view your data to find the information you need. Though it’s best to employ a professional to do this analysis for you, it’s a good idea to know the basics when you look at your web analytics.

web analytics

Let’s start with what drives traffic to your website. First we have natural search, often assisted by Search Engine Optimisation (SEO), where users find your website by typing in relevant keywords into a search engine. Paid search is in the same vein but users are steered by paid advertisements that appear within search results. For returning customers or customers who have signed up for newsletters, email marketing may also bring traffic to specific landing pages. Then there’s other online advertising, blogging, press releases, social media…

But traffic does not necessarily equal revenue. A particular source may be sending exciting numbers of users to your website, but is it actually generating leads, sales or conversions? If not, then analytics may be able to tell you why, by giving you vital information like bounce rate, point of exit, and user location. You can use these analytics to answer the question:

How well does your website work?

You can study the different elements of your website analytics to work out whether your website and its content are enticing viewers to stay on the site, navigate deeper and ultimately turn into a sale or lead. If this isn’t happening the way you’d like it to, your analytics can also tell you where and how your customers are leaving your site, whether your marketing efforts are bringing in adequate traffic, and where that traffic comes from.

Here are a few aspects of analytics that you can use to your advantage:

Location – Are your customers local enough to come to your store in person, or take advantage of your postage area? Geotargeting your marketing efforts can help to better target the customers you want to reach. There’s no point bringing in traffic from Australia if you only ship to the UK.

Source of traffic – Find out what is driving traffic to your site and individual pages. Do you need to spend more time on social media sites? Perhaps your PPC ads need an adjustment. Are you getting the best return on your marketing investment?

Visitors – Are your visitors unique, new or returning customers? Is your business and website performing well enough to bring back decent numbers of returning visitors and customers? Are you also acquiring enough new traffic through your marketing strategy?

Page views – See which of your landing pages is receiving the most views. Improve your traffic direction by specifying the right kind of landing page for each link or ad. If a customer clicks through to a page that doesn’t give them what they were expecting, they’re just going to look elsewhere. Diversify the landing pages you use within your SEO and marketing to make it easy for customers to find the info they want.

Bounce rate – How engaging is your content? Bounce rate tells you how long viewers stay on each page. If your content doesn’t have enough relevant information customers won’t be encouraged to navigate through your site to find what they’re looking for.

Social media – Make use of social platforms like Twitter, Facebook and YouTube to bring customers into your site using multimedia, promotions and links. Social media posts can carry more weight than a blog post in the eyes of search engines so it’s worth using this popular resource to drive traffic to your website.

Mobile – See how many mobile users you have. Is your website mobile-compatible? Are you making it easy for mobile users to access your site and shop or browse while they’re out and about?

Content – Which content drives sales for your company? Link this info with page views and bounce rate and you will quickly determine which of your content is redundant and which is valuable.

Time/date of visit – This information can be extremely useful to show you when people are visiting your site from each type of referral. You will be able to see when there are peaks and troughs in your traffic stats and schedule your posts to catch the attention of the maximum amount of users, especially when utilising social media.

Keywords – Find out how well your paid and non-paid keywords are performing. Are they directing users to the right landing pages? Are they creating conversions? Are your PPC and SEO campaigns working effectively?

Exit pages – Like bounce rate, this can show you where your customers are leaving your site, and you may be able to work out why by looking at other analytics and data.

Goals – Analyse your goals to see if you are achieving them with your current website, content and marketing efforts. Goals could include: email newsletter signup, offer or promotion conversion, sales or email/phone leads. Make your goals realistic and track them using analytics to see whether you can improve their performance.

Your website analytics can be essential to running an online marketing campaign and keeping your website working successfully. The behaviour of your site visitors and customers can tell you a lot about how well your website works, and allows you to improve and adapt your strategy to bring in more traffic and, ultimately, more conversions. If you need professional help with your website analytics, get in touch with us at Ikroh.com for more information. We can also carry out a thorough web audit to help you identify just how efficient your website is and ways in which you can maximise its success.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Internet Marketing Isn’t Just About SEO

internet marketing

Some businesses rely too heavily on their SEO and paid search for their internet marketing strategy. The truth is it takes a variety of different approaches working together to succeed with internet marketing, and it’s far more important to building a reputable and efficient online brand with a strong social network than simply stuffing content with keywords. Your SEO needs to work seamlessly with all other aspects of your online work, including social media, email marketing, press releases, multimedia, written content, offline marketing and website analytics.

 

internet marketing

 

The stronger all these elements work together, the more value search engines will place on your website and your content, improving your ranking much faster and more effectively. So how do you go about it?

A good place to start is with a website audit – this can show you the strengths and weaknesses of your site, where your traffic is coming from and which content performs the best and worst. From there, you can re-evaluate keywords, content strategies and think about ways in which you can improve your website, bring in new traffic, and integrate other areas of your online activity, such as social media and email marketing.

Next, consider your goals. What are you trying to achieve as a business in both the short term and the long term? Work out the best way to focus your efforts regarding each goal, whether that’s a social media promotion or an ongoing natural search strategy. Revisit your goal status regularly to see if there are any ways you can improve it, or if you need to reconsider how you’re going about your strategy.

Also look at your current content strategy – is the content you’re creating regular, engaging and relevant? Are you making use of a variety of search terms, including long tailed phrases? Your SEO content should be spread across a range of platforms, from social media to blog posts, press releases to multimedia, email marketing to website content. Use your analytics to track the success of your content and constantly adapt and improve to maximise its success.

It’s important to think about your site traffic as individual people rather than just a metric. It’s all very well following basic SEO guidelines on keywords, links and ads, but if your content and your website are not conducive to a beneficial customer experience then you will be constantly working uphill. The human element can be far more important than meta data and alt tags – think about it:

– If users find your site but are directed to a non-relevant or uninformative landing page, they will leave.

– If users find your content but it is bland and uninteresting, they will not click through to your site.

– If users find it hard to navigate your site,  they will get frustrated and leave.

– If users find your social presence to be unprofessional/sporadic/unresponsive/boring, they will not raise awareness of your profile/site by interacting with you.

– If users find your content/site/social platforms to be inconsistent and confusing, they will not find you trustworthy.

– If users gain nothing positive or beneficial from their visit to your social media profiles or website (such as a promotion, an interaction, or valuable information and content), they will look elsewhere.

– If users find nothing compelling in your content to encourage them to buy into your brand and see worth in your services or products, they will not use your business.

– If users have a mediocre or negative experience with your website, customer service or social media interaction, they will not use your business AND they will probably spread some bad word-of-mouth across social networks or review sites.

See anything in there about your keywords and SEO jargon? No. Your internet marketing is not solely reliant on coding and sales pitches, it’s about connecting online with your customers and creating valuable content. Not only will this bring you success with search engines, who will recognise your website as an authority on your subject, but you will create a stable community of fans and repeat customers by establishing a place for your business online.

For help with any aspect of your internet marketing, including SEO, social media marketing, email marketing, copywriting, pay per click advertising, website audit and analytics, the team at Ikroh.com are happy to help, whether you’re a teeny tiny start-up, a small local business or a multi-national company.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Facebook Users Lose the Privacy Vote

Facebook Privacy Changes

Facebook Privacy Changes

Last week, Facebook offered its users the chance to vote on a new privacy and data use proposal which would determine  how much control members will retain over their privacy settings. The proposed changes to Facebook’s Statement of Rights and Responsibilities (SSR) and Data Use Policy include:

  • Ending user voting on changes. Instead, Facebook will only allow feedback after changes have been made, along with webcasts to answer questions and comments made to Erin Egan, Facebook’s chief privacy officer.
  • User data will be able to be shared by Facebook with its affiliates, such as Instagram.
  • New filters will be set to manage incoming messages to user inboxes.
  • Changes will be made to how Facebook refers to certain products.
  • Clarification will be made regarding who can see what on user timelines.

Voting was open between the 3rd of December and midnight on the 10th of December, and although the majority of voters chose to keep the existing policies, the number of voters was not large enough to make these votes binding. At least 30% of Facebook users were required in order to make their votes count, and as a result, it is likely that Facebook will be implementing the policy changes.

So what does this mean for Facebookers? Well, the main point is that Facebook will no longer ask for your vote on proposed changes, although judging by the poor turnout on this particular voting opportunity, it’s almost a moot point. Instead, users will have to direct their opinions to Facebook’s privacy officers via feedback forms. On a profile level, the social giant will now be able to more easily share your data with affiliates, and advertisers will be able to show political and religious content on your sidebar. ‘Filters’ will be introduced to manage your messages and your profile will be easier to find through Facebook search.

In the run up to the vote, a viral (and false) message in legalese made the rounds on Facebook where users attempted to stake their claim on their Facebook data, so why, when so many people have been up in arms about the changes, did so few vote? Some claim that Facebook could have done more to publicise the voting details, although the social network ensured details appeared in news feeds and inboxes and made clear the comparison between the existing and proposed policies. But approximately 600,000 users voted of the 3oo million Facebook members worldwide, making their votes ‘advisory’ rather than binding.

Did you vote? Are you unhappy with the new policies? Will you stick with Facebook regardless, or will you be looking elsewhere, like Google+ or Twitter, for your social media fix? Let us know.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Pinterest Launches Business Pages

Pinterest business pages

Pinterest have launched business pages for companies, as well as a separate area of the virtual pinboard site to help businesses to develop their social strategy.

Pinterest has quickly emerged as a forerunner in the social media world, with big brands and companies trying to utilise the addictive visual sharing site to drive traffic and sales. The new developments for businesses don’t actually make an enormous amount of difference to company pages at the moment, though there may well be further plans brewing in the next 12 months.

Pinterest business pages

Businesses can now opt to switch their page to a business page, which allows them to link it with their website using HTML code, and add a “follow” button to website pages. Once verified, your website URL will be added to your Pinterest homepage. The website profile widget allows up to 30 pins to be displayed on your website which aims to help brands to increase their Pinterest followers via their site. You are able to choose which board these pins are sourced from, enabling you to target your web visitors more specifically.

For the future, we’re expecting the arrival of promoted pins or the ability to host competitions or promotions directly from the platform, much like Facebook’s recent ‘promoted posts’ option. Pinterest are also promising business features that “provide more powerful ways of reaching and understanding your audience on Pinterest”, which suggests that analytics might be on their way too, as well as potentially adding multiple page managers to a single business profile.

But for now, it’s more or less business as usual for the pinboard giant – so how can you use Pinterest to boost your company? Here are a few quick tips:

Pin relevant and appropriate content. Determine what kind of information and content your customers want, and see if you can tailor your boards to their interests, while keeping things relevant to your business. For example, if you sell kitchenware, you might want to provide your followers with pins of stylish kitchen designs and tasty recipes. Don’t just pin your own images and products and expect anyone to be interested…

Optimise your content. All your imagery should be properly optimised for SEO and social sharing, including image titles, alt titles and a relevant description. Add your website URL to your Pinterest account and make sure your boards are properly categorised and titled. Add a relevant image to your blog posts, preferably with easily readable text and labels that describe the post so that Pinterest users can quickly see what it’s about and share it appropriately.

Utilise cross-platform promotion. Use your other social profiles to link to your Pinterest boards and pins, or promote blog posts, products and competitions on Pinterest. Make sure you add ‘pinnable’ images to your website and blog so that you can easily add them to Pinterest.

Make your content shareable. Don’t pin every single post or image you have – decide which are likely to be most useful to your followers and most likely to be repinned and shared across the platform. Some of the most popular posts are DIY or how-tos, humorous posts/images and high quality design.

We’re interested to see what pin-related developments emerge during 2013, as it doesn’t look like Pinterests virtual pinboard is going away any time soon. If your business is visual-based and lends itself to social sharing, it’s absolutely worth getting on board and getting to grips with Pinterest’s addictive ways…

Check out Ikroh on Pinterest!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.