Drowing in Data? A Mini-Guide to Website Analytics

Are you drowning in data? Feeling overwhelmed by analytics? Every professional search or social marketing will tell you that keeping close tabs on your website performance and analytics is essential in developing a successful online marketing strategy but if you’re finding it hard to understand which metrics matter to your company, you may be making some ill-guided decisions.

Firstly, if your website data matters to you (and it should), hiring a professional web analytics firm to handle your SEO and/or social media marketing is a good first step, and needn’t hack a massive chunk out of your budget. We offer specially tailored contract-free PPC packages for small businesses and start-ups because we think everyone should take their digital marketing strategy seriously while still being able to afford it!

website analytics tips

So, back to basics: how can you make sense of your data and pick out the essential elements to help you keep track of your website performance? On a simple level, it comes down to three main points:

1) Visitor behaviour

2) Website performance

3) Conversions

To gauge the value of each of these elements, you need to identify the key performance indicators (KPIs) for your website and set specific goals to help you track relevant activity. Look at the breakdown below and think about the type of goals you could put into place to gather information on each point.

Visitor behaviour:

  • Where are your visitors are entering your site and which landing pages are getting the most visits?
  • Are visitors are leaving your website too soon?
  • How are visitors are navigating your site?
  • Are visitors making purchases/enquiries?

Website performance:

  • Which pages perform the best (and worst)?
  • Where are visitors leaving your site?
  • Are visitors being called to action and making conversions?
  • Are your pages loading fast enough?
  • Is your website connected to your social media sites?
  • Where are your visitors coming from?
  • What devices are visitors using to access your site?
  • Are your SEO and PPC campaigns performing well?
  • What keywords are customers using to find your site?

Conversions:

  • What is inciting customers to buy/sign up?
  • Where are your conversions coming from?
  • What is driving customers to your site?
  • Which pages lead to successful conversions?

In today’s business world we have an over-abundance of data and sometimes trying to deal with too much at a time can be the downfall of a company’s marketing strategy. What you really need to know is whether your visitors making purchases (hopefully, yes!) and how you can best track the KPIs of your website and the details of these conversions to make the most of future marketing efforts. You can leave the rest up to us!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Integrating PPC and Social Media

PPC social media

With social media becoming one of the most important aspects of any internet marketing campaign, it’s important to be able to integrate your social efforts into your search marketing division, including your PPC advertising campaigns. It may not be immediately obvious how the two diverse approaches can work together, but there are several ways to incorporate social media with your paid marketing strategy to drive traffic to your site, increase conversions and improve your visibility.

PPC is best used for temporary or short term campaigns and promotions, and this can tie in extremely well with social media marketing and advertising. Here are a few ways to directly use PPC and social media together:

  • Use PPC ads to direct users to your Facebook page or social media profile with a strong call to action to participate or gain some sort of benefit.
  • Raise awareness of your social presence using PPC ads.
  • Link your PPC ads to a social media promotion or competition.
  • Direct users from PPC ads to multimedia such as a promotional/instructive video on YouTube

A more indirect method of utilising PPC and social media together to further your marketing efforts is a technique called ‘remarketing’. By using social media, you can specifically target your desired audience to raise awareness of a particular product or promotion, driving large numbers of new users to your website or specific landing page. It may be that a small number of these users actually turn into customers, but you will have gained valuable exposure to your website in the meantime. With remarketing, you can reap the benefits of this increased exposure by targeting new PPC ads directly to this new audience. With AdWords you can even drill down into highly specific elements such as users who abandoned their purchase at the checkout stage, targeting these ‘almost customers’ directly, in the hope that an extra nudge will be all that is needed to turn them into true customers.

The theory is that your brand and website will be familiar to them and therefore hold more weight with regard to future purchasing decisions. There are various ways to tap into this familiarity and trust, and target your PPC advertisements to entice these users back and convert them to customers, for example:

  • Using the same image used on the original landing page your new traffic accessed
  • Echoing wording or content used on the original landing page to remind them of why they visited your site in the first place
  • Offering an additional incentive such as a discount or free shipping
  • Offering a similar product to one users have viewed or purchased
  • Offer email or newsletter subscriptions with product updates and incentives

Using social media and PPC together means bringing the best of both worlds into harmony – the brand awareness of social media and the immediate call-to-action of PPC. Use social media to drive traffic to your website and use PPC to raise awareness of your social media campaigns, then recalibrate your targeting to make the most of every marketing move you make, turning traffic into conversions and broadening your audience as you do so.

For more advice and information on PPC and social media marketing, visit Ikroh.com.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

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.

Options For Fixed Price Pay Per Click

Several companies offer fixed price Pay Per Click, is this a good deal? The simple answer is not really. The reason this does not work is that the bid price of the keyword/s are forever moving. Google and all the other search engines operate a bid price to get your words and phrases on the first page. The only way a company can offer this service is with a bundle where they club together some lower value words and phrases. They will also set a limit on the click price so they do not lose money! They would then make their money on the difference that they buy and sell the click for.

An ethical Internet marketing company that specialises in organic search and PPC will not offer this service. The reason for this is that they want your online marketing activity to be successful. Part of a successful online marketing strategy is working with the client to achieve the best results. This is why the campaign should be reviewed regularly with the clients to make sure that the clicks equal sales. Successful online marketing does not mean that you have spent all of the budget and achieved the number one spot on Google. A truly successful campaign should be judged on the conversion rate, the clicks vs enquiries. We would recommend that all companies using a PPC campaign should set up website tracking. Perhaps with a unique telephone number that records the sales calls and obviously these calls entered in the in house customer record system. The results for an e-commerce site should be shown by the company running the PPC campaign in a monthly report. The report should also show the keyword tracking.

What is involved in a PPC campaign and can I not just set one up myself?
A fully managed campaign is exactly that – fully managed. The advertising campaign needs a strategy to build visitors, so every keyword that is targeted needs to be relevant to the search, and landing pages on the site should be carefully selected or even created especially for the campaigns. Someone that lands on the page (that you have just paid for) is going to expect the page to be relevant to their search. If they cannot find the information within the page they are likely to research again, and you have lost them and wasted your hard earned money! Higher conversion rates to sales are achieved when the customer gets to find exactly what they have searched for on the page they arrive on. So bespoke landing pages may need to be created to cater for the PPC campaign.

There is a lot to think about when putting together your Pay Per Click campaign. The last thing that you want to do is lose your advertising budget on a campaign that does not generate any income. Many agencies consider a successful campaign is spending your money! We want you to see a great return on your investment. Click for more information on Pay Per Click.

Find out more about our pay per click advertising

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.