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.

The Whys, Whats and Hows of Social Media Monitoring

social media monitoring

social media monitoring

There’s no point spending valuable marketing time on social media if you don’t have the monitoring in place to track specific metrics and results of your campaigns. After all, don’t you want to know how social media is improving your business? I know our clients do! Setting up even the simplest social monitoring allows you to see how social media works within your company’s digital marketing strategy and how you can tailor and streamline your approach to make it even more effective. There’s more to social media monitoring than we can fit in a bitesize blog post but for now here are a few answers about why you should implement a monitoring system, what you should be monitoring, and how to go about it:

Why Monitor Your Company’s Social Media Marketing?

By looking at your social media audience and their interaction with your brand, you can:

  • Identify what separates an active audience from a passive one
  • Gauge the sentiment towards your business
  • Respond quickly to customer enquiries and complaints
  • Measure the reach and impact of your company’s social activity
  • Keep on top of trends and patterns
  • Increase brand awareness and boost online visibility
  • Find out how to acquire new customers, retain existing customers and convert the ambivalent
  • Track social referrals to your site
  • Compare competitor activity
  • Work out how social can complement your overall digital marketing, including SEO and PPC 

What Should I be Monitoring within Social Media?

  • Popular subjects and trends
  • Posts that create interactions and conversions
  • Which social channels are the most active for your audience
  • When beneficial social interactions take place
  • Whether the sentiment towards your brand is positive or negative
  • Who the key influencers are within your demographic
  • What impact social interaction has on your website traffic and sales

How do I Implement Social Media Monitoring into my Marketing Strategy?

  • By identify key performance indicators and goals for each campaign
  • By setting up tracking for individual metrics relating to these goals and KPIs
  • By targeting relevant and influential social users
  • By creating engaging and sharable content
  • By using a variety of formats (including multimedia, questions and promotions) to encourage activity and social sharing
  • By adapting and adjusting campaigns according to performance
  • By incorporating plug ins, third part apps and built-in analytics tools to build a comprehensive picture of your social marketing performance
  • By analysing your data to discover the most efficient way of reaching and engaging your audience

If you’re unsure how to go about any of the points in this post, feel free to get in touch with us at Ikroh.com for help with your social media marketing strategy, or make use of the many free and affordable social monitoring tools and systems available. One of the most important aspects of social media monitoring, in our opinion, is to get your analytics and metric tracking set up before you embark on a major campaign so you are able to track every element from start to finish. Whoever says “you can’t quantify social media” is really saying, “I don’t know how to monitor my social media activity” so don’t be afraid of getting your hands dirty, delving into the world of metrics and analytics and learning a little bit more about monitoring your social media marketing…

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Two Thirds of Businesses Plan on Increasing Digital Technology Budgets for 2013

digital marketing Milton Keynes

Is your business taking advantage of digital marketing technology to boost sales and increase online visibility? According to a recent report on marketing budgets that looked at over 800 companies, mostly from the UK, 71% of businesses plan to increase spending on digital marketing technology during 2013. Just 3% went the opposite way and said that they would be decreasing their digital technology budgets this year.

The main areas for investment were in analytics and content management systems, social media management systems, email platforms and paid search advertising management. All these elements make up a solid core for a modern digital marketing strategy, and it’s exciting to see that businesses are acknowledging the importance of a coherent and professional approach to online marketing.

Web analytics, business analytics, and CRM systems are essential for the management and collating of data, including social media data, and help businesses to formulate new marketing strategies and adapt existing ones to optimise their success. Social media, email marketing and PPC are all valuable additions to digital marketing strategies and require professional management in order to perform beneficially. In view of this, over half of respondents said that they intended to take on new digital marketing staff, though data from other agencies suggest that this number is realistically more like 75%.

If your company is in need of a digital marketing boost this year, IKROH can help. We offer professional search marketing, social media management and a range of other marketing options to help your business boom online. Get in touch to discuss your needs and let us create a bespoke service just for you.

digital marketing Milton Keynes

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.

Website Optimizer Security Issue

We received this email today from Google Website Optimizer and thought we’d give a shout out in case anyone missed this information:

We are writing to inform you of a potential security issue with Website Optimizer. By exploiting a vulnerability in the Website Optimizer Control Script, an attacker might be able to execute malicious code on your site using a Cross-Site Scripting (XSS) attack. This attack can only take place if a website or browser has already been compromised by a separate attack. While the immediate probability of this attack is low, we urge you to take action to protect your site.

We have fixed the bug, and all new experiments are not susceptible. However, any experiments you are currently running need to be updated to fix the bug on your site. Additionally, if you have any Website Optimizer scripts from paused or stopped experiments created before December 3, 2010, you will need to remove or update that code as well.

There are two ways to update your code. You can either stop current experiments, remove the old scripts, and create a new experiment, or you can update the code on your site directly. We strongly recommend creating a new experiment as it is the simpler method.

Creating a New Experiment

1.        Stop any currently running Website Optimizer experiments

2.        Remove all the Website Optimizer scripts from your site

3.        Create a new experiment as normal. New experiments are not vulnerable.

Updating the Website Optimizer Control Script Directly

1.        Locate the Control Script on your site. It looks like this:

A/B Test Control Script

<!– Google Website Optimizer Control Script –>

<script>

function utmx_section(){}function utmx(){}

(function(){var k=’XXXXXXXXXX’,d=document,l=d.location,c=d.cookie;function f(n){

if(c){var i=c.indexOf(n+’=’);if(i>-1){var j=c.indexOf(‘;’,i);return c.substring(i+n.

length+1,j d.write(‘<sc’+’ript src=”‘+

‘http’+(l.protocol==’https:’?’s://ssl’:’://www’)+’.google-analytics.com’

+’/siteopt.js?v=1&utmxkey=’+k+’&utmx=’+(x?x:”)+’&utmxx=’+(xx?xx:”)+’&utmxtime=’

+new Date().valueOf()+(h?’&utmxhash=’+escape(h.substr(1)):”)+

‘” charset=”utf-8″></sc’+’ript>’)})();

</script><script>utmx(“url”,’A/B’);</script>

<!– End of Google Website Optimizer Control Script –>

Multivariate Test Control Script

<!– Google Website Optimizer Control Script –>

<script>

function utmx_section(){}function utmx(){}

(function(){var k=’XXXXXXXXXX’,d=document,l=d.location,c=d.cookie;function f(n){

if(c){var i=c.indexOf(n+’=’);if(i>-1){var j=c.indexOf(‘;’,i);return c.substring(i+n.

length+1,j<0?c.length:j)}}}var x=f(‘__utmx’),xx=f(‘__utmxx’),h=l.hash;

d.write(‘<sc’+’ript src=”‘+

‘http’+(l.protocol==’https:’?’s://ssl’:’://www’)+’.google-analytics.com’

+’/siteopt.js?v=1&utmxkey=’+k+’&utmx=’+(x?x:”)+’&utmxx=’+(xx?xx:”)+’&utmxtime=’

+new Date().valueOf()+(h?’&utmxhash=’+escape(h.substr(1)):”)+

‘” charset=”utf-8″></sc’+’ript>’)})();

</script>

<!– End of Google Website Optimizer Control Script –>

 2.        Locate the following in the Control Script: return c.substring(…

 3.        Modify the following line as shown:

BEFORE: return c.substring(i+n.length+1,j

FIXED: return escape(c.substring(i+n.length+1,j)

Make sure to include the final closing parenthesis “)”

 Fixed A/B Control Script

<!– Google Website Optimizer Control Script –>

<script>

function utmx_section(){}function utmx(){} (function(){var k=’XXXXXXXXXX’,d=document,l=d.location,c=d.cookie;function f(n){ if(c){var i=c.indexOf(n+’=’);if(i>-1){var j=c.indexOf(‘;’,i);

return escape(c.substring(i+n.length+1,j}}}

var x=f(‘__utmx’),xx=f(‘__utmxx’),h=l.hash; d.write(‘<sc’+’ript src=”‘+

‘http’+(l.protocol==’https:’?’s://ssl’:’://www’)+’.google-analytics.com’

+’/siteopt.js?v=1&utmxkey=’+k+’&utmx=’+(x?x:”)+’&utmxx=’+(xx?xx:”)+’&utmxtime=’

+new Date().valueOf()+(h?’&utmxhash=’+escape(h.substr(1)):”)+

‘” charset=”utf-8″></sc’+’ript>’)})();

</script><script>utmx(“url”,’A/B’);

</script>

<!– End of Google Website Optimizer Control Script –>

Fixed Multivariate Control Script

<!– Google Website Optimizer Control Script –>

<script>

function utmx_section(){}function utmx(){}

(function(){var k=’XXXXXXXXXX’,d=document,l=d.location,c=d.cookie;function f(n){

if(c){var i=c.indexOf(n+’=’);if(i>-1){var j=c.indexOf(‘;’,i);

return escape(c.substring(i+n.length+1,j}}}

var x=f(‘__utmx’),xx=f(‘__utmxx’),h=l.hash; d.write(‘<sc’+’ript src=”‘+

‘http’+(l.protocol==’https:’?’s://ssl’:’://www’)+’.google-analytics.com’

+’/siteopt.js?v=1&utmxkey=’+k+’&utmx=’+(x?x:”)+’&utmxx=’+(xx?xx:”)+’&utmxtime=’

+new Date().valueOf()+(h?’&utmxhash=’+escape(h.substr(1)):”)+

‘” charset=”utf-8″></sc’+’ript>’)})();

</script>

<!– End of Google Website Optimizer Control Script –>

Note that the k=XXXXXXXXX line in the above Control Script examples is a placeholder.

Your experiment will continue as normal after you’ve made this update. There’s no need to pause or restart the experiment.”

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.