Archive for the ‘Analytics’ Category



How To Increase Sales Online and Still Cut Marketing Costs

Posted June 2nd, 2010 by Stephen Harvey-Franklin in Advertising, Analytics, Google, Online Marketing, Search Engine Optimisation

Cut Your Marketing and Make More Sales Online

Isn’t it about time you started managing your website like your sales people? Everyone knows if you can’t measure it you can’t manage it. Although most companies now have a website, very few company Directors get any viable and actionable information on their website, worst still many Sales & Marketing Managers don’t value their website like their sales and marketing teams.

In an economic environment where value for money is important; where everyone needs sales and new accounts and where there is extreme pressure on costs, “it is a relatively easy win for companies to make more out of their websites” says Steve Harvey-Franklin Internet Consultant with WSI, “most senior executives and marketers should seek training on at least the basics of Internet Marketing such as Search Marketing, Web Analytics and Social Media, so that they can understand the jargon, realise what hidden profits they could be tapping into and better manage their own web marketing agency.”

So what are the key steps to make more out of your internet marketing budget?

  1. Start Measuring. Google Analytics is excellent for most sizes of business; use analytics to measure key statistics on a regular basis.
  2. Set Goals and Targets. Identify the website behaviour that you want to encourage

Goals may include:

  • Sales
  • Leads
  • Brochure Downloads
  • Contact Requests
  • Time on Site
  • Specific Page Paths

Ie anything that you consider valuable economically or to your brand

Targets may include: Increasing Sales or Leads. This may be additionally broken down to include:

  • Increasing Conversion rates
  • Decreasing Bounce rates on a page
  • Increasing visitors to the Basket
  • Decreasing Basket Drop out
  1. Set up a simple 1 page report of the vital information that you need either daily, weekly or monthly, depending on the intensity, importance  and volatility of your traffic and  goals.
  2. Make the targets measurable and quantifiable

As your system gathers data, you can then start to hone in and ask very specific questions to determine what is making you money and what is losing you money, then your marketing investment decisions become very easy.

For Example:

Question Metric
Who visited this page? Number of unique visitors
Where did they come from? Referring site, organic search, PPC Advert, Social Media Influence
Should I be iphone Friendly? Number of Mobile Device Visitors, & their Bounce / Conversion Rate
What are My best keywords? Conversion rate on specific keywords
What are best / worst pages? Time on Page, Number of page Visits
Is Optimisation working (SEO)? Number of organic keywords found on
Is Social Media Working? Conversion rate from Social Media websites

Once you can focus on a specific section of the site that is driving the most interest, the marketing campaign can be fine tuned or even reduced, by focussing on what is successful or by refining what is not successful. For example,  on the same Keyword :

  • Establish the best format for your advert by running 2 adverts with identical headers but different text bodies. Then reverse the test keep the best advert  body  and testing the heading. Using your analytics see which advert works best over time.
  • Establish the best page layout and images for your adverts to land on, again in a controlled way varying elements of your web page, possibly running them side by side over time, to eliminate seasonal factors.

This process is known as split testing or multi variant testing

Steve Harvey-Franklin commented that he has seen “remarkable results for our customers by testing and varying significant elements on page. If we can move a client’s conversion rate from 1% to 1.5% their sales are actually increasing by 50%, who wouldn’t be interested in increasing their sales by such volumes?”

Google Landing Page Analysis

Google Landing Page Analysis

In tests that Google performed, they increased their own sign up conversion rate by 56% by testing and making 4 relatively simple changes. In the image above. The page on the right outperformed the page on the left by 56%.

Mike Smith from Ripley Training who runs courses on Internet Marketing and Web Analytics commented that “the need for this level of knowledge, and the results that our courses can drive are switching senior executives onto our new Internet Marketing Courses…….  where we educate them to improve their return on internet investment ”

Most businesses today do not take advantage of how important it is to test regularly. The key for any business wanting to achieve online success is knowing how to communicate to your target audience and knowing that all parties do not act on the same principles. This also allows you to figure out your online ad spend in an effective manner. The average online conversion today is between 1% and 2%, which means that a large portion of ad budgets is not being used effectively.

The key is really to keep the testing simple and uncomplicated and once you have established your benchmarks then you can start the process to target, measure and refine. This can be a simple process or a more complicated one but the key is simply testing, testing and more testing of the right things and you will increase your online conversion.

Steve Harvey-Franklin is an Internet Marketing Consultant
at WSI Yorkshire, the Huddersfield Based Digital Agency

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What is bounce rate? Why is bounce rate important?

Posted February 19th, 2010 by John Callaghan in Analytics, Online Marketing

What is bounce rate?

The definition of bounce rate is the percentage of visitors to a site who leave the site without viewing any more pages. (more…)

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Ecommerce Web Design. Call to Action and Conversion Rates.

Posted January 25th, 2010 by John Callaghan in Analytics, Online Marketing

New tools and techniques available for Ecommerce web design optimisation have made it possible to incrementally improve performance and ascertain the most effective methods of internet marketing. In the past, the return on investment from Ecommerce websites has been difficult to track and monitor, and therefore difficult to improve. This has held back the online success of many businesses as their financial controllers have been rightfully conservative about investing in activities with an unknown return on investment.

(more…)

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Internet Marketing 2010: Real Time Search, Social Media and Conversion Rates

Posted January 12th, 2010 by John Callaghan in Analytics, Link Building, Online Marketing, Search Engine Optimisation, Social Media Marketing

Internet marketing has seen some big changes in 2009 and it’s fair to say we can expect more of the same in 2010. Social media strengthened it’s grip on search with real-time results from sources such as twitter hitting the SERPs for the first time as Google continue to not only deliver relevant results but also up-to the minute information of news events.

Many online marketers will still remember when world wide awareness of the earthquake in China in 2008 was dispersed through Twitter and social media sites long before the major news channels ran with the story. Even Google was left behind as it’s major source of current events, new websites, failed to deliver articles in time.

(more…)

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Google Introduces Enhanced Goals in Analytics

Posted October 23rd, 2009 by Chris Mann in Analytics, Online Marketing

It has been a popular criticism of Google Analytics for some time now that it didn’t allow the creation of more than 4 separate conversion goals. All that changes today with the introduction of a range of new goal functionality.

Google Analytics now allows for the creation of up to 20 Goals per profile. In addition to expanding the number of goals available, Google has also expanded the types of goals available, to include ‘threshold’ goals for time on site per visit and pageviews per visit.

Tracking goals/conversions is a key performance indicator which can provide highly valuable data enabling you’re website to reach its fullest potential. If you are not currently tracking goals, you should start today!

Goal Sets

Google Analytics now allows goals to be organised into 4 sets. Each set containing up to 5 different goals. These sets introduce a new way for the additional goal data to be accommodated within the Google Analytics Reports.

Goal Types

Previously a goal was typically defined as a pageview that resulted from the completion of a valued action on a website. For example the checkout completion page following a successful online sale. Now goals can be based on actions which do not relate to the viewing of a page. Goals can now be based on how much time a visitor spends on the site or how many pages the visitor visits.

i) Time Based Goals
Time based conversions are triggered after a visitor has spent a certain amount of time on a website. A goal can now be configured to register a conversion when a user has spent a specified amount of time on a website. Interestingly time based goals can now also be configured to register conversions if a user leaves a site before a certain amount of time. This can be useful if you wish to set a goal up as a failure metric.

ii) Pageview Based Goals
Another new goal type is pageviews per visit. In a similar fashion to time based goals, a conversion is triggered when a visit exceeds a certain number of pages. Like time based views, pageview based goals can also be triggered by virtual pageviews.

iii) URL Destination Goals
Traditional goals have been renamed URL destination goals. These goals can still be constructed using regular expressions, head match or exact match to identify a page that represents a particular conversion. Now with the availability of up to 20 goals you can easily measure all of those micro conversions (RSS subscription, email signup, reaching a product page, downloading white paper… etc, etc, etc). And yes, you can still use a virtual pageview as a URL Destination goal.

Funnels

Google has spent some time updating the funnels interface. Funnels are still limited to 10 steps. The big question is, do we still need funnels now we have the ability to setup up to 20 goals. The answer is unquestionably yes! Funnels provide a nice visualisation of critical processes and in particular abandonment rate.

Summary

If in the past you have been tracking lots of goals through different profiles, you may want to consider consolidating these goals into one profile. The benefit is you can have all your conversions in one interface allowing much easier analysis.

A key point to remember is visitors can only convert at each goal level once per visit. This is the way it has always been and is likely to remain.

Creating new goals will not modify your historical data, only future data. So all newly created goals will only track future traffic!

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Google Analytics Qualified Professionals!

Posted October 20th, 2009 by Stephen Harvey-Franklin in Analytics, WSI Company News

In today’s challenging economic climate, data-driven marketing and website decision making is becoming an increasingly important aspect.  Google has recognised the importance of this trend with the recent introduction of its Analytics Individual Qualification (GAIQ).  The GAIQ course covers web analytics techniques and Google Analytics implementation, administration, and analysis tools.

Today we are pleased to announce and congratulate the success of one of our Internet Marketing Consultants – Chris Mann for attaining this highly regarded and recognised professional qualification.  Chris becomes one of the very first web professionals in the country to gain the new qualification.

The new qualification will allow WSI Yorkshire to further enhance its web analytics services, training offerings and mentoring services.  The Google Analytics Individual Qualification compliments our existing status as a Google Adwords Qualified Company.

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New Wolfram Alpha Engine

Posted May 18th, 2009 by Stephen Harvey-Franklin in Analytics

Try New Search Engine or Knowledge Base for computable Knowledge

http://www.wolframalpha.com

I think they are struggling with the server loads, but the idea looks good. (may need to shorten their name so they don’t sound like a Doctor Who nemesis.

Here’s what they have to say about them selves

Goals
Wolfram|Alpha’s long-term goal is to make all systematic knowledge immediately computable and accessible to everyone. We aim to collect and curate all objective data; implement every known model, method, and algorithm; and make it possible to compute whatever can be computed about anything. Our goal is to build on the achievements of science and other systematizations of knowledge to provide a single source that can be relied on by everyone for definitive answers to factual queries.

Wolfram|Alpha aims to bring expert-level knowledge and capabilities to the broadest possible range of people—spanning all professions and education levels. Our goal is to accept completely free-form input, and to serve as a knowledge engine that generates powerful results and presents them with maximum clarity.

Wolfram|Alpha is an ambitious, long-term intellectual endeavor that we intend will deliver increasing capabilities over the years and decades to come. With a world-class team and participation from top outside experts in countless fields, our goal is to create something that will stand as a major milestone of 21st century intellectual achievement.

Status
That it should be possible to build Wolfram|Alpha as it exists today in the first decade of the 21st century was far from obvious. And yet there is much more to come.

As of now, Wolfram|Alpha contains 10+ trillion of pieces of data, 50,000+ types of algorithms and models, and linguistic capabilities for 1000+ domains. Built with Mathematica—which is itself the result of more than 20 years of development at Wolfram Research—Wolfram|Alpha’s core code base now exceeds 5 million lines of symbolic Mathematica code. Running on supercomputer-class compute clusters, Wolfram|Alpha makes extensive use of the latest generation of web and parallel computing technologies, including webMathematica and gridMathematica.

Wolfram|Alpha’s knowledge base and capabilities already span a great many domains, and its underlying framework has the power and flexibility to support ready extension to essentially any domain that is based on systematic knowledge. More »

The universe of potentially computable knowledge is, however, almost endless, and in creating Wolfram|Alpha as it is today, we needed to start somewhere. Our approach so far has been to emphasize domains where computation has traditionally had a more significant role. As we have developed Wolfram|Alpha, we have in effect been systematically covering the content areas of reference libraries and handbooks. In going forward, we plan broader and deeper coverage, both of traditionally scientific, technical, economic, and otherwise quantitative knowledge, and of more everyday, popular, and cultural knowledge.

Wolfram|Alpha’s ability to understand free-form input is based on algorithms that are informed by our analysis of linguistic usage in large volumes of material on the web and elsewhere. As the usage of Wolfram|Alpha grows, we will capture a whole new level of linguistic data, which will allow us to greatly enhance Wolfram|Alpha’s linguistic capabilities.

Today’s Wolfram|Alpha is just the beginning. We have ambitious plans, for data, for computation, for linguistics, for presentation, and more. As we go forward, we’ll be discussing what we’re doing on the Wolfram|Alpha Blog, and we encourage suggestions and participation, especially through the Wolfram|Alpha Community.

Less »

Future
Wolfram|Alpha, as it exists today, is just the beginning. We have both short- and long-term plans to dramatically expand all aspects of Wolfram|Alpha, broadening and deepening our data, our computation, our linguistics, our presentation, and more.

Wolfram|Alpha is built on solid foundations. And as we go forward, we see more and more that can be made computable using the basic paradigms of Wolfram|Alpha—and a faster and faster path for development as we leverage the broad capabilities already in place.

Wolfram|Alpha was made possible in part by the achievements of Mathematica and A New Kind of Science (NKS). In their different ways, both of these point to far-reaching future opportunities for Wolfram|Alpha—whether a radically new kind of programming or the systematic automation of invention and discovery.

Wolfram|Alpha is being introduced first in the form of the wolframalpha.com website. But Wolfram|Alpha is really a technology and a platform that can be used and presented in many different ways. Among short-term plans are developer APIs, professional and corporate versions, custom versions for internal data, connections with other forms of content, and deployment on emerging mobile and other platforms.

History & Background
The quest to make knowledge computable has a long and distinguished history. Indeed, when computers were first imagined, it was almost taken for granted that they would eventually have the kinds of question-answering capabilities that we now begin to see in Wolfram|Alpha.

What has now made Wolfram|Alpha possible today is a somewhat unique set of circumstances—and the singular vision of Stephen Wolfram.

For the first time in history, we have computers that are powerful enough to support the capabilities of Wolfram|Alpha, and we have the web as a broad-based means of delivery. But this technology alone was not enough to make Wolfram|Alpha possible.

What was needed were also two developments that have been driven by Stephen Wolfram over the course of nearly 30 years. More »

The first was Mathematica—the system in which all of Wolfram|Alpha is implemented. Mathematica has three crucial roles in Wolfram|Alpha. First, its very general symbolic language provides the framework in which all the diverse knowledge of Wolfram|Alpha is represented, and all its capabilities are implemented. Second, Mathematica’s vast web of built-in algorithms provides the computational foundation that makes it even conceivably practical to implement the methods and models of so many fields. And finally, the strength of Mathematica as a software engineering and deployment platform makes it possible to take the technical achievements of Wolfram|Alpha and deliver them broadly and robustly.

Beyond Mathematica, another key to Wolfram|Alpha was NKS. Many specific ideas from NKS—particularly related to algorithms discovered by exploring the computational universe—are used in the implementation of Wolfram|Alpha. But still more important is that the very paradigm of NKS was crucial in imagining that Wolfram|Alpha might be possible.

Wolfram|Alpha represents a substantial technical and intellectual achievement. But to build it required not just unique technology and ideas, but also the experience of 20 years of long-term R&D and ongoing development of robust technology at Wolfram Research. Wolfram|Alpha’s world-class team draws from many fields and disciplines, and has unique access to experts across the globe. But what ultimately made Wolfram|Alpha possible was a singular commitment to the goal of making all the world’s systematic knowledge computable

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Taking PPC Marketing to a Higher Level

Posted October 29th, 2008 by WSI Yorkshire in Advertising, Analytics, Bing, Google, Google Adwords, Online Marketing, Yahoo

Managed correctly, Pay Per Click (PPC) campaigns are an extremely effective way for small businesses to market their business online. PPC advertising is an attractive marketing medium, as a charge is only applied when your ad is clicked on and visitors are directed to your website.

Unlike most standard forms of advertising, PPC search-engine marketing enables you to target potential customers who are looking specifically for your service. If done right, a PPC campaign can pay for itself many times over.<!–more–>

Sharpening the PPC Saw
Pay Per Click is now a fundamental part of the online marketing mix of many SMEs. This doesn’t mean the paid search arena is saturated, or that many of these companies achieve a maximum return on their investment.

The PPC market place is huge, and provides ample opportunity for advertisers of all sizes; and just because your top key terms are beyond your budget doesn’t mean you cannot have a successful, cost- effective PPC campaign. Here are four tips for taking your paid search marketing activities to the next level.

1. Plan Your Campaign
The straightforward tools for setting up a paid search advertising campaign make it easy to get started. But taking your time with a more planned approach will allow you to apply tools that will optimise the effectiveness of your campaigns.

A well-prepared campaign will include the following elements:

  • Keyword research
  • Organising the selected keywords into ad groups
  • Preparing creative, targeted ad copy
  • Tailored landing pages that relate to your ads
  • Tracking
  • Analysis

While you can be up and running with your ad campaign in minutes, you will achieve the best return on your investment by working through these important managed steps.

2. Pre-qualify Your Visitors
One of PPC marketing’s strengths is the ability to pre-qualify those who click on your ads: Craft a well-worded ad to include your keywords and some details about your product. Done well, this will deter the ‘tyre kickers’ and encourage those who are ready to buy.

You may also consider offering a free download, White Paper, email course or webinar as an incentive for clicking on your ad. This will capture contact data from a high percentage of those clicking on your ads.

3. Boosting Your Budget
Bidding to have your ad positioned at the top of the search results is not always the best strategy. More traffic often comes from the second, third or even fourth position, which will save you a significant amount of money.

You can also make your budget go a little further by setting up conversion tracking. This not only allows you to identify what keywords are working best for you, but also demonstrates to the search engine that your content is relevant. This can result in your ads benefiting from better positioning without increasing your bid amount.

4. Don’t Suffer from Analysis Paralysis
Web advertising provides excellent visitor activity tracking, allowing you to achieve a greater return on your PPC advertising investment by identifying what is working and what needs tweaking.

Be careful, though, the wealth of website data can be overwhelming, especially if you are not well versed in the technology, tools and terminology of PPC marketing. The key is being able to hone in on the important stats, and then understand how to interpret them.

If you would like more help implementing successful PPC marketing campaigns, please call us on 01484 690430.

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