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Conversion rate optimisation might be seen as a separate specialism from SEO, but it’s clear that CRO is fundamental for a truly successful SEO project. It’s all very well bringing in shed-loads of relevant traffic but if that traffic isn’t resulting in conversions and making some mulah, your client will soon be questioning the ROI you’re bringing them.
In July 2012, Google announced a new way to do remarketing which will make it much easier for advertisers to take advantage of this fantastic marketing channel. The new method for remarketing is much smarter and more powerful way, which allows you to create advanced strategies with just one piece of code.
Have you ever wondered how many visits recorded in Google Analytics for your site are actually you? If you have a website, it’s almost impossible not to use it yourself, but you don’t want to affect the traffic levels recorded. This is where you need to make sure you’re tracking internal visits to the site separately. The good news is that this can be done very easily.
There are two different ways to track internal visits; you can either track this traffic as another Medium alongside Organic, CPC, Referral and Direct, or you can create a new profile that collects all traffic data except for internal visits by excluding visits from your IP addresses. The first method shows the data very clearly under traffic sources, but could affect conversion rates as the data is still included as normal traffic throughout the profile. The second method looks more complicated to set up, but can actually be simpler in the long run and is much easier to manage if you have a lot of internal staff in one location.
Ned Poulter looks at where the line falls between UX, CRO, SEO and many other web design disciplines whilst ultimately asking how you can leverage all of these aspects as somebody working in SEO.
As marketers, we often focus on supplying prospects with in-depth information about our products and services to allow them to make an informed decision. Of course this usually contains a slight sales spin highlighting the benefits of our offerings so that an informed decision leads them to the right choice of picking our product. But is this the right approach?
Back in December last year, we started looking for a more advanced solution for tracking and analysing the calls that are generated off the back of our website. The system that we were using had served its purpose but was lacking in the functionality that we needed to take our own marketing efforts forward.
How many times have you looked at a PPC ad and thought, “Wow, that has spent an awful lot over the past two months and we have only seen two online conversions”? My guess would be that most of us have said that at some stage. What AdWords conversion tracking does not currently tell us is how many people clicked on an ad and then picked up the phone.
Introducing Infinity Tracking! This great piece of software does just that but for all traffic sources. It tracks visitors back to the referral source, individual keyword and even match type and tells you what that visitor did on your site and whether they made a phone call to you.
Ah, we have it easy these days don’t we? Smartphones, laptops, netbooks, desktops,apps, iPhones (or Android devices for those with more sense), fibre-optic broadband, video on demand, music on demand, Google Maps, social stuff 24/7…
But when I was a lad…all this were nothing but fields…or something.
SPOILER ALERT – Bruce Willis is a ghost. Actually, I knew some people that when Sixth Sense came out on video, went into Blockbuster and put stickers on the back of every copy, a move that was simultaneously comedy genius yet cruel. But I digress, as usual.
Let me try again.
Installing Google Analytics tracking code on your site is not the sign of a mission accomplished, it’s the start of a journey into unravelling the data behind your site. From here you can work out how to improve it to increase the return from your site.
One simple way to make Google Analytics easy to use, in order to get the best data for what you need, is to set up a few custom reports with the data that you want. These can then be set up to show on dashboards when you log-in, so that all your key numbers are easily accessible and actionable.
Landing page testing and optimisation has really started to pick up over the past six months and with more and more advertisers conducting tests, the more difficult it becomes for those of you who are not.
If three of your main competitors are frequently conducting tests, they will be collating extremely valuable data on how visitors react to their web page design.