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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.
We recently signed up for a month long trial with Acquisio, a Pay Per Click campaign management tool that is aimed at agencies around the world. Read more
Over the life of a website you will be (if you manage it that is) presented with Server Response Codes or ‘HTTP Status Codes’ in regard to a lot of different elements of your site’s functionality and maintenance needs. Quite often these are the largely well-known codes such as 404 errors and 301′s, but there are a whole world of other response codes that you may be presented with when you work on a site.
This post takes you through some of the benefits of things that you may not have realised are possible in Google Analytics and is an introduction to future posts which will explain how to implement these suggestions. Hopefully by reading this post and some of my others, you will start to get to grips with more advanced Google Analytics functionality and get more from your data than you might currently be getting.
So, within your website’s Google Analytics account (one per domain please) you can add a large number of profiles to enable you to segment the data in different ways and gain a much better understanding of the traffic on your site. These are created by clicking ‘Add new profile’ on the right-hand side. On the majority of occasions you will be choosing to create a profile for an existing domain.
On February 16th 2013 I had the pleasure of attending the MeasureCamp London ’unconference’ (where the agenda is made up on the day) along with over 100 other web analytics enthusiasts. In this post, I’m going to share my experiences and cover some of the tips discussed on the day, with extra tips and advice added here and there.
To make the most of your Internet marketing strategy, you will undoubtedly be using some form of pay per click management. If you aren’t yet using it, pay per click is a form of online advertising that involves paying only for the number of clicks that your advert receives from web users. The most popular PPC system is Google AdWords, although there are other options such as Yahoo! Search Marketing and Microsoft adCenter. But simply gaining clicks on your advert is not enough; these clicks need to be converted into a desired outcome.
To anyone using PPC, tracking conversions is essential. A conversion in this sense happens when a user clicks a PPC advert, and that click leads directly to one of your required results. This may include buying, signing up, leaving their details or simply reading something.
Tracking these conversions is of vital importance to your business because it allows you to make better decisions about how to use your ads. It allows you to adjust and experiment with different headlines and keywords and check that ads lead to optimum conversions. It is a simple way to check your ROI (Return on Investment), make budgeting alterations and make future choices based on this data.
The tracking of a conversion is carried out by a cookie, which is automatically placed on the user’s computer when they click your Ad. In the case of Google, if the user continues from your PPC ad to one of your conversion pages, the cookie on the user’s computer web browser sends a notification back to Google. When this occurs, Google tracks this as a successful conversion.
There are several tools that Google uses to analyse your conversion rates. However, in order to set these up, a small piece of code needs to be placed on your conversion pages so that Google can monitor the conversion. Once Google’s conversion tracking software is running, it will deliver conversion reports for you automatically.
Calculating your conversion rates involves some basic mathematics. If I sell Blue Widgets, I put up a Google AdWords Ad Group and see that I have 500 sales from 5000 unique visits.
Ad Group Keywords Unique Visitors Sales
Blue Widgets1 Blue Widgets 5000 500
The calculation for conversion is simply SALES divided by VISITORS multiplied by 100 to get the rate as a percentage. If you had more than one Ad Group/Set of Keyword, you could compare their performance.
Using this calculation, you can see a direct relationship between your PPC spending and the income it generates by comparing the cost of the PPC ad clicks against profit. If you choose a PPC rate of £0.25p per click and each sale creates £250 profit, you can see that your total PPC cost is £1250, whereas your gross profit is £125,000.
Tracking your conversions is imperative, but it’s what you do with that information that counts. It’s the action that you take as a result of your conversion rate analysis that will enable you to be successful. Of course, your conversions also rely on the content of your website being valuable and relevant to the visitor.
Hopefully this article will prove useful but if you need help with your Pay per Click management, please get in touch with the team at Koozai!
As this post goes live I am presenting on Overlooked, Underloved & Unknown Analytics at SMX London 2012. I wanted to share my slides and resources as there’s a lot of information in them and I only have 12 minutes to cover it all! I’ve also set up custom reports and dashboards which are linked to here.
The opportunity for fashion retailers to appeal to consumers through ecommerce is something most can not afford to pass up, with 32% of online fashion consumers making a purchase at least once a month (Drapers). With this in mind, it is extremely important to stand out in this saturated market place and optimising your ecommerce platform for search engines is one way to do this.
In April, a new conversion column started appearing in AdWords reports and eventually the main AdWords homepage; it was called “Conversions (many-per-click)” and the old Conversion column was changed to “Conversions (1-per-click)”. This was done with no real fanfare at the time, especially considering the importance of the column. But what is “many per click” and is it better than plain old conversions?
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.
For small business websites that are not necessarily selling products or providing any sort of online service, then the most important aspect of the website will be the contact page. Finding your contact details or filling in a contact form should be an easy and straightforward process for the user.
Many websites adopt the tactic of placing a telephone number and email address at the top or side bar of every page on their website. This is a great way to provide quick access for visitors to get in touch and to reassure them that if they have any questions, you are available to chat.