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Today was day two of the Conversion Conference in London and it was another excellent line-up with great tips on user testing and gaining every last bit of value from a website. I’ve compiled my favourite take-aways below and it’s another epic list that shows the wealth of great advice on show.
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.
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.
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.
Your site exists to serve a purpose and that will be to convert visitors in some form or another. With an in depth knowledge of your company’s user base and working knowledge of some very handy functionality within Google Analytics, you can get closer to the type of activity that resonates with your audience in order to do make them complete more key actions.
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.
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.
When looking at the Traffic Report in Google Analytics once an email campaign has been sent it can be hard to get a good understanding of how much traffic came to the site and how these visitors interacted and converted.
Unfortunately, Google can’t track this automatically for you as there are so many email providers but luckily it’s nice and easy to implement tracking yourself so that you can see exactly how many visits were generated from each email campaign and how these visitors interacted with your site.
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.
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?