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Without doubt, the Internet is a great place to be for anyone looking to sell products or services online.
Buying online is now very firmly in the mainstream and there are many businesses operating profitably online. Some of these have taken care of their own search engine marketing, whilst others have elected to use a specialist agency such as Koozai.
Whichever direction a business takes, it is vital that they recognise the marketing of their website is just one part of a complex model. With Search Engine Optimisation (SEO), you can improve your online visibility in the natural search results and using Pay per Click (PPC), you can complement SEO by having your adverts shown when users perform a search.
Both of these are proven methods to drive more targeted visitors to a site and we at Koozai have helped many businesses to achieve more from their online marketing. However, Search Engine Marketing is certainly not the ‘be all and end all’ of running a successful business online.
Of course, the site itself has to perform well and engage with visitors in a positive fashion. There are many clues Webmasters can get from their log files and other reporting mechanisms. Google Analytics will show a Bounce Rate, this being a percentage of people that exit a site immediately. If your Bounce Rate (What Does Bounce Rate Mean?) is high, e.g. over 50%, for a page, then you need to understand why. Some suggestions could be:
1. Your pricing is not competitive (Tip – take a sampling of your products and compare with other online suppliers)
2. Your site design or navigation is poor (Tip – try usertesting.com for independent reviews)
3. Your payment processes are restrictive. (Tip – Provide as many methods as possible and don’t just rely on PayPal or Google Checkout)
Obviously, one of the advantages of the Internet for shoppers is the fact that they can visit a range of suppliers in minutes and carry out their own comparisons very quickly. For this reason, you need to ensure that your site is optimised for making online sales, not just receiving visitors (Tip – buy ‘Don’t Make Me Think‘ by Steve Krug. Also, whilst you’re buying it from Amazon, think about your own purchasing experience and how it compares to your own site)
It is vital that you review your analytics data and overall site performance. Just throwing money at Search Engine Marketing whilst ignoring the type of issues highlighted above is just not very sensible.
Lifebuoy via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.