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Analytics Blog Post Archives

Analytics Category

Web Marketing Isn’t Won on Feelings, So Drop the ‘Tude

Web Marketing Emotions

Every business owner is invested in the success of his business and therefore, by extension, the success of their web marketing campaign. But quite often those business owners focus on all the wrong things. There may be a thrill in having a top search rankings for your keywords, there is just as often a far less joyous feeling when those rankings fail to materialize.

That emotional feeling of success or failure should never replace actual data. Because, it may just be a feeling and nothing more.

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Don’t Panic: It’s Just a Glitch

 

real-time website data

The fact that we have access to so much website data is great. In fact, much of the data we can get is very close to real-time. How cool is that?

Well, sometimes it isn’t so cool at all, because web marketing isn’t won by looking at the day-to-day data so much as it’s won by looking at overall trends. Over the course of any marketing campaign, there will be mountain tops and valleys. Rankings fluctuate, traffic is volatile, and sales bound around on a day-to-day basis.

A daily understanding of what is going on is important to pinpoint problems, but not everything that you see day to day can show you the truth of the campaign. Sometimes, change is just temporary.

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2 Reasons Analytics is NOT Optional for Digital Marketing Success

why google analytics is important

It’s often difficult to get clients to invest in Analytics. From an overall strategy perspective, analytics does little to increase your web presence or website performance. But that doesn’t mean it’s not valuable.

Analytics fulfills two basic roles:

  1. To measure the success or failure of your web marketing efforts.
  2. Uncover issues that will provide the basis of further strategy.

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Is Your Landing Page a Big, Fat DUD? Google Analytics Can Tell You!

landing page analytics

You’ve put a lot of time and effort into optimizing a page — from researching keywords to optimizing the on-page elements of your title tag, meta description, alt tags and body content. But are you seeing your work pay off in increased search performance? If you have Google Analytics set up, there’s data to answer that question. I’m going to help you find and evaluate these metrics, then determine if there are other tweaks you can make to perform even better in search.

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Stop, Look and Listen: Let Web Marketing Data Tell the Story You Need to Hear

web marketing data

Stop: Everything Needs an Assessment Period

There are very few things in this world that don’t benefit from a good rest. Most of nature takes the winter off, farmland often has to have crops rotated, machinery and electronics tend to overheat if always left on, and even tablets need a good reboot from time to time. Your web marketing campaign is no different.

After working hard on your website’s marketing campaigns, every once in a while you need to take a step back and assess your progress, adjust course and set new goals for the future. You don’t necessarily have to bring your entire campaign to a halt, but you do need to take some time, look at your web marketing data and see what story it’s telling.

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The Value of the Visitor Metric

visitor metricIf you sell a product or service, tracking visits and visitors to your site has very little overall value as an independent metric. Where tracking visits does become valuable is in conjunction with other metrics.

Traffic metrics themselves can be easily manipulated. And many web marketers actually engage in practices that are designed to drive up visitor hits to the site without any consideration as to whether those visitors are the site’s target audience. For many, this is just old-fashioned SEO. Their job is to get rankings (and traffic), but it’s up to the business to convert that traffic into customers.

Unfortunately, this is an outdated SEO philosophy, and one that provides little value to the customer.

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Conversions: The Analytics Goldmine

analytics goldmine

So how to you know if your optimization efforts are paying off? Sure, you can look at rankings, but that only tells you if you’re ranked. You can assume from that you’re getting traffic (which can be a dangerous assumption), but still, that doesn’t tell you much about the value of the optimization efforts.

Unless you look at analyics, (beyond traffic data), you’ll never know if optimization is providing true value. I’m not discounting the traffic data by any means. In fact a good pre- and post-optimization snapshot of your traffic can provide immense value. But beyond there, you want to see how the page actually performs with your visitors.

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The Only 2 Things You Need To Do Right To Have A Great Website

Two things you need to do to have a great website

There are only two things you need to get right to have a great website. The first is – meet your users’ expectations. When they arrive on your site, are they content they’ve arrived at a place that’s going to meet their needs, or are they not quite sure? Do you have exactly what they came to the site for, or do they need to look somewhere else?

The second is – make it easy to use. When they go to use your site, do certain elements confuse them and leave questions in their heads? Do they ever get frustrated? Or do they find it easy and time-efficient to complete whatever tasks they came to the site to complete?

Meet users’ expectations. Make it easy to use. Do those two things well and you’ll have a great website. Do them not so well, and your business will suffer the consequences.

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Awesomize Google Analytics (Part III) – Filter Your Data

 

Setting up Google Analytics filters

Welcome to Part III of awesomizing your Google Analytics account!  If you haven’t already, make sure you go back and check out Part I and Part II  before implementing what’s in this post.  It will save you some trouble because awesomization (awesome + customization) is a process.  But once you have a great account structure and you’re collecting valuable data that’s specific to your website, you’ll want to filter out some data that comes into your reports after you install the standard global analytics tracking code.

SifterThe tracking code isn’t partial. It just does what it does.  Therefore, it’s going to collect all of the data it can when it fires — whether you want all of it or not.  Chances are, you don’t want all of it, so it’s good to have what you don’t want taken out of your reports so you don’t come to false conclusions regarding what you observe.  This will happen if you’re unaware that your data was polluted by something you didn’t want there.

Here are some popular types of data that many businesses want filtered out of their Google Analytics accounts (or specific views within their accounts).  Read through them and consider what might be appropriate specifically for you.

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