Good analysis has a goal. This week I am considering what the formula for conversion is. I figure you have three parts to a successful action: What you offer - your unique selling position. Who you offer it to - organic search, advertising, e-mail etc. How you describe the offering - the language you use and your action path. Question: What's more important to conversion: product set, traffic source or navigation? ...
In recent months I have been working with a client who had a major drop-off in organic search traffic a little over a year ago. Since then they have been trying to reclaim their lost search rankings (and the traffic that it provided). To accomplish this they have made major renovations of their site code and filed for reconsideration. Here is what the first few times they recoded looked like:...
credit: eschipul You may have a Twitter account, but you may not know how to leverage it for your business and personal branding. Given that social media continues to explode and become an important part of all marketing in any industry, as well as impacting how customers are learning about companies and researching purchases, ...
credit: Nic's Events How can you tie a behavior like researching to analytics metrics? Researching users read your content and look at your pictures—they spend time and look around. They don’t generally make contact, unless they are near a decision. Do you provide enough information that users can go from uninformed to informed in a single visit? What are the signs that you aren’t fulfilling this need? Low conversion High page views High time on-page/on-site These are only ...
credit: fotographix.ca There is a new video series brought to you by the Google Analytics people Avinash Kaushik & Nick Mihailovski. The first entry is about Advanced Segmentation and subsequent additions can be found here: google.com/analytics/ddd. Here is an excerpt from the book about turning qualitative behaviors into metrics: Let’s revisit some ...
