We often get asked, with so many reports and KPI’s in Google Analytics, what are the most important ones to review and track? Great question. We like to break it down into four questions:
- Where did people come to your site from?
- What page did they land on?
- What did they do after that?
- And what conversion goals were completed during their session?
We’ll look at reports to get to an answer for each question here, but first it’s helpful to recall exactly what Google Analytics can study and what it can’t. In a nutshell, we can see WHAT people did and WHERE they came from… but not WHY. Why people bounced or stayed and took a step closer to becoming a customer goes to questions of behavior and you need to hear direct from your clients and prospects to get to those answers. (more…)
A 670% split test win producing that much “lift” — in this case more leads — is pretty good, so I wanted to tell you about how we achieved this for a client this Summer. Split testing is part of smart Conversion Rate optimization (CRO) and so a key to the R.A.C.E. strategic marketing framework we use (the “C” stands for Convert).
I’ll begin by summarizing some key takeaways:
- Always be testing. Why? It is the single best digital marketing tactic for ROI, especially used in a smart sales funnel strategy. EVERY business can use this, B2B and B2C.
- Test everything from ads to landing page to emails… and in this case — popups.
- It doesn’t have to be a major design change you test — after hundreds of tests per year, we often find, as in this case” that a headline persuasion focus can make all the difference.
- Think persuasion psychology when writing headlines.
- Emails addresses are still gold — always deploy incentives your prospects want in order to get them.
- Use a tool that calculates how much data you need related to visitor traffic before you have a valid test. We’ll review one below.
- Always be testing and practicing the science and art of CRO — Conversion Rate Optimization.
If you’ve invested time and resources in creating a website for your business, it’s important to make sure that your site is doing everything you need it to do, and that includes pulling in your target audience and converting those visitors to customers. As technology is constantly evolving, it’s not enough to simply design a beautiful website and wait for the magic to happen. Instead, you need to evaluate your website regularly in order to find problems and make improvements. Site audits are one way to identify how to improve your site, increase traffic, and ultimately make more sales.
Site speed optimization is standard on all Webdirexion Business Care Plans
Speed. Page loading time. Site speed optimization. When it comes to your website, it’s critical you have a fast loading site for visitors. If the page does not load in just a few seconds, don’t be surprised when visitors hop on to the next site instead of yours. Read on and we’ll show you how we optimized a client site who’s on one of our Business Care and Growth plans, to be faster than 82% of tested sites. First, consider the following stats:
At Webdirexion, we are constantly testing the latest tech tools and gadgets designed to increase page load time and enhance overall website speed. After years of testing different caching plugins, we have come to a solution that is awesome for the following reasons: (more…)
Our A/B test results for these two pop-up versions showed that the A version (left) got better results. How significant is that?
[Editor’s Note: This is the first in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
Leads are the gold for B2B marketers looking for strategic conversions.
Every business needs qualified leads. That’s why we wrote a guide to CRO — Conversion Rate Optimization. CRO is arguably one of the best tactics you can use for ROI with a quick payback. It also sits prominently within our RACE marketing cycle diagram (below) at position #4. If your site is not converting, and you are not working on ways to improve conversion rates, then you may be losing money.
In B2C and e-commerce, marketers are often concerned about moving directly to a sale. Conversely, B2B sales cycles are longer so it’s very important to capture leads. We at Webdirexion contend that leads are very important in B2C work too, particularly for potential customers who aren’t ready to buy yet. One of our focus industries is in hotel marketing and we see a majority of hotels just focusing on reservations alone.
“Your site “design” is just a best guess at what will be persuasive and compelling.”