UNDERSTAND YOUR ONLINE ACTIVITY
Once your website has been built, the big question is, “What is it doing for you?”
The first step is to accurately track your activity generated online.
Activity For Better ROI
Analytics Track Online Activity
Analytics programs are software tools that enable you to know where website traffic is coming from and what happens as visitors move through your website. You can learn the path visitors took through your website and when they decided to contact you or where they left your website.
This leads to Data Driven Decisions based on industry standards and customized testing.
ANALYTICS PROGRAMS
Analytics can show you where your website visitors are coming from, such as; What Search Engines, whether it was an Organic Search or a Paid Search and what keywords, or if the inquiry came via Social Media, or e-mail marketing. This will allow you to leverage your online programs by knowing which ones are actually delivering traffic.
Google Analytics (GA) is a FREE service offered by Google that can be integrated with Google Adwords. The data collected is hosted by Google and becomes part of their industry knowledge base.
- The GA approach is to provide an interactive dash-board that shows high level summary data plus in-depth information in a report format.
- GA offers IP geo-location, making it possible to track visitor location by city, region or country.
- GA allows you to set up goal funnels to measure the success of your planned conversion path.
Tracking activity on your website is critical in order to determine what website visitors are doing after they find your website. Website Analytics programs are designed to track visitor activity and generate reports.
The first goal must be to support a sale, gain a member, or achieve what adds to your financial wellbeing. However, gaining a well qualified lead is an important step towards success.
Combining Analytics with Lead Management Data
Tracking all of your leads, emails and phone calls, along with knowing what elements of your Internet Marketing program are generating these leads, gives you a complete picture. You can determine if the website and Search Engine Marketing programs (SEO & PPC) are producing optimal results. Blending lead tracking information with your Analytics data offers insights into how you can adjust your strategies to do better.
Combining Analytics with Lead Management Data
Tracking all of your leads, emails and phone calls, along with knowing what elements of your Internet Marketing program are generating these leads, gives you a complete picture. You can determine if the website and Search Engine Marketing programs (SEO & PPC) are producing optimal results. Blending lead tracking information with your Analytics data offers insights into how you can adjust your strategies to do better.
The first goal must be to support a sale, gain a member, or achieve what adds to your financial wellbeing. However, gaining a well qualified lead is an important step towards success.
Analyze Your Keywords
In the planning phase we started with keyword research to select both generic keywords and exact terminology (i.e. long tail keywords) for your keyword list. Realizing that keyword analysis is a dynamic process means ongoing attention is required to ensure you are maximizing results at all times.
- Are the keywords you selected working for you?
- How can you adjust your selection to do better?
- Are there any big surprises?
TESTING HELPS IMPROVE YOUR RESULTS
For example. You set up a goal funnel and notice that there are lots of people exiting the funnel from a specific page. Looking at this page you decide that there are some elements you would like change to keep visitors on that page and moving along your conversion path. Sometimes you simply make a change to the page and review analytic data to determine if there was an improvement.
However, often there is more than one element you would like to change on the web page or there are different variations to choose from and you are not sure which is best. This is when testing takes center stage and you have the choice of either A/B Split Testing or Multivariate Testing.
Finding what works, what doesn’t and what surprised you is all part of maximizing online ROI, the key to online investment success, which is converting INTEREST from website visitors into ACTION.
Testing Is a Critical Activity for Improving Success
Once your website is launched and receiving website traffic we need to determine if we are meeting expectations. Once the traffic flows we can determine if it is acting the way we anticipated.
Furthermore, can we do better?
Increase Conversion with Testing
A/B Testing
For example, you have a web page that has a high exit rate. After reviewing the web page you decide to make a couple changes that you think will reduce the exit rate. In order to determine if your new page is actually going to reduce the exit rate, an A/B Split test is conducted with Google’s Optimizer by sending half the website traffic to new page (A), and half the website traffic to new page (B) and see which web page performers better.
Multivariate Testing
Continuing on with our example, you may find that you want to test many elements and variations simultaneously. Multivariate testing can be done dynamically by having the server display different variations of content to incoming visitors. Analytics will show how each visitor behaved after seeing each test. Reports reveal which combination leads to the biggest increase in conversion.
Which changes help performance?
It becomes obvious that you should always be testing your website in order to increase conversion and performance. In other words, over time you establish a baseline that you are always seeking to improve. Testing different ideas over time will either lead you above or below the baseline. Obviously, you will always go with ideas that will take you higher.
There are many variations that you can run during testing. The permutations and combinations are endless. At My SEO Source, we are experts in this field and can help you determine what approach is best for your website.
Sample Size Is Critical
One critical factor for A/B and Multivariate Testing is your sample size. You need to have a specific amount of traffic to gain validity of the test. Running a test with minimal traffic will only produce unverified results.
Lead Management For Online Success
Direct sales are always the primary objective for any campaign. However, the next best action is a qualified lead. My SEO Source professionals are always working to improve the quality and quantity of leads coming to an organization from their Internet marketing activities.
TRACK ALL THE LEADS BEING GENERATED
The first step towards improving the quality and quantity of your leads is to measure them accurately. The two primary ways are through phone calls and email. Email leads are quite easy to track and My SEO Source offers complete phone call tracking services.
MATCH LEADS TO THE SOURCE THROUGH ANALYTICS
Once you are sure that all of your leads are being tracking accurately, the next step is to match leads with your analytics data and determine what keywords and programs are making the biggest contributions to your lead count and quality. Next you must determine which leads are actually converting into sales.
FINE TUNING YOUR INTERNET MARKETING PROGRAMS
If you learn that a search engine or online portal is delivering more quality and/or quantity of leads from a specific keyword group, then you can divert more energy to that program. The natural tendency is to bring more of your efforts, and budget, to bear on successful combinations.
The alternative is also true. If your program is generating leads and these leads are not of good quality and/or quantity, then you must decide how your keyword strategy needs to be adjusted or if the sources for these leads are worthwhile.
THE IMPORTANCE OF PHONE CALL TRACKING
Being able to track phone leads from organic or paid search programs allows you to determine the exact ROI for each program. We combine software with specific toll free or local phone numbers at phenomenal prices along with a full complement of reporting data.
- Unlimited local calling anywhere in Canada for $65/month.
- Toll-free calling anywhere in Canada and the U.S.; 500 minutes for $65/month, additional minutes at $0.05/minute.
Lead Management Tracking
Ask the professionals at My SEO Source about tracking leads from your Internet Marketing activities.