Analytics

Sarah Worsham / Oct 20, 2008

Increasing Pageviews per Visitor

As we’ve been discussing, sometimes businesses get caught up in the need to increase traffic to their website. This “traffic” often equates to the number of visitors to a website or the number of total pageviews. But, as Traffikd discusses, there often is an opportunity to increase the time on the site and the number of pageviews per visitor. This obviously will increase the number of total pageviews, but it also means that visitors are spending more time on your site – which gives you more time to sell to them.

For bloggers and social media marketers, the desire to increase numbers of unique visitors to a site often overshadows an effort to increase the average number of pageviews per visitor… In reality, the blogger and the designer do have some influence on visitors in terms of encouraging extended visits, and even a small increase in average pageviews per visitor can result in significant gains in overall pageviews. – Traffikd – Increasing Pageviews Per Visitor

Sarah Worsham / Sep 22, 2008

Internet Business Strategy – What is the Current Situation?

situationargenberg Before beginning to strategize, you need to create goals for your business. In order to create goals you need a solid grasp of your current situation on the Internet (your current web presence). To get an idea of your current internet situation take a look at:

Website – Ideally your website is the hub of your Internet presence with customer-centric design and content.

Analytics – How well is your website performing? Basic statistics such as page views, visits and uniques are useful. But more importantly, how many leads and conversions are you getting? Where is your traffic coming from? How useable is your website? Are people getting frustrated?
Usability – Can visitors find what they are looking for on your website? Is it easy to use? What could be improved?
Content – Great content provides your customers with the information they need to succeed. Creating content should be a continual process. What content do your customers want to see? What expertise can you provide?
Design – Your website needs to be easy to use (usability), but also should be eye-catching and professional. Are the fonts need to be easy to read and does the layout should draw visitors into your message?

Community & Brand Reputation– Your customers are talking about you both online and offline. Find where your customers are and join the conversation to get key insights into improving your business.

Blog – If you have a blog, what feedback have your readers given you? What are other bloggers saying? Who has linked to your blog and what have they said?
Forum / Discussion Boards – If you don’t have discussion boards on your website, find places where your customers frequent. Listen to concerns and join the conversation with suggestions for improvement.
Social Networks – Your customers are probably on social networks already (if they aren’t they probably will be soon). Find social networks where your customers frequent and see what they are saying. Join the social networks to give them an opportunity to connect.
Reviews – Have there been any reviews of your products and services? What can be improved?

Search Engines – Many potential customers will find your website through search engines so it is important to understand how search engines currently crawl and index your site.

Keywords – What keywords do the search engines see on your site? Where does your site rank for various keywords? It can be helpful to pick the top 100 to monitor at first. There are a number of free tools available to help (Google Webmaster tools, Rank Checker for Firefox, SEO Quake for Firefox and Internet Explorer).
Indexed Pages – How many pages on your website (and blog) do the search engines include in their indices? (SEO Quake and Website Grader can help).
Incoming Links – How many other sites are linking to your website? What are they linking to? What are they saying? (SEO Quake and Website Grader).
Outgoing Links – What other websites are you linking to? (Google Webmaster tools, SEO Quake).
Cache – What pages are the search engines displaying in their results? What do they have saved that may be old content? (Google Webmaster Tools).

Marketing – What is your company trying to say to customers and potential customers? What are the current marketing messages your company is using? What is the status of any advertising or sales campaigns? What is the return on investment (ROI) of any campaigns?

Advertising – It is important to understand how any advertising is impacting your bottom line and helping to reach your goals. Besides budgets, clicks, and impressions, it is important to measure leads, conversions, or sales – what return you are getting on your investment (ROI).
Competitors – Who are your competitors? What are their web presences? What marketing and advertising are they doing? What are their strengths and weaknesses? What opportunities and threats exist?

There is quite a bit of information to gather, but once you have it you’ll be able to get a good overview of what your current Internet presence is. You should be able to find opportunities to improve and be able to formulate some business goals. As you can see, Internet business strategy merges into traditional business strategy by using the Internet to collect information and feedback and to further business goals. Next we’ll talk about vision and goals.

(photo by argenberg @ Flickr CC)

Technorati Tags: internet business strategy, internet strategy, internet strategic planning, internet strategic plan, internet strategy consulting, internet business consulting

Sarah Worsham / Jul 17, 2008

Internet Strategy Forum Summit – End to End Marketing: A Fundamental Shift

Presented by Nancy Bhagat, VP Sales & Marketing Group, Director Integrated Marketing, Intel

Cost of media is low per person, but is unfocused.

There is a 300% growth rate in timeshifting TV. But TV is not media, it’s a delivery. Video will continue to exist, just in different places through different delivery strategies. Behavior has changed in how people interact with ads. 56% say skipping ads is important part of timeshifting.

Technology is no longer about who is tech saavy and who is not anymore. It is about the desire to purchase. 80% turn to Internet for information to make a purchase decision. Our targets are online.

People are looking for a person like them, but they don’t need to see or know them directly. This is defined much differently than previously.

Great brands are no longer the brands that tell the best stories, but are the brands that have the best stories told about them. (needs source)

Power of online marketing:

Impact
Agility
Targeting
Scale

Leadership requires flexibility and focus. Online vehicles offer speed and flexibility to test multiple content types in one place and to determine what content is best.

Success metrics are shifting away from traditional impressions and CPC. The ability to evaluate success is critical. Content is increasingly delivered through social media which is difficult to measure. We now need to measure what matters – user engagement, behavior, movements & trends. Data that is not actionable is meaningless.

We need to know what place people are in the buy cycle/qualification. Data without valid business context is meaningless. We need to understand what activities are valued. And if things don’t go well in those activities, we need to know what and why.

Technorati Tags: internet marketing, analytics, end to end marketing, internet strategy summit forum

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