The conversion report in Google Analytics is probably the most important report in the entire platform. The conversion report shows you the percentage and absolute numbers of visits which converted into a set of defined goals for the website. Goals could be anything from enquiries through to video views.
Example of the conversion overview report:
Giving your B2B website some goals to measure its performance against doesn’t have to be difficult nor do any goals need to be complex.
I had an interesting meeting a few days ago to discuss a new SEO and Analytics brief with a product manufacturer in the building industry. When the question was asked about ‘website goals’ it was followed by a moment of a silence.
Almost a silence that said “Goals? We don’t really have any”.
“So why have you given us a brief about SEO? I thought.
Most marketers I deal with don’t have any goals for their website(s), but its essential to have some goals as early on as possible well before you start thinking about tactics and agency sourcing. Continue Reading
I’m not sure if many people have discovered the ‘Share Assets’ option/button within the Profile menu of Google Analytics yet but I’ve just spotted it this morning.
It’s a handy way of viewing and sharing all segments, custom reports and dashboards from one place. Select the configurations you want to share and then share the URL.
I often like to just take screengrabs off Google Analytics to show clients site progress but today, whilst putting together a quarterly web round up report, something cropped up which just got me thinking.
Clients like to see traffic reports that show numbers increasing, more importantly from a visual perspective, the line is moving in a bottom left to top right diagonal direction. Signs of growth basically. Continue Reading
Here is a link to my second post on the SmartInsights blog which takes a look at various B2B type macro goals which can be used on your website to measure performance and channels which drive those conversions.
Having a good method for quickly reviewing the effectiveness of your B2B website is really important as the majority of your time and effort will be spent trying to get people onto your website as early on as possible in their purchasing cycle. Once prospects are on your site it’s then up to various factors around the quality of your content that must work together to get the visitor to convert into a lead.
Are you just about to launch an email marketing campaign to your beloved subscribers and you also using UTM tags in your links to track visits from your campaign? If yes, then you will need to be aware of the following problem/limitation before analysing your campaign data and reporting success in one campaign or channel over another. For this post, I am going to take a real-life example and one which I have just come across. Construction Enquirer is a relatively new online publication delivering the latest news and developments in the construction industry via web, email and mobile. Continue Reading
The last two years have been difficult times for businesses across the globe with the impact of the recession and economic downturn. Marketing departments within leading businesses had to work harder to ensure that their brand remains strong and maintains its market share during such turbulent times. Some businesses however, suffered due to the lack of investment in marketing and had to lose staff or even cut budgets. Is this a wise thing to do? I don’t know and I don’t think there is a definitive answer but what I do know is that a businesses ‘brand’ must work harder now than ever before. Continue Reading
How many times has a B2B client said to you….”We just want a basic report, you know, just the top level stuff”.
Only you know deep inside that most of the actionable insights and the golden nuggets lay hidden deep inside the data chucked (puked) out by your analytics software. It’s where the sexy stuff is but only you and I know that and it does take time to find those golden nuggets. Continue Reading
Part of an SEO strategy is to build up traffic using various keywords and paid for search terms in the form of PPC. Keywords hold vital clues as to how people find your site or information and all to often many marketers just merely skim over their keyword reports, occasionally reporting any unusual keywords or to see if the top 10 keywords have changed since last month.
It all gets a bit too boring for me to be honest. Segment to add some pazzaz into your data!! Continue Reading
Today, Google Analytics extended the option to select Goal Sets 2,3 and 4 (Goals 6-20) to the custom reports facility. Previously you were only able to select Goal Sets 1 (Goals 1-5) within your custom reports which made it frustrating when you want to know which campaigns were converting for each goal specified in Goal Sets 2,3 and 4. Continue Reading