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Increasing and Improving your web traffic

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How to improve the quality and quantity of visitors to your web site. Based on data and experience with a range of UK charity web sites.

How to improve the quality and quantity of visitors to your web site. Based on data and experience with a range of UK charity web sites.

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  • Full Name Full Name Comment goes here.
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  • a full explanation for how to so this for your site can be found at www.fundraising.co.uk.
    bit.ly/d9YvWN.
    Are you sure you want to
    Your message goes here
  • the data on visits to UK charity web sites from all Social Media sources can be found at:
    http://www.find50-marketing.co.uk/2010/09/measuring-the-effect-of-twitter-and-facebook-on-uk-charity-web-sites/
    you can also access the Google Analytics Advanced Segment that I used to get the data and apply it to your site.
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  • The principles that you apply to decide what to measure:Remember this can be measured in any way. Most will be by GA butMeasuring social media success/impact is useful tooCar dashboard Image to begin with ?Fading into the background as the text appears ?
  • Avoid Global averages / Do not worry about accuracy +- 5%If you do not know where you are going any road will do.Add some suggestions as to what KPIs they might useLink to my blog post on measuring web site visits from social media `what matters in your organisation ?`
  • `good content` does not mean much as good means different things to different audiences.More – applies to both relevant and contenet. What is your favourite `service` brand ? One that you recommend to friends ?What makes it a favourite – service probably. The better you serve you existing customers the more likely they are to `engage` with the cause and brandAnd hence donate. If someone at MnS will not help you when you need it you will not be keen to give them your money.Set up PROFILES in GA for each site section
  • How to find you least popular content ie with highest Bounce Rate.SHOW/Mention the article on fundraising.co.uk ??
  • Remember they have to be searching for something related to your cause.
  • Webmaster Tools image here marked up

Transcript

  • 1. Increasing your Web Traffic
    Seamus Morley
    Web: www.find50-marketing.co.uk Twitter: @find50
  • 2. Measure what matters
    Needs to be `closed loop`
    ie `cause and effect`
    Look for quick wins
    Simple data easy to understand.
    What gets attention ?
    What matters to senior management ?
    Identify & work first with those who `get it`
    Closed loop – monitor/ modify
  • 3. What to measure ?
    • Web Site sections: Goals/KPI`s
    > Cause Related > Engagement
    > Services > Sign Up/Register
    > Fundraising > Sign Up/Donate
    • Social Media:
    > Influence > Post Rank/Twitalizer
    > Web Site Visits > Number/Duration
    www.find50-marketing.co.uk/measure-the-effect...
  • 4. Typical UK Charity Site Visitor Sources:
    Source
    % Total Visits
    Action
    • More SEO
    • 5. Long Tail focus
    • 6. Push Content
    • 7. Anchor Text ?
    Organic
    PPC
    Email
    Social Media
    Referral
    Content Ads
    80%
    10%
    2%
    1%
    5%
    2%
  • 8. Step 1: Keep existing Visitors
    Content > Measuring
    By Site Section/Page -Time on Site
    Relevant/Useful - Bounce Rate
    Use GA Profiles - Depth of Visit
    • What is (not)popular ? > Look in GA
    -Intelligence/SiteSearch
    -Keywords
    -Forum
    a positive web experience helps donations
  • 9. Identifying poor performing Pages
    2B. High Bounce Rate
    1. Weighted Sort
    Note `Avg Time on Page`
    2A. High Number Pages of Views
  • 10. Step 2: Find New Visitors
    What is your `market` share ?
  • 11. Keyword Tool
    1. Enter keyword
    2. OR enter web page URL
    3. Local Search
  • 12. Webmaster Tools
    How Google sees your site on the web
    1. Data by country
    2. CTR - by Query
    3. Impressions data – by Query
    You MUST register your site(s)
  • 13. Step 3: Spread your net
    Text/Image/Video Ads:
    Facebook
    Google Content Network
    YouTube
    By demographics
    By Site
    Keyword
    CPC comparable to AdWords cpc.
    Low CTR/High Impressions
    Push/Interrupt Marketing
  • 14. Summary
    www.find50-marketing.co.uk / seamus(at)find50-marketing.co.uk