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Session 7 Edmund Pelgen


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Evaluate, Improve, Retain & Grow
Edmund Pelgen, Market Reach SEO, discusses analytics and how to evaluate your site performance. Once you have tested your perfomance Edmund presents what measures you can take to retain and grow traffic to your site.

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Session 7 Edmund Pelgen

  1. 1. Evaluate & Improve <ul><li>That which cannot be tested cannot be improved </li></ul><ul><li>by Edmund Pelgen </li></ul>
  2. 2. Analytics Provides <ul><li>Provide Situational Awareness - Understand the business mechanics - How we see customers </li></ul><ul><li>Allow us to see the initiations, the lost opportunities, the tyre kickers and the paths to success </li></ul><ul><li>Identify Problems and Opportunities </li></ul><ul><li>Feeds back into your ability to do testing and make improvements </li></ul>
  3. 3. Problems & Opportunities <ul><li>Identify Weak Points in your website </li></ul><ul><li>Opportunities for Improvement </li></ul>
  4. 4. Identifying Weak Points <ul><li>“ Glass half empty mode” looking for money being left on the table. </li></ul><ul><li>Comparisons to other parts of your site are how you identify weak points </li></ul><ul><li>Challenge is knowing when a metric indicates you are performing below average and can be improved easily (Use Benchmarks) </li></ul><ul><ul><li> / </li></ul></ul><ul><li>The key is Date Comparison in Google Analytics </li></ul>
  5. 5. Opportunities <ul><li>Landing Page Targeting – Ranking well but not converting? </li></ul><ul><li>Can you get Double Listings? </li></ul><ul><li>Optimise Product Presentation - Best Products seen the most often. Top Sellers, Conversion by Product, Seasonality </li></ul><ul><li>Product Page Optimisation - Descriptions, Questions clients have being answered? </li></ul>
  6. 6. More Opportunities <ul><li>Paid to Organic Testing - Test Keywords with paid traffic then optimise in SEO </li></ul><ul><li>Increase Revenue per customer - Upsells, Related products, Product Customisations </li></ul><ul><li>Consider the Opportunity costs of strategy </li></ul>
  7. 7. Metrics - What to Measure <ul><li>Engagement Metrics - Prerequisite to making $ </li></ul><ul><li>Transactional Metrics - Important for Ecommerce Sites - Conversion rate, </li></ul>
  8. 8. Engagement Metrics <ul><li>Some visitors buy beyond the first visit </li></ul><ul><li>Important as not all users get to cart </li></ul><ul><li>Higher volume means more statistically relevant as they include ALL visitors to the website </li></ul><ul><li>Gives you more insight than looking just at conversion rates </li></ul>
  9. 9. Type of Engagement Metrics <ul><li>Pages per visit, Session duration, Visit Depth </li></ul><ul><ul><li>These indicate the relative time and effort a user spent with your site </li></ul></ul><ul><li>Bounce rate - Partially indicates a failure of the site to meet users expectations. Some are window shoppers </li></ul>
  10. 10. Transactional Metrics <ul><li>Transactional Metrics for Ecommerce Shops - Ecommerce Logging on the thank you page to create a per visitor value metric </li></ul><ul><li>GA Funnel Analysis on shopping cart process </li></ul><ul><li>% starts to completions = Abandoned cart % (Failure focus metric) </li></ul><ul><li>% Sales to Visits = Conversion % </li></ul><ul><li>$ Sales / no of visitors = $ per visitor </li></ul>
  11. 11. Taking Action & Measuring Results <ul><li>Make sure you have invested in measurement tools - GA, Goal logging, Ecommerce Logging, Total Revenue to measure success </li></ul><ul><li>Look at opportunity cost on testing and actions. i.e. Traffic or conversion </li></ul><ul><li>Do date comparisons before and after changes, split testing, benchmarking </li></ul><ul><li>Monitor Traffic issues as many problems start here </li></ul>
  12. 12. Links <ul><li> (Andy Edmonds) </li></ul><ul><li> (David Bullock) </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  13. 13. Retain & Grow <ul><li>That which cannot be tested cannot be improved </li></ul><ul><li>by Edmund Pelgen </li></ul>
  14. 14. What are we talking about? <ul><li>Capturing new visitors into the funnel and keeping the old ones coming back so we can sell them more stuff! </li></ul><ul><li>We are increasing the lifetime value of a customer </li></ul><ul><li>Goal is to start them on the little stuff and as they grow sell them bigger things </li></ul><ul><li>How do we do that? </li></ul>
  15. 15. How to do it? <ul><li>Tell new visitors what to do! Sign up, click here, download but ask for an email address first </li></ul><ul><li>Email still remains the No 1 mechanism for engaging and selling to people </li></ul><ul><li>Provide the mechanisms they expect to engage with you. Live Chat, Online Form, Twitter account, Click to call button </li></ul>
  16. 16. How to keep them happy? <ul><li>Communications mechanisms they expect, Live Chat, Forms, Phone Numbers, Click to Call </li></ul><ul><li>Confidence Symbols - Security Symbols, Real Numbers and addresses, testimonials etc </li></ul><ul><li>Social Proof Symbols - testimonials etc provide comfort </li></ul><ul><li>LISTEN! - Twitter and Face book should be used for listening, surveying, soliciting not telling </li></ul>
  17. 17. Tools for Customer Service <ul><li>A real live phone number. Sometimes people want to call an order through </li></ul><ul><li>Email Forms & Support Email addresses </li></ul><ul><li>Click to call </li></ul><ul><li>Help Desk </li></ul><ul><li>Twitter active one </li></ul><ul><li>Facebook Page </li></ul>
  18. 18. Email Strategies <ul><li>Follow a content marketing strategy </li></ul><ul><ul><li> </li></ul></ul><ul><li>Give readers a Cookie - High quality pieces of content which REWARD your readers </li></ul><ul><li>Each email must solve a PROBLEM of your AUDIENCE </li></ul><ul><li>Make them feel good for consuming your content </li></ul><ul><li>Goal is NOT TO SELL straight up but to build a relationship for future sales </li></ul>
  19. 19. Increasing Customer Value <ul><li>Best Program for Online Businesses is Formula 5 by Paul Lemberg </li></ul><ul><li> / (Closed) </li></ul><ul><li>5 Key areas - Hence the name </li></ul>
  20. 20. How? <ul><li>Magnifying Margins </li></ul><ul><li>Stacking Sales </li></ul><ul><li>Increasing Leads </li></ul><ul><li>Improving Conversions </li></ul><ul><li>Improving your personal effectiveness </li></ul>
  21. 21. Magnifying Margins <ul><li>Position your business for higher pricing </li></ul><ul><li>Figure out how to create a higher priced offer out of your existing stuff </li></ul><ul><li>Learn how to communicate and prove the value and ROI </li></ul>
  22. 22. Sales Stacking <ul><li>Understand your Core metrics, Trans size, avg frequency, avg life etc </li></ul><ul><li>Key is selling an existing customer more as it’s hard to get new customers </li></ul><ul><li>Upselling, Cross Selling, Bundling, Backends </li></ul><ul><li>Increase Frequency, Transaction size </li></ul><ul><li>Subscriptions, Memberships & Continuity </li></ul><ul><li>Reactivating old customers </li></ul><ul><li>Extending the life of existing customers </li></ul>
  23. 23. Increasing Leads <ul><li>Online Strategies </li></ul><ul><ul><li>SEO, Adwords, Affiliate Marketing, Email Marketing, JV partners </li></ul></ul><ul><li>Offline Strategies </li></ul><ul><ul><li>Depends on what you do but you SHOULD build a mailing list </li></ul></ul><ul><ul><li>Set up a structured referral system </li></ul></ul>
  24. 24. Improving Conversions <ul><li>Be unique and compelling, not me too </li></ul><ul><li>Create a marketing message that hits USP, Why different, Why they should buy form you etc </li></ul><ul><li>Offer Proof and testimonials </li></ul>
  25. 25. Personal Effectiveness <ul><li>Get more time and get more done with it </li></ul><ul><li>80/20 rule </li></ul><ul><li>Whole program around personal effectiveness NOT time management </li></ul>
  26. 26. Links <ul><li>Conversions </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Video </li></ul><ul><li> </li></ul><ul><li>Growth Strategy </li></ul><ul><li> </li></ul>
  27. 27. More Info <ul><li>www.MarketReachSEO/Reports </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>m: 0409517533 </li></ul>