Monthly Archives: November 2014

Measure success with Google Analytics

google_analyticalsThere is no point spending money on building and maintaining a website if you don’t measure and track whether it is working or not.

One of the best ways to do this is by installing Google Analytics on the site. It can seem a little daunting at first, but you will soon find that measuring the success of your website is easier than you think.

Visitor behaviour

Analytics can give you a really thorough insight into how people bhave once they come to your site. Do they find what they are looking for or do they leave straight away? What pages are they going to? And from what pages are they leaving the site? How much time are they spending on the site, and how many pages are they reading?

It even allows you to track what days attract the most visitors and whether any marketing campaign is being following by a spike in visitor numbers (as you would hope)Google Analytics makes it possible for you to gain a real insight into how people behave when they’re on your website.

The main thing to look at is the “bounce rate”. If analytics show that visitors leave quickly – or “bounce” – you may need to work on making your content more engaging.

Conversion rate

There is no point attracted a lot of visitors without making sales. After all, it’s better to have a conversion rate of 50 per cent for a hundred visitors than 1 per cent of 1000. Google analytics allows you to set up a goal to track your conversions. There are several goals you can choose from and Analytics can create a a report that allows you to focus on the areas you decide are most important.

If you run an e-commerce business, you can even track a customer’s progress through the shopping cart and see whether any particular issue is causing people to abandon their cart.

If you conversion rate is low, you should be able to improve it by including stronger calls to action and a clearer funnel towards your conversion goal.

 Social media ROI

If you set up a social report, analytics can measure the effectiveness of social media platforms. This gives great insight into whether your efforts are worthwhile and the return on investment of each social media campaign. Remember, there’s a big difference between getting likes on Facebook, or followers on Twitter, and seeing those likes convert to paying customers.

Direct Sites Online can help you navigate Google Analytics,keep you focused on your goals, and measure your successes. Contact us today on 02 9557 7623 or email info@directsitesonline.com.au

 

‘Tis the season for email marketing

christmas_newsletter_2014Christmas is just around the corner, so it’s time for all retail businesses to crank up their holiday season promotions – starting with the most important of all, email marketing.

Over the past few years, email marketing has grown into one of the best marketing tools in your kit. After all, your subscribers have chosen to hear from you, so they are already engaged.

Here’s 10 tips to keep them happy, while watching your sales soar:

Make sure your list is up to date: A clean list means fewer bounce-backs , and unsubscribes. Not to mention ensuring that people who have chosen to unsubscribe do not continue to receive emails.

Do what works: What products sold best over the past year? What subject lines in emails received the most click throughs? Instead of reinventing the wheel, learn from and apply what has worked in the past.

Robust website: Make sure that your website can cope with demand should the email attracted a large number of visitors at once. The last thing you need is customer who can’t get on to the site, and will vow never to return. Not a very Merry Christmas.

Go social: Blend your email marketing with your social presence to set the tone and crate a buzz. Share the email on all your social media platforms.

Get personal: Most email software allows you to personalise the message to a subscriber’s name. And consider segmenting your emails according to user behaviour, which will encourage brand loyalty and increase sales.

Give a gift: Rather than use discounts to attract buyers, think about offer a value-added gift instead. Perhaps a code for 10 per cent off – and ask subscribers to share the email.

Reputation matters: A businesses reputation can take time to build, but minutes to destroy, so protect yours by ensuring you don’t spam your customers. So don’t bombard them, and use a credible email subject line and quality content.

Respond quickly: Should there be a problem with the email (ie a broken link) or a customer is unhappy once they purchase a product via the email, make sure you issue an apology and have a bran crisis plan in place.

Timing is everything: Consider sending emails on weekend. During Q4 of 2013, emails sent on Saturdays and Sundays boasted some of the highest open and click-through rates. Similarly, emails sent later at night tended to be most engaging.

Analyse: Track your email program’s unique open rates, unique click-through rates, transaction rates, revenue per email and average order values.

Call Direct Sites Online on 02 9557 7623 or email info@directsitesonline.com.au for email marketing that will ensure a very Merry Christmas.