The most important website analytics metrics that I have identified for my business include acquisition method, top devices, top pages, demographics, behavior, and conversions. These metrics are the most important metrics because they answer who, what, where, how, and when questions.
How & Where: Acquisition method metrics answer how users arrived on my website and where they came from. Acquisition breaks down all website traffic into direct, organic search, social, referrals, etc. Each of these sources of traffic helps you identify where users are coming from and how they are getting to your site.
What: Top devices breaks down the types of devices that website visitors are using to access the website. This answers the question of what users are doing to find their site. According to my Google Analytics data for this website, 75% of my website visitors have been from a desktop computer and the other 25% were from a mobile device.
What: Top pages shows you what the most popular pages are on the website. This will help you understand what visitors are doing on your website. Currently my top three frequently visited pages on this website are the homepage, about, and contact. Top pages is users' behavior on the website. Behavior metrics also tracks the total number of page views and unique page views, amount of time spent on each page, bounce rate, and exit rate.
Why: It is important to know why site visitors arrived on your website. This can be analyzed through landing pages. Behavior metrics helps break down what pages users landed on when they arrived on your site. For this website, my top three landing pages are the homepage, blog page, and my previous blog post. My blog post was tracked as a landing page because I linked it in a Facebook post. Site visitors that clicked the link from the post then landed on the post's page.
Who: Demographic information is important for any website. These analytics are important because they allow you to learn detailed information on who is looking at your website. Demographic information includes; age, gender, location, language, device type, browser, and more. This information will help you understand if you are reaching your target market and help improve your site and business- allowing you tap into new target markets.
What & Why: If your site is an ecommerce site selling products, tracking conversions will be critical. Conversion rates allow you to track the percentage or number of site visitors completing transactions (essentially making purchases) on the website. This will also help you analyze what your most popular products/ services are, and help you understand why some products/ services may be converting better than others.
My organization is in the introductory phase with limited capital and we need to gauge consumer interest before proceeding further. Based on these organizational characteristics and goals, the following digital marketing channels are ranked in order of efficiency:
Social Media marketing
Social media will allow us to increase brand awareness, develop traffic and engagement with consumers, and receive responses to posed questions in a cost-effective manner. We can gather feedback regarding composition of the packages, pricing, interest and other pertinent areas. We will have a prominent social media presence across multiple platforms which each containing our website URL. Our objective will be to increase social media engagement across all platforms.
Display marketing will assist with reaching consumers based on likely websites they visit. A profile of our target market (demographics, behavioral, interests, etc.) can be used to effectively reach consumers. Remarketing techniques will be used after consumers visit our website.
Pay-per-click (PPC) marketing
As a small business with limited popularity and backlinks, it will be difficult to appear on the first page of SERP (search engine results page). Consequently, we will have to implement a paid search strategy to show on the first page based on keywords we wish to bid. We plan on actively using Google Ads search advertising to generate ads on search engine results pages.
Search engine optimization (SEO) marketing
While building our brand awareness, customer following and engagement via social media, we will implement an effective SEO strategy for our website to increase organic search rankings based on keywords.
Our mobile efforts will maximize the four channels listed above as most consumers will interact with our business via this format. Our website will be designed to be mobile friendly and the purchase process will be simple and easy to read. Digital Marketing mobile statistics are as follows:
Follow these tips and email marketing success will be yours!
Email capture list
The best email content in the world won’t benefit a company if it has no one to email the content to, so the first step in an email marketing strategy playbook is to capture email addresses. Using only the most ethical email capture techniques is in the company’s best interests, because otherwise, the company’s emails could be blacklisted by spam filters, which would prevent the emails from being received by consumers at all.
Perhaps the most important part of any email is the subject line. Many, if not most of the customers on an email list, will never see any other part of the email, so the subject line is the key piece of content that will determine whether the customer opens it, ignores it, or deletes the email.
Personalize your emails
To build trust, call your customers by name and send your emails from the same address every time. This will provide you with a better chance of your emails being opened and read.
Keep your layout simple
Keep your layout clean and simple. Your layout should look professional and easy to navigate. A overly busy layout will turn your recipients off and send your email campaign or newsletter right into the trash file.
Segment customers in email list
If a company has collected an email list of any respectable size, the customers on the list likely differ greatly from one another in many respects. Savvy email marketers pay attention to these differences and send different email messages to different segments of customers to give them content they are more likely to find valuable.
Clean the Email List
A good email marketer should be paying attention to actions from members of the email list. Responses to emails should form the basis for segmentation of the email list and content creation of future emails. Email marketers should also pay attention to bounces, which are emails that are sent out by the company but do not reach the destination in-box.
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Advice from the master Digital Marketing educator himself is all you need to dramatically improve your results
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