Analytics & Conversion
Analytics & Conversion Included Within Our Strategies
Analytics, conversion analysis, and our proprietary monthly reports are essential ‘tools’ that provide the information and facts on whether the campaign is behind or ahead of schedule.
Analytics
At the start of each campaign, we will ensure that your analytics is set up correctly, as part of the campaign we will install or provide instructions for your developer to install the code we provide. It is critical this is in place, as it demonstrates overtime that our campaigns are working for you.
The analytics can be a bit daunting to some, so we pull this into our easy to read monthly management reports which you will receive each month.
In-Depth Analytics
Analytics will show how your website is performing, covering important information such as traffic to the website, how long a person visited the page/site. If they immediately left the website without clicking deeper into the website plus many other snippets of information for us to run your campaigns with the utmost success.
Proprietary Reporting
Our reputation is based on driving increased business to our clients. Our monthly bespoke reporting is essential, as it shows the client the overall performance of the campaign.
Digital marketing reports will be sent you, and then followed up each month with your client liason manager to discuss recommendations and opportunities.
If required, an initial tailored video report can be sent, which will run through the report and clearly explaining which each sections of the report mean.
Business Decisions From Our Reports
From the reports, business decisions can be made & internal questions answered:
– Increase / decrease spends
– Invest more into channels which drives the most business
Data To Digest
– Traffic & conversions
– Ranking progress & search volumes for target phrases
– Top PPC performing Ads
– PPC ad spend & conversions
– Call tracking
– Social reporting
New Strategies & Directions From Us
User behaviour changes over time. SEO, PPC, and other online marketing techniques change. Our reporting will help identify potential opportunities and pitfalls, so we can react as and when required.
Conversion Optimisation
From working on 100’s of campaigns we have naturally built up the skills to physically see if a website should convert to a sale/booking/ or other types of event naturally.
We will recommend adjustments during the campaign. It is not always wise to make changes at the very start, we like to analyse and increase the traffic for a couple of months and then make calculated changes.
We can provide more in-depth conversion reports, which include monthly heatmapping campaigns. These will indicate how potential customers use your website, how far they scroll down a page, where they move their mouse, what they click on, what time of day, the browser they use and many other factors that can help us to increase your conversion rates.
Our Conversion Optimisation Service
Traffic acquisition is only half the marketing equation.
There is little point in building a website without any search engine optimisation (SEO). Likewise, without conversion optimisation there is little point in providing SEO.
Considering the investments already made with the website build and the monthly SEO, conversion
optimisation isn’t expensive and the benefits can be huge.
What Is Conversion Optimisation
Conversion optimisation is a method used to analyse your website and based on findings to make changes to the website with the intention of gaining more conversions, such as purchase an item, make an appointment or booking, a click to call, or to fill out a contact form. It’s basically improving the effectiveness of your website.
It takes a scientific approach to optimising websites and enables businesses to convert more visitors into customers, or subscribers who then later convert into a buying customer .
Content modifications, navigation structures, layout styles, and design can have a huge impact on the number of users who sign up for your service or buy your product.
For example, Switch video, found that changing a single word in a call-to-action button copy
increased qualified leads generated from their homepage by 221%.
In another test, Performable, a company acquired by Hubspot in 2011, was able to increase click-throughs 21% by using a red
button instead of a green one.
There are two methods we use:
1) Manual Observations based on experience
We have over 40 years’ experience within online marketing, and in the past have built websites. So just from looking at a website we basically have a good indication of what works and what doesn’t. For example, its surprising just how many websites do not a phone number in the top header, or a buy now button that blends into the website, and is so well camouflaged it mises the user’s eye.
2) Dedicated Software
By running software over a period of time we can see how users interact with you website, including where they click, how far they scroll down a page, where they moved the mouse, how long they stayed on the website, if and where they exited when filling out forms, and many other useful insights. We can also compare user’s behaviour between mobile and desktop.
The software we use is known as heat mapping software.
Tip: we recommend that this is run for at least 3 months, in order for us to gain enough traffic and findings to make concrete decisions on where changes should be made within your website.
