If you're new to the Web marketing game, watch this interview with Crexendo's VP of Web Marketing, Parker Garlitz. It's a good overview of what we do here at Crexendo.
We’ve talked about Google Analytics on this blog before in general terms. Now let’s talk about some specific free tools that are part of what makes Google Analytics so valuable:
• URL Builder
• Goals in Google Analytics
URL Builder enables you to set up a snippet of code that tracks your various sources of traffic. This tool is most effective for PPC but can also be used in text links and other traffic sources. The URL Builder generates the code snippet for you after you input a few variables. Then you just copy the URL code and place it as your destination URL.
In this snippet, Google is where the traffic is coming from, the medium is PPC or Pay-per-Click, and the campaign getting more information is the Party Hard Campaign.
To get more information about this tool go to: http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
Within Google Analytics, Goals is a tool that will do several things for you:
• Tell you where a visitor leaves an order form or lead generation form using funneling.
• Tell you if a certain page is being accessed by qualified visitors.
• Shows what parts of your site need improvement. For example, if you have a multi-part e-commerce cart checkout and you see that most of your shoppers are abandoning the check-out process at the page you show your shipping cost, then you know something needs to change on that page.
• Tracks activity of an email address posted on your site.
• Tracks email submissions or comments on your blog.
Instead of trying to explain how to set up Goals, there are some great instructions here: http://analytics.blogspot.com/2009/05/how-to-setup-goals-in-google-analytics.html
Google lays it out pretty easily with screen shots and parables to help you understand how to set up Goals in Google Analytics.
The combination of these two tools will provide you an abundance of information to help you make data-driven decisions about your website and business objectives.
Congratulations! You’ve built your website, done some Web marketing, and now you’re starting to see a few more visitors to your site. What’s the next step? Conversion, my friend! Conversion means different things for different websites. It means getting the customer to do what you want them to do, whether that means calling you, making a purchase, signing a petition, or whatever else the goal of your website might be. If you have an e-commerce site, conversion probably means making a purchase. Conversion Rate Optimization (CRO) is the process of making sure your website has all the design features to move your customer toward conversion, and it’s one of the main reasons it’s so important for you to use Google Analytics on your website.
When properly configured, Google Analytics answers the three most important questions in CRO:
• Where did your visitors come from?
• What are they doing while on your site?
• At what point do they leave your site and where do they go?
Knowing the answers to these three questions will give you a good idea what marketing is working best, what most interests your customers on your site and, most importantly, what’s stopping them from converting.
One of the best features of Google Analytics is the Conversion Tracking feature. It allows you to set up a point of conversion, whether it’s a sale, a lead form filled out, or to know how many visitors log in to a password protected page. This is especially informative if you have a multi-step ordering process or lead form submission. It tells you how far your customers get in the process using a funnel so you know where to make adjustments to make it smoother and more effective.
If you don’t already have the Google Analytics code snippet on your website, sign up and get the code put into your site right now. It’s free. Here’s the link: Google Analytics If you already have Google analytics on your site, make sure it’s telling you what you need to know for the best CRO.
If you need help installing Google Analytics yourself, please call (801)234-5988
"Since Crexendo began helping us with online lead generation and SEO, we have been able to transition away from cold calling and trade shows as our primary means of prospecting, to using the web as the primary method. Through Search Engine Optimization, we now get more leads that are better qualified, and cost about half as much per lead. It has transformed the way we think about marketing. Thanks Crexendo!"
VP of Channel & Partner Alliances