The Really Important Website Statistics

Hi SPINNIES, thought this was interesting.

Article from HubSpot suggests it’s important to track a few key statistics on a regular basis and not get lost in the sea of numbers.  What are the most important?  This philosophy fits perfectly with EPiServer and Sitecore CMS’

Unfortunately the article didn’t start with what’s important for websites… what’s the goal or objective?

What are you trying to achieve? Turn Vet nurses into advocates of Advocate and Advantage products? Get pet owners to engage with pet care products? Okay, on with the important statistics from HubSpot.

1) Visitors (new and repeat).

This is the number of people who have come to your website for the first time or who are coming back for a second time. This is important, because this is the size of the pool of people from which you are trying to get leads. The bigger the number of visitors, the more potential for you to get leads.

2) Leads.

This is the number of people who self-select on your website and do something to give you their contact information. It could be signing up for a newsletter, registering for a course, registering a warranty, using a calculator, or finding a local dog park or vet, but there must be a form where they give you at least their email address and sometimes more information as well. This number is critical since your website leads are where your sales come from or your objectives met.

3) Conversion Rate.

This is the percentage of your total website visitors who become a lead. So, if you had 200 visitors to your website today, and you generated 3 leads, that would be a 1.5% conversion rate. Most people will tell you that a 1-2% conversion rate is the average for a b2b website. The conversion rate is important because it is telling you how efficient your website is at turning visitors into leads. Remember, you can double your company’s number of leads by either doubling your website traffic or doubling your conversion rate.

4) Website Grade.  Ad from our sponsors?

The free tool at  http://www.WebsiteGrader.com  gives you an excellent overview of the marketing effectiveness of your website, including things like your Google PageRank, number of inbound links and other key statistics. What is nice about the Website Grade is that it summarizes this all into one number from 1 to 100. You should know what your website grade is and track it over time to make sure you improve (or if you already get a good score, to make sure you don’t slip.

5) Keyword Search Rank.  Good overview of the value of SEO as opposed to PPC or SEM

For most business websites, the most efficient traffic and leads will come from organic search. This is the traffic that comes from people searching on Google, MSN and Yahoo and other engines and finding your website in the results. This traffic is not completely “free”, since you need to work on your website to really maximize it, but it is usually much more cost effective than other sources. You need to know how you rank in the search engines for at least a few key terms related to your business, and you also want to know how that rank is changing over time – are you moving up or down – since that will determine the future success of your website visitors and leads.

Hope you found this insightful.

The future of media advertising digital style?

Digital advertising started with the introduction many years ago – at least it seems like that – with display ads that were called banner ads. Remember them? It was a model that was similar to how we buy media on TV, radio and newspaper. Then along came search ads, those text ads that sit on the right hand side of your Google, Yahoo or Bing search engines.

Display may be back

Display took a back seat as Google made Adwords the latest key for advertisers knowledgeable or not to unlock consumer dollars but now it looks like Display may have its hand up for a greater share of advertiser dollars. Just look at the numbers. Adults spend 34% of their total time with media on the Internet. That’s the stat from SES conference at San Francisco this week. However only 12% of the media spend is invested on online media advertising whether search ads or display ads.

This diagram outlines how media needs to incorporate both online and offline environments in its strategy planning in this new age in advertising.

Diagram of role of agency in online and offline media planning

In the online media environment, creative optimisation is still the key but the differences are:

  • Creative can change to be more relevant to visitor type using Smart Ads
  • Post view conversion rates will become a key measure
  • Rich ads will bring display to search ads previously the realm of text
  • Technology will not create effectiveness, knowledge will.

Ad exchanges and yield optimisers

There are a few ad exchanges such as Right media, Appinexus and Double Click and a number of yield optimisers – provides ROI to the campaign per click, per impression, per action – provide guidance in a rapidly changing publisher base. The market is highly volatile and learning to be transparent to advertisers who want to know just where their ad is being placed. The market is also an auction, bidding for space. In fact there is talk it may even end up looking like a futures exchange.

Go figure!

Digital marketing secret exposed. Great content gets viewed, gets linked.

Remember TV?

They were the days when we sat in front of a big telly and programs had to rate with us otherwise we changed the channel, surfing for something more interesting. Advertisers cried, programming managers got the sack and programs lived and died on how programs rated.

What’s changed? Not much. Great content still rates highest.

SEO, SEM, CTRs were not heard of then, but audience appeal is as alive today as it was then. Audience numbers grew with audience appeal. Great shows attracted lots of eyeballs and the highest ratings. Great content on the web attracts lots of eyeballs too.

Create great content and you can guarantee search engine interest because:

  • They’ll read it
  • They’ll share it
  • They’ll syndicate it
  • They’ll subscribe to it and
  • They’ll link to it.

These are all the things that search engines place rank preference to.

Search engines want to serve the best content to those that use them to search, and by the way, those who search so they continue to use the search engine and will hopefully see the ads that make the search engines money. That business model is very similar to that of television, radio and press. Advertisers follow the audience because that is where the money is.

A few things have changed though. The best visitor to your website is the one that is most engaged. Their engagement level can be influenced by where they’ve come from. Was it a blog, YouTube, forums, Google adwords, social news or twitter? It can count.

This interesting graphic shows types of attributes (media) that Matthew Bailey of Site Logic Marketing at the SES conference in San Francisco this week,  suggested drive the most engaged or unengaged visitors.

Attribution engagement levels

He suggested that your visitor may be more engaged if they come from a blog or article relating to your content than if they have come from Twitter. Stands to reason given that the twitter visitor has been reading 160 characters of information before clicking to look at your site and the visitor from a blog or article may have invested their time in several paragraphs (and therefore more engaged) before arriving at your content which hopefully will be in context with what they have viewed before.

So that’s the digital marketing secret exposed. Great content is king in webland. Oh you already knew that?

Things we thought to be true maybe aren’t anymore

Yes, Jonathan Hochman suggests there are 3 things you could probably ignore in the search for search engine friendliness????

Tip 1. You can ignore that you have to keep adding content to your website.

Mr Hochman says you don’t have to. He says some sites do better with their old content when looking to impress search engines. But, its it’s an important BUT. Focus on quality content that attracts visitors.

Tip 2. You can ignore that you need lot’s of links to your site.

“Link building services” have made this a shady thing. Instead don’t go chasing lots of links but use some “valid” tactics such a paid search, relevant articles, sharing of photos and aiming to get your quality content on some of the top sites when you use key word search.

Tip 3.  You can ignore using keyword meta tags.

Well we knew this one. Google claims not to use them but maybe Yahoo still does. Invest instead on content that uses keywords, keywords in page titles and key words in page descriptions.

So quality is King! Quality links, quality content using keywords and quality keywords in your content.

Looking forward to insights we’ll get tomorrow.

BTW Jonathan Hochman is big-guy-in-charge at Hochman Conaultants and respected geek and not looking old enough to shave.

Great insights coming soon

What’s great about this conference is 4 themed days (no we don’t have to dress up) focusing on core topics critical to our success in the digital world including, social media, email marketing, ad networks, search optimization, real-time information and more.

Here is what i can see that’s interesting on day 1.

Tuesday August 17th

Explore the major search engines and how can we can best optimize them to gain “natural” or “organic” traffic. Accelerate SEO with social media and look at the next generation of digital marketing and predict what search might look like in the next ten years.

Also on the agenda are discovering the nuances of:

  • How pay-per-click (PPC) actually works;
  • The knowledge to set up, monitor and continuously improve your campaigns;
  • Effective keyword research, copy-writing tips, landing page creation, geo-targeting, ad networks, budgeting for paid search; and
  • The basics of bidding and campaign management

There’s also unique insights into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.

%d bloggers like this: