Jul 15 2013

How To Setup Goals In Google Analytics

Category: web analyticsTom Shivers

Conversion tracking is easy to do if you setup goals properly within Google Analytics.  In this video I show you exactly how to do it step by step.


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Apr 09 2013

How To Determine ROI For Mobile Campaigns

Category: mobile marketingTom Shivers

An interview with Blair Symes of ifbyphoneipad-iphone

Putting mobile aside for a second and speaking of marketing campaigns in general, marketers determine any campaign’s ROI in different ways depending on the goals of the campaign. Some marketers will compare the monetary cost of a program to the raw number of leads it generated, then determine ROI based on their cost per lead (CPL). More sophisticated marketers will measure a campaign’s cost per sales opportunity instead of CPL. And the most successful marketers are the ones that are able to measure ROI by determining how much revenue a program helped generate. 

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Jan 22 2013

4 Tips to Get More Out of Google Analytics

Category: web analyticsGuest Author

As a website owner there’s a good chance you use googleanalytics-onscreenGoogle Analytics to track visits to your website. It can be a very powerful tool to get to know your website, visitors, and keywords intimately — provided you know where to look and what to look for. Here are some top tips to getting the most out of your Analytics account.

Compare Metrics to Last Year by day of week, not by date

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Jun 04 2012

3 Steps To Setup An Effective Google Analytics Dashboard

Category: web analyticsGuest Author

I have used Google Analytics for the past two years, with particular intensity over the last eight months and it dawned on me that, up until the last few months, I had never made extensive use of the ‘Dashboard’ feature.  Like my old self, most users I talk to spend their time in the various reports and, in many cases, don’t make use of the extended functionality that Google Analytics has to offer at all.

It’s worth noting that Google Analytics is an extremely powerful tool.  The main reason I have begun using the dashboard is easy access: I wanted a way to check my analytics each day and get a full overview of the actionable metrics for my business.  There is so much going on inside Google Analytics that you really need to do this.

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Apr 24 2012

5 Steps To Agile SEO

Category: organic seoTom Shivers

Most businesses treat SEO like a one time project – get everyone on board, do it and then it’s done, right? But…

  • Competitors for your search terms are willing to execute SEO until they outrank your site, pushing your site down in search rank
  • Search engines change regularly and new features come along which can benefit search listings and user experience
  • Missed opportunities abound when no one is skillfully monitoring keywords, landing pages and conversions

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Dec 12 2011

How to Analyze Web Stats to Increase Online Conversions

Category: web analyticsTom Shivers

An interview with Martin Eising

It puzzles me why so few businesses really attempt to optimize conversions. Why is that?

I think it has to do with the way people think about web sites. When someone wants to increase the action they get from their site the first thing that comes to mind is increasing the amount of visitors the site gets. This is just logical, and is naturally the first thing that comes to mind. Doing more with the same amount of traffic , on the other hand, is not something that most people immediately think of.

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Aug 08 2011

Ecommerce SEO: Site Navigation and Link Bait

Category: link buildingTom Shivers

An interview with Jason Capshaw.

How did you get started in SEO for Ecommerce?

I was working on an ecommerce development project when they approached me about helping with their SEO. I began researching SEO and discovered I had a passion for the subject. My first SEO client was an Ecommerce site, and it has been my favorite ever since.

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Jun 26 2008

Recognizing the Value Beyond the Click to Conversion

Category: conversion rate optimization,generalJon Davis

The Atlanta Interactive Marketing Association (AiMA) held their monthly meeting last night. The topic of the night: recognize the value of online marketing efforts beyond the simple click to conversion metrics that are so common in our industry. The truth of the matter is search is responsible for much more business than it gets credit for in traditional models, it’s extremely important as a branding tool and it can be used as a powerful tool to track offline marketing efforts.

For instance, when someone performs a search and finds a product they would like to purchase they may not necessarily purchase the product online, they may actually go to the store and buy the product but the search they performed online does not get credit for the sale. The importance of leveraging search engines for branding is also something that is very difficult to measure but has a major impact on how people view a company’s product. Seeing a company at the top of the search results creates a trust for the brand. Also, analyzing website statistics can be a great way to test whether or not an offline mailing, radio ad, TV commercial, etc. was effective at driving traffic to the site and increasing purchases.

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