Posts on State of Search about ‘Conversion Analysis’

How Phone Data Might Change Your Search Strategy – #brightonseo

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Ali White from T W White & Sons, a car dealership business, took to the Corn Exchange seat next at the jam-packed full BrightonSEO conference, providing real-business examples on how phone data meant his entire SEO and PPC strategy altered.

To start us off, Ali walked through what Visitor level call tracking actually was; as one of the many who weren’t really sure, he explained that T W White & Sons used visitor level call tracking to provide a unique phone number to each site visitor so the business can better track who is calling to give stronger actual conversion data as well as a better customer profile. (more…)

Valentines Day – e-commerce Gaps, Fails & Things to Fix

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I was going to write a post about PPC Tips for Valentines campaigns, but as I started to research screens and brand positioning for the main Valentines product areas, I discovered a whole heap of things not working as they should, and a lot of tricks that are potentially being missed for both PPC and SEO.

I also found many things that could affect your bottom line, or issues that you may want to look out for before the busiest shopping period before Valentines Day gets underway…

I don’t mean to point fingers as things go wrong with e-commerce all the time, but a lot of these issues I see time and time again and many have simple fixes so I have used the actual examples I came across while doing my research that are currently live.

A quick check now, or a few additions now could save you a little more in advertising costs and make you a little more in sales revenue so don’t shoot the messenger! :-)

(disclaimer: some of these issues may depend on your last delivery dates, regularity of search engine indexing and red-tape you have to go through before you can make any changes!)

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Yahoo has the Answers

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Today I have a nice simple post, with all the hype about content marketing I’m going to show you an often under looked tactic which can help not only with ideas for content generation but also will help if your testing how to increase the conversion rate of your website.

Lets introduce Yahoo Answers  there’s a number of websites similar to this Quora is a popular choice but today I’m going to talk about how to use Yahoo Answers. (more…)

Bryan Eisenberg on “Using Google To Lift Your Conversion“

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At Fusion Marketing Experience it is all about experience (the title says it all right?) and how you should look at different channels and integrate them: Think about what you are doing.

When it comes to both ‘experience’ and thinking about what you are doing Bryan Eisenberg is the person you want to have opening the day on your conference as keynote speaker. He shoots tips like he’s shooting hail and will get you wide awake early in the morning.

His keynote on day 2 of Fusion Marketing Experience was a talk about how you can better optimize your PPC efforts by looking at who you are targeting. The good thing about this talk however is that everything he explained can simply be transferred to any other channel where you can do the same. (more…)

Winning Strategies and KPI’s for Search Marketers – #SMX Munich

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Two great sessions from Dr Karl Blanks, and Ian Howie from Conversion Rate Experts. Many conversion areas have been covered in previous posts, so this post covers the second part of the session Key performance Indicators.

What are KPIs (Key Performance Indicators)?

“Measures that help you understand how you are doing against your objectives.” – Avinash Kaushik, Author, Digital Marketing Evangelist at Google, Co-founder of Market Motive

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What can I say? Say it with words

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This is a guest post by Laura Kluinhaar-Sloet, who is responsible for customer relations at Exxtra. Like this post? Let us know!

Somebody important must have said that creating content isn’t a main focus point for a website.  There must have been someone, somewhere, on some conference, in a book, or on tv. It must have been said. Why? Because I meet website owners all the time that seem to be afraid of content. It’s either the ‘I’ll send over some brochures and you can copy that content’ attitude or the ‘everything we have ever written should be published on our website’ point of view (including that fabulous newsletter from 2002).

Nobody wants to be bothered with content, it seems. Why is that? Isn’t it the single most important thing on a website? (more…)

Ranking Reports that Inspire Focus and Decision Making

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Reporting on the success of your SEO work by using ranking reports alone doesn’t really paint a full picture. Good SEO should be about way more than just improving rankings; for starters is your client making more money, how’s their organic traffic growing, what does their brand look like online? Using ranking reports in conjunction with other metrics can provide a wider picture of how your website is performing and help to educate the client as to what they are getting from SEO, and what areas might need more attention.

However, despite explaining other important KPI’s and trying our best to explain how to measure true success and value; the one thing clients often want to know about first is where their pages are ranking. Sometimes this question can come before discussing traffic, conversions and other such metrics that actually make a real difference to their business. (more…)

Copywriting for Conversion

This is coverage of the session “copywriting for conversion” at A4U Expo. The session was run by Dr Karl Blanks from Conversion Rate Experts.

Proven strategies to increase sales

Step 1: Become able to sell the product face to face

Know how to take that information and apply it to the website. Speak with real sales people understand the questions that your customers ask. Make sure you address most of the key questions. (more…)

Google Analytics rolls out Multi-Channel Funnel reports for all accounts

Google has announced that as of yesterday (August 24) all Google Analytics accounts will have Multi-Channel Conversion Funnel reports available. Previously available to only a limited amount of accounts, Google has now decided to roll out this feature for all users in the new version of Google Analytics.

Below is a short video from Google explaining what these Multi-Channel Funnel reports are:

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Maximizing conversions in a client-agency relationship

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Many of our readers here on State of Search are online marketing consultants, (in-house) SEO’s, web analytics report monkeys (face it) or evangelists -  or are one way or another dealing with client – agency relationships when working on online campaigns. Hopefully this post will help you get some more ideas on how to get better results in your effort on optimizing campaigns by working closely with your client.

Once you have done all the best you can to try and attract more traffic to your (clients) website and have done some testing to increase the conversion rate you still want to get even better results. Hopefully this post will be able to look at often overlooked ways on how to do so. (more…)

Above The Line, PPC and SEO – It’s a “Brand” New Game

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First up, an apology. This is less of a informative post and more of an open-ended question to all marketers, and not necessarily for just those that focus on online or search marketing. I’m looking at brand, budget, media and ROI. And testing. Lots of testing.

Being an SEO at OMD, a full service media agency born from a purely offline media buying and planning service, for the past 11 months has been an eye-opening experience. Only half the people in the agency work in “digital”, so getting down on a campaign level as far as  ”search” or even more granualar “SEO” can be tricky.  I hold my hands up, I understand next to nothing about how offline or “above the line” marketing works. It’s too easy to become siloed and work almost completely separately. You get so used to assuming that my link building has no relation to their outdoor advertising that integration is something that needs hard hard work, daily hard work, in order to make it happen. (more…)

Extreme Makeover , The SEO Edition – London SMX

The graveyard session was possibly the best of the day with a challenge in actual SEO.

Rob started the session with the motive of having the session. 4 SEOs proving that the stuff they do actually works. The challenge was to take a website not ranking within the first 5 pages and to get it to rank within 3 months. They couldn’t risk any other blackhat tactics.
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