May 2014

4 Tips For Conversion Optimisation

What is Conversion Optimisation? All digital marketing activities around websites activity are focused on two things: bringing in more traffic to your website, and increasing the number of conversions of those onsite. Conversion rate optimisation (CRO) is the later, and deals with the nuance of what drives someone to convert. Depending on your original site, CRO done well will typically improve conversions by more than 15%.

Basically speaking, CRO  is the method of analysing visitor feedback, website analytics, and user behaviour  to increase the rate that visitors ultimately convert into customers. This could be subscribing for membership, signing up for your newsletters, making a purchase, hiring you for your service, generating leads, or something else that will get you to your goal (be it profit or non-profit).

1. USE BUTTONS INSTEAD OF TEXT LINKS

Your calls-to-action might have text links so I suggest that you change that into buttons. Buttons have higher click-rates because they are more obvious than text links making for an increased conversion rate. With the right positioning of the buttons, colour, contrast and the obviousness in your call-to-action, your conversion rate can increase upwards of 15%.

2. ONLY ASK FOR INFORMATION THAT IS ABSOLUTELY NECESSARYDropbox Signup form. See Dropbox.com

Source: Dropbox

If you’re like me, when you see a form asking for too much information that’s not absolutely necessary, you’ll give up the minute you see a form.

Instead lets look at a good example from Dropbox form for example. Sign up forms like these have more chances of conversion because they do not ask for unnecessary information that might deter the customers from signing up. Shorter forms are proven to increase conversions.

Of course this is a balancing act. You may want to collect more user information to profile your customers and improve your marketing in the future. If this is the case, you might want to try a 2-step form so as not to intimidate the users on first glance. You can also obtain some user characteristics through tracking software instead.

3. USE CLIENT TESTIMONIALS

Client testimonials allow you to back up what you are saying with clear examples.  Sure, you claim that you do a fantastic job or sell high-quality products or whatever else it is that you offer. That may be so, but is that enough? It’s often not enough for your prospective clients to take your word for it. Sometimes, they need the words of others. In your case, the words of your past and present clients. Think of your Testimonials as a supplement to your portfolio to make it more credible.

4. IMPROVE WEBPAGE LOADING SPEED

Generally speaking, webpages with a slow loading time decreases the conversion rate.  Here is a tool to help you determine your webpage loading speed from Google. For those with WordPress sites, the loading page may also be affected by the plug-ins installed. You may use this Plugin Perfomance Profile to determine which of the plug-ins is/are the culprit(s).

Was this article helpful? For more CRO suggestions, feel free to get a consultation from us. We, at Walter Analytics, will be glad to be of service. Check out my other CRO article on how your colour choices affect conversions.

 

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Keyword Research Basics – Part 2

Keyword Research Basics - Part 2

Last week, in Part 1 of this series, I introduced to you some basic tools for keyword research that help you find the terms used widely by people to search online.  I’m assuming you have a set of keywords listed on hand. If you don’t, it’s not too late to read Part 1 of Keyword Research to try out the tools and come up with a list of keywords. In this post, I will tell you how to choose the keywords that are going to give you the best results in search and SEO.

So you have a list of keywords widely used by people to search over the internet using various search engines. But wait a sec! We’re not done yet! The next step would be choosing which of those keywords are targeted and determining how to make them “qualifying” keywords. Qualifying Keywords are keywords that make sure that you receive only the types of visitors that you want, and as few people click on your ad who are not going to do anything on your site. Qualifying keywords are the equivalent of a security guard to keep undesirables out of your store and messing up the place.

Online, the trick is to determine which keyword gives you the best bang for your buck by keeping in mind the mindset of the consumers.

To understand this, it helps to know that there are only three types of searches used online, and they align with 3 mindsets of a searcher:

  • NAVIGATIONAL. These are searches made for an online destination. (think Facebook, Pinterest, and YouTube)
  • INFORMATIONAL. These are searches made to find out more information about a product, service or organization before  they actually make a transaction. (searches such as “Great Barrier Reef” or “iphone features”)
  • TRANSACTIONAL. These are searches made because the consumers are actually looking to buy whatever they are searching for. (in contrast to above, searches such as “Hamilton Island Activites” or “buy iphone online”)

With this in mind, you can see that having your ad on Navigational keywords is unlikely to find customers, on Informational is likely to have more success but you really want to find the searchers in the Transactional mindset to get the most “qualified” clicks.

Let’s take a look at the list of keywords below for example. You can compile such a list using the tools for your site using the tools mentioned in Part 1 of this series.

 

wanted shoes	33,100 shoes online	22,200 mathers	12,100 dc shoes	8,100 shoes online australia	6,600 sneakers	5,400 cheap shoes online	2,900 dc	8,100

 

Let’s say, for example, that you own an online shoe store and you came up with keywords using the tools in Part 1. You must now decide if the keywords will be used as Transactional, Information or Navigational; and why that matters.

Let’s take the keyword wanted shoes as example.

Since Wanted Shoes is an online store for shoes, searchers for this term are most likely looking for a specific thing so it is a “navigational” query. Unless you own Wanted Shoes, it would be folly to advertise on this term as most searches are looking for this store only, and would probably not be open to alternatives. Any clicks you attract are likely to be accidental.

In keeping with this frame of mind, A query such as dc shoes is likely to fall into the category of “informational” while the terms that include online shoes are more likely to have searchers looking to purchase shoes online. You will quickly note that categorising the type of search queries is dependent on the industry.

So why does all of this matter? It all comes back to qualified clicks and the fact that keywords cost on a per-click basis. Qualified clicks and leads will mean a higher conversion rate.

Take note that this does not only apply to retail but all industries. The key here is to look for the keyword that works for you while taking note of the mindset of the consumers.

We hope you enjoyed this series. To aid you in your Keywords Research for your AdWords campaign, you can visit us at Walter Analytics. We’ll be glad to help you out.

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Keyword Research Basics – Part 1

WALTER ANALYTICS PRESENTS

When starting a new campaign on AdWords, you should not only have attractive copy as your ad but you should think about the keywords used. 

How does one go about finding the keywords that people actually search for? Part 1 of this 2-part series will focus on Google Keyword Planner and Google Trends for keyword research for PPC campaigns. I will tell you how to find out what keywords people actually search for. In part 2 I will tell you how to choose which keywords will give you the most bang for your buck.

Source: Google

Source: Google

WHAT IS GOOGLE KEYWORD PLANNER?

Google Keyword Planner, as a free AdWords tool, is where you lay the groundwork for your Google AdWords campaigns. It’s perfect for beginners and a mainstay in the pros arsenal. From there, you can search keywords or ad group ideas (if you’re a beginner) and even expand already existing keywords. You can find Google keyword planner from your Google AdWords account, which is free to setup if you don’t have one already.

HOW IT WORKS

The Keyword Planner works by helping you search for ideas when trying to find keywords for a  new AdWords campaign. It also works when you need to expand your  keywords for existing ad campaigns.

But Keyword Planner does not stop there! Aside from helping you choose viable keywords, it has an added benefit of letting you track the historical statistics, suggested initial bidding price, traffic estimates and search volume. It also lets you target results by location, language and network settings. Aside from that, you can also customise results by date range letting you filter through seasonal trends and compare various date ranges. You can also filter results by historical statistics, keyword options and also include and exclude ideas.

WHAT IS GOOGLE TRENDS

Google Trends is a platform that lets you check out the search volume of keywords over most of the history of Google. It is a platform that lets you determine the performance of a keyword and how frequently it is being searched over the internet from as early as 2004 to present!

HOW IT WORKS

Source: Google Trends

Source: Google Trends

Google Trends works by analysing the number of Google searches in the past over the Google searches made over the same time. It is possible to queue up to 5 words or topics and will be displayed in a Search Volume Index Graph to compare volume of keywords over time. Google Trends also displays Hot Searches containing data of the top searches in Australia. Google Trends also analyses trends for images, games, people and movies.

You can also set up Google trend alerts. This lets you get regular emails letting you know changes in the volume of keywords that you are tracking.

So, there it is. With these tools, you can make a list of keywords that your customers are searching for. I am constantly surprised by terms that churn out the highest volume through Google Trends, or terms that are available and cheap through Keyword planner. In next week’s Part 2 I will run through some tips on how to really hone in on the keywords that will be qualifying keywords and the best ROI. 

Was this article helpful? To help you make Keyword Search work for you, visit us at Walter Analytics.

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The Basics of Content Curation

Content curation as a part of a content creation strategy is done for various reasons. But, ultimately, it is done to disseminate information relevant to your niche. With a multitude of information being uploaded every second from YouTube, twitter, Facebook, blogs, and articles from authorities journals; one might find it a daunting task to sift through all this information.

But, hold your horses! We’re not saying you should get each and every new information that comes your way and curate them. Remember that content curation isn’t only about disseminating information. You have to do it with building your authority in mind. Your target audience should trust your insights about the content you are curating. You can’t just share every article without thoroughly understanding what it is all about.

WHAT IS CONTENT CURATION?

Somewhere between hitting the “share” or “retweet” button, and writing whole articles on original ideas lies content curation. On existing news articles in your field, your audience will want to know what you or your organisations views are. Content curation allows them to not only find out what news is relevant to them, but what it means to them and what you think about it.

HOW IT’S DONE

Here’s a diagram I made about the content curation process. It’s quite simple, really. It’s only a matter of searching for relevant content, curating said content and then sharing it. Simple!

search > content curation > Share

1. SEARCH

As discussed before, the first step is to search for content. Not just any content, though. The first task is to search for RELEVANT content. Something that is related to your niche. Always be on the lookout for information that is relevant to your audience. Subscribe to blogs and industry journals, and follow authorities on twitter and Facebook. You probably are already; you can leverage this for your content strategy.

2. CURATE

Now, you must be thinking that content curation means just posting and whatever relevant article you see. You can do that (if you want) but remember that not only are you curating to build your authority in that certain niche, but you are also building a relationship of trust with your audience.

You may have noticed that here at Walter Analytics we have streamlined our curation strategy in our social media accounts, especially our Facebook Page and our Google + Page. Instead of posting a few choice sentences from the article itself, we chose to write annotations with our insights of the featured article. Not only are we presenting an article, we also want to present our insights and thoughts about the topic. That way, our audience will know that we fully understand what we are presenting. It’s  a solid way to build credibility.

3. SHARE

The last step of the content curation process is to share the curated content. There are a lot of media to choose from when it comes to sharing your curated content. Walter Analytics uses Facebook, Twitter and Google +.  But before you do share your curated content, do not forget to check the following:

  • Spelling
  • Grammar
  • Character Count (Twitter has a 140-character limit)
  • Credit where credit’s due – avoid plagiarism

PARTING TIPS

Before we end this discussion, let me impart some useful tips you might want to keep in mind for future use.

1. BE CREATIVE

Present your curated content in such a way that will impress your audience. You will want them to stay tuned to your posts.

2. DECIDE ON YOUR POSTING FREQUENCY

In this case, less is often more. Do not barrage your audience with a lot of information. Let them sort through the information you present one by one.

3. READ THE ARTICLE YOU ARE ABOUT TO CURATE

Focus on sharing articles from trustworthy sources and before you feature the article, READ IT FIRST. Take advantage of the information presented so you can use it in the future. Reading ahead will make for easier annotation writing, too.

Did you enjoy this article? If you are interested about the services we offer, please visit us at Walter Analytics for your Digital Marketing needs.

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