If you can't measure it, don't do it!

... as Peter Drucker, regarded as the father of modern business management practice is noted for saying, "if you can’t measure it, you can’t manage it".

And if you can't manage it you can't control its effects or impact on what you are trying to achieve.

I would go one step further and say that "if you can't measure it, don't do it!". Unless, of course, you are prepared to make, at least, some small effort in the attempt.

And, I would add, that it should apply to every form of marketing activity regardless of the medium.

Tags: Analytics | Conversion | Google Analytics | Advertising | Internet Marketing

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Track email campaigns with Google Analytics

If you are not tracking the success of your email campaigns then you are missing a huge opportunity.

Assuming that you do have Google Analytics installed (if you don't then do it now!) you can measure the interest different offers have on your email recipients.

By tagging links in your email campaigns Google Analytics can segment the clicks each link gets and you are able to monitor the conversion rate and success of each.

Tags: Analytics | Conversion | SEO

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How many web sites, once built, are almost abandoned?

What do I mean?

How many web site owners ignore the potential to communicate effectively with their visitors and Potential Customers.

Every visitor, well, almost every visitor, is a potential customer. Why would they have taken the trouble to search you out or click on your search result in Google or any of the search engines?

• Do you know what they were looking for?
• Do you know if they found it?
• Do you know what search engine they used?
• Do you know what they did on your web site to try and find it?
• Do you know what actual keyword or phrase they used to find your site?
• Do you know what pages/content they read?
• Do you know what pages or content they find of most interest?
• Do you know how long they stayed or how many pages they looked at?
• Do you know if they ever come back?

If you answer no to any of the above then you've abandoned your site, albeit unintentionally.

Tags: Analytics | Web Optimisation | Conversion | Google Website Optimizer

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The importance of optimising landing pages

I had the pleasure, recently, together with Ann-Maree Morrison of Labels4Kids, of being involved in a Making Money on the Internet workshop entitled Labels, Links & Lolly run by FEAT (Falkirk Enterprise Action Trust).

Ann-Maree gave an outline of her company's history and experience of setting up a sucessful online ecommerce business. Over the last 4 years she has built the business up from nothing to turnover in excess of £180,000.

She gave an outline of the many areas to be considered in relation to finding, getting and converting visitors into customers convering both SEO and WSO (web site optimisation).

Tags: Conversion | Web Optimisation

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Amazon - Progessive and incremental changes for higher conversion

If you've been on Amazon.co.uk recently you will have noticed they are celebrating their 10th anniversary. How many can remember what Amazon's site looked like 10 years ago?

I can't remember either but I know it looked nothing like it does today!

Amazon UK's big brother is three years older being launched in 1995 and this is what it looked like when it first arrived on the scene (on the right):-

Amazon re-design or Evolution?

Today is looks a lot different (below) and looks like it's gone through some major re-design since first being launched when it just sold books.

Tags: Analytics | Web Optimisation | Conversion

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