Part 4 of 5 : Your website visitors are much more than page views. They are people that take various actions (or not) when they get to your site. It’s important to understand as much as you can about them. Due to Google’s powerful network they have a lot of information on your users. You may as well use it to get to know your real audience.
– Who are they?
Knowing exactly who your visitors are is useful because when you first choose your audience you are usually just making a guess on the best audience so that you can create marketing materials and products and services. But, once you have your site live and your products selling, checking up to ensure that you’re still marketing to the right people helps tremendously.
– Where did they come from?
How your audience finds you is an important thing to know. Because if your audience is finding you more from one location over another, you need to up your activities there so you can get more of that traffic. In Google Analytics, you can find this information under All Referrals.
– Where is your audience located?
You can use the Geo Location area of analytics to find out where your audience lives. Even if you’re marketing worldwide it’s good information to have, because the location of your audience does help you make some assumptions about their personalities and values.
– What do they do on your site?
You can map what each visitor does on your site so that you can see which menu items are most popular. This can help you determine what type of content you should put more of on your website. Put more of what they’re reading and viewing on your site to attract even more visitors like them.
– What do they want?
By analyzing where they go, how they interact and so forth, you can make some assumptions about what they want from you. If they’re reading blog posts, do more; if they watch and share videos more often, do more of that.
– Where are their conversion paths?
Knowing the steps, a user takes to reach a buying decision is important, because it can help you create paths that work for your visitors based on the conversions already made. This information can help you optimize your sales funnels.
– What information do they comment on?
If you have a forum, or have opened comments on your blog, or get emails from people who purchased something from you, what information do they comment on most? Is it positive, negative or indifferent? With that information, you can create more content that gets bigger responses.
Any information you can get on your visitors will help you improve not only your website, but your entire business. You can learn so much by what your current visitors do and don’t do on your website, then use that information to make everything run more efficiently.
Once you have the hang of collecting and analyzing data you can take the process even further by doing A/B testing.
One of my favorite ways to do this is with Google Analytics. I like it because it’s free and it works!
Basically, A/B testing consists of having two versions of whatever you’re testing that are very slightly different. You then divide the traffic between the two versions and see which one converts at a higher rate.
While this seems simple enough most marketers don’t do it, even though it been proven that website owners who conduct proper A/B testing experience higher conversions and a higher return on investment (ROI) than those who don’t.
– Create your marketing copy
Whether it’s a sales page, newsletter landing page or something else entirely, create the designs in twos. You want to create two landing pages (A and B) that are slightly different. For example, perhaps each page has a different image on it, or a different headline, or perhaps a different buy/call to action button.
– Upload the pages to your website
You’ll need the URLs of the pages that you want to test. Make sure when you collect the URLs that you name each test page so that you know which one each URL is assigned to. Keep track of it all to ensure that you don’t get mixed up, so that your results will turn out accurately.
– Set your goals
Obviously, your goal is to make more money and increase your return on investment. But, you will have many different conversion goals, such as newsletter sign-ups, freebie downloads, sales and more. Choose an “experimental objective” within Google Analytics to create your goals. You can find this under Behavior and Experiments. Just click “Create Experience” to get started.
– Name your experiment
Choose names for your experiments so that you can identify which page is working best during the testing. Once you’ve done this you can set your goals under “objectives for this experiment”. You have several choices such as AdSense, ecommerce, and many other goal metrics. Choose the best one for your test.
– Run the test
Once you have it all set up and uploaded, you can let it run. Keep checking up on your statistics as often as you can; at first you may want to do it daily, then maybe weekly. Let it run long enough that you’re positive on which test, A or B, worked better.
– Pick the best conversion page
Remember that conversions and clicks are nice but money is the point. There are always possibilities that the most clicked and trafficked page is not the one that makes the most money. Therefore, it’s imperative to run the experiment long enough with enough variables to notice.
For example, don’t sign people up for the same list even if the series is the same; that way you know which list is filled with either A or B respondents.
When you know what your goals are, and test to find out how accurate you have been designing sales pages and landing pages for your audience, you’ll soon see much better results and at conversions.
I hope today’s lesson was helpful to you. Don’t forget to keep an eye out for my next email. There will be some great stuff in your last lesson.
Until then, David Belton
This concludes part 4 of 5.
P.S. Do you have questions? Please feel free to ask just use the “Contact Us” form.