SEO and Digital Marketing Sales Analysis
“I followed your directions and did what you said and I’m getting 500 visitors a day from Google. But they still aren’t buying my product.”
Never minding that some small businesses would be deliriously happy with 15,000 extra visitors a month – what do you do when the plan you had to increase their traffic doesn’t give them the results they want?
You re-evaluate your plan.
Did you target the right keyword? Do the keywords actually relate well to the product or service. Are the pages ready to convert? How’s your lead capture system? Do you even have one in place for retargeting?
You’ll need to ask yourself all these questions, and more, but before you even get to that, here’s the thing that doesn’t seem obvious, the thing you have to resolve before you can move forward.
There’s some outside chance that an increase in search engine traffic just isn’t the right way to solve their sales problem.
What’s more likely is that you have made one of the following mistakes or oversights. Make sure that the reason your search engine traffic isn’t converting is for one of the following reasons before you abandon all efforts.
1. You’re trying to generate more traffic than a particular keyword can provide.
There might not be ten thousand people online looking for how to make Star Wars Lego Millenium Falcons every day. If your area is obscure, find out how much of a traffic yield you can expect from search engines, get as much of it as you can, then move on.
2. It would work if you would do all the steps.
In every marketing plan, you’ll have to work on optimizing both your content and how it is found. Depending on your website and how it delivers its information, how frequently it does so, and how many sites are linking to it, and a host of other factors, whether you’ll have to lean more on updating content or links will vary.
There’s no easy cookie cutter-one size fits all solution, so do all the suggested steps for sales success.
3. You don’t have a plan. Not really.
You know what they say about a failure to plan. If you don’t, trust me, it isn’t good. Have a clear and defined goal. If you don’t know what to set it on, base it on an increase in revenue. Think backwards from the increase in buyers you would need to make the kind of money you’d like. What is the value of each sale to a business.
4. You’re using the wrong plan.
Not every traffic generation method you can leverage for search engine traffic is good for every site or business.
While it’s true that the proper blog configuration can turn your site into a search engine magnet with the right SEO plan, that isn’t the only reason to blog, and it doesn’t mean that just any platform is suited to your site.
By all means, don’t stop blogging because no one is reading your blog – find out why and address that problem. It could be that they can’t find it.
5. You’re paying no attention to Google and Bing analytics, so you have no idea what changed and when.
Getting 5000 visitors a day to a site that was getting none is a triumph to be sure. Getting 300 more visitors a day from search engines to a site that used to get 1000 search engine visitors a day? Not so much.
You need, at bare minimum, a starting place to compare to, or else how do you know you’ve gotten anywhere?
6 – The online traffic plan is fine. Your conversion plan isn’t so hot though.
If Google sends you 5000 visitors and they land on a page full of huge banners, they’ll just leave. Give every page a clear purpose, and make sure each one has the ability to get your visitors to buy, subscribe, join, or whatever you’d like them to do, right then or on another day. Adsense money is nice but it doesn’t make sales.
Those are the six most common ways that search engine traffic can leak back out of your site. Even if one of those doesn’t solve your search engine traffic problem, if you take action on each applicable point, it will at least help you get more out of your existing traffic.
Creating a culture of process improvement, whether you are operating an e-commerce store or traditional brick and mortar establishment is vital to success and increased profitability. There are many tools available for defining, measuring and analyzing a business process to identify potential problems and more importantly find areas of improvement. Although several methods exist for data analysis, in this article we will review the use of charting tools.
Specifically we are now talking about tracking our website traffic and how it relates to more conversions and sales for your business.
Analytic charting tools have been around for awhile now, popularized by the wide spread Six Sigma initiatives at major corporations like Home Depot and General Electric 20 years ago, which help reduce costs and waste while at the same time improving quality. Armed with accurate data sets it is easy to see with the use of charting tools how processes are performing and when they aren’t to make necessary corrections on the fly.
Data Analysis Tools
Some of the more popular data analysis tools available are run charts, paretos, control charts and histograms. Although each has a different purpose, for example a pareto could be used to track and identify historical customer complaints with a given product while a control chart can be used to monitor the variability of a process.
We love Pareto Charts because they are an excellent way of graphically representing the 80/20 rule as it applied to nearly all process-related issues. A Pareto Chart is built through a process of segmenting the range of available data into related groups. For instance, if you wanted to investigate why online shoppers were abandoning their cart before checkout, you could segment the data as follows:
* Shoppers who dropped out when their credit card data was requested
* Shoppers who dropped out when their name was requested
* Shoppers who dropped out when their address was requested
* Shoppers who dropped out when their telephone number was requested
* Shoppers who dropped out when shipping charges were calculated
*Shoppers who dropped out when tax was added
You would then identify these drops and add new groups to the chart until you had listed and identified every step in the checkout process where cart abandonment was experienced. With the use of a chart like a pareto it is very easy to begin to visually identify problems and establish trends without having to rely on anecdotal or heresy testimonials. From an overall business performance perspective these charts can be systematized and compiled into periodic visual style dashboards making it easy to quickly review key business metrics without having to get bogged down in data analysis paralysis.
To stay competitive in most businesses today online or brick and mortar, especially when it comes to the cut throat world of Internet Marketing, the never ending cycle of improving processes is critical to continued success and profitability. Establishing a culture of continuous improvement with the use of data analysis and charting tools can help to ensure the business is operating at optimal performance.
Orange County SEO
Huntington Beach Digital Marketing Agency
5904 Warner Ave
Huntington Beach, CA 92649
Phone (800) 451-7085