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Planning an Effective A/B Test

Published October 1, 2014
Our websites are living, breathing entities. They are the voice and face of our brands, and often the first touch point for customers looking for information about the product or services we sell. Websites should never be unchanging and static. Instead, we need to constantly tweak, test, and improve our sites to ensure we are getting the best possible results. A/B testing provides one of the most effective techniques for making informed decisions about improving our sites.
However, A/B testing should not be approached without developing a carefully considered plan. To develop that plan, ask yourself a few questions.

 

Measuring the Marketing Performance of Different Content Types

Published September 24, 2014
Your business’s website exists to sell products or services to potential customers, and it does so in a variety of ways. From informational pages to videos to technical documents to your company blog, these different content types are all working to push visitors to convert. But what content types are doing the best job? How do you know?

 

Showcasing Organic Traffic Results using Megalytic

Published September 19, 2014
Here’s a question:
After researching keywords, optimizing landing pages, writing interesting and relevant content, fixing crawl errors, and everything else you’ve done to transform your company’s website into a search engine magnet, how do you showcase the results? How do you demonstrate the benefit of your SEO efforts to clients or internal stakeholders to prove the ROI?
One way is to cut and paste charts and tables from Google Analytics and Webmaster Tools into a Word document and email it to your boss or client. But, that is a lot of tedious work. Particularly, if you have to do it every month, for a bunch of different websites. Or, if you’re doing it for an audience who may not understand what those charts and tables mean in the first place.
And maybe you’re not a Google Analytics guru. We’re all pressed for time and few of us have mastered Google Analytics well enough to quickly pull up exactly the data we need and assemble it into a compelling report.
Thankfully, there’s a better way - with Megalytic.

Elements of an Effective Web Analytics Report

Published September 17, 2014
You’ve been tasked with delivering monthly analytics reports to your boss or client. You want to make sure you show the right data and that anyone who reads the reports will understand the value the website is driving.
Sure, you can export a few quick PDFs from Google Analytics and call it a day, but how can you ensure the data makes sense to people who don’t spend every day looking at statistics and graphs? How do you create an analytics report that your client, and your important internal stakeholders, will understand, appreciate and – just as important – take the time to actually read?
Below we break out important tips for creating effective analytics reports. We’ll show you how to create a report designed to communicate the value of your online effort, built specifically for the people who need to see it, regardless of where they sit within an organization.

Improving Social Media Strategy with Google Analytics

Published September 12, 2014
You’re tweeting, you’re posting, you’re linking and you’re following. You think social media efforts are going well for your company, but how do you really know? You know by using Google Analytics to help identify your wins and your failures, and then acting upon that insight to make improvements.
Assuming a key goal from your social media efforts is driving traffic to your website and converting visitors into customers, Google Analytics can help you create better campaigns by identifying the social media networks and content that send you the best traffic. Once you know, you can focus more attention to them and increase ROI.
Below, we offer a few tips and examples of how Google Analytics can help you to get the most out of your social media efforts.

Megalytic Upgrade - September 2014

Published September 11, 2014
On September 10, 2014 we released a major upgrade of Megalytic. You can log in to your account to check out the new features or start a 14-day trial.
A few of the key new features are highlighted in this YouTube video and this press release.
Some of the key features added in this release are:
  • Pre-built report templates for SEO, Paid Traffic, Content Overview, Conversion, and more.
  • Multiple user support. Add additional users to your account. (Agency and Enterprise Plans).
  • Drag and drop report building interface. Now, you can simply drag widgets into your report to place them exactly where you want.
  • Combine data from multiple websites in a single chart or table using the new "Metrics by View" widget.
  • White Label features now included in all Standard and above plans.
  • Display data quarterly (in addition to daily, weekly, and monthly).
  • Support for demographics data from Google Analytics.

Reporting on Digital Marketing Performance in Local Markets

Published September 10, 2014
Let’s be honest: The default Google Analytics interface is great for getting a general view of how your brand is performing online. But, if you’re hoping to segment that performance by region, that first view isn’t going to help as much as you’d like. In fact, it’s barely going to help at all. You need to dig deeper.
Looking at data by region is crucial for businesses serving customers in different local markets, as customer demographics, needs, spending habits, and income will all vary by region. Whether you’re an in-house analytics professional or part of an online marketing agency, you need to be able to report statistics on a more local level.
How can marketers use Google Analytics to better report on local markets? We cover it below.

Social Insights From Google Analytics

Published September 3, 2014
You’re spending the time investing in social media – updating, tweeting, sharing, liking and applying filters. But is all that activity driving website conversions or is it failing to make an impact?
Do you even know?
We may understand the importance of active social media profiles and a regularly updated website, but most of us still have trouble connecting the dots from social to Web. If you’re linking back to content on your site via social posts, you want to know how many people are actually clicking through to that content and what they’re doing on your site after the click. If your primary focus is social engagement, not linking sharing, you want to find out how that’s affecting your bottom line.
Thankfully, Google Analytics offers a Social section to provide easy access to this data. Here, stats are broken down to the level of social network, as well as specific URLs shared. Each of the reports mentioned in this article can be found by going to Acquisition > Social from the main reporting review. What can Google Analytics’ Social reports tell us about our visitors? We’ll break it down below.

Remarketing with Google Analytics

Published September 2, 2014
People are visiting your website, they’re checking out your products or services, but they’re not converting or buying. It’s frustrating – right? We’ve all been there.
Some folks need an extra nudge to move from browser to buyer; remarketing supplies that nudge. With Google Analytics, you can isolate visitors based on their behavior, and create a remarketing list to show them targeted ads and nudge them toward conversion.
While it does take some setting up, the results are worth it. Here’s how to do it.

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.