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Tag: Should

5 Reasons Why You Should Use Google Experiments

August 17, 2019 No Comments

Google Experiments is an A/B testing tool that is available within Google Analytics interface.  This post is not about what A/B testing is, why you should conduct A/B tests and what other tools are available but really to make a case for using Google Analytics as your testing platform.  I am not getting paid to write this or have any affiliation with Google. This post is in response to a question I received from a reader of my blog.

  1. Free –There is absolutely no cost for the Tool. You can’t beat Free, it is a great way to start with A/B testing and learn about how testing works. I strongly recommend that you try this tool before moving to more sophisticated paid tools. Additionally, if you are just trying to make a case for Testing within your organization then cost does become a barrier and this tools removes that barrier.
  2. Easy To Setup – Easy to use wizard allows you to choose the pages to test and setup test parameters.
  3. Easy Implementation – Once you are done with setting up (point 2 above) the page(s) you want to test, you have to implement some code on your site.  It may sound daunting but that code is very easy to implement. Google provide you the code after your setup is done and all you have to do is stick that on your pages.  Since you already have Google Analytics installed, you are already half way through. Easy setup makes it easy for you to cross the IT/development team barrier.
  4. Setting up Objective– If you have already defined the Goals in Google Analytics, you can use them as the objective of your test. During your setup you can pick a goal that you have already defined in Google Analytics as your desired optimization objective. If you have not defined them already then you can quickly define them while setting up your test.
  5. Segments – Many tools just gives you the final results based on the data of entire population or based on some predefined segments.  In case of Google Experiments, you can pick Segments that you have defined in Google Analytics and see how each variation is performing for each of your segment. Since not all segments behave in similar fashion this kind of analysis helps you drive even more conversion by understanding which variation of your pages(s) work better for which segments.

Keep in mind that no matter how good your conversions are, there is always a room for improvement and A/B testing helps you with it. As Bryan Eisenberg would say, Always Be Testing.

This post was originally posted on http://anilbatra.com/analytics/2013/11/5-reasons-to-use-google-experiments/


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SQL for Marketing Analysis – All Google Analytics Analysts Should Know

July 23, 2019 No Comments

Marketers and Marketing Analysts generally depend on the tools or IT department to help them pull the data for marketing purposes. There comes a time when they can’t just wait around for IT to help them data pulls and manipulations.  They have to know how to do it on their own. This course is for those marketers who would like to know how to use SQL to conduct their marketing analysis.

The course uses MYSQL to show how SQL works but all the leanings and syntax are applicable to other databases as well.  Sign up for SQL for Marketers and Marketing Analysts

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Your First Google Ads Campaign: Everything You Should Know

May 20, 2019 No Comments

This article goes over the very basics of getting started advertising with Google Ads for someone with little to no experience.

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Five ways to improve your website’s bounce rate (and why you should)

March 30, 2019 No Comments

Bounce rate is the percentage of site visitors that land on your website and leave before viewing a second page. You can easily determine your website’s bounce rate by setting up Google Analytics.

Now, if you’re thinking this isn’t such a big deal and that as long as they visit your website, irrespective of how long they spend on it or how many pages they view, they at least know your business exists, that’s not good enough. The longer visitors stay on your site, the more time you have to turn them into subscribers and customers. But how can you convince users to stick around longer and visit more pages?

Luckily, there are a number of easy and free ways to improve your website’s bounce rate and grow your business.

Here are five ways to improve your website’s bounce rate

1. Create content consistently

Creating content consistently is one of the best ways to keep users around longer and get them to view multiple pages. Useful, engaging content will drive traffic to your website. Once that traffic is there, they’ll stick around, keep reading, and eventually become a subscriber or customer if you have a wide array of informative blog posts for them to read. In fact, according to HubSpot, companies that published 16+ blog posts per month got about 4.5 times more leads than companies that published zero to four monthly posts.

So, create a content plan that’s consistent and offers something for everyone. Not everyone prefers written content, so include a mixture of formats such as written, video, infographics, audio recordings, and more.

Another important tip for your content: Practice effective internal linking. Relevant and useful internal links sprinkled throughout your content can guide users to more of your awesome content and keep them reading.

2. Add images and videos

Speaking of a mixture of formats, to improve your website’s bounce rate, be sure you add eye-catching images and videos to your website. Many users won’t spend a lot of time reading your website content, so you need to grab their attention with images and videos.

Add a large high-quality image or video to your homepage to grab the attention of viewers as soon as they see your site. Most websites do this while keeping everything else on the page simple, like the Panera website for example.

Example of images and video for website content

 

Image Source

If you don’t have the means to hire a photographer, you can find a ton of stunning, free stock images on a site like Unsplash.

3. Speed up your site

You may not have realized it before but your website speed is important for improving your website’s bounce rate. In fact, according to Google, 53 percent of mobile site visitors leave a page that takes longer than three seconds to load. And for every extra second that your page takes to load, the probability of users bouncing dramatically increases. So, don’t make your website visitors wait.

You can use a site like GTmetrix to test the speed of your site. Not only will it tell you what your site speed is, but it’ll also give you advice for improving it. If you’re running your website on WordPress, it would also be wise to download and install some free plugins like WP Smush and W3 Total Cache to help boost the speediness of your site.

4. A/B test

As you’re attempting to improve your website’s bounce rate, don’t leave it up to chance. You should be A/B testing everything in order to determine what’s working and what’s not. You might be surprised by the small things that can cause users to abandon your website. It might even be something as simple as the color of your call-to-action button.

So, perform A/B tests, or split tests, of every aspect of your website. Does your bounce rate improve with a popup on your homepage or does it get a bigger boost on another page? Does one font convert more visitors over another? Does showing or hiding a progress bar help or hurt your bounce rate? When we say A/B test everything, we mean everything.

5. Target abandoning visitors

Did you know that over 70% of people who leave your website will never return? If you don’t start to improve your bounce rate now, that’s a lot of potential leads and customers your business is missing out on. One effective way to stop those users in their tracks and get them to stay on your website longer, and eventually convert them into subscribers or customers is by utilizing exit-intent popups.

Example of utilizing exit-intent popups to improve site bounce rate

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Exit-intent popups are able to track when a user is about to leave your website and send them a targeted message at exactly the right time. Your popup can encourage website visitors to subscribe to your email list, download your lead magnet, or even offer a discount if they purchase. So, not only can exit-intent popups improve your bounce rate, but they can also boost your sales in an instant.

Got more points to share on improving bounce rates? Share them in the comments.

Syed Balkhi is an entrepreneur, marketer, and CEO of Awesome Motive. He’s also the founder of WPBeginner, OptinMonster, WPForms, and MonsterInsights. Syed can be found on Twitter @syedbalkhi.

The post Five ways to improve your website’s bounce rate (and why you should) appeared first on Search Engine Watch.

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Best iPhone for 2019: Which Model Should You Actually Buy?

March 28, 2019 No Comments

Picking the right iPhone has become an increasingly difficult choice, but this breakdown should help you figure out whether you want an iPhone XR or another model, where to buy a case, and whether it’s a good time to purchase.
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Four visual design cues ecommerce marketers should use in 2019

March 19, 2019 No Comments

Digital campaigns are all about visuals in today’s digital world.

According to Deposit Photos on visual trends in 2019,

“To get users to pay attention, visual content across platforms has to have an edge. Brave, bold and sometimes daring choices of visuals are becoming prominent for a reason.”

Social Media Examiner’s 2018 Industry Report shows that 80 percent of marketers use visual assets in their content marketing. And 11 percent more B2C marketers than B2B marketers attest that visual content is the more important type of content today.

Retail marketing without visual content can be boring, unattractive, and will yield low ROI. Visual cues will, however, help direct attention while portraying a message with visual methods of communication, including videos, photos, infographics, memes, and comics.

Using the appropriate visual cues on landing pages will help direct attention and engagement to the intended CTA and if they will get any value from it. You could use bright banners, exclamation marks, arrows, product images, and more.

Here are four visual design cues ecommerce marketers should focus on in 2019:

1. Arrows

Arrows are one of the most commonly used visual cues because they explicitly describe what you should do and are easily understood. They are often used to point to a CTA and could come in different forms. According to ConversionXL, when it comes to using explicit visual cues, an arrow outperforms a human’s line of sight as humans tend to spend twice the average time looking at forms with arrows.

The Gift Rocket design below is an example of a creative way to use arrows. They simply directed the top of the rocket toward what is important.

Example of using arrows as a visual cue

To get the best of arrow cues, ensure the color of your arrows align with the rest of the design and remember not to use more than one arrow, unless where necessary. Also, be creative with your arrows and remember that they have the tendency to increase traction and sales.

2. Color

Color is one of the most important aspects of design and is also a form of communication. The choice and usage of your brand color play a huge role in how you interact with and engage your audience.

Colors have a strong connection with the human mind, as they could help set a mood, make a memory stick or invoke memory, and also affect decision making. It is then imperative that marketers learn how to implement various colors in a campaign to draw attention and help their customers decisions.

Your choice of color could be based on age, location, gender, or trends. Or you could simply use a color that depicts what the brand is about and represents the emotion you want your audience to associate with. Know what your brand stands for and choose a color that accurately depicts it. For example, the color blue could be associated with trust, loyalty, confidence, wisdom, and faith. A popular company that uses this color is Facebook, with its core value being transparency and trust.

The Oxford Summer School also uses the same shade of blue which stands for trust, integrity, and communication across its website and social media platforms. This does not only depict excellence and a professional brand identity but also helps improve brand recognition by 80 percent.

Example of color usage as a visual cue

3. Line of sight

A line of sight can also function as an explicit visual cue. Based on the cognitive bias of deictic (or “pointing”) gaze, eye directions on an image naturally direct viewers to look in the same direction as the line of sight. People often follow the line of sight of others, so if someone on a screen is looking at a quote, form, or testimonial, others will follow. This technique can be used to influence attention and connect emotions to your offer.

This technique was used by both presidential candidates (Trump and Clinton) in the 2016 US elections. Using the line of sight on landing pages as seen in the pictures below, Clinton and Trump’s marketing team guided visitors to the forms on their respective landing pages.

Example on line of sight as a visual cue

Like arrows, the line of sight in an image can be used to draw attention to a CTA button or something significant on the image. It could be a simple eye illustration, an animal picture, or a human photograph looking towards the action point as seen in the image below.

Example of using human figures for the eye of line visual cue

This technique is particularly effective for social media ads with pop up forms, testimonials, and landing pages. Whatever you do make sure, don’t use a human looking away from the intended target.

4. Product imagery

Consistent and high-quality imagery that perfectly describes your product or service is one of the best ways to engage your audience with your brand.

Humans have a short attention span, which leaves you with three seconds or less to capture your audience. Your social media images represent your brand and how your customers view your products to determine if they will purchase or not.

To get the perfect product imagery for your social media that will engage your audience, use high-quality images and high color accuracy. Also, take great close-up photos from different angles to help your customers easily analyze the product.

Conclusion

Visual design is not limited to using videos and gifs on landing pages, and adding cues yield an effective way to convince visitors to act. Don’t be limited by your visitors’ attention span, grab the bull by the horn and guide visitors to a mutually desired outcome with the help of visual cues. Visual design cues, if maximized properly, will help increase conversion ratio, customer satisfaction.

Tell us how you have or plan to make your website stand out with interesting usage of visual design cues.

Pius Boachie is the founder of DigitiMatic, an inbound marketing agency. 

The post Four visual design cues ecommerce marketers should use in 2019 appeared first on Search Engine Watch.

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How to Explain to Your Boss Why You Should Be Attending Conferences

March 2, 2019 No Comments

Nothing replaces a face-to-face interaction. Nothing. Something that we hear often from people wanting to attend Hero Conf, is that they don’t know how to justify the costs to their boss or make a convincing argument on why they should be attending a conference. They really want to go, they know it’s going to help […]

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The PPC Newsflash: Why You Should Care About the Amazon Advertising Rebrand

September 16, 2018 No Comments

What does this consolidation mean for you? Will we have easier access to the video and display ads for vendor central? This could mean a whole new level of advertising we previously didn’t have access to.

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15 Things Facebook Ads Should Do Better

September 10, 2018 No Comments

15 things Facebook should change about Ads Manager to make it a better and more efficient platform for advertisers.

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Why You Should Test Target ROAS Bidding for Shopping Campaigns

June 20, 2018 No Comments

The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.

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