Sunday, 24 September 2017

11 Ways You Can Improve Your Business With Google Analytics

When you sign in to Google Analytics you probably just look at your overall traffic for the day and see if it was higher or lower than the previous day. After you do this you probably click around and look at more pretty graphs, but after doing this for 30 minutes what actionable insights did you end up with? In most cases it will be none, but here is how you can change that:

1. How do you stack up with your competition?
Through the benchmarking screen you are able to compare your traffic stats with your competition. Of course, this data isn’t 100% accurate because all of your competitors may not be using Google Analytics, but it’s better than nothing.

You may already have a good understanding of whether your website receives more or less traffic than your competition, but do you know how engaged your visitors are compared to your competition? By comparing stats like average time on site you will get a better idea of how you stack up against your competition and where you need to make changes to start improving your website.

2. Where in the world are you?
Using the map overlay feature in the country view is usually useless and doesn’t provide much insight about your visitors, however, drilling down to the city level might give you more useful information about your audience. For example, just because your business is based in the U.S. doesn’t mean that most of your traffic is coming from a U.S. city—the majority of your traffic could be coming from London. Once you dissect the geo data and have an idea of where the majority of your audience is located, you can then modify your business to better suit these specific audiences.

3. Window shoppers VS returning customers
If your product or service is only bought once by a customer and you never see them again, then your goal would be to get more new visitors into your website. If you are looking for repeat business then your goal may be to increase your returning visitor count. One good way to do this is by using cookies or referrer information that will allow you to display custom options to different types of visitors.

4. First impressions are the most important
Getting more traffic to your website is one way to increase your sales, but another way would be to control how many people leave your website. If people aren’t staying, you may want to modify your website design or product offering so that it is more attractive. This is usually the easiest way to increase your revenue.

5. Are you compatible?
You may be an advanced computer user, but your customers may not. By finding out which web browsers your customers are using, you will be able to determine if your website is compatible with those browsers. If 30% of your visitors are using Firefox, but your website isn’t compatible with Firefox, then you could potentially be losing a lot of business.

6. How big is your monitor?
If you flash back to 1990 people had very bulky monitors with low resolutions. Today, everybody seems to be using flat panel monitors with higher resolutions. The screen resolution section in Google Analytics allows you to see what resolution your customers are using. This is useful information because if the majority of your customers are using monitors with high resolutions (e.g. 1024×768), you may want to consider increasing the width of your website, which increases the real estate you have to fit more information on the screen. On the other hand, if your visitors tend to have lower resolutions (e.g. 800×600 and below) you want to make sure the width of your website doesn’t exceed the width used by the majority of your users so that they can easily see all the information on your website.

7. Where are visitors coming from?
Referring websites will give you a better idea of how people are getting to your website. If you suddenly get a burst of traffic from a website you have never heard of, go and check it out. See if you can get a burst of traffic from that website again.

8. Where do you rank on Google?
You may already know the keywords that drive traffic to your business, but have you tried to increase your rankings for those keywords? If you notice a keyword is driving a lot of traffic to your site and you are showing up on page 2 of Google for that term, try to get on page 1. You can usually do this through search engine optimization. Or if you want, signup for Google AdWords and start a pay per click campaign with those keywords - Dan Anton

9. Determining new products, services or content
Once you figure out what your visitors like and dislike, you can offer them new things that you think will interest them. Or if people like one particular item, you can offer other products, services or even content that could compliment that item. In many cases it is easier to up-sell current customers than it is to obtain new customers.

10. What causes people to leave your website?
This data will help you understand what people don’t like about your website. If people tend to frequently exit from a certain page, consider modifying it. Create better calls to action or add links to other places on your website. You could also use Google Website Optimizer to improve the performance of your web pages - Dan Anton.

11. What are your goals?
It’s amazing how many people don’t have goals setup within their analytics account. If you don’t have goals, how do you know that you are meeting your numbers? Go out there and setup goals if you haven’t already. If you have, make sure you tie in goal data with all of your other traffic stats.

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How to Do Customer Engagement If You’re In a Unique Niche?

I once worked with a business that specialized in making custom squirrel horror dioramas.

If you’re wondering what in the world a custom squirrel horror diorama is, then you’ve proved an underlying point of this article.

Unique niches are really tough for marketing.

If there are 37 people on the planet that are in your target market, then you’ve got your work cut out for you.

But at the same time, a unique niche is a huge advantage!

Marketing in a tight and well-defined niche is deliciously straightforward.

You have less competition.
You can segment your audience with ease.
You can go hyper specific with organic and paid keywords.
You can micro target the heck out of Facebook ads.
You have the potential to get higher conversion rates.
You can get to know each of those 37 people on a first-name basis.
But there are some things that are more difficult in unique niches.

What’s Difficult About Unique Niches?

Customer engagement falls into that category.

Okay, so customer engagement itself isn’t that complicated.

However, when you’re in a specific niche, your customers are going to have specific wants and needs - Dan Anton.

So you have to take a much more strategic approach to customer engagement if you want to get the results you’re looking for.

Lots of niche businesses overlook this, and it costs them.

“Customer engagement” falls into the abyss of other jargony business best practices that just don’t get done.

You can avoid falling into the same trap, but you have to plan ahead and work a little harder to understand your customers better.

And that’s the thing — engagement starts with understanding.

Unsurprisingly, customer engagement with niche customers looks a lot like a relationship, but what many brands forget is that relationships take work.

Don’t worry, I’m not going to push the relationship or dating analogy too far.

But I do want to speak directly to businesses that are in a well-defined niche.

I’ve worked with companies who designed hair dryers for women with light and curly hair. Another one of my clients made big rock-shaking machines for mines. (It’s called vibratory equipment.)

Niches are really cool.

And I also want to speak to businesses that need to boost their customer engagement efforts.

Customer engagement is more than just clever tweets and using emojis in your Facebook posts.

Customer engagement is a fascinating world that can dish up more conversions than you ever thought possible.

We’re going to solve the customer engagement problem in unique niches.

(And if you’re the custom squirrel horror diorama guy I used to work with, this article is for you, man.)

Get Up Close and Personal

It makes sense that if you want to sell to customers who have specific wants and needs, you need to figure out what those wants and needs are.

That’s why it’s important to dig deep into demographics and psychographics. Your demographics will tell you who, while psychographics will tell you why.

Demographics and psychographics are important for every customer engagement strategy, but they’re especially crucial when you’re operating in a small niche.

To get this information, you can use a number of different platforms, but Google Analytics is probably the easiest (and it’s free).

Although it will only show you some basic information, it’s often enough to get started.

To find demographics in Google Analytics, go to the sidebar and navigate to Audience > Demographics > Overview.

You’ll find two sections: age and gender.

Again, It’s really basic, and gives you only a slice of relevant demographic data.

Because Google Analytics is so lacking here, consider doing some more research. Other demographics you might want to research include:

Location
Current occupation
Income
Education level
Family status (marital status, number of children, etc.)

You can find most of these using sites like City-Data.com that give you information on demographics in a certain area that you specify.

When it comes to psychographics, Google Analytics provides more information than you might expect.

You can see this info by going to Audience > Interests > Overview.

Here you’ll see three categories: Affinity Category, In-Market Segment, and Other Category. When you put these three together, you get a better idea of what your customers like.

Pay extra attention to the In-Market Segment. These are things that your customers are in the market for. They’re already into the sales funnel and might even be ready to buy.

Together, demographics and psychographics help paint a vivid picture of your audience.

You not only know what kind of people you’re engaging but also how to engage them (because you know what they want).

So now you know who your customers are and what they want.

What do you do next? You create a strategy that’s custom made for them.

There are lots of ways you can go about this, and it can get confusing.

Here are a few tips to help you out.

Be Approachable

Approachability is one factor that is exponentially more important for niche businesses than it is for more general businesses.

That’s because a unique niche is personal to your customers. Any given customer might even go so far as to define him or herself using a niche.

Consider the cassette market. (Yes, cassettes are making a comeback.) People who listen to cassettes might call themselves cassette enthusiasts.

These people form a community, albeit small, that want that kind of personal engagement that their interests require.

Often, you’re engaging your customers in a way that’s intensely personal to them.

The more approachable you are, the better your customers will feel.

Understand that your customers don’t just want to like you––they want to trust you.

Building trust takes time and effort, but it has a big impact.

So how do you become more approachable?

Especially, since we’re dealing with the issue in a business context, and not in a warm-handshake-and-friendly-smile context.

First, listen to your customers.

And get serious about listening.

It’s easy to tell yourself that you’re listening to your customers, but are you really? If you aren’t, it’s never too late to start.

When you get customer feedback, don’t just make a mental note of it.

Keep a record of it and actually look at it.

Look for common threads in the feedback you get.

You might need to ask for feedback in the form of a survey. Most of your users will be happy to give you their thought, and a nice incentive (like a prize drawing) doesn’t hurt either.

Second, create a personality around your brand.

Of course, you could do this literally like Geico did with their gecko mascot (who has his own Twitter account).

But you could also transform your entire brand into something your customers trust.

Coca-Cola does this with its unforgettable marketing campaigns that are focused on happiness and positivity.

Bonus: Be funny.

If humor comes naturally to you, use it.

One example of a hilarious brand is Blockbuster. Specifically, The Last Blockbuster.

Okay, maybe it’s not actually a real business, but it sure is funny.

Humor doesn’t work for everyone. Sometimes, it’s feels forced and painful, like chewing on screws.

But for businesses that can do it, it enhances approachability.

If your brand is approachable, you’ll stand out from all your competitors.

Your customers will feel like you know them, and that’s because you do. All the work you put into finding demographics and psychographics will pay off at this step.

Enhance Your Online Presence

Like any relationship, the connection between you and your customers has to be nurtured. It takes frequent and open communication for any relationship to succeed.

That’s why having a robust online presence can drastically improve your customer engagement.

Being more active online mean that there are more points of contact.

Your customers can reach you more often, and that very act builds a ton of trust.

You probably saw this coming from a mile away, but being available on social media often is a huge plus.

People spend a lot of time on social media, and you can take advantage of that by also spending a lot of time on various networks.

Social media is most likely where your target audience hangs out. Your specific audience might tend to congregate on one or two social media sites, and you need to find out exactly where.

This doesn’t mean you should go out and run a bunch of ads on every social media site.

It does mean that you should have a human presence on your accounts.

Look, I love bots just as much as the next guy, but you’re going to tick people off if your Twitter “customer service” is a poorly programmed bot.

(Bots aren’t pure evil, as I’ll mention in just a minute.)

Many brands understand how important this is, and they make sure to respond to as much customer feedback as they can. Target’s Facebook excels at this:

Other brands go above and beyond the call of duty. Some companies like Warby Parker have created social media accounts solely for customer support.

But old-fashioned customer support isn’t the only option. Some businesses, especially smaller ones, simply don’t have the resources to staff a dedicated support team.

That’s one of the reasons live chat has become so popular over the past few years.

With live chat, you can have business hours, so to speak. Your customers know when you’re available, and you can respond in real time.

It’s a super efficient and cost-effective method of doing customer support in a way that your customers will love.

The ability to talk with your customers in real time is a big benefit. It’ll increase the level of hospitality and make customers feel closer to your brand.

Correctly programmed and carefully used, Chatbots can be used appropriately.

You’ve probably seen these around. They look like live chat boxes but are handled by software.

You can program these bots to do a ton of helpful things, like ask questions and make product suggestions.

Setting up a chatbot will take a little more time, but on the upside, you won’t have to do much after it’s done.

One of the big benefits of chatbots is consistent customer engagement. Your customers can interact with your brand even when you’re not there.

Still, it’s no replacement for human contact, which is why most businesses supplement chatbots with live chat support, and they work nicely in tandem.

Figure Out How to Treat Your Customers

Customer engagement looks a lot different today than it did just ten years ago.

(Sheesh, I’m starting to sound like one of those “when I was a kid” people!)

Today, you can improve your customers’ experiences with interactive quizzes, well-timed popup offers, and even games.

The abundance of customer engagement resources also means that it’s actually more difficult to engage customers than ever before. How can you cut through all the noise?

What many businesses are discovering is that it takes a lot of value for customers to pay attention to a brand.

If you’re not an industry titan like Google or Coca-Cola, this is the road you have to take. And thankfully, it’s not too hard to navigate.

You probably already know that customers prioritize value above all else, but you might be underestimating how much value you need to provide.

There has to be a huge amount of value every step of the way.

Value isn’t just something that you do. It’s something you are.

That sounds fluffy, but it really isn’t. It means that if you’re not giving your customers value as they go through the sales funnel, you’re not doing your job.

Value is what will separate you from everyone else in your niche. You need to figure out what kind of value your customers want and determine the best way to deliver that value.

If you’ve already researched your audience’s demographics and psychographics, you’re already halfway there. All that’s left is to provide the value your customers are looking for.

How do you do that? Actionable content is one of the best ways. Content marketing is still alive and well, and people still respond well to it.

The more helpful your content is, the more your customers will engage with it.

For your content to stand out, it should be better than your competitors’ content. (That will also help people find your site before they find your competitors.)

The Skyscraper Technique is a popular method for creating amazing content, but in the end, all that matters is providing an overwhelming amount of value with every piece of content you publish.

Use Email For Good, Not Evil

Email is a powerful tool in every marketer’s arsenal––in fact, it’s the most powerful. Email is one of the top-converting channels. It’s simply unparalleled for engagement.

Sadly, it’s often overused. How many times have you gotten annoying email campaigns you didn’t want? Probably more times than you can count.

When it comes to your email strategy, keep Seth Godin’s idea of permission marketing in mind.

When someone gives you their email address, they’re trusting you with it. They expect you to not spam them or send them content they don’t want.

That’s the idea of permission marketing. You are literally getting your subscribers’ permission to market to them, and you have a responsibility to make good on your promise to only give them what they want. That means no spam or unscrupulous tactics.

This goes back to what we covered earlier about building trust with your customers. Email plays a huge role in that. If you respect people’s emails, they will respect you.

Did you know? Kissmetrics combines behavioral analytics with Kissmetrics Campaigns, which lets users send targeted emails to their audience to nudge them toward engagement and activation.

It’s tempting to use a lot of fine print to trick people into opting in to more than one list, and you might even want to rent out your list.

But if you really want to engage your customers and turn them into lifelong brand fans, you have to stick to email best practices.

Conclusion

Being in a super specific niche doesn’t have to make your customer engagement difficult.

In fact, niche engagement has the potential to allow you to connect with your customers on a personal level.

At its core, customer engagement has the same principles and priorities no matter what kind of business you own.

But within each niche, it looks a little different - Dan Anton.

It’s well worth your time to find out what works and what doesn’t for your customer base.

If you’ve had any problems with customer engagement in your niche, share your experiences in the comments!

And if you have any major wins tell about those, too!

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6 Metrics You Might Think are Important But Really Aren’t (And What to Track Instead)

You know all of those metrics you track?

They’re probably worthless.

I’m not saying they have absolutely no value, of course. I’m just saying they’re doing nothing for your bottom line most of the time.

These are the things that you think matter, but don’t.

In other words, you can track them, but don’t rely on them for real dollar value.

The trick is knowing which ones are valuable and which aren’t.

Here’s why some of those “important” metrics don’t really matter. Along with a few actionable ones you should worry about instead.

1. Clicks + Pageviews

We’ve heard it all before. The questions, the egos, the bragging.

How do I drive 100,000 visitors in a month? I need traffic fast!

Here’s how I drove 4,000 visitors a day, you can too with these simple tricks!

*sigh*

It sounds too good to be true, because it is.

Unless you’re getting paid for the pageview, and you want people to bounce instantly and never return, then go for it. Spam your link on Pinterest, forums and Reddit.

But, if you want to be realistic with yourself, clicks on your ads and page views on your content mean nothing if people aren’t either:

Sticking around and reading more on your site
Converting / buying a product or service / signing up for something
Fulfilling the goal you have set on that page for visitors
So, if your clicks went through the roof yesterday like this:

Then what.is.the.point?

Clicks and pageviews are worthless if they don’t lead to conversions.

2. CTR

CTR. The glorified metric that drives everyone from PPC to SERP “growth hackers” crazy.

Look at me, I’ve got a 66% CTR!

Oh cool, how many conversions did that get you? Two out of 4,000 clicks? Make it rain baby!

Ok, on a more serious note, here’s why CTR don’t mean $#!* in the real world:

Take a look at that AdWords table.

The highest converting, highest traffic keyword/ad group has the lowest CTR (by far).

YET… also the highest conversions (by far).

Paying a low bid on the keyword and spending less money = lower positions = more competition = lower CTR.

But, conversions are still sky-high.

The whole account has an average total CTR of 3.49%. That’s “not good.”

Except, the average Cost per Conversion is 5x lower than the average sale revenue.

I’ll take that deal any day of the week.

CTR ain’t the gold standard. I don’t care what your CTR is if it doesn’t bring in conversions.

3. Impressions

Let’s say you own a brick and mortar store. You sell shoes.

It’s launch day and you get 40,000 people to walk in and out of your store that day.

Those ads must be working!

You’re checking ‘the books’ and you see the following sales numbers: $500. Total.

Now do you get it?

Impressions are cool and all.

“Hey, (insertbossesname), our product was seen by 100,000 people today!”

But at the end of the day, they don’t matter if (can you guess what’s next?) they don’t lead to sales, conversions, or goal completions.

4. Total Backlinks

Backlinks are good. They help with ranking metrics and credibility.

But total backlink quantity is over-emphasized.

Constantly we see people worrying about how many links they can get, however they can.

*Queue Oprah Gif: You get a link! You get a link! And you get a link!

If your backlink profile is spammy:

URL’s with low DA’s that are known for spamming or giving links like it’s candy on Halloween aren’t going to get you to the top of Google (anymore).

Ideally, you want a nice backlink profile from relevant, editorially-based sources that don’t just hand over easy links willy nilly.

5. Rankings

Rankings can be awesome. Who doesn’t love being #1 on Google?

We’ve all seen this graph before:

Sounds peachy, doesn’t it?

We simply grind our content to the top ten positions and get the lion’s share of clicks.

But, it’s BS. Just ask Wil Reynolds.

Google is constantly changing. Personalizing their methods, learning about real people, and real human interaction with their service.

SEO rankings are more related to user search history now.

There’s more importance being placed on things like first impressions and brand loyalty in today’s world than there is on keywords and content.

So doing all those little SEO tricks to get you to the #1 spot isn’t going to be as helpful as you think.

AND, #1 on the SERPs doesn’t translate into conversions.

You need a funnel. Not a ranking.

6. A/B Test Results

Most A/B tests fail to provide meaningful insights.

Why?

Because you’re testing your own opinions and assumptions, allowing that pesky biases to ravage your results.

That’s not the only problem, though.

Peep Laja from CXL tested tons of data and experiments and found that A/B testing is worthless if you have less than 1000 conversions. Per month. Minimum.

Welp, that’s disheartening. Unless you’re getting over 1k (minimum) conversions per month, forget A/B testing and the results you got.

They don’t mean anything.

They might look nice at first. But most likely, they’ll regress back to the mean eventually.

Here’s what you should be tracking, instead
Don’t drown in all this negativity just yet. There’s good news, too.

Here are a few metrics to focus on to help make the cash register ring.

1. Funnel Report Data

We just talked about how A/B testing was a waste of time unless you have 1,000 minimum conversions per month.

BUT, you can figure out your conversion trouble spots much faster using funnel report data (courtesy of Kissmetrics).

Funnel reports show you how users actually move through your website.

You can see who performed certain actions, who didn’t perform a desired action, and who skipped certain steps in your funnel (for good or for ill).

You can also track certain steps in your funnel:

So if someone visited, then signed up for a newsletter, then viewed a video, you’d know.

You can then use this data to do things like:

Identify conversion bottlenecks preventing people from joining, signing up, opting-in, or signing on the dotted line
Segment your audience into cohorts to further analyze your funnel
Zoom in on your acquisition funnel to see exactly where and when customers activate

Basically, you can determine how to increase conversions. Reliably. Consistently. Without running a single A/B test.

2. Backlink Quality

High quality backlinks can be hard to get.

You can’t fake ‘em.

They’re a leading indicator, sure. But the best kind.

It’s a measure of performance, telling you (1) how efficient those promotional activities are and (2) if you can expect to see increased traffic in the near future as a result.

For example, here’s what a good backlink profile should look like:

It’s diverse.

We aren’t getting hundreds of links from the same site over and over, as the link quality wouldn’t be as strong or meaningful.

And there are links from other high-quality sites in our industry. Relevance for the win!

But building high-quality backlinks takes an investment.

One survey by Moz found that roughly 37% of business owners spend between $10,000 and $50,000 per month on external link building.

That’s a lot.

We’re not saying you have to invest that much. There is a lot you can do to get better backlinks without dropping that kind of dough.

The point isn’t to just build links. That poor-house mindset is how you end up with the junk.

The point is to look at how you’re getting those links. The campaigns and activities and efforts bringing them in.

Change the strategy, change the end result.

3. ROI

Good old ROI. The gold standard metric.

That no one ever talks about online.

You see all the other stuff here. You might see revenue numbers and customer counts.

However, rarely do you see blog posts diving into the bottom-line numbers that actually count.

Let’s say you get four impressions and one click (and one pageview), with a 0.25%CTR and 0.25% conversion rate.

BUT, you only spend $5 and the buyer converts for 10x your cost per acquisition.

See what I mean? Who gives a crap about any other metric in the end besides ROI.

Now, I’m not saying you should completely ignore optimizing for conversions. Definitely not. Those are extremely important.

Just keep in mind that data lies. High conversion rates aren’t always as promising as they look.

Look at historical data, pinpoint trends, figure out what ROI means for you.

Ask: How does this specific measurement help our company’s growth?

And by growth, we don’t mean impressions, rankings, etc.

Knowing the number of leads each ad campaign is driving is fine. But it’s not good. You can’t stop until you see how much revenue each attributes.

Conclusion

Some metrics matter more than others.

Traffic, clicks, page views, CTR, and… don’t matter as much in the long run. Vanity metrics like these sound amazing on press releases and blog posts and webinars and Growth Hackers and weekly stand-up meetings.

But they don’t help so much when it comes time to run the annual numbers.

You want to think big picture.

Look at your overall funnel. Where are people coming in? What are they doing? Where are they going?

Look at your backlinks to see which drive signups. Links, by themselves, are fine. But the important part is to first identify the ones driving real business actions. And then reverse-engineer which activities are driving the ‘winners’ vs. the ‘losers.’

And focus on the one metric that matters: Money. Moolah. The Big Bucks.

Track fewer, better metrics. The ones that count.

So you can learn faster, iterate faster, and eventually, profit faster.

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Saturday, 16 September 2017

CrowdSearch.Me Review - Crowdsearch Review (JVZOO) by Dan Anton





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Crowdsearch me Review - How To Use Crowdsearch By Dan Anton





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Interview with Dan Anton Atlanta SEO





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Dan Anton Interview with Semantic Mastery





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