More Google Analytics optimisation
To me, Google Analytics optimisation is about understanding what actually happens on my website. Where do people come from? What do they search for? What do they do once they’re there? And which visits end in something valuable to the business? Those are basic questions, but the answers can reveal problems and opportunities you’d otherwise miss.
I’ve just talked a bit about Analytics in my last post, and I want to continue. These are my experiences of working with Amino in the summer of 2010. I’m not an expert in the tool. On the contrary, I’ve brought in help because I can’t set it up properly myself.
First, a little test of my new iPhone 4
I’m also recording the video on my new iPhone 4. I’m keen to see how the image quality compares with my old 3GS. That’s actually one reason I’m standing here talking.
There’s been lots of talk about the antenna. I’ve been playing around with the phone, and so far I haven’t experienced the problem myself. Perhaps you can trigger it by holding it in a certain way. I just haven’t seen it yet.
I think it’s really great in many ways. My wife thinks it’s ugly and a bit Ericsson-like. But I was actually an Ericsson fan back in the day, so that comparison doesn’t put me off. Anyway, let’s put the phone aside and get back to what matters to the business.
I’ve brought in help with Google Analytics optimisation
I have Analytics installed on my sites, but that isn’t the same as having a good setup. So I’ve hired Jakob, a nice guy from Amino, to come over and help me for three days.
I’ve followed a bit of what he does. He’s written an Analytics book, and I can tell people respect him. He seems like a nice guy, and he’s already got things moving before the visit. It’s incredible how much he’s already done.
Perhaps you’ve had this sorted for years. I hadn’t. For example, I didn’t know how to set up internal search tracking. Now I can see what people search for on Amino and what they do afterwards. It’s fantastic.
Why do people have to search for my own product?
I can already see problems on the site. For example, people keep searching for Amino Plus. That tells me they’re looking for information about the product I sell.
That’s annoying. It’s my product, for fuck’s sake. Why can’t they just find the information on the home page? I need to find out. Internal search suddenly gives me a very concrete signal that something isn’t clear enough.
That’s exactly the sort of thing I want to know. What information are people looking for? Do they find it? And is there anything I need to make easier to spot?
The word that brings the most new registered users
I had a bit of goal tracking before, but it didn’t work very well. Now I’ve had proper goals set up and can see the value of different things. It’s incredibly interesting.
For example, I can now see that the keyword that converts best into registered users on Amino is "iværksætter". You might think that’s obvious. But why isn’t it "start firma"? Why isn’t it "moms" or something completely different?
I didn’t know that beforehand. Now I know "iværksætter" is a word I need to work on more. In the video, I also encourage people to link to Amino using that word if they want to help.
More entrepreneurs make my business better. That can provide more money to develop services on Amino. At the same time, more people join who might be able to help you with your questions. So it’s interesting both for me and for the community.
Look at the content and the websites that send customers
I’m also going deeper into which content on the site gets used most. It sounds basic, but lots of people haven’t even installed a tool that shows where visitors come from.
If you’re already using Analytics optimally, you might think I’m wasting your time just because I want to test my phone. But for people who haven’t got it sorted, these questions matter.
Which websites send people to your online shop? Which of them send visits that turn into purchases, new subscribers or requests for more information? If you don’t know, it’s also hard to contact the right websites and explore how to get a better position on them.
Perhaps you discover that a particular type of website sends lots of people who become customers. Then you can look for other websites of the same type. Can you pay to be mentioned? Can you get a relevant link for free? Could you arrange a barter deal or a partnership? The data gives you something concrete to work from.
You need to know where the value comes from
If you can’t track where your users come from, what they do, what they search for and which products they buy, you don’t know much about the value they bring you either.
Then it’s hard to choose which AdWords to buy. It’s hard to find the right strategic partners. And it’s hard to choose which parts of your website need more information.
For me, bringing in more relevant visitors and helping them find the right things is a key to success online. That applies to an online shop, a portal or a website for an existing business. It also applies whether you’re selling water test drilling in Africa or supertankers. You need to understand what happens and how a visit can become something valuable. Also read E-pusher about my experiences with online sales and marketing.
I think the potential can be much greater than five, ten or fifteen per cent. In the video, I mention the possibility of tripling, quadrupling or quintupling revenue if you get things sorted. That’s my enthusiasm for the possibilities, not a measured result or a promise to every business.
I simply want to inspire you to seek knowledge and find experts who can help you. I need that help myself. This is incredibly important, and it’s the business you need to understand better, not just a number showing how many people visited your website.
Google Analytics rocks, and now with a new iPhone 4 🙂
Det ser nydeligt ud (billedet), men du har vist ikke optaget det i HD? Det kan du vist med iPhone 4 – og YouTube kan også.