Checklist to Develop User Personas for Your Website

March 26, 2014 | By

Images Source: Alex Morley Everyone knows that it’s important to have a website that is appealing, informative and technically updated. But, an informative and friendly website is not all that it takes to connect with visitors these days. Your website needs to be able to talk individually to every visitor and cater to their needs. This requires knowing: Why do users come to your website? What are their needs? Do they have a particular problem that has to be addressed? What approach do they usually take to tackle their business problems online? These are just some of the questions that you need to be thinking about while developing your website content. It’s easier to talk to visitors when you know who they are and what they are looking for. Prospects visit websites in search of solutions for stated or unstated problems but it’s not enough just to have a solution to their problem. You need to make them want to listen to you and buy from you. Online buyer personas define groups as specific individual types and in doing so, help the website speak directly to these individuals. For example, typifying a user type as ‘Deal seeking Donald’ helps you …

Google Analytics Launches Content Grouping and Facebook Tests Video Ads

December 20, 2013 | By

Google Analytics (GA) GA’s newly launched feature, Content Grouping, lets you view your website’s content in logical groups. This is a departure from the procedure where the ‘Advanced Systems’ feature was used. The launch of Content Grouping makes it easier and more useful. Websites can group their pages through Content Grouping using the tracking code, a UI-based rules editor and/or UI-based extraction rules. Post implementation, Content Groupings become a part of the content reports and allows users to view group-based data along with other primary dimensions. You can use a single method for Content Grouping or a combination of all three methods. Content Grouping lets you group content in a logical structure that is a reflection of how you think of your site. You can view aggregated metrics by group name and then dig into individual URLs, page titles or screen names. It takes 24 hours for data to populate in reports. You need to create Content Groupings at the view level under: Admin -> -> Content Grouping Implications for Marketers Content Grouping helps zero in on the best performing sections in terms of revenue or public interest generated. You then not only know your website better, you are also …

Posted in SMM | Web Analytics

Introducing Google Tag Manager – Digital Marketing Made (much) Easier

October 8, 2012 | By

Google’s latest addition to its product armory is – the Google Tag Manager. Tag addition was a cumbersome, time consuming process with the marketing managers depending on the IT team almost always. With the latest Google entrant, this process is set to become easy for marketers with them calling the shots more than before. And what’s more, Google Tag Manager is a free tool! How great is that?! Google Tag Manager’s main aim is to help websites load faster without any sluggishness and also be more effective along the way. The more codes that are on a website because of all the services used, the slower the site becomes. Moreover, it takes weeks to incorporate the codes of all the tags that are on your site. Google Tag Manager notes a set of tags and their firing rules, which dictate as to when those tags should be available on your site. When your site gets a visitor, the latest tag setting is sent to their web browser with directives about which tags should be available. The main highlights of the Google Tag Manager are: IT friendly – It has been designed mainly with marketers in mind. But it has lots …

Posted in Web Analytics

Analytics: The Indispensable aspect of Today’s Marketing

August 17, 2012 | By

If you are one of those marketers who would like to stay away from numbers, you would be wondering after seeing the title: is analytics really indispensable in marketing today? To answer your question, Yes. Analytics is truly an addition to your marketing efforts you cannot do well without. Analytics helps you trace the performance of your campaigns. It could also propel your overall marketing strategies. Despite analytics being so useful, not many marketers gather and use analytical data. In a recent study by Econsultancy and Lynchpin, less than half of the marketers studied found the web analytics data collected to be useful for decision making. One reason for this low percentage is lack of integration of analytics with companies’ business intelligence strategy. In the same study, 34% marketers said their web analytics was not integrated at all with their broader business intelligence strategy. This lack of integration means, whatever analysis you do, it will not answer pertinent business questions. Though these graphs represent data about web analytics only, it is not the only type of analytics. As soon as you talk about analytics, most people think of web analytics only. The other type of analytics is marketing analytics which …

Posted in Web Analytics

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