Web analytics is the measurement, collection, analysis, and reporting of web data. To understand and optimize web usage.
but, analytics tool is not only to measure website traffic it can be used as a business tool and marketing tool also.
Why has user experience (UX) design become so important? Experience clearly matters. In fact, user experience has become one of the major roles required when you want to design an interface or interaction. Learn exactly why UX design has become so important in our world today from professor Alan Dix.
Are you wondering why website analytics are important for your business growth?
Website analytics provide you with the actual reports and analytics on how your site visitors behave once on your website; who they are by their age, gender, location, etc.; how they landed on your site (traffic source); the most popular content on your site; your total conversions; and so on.
With this information in hand, you can plan fully informed business strategies and grow your business faster.
In this video, I will share the major reasons why website analytics are important for your business growth.
And I will provide you with free website analytics and heatmaps service.
“I just don’t have the time,” or “now isn’t a good time for me.” These are just some of the responses that we are guilty of coming up with when we are thinking about making changes.
A re-brand? No time. New content? Not just now, thanks. Website? We’ve got one, and we’ve got more than enough on our plates.
These things must be reconsidered, as we know that companies have been and will be left behind if they don’t continue to adapt and evolve what is ultimately the shop front to their company. It is important to always strive to keep your website fresh and updated; so why not now?
Right now is the perfect time to invest in long-term strategy and you certainly don’t want to be thinking of doing it when you are once again too busy to act. Just as important is to remember that you are not the only one at home and as the majority of people are also at home, we all need something to direct our gaze at.
From one side, we don’t have shop fronts, store displays, or events to showcase what we do. From the other, we have nobody to talk to at the coffee machine, and we can’t gossip by the copier; plus now more than ever, we need to be entertained.
If you already have a website, you have already been collecting data for some time now. With today’s Google Analytics providing visibility as we’ve never had, now is the time to cash in.
It is easier than ever to identify which areas of your site work the best, which pages rank the highest, and use data to find out about visitors. There is no point in framing this data and putting it on the wall (with everyone working from home no one will see it anyway), you should be using it to see where your visitors are coming from and going to, what they are liking and what they are ignoring; and then building something which makes it easier for them to do so. 79% of customers who voiced dissatisfaction with websites say that they would be unlikely to buy from them again.
A website is not only a great way to get clients, but it can also be a fabulous way of losing them. Half of web users expect webpages to load in less than two seconds; a one-second delay here translates to an 11% drop in page views, and, tellingly, a 7% drop in conversions. A one-second increase has made some companies thousands of dollars more every day, literally.
Speed and user-friendliness are among many factors, of course, and you should take the time to really have a look at such factors as:
This is a non-negotiable must and it is essential that you have a mobile-friendly website
This isn’t myspacing anymore; design should be unique and proudly display your brand; make it inviting, clear, succinct, and be true to your brand. It must look good; if you were buying a car, you’d expect four wheels and some mod-cons, but you’d also choose one that looked nice.
Many of the webs best looking and most functional sites slip under the radar far too often. Great design, content, and architecture mean nothing if you are not showing up in search results. Several factors will affect this, of course, but usability will be high on the list.
Ok great, your site is ranking spectacularly and generating more leads than a pet shop, but again, useless if they are not converted.
Maybe the number one factor to look at right now. It is high time to sit back and get some perspective on your brand, your industry, and your company. Have things been slowly changing over the last few years? Is your product still the same? More than ever before, a consistent, multi-platform brand is key to gaining awareness and loyalty. Your brand must be more than a fantastic and recognisable logo; it must be your voice and your precept.
Fill up your website with fantastic content (content will generate SEO for years to come, for free) and make it look fantastic and will keep people on it as long as possible. Right now is a great time to invest in content. Once you have it, it’s yours, use it and squeeze it as long as you can.
One thing that this situation will surely boost is e-commerce. The fear of expanding into online sales must be overwhelmed by the fear of having no sales at all. Once we are through the isolation period, yes, people will rejoice and head outside, but e-commerce will have been introduced to millions of people that didn’t use it already. Give your customers the same feeling as they get when they come to see you, make them feel welcome and free from this confinement by offering a fantastic online experience from which they can still enjoy your product.
Home deliveries seem to be the best bet right now, so be the site that offers the most comfortable path to it. And don’t think that it will be short term, most clients, if they have enjoyed the experience, will continue to shop online.
A website, across all platforms, is your storefront right now. It is your kiosk at the industry convention and content is your voice. Take the time to marry as many strong elements of your company and brand as you can, and make sure that everyone can see what you do and what you deliver, presented in an easily digestible and engaging website.
If you want to double or triple your conversion rates over the next 9 months, A/B testing is the foolproof way to do it.
Any funnel, any business model, any marketing channel.
You could easily double your customer counts within the next year.
All without having to increase your marketing spend or get more traffic.
That’s the magic of A/B testing.
There is one catch though.
A/B testing is easy to skew up. It’s counter-intuitive and goes against many of our business instincts. Even worse, it only takes one bad decision to ruin all the progress from an entire testing program.
Over decades of A/B testing ourselves, we’ve put together a set of rules that our teams always follow. If you follow these rules too, you’ll avoid the bad calls. Then it’s only a matter of time before you double your business.
#1: Allow your test to run for at least 7 days
The first is to allow your test to run for at least seven days.
The reason is that A/B tests can change very quickly. One variation may jump out to an early 350% conversion boost by day two and even be ruled statistically significant by your A/B testing software only to cool down to a 15% boost by day five. To account for these changes, you need to make sure and let your test run for at least seven days.
We’ve seen countless test flipflop over the years.
They start out as winners and then end up as losers after a few days.
The first week is especially volatile. Try not to even look at the results during that week.
Another reason to test for a longer period of time is that website traffic varies from day to day. Saturday traffic, for example, can be very different from Monday traffic. Based on that, you want to make sure to get results from every day of the week before calling a winner.
You should also keep in mind that even seven days is really a short time period for an A/B test, and you may be better off letting it run for several weeks. You’re looking for a winner that will get long-term results and don’t want to pick a winning variation too soon only to find out it doesn’t actually boost conversions or revenue.
It’s also a good idea to allow tests to run until you have at least 100 total conversions. More than that is even better and less can work, but running until there are at least 100 conversions will help to give you more confidence that the outcome is accurate and will deliver the results you’re looking for.
#2: Run tests until you have a 95% confidence level
The next rule to follow is to run your test until there’s at least a 95% confidence level for the winning variation.
The reasons for this rule are the same as those for rule number one. First and foremost, you’re looking to pick a winning variation that will give you better results for the long term. This means you want to make sure the results are statistically significant and that you don’t pick a winner prematurely.
Another reason is that test results can change dramatically over the course of an A/B testing period. I’ve personally seen a variation jump out to a 105% boost in conversions after a day and a half only to lose when the test is called 10 days later. This makes it even more important to wait until your A/B testing software says the results are statistically significant.
So keep your test running until you hit 95% statistical significance on the calculator.
You’ll also want to keep in mind that the smaller the conversion boost, the longer the test will need to run, and vice versa. As such, if the improvement is only 5%, then you’ll need to run the test much longer than if it’s a 50% improvement.
#3: Big changes lead to bigger results
Another rule of thumb to keep in mind is that bigger changes have a greater chance of leading to bigger results.
If you change the button copy on your homepage, for example, you might only improve conversions by 5%.
For most testing programs, chasing small wins like these isn’t worth the time.
Making drastic changes, on the other hand, greatly increases the odds that you’ll find a 50% win.
Say that you have a SaaS business but don’t currently offer a free trial. You’ve gotten support requests asking for a trial but have never made the jump.
So you go to work, set up a way for people to sign up for a free trial, and then run a test to measure the results. After one month of testing, you find out that free trial improves conversion tp pay subscription by 74%.
We’ve had a number of test results like this over the years. Yes, they take a lot of work to build but they also have a real chance to catapult your business.
Bigger changes like this have a greater likelihood of getting big conversion wins.
#4: Start by testing your headlines
The headline is the most important element on every page.
Get it right and new visitors will keep paying attention. They’ll be open to what you have to say.
Get it wrong? Everyone bounces instantly.
Simply by changing your headline, a single sentence, you can increase conversions by 30%.
When running A/B tests for the first time, I go straight to the headline on the homepage. I almost always see a 30% boost in my first test by trying 3-5 different headline variations. This is the one silver bullet in A/B testing.
#5: A/B testing doesn’t mean just making one change at a time
This is probably the biggest misunderstanding I see people have when it comes to A/B testing. They think you need to measure the difference every little change makes which means you need to test one small change at a time, but this couldn’t be further from the truth.
The reason is that you’ll never be able to get anywhere if you just make one small change at a time. Yes, you won’t know as well whether factor A, B, or C impacts the results, but you’ll never be able to test big changes that get big results if you don’t test more than one change at a time.
One way to fix this is to run an A/B/n test. Instead of just running variation A against variation B, you can also add in variations C and D to see how they impact results. You can test just a headline change in variation B, a headline and sub-title change in variation C, and a new headline and sub-title change in variation D. You can have as many different variations as you’d like, just keep in mind that each new variation will require your test to be run X% longer before you find statistically significant results.
Multivariate tests are another way to test more than one change at once, but you’ll want to make sure you have enough experience with A/B testing before attempting to tackle a full-fledged multivariate test. You’ll also need to make sure you have enough traffic to select a winner because multivariate tests require a lot of traffic to select a winner.
#6: Macro conversions are more important than micro conversions
In the end, you always want to be measuring the results that are the most significant for your business, i.e., macro conversions.
Let’s say, for example, that you’re attempting to further improve conversions at the SaaS company mentioned above. The sign-up involves three critical steps: 1) Clicking “Start Free Trial on the homepage, 2) Entering information on the sign-up page, 3) Eventually signing up for a paid account.
Which of these do you think is the most important? Obviously, it’s getting customers to sign up for a paid account. This means you don’t want to just test whether or not the headline and homepage copy convinces people to click the Free Trial button. You also want to know whether it gets more people to sign up for a free trial and gets more people to sign up for a paid account.
Based on this, you want to measure the impact on both free trial and paid account signups whenever possible. This may seem counter-intuitive because you might think, “If more people click through to the second step, doesn’t that mean more people will sign up for a free trial, and if more people sign up for a free trial, doesn’t that mean more people will sign up for a paid account?”
The answer is no, and I’ve seen multiple tests where one variation increased conversions from step one to step two, but a different variation increased improvements to step three which was the final step in the conversion funnel.
This seems counter-intuitive, but you want to make sure to measure macro-conversions for test results because the winning variation from step one to step two won’t always be the winning variation for the final leg of your funnel.
One of the best things about A/B testing is that it eliminates assumptions and disagreements. You may assume that headline A will improve conversions when, in fact, headline B gets better results. In the same way, a colleague may hate headline B and ask why it would even be tested, only to find out later that it gets better results.
The lesson here is to always be testing. By doing so, you’ll be forced to test your assumptions and to make sure each change improves conversions.
You might be certain that a new pricing page will boost conversions, only to find out it doesn’t, or you might argue for three weeks about the best headline variation with your co-workers. A/B testing is the best way to solve all of these problems and to make sure you consistently make your site better.
The Value of A/B Testing
In the end, A/B testing is one of the most valuable places to spend your time.
Acquiring traffic is so so hard. And expensive.
Why not get more customers from the traffic you already have?
As long as you follow the A/B testing rules above, you can absolutely double your conversions in the coming months.
Marketers have begun to employ personalised methods to increase revenue—and data-driven campaigns proved successful by increasing ROI on marketing spend more than five times.
Marketing has evolved so much through the years that it now seems both novel and familiar even to veterans in the field. You’d be remiss to think today that marketing simply means creating campaigns and crunching numbers—even data-driven marketing has gone past monitoring website conversion rates and cost per click.
With the multitude of data and tools available today, there really is no excuse to not know what your customers are saying and what the market demands.
Data has all but eliminated the guesswork when it comes to what your customers want, and technology has allowed marketers to listen in on their customers at every stage of the customer journey. Voice of Customer (VoC) data is one of the common methods used to put oneself in the customers’ shoes and see what they see.
Data-driven marketing helps develop campaigns that address customer needs and wants. VoC data provides the information you need to determine what works so you can focus marketing efforts on that.
Main Benefits of Data-driven Marketing
Customers demand a personalised experience when interacting with a brand despite the fact that they use a multitude of channels when doing so. In response, marketers have begun to employ personalized methods to increase revenue—and data-driven campaigns proved successful by increasing ROI on marketing spend more than five times.
Below are a few reasons why you should shift your marketing approach to a data-driven one.
It helps you reach the right people.
Strategy is still important in today’s volatile marketing landscape; a report from Strategy& shows that companies that had leaders committed to a strategy were more profitable than their peers. In crafting a go-to-market (GTM) strategy, creating the best product messaging and ensuring that your product is the best among your competitors won’t help if you’re talking to the wrong people.
With a data-driven GTM strategy, however, you ensure that your message gets across to the right audience—an audience that would want your product and, therefore, convert.
It helps create personalised experiences.
Market segmentation becomes easier when your marketing strategy is backed by data. The right kind of data allows you to tailor campaigns that speak to your audience, regardless of how niche it may be.
A 2017 study from experience optimization platform Monetate shows that marketers who exceeded ROI projections had dedicated a budget to personalisation techniques 83% of the time.
It helps you monitor performance.
Since you have access to end-to-end customer data, you can regularly monitor performance and make adjustments as necessary. Data-driven marketing helps provide insight on customer wants, habits, and behavior, which are all important factors in determining what value your product should be delivering.
This is why ensuring that you have the right data is key in monitoring and improving performance. VoC data should be a pillar of marketing data, and you can get this via customer surveys, interviews, focus group discussions, social listening, and Net Promoter Score (NPS).
It helps you choose the right channels.
Whether you’re an omnichannel or pure-play ecommerce business, your messaging should be crafted according to your audience and the value you want to create. What many marketers forget is that communicating with customers is also dependent on the channel. Even online customers can use several channels—desktop, laptop, smartphone, tablet, or any other mobile device. Data will help you determine which channel to tap at a given time and how to craft and modify your messaging accordingly.
It provides a solid basis for business decisions.
Learning how your customers shop and behave during all stages of the customer journey is vital if you want to make sound business decisions. Collecting the right data will show you what market to address, what message you should send, what media to use, and what improvements you should make to your product. Ensuring that your customers get a pleasant experience each time will keep them coming back and transform them into promoters of your brand.
Data-driven marketing has reached a stage where it’s ripe enough to affect businesses and industries significantly. Data has become a vital marketing tool, providing the power to determine potential customer behavior and how to adapt to a constantly changing customer landscape.
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Today, we’re going reveal our picks for the most important social media trends for churches in 2020. Social media is always changing. It can feel impossible just trying to keep up. But that’s what this episode is for. And by the end of this episode, you’ll have everything you need to tackle the social media landscape this year.
Social Media Trend #1 (01:45)
Social Media Trend #2 (06:25)
Social Media Trend #3 (11:30)
Social Media Trend #4 (18:20)
Social Media Trend #5 (27:50)
Social Media Trend #6 (32:05)
Social Media Trend #7 (40:10)
TOP 5 (49:10)
These are three important ways your business can experience a difference in your sales and marketing in 2020 with the sole aim of achieving exponential growth.
Contact us via our social media platforms for a free personal strategy session on how to achieve hyper-growth in 2020.
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Shopify Unite is a special time for all of us. Every year, it’s an opportunity to get together with our global partner community, celebrate our shared success, and discuss our vision for the future of commerce. Unfortunately, this year Shopify Unite will need to take on a new form.
Because of the evolving public health concerns around COVID-19, we’ve made the hard but necessary decision to cancel the in-person element of Unite 2020. For the same reason, we will also postpone Shopify Pursuit, our international conference tour.
We know this decision impacts you and everyone in our global ecosystem, but the health and safety of our partners and employees is our greatest concern. We’re not willing to put anyone at risk by proceeding with our in-person events.
We will refund all tickets, and we ask that you reconsider any travel and accommodations you’ve booked for Shopify Unite or Pursuit. Read more about our refund process on the Unite website.
Even in these difficult circumstances, we’re still fully committed to exploring the future of commerce together, and giving this community advanced access to our product roadmap. In the coming weeks, we’ll share more information about how you can participate in a reimagined Unite, and we’ll announce new dates for Pursuit. Keep an eye on the Shopify Unite and Pursuit homepages for more details.
Our conference is called Unite for a reason, and we’ll remain united from our respective corners of the world. Let’s be creative, friends—share your ideas for virtual ways we can show you all the new, cool things we have coming. We are up for anything! DM me with your thoughts.
Looking forward to seeing you again in person as soon as possible,