Best backpack for all weathers - this was not what I meant

My consultancy company (Ideal Interface) has recently started working with this UK backpack company called traffic (https://gowithtraffic.co.uk). They have cleverly designed a wipeable water-resistant backpack called the "crosstown" and now sell it on Amazon. We do the digital marketing work for them, including some content marketing and search engine optimisation (SEO).

My latest blog post appeared on their website today with the title "There’s no such things as bad weather – just an unsuitable backpack!" 

This was quickly indexed in Google and within hours appeared in the Google Search Engine Results (SERPs). However the small issue is that the term that now gives this page a top ranking in Google UK is not one we expected. And rather than the page appear for searches such as "bad weather backpack" or similar... the one that DOES work from an SEO perspective is: "unsuitable backpack".

Ooops :-) 

Needless to say, we are going to have to look at alternative ways to optimise this site and its pages for the correct search terms in future.

What's the value of a single link?

Today I'm carrying out an experiment, to see what the value of a single link from my blog to a client site is actually worth.

Mactaggart & Mickel Homes

Having posted the link in this blog post, the aim is for me to measure:

1. How quickly a hyperlink to the site is recognised by the popular search engines
2. The direct traffic this delivers
3. The potential impact upon organic placements (if any)

Note:
I will post on any findings I undercover (if they are allowed in the public domain)

Further metrics of content marketing success

In one of my recent posts (here) I provided three important metrics for understanding the value of your content marketing efforts: bounce rate, pages per visit and returning visitors. Furthermore I said I believed that although these three figures are each individually important, when combined they are potentially even more useful.

However, there was a couple of metrics I did not include:

1. Sharing:
   It is possible to measure the use of social sharing functionality in several ways, including: the metrics provided by applications such as addthis / sharethis / etc. that usually come with their own built-in analytics or by tagging actions that integrate with your website analytics.
2. Conversions from links
   Within your website analytics package you should be able to track users from links within your content pages all the way through to them completing their required goals. This gives you another indication of the value of the content you are producing and how it is directly affecting your bottom line (note: it is even possible to tag each link with it's own specific identifier).

Have I missed any others?

Note:
You may also want to read my previous post on Content: Found, read, shared and measured, a useful way to categorise your content marketing activity.

The marketing value chain

In a presentation I have recently, I cited the phrase from a McKinsey article a couple of years back

"if marketing has one goal, it is to reach consumers at the moments that most influence their decisions"

This is a fairly broad statement to make and on reflection it sounds like it comes from a psychologist and not a technology driven marketing perspective. However, if marketing is to be efficient in it's delivery, it needs to understand where it sits in the decision making process and ultimately what its goal is... to drive further revenue (and therefore business value).

Below is a diagram I have used fairly often to simply show the marketing value chain:

Although it is a pretty obvious process (and typically used in the context of digital marketing) it does tend to focus the role that marketing of any sort should have:

1. To create the relevant traffic (store visitors, website clicks, etc.) that creates the greatest number of prospects
   Note: Relevancy can mean anything from a greater propensity to buy through to more profitable ones.
2. So that these people then go on to convert (online, this is typically called a 'goal' and can be anything from an online purchase to a downloaded brochure)
3. So that this then creates business value for the organisation.

Retention Marketing : working out the value of your efforts

We are currently working on a project to improve the retention marketing efforts for a client. But before we are able to sit down to finalise the deliverables, the client has asked us for some Key Performance Indicators that they can expect to measure our work against.

 

This is a sort of 'chicken and egg' situation, as until we have worked out what we are specifically trying to achieve and how we are going to do this, we can't decide on our actual goals and what the success criteria are. However, given I've done this sort of thing before I felt I could 'short circuit' the process and pulled together a few examples of some of the metrics I would expect to measure as part of a digital customer retention plan. Based on the assumption that the digital marketing activity is mainly going to be via email, the ones I gave were:

1. Bounce rates (site visitors and emails)

2. Share of overall website traffic
3. Conversion rates
4. Share of total conversions

 

And finally... I suggested measuring ROI (return on investment) from this activity as calculating the cost per site visit and cost per conversion generated.

 

Can anyone else suggest anything else?

Ecommerce sites please prep for Christmas

I have a magical and imaginary crystal ball, so if you run a retail eCommerce site in the Western world ..... let me tell you what I see in your short term future....

....An increase in visitor traffic over the next 6 weeks, culminating in a peak around Christmas time.

So now I've told you what's going to happen, what are you going to do about it? Well, if you're like so many other sites I see, you'll do bugger all about it. Then, should your site start to go slow (or even stop) in the run up to your busiest online trading period ever, you'll remember this blog post. And by then, there will be almost nothing you can do about it.

But right now, with 6 weeks to go, there is still time (just) to do something about it. How much actually depends on a number of factors, including how stable and scalable your eCommerce platform and code actually are. Another will depend upon the flexibility you have with your hosting company. Other factors are much harder to describe without going into a lot of scenarios and assumptions, but suffice to say there's always something you can do to improve the performance of a site, given enough lead time and the right expertise.
Note: If you don't know who who to contact, please drop me a line

In short, dear website owner or manger, please make sure you're ready for what is expected to be the largest eCommerce Christmas ever.

Average conversion rates - important differentiation points

I have a new article published in the http://directorsof.com website, this time on website conversion. The article centres around the key fact that there is anything but an average conversions rate for an eCommerce site and that different traffic from different sources converts differently too.

I think its important for transactional site to understand one principle.... all traffic is not equal and there is significant differentiation between conversion rates (and average order values too) depending upon the source of the traffic and other factors, such as the keywords they type into search engines.

In the real world this is perhaps easier to spot. For example: a car dealer may realise that a smartly-dressed person, pulling up in a 3 year old vehicle of the same make is more likely to buy a replacement one than someone being dropped-off by a bus or by the way they dress... even perhaps in the words they use when initially asking for a test drive.

And the same thing applies online, you just have to know what those things are and set out your site accordingly.

Here's the article in full:

http://directorsof.com/ecommerce/experts/06/16/are-you-measuring-the-right-conversion-rate-asks-hayden-sutherland/
Please let me know what you think of it.

Website traffic decline, the Facebook effect?

Webtrends (now calling itself a 'Social analytics company', so perhaps it is trying to measure all the social media "gurus" out there) has released a fascinating study which reveals that an astounding 68% of Fortune 100 companies are experiencing a significant decline in their website traffic.

Yup, that's right.... at a time when the web has evolved to become the communication, transactional and engagement medium we all hoped it would be, visitors are now less interested in checking out corporate websites than they have been.

Over the same period Facebook sign-ups and traffic has increased (in the UK it grew from 24milion to 30 million  users from July 2010 to the beginning of 2011). A coincidence? Unlikely. Especilly when brands are now using their Facebook vanity URL's more, rather than use their own website adresses.