web analytics

The Portability of Content: Implications on Usage, SEO and Tracking

Last week, I moderated several sessions on Emerging Trends at the eMetrics Marketing Optimization Summit. A couple of the sessions were about measuring social media. That same morning announcements were made regarding the deals Twitter had struck with Microsoft Bing and with Google. With Microsoft Bing also announcing a deal with FaceBook. The gist of the deals, is that now your tweets or status updates can be found on the search engines. I think of this as a behavior changer…

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Strategy Challenges for Effective Online Marketers, Part 2

In my last column I covered the first three of seven online marketing challenges. Marketers often find they need to: Reach more people. Reach better people. Have more resources. Improve testing and usability. Redesign. Obtain better metrics. Improve conversion rates. Let’s consider the latter four challenges: 4. “We need better testing and usability.” Evaluate how easy it is to buy from you. Determine if your visitors quickly can find what they’re looking for. Check out the ease of your check…

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30+ Google Analytics Plugins, Hacks & Tricks

Google Analytics provides some great information about what is happening on your website. But what if you want to take it to the next level? Thanks to the many smart people who have created these wonderful hacks and plugins to get you some powerful additions to Google Analytics. Please note most of these need the truly awesome GreaseMonkey FireFox extension. I’d also highly recommend the following 3 books for anyone trying to get the most out of Google Analytics: Brian…

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When Web Analytics Lie

What happens if your onsite web analytics look good, but you still aren’t drawing conversions? Mike McDonald, of WebProNews caught up with me after one of my site clinics at Search Engine Strategies for an interview on Creating a Self-Service Sales Cycle. After looking at the analytics, I saw that not a single page had a bounce rate over 20 percent and no page had an exit rate bigger than 30 percent. However, the conversion rate was under 1 percent.…

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