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Do Blog Posts Actually Lead to Purchases [New Data]

In our 2021 Executive Marketing Leadership Survey, 20% of marketing leaders described company blogs as one of their “most important channels” for hitting goals.

The enduring importance placed on blogging isn’t shocking. Not only can blogs boost your SEO, overall site traffic, and online presence, but they can also help prospects learn more about your industry, brand, product, or service.

But, starting and running an effective, traffic-generating blog requires a lot of time and energy. And, if you’re a marketing manager on a tight budget, you might only be interested in tactics that directly benefit your bottom line.

As you determine how you’ll invest your time, effort, and money in 2021, you might ask yourself, “Will my blog posts actually lead to purchases?”

To help marketers answer the question above, we surveyed nearly 300 consumers using Lucid software to learn if reading company blog posts had ever led them to make purchases from that brand.

Do Blog Posts Lead to Purchases?

While the growth of other content strategies, like video marketing, might have you thinking that consumers will only buy products after seeing them on other platforms, you might be surprised by how consumers responded to our survey question.

When we asked, “Have you ever purchased something from a company after reading a blog post from them?”, a whopping 56% said, “Yes.”

percentage of people who've bought something after reading a blog is 56%

Data Source

While blogs are no longer the most commonly used type of marketing content, data like the small survey above reaffirms that blogging is still an effective way to market your brand and even sell products.

Why Blogs Lead to Purchases

If your company has a blog that discusses your industry or how your offerings can help with the average reader’s everyday pain points, your audiences can discover and gain trust in your brand’s expertise. That trust and credibility could ultimately lead to purchases.

Why? If a prospect trusts the advice or information given in your blog posts, they might trust that your offerings are better quality than your competitor’s because your brand knows the industry, what customers want, and the pain points that your product or service solves.

Even if you prefer video, social media, or visual marketing strategies, it’s important to remember that blogs can help you sell products in ways that other content types can’t.

For instance, while videos and images might only give prospects a glimpse of how a product or service works in real life, blog posts can offer extensive information that a visual content editor might need to cut to avoid overwhelming a viewer on social media or other platforms.

And, while blog posts offer more chances to provide in-depth information than some content types, they also could increase your search ranking and allow more opportunities to link directly to a landing or purchasing page. Because of this, consumers could find your content via search, read your post, and click straight to a product purchasing page with low friction after your content has persuaded them to buy a product.

Additionally, because most blog sites allow you to embed videos, podcasts, and imagery, your company blog can also be a great place to promote your other marketing assets while still informing prospects about your brand.  

In the next year, consider a mix of content marketing that includes blogging. Not sure how to persuade shoppers with your blog posts? Here are a few quick tips.

How to Lead Readers to Purchases

Strategically place product page links and CTAs.

Aside from mentioning your brand, product, or service where it feels natural in your blog posts, you can also use hyperlinks to link out to product pages, or CTA buttons that draw slightly more attention to a product or offer without directing reader attention too far away from the blog post.

At HubSpot, we usually place at least three CTAs related to a blog topic in each post: a text-based CTA in the introduction, a larger banner image at the bottom, and a slide-in CTA that shows up to the side of your text as you’re scrolling through the middle of the post. This allows three mentions of a product or offering without interrupting the reader’s experience.

Offer a free resource:

If your brand sells a subscription, service, or product that’s on the pricier side or needs leadership approval from your company, blog readers might need more than a few blog posts to trust your brand and invest in your product. In that case, you might need to focus on lead-nurturing rather than sending blog readers directly to a purchasing page.

HubSpot and many other blogs have grown their contact and qualified lead lists simply by creating a free downloadable resource, such as an ebook, template, or research report, and offering it through CTAs at the end of blog posts.

Below is an example of a recent free research report resource we offered at the end of one of our Sales Blog posts:

example of a blog post with a bottom CTA

To access free — but gated — offers, readers must give basic information about themselves and their company. From there, they receive an automated email or instant download of the resource while also becoming a contact — or lead — and enter our lead-qualification process to see if they could be a good prospect to reach out to.

The HubSpot Blog’s free resource strategy results in thousands of qualified leads per year that could potentially convert into HubSpot customers. You can learn more about how to implement it on your blog here.

Remember, quality beats over-promotion.

In another recent Lucid survey, one-third of our group of general consumer respondents most commonly read blog posts to “learn something new.” Meanwhile, roughly 20% read blog posts for the sake of entertainment.

As a content creator, it’s important to remember that readers will likely find your blog because they’re looking for information related to an industry they work in, want to learn something related to their hobbies, or need solutions for a pain point they deal with in their daily or professional lives.

Odds are, they’re not looking solely for promotional content. If a reader visits your blog site and finds nothing but blog posts filled with product shots and cheesy advertorial language, they might lose interest in your content and might not develop the sense of trust needed to make a purchase.

While it’s wise to place a few unintrusive CTAs in your blog posts, and even mention your product or service when it feels relevant, be sure your content primarily offers valuable guidance, advice, and information that will help your reader and fulfill their needs.

For example, in this post about AI social media tools, we give valuable information about how to implement AI-based technology in a social media process while listing HubSpot as one of the tools readers can use. While we still mention our offerings, the post’s goal is to show readers how multiple AI tools can streamline a marketing process.

Creating Your Blog Nurturing Process

Ultimately, every brand has a target audience with different interests and content needs. While one blog strategy, such as free resources, will work well to generate qualified leads for a B2B company, other tactics, like simply linking to a product in blog posts, might be more lucrative for consumer-facing brands.

As you focus more on turning your blog traffic into revenue, keep these questions in mind:

  • What information is valuable to my audience?
  • Does my product require lead nurturing such gated offers?
  • Will the tactic I’m using seem over-promotional or disengaging to my audience?

Want to learn more about how the HubSpot blog generates leads? Check out this post from one of our content acquisition managers. Or, take down these tips on how to make money blogging.

Before you check out those pieces, be sure to download the free resource below. 

Reblogged 1 year ago from blog.hubspot.com

Tips to Help You Manage Your Email

The post Tips to Help You Manage Your Email appeared first on ProBlogger.

Tips to help you manage your email

This post is based on episode 147 of the ProBlogger podcast.

Is email starting to suck up all your time?

Dealing with emails can be a challenge at the best of times. But when you have a blog, and your traffic is starting to grow, it can quickly get out of hand. (I get thousands of emails every week.)

So this week I’d like to share some tips that have helped me deal with email quickly and efficiently.

Note: I use Gmail, and so I’ll be talking about it throughout this post. But most (if not all) of these tips can be applied to other email systems.

1. Canned responses

If you keep getting asked the same questions, then you should think about setting up canned responses. These are templates you can create beforehand and have on standby so you can quickly post a reply.

I have canned responses set up for things such as:

  • PR pitches
  • guest post pitches
  • SEO pitches (people wanting us to link to their site).

Gmail makes it pretty easy to set up these templates. But most email systems will let you create similar templates. And if yours doesn’t, just create a Word document with all your responses, and then copy and paste the relevant response into your reply.

2. FAQ page

Another way to deal with these questions is to create a specific page that provides all the answers – the frequently asked questions (FAQ) page.

I have an FAQ on ProBlogger that answers the questions I get asked most often. We then link to it on our contact form, and encourage everyone to check it first before sending us their question.

Of course, not everyone uses our contact form to send emails. And those who do don’t always read the FAQ. But it has reduced the number of emails we get. And our readers get the answer they want quickly without having to wait for my reply.

3. Contact form

Speaking of contact forms, they can be another great to reduce the amount of email you have to deal with.

As well as having fields for the person’s name, email address and message, contact forms can contain other fields you can use to help you direct your emails to the right person (or at the very least the right folder in your email system).

For example, the contact form on Digital Photography School has a Select a subject field with four options:

  1. I have a question about a product
  2. I have a bug or problem to report
  3. I’d like to advertise on dPS
  4. Something else.

Depending on which option they choose, the email will automatically be routed to:

  • our customer support team (options 1 and 4)
  • our tech support person (option 2)
  • our partnership team (option 3).

You can also suggest that the reader ask their question on one of your social media channels, and provide links to them all.

In any case, you should let them know whether you’re likely to respond, and how long it will take if you do. It’s important to manage their expectations so they won’t be disappointed.

4. Extra help

As you may have noticed, I have a team of people to help me with all my emails. And after looking after them all myself for eight or so years, it’s one of the smartest decisions I’ve ever made.

The number of emails I received really ramped up when we started selling ebooks on Digital Photography School. Whenever we launched a new ebook we’d get emails from people who wanted to know:

  • what an ebook was
  • how to download and open them
  • whether the product was for them
  • how to make a payment through PayPal with their credit card
  • how to get a refund.

As you can imagine, answering these questions took my focus away from marketing the products and developing new ones. So we hired people who could deal with all those questions.

Another smart move was to start using a tool called Zendesk. It means everyone who asks a question gets a ticket, and our customer support team can quickly bring up all the emails relating to a particular problem to see if it has been solved.

5. Email filters

One of the reasons I switched to Gmail in the first place was because it allowed me to set up filters.

Back then my index was being swamped with social media messages. Unlike today, there was no way to limit how many of them you received or how frequently. And so one of the first things I did was to set up filters so they were automatically moved from my inbox into specific folders.

These days I also have a lot of filters set up for product sales. I like to keep a record of every email I get when I sell an ebook to serve my customers. I love it when I get an email or a message from someone saying, “Hey, I bought this ebook way back when. I’ve lost it. Can I get it again?” I like being able to quickly check whether they bought it so I can send it to them again.

I also get a lot of receipts that I need to keep for tax purposes but don’t really need to see until then. So I have another filter set up that moves them to a folder and marks them as being read.

And of course, by combining the options you offer in your contact form and filters in your email system, you can potentially deal with a lot of issues automatically.

6. Unroll.Me

As a blogger, you’ve probably subscribed to a lot of different newsletters to help you keep up with what’s going on in your niche. But while subscribing to them is usually pretty straightforward, unsubscribing can be a lot more difficult.

And so rather than go through the drama of unsubscribing we just keep putting up with them landing in our inbox.

Which is why I now use a toll called Unroll.Me. It scans my inbox and shows me all the newsletter I’m currently subscribed to. It then lets me unsubscribe to those I no longer need. And rather than having to unsubscribe to each one individually, it lets me unsubscribe in bulk.

I can also roll up the ones I do want to receive into a daily digest, which is great if a particular subscription list is really active.

7. Boomerang

The other tool I use within Gmail is Boomerang. It’s a Chrome extension that lets me do a couple of things that I find really useful. (It can also do a lot more, so it’s worth checking out.)

The first thing it lets me do is resend emails I’ve received at a time that’s more convenient. For example, I can ask it to resend emails I receive late at night at 9am the next morning so they’ll be sitting at the top of my inbox rather than buried under 50 other emails.

It also lets me send my emails at a specific time. If you answer some emails while working late, people might look at when you replied and think that’s when you usually work.

And that can set a very bad precedent.

But with Boomerang I can tell it to wait until 9am the next day before actually sending the email. And so even though I answered it late at night it looks as if I replied in the morning during normal working hours.

 

I hope these tips can help you keep your email under control. Do you have any other tips you’d like to share? Please let us know about them in the comments.

 

Photo by Pau Casals on Unsplash

The post Tips to Help You Manage Your Email appeared first on ProBlogger.

     

Reblogged 1 year ago from feedproxy.google.com

Why you need to share an executive summary of your social media reports with leadership

To most social marketers, metrics like impressions, engagements, conversions and clicks need almost no explaining. These are the numbers you’re likely already tracking on a regular basis to help measure your social performance and identify areas for improvement.

While these metrics may make complete sense to you and your team, things like follower count and reach are as good as gibberish to an executive who doesn’t work in social. Worse still, when an executive can’t immediately see the impact of social on business goals, the harder it is for them to see the value in social at all. As a result, this makes it difficult for social teams to ask for the executive buy-in and investment they need to take their social strategies to the next level.

This is where social media reports can help you bridge knowledge gaps at the executive level and translate the raw data into a narrative that resonates with anyone in leadership. Armed with an executive summary of your social media report, you’ll be able to convince even the most skeptical of executives about the impact social can have on your business.

Eager to dive into your social media reporting? Get your copy of the toolkit here for free!

Download Now

An executive summary of your social media report gets you the buy-in you need

One of the reasons why executives brush off social data is because it’s not always clear how it impacts their respective disciplines. And when leadership can’t immediately connect how social influences different parts of the business, they’re less likely to throw their support behind the social team’s efforts.

This is troubling because according to the Sprout Social IndexTM, 41% of social marketers say they need buy-in from their leadership teams in order to make a greater business impact with their strategies. With something as simple as a monthly social media reports, marketers can build trust with their leadership team and clearly communicate why executives need to invest in social media.

The ability to communicate your social results can also help you secure executive buy-in when it’s time to ask for things like additional budget and resources. Suppose you want to increase your budget for a paid social campaign. You stand a much better chance of winning your finance executive over if you can show them how your social campaigns are performing and measure the return on investment.

Don’t underestimate the power of personalizing your reports

To ensure your social report has the greatest impact on your executive team, it’s important to tailor the content and language used based on your audience. Your sales executive, for example, isn’t interested in a report with engagement metrics but you can hold their attention if you share conversion data and other insights that directly impacts new business.

Put yourself in the shoes of your reader as you begin to build your report. What social metrics and insights matter most to an executive in marketing or product? If you’re sending a report to an executive on the product team, will they find data around message volume and sentiment essential for their team’s strategies? The more you can tailor your report to your stakeholders’ preferences and offer insights directly related to their goals, the more valuable it will be.

Brevity is also key when building your executive summary social media report. Don’t try to stuff every last detail into your report. Your leadership team is looking for key highlights and insights that are specific to their goals, but don’t have the time to dig through a multi-page report. Be concise—your executive summary should make it easy for any executive to quickly digest and understand the impact of your social efforts.

Consistency is key for an effective social media report executive summary

So you’ve done your data analysis and compiled the need-to-know insights into one report to share with your leadership team—great! Now it’s time to make reporting and data sharing a regular habit.

Consistently communicating your social results to the executive team keeps stakeholders informed of everything you’re doing and helps build trust between leadership and social. These updates can be as simple as a weekly Slack message with timely insights or as in-depth as a monthly report. Communicating your social results on a regular cadence eliminates any ambiguity in your social strategy and ensures executives are always looped in on relevant efforts.

If the idea of consistent reporting sounds daunting or you’re unsure of how to create a monthly social media report, we’ve got you covered. In our latest social media reporting toolkit, we’ve gathered the tools and templates you need to stand up your own reporting system. Ready to send your findings to your executive team in a way that packs the greatest punch? Download the toolkit to get started on your social media reporting today.

Download Now

 

 

This post Why you need to share an executive summary of your social media reports with leadership originally appeared on Sprout Social.

Reblogged 1 year ago from feedproxy.google.com

The big Google zero click debate; who is right?; Friday’s daily brief

Also we covered new Search Console features, Google Ads types and Microsoft Ads controls.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

How to tell stories using data

Actionable data storytelling strategies from Nancy Duarte at MarTech

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

A Beginner’s Guide to Web Analytics

Views, new visitors, returning visitors — they sound similar but these metrics are not the same. If you don’t know the difference, you could be misinterpreting your website data and making some ill-informed decisions.  

We’re going to cover everything you need to know about web analytics so you can truly understand what’s what, interpret your website analytics correctly, and make well-informed, data-backed decisions for your website and business.

In this post, we’ll cover the following. You can click on any of the jump links to skip to that section:

There is tons of data you can collect to understand how people interact with your website and identify opportunities for improvement. You can track overall traffic, bounce rate, traffic sources, new and returning visitors, time spent on site, and much more.

The amount of data can be overwhelming at first. That’s why it’s important to identify a few key metrics, particularly as you’re getting started. For example, you might start by focusing on bounce rate on a few key pages on your site. If visitors are quickly bouncing from your homepage, then that indicates they’re not finding the information they’re looking for quickly or easily enough. From there, you can identify possible next steps, like redesigning your website navigation.

Let’s take a closer look at why web analytics is important below.

Importance Of Web Analytics

Web analytics is critical to the success of your business. It enables you to better understand your site visitors and use those insights to improve the experience on your site. For example, if you discover that the majority of users on your site are using a mobile device, then you can focus on making your website more mobile-friendly.

Web analytics can also shape your content and SEO strategy. Looking at your top viewed posts, you can begin to identify what types of content and topics perform best with your audience. If you notice how-to WordPress tutorials make up the majority of your top viewed posts, for example, then you might shift and narrow your focus from definition articles about anything web-related to how-to WordPress tutorials. Or maybe you look at your site’s traffic sources and notice that organic and email traffic are your top drivers and paid channels are your lowest. In that case, you might shift resources to invest more in your organic strategy than paid.

Now that we have an idea of what web analytics is and why it’s important, let’s look at some key metrics you might track to measure progress against — and eventually meet — overarching business objectives, like increasing website traffic, leads, and revenue.

Before you read on, it’s important to note that various analytics tools may have slightly different definitions of the following terms. It’s best to consult your particular tool’s documentation to understand exactly how each is calculated.

Pageviews

Pageviews is the total number of times a page was viewed on your site. A pageview (or view) is counted when a page on your site is loaded by a browser. So if a person were to view a page on your site and reload the page in their browser, that would count as two views. If a person viewed one page, viewed a second page on your website, and then returned to the original page, that would count as three views.

Pageviews can give you an idea how popular a page on your site is — but it’s important to look at in context of other metrics. A page with a high number of views for a post isn’t necessarily popular since a small group of visitors could be responsible for a lot of those views. A high number may also indicate that a page was confusing and required visitors to return to it multiple times.

Unique Pageviews

Unique pageviews is the total number of times a page was viewed by users in a single session. In other words, a unique pageview aggregates pageviews that are generated by the same user during a session (which we’ll define below). So if a person viewed the same page twice (or more times) during an individual session, unique pageviews would only count that pageview once.

Since this metric discounts instances in which a user reloads or visits the same page in the same session, unique pageviews help you get a better understanding of how many visitors are viewing pages on your site and how popular individual pages are.

Sessions

A session is a group of interactions — including not only page views, but activities such as CTA clicks and events — that take place on your website within a given time frame.

The timeframe of a session varies by web analytics tool. For example, sessions in Google Analytics and HubSpot’s traffic analytics tools last 30 minutes by default. A session ends and a new session starts for a user when either A) there has been 30 minutes of inactivity and the user becomes active again, B) the clock strikes midnight, or C) a user arrives via one traffic source, leaves, and then comes back via a different source.

That means, if a user lands on your site, leaves, and returns within 30 minutes, Google Analytics and HubSpot will count it as one session, not two. On the other hand, if a user is inactive on your site for 30 minutes or more but then clicks on a CTA or takes another action, Google Analytics and HubSpot will count it as two sessions, not one, even if the user never left your site.

New Visitors

New visitors — also termed new users, unique visitors, or new visitor sessions, depending on the web analytics tools — is the number of unique visitors on your website.

As the name implies, a new visitor is an individual who visits your site for the first time. These individuals are identified by a unique identifier. For example, when using HubSpot, the HubSpot tracking code is installed on your site. Then, visitors on your site are tracked by the cookie placed in their browser by this tracking code.

Two important notes to keep in mind. A single visitor can have multiple sessions and pageviews on your site. And unique visitors is not an entirely accurate metric. That’s because most web analytics tools use cookies to track visitors, which doesn’t always distinguish new visitors from returning ones (which we’ll define below). For example, if a person visits your site via their mobile phone and then on their personal computer, they’ll be counted as new visitors on both occasions.

Returning Visitors

Returning visitors (or users) is the number of visitors on your website who have visited before. Not all web analytics tools include this metric, but some — including Google Analytics — do. In Google Analytics’s Audience reports, you can look at behaviors to see the ratio of new to returning users on your site.

Looking at both new and returning visitors metrics are great for getting a sense of how well you’re retaining your visitors, and how effective you are in attracting net new visitors at the top of the funnel.

Again, just keep in mind that this metric won’t be completely accurate if the web analytics tool uses cookies to track visitors.

Traffic Sources

Traffic sources is a metric that shows where your site visitors are coming from. Like visitor information, this metric is usually collected via the tracking code on your site.

The number of traffic sources you can track will vary depending on the web analytics tool. HubSpot’s traffic analytics tools tracks multiple categories, including:

  • Organic Search
  • Referrals
  • Organic Social
  • Email Marketing
  • Paid Search
  • Paid Social
  • Direct traffic

Ideally, you want to increase all sources of traffic. But your biggest focus should be organic search, which is traffic that comes from non-paid search results in search engines like Google. That’s because this source has potential to drive huge amounts of traffic to your site. Plus, improving this channel often improves other channels, like referrals and social, as well.

Bounce Rate

Bounce rate is the percentage of visitors that leave your website after viewing a single page. You can look at bounce rate as a site-wide metric, or a page-level one. If your site’s bounce rate is high, then it might help to identify pages with high average bounce rates.

At the page level, average bounce rate is the percentage of sessions that started on the page and did not move to another page on your site. A high average bounce rate might indicate there’s a problem with the page’s loading time, or that external links are not opening in a new tab or window, among other reasons.

To learn what actions you can take to reduce bounce rate in WordPress or another platform, check out How to Reduce Bounce Rate in WordPress.

Web Analytics Best Practices

Many aspects of web analytics are specific to your business: what metrics you track, how you build out reports, what tools you use. But there are some best practices that can help anyone collect, analyze, and report website data in a more consistent and effective way. Let’s look at a few.

1. Pick metrics that align with your business objectives.

Focusing on only one or two metrics won’t provide enough insight into how visitors are interacting with your site — but tracking every single metric might provide too much information. To make sure you’re focusing on the right metrics, start by plotting your business objectives. Think: what are the top priorities for your site? Then, think of specific strategies you’ll implement to achieve these objectives, like fixing broken links and images. You’re now ready to identify what metrics will help you track your progress for achieving your goals and ultimately your business objectives.

2. Use data to drive decision making.

After collecting and reporting your data, figuring out whether or not you met your goals is only the first step. The next — and arguably more important — step is to use that data to test, experiment, and make changes on your site. For example, say you identified some high-value content — like your Services and Pricing page — through user testing and feedback in your web design process, but these pages aren’t getting much traffic. In that case, you might move these navigation links from your footer to your header or implement other changes to make these pages easier to find.

3. Don’t limit your focus to traffic.

Understanding and reporting traffic data — including pageviews, top traffic sources, and most viewed pages — is important. But it’s just one piece of your website performance. High traffic doesn’t necessarily mean success. If you’re getting millions of pageviews but no conversions, then you’re probably not meeting all your business objectives.

4. Always pair data with insights.

If you report that your website got one million unique pageviews and four hundred thousand new visitors in a month, that doesn’t mean all that much. Only reporting the numbers provides an incomplete picture of your website performance. It’s essential that you pair this data with insights. If you report that your website got one million unique pageviews, which exceeded last month’s unique pageviews and showed a percent increase year over year, then the data is much more meaningful.

5. Look at your data in context.

While collecting and analyzing data, think about it in context. What variables or larger forces could be impacting the numbers? For example, seasonality, algorithm updates, and bots can all have a major impact on your traffic and other metrics. Say, a few pages on your site saw major spikes in traffic. These posts weren’t recently updated so you look where this traffic came from. If the traffic mostly came from one country where you usually don’t see much traffic, like Ukraine, Thailand, Vietnam, Turkey, or Russia, then this was likely bot traffic. Looking at your data in context can help you better understand, analyze, provide insights, and make informed decisions with your data.

6. Share and ask for feedback from stakeholders.

You want to provide information to stakeholders in a consistent and understandable way. You also want to ask for information and ideas from these stakeholders. They can provide valuable feedback on how they use the data, what else they want to see or understand about their users or website, and how they think they can improve the user experience or other issues the data uncovers.

Web Analytics Tools

Measuring organizational success requires more than one metric — and more than one tool. Let’s take a look at three web analytics tools you could use together. 

HubSpot Marketing Analytics & Dashboard Software

langing page of HubSpot Marketing Analytics and Dashboard Software

With HubSpot’s free marketing analytics and dashboard software, you can measure the performance of all your marketing assets  — from website and landing pages, to emails, blog posts, social media accounts, calls-to-action, and more — in one place. You’re able to track the complete customer lifecycle, measure traffic overall or on a page-by-page basis, and add multiple reports to your dashboard so you’re tracking your most critical metrics in one easy-to-access place.

HubSpot’s free tool is ideal for anyone looking for built-in analytics, reports, and dashboards so they can make smarter, data-driven decisions.

Google Analytics

Google Analytics dashboard showing users, sessions, bounce rate, and other web analytic metrics

Used by over 28 million websites, Google Analytics is one of the most popular web analytics tools. With this tool, you can track pageviews, unique pageviews, bounce rate, traffic channels, user retention, average session duration, sessions by country, sessions by device, and more. You can also build out reports about your audience, acquisition channels, website performance, and conversions in Google Analytics.

Understanding the value, flexibility, and popularity of Google Analytics, some platforms offer unique integrations with this tool. Analytics Amplifier, for example, is a HubSpot app that allows users to match HubSpot customer behaviours — including “hot leads” and “deal amount” — with real-time Google Analytics data.

The sheer amount of metrics, reports, and integrations that can be tracked or created using Google Analytics can be overwhelming. Users without SEO or technical expertise, like content creators, may find it difficult and prefer an alternative.

Crazy Egg

homepage of web analytics tool crazyegg

Used by over 300,000 users, Crazy Egg is a unique web analytics tool that provides heatmaps, scrollmaps, and other visual reports to show you exactly how your visitors are interacting with your site. Thanks to Crazy Egg’s tracking code, you’ll be able to watch what visitors are hovering over and clicking on in real time via heatmaps.

Crazy Egg also also offers comprehensive A/B testing so you can test various content variables like color, copy, and content placement, to see how it affects the user experience and conversions. This makes Crazy Egg an ideal alternative or supplement to Google Analytics for users interested in conversion optimization.

For example, Google Analytics offers several APIs that you can use to automate complex reporting and configuration tasks. One such API is the Google Analytics Reporting API. With this API, you can build custom dashboards to display your Google Analytics data, automate complex reporting tasks to save time (like getting data in two date ranges with a single request), and integrate your GA data with other business applications.

Another popular example is Chartbeat’s Real-Time API. This API consists of data that is updated every three seconds so you can see how your visitors are interacting with your content in real time. You can use this data to improve audience engagement, inform editorial decisions, and increase readership, which is why Chartbeat is used by bigwig news organizations including The New York Times and The Washington Post.

To understand what APIs are and how they work in general, check out The Ultimate Guide to Accessing & Using APIs.

Using Web Analytics to Improve Your Website

Whether you’re a small business, ecommerce site, or enterprise company, web analytics can help you and your company grow. By collecting, reporting, and analyzing data about your website, you can improve the user experience on your site and meet larger business objectives like increasing online sales.

Editor’s note: This post was originally published in July 2014 and has been updated for comprehensiveness.

seo audit

Reblogged 1 year ago from blog.hubspot.com

Google Display Network Best Practices In A First-Party Cookie World

With first-party data becoming more relevant and third-party cookies becoming a thing of the past, this leaves marketers questioning, how can I best prepare?

Read more at PPCHero.com

Reblogged 1 year ago from feedproxy.google.com

Microsoft proposes method to automatically submit URLs from WordPress to search engines

Microsoft wants to build into the core of WordPress the ability to automatically push new and updated URLs to Bing and other search engines.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

What Is AMP For Email? And What Can You Do With It?

There are 4,66 billion people in the world using the internet, and 92,6 percent of them use mobile devices to go online. Such rapidly growing usage of phones is changing the face of the Internet as we know it. Every respectful company has a mobile version of the corporate site to both provide a better…

The post What Is AMP For Email? And What Can You Do With It? appeared first on Benchmarkemail.

Reblogged 1 year ago from www.benchmarkemail.com

The Fundamentals of Email Marketing

There are a multitude of great reasons to figure out an email marketing strategy that works for your business. Email marketing campaigns are one of the most cost-effective marketing efforts you can make for your brand. Not only do email marketing campaigns help you reach a huge segment of your audience with one simple click.…

The post The Fundamentals of Email Marketing appeared first on Benchmarkemail.

Reblogged 1 year ago from www.benchmarkemail.com