TRACKING RESEARCH
INTRODUCTION
All big companies use tracking research to monitor their marketing strategy and brand health. And on the internet it’s no different. The difference is that much of the data you need is provided for you rather then having to conduct consumer research studies.
This course will examine the metrics that are available and how to use them to create a tracking solution that is right for you and your business.
WHY MEASURE
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Tracking a landing page conversion rate helps you understand:
- If a landing page is performing well
- What parts of your landing page might need to be improved
- Whether it’s worth the time (and money) to keep using the page
Conversion rate is the landing page metric that prompts you to ask, “what works on this page, and what doesn’t?”
Conversion rate helps you learn about:
- What brings people to a page
- How people move through your site
- What actions they take
- What stops them from completing an action
Tracking posts
Play games and experiment – the type of button, the number of images, etc
HOW OTHER TRADITIONAL INDUSTRIES DO IT
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic
THE FUNDAMENTALS
What metrics are available and what do they mean
How do we combine these metrics to create statistics that we can exploit
Whats a good rate?
It’s difficult to know this because it will vary by category (subject) and the type of page you a measuring. A page that is giving something away for free should do better than something than a page that is a page that is offering a paid eBook or subscription.
Some categories like food and recipes are going to have huge search traffic and so the proportion of hits you get
In some ways though it does nit matter. The key is that your page views continue to go up or your conversions rates improve in and of themselves rather than as a proportion of the total market. Its also difficult to get a hold on the total market and how other sites and posts do because often these numbers are not published.
So as long s you have a good strategy and a measurement strategyas well then you can maximise your likelihood of success.
THE METRIC FUNDAMENTALS
What metrics are available and what do they mean.
Pageviews:
Tell you how many times your page has been viewed. This might be unique visitors or the same people returning nd these stats are important. Just this metric viewed over time can reveal a lot about your site.
Bounce Rate:
Bounce rate (BR) is the..,
Goggle counts a bounce as being the lack of a second interaction on your page or post within 30 minutes. This can be somewhat misleading because you might be writing about a highly technical subject and the post is engaging enough to keep the reader there for a long time.
What does Google mean by interaction?
Time spent on page:
This is one metric that will vary across category, eg
How do we combine these metrics to create statistics that we can exploit
CUSTOM METRICS in GOOGLE ANALYTICS
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EXPERIMENTATION
Creatig experiments within your online business is the stuff that can really make you zoom
Knowm as A/B testing, it allows you to compare different marketing strategies, tactics and executions for the purpose of seeing which ones work best. Each time you test and adjust you are making your site a more effective business.
Lets study this chapter with some examples.
COURSE OUTCOME – A STRUCTURED MEASUREMENT MODEL
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic