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FutureNow Post
Wednesday, Sep. 1, 2010 at 5:59 pm

Your New BFF: Weighted Sort in Google Analytics

September 1st, 2010

Today’s post is about a new, easy-to-use feature in Google Analytics called “Weighted Sort.” If you’re unfamiliar with it, watch the video, and after the break, I’ll go into why and how it’s useful, as well as what to do in situations where you can’t use weighted sort.

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After watching that brief video, you now understand that you can sort using the usual metrics, OR you can let GA use visit or pageview metrics to “weight” the significance of the sort. The…

...continue to read "Your New BFF: Weighted Sort in Google Analytics"

FutureNow Post
Friday, Dec. 18, 2009 at 8:07 am

Content Targeting: Helpful Tool or Money Pit?

December 18th, 2009

throwing-away-money1.jpg (JPEG Image, 400x400 pixels)_1260892139315 Yesterday, Brendan Regan and myself were looking into a client’s marketing efforts in Google Analytics and found something extremely disturbing–they were using Google’s AdWords content targeting as their primary means of paid traffic. Nearly half of their traffic was coming through paid search, and of that half, around 80% was content targeting. In comparison to the rest of the site, page visits were down 37%, time on site was down 20%, and their bounce rate was up 40% .  There’s no…

...continue to read "Content Targeting: Helpful Tool or Money Pit?"

FutureNow Post
Monday, Dec. 7, 2009 at 9:00 am

Increase ROI On Your Marketing Efforts this Holiday Season

December 7th, 2009

christmas_4Perhaps you’re investing in affiliate marketing and have created some really captivating holiday banners for your affiliates, or maybe you’re investing a lot in PPC this holiday season.

Are you simply looking at whether a marketing effort is converting and bringing in sales? Are you ignoring the step-by-step process visitors are going through from the marketing effort, to final conversion point, and making some assumptions for why one marketing effort might be converting more effectively than another?

Don’t just look at conversion…

...continue to read "Increase ROI On Your Marketing Efforts this Holiday Season"

FutureNow Post
Friday, Nov. 13, 2009 at 1:00 pm

5 Ways to Court Your Visitor

November 13th, 2009

courtingAttracting visitors to your site is similar to the dating scene and wooing your prospective partner. And, like in courting, there are some hard-fast rules of engagement for attracting your prospect.

1. Look Nice – You want to put your best face forward. Your homepage is often the first thing that your visitor sees when they visit your site, so make sure that it is aesthetically pleasing and easy on the eye. Remember, for a vast majority of sites, the homepage has…

...continue to read "5 Ways to Court Your Visitor"

FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

...continue to read "Make Your Web Analytics Actionable in 5 DIY Steps"

FutureNow Post
Wednesday, Sep. 3, 2008 at 9:28 am

Don’t Dismiss the Base Hits

September 3rd, 2008

swing for fencesReaders of this blog, and especially those involved in testing, know that conversion rate optimization is the goal we’re after.  It’s a great feeling to know that a test you worked on increased conversion, especially when it’s a “Home Run.”

We define Home Runs as triple-digit increases in conversion rate.  When we help our clients hit home runs, we ring the bell and celebrate.

But one of the dangers of early testing efforts is the problem that some baseball players…

...continue to read "Don’t Dismiss the Base Hits"

FutureNow Article
Wednesday, Nov. 14, 2007

Measuring Visitor Engagement: Tools + Tips

November 14th, 2007

The other kind of engagementEngagement” in the web analytics world is about as emotionally-charged a word as it might be with someone you’ve been dating for a week. At best, it’s a conversation-killer. At worst, it’s a nuclear warhead. Marketing and analytics experts have a hard enough time agreeing on what exactly engagement is, let alone finding the metric(s) to illustrate it.

But this confusion among smart people makes sense when you think about it. When was the last time you had a face-to-face conversation with…

...continue to read "Measuring Visitor Engagement: Tools + Tips"

FutureNow Post
Tuesday, Jun. 5, 2007 at 12:52 pm

Established Brands Beat Newcomers With Usability

June 5th, 2007

Having a recognized brand buys you a lot of forgiveness with potential customers. But, regardless of your brand’s position, time is money when it comes to online conversion, and homepage design & usability play a big role.

The Rimm-Kaufman Group‘s Larry Becker writes about a recent study suggesting that:

. . .high growth companies are not evaluating and improving their home page designs in a systematic way. By comparing the home pages of the Fortune 30 against Inc Magazine’s fastest growing companies, researchers from…

...continue to read "Established Brands Beat Newcomers With Usability"

FutureNow Post
Monday, Apr. 2, 2007 at 7:30 am

Measuring the “Piss-Off Factor” — Part II

April 2nd, 2007

Okay… So, the methodical types have called me out on my last post. While I explained the “Piss-Off Factor,” I didn’t explain how to measure it. Although “measure” was indeed in the title, I didn’t mean it in the web analytics sense; rather, I was hoping to get people thinking about the customer experience as a whole. More to the point, that what we can’t measure is sometimes more important than what we can.

For instance, my example that although a “live chat”…

...continue to read "Measuring the “Piss-Off Factor” — Part II"

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