Kevin Webster has 11 years of Internet marketing experience, and works in global sales and marketing for Sensorcon, a sensor and technology manufacturer in Buffalo, New York. Since 2003, Kevin has managed affiliate programs, SEO and SEM campaigns, and social media efforts for his own websites, and those of his employers and clients. Kevin has worked in multiple verticals, ranging from business-to-consumer ecommerce to business-to-business lead generation.
Currently, his efforts surround multi-channel customer acquisition. He blogs at KevinWebster.us, and tweets on occasion from his @KevinW585 account. Kevin resides in Western New York with his wife, where when he’s not reading about or practicing his trade, he’s kayak fishing. Email Kevin.
If you’re a one-person company, or have a team of just two or three people, it may seem that using web analytics to fuel your business is a time consuming distraction rather than a sound use of valuable hours.
However, if ... Read More »
Leads are the lifeblood of most businesses. From an ecommerce site looking for newsletter and social media sign ups, to a law firm looking for inquires, the act of a potential customer reaching out for help is what drives a ... Read More »
Refreshing the look and feel of your website is an important business process with far reaching implications. While there are many things to consider during the transition, it’s important to consider web analytics, to track the effects of your changes.
Whether ... Read More »
You work hard to drive traffic to your site. Blog posts, tweets, pay-per-click advertising — all of these activities are time consuming and often expensive. So when you have convinced someone that your website is worth a look, start listening ... Read More »
Marketing your brick-and-mortar store on the Internet is a necessity in the modern business environment. Consumers have unprecedented connectivity to the web at all times; any business that is not available on mobile devices is likely losing customers.
But it’s not ... Read More »
It’s fairly simple to come up with a list of “goals” that describe a website’s success. These typically include lead generation, downloads (i.e., coupons, menus, or whitepapers), and ecommerce transactions. Noted web analytics writer and practitioner Avinash Kaushik describes these ... Read More »
Knowing the source of your web traffic — organic search, paid search, social media, direct — is important. But taking a look at what your visitors are actually doing and accomplishing on your website is also key.
Studying traffic flow can ... Read More »
Google Analytics’ annotation system allows users to document important items directly in the interface, making it easier to compare and contrast two time periods. I discussed the importance of adding context to your web analytics through time period comparisons in ... Read More »
One of the most underutilized features of Google Analytics, especially for small and local businesses, is the dashboard functionality. For many of us, our time is stretched and we often neglect web analytics. So when we do log in, optimizing ... Read More »
Merely looking at graphs and numbers in Google Analytics for today, this week, or this month won’t tell an entire story. It will simply give you a glimpse of your current performance.
To really analyze in depth, add context. One of ... Read More »
“Deep visits” occur when users read multiple pages on a website. What can deep visits tell us about our website, and perhaps our customers?
Deep Visits Vary
Depending upon the nature of a business and its website, the number of page views ... Read More »
Web analytics exist to provide data about traffic and visitors to a website, to facilitate business decisions. It’s important to look at historical trends and how changes to site functionality and content affect long-term performance. But instant, real-time analytics are ... Read More »
Business websites typically have conversion goals for their visitors to act on. Whether it’s purchasing a product, filling out a form for more information, or signing up for a webinar, the initial step in the path to goal completion is ... Read More »
Consumers increasingly access the Internet via mobile devices. Businesses should know how their websites are responding to mobile devices, to improve web marketing efforts.
Whether you are employing a responsive design that resizes and rearranges itself based on mobile versus desktop ... Read More »
In the real world, a consumer’s decision to purchase a product or service is influenced by many factors, which often overlap each other during the process.
One-time ecommerce purchases may require less deliberation than, say, sales that are generated from a ... Read More »
With 2013 drawing to a close, it’s time to reflect on the year. If you’ve been tracking your web analytics, you’re in good shape to plan for 2014.
Here are 10 New Year’s web-analytics resolutions for smaller businesses.
1. Make Sure Tracking ... Read More »
Pay-per-click costs can be expensive to many small business. While the Google AdWords interface can show significant amounts of data around conversions, to really understand the impact of your advertising expenditures, it’s useful to track results in Google Analytics.
To begin, ... Read More »
A consumer’s search for a product or service doesn’t stop on a search engine results page — he or she often digs deeper on your website.
Many marketers and business owners focus on how people arrived at their lead generation form, ... Read More »
With web analytics becoming mainstream, many misconceptions and half-truths now exist — from cost, to ease of use, to what it will and won’t do for an organization. Here are three misconceptions about web analytics that small business owners should ... Read More »
Google Analytics recently updated its layout. One of the new Standard Report sections is “Acquisition” — which contains data on how a site acquires customers, whether through ecommerce, lead generation, or fund raising efforts.
While the definition of acquisition may vary ... Read More »
Google now routes all of its organic searches through a secure URL — i.e., https://. This has a dramatic and immediate impact on web analytics and search engine optimization.
What happens in a secure search is that the keyword search data ... Read More »
The conversion funnel is a key process for most commercial websites. Whether you are using a website to drive leads to your B-to-B business, or asking people to download a coupon for your brick-and-mortar retail store, getting a potential customer ... Read More »
If your lead-generation website is supported by paid advertising, it’s important to attach a value to each lead. In other words, to turn web analytics into a decision-making machine, as opposed to simply a visitor counter, you have to tell ... Read More »
A brick-and-mortar store has only one front door. But a website has as many front doors as web pages published. Search engines like Google, Bing, Yahoo!, and Ask will make their own determination as to what door they should send ... Read More »
Event tracking is one of Google Analytics most underutilized tools. From monitoring PDF downloads to video views, Event tracking counts the number of times a specific action takes place on a website, where that action might not create a unique ... Read More »
“Where are you located?” is a question often asked by potential customers on the phone. Your website can do a picture perfect job of answering this question by using any of the 10 free map tools below.
Bing provides a ... Read More »
Google Analytics can help local businesses understand more about the traffic on their websites. Whether the site has an ecommerce component or simply exists to send foot traffic through the front door, Google Analytics can provide insight into who is ... Read More »
A Realtor’s website is often the first interaction he or she has with a prospective buyer or seller. By effective use of images, text, and call to action, a real estate agency can drive more leads and funnel more business to ... Read More »
LinkedIn is a good resource to network for your local business. It has much advice and knowledge for local business owners looking to expand their reach on the web.
Here are 10 active LinkedIn Groups that you can join to learn ... Read More »
Testing your website is an important Internet marketing strategy for any local business. Here are 10 free tools you can use to see how your website is performing with search engine marketing.
WooRank’s Website Review — SEO Tool
Very popular with webmasters, ... Read More »