Friday, April 10, 2009

The Things Web Analytics Teach You

We have already talked about web analytics a lot of times. We have also covered a number of programs that can be useful for this process. You may assume then that the information that you are going to receive will be dependent on the application that you are using. For instance, if you are a Google Analytics fanatic, the data that you are going to receive include where the traffic is coming from, how they arrive at your website, how long they have stayed, and what pages they are viewing. 

However, you can summarize all the messages of your web analytics programs into three things. 
• They tell you about your website design and content, 
• the marketing campaigns you have launched, 
• and the behavior of your prospects. 

What about your marketing campaigns? 

A web analytics program can tell you how your marketing strategies are doing. Let us use an illustration: Let us suppose that you are using a PPC campaign to promote your website. With Google Analytics installed in your website, you can then determine which of the clicks came from your PPC. You can then evaluate, depending on how many and value of the clicks you receive, if your PPC campaign is helping you in marketing your websites. Are you getting the right traffic into your website? Will your conversion give you good returns to your PPC investment? 

Web analytics then can tell you which of the techniques that you have are working or not. Then, you can make the necessary changes to improve your poor-performing strategies. You can determine if the keywords you have chosen are the right ones or not. You will also have an idea if your marketing techniques are geared towards your chosen niche. 

What about the website content and design? 

A lot of online business owners think that website design is enough to drive people into their pages. There are also others that says that content is still king. The answer is that Internet visitors are more inclined to visit a website with relevant, accurate information, as well as well-designed website. 

A web analytics program can also be used to confirm if you have a well-written content and well-designed website. First, you can identify which parts of your website are getting the most clicks. Is it your Product page or Contact Us page? You can also identify how long an Internet user has stayed in your webpage. If it does not take long enough, you may want to know what is wrong with the page. It could be because the pieces of information that you shared on the page are outdated or lack more relevant data. You can make the necessary corrections and check if the changes done elicit the kind of response that you are looking for. 

What about user behavior?

This is considered to be the most ideal information that you can obtain from a web analytics application. When you know the habits of your Internet users, you can identify who among them will be your prospects. You can then pick among your prospects the most qualified leads. 

For one, you can identify the pages they have visited. Those who have checked out your Product page and Contact Us page are more likely interested on what you have than those who are only checking out your homepage. Moreover, those who have been visiting your web pages quite a number of times may exhibit interest more than those who checked them once. 

There are several features that you can utilize from your web analytics program, but you have to ensure that you can maximize their use. 

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Friday, March 27, 2009

Organizing Your Lead Analysis and Metrics

Lead tracking and management are very important, yet they are also cluttered tasks. Why is that? It is because you have to face a lot of lead information and lead analytic results every day. Before you get a big headache, you must be able to find a way to work some way out of the pile of “debris” before it overwhelms you.

The answer to that is organization. You must be able to find a way to streamline the flow of information that will maximize your efficiency and productivity. This is so that you will not be confused and be eaten alive by your lead management tasks every day. So how can one do that? 

Here are few tips on how you can introduce some semblance of organization into your lead management department: 

You must understand that not all leads and information you receive are important. 

This is true. In all forms of Internet marketing, regardless of whatever product they may promote, not all leads that are generated are important. This is because not all of them may want to buy the product you are offering. Others may have signed up for the offer just to get the freebie that you are giving away. As an Internet marketer, you need to be able to separate the ham from the spam in this line of work. 

Take note of all important leads. 

In this step, you should be able to keep track of all the important leads. One way of doing this is to organize them by lead score. The lead score is indicative of how much interest the lead has for your product; the higher the lead score, the greater the chances that you can convert this lead into a customer. Using the lead score, you can come up with some sort of dashboard in which you can see which leads are more likely to buy your product. They should then be monitored closely and regularly. 

Use simple reports. 

One common mistake that marketers make is to rely on complicated reports. That can be time-consuming, and sometimes these reports do not show much result that you can use. In order to save time and increase efficiency, it is better to structure your lead tracking reports simply. This way, you can see the data you need easily without having to figure out what each field in a table means. This is what you would usually do just to know where you stand in your marketing efforts. 

Advantages of an Organized Lead Analytics Scheme

Here are some of the benefits of an organized lead tracking scheme:

The appropriate action is taken for every lead. 

When you organize your lead tracking, you can gauge as accurately as possible the level of interest that the lead has for your product. This way, you can assign him or her to the appropriate marketer or sales agent in charge of a specific action. For example, a very interested lead can be assigned to someone in charge of making a sales pitch, while a less interested lead can be subjected to further nurturing and persuasion. 

Everything moves faster. 

With an organized lead tracking operation, there is less or no time wasted on shuffling through papers or reports just to know which lead should be assigned to whom. Everything shall move smoothly and quickly; leads are assigned to the person who is best trained to deal with them. Because of that, a lot of results are generated in a shorter time compared to the time when you were still messy and disorganized. 

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Friday, March 13, 2009

Google Analytics: What Do You Exactly Track?

A lot of my readers have been asking me about what are the different things they have to be mindful of when it comes to Google Analytics. I definitely understand. I have been talking about web analytics, and yet I have never really tackled much on how and what to track. Well, today is the day. 

I will tell you the top things to monitor when you have Google Analytics:

File Downloads. 

Normally, if you have a website, you can have a lot of files that you’re willing to share to your Internet users. You also have a short description of what they are (that’s how you actually encourage them to download the files). You should know that only those who are interested with further information will download them. Fortunately, Google Analytics allows you to keep track of the files that have been downloaded, regardless of what they are. Moreover, you will not only know which files have been downloaded, but also how many times they have been saved in somebody else’s computer or laptop. You will then have an idea which type of information your target market are looking right now. 


This is excellent if you have been running blogs into your website, or if you have been promoting your products and services through blog posts. There are two types of activities that you have to take note of. First is how many people clicked on your Submit Comment. You also have to be mindful of those who click on Post Comment. Normally, just by looking at your blog posts, you will already have an idea of how many pages have been visited and frequently commented. However, this simple technique will only be ideal if you are talking about comments on recent posts. It will be more difficult if your readers have been commenting on your posts written several months back. Your Google Analytics therefore will provide you with a more comprehensive detail when it comes to blog comments. 

Opening of New Accounts. 

You may also want to pay attention to the new opened accounts. Again, there are two types that you have to watch out. First, how many of them have successfully completed the registration form, and how long did they take to do it? Second, how many weren’t able to finish the form, and where did they actually stop? The answers to these questions will help you identify if you have a very effective lead form for your customers or not. If it took them so long to finish the form, then you may have to shorten it, so there will be more people who get to finish them. You can also evaluate the questions that you’ve made. Perhaps some of them are not that really important. You can remove the fields from the form. 

Newsletter Subscriptions. 

You may argue that you do have a mailing list. Well, mailing lists just contain the list of names and addresses. It would not tell you if your newsletter has been opened or which of the URLs that you have included were actually clicked by your e-mail users. Google Analytics becomes handy since it gives you figures that you can use to calculate your conversion rate. You can then assess if the newsletter is bringing in profits, or if you have to change this method of marketing campaign to make it more appealing to your readers. 

Again, I would recommend it that you get to know your Google Analytics a lot better. If you’re not a member, then do so. It’s completely free, and you can run it together with your lead manager.

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Thursday, February 26, 2009

Important Tools to Have in Lead Management

Lead management is a very important process for your business. Because of that, you need to do it right if you want to record some sort of success in your operations. What best way to do that than to have the best tools there are? Of course, you also should be able to know what tools marketers use in their lead management process.

Here are some of the most important tools that you can use for lead tracking and management:

A Database

The role of a database is central to the process of lead management. Through a database, marketers can easily store relevant information on a lead to be used later on when they take action on these prospects. In here, marketers can take out information like IP addresses, contact information, the source of the lead, and many others.

Aside from acting as a reference material for lead information, a database also has other uses. For example, the pieces of information within the database make it easy for marketers to evaluate their own performances. By simply looking at how many leads or visits come from an individual marketing campaign, marketers can check how effective that campaign has been, thus setting a benchmark for future applications. Using the database, marketers can also which advertising campaigns are lagging behind and need further improvements.

There are a lot of many other ways that a database can help in the marketing and lead management processes.

Web Analytic Tools

Without these tools, there’s no a way a marketer can find out the receptiveness of the target market to their offers and products. These tools make it possible for marketers to find out how many people have visited their websites and have become interested in the offer these websites are making. For example, they are able to track visitors’ movements within your website. If they have been able to browse through more than one page in your website, then his lead could be very interested in buying your product. Another function of the web analytic tools is to show you where these links came from and even tell you what link within that page referred them to your website. 

Without web analytic tools, there is no way your database can function. It is from these web analytic tools that marketers get the necessary information to input in a database, especially IP addresses. You could say that the database walks hand-in-hand with these tools while traveling down the lead management road.


Of course, without a website, there’s no a way a marketer is able to get his message out to the world--or to his niche market, at least. The website is where he places information about his products and where visitors see them. When designing a website, marketers should be able to add some so-called success pages in it.

One common example is the Contact Us page. This is usually viewed as a page where one can see contact information of the marketer. However, it has a very important role in lead management. Obviously, it is telling the lead how to get in touch with the marketer. In lead tracking, however, the number of leads generated through the contact page is used as a gauge in measuring the site’s performance.

Another one of the success pages is the Download Demo page. This is yet another page that can show how effective your marketing campaign is. This is simply where the lead downloads the demo version of your product, so he can test it and see if he likes it. Using your web analytic tools, you can find out how many people are interested in the product. You can check how many people have visited and clicked on the Download link in the page.

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Friday, February 13, 2009

The Basics of Reading Web Analytics

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Web analytics is the most informative part of Internet marketing. Through web analytics, you are seeing how well the market is reacting to your advertisements and your campaigns so that you can gauge whether or not you have to improve on some parts and keep up with the others. You’d also know which parts are clearly not yielding results at all and which ones are not really reaching out to your intended market.

Web analytics, however, can be confusing for the first-timer. When you click on “stats,” for example, you can see a lot of information that, if you are not well versed in it, would be crazy. The web analytics information in your website’s control panel is composed of several information or data fields that you need to understand or know about.

However, once you learn to read what it’s in there, that won’t be a problem. You can then use the information there appropriately for your marketing campaign. Are you ready? Here are some of the things that you can see when you read your web analytic information for your website.

IP Address

The most basic information you can find is the IP address. This represents a unique address or individual in the whole of the Internet. From the number of IP addresses, people used to read how many computers or workstations (hence, people) have visited the website.

However, these days, the growth of ISPs that use proxy addresses makes it impossible to determine the unique visitors from all of them because proxies make people hold the same IP addresses. There are unique IP addresses for each network interface card; however, the ISP hides these addresses and substitutes them with the proxy address. Because of that, most web analytic software and systems now use an algorithm based not only on the IP address but also on the operating system the unit uses, among others, in order to determine the uniqueness of the visit.

Number of Visits

After the IP address column, you can see the number of visits that the same IP address has made to your website. For your lead handling functions, this number of visits is already a gauge as to what the lead score is to be assigned to this visitor. The concept is that the number of visits he makes to the visit is an indication of his interest to the content of the website and, hence, his interest to the niche market that your products belong to. This helps you to identify which visitor you can try to contact in order to try and offer a deal.


One other column that you can see in a web analytic page is the referrer column. In this column, you can see either an IP address or a website address. Simply put, the referrer column shows you where the lead or the visitor came from or how he found out about your site.

The referrer column, like the IP address, can show you how successfully your ad campaign has become. If you are running multiple marketing campaigns--for example, article submission--the referrer column can be used to find out which of your articles or which of the article directories you have submitted to is giving you the most number of visitors and referrals.

These are the most basic information that you can find in the web analytics form of your websites. There are others, but these are the ones that you can see more clearly and the ones that you can use to find out how effective your marketing campaign is and how you can make moves to even further its effectiveness.

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Thursday, January 29, 2009

The Challenges with Web Analytics

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Web analytics is a process that is part of Internet marketing. Simply put, it is just the process of gathering data about the user activity on the Internet. It is used to find out to some degree what the “buzz” is all about. It addresses questions such as “What are the people interested into today?” “What are the things that can help us make good money from the Internet?”

Web analytics is simply finding out how lucrative a business idea can be. Through web analytics, you can find out if, for example, selling jewelries through the Internet can be a good idea or, if not, how we can build up hype for such a project. It is also useful for developing content for search engine optimization; these web analytic or SEO tools make it possible to research what keywords in a particular niche market is currently popular in search engines.

Based on this definition, you can see how useful web analytics is. However, web analytics is simply not for everyone. This is because of the fact that web analytics can be understood by people who are professionals in the IT field. Since every web analytic solution that there is today is biased toward people who are well-versed in IT, there are some difficulties that people who don’t belong in that category can run across when trying to perform web analytic process on their own.

For example, web analytics involve a large volume of raw data. These are raw, unprocessed data that most of the times do not give a lot of significant information. It requires a good amount of time to sift through them and weed out the important information from the “noise”--or data that are otherwise unable and unqualified. This can be frustrating to most marketers, who would tend to view web analytics as simply a waste of time and effort.

A good example of this is encountered by marketers who purchase and invest on leads from third parties. Using web analytic tools, these marketers find out that a certain number of their purchased leads are unqualified and ineligible for the product offering. They do so by looking into each every lead through a variety of marketing methods and measuring their response to determine the leads’ eligibility to the product.

For these reasons, most marketers are afraid to use web analytics and decide to just go on with their marketing campaign without making use of the tool. This is because they view web analytics as not just a measure of success, but they also view it as a measure of their failure. Other marketers also balk at web analytics because it takes up most of their time instead of getting on with their business. Whatever the reasons are, web analytics is getting more and more neglected by the marketing community especially by the non-technical people.

However, web analytics is still an important part of business. What these marketers do not understand is that web analytics is a tool that can be advantageous when used wisely. It is also a tool that can mean loss or revenue for the company.

Web analytics is not just a measure of failure; it is a gauge that you can use to find out why you are failing and which parts in your campaign would need to be improved. It also helps you to find out which parts of your campaign are successful and which ones you should leverage on to further their success. It is mainly something you use to find out how good your campaign is doing so you can decide what actions you must do about it.

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Friday, January 16, 2009

Great Analytics Tools that You Can Use for Free

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Why do you need to perform lead analytics? There are a lot of reasons, but we’ll try to focus on another important process in lead management: lead scoring. In here, you are going to use a set of criteria to determine which among your huge collection of leads are qualified to become customers. These could be in terms of their purchasing power of explicit information such as their age, educational background, or salary range—simply put, their demographics.

These explicit data are given by your leads. They may fill out a registration form or answer a survey. Your sales agents may ask these directly from your prospects. Now, the problem is that not all information can be true. If you are going to use these data for lead scoring, then it means the model itself has a potential of becoming wrong.

You need lead analytics to determine another kind of demographic information: implicit ones. They can provide you with more insights of the behavior or interests of your leads. How long did they stay in your website? Did they fill out a customer form? How many times did they check your e-mail or web page?

You can also perform web analytics if you have some tools with you. Fortunately, a lot of them can be used for free.

Let’s begin with Snoop. This application, unlike most web analytics programs, is desktop-based. This means that you need to download this into your system. There’s no need to worry, though, as this works in almost all kinds of operating systems. This is also ideal if you’re a terribly busy individual. You basically don’t have the time to continuously check your web-based programs. Snoop can provide you with news if something happens. For example, you will be alerted when a previous visitor once again check out your web page. You can also determine how many returning visitors you have and where they come from. Usually, you will know of any event through a sound produced by the software. You can also tag your visitors, so you can easily identify them in your system.

If you want something that is easy to use, comprehensive, and, most importantly, convenient to customize, you can select BBClone. This one doesn’t depend on other services in order to generate information for you. It can also be personalized according to the needs of your business. For instance, you can change its language or use it for a lot of website platforms like Wordpress or Drupal. It can also produce log files. Some of the information that you can get out of this is website traffic, geographical location, and preference.

Then you have 4Q. This software is quite different from the other two. It is actually a user feedback that you’re going to send to your leads when they visit your website. The main objective with this is that you need to support the numbers that you can come up with the other programs. For example, BBClone will tell you that 50 percent of your visitors are currently located in the East Coast, but it doesn’t really provide you with more information as to his interest on your business. With 4Q, you can create real customer feedback to identify the kind of relationship he wants to establish with your company. What products is he interested in? Would he like to be a business partner, or is he already an existing customer?

These tools can then work alongside your Google or Yahoo Analytics. But there’s one thing you need to do first: train your sales agents in using them. These programs will still be useless if they cannot be maximized to their fullest potential.

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