We really liked Avinash Kaushik’s presentation, ‘Top 5 Things Marketers Can Do Now’. Here’s a little summary that we broke down into smaller steps.
‘You cannot improve one thing by 1000% but you can improve 1000 little things by 1%’ – Jan Carlzon
1. Think: Increase profit – Reduce costs – Increase satisfaction and loyalty.
2. Traffic sources: In Google Analytics, look at the pie graph that shows where your traffic comes from. This will tell you areas that you could focus on. E.g. Very small piece of pie for ‘other’ sources means perhaps you can improve your newsletters as a source of more traffic.
3. Landing page optimization: Focus on only one page on your website out of the hundreds you may have. Choose your main conversion page or high impact pages. Improve this page using Google Website Optimizer to conduct A/B testing of ad copy, images etc.
4. Bounce rates: Use Google Analytics to see your bounce rate. A 25% bounce rate is good. A 50% bounce rate and you should freak out; it is bad except for blogs (not including new acquisitions). Ask yourself why customers are leaving on these pages. Can they be better directed to other pages?
5. Website content: Deliver value to your customer. Put the content of your website first (before advertising space). Solve customer problems first. Make your website what they were looking for.
6. Depth of visit: Use Google Analytics to find your average number of page views. Three pages or more means that they are engaging with your web site. Then search these people, where they come from and the keywords they use to find you.
7. Organic search versus paid search: Analyze the difference. How is each page doing?
8. Search volume: Use Google Analytics to search volume of a keyword over the course of one year. Compare this keyword or your brand (if you are large enough) to the category or industry average.
9. Websites viewed by your demographic: Use Google Ad Planner to find the websites that people visit most often anywhere on the web based on the demographic information that you put into the tool. You will find websites to display your ads and the precise audience you seek.
