What’s Your Web Traffic Like?

Most clients who I talk to have Google Analytics hooked up to their site. My typical client, never looks at it, and those who do scan some top line numbers, like visits, new traffic and time spent on the site. What they don’t realize is if they dig a bit deeper in their web traffic, there is a wealth of advice waiting to be had in Google Analytics


I want to break down a client of mine’s web traffic for you. So far this month my client has seen 1,569 sessions on their web site. The traffic is meeting their expectations, but the conversions are lower than expected. So we jumped into Google Analytics to see if we could understand what’s going on.

Behavior Flow

We started off looking at Behavior Flow. This client is getting traffic from social media campaigns, email campaigns, and organic traffic, and Behavior Flow shows us what people do when they arrive on the site, based on the traffic source. We saw pretty quickly that their email recipients were much more likely to stay on the site, and click through to the inner pages that we needed.

The social media people, however, were floundering. Nearly 90% didn’t click on anything, and of those who did, we were seeing just a handful arrive at our registration page. Our first impression was that we needed to re-evaluate our social campaign, because if 90% are dropping off, we’re probably missing our target market.

Acquisition

Our next stop was the acquisition tab, where we looked at how our social media campaigns were performing. Our campaign URLs all have UTM codes, so it was pretty simple to see which campaigns were bringing in traffic that led to conversions, and which campaigns were total duds.

Acquisition was helping confirm our suspicion that we needed to adjust some things in our social media campaign. However, it was more nuanced than our initial impression. Our campaigns were all targeting the same audience, and since some were more successful than others, it seemed that the issue wasn’t our target audience, but was probably ensuring that the messaging in the ads was supported by the landing page. Canceling or adjusting some social media creatives would probably increase conversions.

Device

Our last stop flipped all our thinking. We compared the difference between our mobile and desktop traffic. Our web traffic was 53% desktop, 47% mobile, but our conversions were 85% desktop, 15% mobile.

We looked deeper and found that nearly 80% of our social media traffic was coming in on mobile devices, and 90% of them were dropping off without clicking a single thing. When we compared social mobile traffic to email mobile traffic, we found the same low conversion rates. However, most of our email recipients are older, and they were arriving to the site via desktop, not mobile.

It was clear that while we needed to adjust some of the campaigns, the real issue here was the mobile experience. My client has a responsive site, but the mobile site loads slowly, and the user experience was never really considered. It was basically a modified version of the desktop site.

Now, my client has a decision to make. They can stop advertising on channels that cater to mobile users, and keep their website as is. Or they can completely rethink the mobile experience, and deliver mobile-friendly content to their mobile visitors.

As the world moves more and more mobile, it should be an easy decision to make.

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Arye turns complex corporate-speak into creative, understandable content. He’s a digital marketing expert who enjoys BBQing and watching baseball to unwind. You can reach him at aryezacks@gmail.com

Get Customers Visiting Your Page and Booking You

So, you’ve got a great new idea that you want to sell as a service? Awesome! However, before you throw yourself into marketing the product and trying to drum up business, you need to make sure there’s actually demand for the service. And this is why market research is so important.


Market research will help you discover if you have a unique proposition, whether your customers will be willing to buy it and whether you are different enough from the competition. Small business owners often think that market research is only something for big corporations. However, there are plenty of simple ways you can do market research which can give you some quick answers.

Types of market research

There are two principal types of market research:
Primary: this is where you get the data directly from the source yourself. Think surveys, focus groups, interviews
Secondary: this is where you access data produced by others. Think official statistics, information found in libraries, data from small business associations

Let’s look at each of these in turn.

1. Primary Research

Primary research is one of the best ways small businesses can find out what their customers want. At this stage in your service’s life, you really want to narrow down your questions to find out:
• Does your target customer already pay for a similar service, or have they ever done so before?
• Would they pay for a service like yours?
• Do they understand the value of your service/do they need it?

You then need to find people to answer these questions. There are tons of free or cheap online survey tools like Survey Monkey, where you can design your survey and then promote it via email, on social media or via online ads.

2. Secondary Research

For most small businesses, you will be able to access large amounts of the information online. By trying out a few search terms on Google or Bing, you will rapidly come across a lot of reports and statistics. Be aware, of course, that many of the companies providing such ‘research’ likely have their own agenda to sell their readers a product or service. So, take these with a pinch of salt.

For more dependable market research, sites like Market Research can offer huge amounts of (paid) information on almost any market, anywhere in the world. There will also be a lot of free research made available by state, local and national governments in most countries (see here for the USA), although finding out the kind of specific information you want will take some digging.

Finally, it’s worth joining an association for your sector. Most associations charge low entry rates and they can provide you with a lot of resources about your customers and your competitors, among other things.

Learn more about launching your online service here.

Phone Bookings waste time – 3 tips for moving online

Getting your customers to book your services is the end goal of any marketing activity. The majority of business owners try to achieve this by getting to know their customers, and making themselves available to answer all of their questions and concerns. However, eventually phone bookings will be a huge waste of energy.


This tactic, with its personal touch, makes a lot of sense when you’re starting out and just have a handful of customers. However as you grow, you can end up getting trapped in a cycle of communication and reassurance with your customers. You find yourself spending hours a day on the phone; booking appointments, reminding customers of your meeting, giving directions, and confirming times.

Being on the phone is a huge waste of energy for businesses. Not only does it limit customers to scheduling meetings during business hours, it also makes interactions way longer than they need to be just to book an appointment. And this is why so many companies are turning to online booking systems.

Getting your customers used to the idea of booking online can be difficult if they are in the habit of calling your business and talking to humans. However, with an easy to use booking system in place, it will only take one visit to convince them of the benefits of booking your services online.

Here are 3 tips on how to get your customers off the phone and booking online without losing any business while doing so.

1. Make Booking Online Easier Than Phoning You

The main reason why people prefer talking on the phone to booking online is because they find online booking options confusing or unreliable.

However, phone bookings is time consuming for you and your customer, and adds extra steps and hassles that are much more easily avoided by booking via an online form. However, if your website does not make booking online as easy, intuitive, and clear as possible, your customers will not trust the system and will continue to call.

The key to encouraging your customers to book online is to make the experience something they are comfortable doing– even more comfortable than being on the phone. The best way to do this is to use booking software that has an intuitive interface and is easy to use.

Booking software like Book Like A Boss do just this. By providing an interface that feels familiar to anyone who’s used Facebook, Twitter or LinkedIn, Book Like A Boss makes booking your services easy with a visual aid of a calendar already on the page.

By creating a separate booking page that people feel comfortable with, and making the process easy and intuitive, you will ease your customers into trusting the experience of booking with you.

2. Answer FAQs On Your Web Page

Another common reason customers call a business is because they have questions that they can’t find the answer to online. The best way to avoid this is to have an FAQ page that is actually helpful.

Many FAQ pages feel out of date, poorly put together, and of no real help to the customer. Make sure you have an FAQ page that is regularly updated answers common questions, and offers a reliable email address where customers can ask additional questions.

Don’t make the FAQ page so long that customers have to dig through it in order to find answers, but make sure it gets to the meat of common booking issues. If you take the time to create a truly useful FAQ page, you will cut the amount of phone calls you need to take and save yourself time and money.

3. Confirmation Messages Reassure Your Customer

If you offer online booking services, you need to make sure that your customers receive confirmation and reminder messages that reassure them that they booked successfully.

All online booking services should come with an instant confirmation email that is sent to your customer’s email address, confirming their appointment and reminding them of their time so that they don’t have any doubt. It’s also helpful to send out reminder emails a few days before the appointment in order to remind and reassure your customer.

These little details will make a big difference to new customers that want to be sure the online service worked the way it was supposed to. And, they will also reduce the amount of phone calls you get from people wanting to be reassured by talking to a person.

Succeeding in moving your booking services online is all about creating a system that is intuitive, reliable, and comprehensive. If you make sure your online booking is a positive experience, you will see that your customers prefer it to the hassle of phone calls.