Online Business Optimization

Conversion Share

admin — Wed, 10 Feb 2010 21:49:09 +0000

Today I would like to talk about brand new metric in PPC/web analytics. I have decided to call it Conversion Share. This new metric shows the share of the conversions for the given keyword for the specific ad spot in the Google search space. So for example you have a keyword digital camera in your adgroup and Google triggers your ad depending on your bid and quality score. So your ad can be as number 1 on the top of the SERPs or you may have number 2 or 3 if you pay good enough to occupy such a high positions. If you pay less then you may have your ad listed in the right side as number 1, 2 etc.

In Google analytics if you integrate your Adwords account to your Google analytics account you can have a report showing your ad positions and the conversion rate for all historical positions. Depending on type of your keyword you can get more conversion share in spot top1 or top2, but for some keywords it may better work side 1 spot. So if you get all data from your Google analytics account you will be able to identify what spot is more profitable for you.

for the Google Adwords ads position in the

Advanced keyword analysis for your PPC account

admin — Wed, 10 Feb 2010 21:34:28 +0000

The most important process in PPC keyword analysis is to find the reliable sources where you can get full list of the business relevant keywords. Usually I am using Google keyword tool, but when you have a large Google Adwords account then you should think about other sources as well. So after doing some research in the keyword arena I have found some resources I would like to share here.

www.keywordspy.com

wordstream.com

spyfu.com

http://www.keywordspy.com

AdGooroo.com

freekeywords.wordtracker.com

tools.seobook.com

keyworddiscovery.com

ispionage.com

keyworddiscovery.com

searchmarketing.yahoo.com

optify.net

webceo.com

positionmonitor.com

https://adwords.google.com/select/KeywordToolExternal

https://adcenter.microsoft.com/Default.aspx?RURL=https%3a%2f%2fadcenter.microsoft.com%2fresearch%2fKeyword

Research.aspx&reason=1

http://freekeywords.wordtracker.com/

http://www.google.com/trends?

http://adlab.microsoft.com/Keyword-Forecast/

http://www.facebook.com/

http://trendistic.com/

http://www.seomoz.org/labs/blogscape

http://news.google.com/archivesearch?

https://adwords.google.com/select/TrafficEstimatorSandbox

http://www.semrush.com/

http://searchanalytics.compete.com/

E-commerce: Filter Products Listing

sidikov — Thu, 06 Aug 2009 19:04:01 +0000

In this article I am going to talk about different filtering options in the e-commerce web sites. Large web sites like http://www.overstock.com/ have thousands of different categories and products and it is impossible to list all products in one page, so they try to use Filtering options to make life easier for the customers.

For example:

Conversion Rate Improvement Experiment Step One: Collecting basic web analytics information

sidikov — Fri, 24 Apr 2009 20:12:45 +0000

Today we are starting Conversion Rate optimization experiment for Kreativ Shop – online shop selling flash memory cards in Denmark. The main reason for that is to test different online marketing approaches in order to keep a current Conversion Rate which is 4,4% for the last month and try to increase an average yearly – 4,52% Conversion Rate. Main flash memory supplier has increased prices for all products last week by 15-20% and therefore all prices including taxes in the shop were increased by 20-25%. So the question is how the price changes will affects the shop conversion rate?

First of all we need to collect a basic web analytics information about site visitors to make a qualitative analysis based on:

Bounce Rate
Average Page Views
Time on the site
Traffic Sources
Conversion Rate and Bounce Rate by all traffic sources
Keywords performance and Adwords campaigns performance
Site top content and top landing pages
Conversion Funnel and Funnel visualization
E-commerce data

Bounce Rate

A bounce rate will show us the an effectiveness or the performance of the page visitor entered so we will be able to calculate some numbers to determine whether the page is doing well or not.

Google Analytics offers many possibilities to calculate the Bounce Rate: you can calculate Bounce Rate for a whole site, by all traffic sources, by top landing pages or top content and on a keyword level. But for this experiment we will focus only in the bounce rate metric that mostly affects our PPC and E-mail campaigns, which is in our case bounce rate of top landing pages, the pages we drive our PPC traffic.

Since we can all our online marketing campaigns are focused on top la

According to Google Analytics a yearly e-commerce conversion rate was 4,52%:

We will run this experiment for one month and present results here so everyone can use it as a beginning point for shopping cart performance optimization.

The simple step to reach our goal would be analyzing web analytics information and focusing only on the top performed products in our campaigns.

The bounce rate of the shop is 36,63% which is little higher than yearly average:

test

Bounce rate

E-mail Marketing

sidikov — Sat, 14 Mar 2009 20:39:12 +0000

E-mail marketing is one of the most important tools of communication to your clients. You can improve your conversion rate by planning and sending effective e-mail campaigns. Usually most performing internet marketing channel for online shops. Less costs but more revenue with the higher conversion rate! Can you confirm this for your e-mail campaigns? If no, then we can help you to boost your sales using high effective campaigns.

Web usability

sidikov — Sat, 14 Mar 2009 18:51:17 +0000

Web usability is the most important aspect of the today’s online business process. Usability of the web site demonstrates how the web site is easy to use, perform the tasks and clear to understand for the users.

For example the visitors of the web-shop should easily find the products they want to buy, otherwise they’ll just leave. If they get lost in the web site because of the navigation structure they also leave your web site and may be never come back again.

Mostly the usability of the site is identified by visitors. They use to remember a web site where the surfing experience was a great and easy. Simple and easy user interface with a clear navigation can in general improve usability of the web site.

PPC Optimization

sidikov — Sat, 14 Mar 2009 17:55:56 +0000

We specialize in Google AdWords set up and optimization, where first priority is to reach clients targets for PPC campaigns.

We pay our attention to each keyword related to the web-site, we have developed unique system in creating ads using linguistic, semiotic and psychological patterns which allows us to reach maximum CTR in Google AdWords for the specific industry.

In the same time it is not only traffic to your site, it is a potential customers who then will buy your products and service increasing your Conversion Rate.
You can have a huge traffic from PPC, but if it does not converts to the customers and increases your ROI then it doesn’t meets your financial goals.

E-Commerce optimization

sidikov — Sat, 14 Mar 2009 17:45:32 +0000

We have unique experience in e-commerce optimization. Working with different shops in the electronics, cosmetics, food and gadget industries we have gained invaluable knowledge about visitors behavior and the buying process, so we can help you to improve conversion rate and customer retention.

Last few projects in developing and designing user friendly online shop allowed us to collect very useful information about e-commerce shopping carts and their users.

Search Engine Optimization

sidikov — Sat, 07 Mar 2009 18:21:50 +0000

Search Engine Optimization (SEO). SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach. Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO (SEOs) consider themselves to be in the broad field of website optimization (since so many of those elements intertwine).

We all know that a traffic is a most important and required factor for any project in the web. You may own an online-shop where you sell your products or services or your company has a corporate web-site, may be you have a social web site such as a blog, forum or news portal where different people can read news, meet and communicate each other. So what is the most important for you is Visitors, who can buy products, use services you offer, read the news and communicate each other.

Today 85% visitors in the web are coming from the Search Engines like Google, Yahoo or MSN. Let’s say a user wants to rent a bus and ready to pay for the service and he (she) searches for a company who offers a bus renting in Google for a keyword like “busses in London”. Probably this user will click on the first 10 listing results and (or) to the sponsored links in the top of the “organic” results and in the right side.

Search Engine Optimization is a long – term and complex process of the optimizing web site for “getting” it to the top – 10 for Google, Yahoo or MSN. To reach this goal we use the methods and technology which meets the requirements of the major Search Engines. The first thing we consider in optimization process is to keep in mind the real visitors of the web site. Web site can be optimized for any Search Engine robots but if it is not user friendly then a potential customers can leave the site for forever.

The following is the main techniques we use in Search Optimization Process:

Definition of the most important keywords for the web site

User friendly indexing in Google Yahoo MSN

Increasing web site Page Rank for Google, TrustRank for Yahoo

Making it easy to “crawl” your web site by the major Search Engines