I Have the Analytics Data, Now What?

Every business entity today is faced with a problem (or two), whether related to an internal process or customer. Analytics offers up part of the solution by providing us with the intelligence to understand and address the problem while benefiting the customer in the end.  Yet, the data offered up by web analytics providers like StatCounter, Webtrends, Google, etc. can be overwhelming, to say the least. This is especially true if you are a small business owner or new to the business of tracking website visitor behavior.

One look at an analytics dashboard and one can come away feeling lost or anxious to get answers. Ah, but therein lies the key: Intelligently interpreting, disseminating and utilizing the data to derive at conclusions and decisions. Otherwise, the information becomes useless. Here are some suggestions on dealing with your data.

Invest in the analysis, not the technology - You will want to first establish a team of analytical minds that will be able to interpret, disseminate and manage the mounds of data. Free programs (e.g. Google Analytics) are sufficient for the needs of most businesses. So there's no need to fret over the technology. However, you should try to avoid using two analytics programs. Experience has taught me that more discrepancies and questions arise when dealing with multiple sets of data. Not everyone may agree but let's not forget,  the primary goal and a better use of time for the Analytics team should be on the analysis and drawing conclusions. Not on the technology.

Establish Goals - Ask yourself  "What is the desired result?" or "What am I trying to accomplish?" for a particular web page. Whether it's increasing traffic or converting customers, having clear, established goals and objectives will prevent you from performing unnecessary analysis. It will also keep your website on right track to achieving its goals. Note that Google Analytics now lets you create up to 20 conversion goals per profile, a feature released just this week. Now there is no excuse for adding such simple goals as length of time on site and number of pages per visit.

Test and tweak then test some more - Now that you have a team in place and goals established it is time to put the data to the test. Literally. Because what do bounce rates really mean if the data is not coupled with the testing of a message, design, layout or call to action? The results will show how users react to  changes. So, if your goal is to decrease the bounce rate, then did the test show the visitor staying on the website longer or leaving quicker? You want to keep tweaking and testing until you reach the desired result. Otherwise, how can you really make a sound, logical decision pertaining to your website? And there are no excuses for not testing. Google has a free tool called 'Website Optimizer' to achieve the desired test data you seek.

Patience is a virtue - It is generally not a good idea to make changes on the basis of a few days worth of data. Before you delete or pause a keyword or ad, for example, question whether you have enough data to make a sound decision. The longer the date range, the more abundance of data. Thus, the easier the decision. Shorter time frames offer misleading theories and lead to miscalculated decisions. Take into account returning customers, those who find the site via a paid ad, for example, and then return later to the site to make a purchase. You may miss out on important conversion data if you react too quickly due to a small sample set of data. Also, depending on your goal, it may take days or even months for many of your visitors to convert to customers. So, be patient and set a date range that will last as long as your expected sales cycle or return statistically significant conclusions.

Remember, we're dealing with technology so stay 'in the know' by subscribing to the plethora of blogs out there including the Google Analytics Blog, Analytics Market, or Web Analytics World.

The In’s & Out’s of Local Search

More and more Americans are relying on the Internet for product/service searches. As a result of this drastic yearly growth I have always stressed the importance of search engine optimization as "the" most important online marketing strategy today. I now must admit that having a good local search listing might just trump SEO as an initial strategy, especially if you own a small, local business that needs a strong online presence for the product or service you offer.

Gone are the days of that 10-pound book often found stuffed into the closet (for you Generation Y readers, that would be the Yellow Pages). Today we are dealing with local search listings online. For example, if you typed in a certain query containing a geographic modifier then the search engine would display a number of local search results at the top of the listings alongside a map that shows the locations of local businesses as well as results from local search directory sites like Merchant Circle, City Search and others. Here's an example:



Why is local search so important?

Most searches today for information on local businesses occur online. If local businesses reported that ~ 75% of all their customers originated from within a 50-mile radius of their location, according to a 2003 survey conducted by the Kelsey Group, then that number must be higher today. Below are some other benefits.

• It's probably no secret that many customers prefer to deal with local businesses. Despite globalization, people seem to be more inclined to work with someone in their community or with an address in close proximity found through local search. Our business is proof of that. 

• Local search gives your business a golden opportunity of appearing on the first page of a search and above “organic” results. 

• People are getting better at search. Yes, most still tend to start with a general search query. Others are quickly realizing that by adding city names to their queries they will be able to locate the information they need quicker.

• Listing with the likes of Yellowpages.com or Superpages.com will get your data syndicated. This results in more of an online presence and more back links linking to your site.

How do I get listed on local search?

The entire process is fairly easy and straightforward assuming you are good at following the instructions.

First, create an account on the search engine of choice.

Second, enter in the appropriate, relevant information. Try to include photos and videos.

Third, claim your listing. Verifying your business listing is the final and the most important step. Search engines want to see that you’re physically located in the city you claim but each search engine has different requirements. Google and Bing require you to verify your business. Yahoo does not. If you are not sure you are listed or need additional assistance then I recommend using GetListed.org. This site will allow you to check your local listing status and will guide you through the process of claiming your listing on the various search engines.

What can I do to rank higher?

• Maximize your listing with photos and videos. Plain and simple. The more information, the better. 

• Include the location name in your listing title and/or description. 

• Categorize yourself properly by including your business in the appropriate, keyword-rich categories.

• Add the product or service keyword in the listing title.

• Make sure you get customer reviews. But make sure they are genuine. More good reviews will catapult you ahead of those who have no reviews. 

• Use your local business phone number. Search engines do not like toll-free 1-800 numbers. Remember, we're dealing with local listings.

If you still feel the need for more information on local search then check out this very good article on Local Search Ranking Factors.

What do I do to get started?

Click on any of the local search engines below!

Google | Yahoo | Bing | Local.com | Yelp |
Merchant Circle | Superpages.com | CitySquares