Quiz 1

Pageview

anytime a visitor accesses a page on the site

Visit

anytime a visitor enters a website (can be one or more pageviews)

Destination

most common in retail and lead-generation sites for "Thank You" pages after a conversion is made

Average page depth

pageviews/visits (engagement measurement)

Site bounce rate

percentage of visits consist of only one pageview

Entrance rate

percentage of visits that begin on that page

Page bounce rate

percentage of visits that begin on that page and consist of only one pageview

Search engine conversion

primary: booking (e.g. hotel reservations) secondary: click on ad, sign up for emails

Affiliate marketing conversion

primary: click affiliate link secondary: purchase

Social media conversion

primary: create account secondary: content creation (tweet, post), content interaction (like, favorite, re-post)

Media conversion

primary: engagement secondary: page views, video views, create account

Lead generation conversion

primary: lead (phone call or form submission) secondary: sign up for emails

Marketing conversion

primary: posting item for sale/making a purchase secondary: create account

Retail (ecommerce) conversion

primary: purchase secondary: create account, sign up for emails, pay for premium account

Unique pageview

removes "double hits" of a visit that views a page more than once

Unique visitors

removes multiple visits to the website for an alternate view of website traffic

Traffic

-"if a tree falls in a forest and no one is around to hear it, does it make a sound?" -if a keyword is carefully optimized on your website, but no one cares to search it, is there any point to optimizing for it? -there is no benefit to ranking for a keyboard or search phrase that no one searches -keyword planner estimates the search volume for keywords/phrases

Elements of a webpage

-Color scheme -CTA buttons -UVP -Images -Navigation menu -Trust symbols -Video -Phone Numbers -Forms

A/B testing

a way to compare two versions of a single variable typically by testing a subject's response to variable A against variable B, and determining which of the two variables is more effective

Places on each page to place keyword

-URL -title tag -header tags -image alt text and file name -anchor text -structured data

Paid search traffic

-allows a company to target driven customers -expense varies by keyword

Calculated metrics

-average page depth -average visit duration -site bounce rate -page bounce rate -entrance rate -unique pageviews -unique visitors

Paid referral

-banner ads -text ads - video ads -affiliates -link purchases (not recommended)

Improve continually

-based on data, not feelings -web analytics and user experience testing -when problems are detected, use best practices to make targeted changes -avoid total redesigns

Create conversion-centered design

-clear call to action -clear content of message -message clarity -message congruency -website creditability -positive message to close conversion -provide info that is needed to continue to the next desired action

Unpaid search traffic

-comes by being well-ranked on commonly searched terms -comes with good rankings on a lot of less popular search terms

Relevance

-considers both your target market and your product -ask "what is the searcher's intent?" -consider other words or similar products/services that might attract a searcher that is looking for a product/services like yours -getting more specific is getting more relevant

Create usability

-create effective visual hierarchies -keep important things higher up in navigation and page -create clear paths -eliminate distractions -make reading content easy

Guidelines for a well-designed webpage

-create usability -create conversion-centered design -put the who? what? and why? front and center -consider your audience -mobile isn't negotiable- put mobile first -improve continually`

Website goal types

-destination -event -user engagement

Sources of Traffic

-direct -unpaid referral -paid referral -unpaid search traffic -paid search traffic

Unpaid referral

-facebook (social media): targets established customers/fans -email: most cost-effective online marketing channel -backlinks -home page -product pages *interesting content required

How google measures the quality of each page

-high click through rate (CTR) from the search engine results page (SERP) -low bounce rate from the landing page -short load times -good grammar & spelling -limited ad space -original content -fresh content -quantity content -quality content

Information types that a web analytics package is able to obtain when someone visits a website

-identity of requestor -timing of a request -navigation source -technical information -geography

User engagement

-in examples, it would include pages-per-visit and time-on-site -used to measure the involvement of a visitor- could be an indicator of interest or likelihood to convert

Competition

-internet is really big and really big, established websites have the advantage on high-traffic search terms -estimate competition on a keyword by searching and noting: which websites show up and whether the links to the sites are perfectly optimized -the "sweet spot" is when you can have a highly relevant keyword, high rank, and large search traffic

Consider your audience

-make it clear who should take what action -needs of your audience being addressed clearly and completely

Mobile isn't negotiable- put mobile first

-most important -challenges: smaller screens, difficult typing, fat finger clicks, slower load times -Best practice: Responsive Web Design

Basic metrics

-pageview (hit) -visit -time on page -entry -exit

Direct

-recognizable brand & top-of-mind awareness (TOMA) -easy-to-remember URL -Bookmarked pages -Mobile app

Elements of keyword selection

-relevance -traffic -competition

Types of landing pages

-subscription -long copy -single product -multi product -lead generation

Put the who? what? and why? front and center

-what is "above the fold" -who are you, what are you selling, why the customer should believe you are good

Cannibalization

A situation where multiple pages are targeting the same keyword. Not effective for bringing targeted traffic. When multiple pages target a keyword, it creates confusion for the search engine. Your pages will be competing with one another

Subscription landing page

a media website makes more money as traffic increases, and one way to increase traffic is to sign visitors up for subscriptions. To do so, media sites will often use site overlays (also known as pop-up windows) asking visitors to subscribe

Event

common in media sites or B2B sites that want to know when a white paper has been downloaded or a video has been watched

Entry

first pageview of a visit is an entry point

Time on page

how much time is spent on each page

Multi product landing page

if a company advertises a product category instead of one specific product, anyone who clicks this ad should arrive at a landing page featuring multiple products from this product category. Same rules apply as in single just the layout has to be more effective. Best sellers and products with the best margin show first. Products are visible above the fold. Don't want to overload them with information though. Alternative is multi-category landing page to help break up all the info

Single product landing page

if a company advertises a specific product; the land page should be all about the same product. Within seconds of hitting this landing page visitors should see: product image, unique value proposition, call to action, ho w to proceed, familiar color scheme and logo

Long copy landing page

includes enough info to provide the complicated explanation necessitated by the product. For product who require extended explanation

Exit

last pageview of a visit

Average visit duration

sum of time on page for every pageview in the visit (does not include 30 minutes of inactivity if visit ended because of that inactivity)

Conversion

target action you wish visitors to take. It is most easily understood in the context of online retailing or eCommerce. In ecommerce, a visitor has converted when he/she makes a purchase from the site. The percentage of visitors who convert is the conversion rate, is one of the most important indicators of a retail website's success

Lead generation landing page

want visitors to either call in or fill out an email form. The landing page should show a phone number prominently in the upper fold, typically with a call to action, and it may also provide contact form with an additional call to action