Internet Marketing - Matt Bailey [269]
The principle of segmentation is simple. Break down your large numbers into highly contextual groups of visitors. In doing do, you can determine their intent and expectancy. By simply viewing their tendencies, where they entered the site, and the results of the visitor, you will begin to find specific areas of difference. Then, this is where your brain power is needed to determine how to apply the information that you have learned.
This is the point where I cannot cover all the variables, alternatives, and specific details for your website. If there is one thing that is obvious to anyone who hears it, it is that not all sites can be compared—none is the same as another. Even within the same industries, messaging is different, target audiences are different, and businesses are different. This is where segmenting creates a highly customized measuring stick for your business and your website.
Here are the final considerations as you wrap up your time with this book:
Set up your business and visitor goals in your analytics. This is the first step, because every subsequent step relies on comparing the data to the ultimate goals of your business. Set up goals in order of their importance and revenue, and annotate them for your convenience.
Move on to segmenting your visitors by source, keywords, links, and direct navigation. Further segment those segments by link types and additional keywords and actions. Compare the segments to find differences in behavior, conversion rates, and preferences.
Start to explore. Look at the data in different ways. Use some of the examples outlined in this chapter to view your data. Most importantly, find what works for your business and your website. Take time with this step. Analytics are not to be used to get quick data for reports. Analytics take time and work to find those valuable insights and opportunities.
Above all, find action. Developing a deeper knowledge about your website is one thing; taking action on that knowledge is another. Take action, write your actions down, and refer to them often. This way, you will be teaching yourself and gaining valuable experience.
I am sure that as you have been reading this text, you have also been working and making changes to your website. Ideally, you have seen significant improvements. If so, I would love to hear about it. You can contact me with the information found in the introduction of the book. I wish you the best as you take these critical steps to increasing the effectiveness of your online marketing but, most of all, that you gain the experience of working through this book to become a better marketer!
Index
A
A/B tests
A List Apart site
About Us pages
absolute links
accents in search terms
accessibility
Accessible Search project
alternative attributes
anchor text
business case for
cognitive disorders
color blindness
color contrast
global
image maps
mouse-only programming
PDFs
physical
review
with search
and search bots
tests
text contrast
vision
W3C checklists
Accessibility Setup Assistant
Accessible Search project
accuracy in measurement
actionable information
actions
from analytics
segmentation by
ad copy in PPC
Ad Extensions
ad groups in PPC
Adobe Acrobat PDF files
accessibility obstacles
accessibility tools
marketing obstacles
Advanced Link Manager tool
advanced segments
advertising links
AdWords Keyword tool
Aflac site
age of links
airlines, mobile apps for
Akismet plug-in
Alice in Wonderland web design
AllExperts.com site
alt attributes
accessibility
overview
in SEO
Alta Colleges site
AltaVista search engine
alternate spellings and plurals
keyword research
in segments analysis
alternative navigation
alternative phrasings in keyword research
American Cancer Society website
analyst blog style
analytics
actions from
analysis from data
based on goals
duplicate content
goals
establishing
reports based on
setting up
KPIs
obstacles
overview
PPC
review
segments. See