The Internet is always changing and growing, and 2019 will be no exception.
In the last few years, we’ve seen the explosive growth and impact of mobile and ecommerce; the start, ascension, and acquisition of various social media platforms; the shuttering of Google+; the slow growth of voice search; YouTube doubling down on advertising...
All while email marketing continues to be the number one source of traffic and revenue for many companies...though the tactics have changed as customers get more educated (more segmented educational emails, less kitchen sink email blasts).
That website you invested in five, seven, maybe even ten years ago is not cutting it anymore. Search engines say it’s not secure, your customers say it’s not mobile friendly, and your sales staff doesn’t use it to show to potential clients.
Your website may not a pillar in your company’s marketing strategy; it’s just there because you needed it to be there.
What if you change that in 2019? Perhaps it’s time to replatform your website onto an updated architecture or take your ecommerce website to a more marketing integrated platform.
It’s time to invest in a new website and grow digitally in 2019.
August Ash has extensive experience building complex B2B and Ecommerce websites, that integrate seamlessly into your existing ERP and important marketing and sales systems.
If we haven’t talked to you about your website and digital marketing plans for 2019, we’d love to sit down with you. August Ash transforms businesses digitally.
In the meantime, let’s try to get a few more leads and ecommerce sales out of your website.
Introducing the DIY Digital Marketing Audit & Website Snapshot For 2019.
As a SMB owner, Ecommerce Manager, or VP of Marketing, you don't spend every day in Google Analytics, but there are a few things you should know about your website's traffic and performance.
If you have a moment, we’d like to walk you through a very quick DIY digital marketing audit and website snapshot, so you know how everything is performing heading into 2019.
What you’ll need: a piece of paper, a pen, and access to your website’s Google Analytics account. In the top right corner, set the date range to Jan 1 - Dec 31 2018, and click “compare to previous”. It will show you 2018 vs 2017 performance throughout the account.
Jot these questions down:
1 - What percentage of your traffic is New vs Returning Visitors? You can find this in Google Analytics under Audience > Behavior.
2 - What percentage of your traffic is Desktop Computers vs Mobile Phones? Find this under Audience > Mobile.
3 - What channels and sources bring you the most traffic? Find this under Acquisition > All Traffic > Channels.
4 - Which pages are visitors first seeing on your website? Find this under Behavior > Landing Pages.
5. Which channels and sources get you leads/contacts/sales? Find this under Conversions > Overviews > Source/Medium.
Why do these things matter? Let’s look at each of them.
Digital Marketing Audit: New and Returning Customers, Who Converts More?
As a refresher, you can find your New vs Returning Visitor data in Google Analytics under Audience > Behavior.
You may see something like 90% New Visitors to 10% Returning Visitors, 80/20, or even 70/30. But what you should look at is the conversion rate, total revenue, time on site, and number of goals completed.
Typically, the number of goals completed and amount of revenue generated will be greater for Returning Visitors than New Visitors. We know it's easier to sell to existing customers than get new customers, and digital marketing is no different.
Returning visitors are the ones familiar with your brand and most likely to convert (Conversion Rate). They'll often spent twice as much time and look at more pages. But for many sites, little is being done to reach back out to them.
Improving your website's conversion rate, especially with Returning Visitors, means more leads, more revenue, and more growth for your company.
Digital Marketing Audit: Desktop Computers vs Mobile Phone, What Are Your Visitors Using?
What percentage of your traffic is Desktop Computers vs Mobile Phones? This shows what devices your customers are using.
Key Question: Does your site make it easy for them?
Find this under Audience > Mobile. Write down what percentage each has, then each Goal Conversion Rate, Goal Completion (if setup), and Revenue and Ecommerce Conversion Rate (if applicable).
The world has gone mobile. Every website has seen tremendous growth in traffic from mobile devices; 57% of all internet traffic is now mobile. New smartphones come out every year, with higher resolution screens, faster load times, and more social features.
You have one in your own pocket. So does your customer.
B2B employees often share links and read articles on their phones while at lunch, but make decisions on their office computers (Desktop - Goals & Goal Conv Rate). Ecommerce stores often have higher mobile sales due to social media, email marketing, and referral traffic (Mobile - Revenue & Conv Rate).
Does 80% of your desktop traffic contact you 20% of the time?
Does 20% of your mobile traffic purchase 80% of the time? And does one device convert twice as much?
Let’s make sure your website is mobile first in 2019.
Digital Marketing Audit: Channels & Campaigns Bringing Your Website Traffic
What channels and sources bring you the most traffic, sales, and lead?
Every website has traffic coming to it from different sources: Organic, Referral, Direct, Social, Email, Paid Search, Other and Maybe Display. Each channel has its own unique strategy, but all contribute to the growth of your website, lead generation funnel, and sales.
For a non-ecommerce website, the Organic channel may be one of your top performing. This is where all your SEO and site optimization efforts show fruit. The Referral channel shows what traffic from other websites has clicked through to your site, and content marketing will be a huge winner here.
Email is a backbone of all websites, driving both Goals and Revenue, and will often have the best conversion rate. Paid Search & Display shows all the Google and Bing Ads driving clicks; Social shows all your social media marketing efforts; and Other is what’s uncategorized. Direct is directly typing in your URL.
Each of these channels requires a unique digital marketing strategy in order to grow. Your business may depend on one or many of them, but they should all be accounted for and monitored.
Digital Marketing Audit: Landing Pages, or What Do Visitors See First?
What’s the first page on your website that visitors see first? It may not be the home page.
In Google Analytics, go to Behavior and then Landing Pages. This shows you the pages through which visitors enter your site. For many companies, the top result is their home page, if all marketing and linking efforts encourage people to go to “www dot home page dot com”.
But for others, especially SaaS or ecommerce stores, it may be a Product page or a Services page. If a paid search campaign directs people to your product, it may be the top landing page result, which is what you want.
Why send someone to the home page if you want them to buy a specific product or sign-up for a service? Make it easy for them: send them directly to the product or service you want them to inquire about. Non-home page landing pages often have twice the conversion rate as other pages.
For August Ash, our top landing page is a blog post from 2015, See How Many Visitors Are On Your Website Right Now. This is a keyword rich, well-indexed educational post that brings in a lot of organic traffic. From there, we direct visitors to other pages on our site and invite them to learn more about us. (Click the link above if you're curious to see who is on your website right now.)
What are your top 10 landing pages, and how have they grown in the last 90 days?
Digital Marketing Audit: Sources & Mediums Bringing Your Website Sales & Leads
Which digital channels and sources get you leads/contacts/sales?
In Google Analytics, go to Conversions > Goals > Overviews > Source/Medium, then look at the far right columns.
The digital marketing channels you invest in will determine which sources and mediums are yielding the highest leads and revenue.
Are you an organization that invests heavily in content marketing and SEO? Your organic medium may yield the most yields, probably from Google and Bing. Search engines love your content and visitors are finding it and taking the right actions on your website.
Are you an ecommerce company? Paid Media & Email Marketing are your top revenue generating sources, you’ll see “google / cpc” and “Weekly Email / email” as sources and mediums. If you aren’t investing in Social Advertising, you may want to.
For many B2B businesses, referral traffic is key, you’ll see a domain name followed by “referral”. This is when all those relationships and link building come into play.
All of these sources and mediums need strategies. Is your marketing technology stack and website up to the task in 2019? What can you do to make sure all those digital marketing channels and website goals are solidly green, giving you more traffic, more leads, and more revenue going into the new year?