The Search Agency

Once e-commerce tracking is set up, we still get a lot of questions from clients about setting up e-commerce tracking, understanding e-commerce analytics, and identifying the best metrics to measure website sales and revenue performance. By placing your GA tracking code on your receipt or order confirmation page, data is sent to the Google Analytics server the moment the page loads on the customer’s browser. Through this code, GA automatically receives data from the transaction and stores it, so e-commerce marketers can review product performance, analyze e-commerce conversion funnels, glean insights from transaction data, and make data-driven decisions on the fly that boost sales and improve ROI. a data discrepancy between Google Analytics transactions and actual sales data – GA data is intended to be directional, not to accurately measure your day-to-day sales.

With audience targeting options now able to push budget to specific user segments, keywords can be used to shape traffic rather than serve as the primary targeting lever – a monumental shift for B2B advertisers within search. The information collected when users sign up for a service or complete a smaller event on the website – like downloading a whitepaper or watching a webinar – can be used to retarget users who took specific actions in campaigns with individual budgets, messaging, and targeting segments to squeeze the most out of these known audience lists. (These lists can also be suppressed, so budget is not wasted) Aside from infusing owned first-party data, simply utilizing the third-party data within each platform is another way to effectively leverage the power of audience targeting in B2B search. Leading B2B technology company saw 18-percent increase in sales-qualified lead volume quarter/quarter utilizing a multi-platform paid media strategy that targeted attendees before and after a week-long industry event through an integrated geo-fencing and CRM retargeting strategy.

: For example: If a page has >1 backlink, there are a few ways to improve the content (updating the copy, making it more comprehensive, adding new sections and removing irrelevant ones), and it’s not competing with another page on your site, mark that page for a content refresh/optimization. n’t rank or get much traffic, fails to attract links or shares, and doesn’t drive conversions: Rewrite (or Repurpose if SERP analysis reveals your content is in the wrong format) #CMWorld Q4: What metrics should you consider when deciding whether to prune a specific piece of content? : If you’ve gone through the content audit & evaluation process and you’ve identified pages on your site that are true candidates for removal – in other words, there is nothing you can do to salvage the page – follow these steps: #CMWorld A5 [2/5]: Page has failed to drive traffic or conversions #CMWorld Q7: How can you incorporate the learnings from the pruning process to improve your content strategy?

If a page does drive organic traffic and has a low bounce rate and high conversion rate, leave that page alone. If a page does drive some organic traffic or has earned valuable backlinks but has a high bounce rate or low conversion rate, you’ll need to review that page for content quality. If a page has some organic traffic, but has a low conversion rate and/or high bounce rate, you’ll want to review for relevancy and determine whether to simply rewrite it (if content quality is the problem), or repurpose it into a different content format – say, restructuring a text-heavy blog post into a clean ordered list or converting text into eye-catching data visualizations, like this infographic: * Embed the video on the original, text-based blog post to improve the page quality and value of the content.