We are making some changes to the services we deliver and it is not a reaction to the Coronavirus Pandemic.
Conversion Marketing – A Fundamental Change
It’s a common practice for us to go into research projects with the goal of improving the results we deliver to our clients. A few months ago, we got deeper and deeper into a research project, it was clear that this particular project was beginning to create a fundamental change in perspective.
Our primary focus since we began this business has been to get more traffic for our clients from search engines, whether that was from organic results, map results, Google Ads or any combination of those. We knew better search positioning meant more traffic which helped improve their businesses.
There is never a bad time for a website to perform at a high level.
Adding more traffic can solve almost any problem, but bringing a lot more traffic to a site that is inefficient is never going to generate the best possible results. We felt we had to change our focus from seeking additional traffic to a focus on using data to improve website efficiency.
Limited Data Usage
Very few small businesses are using Analytics data effectively. Anywhere. It’s always been an advantage enjoyed by big businesses. We believe we can make a significant contribution to small businesses.
Very few small businesses are using Analytics data effectively.
Value of Data
We are committed to a course of action that places the value of the data above the value of additional traffic. Essentially, if we could use data to double the response from a website it’s like doubling the traffic, or possibly even better.
We don’t expect to forget about traffic, but our opinion now is that it’s not the most important aspect of a successful website. Success comes from what happens after the click that brings a visitor to your site no matter where they come from – search engines, social media, referrals or any other channel.
Success comes from what happens after the click…
Traffic + Effectiveness = Even More Traffic
Amazingly, data-driven improvements to a website that result in better engagement statistics also improve the positioning of that website in the search results. A website that makes the best use of its traffic is rewarded by the search engines with more traffic!
A website that makes the best use of its traffic is rewarded by the search engines with more traffic!
Solutions & Experiments
The data can only identify problems, it can’t solve them. We will be working to identify problems but we’ll also be working with our clients on possible solutions to problems within the website. We’ll need help from our clients to find potential solutions. Once we have a that, we’ll set up the experiments, monitor, and report the results.
- All websites get traffic
- Most businesses are tracking website traffic
- Almost no business is using that data to improve their site – until now
If you have any questions or comments, please let me know.