Topics covered in this Content Marketing Strategy – Repurposing and Tracking presentation include:
- What makes great, sharable content?
- How to get the most mileage from your content by repurposing
- What formats work best – text, video, slideshows, mp3 etc
- How will I know what my target market wants content-wise?
- Once I’ve produced an awesome, unique piece of content, how do I promote it?
- How do I know if my content marketing campaign was effective?
- How to analyze and measure your content campaign’s results
Watch the video above or consume the content via the slides and transcription that follows.
Reese: Hey, welcome, welcome to the content repurposing and tracking presentation from Metamend, online search experts. Alright, so today, our topic is content repurposing and tracking, and we’re talking about getting the most mileage from your content.
So we’re just going to jump right into it here. The presentation agenda for today, we’re going to talk about who’s presenting, there are two of us. What makes great content? What makes it sharable? We have a content matrix that we’ll run through, all the different 4 areas of content production and distribution.
We have content today vs. yesterday. What worked yesterday or yesteryear isn’t really working today. Leveraging by repurposing, so reusing the same content from one format to another one. Sharing and promoting your content, as well as tracking metrics and tools that we use.
So, about me, my name is Reese Richards. I’m the senior online marketing analyst at Metamend, and why am I up here talking about content? So, what do I know about content? Well, I’ve been producing content for a fairly long time. I started out with writing a chapter on online media, how to make money online for a best-selling Amazon book called the Next Big Thing, and that was my introduction to actually publishing any work.
Then I published a book called Mangosteen – the Real Deal for a company I was involved with, and then I bought and ran my own magazine in Taiwan called 24Seven. It was an international magazine, it was an ex-pat entertainment magazine. It was English, and translated into Chinese.
It was an entertainment magazine, and it was island-wide, and I sold out that magazine to this company, who bought it and kept me onboard to consult for the release of their magazine, +886, which happens to be the area code for Taiwan.
So this was a fairly large undertaking and they were printing in the neighborhood of 50,000 copies by the time I left the company.
Then I produced a lot of my own products as well, selling them online. They include an e-book, about 100-and-something page e-book called FB University, another one on timelines: FB Timelines, a book about picking the right niche to be in and the keyword process and research that goes along with it called ESP Niche Riches. Then the Syndicate Product Creation Racket was about creating products, and the Prime Directive was about the mindset that you need to succeed online.
In addition to that, I also manage the content for Metamend, and we probably put out about 100 pages or so of content each month, unique pieces of content out onto the internet and for our clients. I also have a lot of experience in YouTube and video production. On my one video channel, I have a 100-and-something videos up there, I have 6000 subscribers, and over 1.5 million views.
My partner in crime today is Mariska Richters. Hello Mariska.
Mariska: Hey everyone. So my experience with content is I’m a traveler, photographer, I ran a successful Kickstarter campaign for a project a couple of years ago regarding the Olympics in 2014, so I created the Olympic Spirit project out of that successful Kickstarter campaign.
So my published work includes the book that came out of that project, both in hardcover and e-book format. There’s the interview that I did with the CBC, is also another piece of content promoting that book and the project, and on my personal website I’ve posted over 300 blog posts around both that project and other lifestyle and travel experiences that I’ve had.
I’ve had photography published in Homes & Living Magazine, on the Bali Dive Guide, through DIVEmApps, and I also help manage the Metamend content, and I’ve written much of the client content as well as Metamend website content on the blog. So that’s my experience in the content realm.
So types of content that we’re going to talk about today, we’re starting with awareness; you need content around awareness where the reader is expressing symptoms of a problem. So, in this stage, readers will be doing educational research to understand what their problem is and to identify it. An example of this would be ‘My website isn’t converting. Why?’
Then you move into the consideration stage of content. They’ve clearly defined and understood the problem and are researching available options to solve their problems. So going from the ‘why is my website not converting?’, it now becomes ‘oh, okay, my website isn’t converting because I’m not getting any traffic. What are my options to fix this?’
Then you move into the decision-making stage. The reader has decided on a solution for their problem, and are putting together a list of products that fall into the solution strategy. They’re working on creating a shortlist and ultimately making a purchase decision.
Reese: One way to look at the types of content, from awareness to decision, is thinking about it like a funnel. So the people at the very top of the funnel, the Y portion of the funnel, they maybe don’t even know about your brand, or your company, or your product, and so that’s where the awareness comes in.
So you’re making them aware, so brand awareness, you’re trying to get your brand out there, and just getting them to know your name and your product, that it’s available.
Then the consideration is when they know a little bit about you and they’re maybe comparing you to other people and how your product stacks up to other products on the market, other competitors.
Then finally, there’s the decision-making process, when they’ve evaluated everything and are aware of all the other companies, and now they’re down to the brass tacks and they’re like okay, I want to buy, and what is it that makes them buy one thing over the next.
Mariska: So you need to ensure that you have content that speaks to all 3 of these stages, because you never know what stage your reader is going to be in when they get to your website, and where they are in the buying process.
So speaking of the buying process, there’s 4 types of content that companies should have. You should have content that entertains, content that educates, persuades, and converts.
Going a little deeper into each one of these, the top left of the matrix here is content that entertains. This is the content that will reach the right people at the top of the sales funnel, and those who might not even know that they need or want your product yet, so it’s in the awareness stage.
Entertaining content has an emotion appeal; it tugs at the heartstrings. The sort of content that is very sharable, and the more it’s shared, the further your reach gets and the more aware that people are.
So examples are memes, or top-10 lists, or comics, inspirational content, I’m sure you’ve seen some inspirational videos. Animals are a good one here, success stories, survival stories, cat photos, that type of stuff.
Then you would move into the education stage. This is content that targets people at the top of the funnel as well, but entertaining content has an emotional appeal, where educational content has a rational appeal.
Reese: Are we talking about two different types of people? Two different groups of people, then?
Mariska: Pretty much, yes.
Reese: So we’re going to reach some people by entertaining them with games and viral content, and other people don’t react the same way, so they need to be educated with a more rational kind of product or intro to the funnel? Is that accurate?
Mariska: That’s right. From there, you would move into persuasive content, the top right of the matrix. It nudges people towards the conversion stage. Whatever the converging might mean for your site, whether that’s a purchase, a call, or even just a sign-up for a free download that people are giving you their e-mail address, that’s where you’re targeting to get people to go. This content uses emotional rather than rational appeal.
Then you move down to the bottom right of the funnel to the conversion stage, which is more rational content than emotional. Some people respond better, as Reese was saying, to emotional appeal, others respond to rational appeal, so in order to cover all bases you need to spread your content around and have a little bit of everything on there.
Reese: The way we’re looking at this is, the emotional/rational is the top of the funnel, and then everything is moving towards the purchase decision, and they either get persuaded or they convert, which is the same thing.
They’re persuaded to buy or they convert, and they buy something or they make some sort of a conversion whether that’s a lead or a purchase or something. They’re educating/entertaining at the top of the funnel, and then moving them down and persuading and converting towards the purchasing decision.
Today’s content is a little bit different than what we saw, or what was successful a couple years back. Back in the day, a couple years ago, 5 years ago maybe, not even that, 3 years ago, 400-600 words was pretty much the standard. If you had content written, everybody would tell you 400-600 words, that’s what you need to rank, and it had to be decent-ish kind of quality, so it didn’t have to be spectacular but it had to be good, better than average.
You could put images or videos on it, or you didn’t have to. A lot of content that was ranking didn’t have any images or videos, and it didn’t really matter so much about outbound links. Maybe back then people were trying not to put as many outbound links in the content for fear that they would lose the visitor.
That’s all kind of changing now, and so now you need to WOWW! With the double W. Now you need some really WOWWy content and it has to be 1000+++ words.
There was just a recent survey done of like a million of the top listings in the search engine results for Google, and the average size of content for the ranking pages on the first page was 1500 words. So you can take that as a guide, 1500+ words for content that’s really going to WOWW someone on your website and start driving traffic to them.
It has to be spectacular quality; give the person a reason to not only read and consume the content, but a reason to share it, and that’s what we’re looking for, we’re looking for those links, those backlinks.
You must have images and video on this; if you can include multiple images and a video on each of your pages, and you’re going to need to round out the content of the page by including links to authoritative sites that provide more information that’s not apparent on your own site or your own page. So you do want to link out now to other areas, and sure, it’s a bit of a leak that you might lose some people this way, but Google will look at that as a more authoritative page and rank you higher than the person that does the exact same thing without linking out to anybody else for more information.
So, the content repurposing process. Developing content is not necessarily hard, but it is time-consuming, and depending on what the content is, it could be a little difficult. Infographics, for example, you need to know how to do graphic design, and then you have to have the information as well, so sometimes you have to spend money on the graphic design aspect of it.
So an infographic could cost you $2000 and take the designer two weeks or a month to produce the final piece, but when you start talking about something like video, or MP3, or a Slideshare deck, or a presentation or something like that, those are a lot easier to produce and is something that you can probably do on your own and then get a graphic designer to make it look pretty.
What we’re going to do here is talk about repurposing and what it means. There’s two parts to repurposing something, and repurposing content first, is the first part, as many ways as you possibly can, and then the second part is pushing that content out as far as you possibly can across the internet.
An example might be, quick, we’ll break this down better a little further on, you have a video, and then from the video you’re going to create an MP3, and then from the MP3 you’re going to transcribe it, so you’re going to have some textual content. With textual content, you’re going to create a blog post with that. From the blog post you can take chunks and pieces out of that and use it as social media content that links back to your blog post.
An example, we just did the video content, right, so the video content can be reproduced as audio, then you can put it on the internet as a podcast. So another way to reproduce the content and then to push it out there, so you’re pushing it out on podcast sites. Then you can make a transcript, so a transcript, you can add the transcript to the video, or you can take the transcript with the video and create an entire blog post on its own.
You can also do a PowerPoint deck, so you can take images from the video itself, create text on a slides in PowerPoint, and then upload that to document sharing sites or social media, slide by slide or pieces of it, and then just use it as social media fodder so you have another link that can go back to this document sharing site to show the slideshow presentation, but then you’re pulling out pieces to advertise from there onto social media.
You can also make animated GIFs. To do this, you just need multiple images, so you take screenshots of the video, and then each of those screenshots is its own image, and then you’re going to load those images into a graphic design program like Photoshop and create an animated version. So it’s kind of like those little flipbooks where you add like a little stick man and he’s doing some sort of action when you flip through all the little pages. So it’s kind of the same thing, that’s what an animated GIF is. Each image is doing something slightly different, and then when you run them together, it’s like a little mini video made out of images. Something like that works really well on social media. They work well on Twitter, they garner a lot of engagement, more so than maybe sometimes video or image alone.
Then you can do screenshot images, just the images themselves. You screenshot images from the video, you can use those in your blog post. You can post those to image sharing sites like Flickr. You can use those on memes or to create your own meme, or to use quote memes, where you create a little template and then you grab quotes from your industry, and then you put them on the template and share that on social media or on your blog.
You can also create an e-book out of it, so you have the transcription, you make the transcription, reword it into normal reading-style text content and then create an e-book out of it. You can also go further and make it a webinar out of the video itself. Instead of making an hour long video, you could have a very interactive webinar for your customers or clients.
So that’s all the different ways that you can repurpose just one piece of content. You’ve made the video content, now you have a podcast, then you have a transcription, then you have a blog post, then you’ve made some PowerPoint decks out of it. You’ve also made some animated GIFs that you’re sharing on social media. You’ve taken screenshots and uploaded them to Flickr and other image sharing sites. You’ve created an e-book with it and you’re now doing a webinar and grabbing leads from a webinar. Great use of the one piece of content that you’ve created.
Mariska: Now that you have all this content, where do you share it? You can share things on free places, so you can share it, as Reese mentioned, on your website or on your blog.
Now that you know how you’re going to create your content and repurpose your content, you need to share your content, so where do you do that? You can do this free or you can do this paid, so let’s talk about the free side first.
You’ll have a website and a blog, so you can share it there and create a post around each piece of content. Other blogs, you can ask people to post and share your information on other blogs. You can post links and images to other forums.
Then there’s the web 2.0 option, so Tumblr, HubPages, and Blogger. Social bookmarking: Digg, Reddit, StumbleUpon, Delicious, those type of websites where you bookmark your own blog post and it gets posted up on these other bookmarking sites.
Then social media of course, so Facebook, on your personal profile, your Facebook company pages, and even in groups if you’ve got groups that you’re or member of or groups that you’ve created, you can share it there.
Twitter, LinkedIn, and LinkedIn Groups. With LinkedIn Groups you need to be very sure that the content that you’re posting is relevant to the group that you’re posting to, so don’t just randomly post, say, content about SEO to a hair salon or something like that. It has to be relevant to the content within the group itself. Then you Pin it, post it to Instagram, Tumblr again, etc.
Then of course you have your e-mail list, so hopefully you’re collecting e-mail addresses in your marketing efforts, and you will be shooting out newsletters and messages to your e-mail list every so often, and you should include some images and links to your blog post and other places that you’ve shared your content there.
You would have other options with paid versions, so Reese will cover those.
Reese: If you have the money, paying for traffic is a great way to get instantaneous results. Everything that’s free, you have to do it and then wait for something to happen. If it’s something viral, great, it’ll happen immediately. If it’s not, it’s going to take time to get traffic to your blog or your website.
What can you do in the meantime? While you’re waiting for the organic traffic to kick in, you can pay for traffic. Where do you pay? There’s Google Adwords, this is pay-per-click (PPC) advertising. Whenever you type in something in the search bar in Google, you see the little ads at the top and right-hand side of the search results. Those are paid advertisements, so if you click on that, somebody is paying Google, and then somebody is getting paid. You can pay to have your ads appear on relevant websites across the internet by way of Google Adwords.
You can also do social media advertising, and pretty much every social media platform does advertising. You can start with Facebook. Facebook bought Instagram, so you can advertise on Instagram through Facebook. There’s also Twitter Ads. Pretty much any social platform that you use, they likely have a paid advertising option.
Banner ads, as well. Banner ads are on people’s websites. If you go to a popular website in your niche and you notice that they have space for banners, it’s either that they have the banners that they’re offering themselves or those banners are pay-per-click, Google Adwords. If they are making money via Google Adwords, then you can place your Adwords ads on their website. If it’s not a Google Adwords banner, and it’s just a straight banner, then you can contact them directly and ask them how much it costs to advertise on their site.
Other social media places, web 2.0 properties and such, that you’re able to share content. Digg, so if you like something you ‘Digg’ it, and that becomes your own little bookmark of that top content along the internet. You can pay to have Diggs ‘Digged’, so they become popular and become bookmarked to the top of the site, and you get a lot of traffic from the heavy hitters on Digg.com.
As well, StumbleUpon, you can pay for Stumbles. It’s the same thing, you StumbleUpon great content, so instead of having a big account and being very active and then having a huge following and just organically getting that traffic, now you’re going to pay to get the same results.
Other than that, you can go into other people’s newsletters. So if you’re doing well in your niche and you’re doing competitive research and stuff and you’ve signed up for some of your competitor’s newsletters, then you can look at that and see if they allow advertising on their newsletter. They might not let you if they realize that you’re a direct competitor, but maybe indirect competitors or bigger players in the industry. See if there’s any space available on their newsletters if you don’t have one yourself, or if your newsletter list is not big enough.
Then there’s ways to spread out your content. So if you have really, really good content, and you should always have really good content, then you can use tools like Outbrain or Taboola to get on massive websites like CNN. So, CNN or the Huffington post, those sites, on their own, you can never advertise on. If you use something like Outbrain or Taboola, you can actually pay to have your ad appear as a related article at the bottom of a big CNN story.
If you’ve read any of the big stories on CNN or you’re an avid reader of Huffington Post, you notice that there’s all those crazy ads at the bottom, usually about some freaky stuff that people do, they’re kind of clickbait, they make you just want to click it and read about it. Your ads or your blog post or whatever it is that you’re advertising can be at the bottom of those really big sites. You can get some really good value from advertising on CNN or Huffington Post, and a serious amount of traffic from there as well.
Once you have the content, you’ve pushed the content out as far across the internet as you can, now you’re going to kind of sit back and see what happens, but you need to be able to measure what happens. You need to measure a lot of different elements of your campaign to know what’s working, what’s not working, what to tweak, what to drop, what to continue with, and what to scale up.
Here are some of the things you’ll want to look at as far measuring or metrics to keep in mind. One is time on site, so this is inside Google Analytics. We’ll be talking about that in a little bit. So how much time does the average visitor spend on your website? The longer that they spend, the better it is and the better it looks for Google.
Your bounce rate is determined by how fast a visitor bounces from your page. So if somebody visits one page and leaves, that’s a 100% bounce rate. Let’s say one person visits one page, then clicks over to another page and then leaves, that’s a 50% bounce rate.
If you see one page and leave, that’s a 100% bounce rate. As soon as you go to the second page, that’s a 0% bounce rate, so out of those two visitors, the average is now a 50% bounce rate. One person left at 100% after one page, the second person went to see two pages, therefore their bounce rate is 0% because they didn’t bounce after one page. The combination of those two pages together will bring you an average bounce rate of 50%.
Really, anything under 50% is pretty decent as far as bounce rates go, so you’re trying to aim at lower than 50%, which means that generally half the people will go to a second page.
Unique visitors is just what it says: how many unique visitors? A visitor comes and they come back again 30 times to your website throughout the month, it will only be counted as 1 unique visitor.
Returning visitors, the reason you want to pay attention to this is, it’s kind of a metric to tell you how good your content is. If people are returning all the time, it means they’re looking for more information, so you either have really good content, or you have really regular content, or preferably really good regular content.
The number of inbound links, so how many people are actually linking to your content. An important metric to determine how much people actually like your content, or how much value they find in your content.
The number of page views, for number 6, how many pages does the average visitor view on your site. A higher number of pages, the better off you are.
The number of social interactions. If you see content with very little social interactions, there’s probably a good reason for that. It’ll give you an idea that you have to tweak either the content or where you’re sharing it. Maybe you have awesome content that’s about a niche that’s not related or is not really found on that social platform. It’ll give you an idea that either the content is not good or the platform maybe isn’t the right match between you and your content.
Number 8 is keyword rankings. Keywords, obviously you want to be found for your target keywords, and there’s a lot of other long tail keywords that you probably don’t know about, so you want to be checking all the time what keywords are finding your site or gaining impressions, and then you want to make sure that you’re building out the pages based on the keywords that are finding your site.
Comments are also a big indicator of how much engagement your content is getting. So the more comments, obviously the more people that are interested in it. You should be responding to each and every one of these comments as well, as that doubles the amount of engagement on your post.
Then the number of leads. Obviously you’re trying to get something from these people, and usually at some point in that funnel it’ll be a lead, and then eventually it’ll be a sale. So what are the number of leads that you’re getting from each of the pieces of content that you’re putting up? Maybe some pieces of content will go viral, but they will not do anything to push the envelope as far as leads are concerned.
You need to break it down to the metrics that are important to you. If you’re doing lead gen, then obviously the number of leads is extremely important to that campaign.
Then, of course, the ROI. What is the return on investment that you’re getting for the money that you’ve put into this campaign, or the combination of time and money that you’ve put into the campaign. Are you getting a positive return on investment? That will be able to determine, should you continue with this, should you scale up this campaign, should you just drop it and move on to something else? 11 very important metrics that you’ll want to measure, and we’ll be talking about how to measure those coming up.
How to measure? There’s a bunch of different tools there and we’ll go into each of these different tools.
The first and foremost and most important must-have on your website is Google Analytics and Google Webmaster Tools. These two are free and as soon as you set up a website you must put these on. It’s just a piece of code that you add to your website and it allows you to track so many statistics from each of your visitors to your site.
UTM link tracking is a system set up inside of Google that allows you to deep track the promotional links or any campaign links. You create tracking elements to the link and then it tells you where the visitors came from, where they went, where they dropped in the funnel. So a lot of extra information that you can get from these UTM link tracking.
Then there’s plugins. If you’re a WordPress site, and there’s no reason why you shouldn’t be on WordPress, you can get the plugin called Jetpack. Jetpack just gives you a slew of different stats, and again this one’s free as well. A nice way to give you a visual look at all your stats for your site.
Then there’s Crazy Egg, which is a heatmap software. Hotjar also offers heatmap, click tracking, visitor tracking, so you can see exactly what your visitors are doing, what the users are doing, on your site once they’re visiting.
Optimizely is an AB testing platform. It allows you to test a headline against a headline, or maybe an image against another image without actually changing any of the code or design elements of the page.
Then there’s Social Network Insights. Insights into each of these social media platforms. The majority of the social media platforms out there have their own social insights into the actual platform itself. In the backend dashboard, you can login and go look at Facebook analytics for example, Twitter analytics, Pinterest analytics. Another way to get very good metrics about your visitors on the specific platforms that they’re visiting.
Google Analytics Dashboard. There’s so much inside of Google Analytics, and we’re not going to nearly cover the majority of it. This should tell you that you should have Google Analytics installed. Once you do have it installed, this is something that you might see.
We talked about, at the top left here, the metrics we see are sessions. That’s not unique visitors, that’s how many people came to your site, and every page, every time they came, every session. So a unique visitor, one visitor if they come back many times, that’s a new session every time that they come back.
Total sessions, versus the next one, total users, versus how many pages that they visit, average of pages per visit. Average session duration, so how much time they spent on your site. Then that bounce rate we were talking about, so below 50%, nice bounce rate. Then what percentage of all people visiting were new sessions that were coming in. It tells you the languages of the people that are coming to your site, the countries. So this is just an overview of returning visitors versus new visitors, and then there’s a lot of different metrics once you drill down inside of Google Analytics.
Traffic on site is one of those things that you can see. This is right now, happening instantaneously, as soon as you log in to your Google Analytics account and you click the ‘right now’, you will see who is on your site immediately, as of right now, and it will literally show you as they leave the site how long they’re staying on the site and which pages they’re visiting.
This is a good indication of what’s happening if you put out a campaign and you just start up Facebook ads or PPC campaign and you want to see the measurable results immediately. You can go here and see exactly what people are doing and what pages they’re visiting.
User behavior. You saw what pages they’re visiting, but now you can drill down and see what pages they’re visiting after they visit that particular page. You can go by country or landing page or search term. It allows you to see the flow of the visitor and where they’re dropping off.
The red here shows how many people are actually dropping off, so 8.9 thousand people came in from the index page, which is the homepage, and then out of the 8.9K, the red indicates how much dropped off. I can’t hover over it here and show you the number, but if you hovered over the red it would show you what percentage of those people are actually dropping off at each stage. Then you can evaluate which of your pages have a high drop off rate, and why is that, and what is it on there that is making them drop off?
Obviously some pages are going to have a high drop off rate, like a thank you page, where you’re driving them to that one page, whether it’s a landing page or a thank you page, obviously after a thank you page they’re going to drop off. After a landing page, not everybody is going to convert, so there’s going to be a high drop off rate there. Weed those things out, filter those out when you’re looking at drop off rates for specific pages.
Moving on, a Jetpack is a WordPress plugin. Mariska, I think she knows a little bit more about that than I do.
Mariska: We use this at Metamend, and I use it on my personal site as well. It’s basically a whole bunch of tools packaged into one WordPress plugin. This is beneficial so that you’re not installing a whole bunch of plugins, because the more plugins you have, the more it bogs down your website and the slower your website will get.
This one plugin, as you can see here, has got 15 different functionalities to it. The ones that we’re going to focus on today and that we use most are in the middle there under traffic growth.
Site stats collects the sites insights so you can see who has been on the page, what pages they visited, how many users came to the site and where they came from.
Then there’s the sharing, which adds your social sharing buttons to your pages and posts.
Publicize, you set it up with whatever social networks you want it to post to and it’ll post automatically as soon as you hit the publish button.
Related posts, which is super handy. It takes any tags that you have on your posts and then it goes and collects a number of posts, I think you can decide how many posts that you want at the bottom of your page, and it’ll put the related posts at the bottom. Hopefully that’ll encourage people to click on that to read further about the same topic.
This is what the dashboard looks like. You can see here, this is set to the days, and you can see how many people were on your site and how many pages they visited. The dark blue line is the number of visitors and the light blue line is the number of pages viewed. You can see here on, say, the 14th and the 30th of September, there were a lot more pages viewed than visitors, so people were visiting more than one page on the site, whereas here on October 8th, it’s kind of even, so the number and views are the same.
It gives you a bit of information, especially if you’re not too familiar with Google Analytics, it’ll at least give you a preliminary view of what’s going on on your website.
Here’s the social sharing functionality, so you can see the setup. Your Facebook, Twitter, Google, I think LinkedIn is in there as well, and then here on the right you see what the related posts looks like. Both very handy to keep traffic on your site and to keep the social shares going.
Crazy Egg is a heat mapping software that Reese is going to tell you a little bit more about.
Reese: So if you don’t know what heatmaps are, it basically shows you, by way of colors, what are the most popular areas of your site. This is monitoring clicks. What you see, the arrows there are pointing out the lighter colors. The colors that are orange and yellow, yellow is more clicks than orange and orange is more clicks than blue. Here, the ones that were really popular were there two links at the top where you see the arrows.
What does this do for you? What we do here is we have a new site design and we’re not sure, for example, how the customers are going to interact with the new site. Maybe we think that we want to bring them down a certain path and to take a certain action, but then we want to check to see if the customers or the users are actually going down that path and if they’re following the flow that we want them to take.
Maybe something’s not right on the page, something doesn’t gel with them and they’re taking a different action, and this kind of software will show us where we need to improve or where we need to look at the funnel and kind of re-evaluate.
What this showed us was that the most important or the most clicked link on their entire homepage was the ‘About Us’ navigation link at the top, so that’s the one with the big arrow at the top right there. This had substantially more clicks than any other area of the site, and what it says is that the users don’t know about this company. So without looking at the products or anything first, we want to know ‘who is this? Who are the people behind this?’
If you’re looking at this and you’re saying ‘wow, they’re really going to the about page’, well then, you best really, really build out that about us page. If people are going there and spending time there and wanting to know more about the company, then that’s your opportunity to tell them everything that you can about the company and to try to convert them through telling them the story about the company itself.
Maybe that’s by way of how long you’ve been in business on your about page, maybe that’s by the level of expertise the staff had that’s on your about page, maybe that’s about the commitment to the world that you have or the environment, and that’s a section on your about page.
Rather than just having a ‘we are company X and this is what we do’ as an about page, if you realize that all this traffic is going to your about page, you want to do something special with that about page, and then have links that go back to the next area of the site after you think that someone knows about your company, where else would they go?
This would probably be a products page, or your main product page, or your main page or something like that; the next action that you originally want these people to take, that you thought they were going to take, but now you find out that they’re going to the about page, so now you try to lead them from the about page, after they’ve figured out all about your company, back to the page or action that you were initially trying to get them to take.
That’s one piece of software, Crazy Egg. That’s the clicking. Crazy Egg also has a scroll map, so the first one tracks clicks, this one’s tracking scrolls. The lighter the area is the more impressions that you had. What this tells us right here is, instead of thinking that the top banner would be the most viewed place, it’s actually showing us that the most viewed place by way of scrolling is the white section right there.
This means that maybe you want to re-evaluate the heading image, maybe you want to extend the heading image down to include that section. Maybe you want to put more of an important message into the white area. This just gives you another way to re-evaluate the layout of your page and what’s important to your user.
They also have an overlay list. This tracks the number of clicks and then it lists out the number of clicks. The first one, we saw, by way of heatmap, we got an idea of how many clicks there were. The lighter the area of the heatmap, the more clicks there were.
This one’s telling you, by way of color and these little plus icons, where people clicked, and then you can click the plus icon and it will bring out this table that shares with you what type of link it was. Was it a text link? A layout link? An image link? And then how many clicks to that, and what percentage of the clicks for that page were to that particular section of the site.
As we can see here, the about page was actually 13.5% of the clicks, and the next highest was less than 5%. So almost 3 times the amount of clicks went to the about us section of the page rather than taking any other action, going to the products or learning more. So again, very valuable information once you have this running on your site for a little bit and you can gather this information.
HotJar, very similar to Crazy Egg, but they actually have a couple more tools in their suite. HotJar is free, they have up to I think 100 recordings. You can install this on your website today and then track what actions visitors are taking and then tweak your webpage or your website accordingly. Then if you need more visitor recordings or such, then you can just upgrade to a paid plan.
They have a heatmap, which we showed you with Crazy Egg. They have visitor recordings, which is different, and it actually records the mouse and every little click and every action or route that the mouse takes. So it shows a line where the mouse is going across the screen, and then every time the user clicks, it’ll show you where they clicked as well. Visitor recordings, very valuable tool.
They also have something called funnel tracking. Funnel tracking tracks your funnel literally every step of the way, and it’ll tell you where along the funnel your customer dropped off. Maybe they drop off 2 steps before the thank you page and you can’t understand why. This information will tell you that that’s where they’re dropping off, and then that allows you now to go in and re-evaluate that stage of the funnel and see why that is? Why are people leaving at that stage? What can I do to fix that?
Form analytics. So you have a form on your site, maybe you’re testing between 10 fields in the form versus 3. You want a lot of information but you don’t want to scare the customer off, so you attach form analytics to measure which of the form fields are being filled out most and which ones aren’t being filled out. Then you can tell, if somebody didn’t fill it out then obviously they didn’t complete that page, so then is that one field necessary? You start evaluating each of the different fields and testing each of them through A/B testing.
Surveys or polls allows you to survey your client list or your website visitors by way of little popups and stuff, so another way to engage and to find out information from your actual users.
This is the visitor recordings, as you can see. It just shows you where they go and then where they have clicked, and maybe sometimes they’re on the site for 6 minutes, so you can fast-forward through all the non-actions and just see exactly where they scrolled and where they clicked.
The funnel tracking, again, just shows you each step of the funnel and where they dropped off, and then you can evaluate the drop-off at each stage. So, obviously, you know the 3rd drop-off being 51% is fairly high, so why are so many people dropping off there? And then go back in and evaluate why are they dropping off and what can we do to fix it?
Optimizely. So Optimizely is an A/B testing tool that allows you to test without changing the content of your site, so you don’t have to go in and change the layout and send somebody to do different variations of the URL. Nothing difficult, it does it all inside the platform for you, you just add a little piece of code to your website. You can test a lot of different things from images that you’re using, video that you’re using, layout design, headlines, buttons, button colors, text. Anything that you can imagine, you can test.
You can test for banners. Which of these banners performed the best, and then you have a control that you’re always trying to beat. So you’ll have one that’s the best performing banner, and then every new design is trying to beat out that control, or the one that’s the winning design.
Forms, we said that you can find out which part of the forms are not being filled out, and therefore you can evaluate, at that point, do we need that field or can we get that information later on in the funnel?
Social Network Insights, so like Facebook. We can look inside of Facebook, you see what posts had some interaction. Same thing with YouTube, so what videos were popular, what about the engagement in the video, what area of the video did they stop watching, so that tells you ‘maybe I need to cut that area down or make it more exciting.’ How many page likes, what kind of reach do you get on your Facebook posts, all the way down to summaries of total Tweets and Tweet impressions for Twitter.
Pretty much every social platform has their own analytics or insights embedded in the dashboard, so very valuable to find out what’s working and what’s not on your social sites.
That brings us to the end of the presentation. We’re ending this with a Peter Drucker quote. Peter Drucker was a very famous American business guru. His quote is “what gets measured gets managed”. It means that if you don’t measure something, then you can’t manage it in the company that you work for or whatever; you’re a one person business, you can’t personally manage it unless you’re measuring it, and that goes for a ten employee business or a hundred employee business.
Anything that’s going to get measured is going to have a number next to it, and then that one can be managed now, ‘we need to lower that number, we need to increase that number’, but unless you have that number, you have nothing to go on. You need to measure something to get a baseline to even begin. Once you have that baseline, you work towards always trying to better it, always trying to beat the control, always trying to tweak and test and test and test and try to get a better ROI.
That’s the end of this presentation. If you’d like more information, please visit our website, Metamend.com or give us a ring at 250-381-6382. We’re located in beautiful Victoria, British Columbia, Canada. Thanks.
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