Monday, September 5, 2016

Get Automated Insights From Google On Your Mobile App

Google has launched a new stream of automated insights in its official Analytics app. This is a great improvement where webmasters will be able to see key metrics and areas where there is scope for improvement. This will reduce the overall time taken on manual data analysis in order to find out the key areas of improvement. Instead, the Google Analytics App will now send automated insights on your mobile app informing you which actions are driving more conversions so that you can continuously improve your site and increase your ROI. 




The data is available in the Assistant Screen and it lets you see key trends in just 5 minutes. Moreover as the app learns more about your business, it gets smarter and smarter. It’s available now in Google mobile app on Android and iOS, so you can easily grab insights on the go.

How it Helps?


  • Analyzes the available data to give you meaningful insights and recommendations.
  • Offers quick tips on how to improve your Google Analytics data.
  • It reacts to your feedback and adjusts itself smartly. The more you use it, the greater accuracy you will have.
  • The entire team is able to take action easily.

Also See:

How Does GA Collects Data From Mobile Apps?
10 Avinash Kaushik Videos for Learning GA
Analytics Interview Questions and Answers
5 GA Metrics that You Aren't Sure What They Mean
100 FREE Resources for Learning Analytics
How to Set Up IP Address Filtering in GA
Content Grouping in Google Analytics
Seo Tutorial
How to Find Out Which Keywords You Rank For
Using Google Trends to Find the Popularity of Keyword
Keyword Research and Seo
Long Tail Keywords Vs Short Tail Keywords

The Definitive Guide to Product Bundling

An e-commerce website can drive more sales and improve conversion rate with product bundling. Under product bundling, multiple products are clustered under the same package. Consider the below screenshot to get a better understanding of it:



In the above example, the e-commerce website combined four different products to cater to one customer. It drives sales for multiple products with a minimum of marketing tactics. The amount of money saved on the purchase drives customers to make the purchase.

How to Create Product Bundles?

As per Matt, owner m2media, a creative web design company in Brisbane, "For an e–commerce business to flourish it has to adapt to the ever-changing dynamics of the digital world. Product bundling is the latest trend which has to be a prominent feature of services provided by a web designing company".

Align with e-commerce websites which provide with licenses and extensions to support product bundles. You can opt for:

  • WooCommerce: Provides with pre-configured as well as customized bundling option. It also supports extensions such as Product Add-ons, Name Your Price and Composite Products. Also provides with free snippets and mini-extensions for customization and improved functionality for bundles.


  • Shopify: Shopify app lets you suggest “bundle” to your customers. Customers can simple “Add bundle” to make the purchase and get discounts offered with it. Bundle suggestions are shown below along with the discount offer which a consumer searched for as shown in the picture below. Go for the free 15day trial to decide if you want to continue or not.

  • Magento: Just install the extension and rest are taken care ofg by the professionals. It provides with “Frequently Bought Together” extension with which related products are displayed in neat way as shown below:

  

Related products block is turned off at the time of installation.

How Product Bundling Improves Revenue Generation?

Product bundling cashes in on consumer interests by suggesting a deal that maximizes the potential of making a sale. There are many touch points throughout the buying journey of an e-commerce customer. These touch points cater to different emotions and expectations from a consumer point of view. An e-commerce enterprise can improve the conversion rate with product bundling by:

1- Making the sale with lucrative deals

Compared to a single highly priced product, bundled products seem easy on the pocket with a discount offered on the purchase. Check out the example below wherein a customer looking to buy DSLR camera is directed to bundle suggestion with a lucrative deal.


     
Camera and Lens pairing, in this case, is a smart choice to appeal to the consumer. For an ideal product bundling approach which we will take up later in the article, it is necessary to provide options related to the main purchase and highlight the deal by pointing out the benefits.

2- Being a part of consumer decision-making

Plan a perfect deal to influence consumer buying decision. With product bundling the consumers who turn away can be enticed to make the purchase. It is the search for products which sometimes drives the consumers away.

A clothing e-commerce store for an example bundles different product to complete the collection. To influence decision making of consumers to suggest a full collection by bundling different apparels together as shown in the picture below:


  
The consumer does not have to go look for what matches and what not. It makes the purchase simple and easy for the e-commerce shoppers.

3- Increasing average value order

Average order per value has a direct impact on the overall revenue generation. Average value is the total revenue generated per number of checkouts. Consider the picture below wherein a shopper looking for a pair of earrings is tempted to go for rather 3 pairs.

A single checkout, in this case, yields benefits for the e-commerce store by increasing the average value per checkout. For the consumer, the price value saved is to too tempting to resist. 


  
How to Promote Product Bundles?

Three possible methods to sell bundles products are:

  • Product bundle as an entire package.
  • Product suggestions in midst of consumer shopping journey.
  • Cross selling when products are being added to the cart.
  • Leverage statistical data for the spending patterns of existing customers. With assistance from e-commerce software such as one provided by Glew make combinations for product bundling. 


Product bundles should make sense and represent the value to the customer. The ideal approach for product bundling:

  • Highlight the bundle benefits: Point out how much a consumer saves on purchase with bundling and without it. Highlight it and bring it to notice on the product description page only.

  • Promote bundles: With “Add this and save” option at the time of check out offers suggestions and recommendation to drive sales.

  • Dedicated bundle pages: It would be benefitting to provide a separate bundle page if there are a lot of combinations for bundling. Highlighted below is the e-commerce store which uses “Value Sets” as product bundle suggestion for an array of beauty products.


  

There are plenty of benefits of product bundling for an e-commerce website. It helps e-commerce business to establish long term relations with loyal customers. It is not only the e-commerce business owners who benefit from Product bundling, advantages of product bundling which makes them go for the purchase are highlighted below:

  • Consumers benefit from value-oriented purchase from a single offering.
  • The overall cost is lower that the actual cost of the products combined.
  • Ease of shopping without wasting too much time looking for products.
  • Combine bundle offers with a sense of urgency by having a “limited offer” or a specified day period for the deal to end. 
  • Customers should feel the urgency make the purchase and not be diverted to your rivals to look for options.

Ensure to access the productivity of the bundle combinations with the website you align with. Test the combinations in terms of relevancy to make sure a consumer will be driven to make the purchase.

Also See:

Wednesday, August 31, 2016

Google Says, Pages Offering Bad Mobile User Experience Will Not Rank Highly After Jan 10, 2017

Google has clearly indicated in one of it's recent blog posts that webpages where content is not easily accessible to the user when searching from mobile devices will not rank as highly after Jan 10th, 2017. 

What Hampers the Mobile User Experience?

Popup's that cover the main content area and not allow the user to view it. 




ALSO SEE: Optimizing Your Site Content for Mobile Audience


Displaying interstitials that needs to be closed in order to access the main content area.




However, not all interstitials are bad. Some that inform the user about cookie usage or a popup for age verification or a popup that does not covers the entire mobile screen are all valid usage of popups that won't be affected by the coming January update.  

The main point that matters is, users should reach your main content from search and there should be no mandatory obstructions to it. 

Also See:








5 Ways to Properly Optimize Your Landing Pages for SEO

A landing page is one of the most important parts of the entire SEO campaign, yet many marketers still avoid optimizing it. A perfectly optimized landing page is essential for increasing the overall conversions happening on the site. SEO friendly landing page caters to the audience and provides them with everything from ease of navigation to quality information.

Laid down below are the steps, which you need to follow to enhance the SEO appeal of landing page for your audience:


1- Follow the Rule of "Thirds" to Make Your Landing Pages More Interesting, Dynamic and UX Friendly

As per the international standard on Ergonomics of human-system interaction, the user experience is defined as “a person’s perceptions and responses that result from the use or anticipated use of a product, system or service.” On general terms, I recommend you to follow the below guidelines for an effective, user-friendly design:

• You can use content management software such as WordPress. It offers highly customizable free WordPress themes and can be powered up using extra plug-in like Visual Composer, WordPress  SEO, Link Patrol, SEO Quake, Broken link checker etc. All these plugins can be used to improve the  search engine rankings of your blog. Moreover, for a stunning fast speed, you can implement WPEngine (click here to learn more). 

• Follow a minimalist, mobile first approach with typography matching the brand image.

• The content should be tailored to consumer’s behaviors and tastes.

• Keep touch targets to 48 x 48 pixels and have an easy navigation for the users.

  To make your landing pages more user-friendly, design them by following the rule of thirds.

  What is Rule of thirds?

• Rule of thirds employs “3 by 3” grid structures or 9 even squares to highlight the prominent aspects,   which get noticed first.

• The most prominent pattern followed by eye to view a landing page is either “F” or “Z.”

• Rule of thirds cashes in on these patterns to appeal to online audience take note of fascinating features of a landing page and easily spot the information they would be interested in.

Every online user who lands up on your page can provide you with significant benefits. Use Rule of thirds to evoke user curiosity as you might not know how much value a single visitor can bring into your website by spreading the word or by availing services. Two important aspects, which a web designer needs to ponder upon while designing a landing page with rule of thirds, are:

• What are the points of interest from the visitor's perspective?

• What content should be placed in these points of interests to appeal to a visitor?

Check out landing page of WebDAM for consideration, which depicts the percentage of attention, each point of interest gets:


The approach in this case of the designer is simple. Instead of putting details in the center, the page layout effectively breaks down the points of interest to place the appropriate information on each grid. The result is a much more dynamic and appealing landing page.

2- Add Your Main Keyword on "Famous 5 Spots"

The “famous 5 Spots” for keyword inclusion that gets a landing page noticed by search engine and provide easy information to the users are:

A. URL of the Page

Add keywords to the website address of a page such as www.example.com/mention-your-keywords-here. Avoid using catchy phrases rather go for appropriate and relevant keywords to be added up in the URL. It should accurately define and tell the search engine as well as the audience what sort of information to expect.

B. Title of the Page

The impact of adding effective keywords to a title is directly proportional to the CTR and your search engine rankings. Follow the below guidelines for keyword inclusion in the title tag:

• Create descriptive page titles having at least one different word that attracts the user.

• Try and start the title with your main targeted keyword.

• Avoid repeated or boilerplate titles.

• Do not use your brand name in every title. It hampers the user experience.

• Keep the titles between 50-60 characters. The lesser words you have in the title, the more importance every word receives.

• Include acronyms and numbers.

C. H1 Tag

The heading should be prompt to appeal to the online users. It should evoke a sense of curiosity for the viewers to access the information in the respective landing page. Try the following tips to optimize your H1 tag perfectly:

• Your main keyword should be the H1 tag of the page.

• Also, Include synonyms of the main keyword to increase the relevancy further.

• Avoid creating lengthy H1 tags as it dilutes the primary keyword value.

D. Alt Tag

Alt tag provides an insight into the image for the readers. Alt tag and alt texts can be added to an image tag in the HTML.  An image tag code may look like:

<img class=”alignCenter shadow” src=”allhelpserviceslogo.jpg” alt=”image-description” title=”image tooltip”/>

Alt tag tells the search engine what the image is all about and in a case due to a technical fault the image does not get load the alt tag provides information about the image content.

Make sure to use your keyword in a natural manner in the alt tag. For example, if your keyword is “chocolate cake recipe” then add an alt tag to the image of the chocolate cake as “chocolate cake.” 

This will increase the overall relevancy of the web page and help it to rank higher in the search results. But remember not to use irrelevant keywords that do not correspond with the provided images. This will get counted as keyword stuffing, and your site might get penalized for that.

E. First sentence of the main paragraph

Add keywords within the very first few lines of the content. A good landing page enhances the CTR by evoking the interests of viewers. This keeps them interested in the information and helps them find relevant information to their query.

Keyword inclusion is determining the factor for Google algorithm to rank your landing page amongst top search results. Ensure that you are using these keywords in a natural manner. You can use keywords in multiple locations just don’t over do the practice as it might affect your search engine rankings.

3- Create AMP HTML Landing Pages for Organic Goals and AMP AD Landing Pages for Campaign Goals

There are two specific landing pages that we create to generate conversions. First page for conversion of organic goals and second page for conversion of ad campaigns. AMP (Accelerated Mobile Pages) is an initiative by Google to allow faster loading of landing pages on mobile devices both for ads and organic results. One of the newer variation of the AMP Ad landing pages.

AMP ad landing pages work in the following ways: 

• Ads leading to ALPs (Ad Landing Pages) have a pre-connection with the landing page. It significantly reduces time by eliminating the time wasted in issuing a pre-request to land up a user on the landing page.

• Even before a user clicks on the ad prefetch landing images are already requested and downloaded before a user even clicks on the Ad.

• There are no redirects to the ad server. The request is initiated when the user reaches a landing page. It is compatible with an amp-pixel component for 3rd party tracking.

AMP Ad pages are effective for a reason that:

• The user is more inclined to click on an ad, which they find trustworthy and know, will provide a positive experience.

• It is highly benefiting for advertisers who can cash in on user engagement, which boosts conversion rates.

AMP HTML and AD landing pages add to the overall appeal and can leave a positive imprint on the psyche of your audience. An online user impressed with the functioning will only come back to boost conversion as well as retention rate.

So, as a Webmaster, you need to create a separate variation of AMP HTML (organic pages) and then AMP AD Pages (for every separate campaign landing page). This will help your landing pages to remain optimized for higher conversions.

4- Be "Very Clear" with Your Message, Use Hero Images and Provide all Information that the User "Might" Research before Conversion

Be clear with the objective of a landing page i.e. what its purpose is and what you want to achieve with it? Everything matters around providing the best experience to the user. The message on your landing page should be in align with your marketing goals. Make it easier for the visitor to read and understand your message. Focus around topics instead of just keywords. Make use of topical SEO (click here to learn more) that focusses on creating pages around topics in place of keywords . 

Make use of search query option under Google Analytics to identify the searches that are leading to the specific landing pages. Further, optimize the pages as per the search query identified by the user.

The best-converting landing pages have hero images in them with a single H1 containing the brand message and large yet clear CTA buttons that guide the user to take immediate action.

Have a look at the below image of VerticalResponse that displays a hero image with easily distinguishable CTA buttons.


5- Leverage Mouse Tracking, Eye Tracking and Keep CTA in the Most Desirable Spot

Mouse tracking and Eye tracking are parts of heat map generated by evaluating the navigation patterns of your audience. What appeals most to the eyes of an online visitor once they land up on your page? The data is represented in the form of heat map as shown below in the screenshot. The areas colored Red are the prominent areas, which attract majority clicks while greener the shade less, is its appeal.


• Eye Tracking

This is achieved by taking in account the eye moments of sample audience who browse throughout landing pages. This activity is highly effective in providing data regarding how an online user behaves once they land up on your web page. This might be a bit expensive as the sample audience, and professional monitoring comes at a cost.

• Mouse Tracking

Mouse tracking monitors mouse movements and clicks. It is the best way to get hold of most appealing features of your landing page. What appeals to your customers and what not can help you work design a proficient landing page for enhancing the conversion rate of your website. The best part is that they come directly from your online visitors.

• Position of CTA

The objective of a landing page is concluded in the Call-To-Action buttons. They are the most important part of a PPC campaign. With data accumulated from heat maps, you can conveniently decide the place to put CTA button. Make it easy to spot with a defined set of instruction.

The traits of an ideal CTA button on a landing page are:

Appealing and easy to spot visual.

Ability to direct with message.

Bigger and bolder than other buttons.

Use of action oriented words.

Whenever an online visitor lands up on your page, it is the landing pages that should do the talking. You can design an effective landing page to boost the conversion rate by taking in account the ways mentioned above.

Also See

Landing Page Experience Ratings
Conversion Tracking in Adwords
How to Create a New Dashboard in Google Analytics
Google Makes Improvements in Real Time Reports
Difference Between Clicks and Visits