Publicidad en Google: cosas que te pueden ayudar a mejorar.

Salir en Google // Publicidad en Google // Anuncios en Google // Anunciarse en Google   A lot of people in online marketing spend much of their time trying to figure out how to drive traffic through organic search and pay-per-click advertising, but too little time evaluating what site visitors do once they actually get to the landing page. Marketers should be trying to get Web site visitors to act in some way—like clicking through to another page, or downloading a white paper, for example—but most landing pages fail to accomplish this adequately. Fixing your landing page can ensure that you are getting the most out of your website traffic. It's the single most effective way to maximize the effectiveness of your online efforts and skyrocket profitability. Think your landing page is great? Think again. If you really want to decrease your cost per lead and increase your conversion rate, you've got to start with a best practices scrub of your landing page. Ruthlessly evaluate your landing page as if you were viewing it for the first time. Does it have a lot of visual clutter, such as unnecessary, gratuitous graphics that distract people from looking at your call to action? Is your call to action clear? Is your copywriting bogged down with marketing fluff? Also take look at upstream disconnects. This is where you promise one thing in your pay-per-click ad, but don't mention it on the landing page, thus losing the information scent trail. Or maybe you do mention it, but it's buried among too many choices. If you list 20 product features, do you really expect the visitor to read down to the 17th item that he's interested in?Make sure your landing page has an obvious connection to your pay-per-click ad or email so that users who click through can easily find what you offered them. Finally, don't ask for too much information, and consider not asking for any at all. A site that offers a free download without requesting information from the user can have a conversion rate that's 50 times greater than a site that requires users to fill out a form. Consider whether you could ask for user information later in the process, after you've already given them something. You might be surprised at how willingly visitors will share their information once you've given them something for nothing. With these basic considerations in mind, you've likely already concluded that your landing page is far from perfect. So where should you go from here? Chances are, you've got several sources of readily available information that can help you uncover information about site problems and prioritize where you have the greatest opportunity to make improvements. Web Analytics Web analytics related to the content of your website can provide many important clues to uncover and prioritize potential problems: • Most visited content The popularity of a Web page helps you to understand whether it is getting the proper exposure. If a key page is not getting enough traffic, it may be necessary to move it to a more prominent location on your website, or to create more links to it from other popular pages. • Path analysis Path analysis allows you to see the sequences of pages that visitors use to traverse your site. They show you the most common flows of traffic. It may be possible to change the position of key conversion pages or links within the site to benefit from such "drive-by" visibility. • Top entry pages A list of the top entry pages shows you the point of first contact with your site. Generally, the more traffic that is hitting a landing page, the more attention that page deserves in terms of conversion tuning. Traffic levels can help you to prioritize which landing pages that need to be fixed first. • Top exit pages Exit pages are the places where visitors leave your site. Each exit page can be viewed as a leaky bucket. If visitors exit your site, they probably did not find what they were looking for. In some cases, there is nothing that you can do about this. But for many of the visitors who left, you could have probably improved the page to provide more relevant information or better navigation. The total number of exits and the exit percentage of a page can be used to prioritize among problem pages. The worst-case scenario is a popular entry page that is also a frequent exit page. The bounce rate is the percentage of entry page visitors who leave immediately without visiting any other site content. High bounce rates on high-traffic pages are a red fl ag indicating that those pages need attention. • Funnel analysis Regardless of your visitors' initial wandering path on your website, they must often pass through a well-defi ned series of pages in order to convert. It is possible to see the efficiency of each step in this linear process. The funnel narrows as people drop off during each step. High drop-off percentages may signal that a particular step is especially problematic. If problems are uncovered, they may suggest breaking the process up into smaller and more manageable steps, or simplifying it. • Conversion goals Web analytics software allows you to track conversion rates (CRs) for all of the important goals on your site. By comparing your CRs with analyst research for your industry, you can get a rough idea of whether your site effi ciency is competitive or substandard. Some Web analytics tools offer the ability to view reverse goal paths. These are the most common sequences of pages that visitors traversed on their way to completing a conversion goal. Unlike forward-looking funnel analysis, reverse goal paths look backward at the most popular points of origin for a conversion. Onsite Search Onsite search can be a great source of information about what is not working. Many searches produce no matching results, indicating a mismatch between visitors' desires and expectations and the ability of a site to provide relevant content. By taking a careful look at such empty search results, you can identify the type of information that is not effectively being found on your site. If a search is very common it may be a candidate for inclusion in the site's permanent navigation. In other words, you may want to enshrine the search result with permanent visibility to help even more people find it (since a small minorityof them will bother to use the search function). Usability Testing Usability testing can often be done inexpensively and rather informally. After running as few as three test subjects through your mission-critical conversion task, you can often uncover significant issues with your current landing page. All you need for this kind of informal approach is a quiet room, a mock-up of your proposed design (possibly just hand-drawn on paper), and a clear task statement (of what you want your subjects to accomplish). You then simply ask the person to talk out loud about their thought process as they work through the task. Usability Reviews You don't always have to conduct full-scale usability testing. Hiring usability experts for a high-level review of your landing pages is often a terrific investment. Usability experts have seen dozens or even hundreds of poor designs, and have learned to extract subtle commonalities. They can quickly focus on potential problems without even conducting a usability test. Besides their testing expertise, usability experts also bring an outside perspective and a mandate to uncover problems. Focus Groups Focus groups, like usability tests, draw on people from the target audience. Via a moderated group discussion, insights can be gleaned about user needs, expectations, and attitudes. These findings can be compared to the proposed solution to determine if key elements are missing or are incorrect. Of course, focus groups can be easily biased by their more outgoing and assertive participants, and the moderator's influence is important. Eye-Tracking Studies Eye-tracking is particularly useful in detecting problems in the earlier stages of the visitor's decision process (awareness and interest). If most test subjects do not look at the desired part of the page, they are not even aware that the conversion action is possible. In effect, for these visitors to your site the conversion action does not exist. Such studies can be costly, but are an excellent source of problems regarding page layout, visual presentation of information and images, and emphasis. Recently, low-cost alternatives to eye-tracking studies have emerged on the market (see figure 1). Customer Service Reps Customer service representatives deal with your website visitors' problems all day long. Customer service representatives' interactions can lead to valuable information about how to actually fix the underlying problems. Feedback can be collected in two ways: direct interviews or surveys of your reps, or a review of actual visitor interactions. Chat and phone call logs can be used to classify problems into categories. The prevalence of particular types of problems can be used as an indication of its severity. Surveys A number of easy Web-based and telephone surveying methods and companies are available. Surveys among your target population can be a useful source for discovering additional problems with your site. People who have already completed your conversion action already would seem to be the best group to sample. However, you should generally avoid surveys and interviews of existing users. They are already biased because they have already made the decision to act on your offer. It is better to sample randomly among a pool of people from your intended target audience. Forums and Blogs Many industries have specifi c communities of interest and popular discussion forums. Even if your company is not a market leader that is mentioned directly in forum posts, you can still gain valuable insight into the concerns and problems of your target audience. Such venues allow you to gauge the loyalty or frustration of people, their immediate needs, and attitudes toward your industry, company, or product. If you follow even a couple of these problem-finding ideas, you should be able to quickly identify many potential conversion issues with your site. Now you can come up with improved alternatives for each issue and use these as the basis for your landing page test. Focus on the negative and you are well on your way to higher profits! TIM ASH   Jose María Corbí jmc@130caracteres.com www.130caracteres.com   Oficina:    902 021 130 Móvil:       669 896 673 Skype:     josemariacorbi Blog:        http://130caracteres.blogspot.com ¡Gratis! Club de links // Publicidad en Google: ¡ofertas! ATENCIÓN: El contenido de este correo electrónico puede ser confidencial o privilegiado. Si ha recibido este mensaje por error, por favor, no lo reenvíe a nadie. Le rogamos que borre todas las copias y mensajes adjuntos y por favor comuníquenos que lo ha recibido la persona equivocada. Muchas gracias ¡Calidad y Eficiencia Para Su Publicidad En Internet!