Archive for the ‘Digital Marketing’ Category

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Google Analytics Overhaul

Tuesday, December 13th, 2011

Are you struggling a bit with the new look & features within Google Analytics? Well here are 5 key features that you should start using:

1. Keyword Clouds

If you aren’t familiar with a tag cloud then they provide you with a visual and textual representation of how popular a certain topic is. The bigger the font size, the more popular the topic is. You can now use these clouds to view the keywords visitors are using to access your website.

2. Real-time data

Remember when you used to run log files through an analyser and get yesterdays stats. Event Google delayed stats by up to 24hrs. Now it’s possible to get real time information, very useful for monitoring marketing campaigns

3. Site Speed

A slow site will almost always affect your audience and they will soon leave your site in a cloud of frustration. This new function allows you to keep an eye on the site speed – especially useful when launching new features or during periods of high traffic volume.

4. Flow Visualisation

Whilst the entrance and exit pages were previously available, you can now following the flow of visitors through your website. This can help identify flaws in conversion funnels such as a lengthy basket process or complicated registration forms.

5. Dashboard

You can now create your own custom dashboards providing information that is relevant to you and your measurements. This allows you to create a top level dashboard for the CEO – so he can see all the numbers going in the right direction, and a more detailed view for the Marketing Manager – so he can keep the numbers going in the right direction.

If you have not logged in to Analytics recently (Why Not !!), take a look for yourself – you’ll soon find yourself drifting into the immersive world of website statistics.

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Traffic Traffic everywhere….

Tuesday, May 3rd, 2011

But not a sale in sight !!!

Many clients are often impressed by the level of traffic that their website is receiving. It’s a very similar principal to walking down the high street and seeing  a busy shop. “Wow they must be raking it in”. Well the shop may be busy but how long is the queue at the cash tills? In a nutshell, people may be attracted to go in the front door, but are they buying goods?

The website is no different in this respect; high numbers of visitors do not equate to a high number of sales. So what are some the key barriers which stop your visitors making a purchase?

Navigation – can I find the product I want?

Price – not just the product price, think about the addition of VAT as well as any delivery charges which may be added during the checkout process. How much has that added to the customer’s inital outlay?

Poor Images – would you buy a product if you can’t see it?

Poor Descriptions – I want to know all this product can do for me and if you don’t tell me, Ill go somewhere else. However if you give me too much information which is badly organised, it will be too much to take in and I will go somewhere else. A fine balance – yet a very necessary one.

Stop Asking me Questions – if I have to fill out form after form just to buy a single item, chances are that I will be put off. Imagine just wanting to buy a pint of milk from the supermarket on Christmas Eve with queues stretching as far as the eye can see – just not fun

Attracting the wrong type of customer – if you don’t deliver abroad, the thousands of daily visitors from the USA are just leaving disappointed.

Non existent offers or promotions – make sure all you offer information is up to date. If you have a promotional code offering 20% off, don’t make the customer jump through hoops to get it – or worse find out that it no longer exists

All this information is easily managed via a website statistics package such as Google Analytics. This is free and can be easily installed within in your website by your web developer.

Using tools like these can help you identify areas of the website which require improvement as well as the sections which are working. Do your research before making knee jerk changes to the pages on your website. It’s your website, it’s your business – make sure it’s doing everything for you.

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We’ve been a bit quiet – but for good reasons

Wednesday, January 26th, 2011

Well we have on the blog writing side of things, but that is mainly down to the workload we are experiencing – a nice problem to have. So what have we been up to?

Well, we have been developing the new Rab® website which is due to launch in the near future. Developing a user friendly content management system along with a unique intuitive design to showcase the technical products within the Rab® range has been an involving project.

Working with Muse Developments, we have moved their existing website into our content management system VCMS and provided them with some key new functionality to help manage the website.

We are working on a website for a new company called Steep Edge, which is an e-commerce site for selling adventure films. Everything from Abseiling to Wingsuits will be available to rent or buy from the website which will be launching in early March.

We are also pleased to welcome our new developer who will be starting on 14th February to help move the Web Design and Development from Vertebrate Graphics to a new level in 2011 and beyond… more news on that soon.

We have partnered up with Vertical Response to provide an email marketing system to all our clients. This is being tested at the moment but will soon be available to all clients.

So as you can read – busy times and long may they continue !!!!

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Be careful what appears on your pages

Wednesday, September 1st, 2010

Whilst this story is another show of mob stupidity in reaction to the Pakistan cricket betting scandal and a more shocking example of cruelty towards animals, it does show what can happen when you have adverts running on your website.

Click on the image and then have a look Related Partners section at the bottom of the image. I think you’ll agree it’s a little inappropriate. The lesson here is to double check everything !!!

a page on the telegraph website

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Vertebrate Graphics help increase Rab clothing sales!

Monday, August 2nd, 2010

Vertebrate Graphic’s recent marketing support for the outdoor activity brand Rab focused on two micro-sites outlining the use of technical fabrics Pertex and eVent used in Rab apparel. These can be viewed at www.rab-event.co.uk and www.rab-pertex.co.uk.

Using an integrated on-page and on-line advertising approach with traffic from Facebook and the main Rab site plus external sites such as UK Climbing and Outdoors Magic generated some additional 10 000 registered names to their database. This has created powerful marketing data for Rab to use in future campaigns as well as driving traffic through to their main website www.rab.uk.com.

Rab wanted us to keep the micro-sites simple and focused. We kept the core brand values of Rab whilst presenting the products and information in a uniform and easily read fashion.

To find out more visit www.rab-event.co.uk or www.rab-pertex.co.uk

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