Bottom line up front: Create a new Google Analytics account for every website domain, unless you want to track your Adsense clicks in Analytics.
After attending Affili@SYD 2011 last week, I decided to review all my web properties.
I don’t consider myself an affiliate marketer, I’m more an e-commerce and traffic guy. But I’ve had moments of success over the years.
The first step of the review is to benchmark my properties and get a picture of their current state. Some have been sadly neglected over the years so I’m dusting them off and giving them a lick of TLC. Google Analytics provides some wonderful benchmarking tools for this.
Βest-practice is a one Google Analytics account per domain. Any subdomains can then be set up as a filter or a profile under that account. My old web properties were created with a new profile under my main account.
Analytics profiles cannot be moved between accounts. A separate account for each property lets me sell a property and “unhook” its Analytics without losing all the historical data.
I also want to run Google Adsense on the revitalized domains and track ad effectiveness through Analytics.
Unfortunately Google currently allows only one AdSense account linked to one Analytics account.
So for now it means the smaller properties must reside in my main Analytics account if I want to track Adsense with Analytics as I don’t want multiple Adsense accounts.
Once a property gets traction and significant traffic on it’s own I will then create a new Google Analytics account for it. I’ll disconnect the history and lose the ability to track it’s Adsense data in Analytics, but I’ll be better able to use the reports in Adsense with more traffic.
On of my favourite quotes isÂ “would you like fries with that?”
It is the best-known, English-language suggestion sell. And it works. Every business can up-sell something to a customer who has their wallet open.Â It’s just a matter of getting creative enough on your product or service offering.
I tend to favour the suggestion sell cost less than the original item. In the same way that the fries cost less than the hamburger. IT and consumer electronics retailers can sell extended warranties, consumables and accessories. Consultants can up-sell research seminars, subscriptions and evaluations.
This is different from promoting a special, time-limited extra as a call to action. The customer has already made a decision to purchase your product. The cost of acquiring the additional order is zero. It will never be cheaper to offer that customer another product. Seize the day.
If you’ve got a product or service that you can’t find a suggestion sell for, leave a comment and we’ll come up with a few ideas for you.
Now would you like to super-size your meal for only $1?
I’m developing a series of KPI’s for a retail operation. They own nine garden shed outlets and don’t currently track anything. It’s late and I’ve got a pile of notes, but I’ll document the process here.
One of the key elements is avoid collecting useless data, and reward the collection of useful data that reinforces the corporate values, empowers the store managers and is an aid profitability through performance measurement.
Obviously the store managers are going to have a say in the KPI.
Flemming Funch at Escape Velocity posted in Ugly sells? and challenged Mark Daoust’s Site-Reference.com post The Surprising Truth About Ugly Websites.
It is not fancy, it is not exactly beautiful.
It’s one of the best-kept online secrets (and worst-kept direct marketing secret). It is possible to be too well designed or professional. Especially if that award winning design eats most of your marketing budget.
Once, before I knew anything about search engines, online marketing, seo (search engine optimization), I let a business friend talk me into closing a website “better no website than an unprofessional website” he advised. This guy was a marketing professional whose clients were all the big end of town. Big mistake many years later I realised it was popular with our customer base and drive enquiries to our sales team.
Another anecdote. I was meeting with a client last Tuesday to finalise a web marketing campaign, One of his marketing team wanted input to the website I am designing for them. Specifically the objection was precisely about the elements I use to get the fantastic results my websites generate in so little time.
What sells online is whatever speaks to the target audience. Banks and finance companies are expected to have slick, modern award winning design.
Online marketing demands function over form. Once the website gets attention, then you can add pretty features. Make sure the function of the website is clear obvious!
I’ve had two interesting meetings in the last week. Both were with other fathers whose kids attend the same school as mine. Both also run online businesses.
They’d heard I’d been in online businesses for years; was in the top 3% of worldwide sellers on eBay (more in a couple of days on that); and knew a thing or two about getting traffic and search engine results.
To compare the two, one was aware he could do better, expected to learn and grow his business over time – essentially in for the long hall. The second guy was scattered over four or five different technologies and business models, chasing the next big thing.
My system suits the first way. And I advised my second friend to be patient.
Both however needed more links to their websites both directly from their friends, but also from relevant, non-competing sites. Reciprocal links (where you link to me and I link to you) are a bit tricky with Google penalizing people who build link farms. Relevance and quality of the linking site is more important that just getting any old links.
So while I am always looking for suitable link partners, I looked at fast alternatives. I found Link Vault a free, text-link advertising network. This is a high-quality ethical way of growing inbound links and getting a share of the web mindspace.
Link Vault has a good reputation for fast lasting results. I’ve already rolled it out on some of the sites I manage and expect to implement it here as well.
quickdraws photo by Cristian Galletti Casalgrande, Italy
I just got home from an interesting talk on corporate health management. More specifics on that later, but it matched with an email from a client.
Doctors use numbers to measure our overall and specific health, businesses have KPI’s. Webmasters, eTailers and eCommerce practioners live and die by their stats. But it’s amazing how many website owners ignore their stats.
Web logs get ignored until orders stop flowing
It’s a great quote, but it’s getting the cart before the horse. Logs give early warnings of problems and early pointers to success. Find out your strengths, weaknesses, opportunities and threats sooner than later. It’s always better to have time to plan a response before it becomes critical.
But logs in isolation are useless, we’re after trends. Your traffic should be moving in the right direction, and that traffic had better be relevant. There is not point in say 12,000 unique visitors if it’s all unrelated or marginal traffic.
And seeing how people are finding a website is as important as the bulk numbers. Is a pattern emerging for searchers? Are they looking for particular information or products that you provide, or can easily provide. If your product is on say page 18 of Google and people are willing to dig through 180 websites to find it, then look at improving your ranking, either through organic search improvement or sponsored placement.
Gratuitous plug. If you want to improve your natural placement in search engine results pages and want a consultant get in touch. You’ll be amazed at how high our techniques will get you.
The threat of internet TV downloads is met head on by Disney the owner of ABC network and Pixar. ABC will be offering their prime-time TV shows like Lost and Desparate Housewives for download via their MyABC portal at http://abc.com launching in May.
The Wall Street Journal has the story on the front page today.
DISNEY PLANS to make much of its most popular programming on ABC and other channels available free anytime on the Web. The move could speed changes in TV viewing and help revive the ad business.
The big news s they’re allowing these downloads for free. They will contain advertising and the ability to fast forward and rewind. The shows are already available for video iPod via iTunes, but ABC understands advertising business models, so they’re playing with their advertising to make an event of the launch. Should be interesting.
Great move, they’ve siezed the day and decided to grab the market before someone else eats their lunch.
It looks like Steve Jobs may be teaching them to unclench their grip.