Understanding what people are doing on your site is critical (as mentioned in previous posts) but as I’ve used CrazyEgg more and more I’m starting to realize the power in seeing what people do on your site. Now I don’t mean, what pages they visit or how long they stay but what they actually do on my sites.
Are they interested in all the links that say free or coupon? Are they clicking on the “contact us” page from the homepage more than I thought and are they using the top or bottom of the page to get there? The features available by simply copying and pasting a snippet of java code (just like analytics) from www.CrazyEgg.com are amazing. See below:
When looking at the above heatmap you can’t help but know where people are looking. All of their tools are helpful and visual which means you don’t have to understand “web analytics” to know that your contact us page is getting lots of attention and you should move it or make it more of a priority. Same goes for your coupon page or hot items or realizing that people love to see that you have a blog.
We all love free tools and this is just another oldie (a few months) but a goodie to add a little insight to your website overview. Here’s a helpful CrazyEgg review if you don’t believe me:) You can also create a free account at www.CrazyEgg.com. If there are other helpful tools you’ve come to love and enjoy please share them with me via the comments section.
June 23, 2008
What is the point of your site? What is your goal in marketing online? Do you have any tracking on your site? How many small business owners don’t have answers to these questions? The answer is always surprising and scary, most of them.
The point of local search is to allow me as a consumer the ability to find the business I am looking for, when I’m looking for it. Lately I’ve become addicted to 1-800-GOOG411 and have nothing bad to say about the project. It’s been quick, easy and I can name of 5 businesses that have had additional sales because of it:
Local Papa Johns (Family Pizza deal), Local GameCrazy (Wii Fit), GameCrazy (another Wii for a friend), Local Costco (hours of operation to go buy stuff at night), Local GreatClips (hair cut)
Do any of these businesses know that if it weren’t for GOOG411 I wouldn’t have bought from them? It’s true! Before my addiction to GOOG411 I used my phone to locate local businesses and call them. Some had websites and others didn’t. It was usually more frustrating than helpful BUT when the time comes that all local businesses have a simple website (ideally their business name .com) that I can access anywhere, it’s going to be difficult for them to see success.
Free site builders (www.weebly.com or www.synthasite.com) are so easy to use and a typical small business would do fine creating their own site. www.networksolutions.com or www.register.com have small business offerings as well, that don’t take much time or energy from a business owner. However, there are still millions of small businesses that should be online but are not.
The point of local search is to let consumers find their local businesses. Attention business owners without a site, please get one. Attention business owners thinking about online marketing, do it! You can easily get creative with words (domains are only $6.95 with coupon code OYH3 at www.godaddy.com). Have some fun and help future customers find you when they need you.
June 20, 2008
A book I highly recommend is by Seth Godin and it’s called The Big Red Fez. Nothing in the book is life changing or industry transforming but the way Seth Godin is able to Keep It Simple (Stupid!) is very refreshing and helps remind me that just because I can make my site fancy and cutting edge, maybe I shouldn’t.
With all the talk of shopping cart abandonement and increasing conversions with less “forced registrations” etc. I was reminded of the need to simplify and/or simply KISS (Keep It Simple Stupid). The checkout process for any retail site needs to be easy to do and not require a ton of extra data. Of course you want to be able to email them your newsletter, keep them updated with new products or even just try to sell them more stuff BUT don’t get that confused with the bottom line, selling your product.
The same is true for service businesses. Put that phone number of yours all over the site and make sure the contact us page isn’t just an email address but an actual contact form so customers can simply fill out the form and know that you will call them. By remembering to Keep It Simple your customers will enjoy the ease of using your site and it’s much nicer to get an email from a customer suggesting ways to fancy up your site then to not sell any products because half of your visitors are confused by the cool factor.
So back to Seth Godin’s book. For your own reference - Page 23. The suggestion is to keep it simple for your users, not the database guy:). This means that instead of pull down menus maybe offer a blank box so your customers don’t have to switch between keyboard typing and mouse scrolling when chosing their state, country etc. When 99% of your customers are in the US why do they get Afghanistan for the first country choice?
One simple little change with a little more work by your developer and your check out process is that much more dummy proofed. Like I said, this isn’t industry transforming stuff but just a friendly reminder that sometimes the best thing you can do for your website visitors is KISS.
August 16, 2007
There is no doubt that local business owners are some of the best in their specific industries. With so many small business owners still missing out on the power of the web, it is becoming more and more important for them to get at least a simple web site that can get people in their area to find them (and buy from them). With that in mind, a simple local business directory addition to Google or Yahoo will help a ton. Even more vital is a SEO friendly website.
Blogs, Feeds, Content, Links, Sitemap etc. etc. aren’t common terms for many small business owners spending most of their time running their business however it’s time for every business owner to realize that ignoring the internet is bad for business. Three basic things for any business owner looking to the world wide web:
1. Get a website (geez!) - Seriously. If you are a small business owner and don’t have a website please fix that, now! Even a simple site from Godaddy.com or Yahoo will at least work for now. If you are ready for the real thing then find a web development company to work with (www.StudioFizz.com, www.siterightnow.com, www.networksolutions.com) It really doesn’t matter too much who you use but make sure you have a site and you’ll be ok.
2. Market your website - It’s funny to talk to a small business owner about marketing. Typically they know that radio works or doesn’t because they tried it. Yellow Pages works or doesn’t because they’ve tried it too. Internet marketing is too complicated or they don’t have the time or money to invest in it right now….and no, they haven’t tried it yet. That bothers me. At least give it the same effort you gave your first storefront marketing campaign. How much do you spend on other marketing? Give internet marketing at least the same effort and dedication! Also, use all of your business cards, flyers, radio ads, yellow page ads and magnets to tell customers you have a website. It’s as simple as adding a www. and a .com.
3. Give it an honest effort - The secret is out. Internet marketing is here to stay. Customers like the internet and you like customers so that sounds like a match to me. The best thing you can do for your customers is make sure they can find you everywhere. (Chiropractors, Dentists, Acupuncture people, sandwich shops and every business in between). Attend some of the online marketing shows www.SearchEngineStrategies.com, www.smxlocal.com, www.ad-tech.com, www.pubcon.com to name a few. These shows will open your eyes to your businesses online marketing potential and introduce you to people who can make a big difference.
August 13, 2007
