There are many well-known techniques to build trust on your website, including using real testimonials, incorporating trust-building 3rd party seals, showing logos of prominent customers, leveraging social proof and more. And you should use as many of those techniques as possible on your site! After all, trust concerns are one of the biggest reasons potential customers do not convert on most websites.
But most of those techniques are fairly expensive, either in terms of time and resources, or in the case of 3rd party seals, money. But are there some obvious trust builders that you are overlooking? How do your basic sales & marketing strategy decisions affect the trust generated on your site, and how can you use them to build more?
Just at the end of July, Google Analytics added a new feature to help improve the overall accuracy of your analytics – “Bot Filtering”. This was announced on July 30, with the promise to have it completely rolled out by July 31. Whether you’ve not heard of this until now, or saw a blog post about it earlier, or just noticed it while perusing your Google Analytics setup, you may be wondering just what it is, and if you should turn it on or not. I hope that this post can clear up some of those questions.
Improve the accuracy of your analytics by enabling the new Bots and Spiders filter.
We perform a lot of Analytics Audits for clients to help them make sure their web metrics are being reported accurately, and that the information coming from them is useful. While we perform audits for most of the major analytics tools out there, Google Analytics is easily the tool most often used by companies that approach us. That makes sense because GA is a very complete solution which is cost effective, and it is so ubiquitous that there is a lot of support out there for it.
However, with a solution that is broad, there are often implementation issues, and we tend to find several on each audit. And there are a group of issues that tend to come up most often.
Sourcing all of your Digital Marketing needs from one firm looks attractive & efficient. But will it get you the optimal results?
A question I find myself answering more often these days is why Web Site Optimizers offers only Conversion Consulting-related services and not Search Engine Optimization (SEO), Web Site Development, Pay Per Click (PPC) Campaign Management, Social Marketing, Content Marketing services, etc.
There are indeed one-stop Digital Marketing firms that offer all of those services and more. One mistake I feel that many small and medium-sized businesses make these days is hiring one firm to handle all of those needs described above.
Why do I feel this way?
The key landing pages on your web site are among the most important parts of your entire business. So why aren’t they converting?
By far, the issues we see most often with new clients’ landing pages fall into the category of “Too Much/Too Many”. It’s good to make a site easy to use and to provide a pleasant user experience, but for pages that are part of the conversion process (and which are not?), it’s important to enable “ready” users to stay focused on the task. Having too much clutter on the page can detract from that. What is there too much of on your landing pages?