Note: this is a jam-packed issue. Scroll down to the last item in the Publisher's Note, Summer Rhythm, to find out why... DW
Do you want higher organic (i.e. unpaid) rankings in search engine results? More traffic to your site?
Higher conversion of visitors to buyers? More e-newsletter subscribers?
Publicity & marketing consultant
Marcia Yudkin recently re-launched her site at www.yudkin.com after a complete (but
low-cost) makeover.
She's written a downloadable report (free to WordBiz readers) that describes step-by-step how she approached the overhaul, exactly what she changed and why, and what the results are.
Two key takeaways:
-
Adding the right keyword phrases to your copy really does boost traffic to your site (by 31% in her case).
Marcia used several techniques to research keywords, including analyzing the home pages of a dozen of her competitors.
- Formulate business goals for the content on your site. Then tie those into your new navigational scheme.
Marcia reversed her thinking about her many articles. Rather than using them to illustrate how prolific she is on a variety of topics, the new site showcases the articles that can contextually promote her special reports and consulting services.
(She reports a 178% increase in sales one month after her site re-launch.)
Download Marcia Yudkin's Web Site Makeover Case Study (fr*ee until May 31, 2004)
http://www.yudkin.com/wordbiz.htm
New & Recommended: Sherpa's Web Analytics Guide (+ bonus book until May 31st)
The Executive Summary and Web Analytics 101 chapters alone are worth the price of this comprehensive new buyer’s guide.
The purpose of the guide is to help you make sense of the wide choice of vendors and products (over 100) profiled by Sherpa editor Terry Lund.
In order to do that, Lund takes you on a cut-to-the-chase tour of what Web Analytics are and why it’s crucial, no matter the size of your organization, to measure, test and improve your site’s results... with specific business goals in mind.
First, the guide clarifies the distinction between metrics and analytics.
“Metrics are the data you get when tracking site activity. Analytics are reports that collect and present the data in a useful format so you can apply them in a practical way to track and improve business performance,” Lund writes.
Then, he lays out 8 factors that should influence your buying decision. (He clearly explains the differences between enterprise software installed on your system vs. an ASP which runs on your vendor’s servers. The latter is usually much less expensive.)
Key to your decision making are Factors #2 and #4.
- Factor #2: Analytics systems can measure almost anything. It’s easy to get seduced by the plethora of stats and colorful pie charts they can generate. Beware, he writes: “Figure out what numbers are critical for you to lay your hands on. Then find out which vendors can provide you with them.”
The guide helpfully offers specific examples of critical Web metrics. If your interest is strengthening your brand marketing, then you need to be able to collect numbers that show visitors are spending more time on your site and viewing more pages each session.
If your goal is to sell more widgets through your site, key metrics are: conversion of visitors into buyers, repeat buyers, and size of average order.
Note: almost any Web analytics package, no matter how inexpensive, can spit out the metrics listed above. The difference for you may be in how usefully this data is sorted and displayed.
- Factor #4: There is rarely one “right” choice for your needs. In addition to cost, evaluate company stability (will they be around in two years) in choosing a vendor.
Like other Sherpa buyer’s guides, this one comes loaded with decision-making tools: a 7-page vendor questionnaire, 5 shopping comparison charts and profiles of 48 vendors and 53 products.
Finally, if you’ve been thinking about upgrading to a fancier Web Analytics system (I know I have), the guide may help you come to the conclusion that what you’ve got is fine for now.
You just need to learn how to get more useful information (analytics) out of your current numbers (metrics).
Check out this comprehensive new resource for understanding & purchasing a Web Analytics package
[Reviewed by Debbie Weil]
Why B2B sites need an Advocacy Kit
Web usability expert Jakob Nielsen offers a great suggestion in a recent issue of his AlertBox.
B2B sites ARE different from consumer sites because they must support a longer, more complex buying process.
He suggests: create an "Advocacy Kit" to help your information-seeking site visitor convince the Big Boss that yours is the solution.
Specifically, give your visitor the tools he or she needs to create a persuasive internal memo or presentation:
- short white papers laid out on a Web page (instead of in PDF format) so they can be cut & pasted into a Word doc
- downloadable tables in Word
- downloadable PowerPoints with a neutral background so they can be imported into the presenter's corporate template
Read Nielsen's Alertbox: "B2B: Help Your Fans Convince Their Bosses"
Download the top 12 questions about Web audio... then listen to the answers!
If you tried to dial into a fre*e AudioGenerator teleseminar a couple of weeks ago and couldn't get onto the call... here's some good news.
You can listen to a recording of the May 11, 2004 teleconference by following
the link below.
Be sure to download the 3-page PDF listing the 12 most commonly asked questions about why and how to add audio to your site or emails. The recorded call answers each one of these!
Listen to recorded AudioGenerator teleseminar + download PDF cheatsheet (fr*e)
Just back from Sherpa's Content Summit in New York... it was fantastic!
This was a 2-day event packed with case studies, specific tips and stats on how to convert members or visitors into subscribers.
Hot off the press... wrap-up article about the Content Summit (free access)
Many of the takeaways apply whether or not yours is a subscription site. Get $20 off if you pre-order the PDF or printed copy of the 450+ page transcript now.
Transcript is a bargain at $139 or $159 (this was a sold-out $995 event). Yes, I'm a Sherpa affiliate and get a commission for each purchase you make through the Sherpa Store. So go for it... !
Get $20 off the complete transcript of the Content Summit if you order now
Summer rhythm...
The recent warm sunny days here in Washington DC are lovely, but we're getting mighty close to steamy summer.
I'm trying to slow down a bit (hope you are too)... so look for your regular issue of this newsletter every other week through August.
(And yes, this issue is purposely packed with information in order to tide you over till May 26th.)
On some "off" weeks you'll get a short promotion about an event or resource I think you'll find useful.
For example, take a look at the box at right announcing my half-day Blogging for Associations seminar on June 30th here in D.C. And see the P.S. below describing my new E-newsletter Coaching Services.
On other Wednesdays you'll hear nothing at all from WordBiz. Fair?
Yours in an emptier Inbox,
