Articles

The articles below focus on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to measure marketing efforts and optimize websites using a data-driven method.

This article demonstrates a simple technique that can be used in Google Analytics to identify opportunities to improve sales, by showing the right product to the right person at the right time. Rod Jacka examines how we can use the keywords from the non-brand search visitor to identify opportunities to improve sales.
Rod Jacka -
In this post I go over the new Google Analytics Content Experiments, a tool that can be used to create A/B tests from inside Google Analytics. This tool has several advantages over the old Google Website Optimizer, especially if you are just starting the website testing journey. Content Experiments provide a quick way to test your main pages (landing pages, homepages, category pages) and it requires very few code implementations.
Daniel Waisberg -
Over the last year or two, I’ve heard quite a bit of discussion spiked with a bit of outrage about two things: copyright policies and privacy policies on websites. While both of these are usually wrapped up in extensive and exhausting legal walls of text known as End-User Licensing Agreements (EULA), Terms of Service (ToS), or by some other wonderfully dry name, it is possible to write them with the user in mind.
Jordan Louis -
Mobile devices are rapidly displacing the desktop as the primary means to access the web and interact with the world at large. There has never been a more crucial time for retailers to invest in their mobile channels, as the mobile experience has now become far more critical than the desktop experience. But how do you measure success?
Bill Loller -
Measuring the impact of social media on your bottom line is one of the most pressing challenges that marketers have when they first dive into their data. Without clear social media goals and KPIs, analysts find themselves spending hours in front of the screen scratching their heads and asking “where do I start?” Here is the answer...
Jackson Lo -
This article is a guide to Custom Variables, the most powerful segmentation feature on Google Analytics. Daniel Waisberg provides a proper definition of this method, where it should be used, how to plan its implementation, and additional advanced tips.
Daniel Waisberg -
This article is for the beginners, anyone who is making the perilous journey into the treacherous realm of online marketing, and all of the developers and designers who are curious about measuring and improving their websites based on good old data. It aims to provide a brief definition of each of the major web analytics metrics, what they mean, why they matter, and which types of websites each are most relevant to.
Jordan Louis -
KPIs definition, data accuracy, segmentation, and all those analytics best practices our readers know by heart apply to Search Engine Optimization (SEO). It is just a question of narrowing traffic types to Organic and some Referral (link building thing), right? Kinda.
Ani Lopez -
Google Analytics has recently launched a new set of reports called Social reports, which can be used to analyze in-site and off-site interactions with a brand on Social Networks. In this post, Daniel Waisberg discusses how Google Analytics can be used to analyze Google+ in-site interactions (e.g. +1 button clicks) and off-site interactions (e.g. comments, posts, shares that happened on Google+).
Daniel Waisberg -
Why are insights so difficult to find in our web analytics charts and reports! Why don't they jump out of the charts unless something's off the charts! In this article, Brian Katz proposes a framework based on a Visits Analysis Framework that will help improving websites' conversion rates.
Brian Katz -