Just to emphasize important points: We will talk about landing pages – odnostranichnikov and landing pages corporate websites. With Internet shops, online services, portals, etc. A slightly different story. Secondly, it is Analytics for paid traffic — contextual advertising & targeted growth in social networks.
You have started an advertising campaign and you want to understand how the website motivates, or Vice versa kills the desire to call /. So there you go. 5 things you should pay special attention at the analysis site.
Lets start with the technical side. World giant Internet sales, Amazon at the time found that the increase of download speed by 0.1 seconds improves revenue by 1%. There are numerous studies on this subject, anyone interested professionals from Airi.Russia collected more than 30 case studies how website speed affects conversion. Im not going to slap you with the special terminology. Just imagine yourself in the place of the user.
Here you have moved to the page — podgruzilo top menu — header — about, a miracle, a background image, an online consultant in the area modestly showed up. And all this for some 8-10 seconds. In the 2000s, this rate would be ecstasy. Now we are accustomed to immediate download of 1 – 1.5 seconds.
Therefore, the reaction of a considerable part of visitors stop — “Yes, well, it nafig!” Closed, moved on to the next ad. It is now fashionable on the first screen instead of a picture to put background video. Now, how many have I seen in the Internet pages with the video-saver — all brake. Sometimes creepy.
So, if you are going to use this feature, think 100 times. How to measure the speed. Help — multiple services. First, this data is in the records of Yandex.Metrics and Google Analytics. In the Metric — “Reports – monitoring – page load time”.
In Google Analytics “Reports – conduct – page loading time”. Indicate the specific causes braking and give recommendations for their correction: Google PageSpeed Insights for computers and mobile devices. Sitespeed.ru — on the connection speed, settings, hosting and site content.
Of course, tools much more. These are the ones that we ourselves often use. All just. Entered address of the page in a few seconds got the report. The proportion of mobile visitors are different in each case.
One thing is for sure. Mobile finally and irrevocably took place in the conversion funnel. This is often the first touch point with your product / service and how successful will that experience depends on the users acceptance of decision “For” or “Against”. How to understand.
First, to “break” the site or through the service Google Check optimize for mobile. He gives his verdict about the “mobile-friendly” page. If everything is OK, then here it is: To be sure — see how the website looks on different devices and screen sizes.
For example, using Screenfly. Here such nonsense should not be: Finally, analyze the bounce rate and conversion in Yandex.Metric or Google Analytics. For smartphones and tablets, taking into account sources of.
If the bounce rate over 50% with at least 20 targeted visitors a reason to sound the alarm. So, something on a mobile device your site is wrong. In the Metric — “Report – technology – devices”:
Smartphones and tablets you can open and see the statistics in the context of manufacturers and specific models of devices (Apple, Samsung, for example). Often the conversion on them youll be several times. Means on some screen the website is displayed crookedly. In Google Analytics look for the report under “Audience”, “Mobile user”:
What if adaptation of the site everything is bad and the conversion from phones tablets zero?. Directives cannot be completely disabled displays on any type of device. You can adjust the bet. Reduce to 50% to the price of a click. At least some output.
In Google AdWords, everything is easier. Here, you can use bid adjustments to create separate campaigns for different device types. To cancel your ads at a specific type of device, decrease the rate value to 100% for this source. When you go to the Metric / Analytics, do not hurry to rejoice figures for traffic. Transitions still nothing.
See the disclaimers and conversion, and divide in half. Overseas experts from Imperva Incapsula say that, on average, only 48% of transitions of the activity of real users. The rest is bots. The younger the site, the more often you look “parasites”:
Infographics eLama.ru. What is fake traffic and how dangerous it is. Google Analytics captures fake traffic as one or more fake requests sent to the site. The spammer can forge events, virtual pageviews, the hostname, URL, keywords, transaction, and other data. For example:
One of the reasons for the invasion bots — click fraud (to increase advertising revenue or to drain the advertising budget of competitors). Not all spam bots are created to send fake traffic to Google Analytics. But somehow they twist the data any Analytics, you can just “eat” the bandwidth of the site and adversely affect its performance. In the worst case scenario they will be able to hack the site or to install malware.
How to identify and block fake traffic — I recommend a step by step guide colleagues from eLama. Pay special attention to the advertising platform in Yan and MMR. A lot of clicks, conversions no — disable suspicious sites without meditation. It is inappropriate transitions that eat up your budget. No super-duper offer on the landing page it does not save.
Design — a thing very subjective. In contract audits usually have a point — “Overall impression of site”. How it is determined is a mystery. A quote from one audit.
“Neutral design, very clean”. As you like and understand). Everything is very individual. There can be no recipe for “the Perfect website”. And a pretty picture here at all and.
Once we wrote the article “Why terrible web design gives more conversions” where they showed how three well-known resource, does not alter the design with the 90-ies, perfectly cope with their tasks. Users do not care about the packaging. They want as quickly as possible to find the information you need to know about the product / to choose and order the product etc. If the interface solves this problem with, all good.
When the user is in for 3 to 5 seconds for the first screen to understand what the essence of the proposal who you are and how to contact you (call, write, request) — consider half the work done. In fact, this is the most usability tests. There are special services (such AskUsers), one uses the so-called “mom test”. In the measure they work.
They have two serious limitations: – Its not your TSA;. Even if the test services will select the target audience, the behavior of the performers will not be 100% match with the real, as if they actually chose the product in Yandex / Google. Moreover, it is not necessary to ask the opinion of friends:
Friends — even those advisers). In my opinion, is enough to make a website without “jambs” — graphic elements and text are symmetrical, do not overlap each other. On different devices, different screen sizes. After a few important things:
– High quality pictures;. – No grammatical errors;. – Conversion elements (application form, CTA button) is highlighted in a contrasting color. The fewer fields in the application form, the higher the conversion. – Clear navigation on corporate sites and sites directories.
However, it is “Captain Obvious”). Tracking paths of visitors to the site to help Webvizor, map clicks and the map scrolling Yandex.Metrics. What they pay attention where they click, what passed – all is there. Oh, and be careful with the interactive.
I, for example, to select a ticket to a sanatorium, and then.. after 10 seconds the feeling that this is not the website of tourist company, and a flock of Gypsy enough hands. Forms with gifts, callback in the corner winks and “head of Department” Marusya furiously scribbling. Long live common sense.
And I turn to the most interesting part – the relationship of content and traffic. Nearly a year since we parse sites, subscribers to our Facebook and Twitter pages. Requests often arrive in the spirit “Hello. Made a website, traffic has not yet launched.
Interested in your opinion from the point of view of usability and suggestions for improvements”. In itself, the desire to hear a second opinion — is commendable. Blind confidence in their steepness — is much worse. The evaluation of usability are nothing without the knowledge that people come to a website what needs.
To paint the groups target audience is not enough. It is necessary to see what specific keywords to Direct / AdWords or any ad — targeting conditions in the VC & Fb how do you get visitors. The only way to understand whether your value proposition to the needs of the audience.
Compressed value proposition on the website = title, subtitle with the main benefit bullet (a list of additional benefits) + CTA (call to action). Ideally fits on first screen. In expanded form this is all the content of the landing page, including visuals that enhance the text message. To create it, based on the product — firing from a gun on sparrows.
“We have here a cool piece at an affordable price”, and then came the description of what we are badass — “10 benefits of our company” — so often made the structure of the landing page. What seems important to you may not matter to your customers. So go and look at the Metric / reporting directives — lets take them for example (recall that we analyze paid traffic — Yandex.Direct in this case). How to determine the needs of your audience search queries.
In Direct go to report on search queries, selected clicks and you can see all the statistics on keywords. Then you can sort them by number of clicks. I recommend to take 50 – 100 of the most “tragicomedy” phrases.
A similar process in Yandex.Metric: 1) Go to “Reports — Standard reports — Sources — Direct – summary”. 2) Custom grouping “Condition of ad is Search phrase”. 3) Put the filter — for example, more than 10 visits during the reporting period, in descending order.
Condition of the show is the keywords of the advertising campaign, and search phrase is a specific user request, which they left on the ad. At the same time, pay attention to bounce rate. If it is over 50%, as in our case at the request of “an agreement on the division of marital property example” — a sign that the content of the landing page does not match user demand.
This is purely a request for information and of course selling the text “flying by cash”. A signal that “sample” you need to add in negative keywords. You can also upload all the campaigns from the report direct in Excel and there to sort how you want — at the transitions, bounce, depth, time on the site.
Some of the errors bundles traffic – content. All examples are from the expert community Yagla. 1) the Audience is not looking for the product that you sell. Example hostel in Astana, capital of Kazakhstan. Drive traffic for the query “Apartment in Astana”, “Astana Hostel”, “Cheap hotels”, “Apartments for cheap”, “Hostel in Astana”.
The first screen of the landing page: Rent lease strife, isnt it. There are luxury hotels, there are cheap hotels there are dorms, there are apartments, finally – hostels.
A bunch of options, but specifically advertised the hostel is not suitable for any tourist or business trip. When people “prozhivaet”, of course he leaves. The “fat” queries “Apartments” and “Apartments for cheap” — by cash. Need another. The one who is looking for an apartment – you will not go to hostel.
Similarly, queries for hotels. 2) the Product does not match the level of the audience. The situation is similar. The first example — page “business architect” by Roman Dusenko.
The target audience declared as top management or the management of companies. Most transitions with keywords “Increase the profit of business”, “Reduce cost of doing business”, “Automate the business”. Seeking these challenges in Yandex / Google and looking is. The upper segment of small and medium-sized business with revenue 20 – 50 million rubles a year.
The person who advised VTB24 and bought a Bank — “not that flight a bird” to the audience with keywords such as “Increase in sales”. They would be something more modest. By the way, I doubt that such services should sell with the help of contextual advertising. The second example is a furniture company.
Makes furniture premium solid wood. Semantics as all. “Buy a Desk”, “Table kitchen buy”, “Coffee table in [city]”, etc. Who comes up with such phrases. Middle-class people.
And here they see coffee table in 45 000 rubles. A natural reaction. “Yes, they are crazy!” To find out what is good solid wood furniture, no one will. This audience is looking desks made of particleboard in 3 – 5 thousand.
3) No clear positioning for B2C and B2B. Again comrades from Kazakhstan. Queries – “Construction in Almaty”, “Construction”, “solid”, “Concrete work”. All in a heap. B2B is still okay, and the private owner is likely to merge.
The reason is the same. “Its not for me”. Once contractors are building shopping centres, how many they tear off for my house?. 4) Many types of services and audiences in a single page.
Often it is something from the category of “everything and nothing”. Guess with three times what they sell these people: 4 (!) the screen is painted:
Here you are, and is on the pavement, and copywriting, and guerrilla marketing (I wonder how they are partisans). To order them I would not have become, despite the fact that use half of the services from the list. He-who-can be combined in one value proposition many needs. When you will analyze the content for search queries, organize them into meaningful groups according to need.
We use the following classification: – In essence the product (“Light panel” “led panel”, “Led light panel”);. – On the properties of the product (size, color, option);. – Use (outdoors or indoor, for example);.
– Geography;. – Under the terms of the purchase (on credit, in installments, delivery, without installation, etc.). Separately — pricing and transactional queries: – “Light panel price”, “Light panels how many there are,” etc. – “Buy light panel”, “Book light panel” + manufacture, production, panels, etc.
Take a specific groups need and see how your value proposition matches with her. Parallel to the analyzed Metric. Zero conversion and high bounce rate (above 50%) — clearly indicate that you are getting untargeted traffic.
I hope the method of autoaudit will help. If there is no time to dig yourself, welcome to the expert community Yagla Vkontakte. Applications for public analysis sites from the perspective of hypersegmentation adopted here. And in this video you 40 minutes will see how the multiples increase the impact of paid traffic via hypersegmentation.
The author — Alexander Alimov, founder Yagla.ru expert in hypersegmentation traffic.