In Digital Marketing Strategy

Google Universal Analytics – What it really means to you and your business

Google Universal Analytics is the next generation of Google Analytics and since last month has been moved to public beta. I originally guestimated that it would be only available for Google Analytics Premium  users but Google has once again surprised me. They are still very much staying true to the Freemium model of business.

To know the customer is a key to any business. Tapping into this knowledge and information about customers and the journey they take on your online web presence is one of the most important metrics when it comes to measuring engagement and good old ROI.

Google Universal Analytics Its more about the behaviour than the sources

Universal Analytics moves away from tracking the source of a visit, and tracks the behaviour of visitors. It models user data together across platforms and devices, and can track activity on any web-enabled device. That includes websites, mobile apps and point-of-sale systems, which means that Universal Analytics can track offline conversions too. Connecting your CRM was the missing link between online and offline tracking specially with the old Google Analytics.

In addition to the standard Google Analytics features, Universal Analytics gives you:

  • New data collection methods: Universal Analytics introduces the analytics.js code snippet as the primary collection method for websites. This JavaScript is more flexible than previous the Google Analytics ga.js JavaScript, giving you more customization options of your data.
  • Simplified feature configuration: Universal Analytics exposes options in the Analytics admin interface that were previously only accessible through the development environment. With Universal Analytics, it’s easier to customize configuration settings, like your campaign timeout handling and search term exclusions.
  • Custom dimensions & custom metrics: Custom dimensions and custom metrics are like default dimensions and metrics, except you create them yourself. Use them to collect data that Google Analytics doesn’t automatically track.
  • Multi-platform tracking: With the Measurement Protocol, and additional collection methods introduced by Universal Analytics, you can collect and send incoming data from any digital device to your Analytics account, so you can track more than just websites.

Google Universal Analytics gets serious about APP Analytics data

A game changer (pardon the pun) for the app world is that now Google Universal Analytics better caters for the needs of developers. Being able to track installations, geographic information, custom tracking of plays and in app purchases has removed the need of other platforms.

This is something that has remained untouched for many years in the app world until now with the release of Google Universal Analytics.

Offline Conversion from your CRM to Google Universal Analytics

Cookies are gone for tracking; they are unreliable sometimes over cooked and generally a pain in the A** especially in Europe with the new laws in place that has to warn all visitors that cookies may be used on sites.

So to replace cookies Google is now using actual ids per visitor. These are called User IDs and can be tracked for a very long time.

Just imagine handing out loyalty cards or any other form of discount card to your customers in store then these can be tracked at great detail if and when they get used online by your CRM and Ecommerce site all through Google Universal Analytics.

I want Google Universal Analytics NOW!

If you’ll want to implement the new Google Universal Analytics, you’ll need to login to your analytics account and create a new web property. You’ll want to select Universal Analytics beta to be given the new analytics JavaScript.

For all our app developers out there you will be given a SDK you can work with quiet easily to integrate.

Better understanding on user behaviour will always provide a business with greater yield. You can make better decisions with the correct data and Google Universal Analytics is the way forward.

Yes it’s still in beta and not everything is supported but like most good things Google released expected quick and accurate development.

You can download an advanced cheat sheet for Google Universal Analytics from SwellPath by clicking here.

For all the wordpress users a plugin for Google Universal Analytics can be found by clicking here.

Your say…

How do you think Google Universal Analytics will change the way you look at your analytics either being a small business to a large corporate?

miranda kerr not able to use David Jones Website
In Conversion Rate Optimisation | Digital Marketing Strategy | How To

David Jones Online: Fixing Australia’s Big Online Retailers – One Retailer at a Time

You may have heard… Ecommerce sites for big retailers in Australia generally suck. When I say suck I mean big time. It’s like they throw a site together using corporate branding and say FU online customers you know who we are you better buy or your missing out.

We know better. We know Australians are more savvy and sometimes more security conscious for online purchases than the rest of the world. I mean many of us have shopped Amazon once or twice. Even our credit card has been riddled with ASOS charges every now and then.

So why are the Australian retailers treating us like chumps? Didn’t they learn anything from ‘Click Frenzy’ can’t they see that people want to buy and sometimes can’t when something has been so ramped up with so much marking and PR hype?

This article will make the agencies or in house teams responsible for miserable ecommerce experiences shiver. I’ll expect hate email but that’s just me.

So what are the big Australian retailers doing wrong and why are they not winning our trust as buying connoisseurs. From a marketing and conversions rate optimisation points of view (and of course mine).

David Jones –  (DJ’s)

Once had Miranda Kerr as an ambassador and was one of the pinnacle mega stores in the Australian market.

Miranda may have tried to buy online at but decided not to for possible reasons I have listed below.

1. Use the top header bar like a boss!

Look at any site… the header is the header is the header. The most important and expensive virtual real estate on a website and ecommerce site.

This example shows David Jones and the branding police not using the space correctly.

David Jones Header Missing Some Key Information

2. Did someone forget the Add to cart button?

Now in this example has variables that need to be selected like size, colours etc. But why are we not giving the visitor a chance to buy direct of the product page without needed to pick the variables first.

Through heat map tracking and videos  I have personally found 15% of products are ‘ADD TO CART’ from the product page.

David Jones Store Missing Add to Cart

3.  Where did my shopping cart go?

Above the fold or it won’t get sold… is one of my favorite sayings… I have a whole chapter on it in my e-book 14 Ecommerce Hacks to Double Profits.

Below is what David Jones are using as a Shopping Cart page that is suppose to move people from Shopping Cart/Bag page to the final checkout process.

The only problem is… The CHECKOUT SECURELY button, is about two pages down. That’s right, two pages. This is a massive NO NO. You are wasting visitor’s time looking for how to pay you, this will lead to massive drop offs in conversions.

The red border is the first page (Above the fold).

David Jones Online Store shopping cart madness

To conclude I just want to say I don’t have anything against David Jones or the marketing team or the agencies involved in its creation and innovation. Actually, quite the opposite.

I want online retail to succeed in Australia. I don’t always liked to be dragged through large department stores by my fiancé when I know I can easily be doing this online.

David Jones call me… maybe? Hehe

What do you think about online retail in Australia? Do you agree or disagree with my short audit above? Leave a comment below

In Conversion Rate Optimisation | Digital Marketing Strategy | How To

Thank You, Touch Me Again

There is no denying it, people love to be touched. I know it sounds creepy and I also know your probably thinking what the *** does this have to do with conversions.

Let me set the scene:

You have a super cool landing page and you know it converts. So the prospect that is filling out details and getting ready for your gift, bonus or product is already in the mood.

Then they get to a thank you page. Thank you page is pretty much boring. Contains your typical THANK YOU (Boring) text at the top and a link to download content or a receipt.

You may even have stepped away from this and have actually thought about asking people to LIKE your company or connect with you on linkedin. This is a start.

Below is one example of a thank you page being done right:


Phillip Parisis - Thank you touch me again

In the hubspot example above. They do a few things really well.

1)   The download is clear and its easy for you to download.

2)   Clear call to action to SHARE on social media or email. People need direction you direct them to share if not chances are they wont.

3)   Get them talking to your sales team – The offer for FREE demo is clear on the right hand side and the lead is super hot, take advantage of it.

4)   The Icons at the bottom keep them exploring the site and more interesting facts. Time on site builds rapport with clients.

On my last point I mention rapport. Building trust. Reciprocity is one of those social triggers that help visits become life long clients.

So the headline; Thank you, Touch me again is related to this post how? Well when your connecting with people (Yes believe it or not your website visitors are usual PEOPLE) you create certain touch points.

Touch points are usually sources of traffic. For example email, social media, face to face, TV, radio. All these facets are touching people physiologically. Pushing messages across to make them take certain actions.

Your thank you page should be considered a red hot touch point because the person is already engaged in what you have to say. All you need to do is touch them with the right information to point them in the next logical step of your marketing or sales funnel.

In Conversion Rate Optimisation | Digital Marketing Strategy | How To

Use Web testing to generate profits and build confidence

Internet marketers and online advertisers need to understand the importance of web testing before taking a plunge into web optimization and setting up advertising campaigns.

Keep it simple

Starting with a campaign that you can control or setting up a simple PPC landing page is a good way to approach the process of web testing. Splitting the test between the control and the test page is highly recommended if you are worried about the results. An 80-20 or 90-10 ratio is considered to be low risk and though these may take more time to accumulate ample data, setting up these pages is the best way to reduce risk while building confidence.

Launching the web testing process

Once you name your test, choose the page that you want to test and decide what it is that you would like the users to do when they reach that page. Testing tools generate codes that tag pages and sections or elements and you can get IT help for this part of the process. Once you enter test variations into your testing tool, you can launch the web testing experiment.

Data analysis

Once the page starts collecting data, you can start analyzing it after a suitable length of time. Check important elements that contribute to the data such as headline for statistically significant differences in variation results. Good and well written headlines are the only way that users decide whether the page has the information that they are looking for or not and it encourages them to engage more seriously with it. Testing page elements is also highly recommended as it can significantly impact conversion rates. Though each element has a different impact on the conversion rate, higher priority should be given to the more important elements. Go section by section and avoid testing too many variables in too many sections at the same time.

Multiple testing options

A/B Test-This is a good test to start with as you test two variations of a variable or just two pages against each other. Large scale changes such as page layouts and designs can be tested to see huge differences faster.

Multipath Multivariate Test-Use this test to see which test combinations of elements across various groups of pages work best. You can also specify more than one conversion goal in a ‘Do Anything Test.’

Linger tests use time as a conversion metric on a page while Click testing targets a specific click or event. The Split-Path Test is ideal for checkouts and other linear conversion funnels and paths as visitor navigation usually follows a non-linear fashion.

Most marketers have no clue about how to test their website, who needs to be consulted for the process, and how web testing contributes to meeting the needs of their customers or how it will affect their website. The goal of any website is to meet the specific needs and requirements of their customers through an online environment that it provides.

In Conversion Rate Optimisation | Digital Marketing Strategy | How To

Tips to get more valuable leads into your sales pipeline

Every B2B lead generation campaign is primarily geared towards getting valuable leads into the sales pipeline. Prospects are those who are interested in the product or service that you offer and the sales process involves convincing people who have little or no time to speak with them and convert them into prospects. With most businesses looking at sales calls as unwelcomed interruptions in their already hectic schedules, getting these leads is quite challenging for any sales team.

    1. To be successful, lead generation campaigns must have great offers that help people overcome inertia, moves a prospect to action and along the buying cycle, and most importantly, it imitates the persuasive power of a salesperson.
      • Hard offers could be a free seminar or a free consultation and these require more effort on the respondent’s part and they tend to emphasize the business value. Though these receive fewer responses when compared to soft offer, the leads are more qualified.
      • Soft offers include sweepstakes, free premiums like T-shirts or USB flash drives, and educational pieces like white papers. These offers that require lower commitments combine broad appeal and high perceived value with a low risk of having to talk to a certified sales professional.

There are hard and soft offers that attract profitable customers.

  1. Sales training is all about asking the right questions; these are the ones that lead to sales success and not dead ends. A part of attracting qualified leads is to stop wasting time chasing the wrong leads. To avoid this, the sales team needs to listen to what the contact is saying about their specific needs and requirements. Even if your product or service is awesome and has some amazing features, potential customers who think that the sales representative is not taking the time to listen will just find another person who will. Consultative selling goes a long way in getting more valuable leads into your sales pipeline because buyer needs are always indentified before suggesting products that satisfy those needs.
  2. Creating a leads qualification system is essential for online products and services. It could be as simple as placing ads on Google to target potential customers to creating free ebook or report that can be downloaded only after people answer a few questions. Including links to blog posts that offer more information about the product or service is another great way to generate targeted leads. There are different sales funnel and analytics software that offer valuable information and metrics that enable you to close deals for as many qualified leads as possible.
  3. A sales trainer must conduct training for new and existing sales staff, document it, and also take feedback not only as a part of their professional development but also to share their formula for sales success. This consistent strategy ensures that every certified sales professional is qualifying leads in the same way and having a system in place help a company duplicate their success having shared it with all the members of their sales team.
In Conversion Rate Optimisation | Digital Marketing Strategy | How To

Facebook Exchange – Real Time Bidding Comes Alive On Facebook

Facebook Exchange; a real-time bidding ad system where visitors to third-party websites will be shown real-time bid ads related to their web browsing based on their cookie data is currently being tested by Facebook and is to be launched shortly. With a view to improving the specificity of ads and making direct advertising more relevant, these ads will be displayed based on visits to the most recent websites when users return to Facebook. Expected to be a huge revenue generator as big premiums will be paid by advertisers for highly-accurate targeting, Facebook Exchange is currently in the testing phase with eight advertising demand-side platforms (TellApart, Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk, and AdRol).

So what does this mean in non AD LAND digital marketing language you ask? It means advertisers can use real time bidding to build audience pools outside of facebook then advertise them creative related to the external factors inside facebook. Got it?

Though users will have the option to opt out of Facebook Exchange via third-party demand-side platforms, opting out of the program completely from within the social network is not possible right now. The feature will be rolled out in the next few weeks for traditional Facebook sidebar ads charged at cost-per-thousand-impressions. However, this will neither be extended to mobile nor Sponsored Stories. Facebook Exchange or FBX as referred to internally may also fuel time-sensitive advertising as these ads are delivered to users in real-time during their browsing activity. With this new feature, users may see ads directing them to a live sporting event or a TV show. Though viewed as a hub for institutional or brand advertising, direct marketers have not benefitted from Facebook. This is because when compared to Google where the purchase intent is a lot stronger, users do not focus on making any purchases when they are on Facebook.

The social media juggernaut confirmed that users will not be offered an easy one click option to deny Facebook the ability to target them based on cookies from all DSPs. This is because Facebook has no control over whether DSPs would drop cookies or not, although Facebook alone can decide whether they would like to use these cookies. This is a slightly more aggressive advertising mechanism that they have in place and the goal is to make Facebook Exchange ads the same as any other retargeted ads around the web. The privacy protection in place is also pretty strong as Facebook will not allowing retargeting to be combined with their own ad targeting data.

Estimates suggest that Facebook’s share will grow to 16.8% of the predicted $15.39 billion market in 2012 if Facebook Exchange gains traction. The company already leads the overall display advertising market in the US. The social network’s share of market revenue grew from 11.5% in 2010 to 14% in 2011 which totaled $12.4 billion. This dramatic move from ad targeting based solely on user-entered personal information and interests to both browsing behavior and activity within apps means that users will not see more ads that are not just annoying distractions but are for products that they would actually like to buy and services that are on the lookout for. The combination of demand generation and fulfillment using Facebook Standard Ads and FBX ads will definitely have a positive contribution to the long-term health of the company.

We are on the tester list.. waiting to give it a try 🙂

In Digital Marketing Strategy

Measure Your Brand’s Online Visibility with Vrank

Vrank is a free online social media analytics tool that summarizes all the metrics associated with online visibility like mentions of social media, social media activity, media coverage, search engine results, SEO (Search Engine Optimization) performance, etc. into one single and simple as well as dynamic score that clearly reflects a brands visibility online. Launched by PressKing, a PR management web service that primarily focuses on the importance of ROI estimation and measurement for PR campaigns and other activities associated with social media, Vrank is an all-new indicator of the online visibility of a brand.

The Vrank score lies in the range of 0 to 1000 and is applicable to brands of all sizes and types across the board. This score is dynamic because the results evolve over a period of time and the scores are refreshed on a periodic basic. All you need to do is enter the URL of your website or blog or your Twitter and Facebook accounts at to view your online visibility statistics and Vrank score. This kind of real-time data ensures that online entrepreneurs, marketers, social media managers, and advertisers always get an accurate picture of where their brand stands, in terms of online visibility at any given point in time. This unique and simple tool searches Google, Alexa as well as the primary social media and social networking sites like Facebook and Twitter to come up with a complete and detailed report on online visibility. The report also contains the total number of Twitter followers, Facebook fans, blog mentions and audience that is directly determined based on the number of subscribers to the blog’s RSS feeds. It includes detailed indicators and a range of metrics along with related advice and recommendations on score improvement. Though the advice is pretty basic, it is a good point to start improving brand visibility.

Additional details and information like the number of indexed pages a specific website has and the number of Google and Google News results returned with the brand name included in them, the number of times a specific domain was indexed by Google, the website’s Alexa rank and Google’s PageRank as well as online backlinks to the web site are also mentioned. The metrics and figures displayed are accurate and can be employed to create a comprehensive and detailed client and campaign management dashboard. Vrank is a great way to measure online visibility and is an effective motivating factor to enhance it too.

In Conversion Rate Optimisation | Digital Marketing Strategy | How To

The Culture of Working Long Hours Has To Change

Web professionals are well-known for their long working hours and in fact, this has become a culture nowadays. Most web professionals take great pride in their long working hours and talk about it as if it were a badge of honor. They either proudly claim to belong to the category of overworked people or they just love their work so much that they can never get enough of it and continue to work round-the-clock. These arguments and explanations are not plausible, the reason being that they just do not add up and make no sense whatsoever.

The most common reason that we hear from people is their claim of having too much work to do. The bottom line is that there will always be work as long as we have time for it. Working hard is not the best thing to do now; it is all about working smart. For example, a person who writes blogs, record podcasts, speaks at conferences, conducts online seminars, and heads the R&D department of a company sounds like someone who works 24 X 7. The truth is that the person strictly sticks with a regular 8-hour work day by keeping it exactly that way,

Being organized, getting enough rest, and staying motivated help you get a lot more work done in the shortest possible span of time when compared with burning the midnight oil. While there is a temporary thrill or high that you may experience with those occasional all nighters, a careful and closer review clearly proves that these were not your most productive days at work.

Confucius line of immortal wisdom ‘Choose a job you love and you will never have to work a day in your life’ definitely holds true today. The fact is that this quote is a wee bit short sighted. For example, web entrepreneurs who have their rags to riches stories to talk about describe the ridiculous number of hours that they put in at work because they simply loved what they did. But, things are slightly different today and staying away from the web maybe more important that spending time on it. Being obsessed about anything spells danger. Spending quality time with friends and family and having a life has made people better web designers and incredible web developers. Work is not the only realm that you need to be conscious about and give your 100% to. People around you can also be incredible sources of inspiration and give you a valuable perspective that you tend to miss out on if you spend your entire time and life working, especially when you are freelancing.

Socializing with people who do not belong to the same industry, having a hobby, etc. are not important only for looking at the concept of work in a different light but also for sound mental and emotional health.

In Conversion Rate Optimisation | Digital Marketing Strategy | How To

The Potential Impact of HTML5 on Search Engine Optimization

There has been a lot of discussion about the next major revision of the HTML standard that is still in the pipeline. HTML is also an integral part of all SEO efforts and with the widespread adoption of HTML5; search engines will be able to use a number of new elements to find those page elements that interest them.

Page Segmentation

HTML5 adds new elements to a webpage that results in better expression of the content. Various page elements and different parts of the page like header, footer, and the main content area will be easily distinguishable from each other. This is expected to improve web page segmentation. The elements that are used to organize and segment a page neither add any semantic value nor do they give the page any context. New , , and elements will add more meaning to the webpage, which will allow easy crawling and enhance the efficiency of the indexing processes. Web crawlers are expected to either skip sections like the footer> or or utilize them for varied indexing purposes like finding the name and logo of the website and identifying copyright information.

Search Engine Indexing

The new HTML5 elements will have a direct impact on SEO and make the indexing process advanced and more meaningful.
The element will enable people to indicate webpage content, so search engines can assign more weight to the content within this element.

The element gives sections an information hierarchy that can be analyzed by web crawlers to understand page segmentation and structure. Each section will now have its own HTML heading.
The element indicates the location of the site name and logo of a web page that helps crawlers determine where the primary navigation menus are located.
The element contains copyright information, the terms of use, privacy policies and social media profiles.
The element acts like a sitemap that tells search engine indexing algorithms about the information architecture of your website.

Link Types

HTML5 link types are expected to boost link meaning thorugh new attribute values like rel=”author” and rel=”license that provide better link description. For blog posts that are broken down into many web pages, the rel=”prev” and rel=”next” attributes can be used to link all the pages seamlessly. elements link types that will influence SEO include alternate, author, bookmark, external, help, icon, license, next, nofollow, norefferer, pingback, prefetch, prev, search, sidebar, stylesheet, tag, etc.

Multimedia Elements

New multimedia elements such as and are expected to have increased interoperability with search engines akin to the indexed images displayed through Google Images.Work on HTML5 is still in progress and it is important to understand the potential implications that this new release of the markup language (that enables us to structure content and gives search engines the required context to understand all the information on a webpage) may have on search engine algorithms.
In Conversion Rate Optimisation | Digital Marketing Strategy | How To

How to Survive Internet Marketing-II

Always think big. Most of us overestimate our short-term potential and underestimate our long-term capability.

Pitch you website to a friend and convince them in three selling points about why people must buy from you. Go back to your website and check if these hold true. What you are trying to accomplish may be quite different from what appear on your web pages.

Collaborate and partner with noncompeting sites that belong to your vertical. They have access to the market that you are trying to target and you can easily reach your customers, either upstream or downstream.

Technology should free you, not restrict you. Eliminate bottlenecks, automate processes, and delegate the work. Your business should be able to function without you.

Strive for elegant simplicity rather than perfection. You don’t have to be a subject matter expert or an authority on all that you know. Most of us tend to undervalue our skills and knowledge. You need to target people who know less than what you know.

Learn from people, place, and events and keep thinking about your business. Be ready to pitch your business to anyone within 30 seconds through practice and refinement.

Don’t look at every opportunity as a chance of a lifetime. Something or the other will always come up, at least on a monthly basis. Learn to say ‘no’ if the opportunity does not suit your business strategy or personality.

Add value to your thank you page by having an upsell there. This is often wasted online real estate and people miss out on an opportunity to get some real revenue.

Put yourself first whether it is writing a sales copy or contacting a partner. Understand how you and your business will benefit in terms of money, skills, and exposure.

Use the word ‘you’ a lot to address the person who is reading your email or newsletters. Do not use readers, subscribers, and other generic plurals. Always remember that you are addressing just one person in each communication that you send out.

Be aware of each and every business expense, so you can always cut costs and also increase your revenue exponentially.

Always make a note of the projects that you need to work on before you go for a holiday, so you can dive back into work immediately.

Outsource, but don’t micromanage your team. It causes distrust both ways and leads to unnecessary problems. Clearly explain your goals and the results you expect, celebrate success, reward behavior and attitude. Focus on the top performers and don’t waste time on the worst ones.

Opt for a joint venture only if you feel you can’t handle the business on your own. A 50% partnership is not the best bet. Agree to it only of your partner has the skills, the experience, and the prowess that are beyond what you can afford to pay for. Draw up a contract with clearly stated terms and conditions, which can cover even the worst case scenario.

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