Today we, once again, have an absolute special treat for you. If you have not heard of Lawrence Chan (Tofurious.com), then consider this your introduction and make sure to follow Lawrence’s blog… but only if you want your business to grow. Lawrence is one of the smartest guys we know, and anytime he talks, we listen. Lawrence Chan is a marketing strategist for smart photographers who authors a blog, a pricing e-book, a social media marketing book (Social Media Marketing for Digital Photographers) and, most recently, Found | Be Discovered by those Who Matter.
Enjoy his guest blog post!!
Do you ever wonder the effectiveness of your website efforts? It’s not as if you could ask every visitor to your site what they clicked on, which page was most effective, and etc.
As far as Google Analytics, you can easily monitor what keywords people used and the time users stay on your site. However, that information does not tell you how potent your online strategies were to convert prospects into clients. As mentioned in my social media marketing book, there is a concept called the Funnel Effect.
Imagine all of the links out there – Facebook, Twitter, Pinterest, friends’ websites and so forth – driving traffic to you. These links will eventually funnel into one place, your website. This is normal. Do you book clients on Twitter? Probably not. In most cases, you book clients on your Contact Page.
To calculate the effectiveness of your website, you have to setup conversion goals.
Before you begin, you must determine what the ultimate landing page will be. For most artists (photographers, videographers, event planners, florists …), your goal is for people to get to the Contact Page.
Now, work your way backwards. What pages would lead to your goal page? Normally, these pages include your About Page and/ or Investment Page. Am I correct?
In Google Analytics, you can setup goals and different internal links that funnel to that goal. For example, the above Funnel Visualization illustrates people who clicked on the About Page, then to the Investment Page and ultimately the Contact Page.
To set this up, follow the below seven steps.
1. Select Admin
On the top right corner, select Admin to set goals.
2. Select Profile
Just in case you have multiple profiles, select the desired site you want to analyze.
3. Create Goals
Select the Goals tab. You’re allowed to create up to five sets of five goals, so a total of 25 goals.
4. Select Type of Goal
Google Analytics allows you to select from four different types of goals (URL Destination, Visit Duration, Page / Visit and Event). For calculating goal conversion for a specific page, you would want URL Destination (e.g., Contact Page).
5. Set Goal URL
Set the Goal URL in the first text field. Do not include your root website URL. For example, if your goal was for “tofurious.com/contact,” you would simply put anything after tofurious.com/, which is just “contact”.
6. Set Funnel URLs
In order to utilize the Funnel tool, you have to check the checkbox below. Next, you may add steps in the funnel to your Goal URL mentioned in Step 5. These steps might include your About Page, Investment Page, Portfolio Page, etc.
7. Analyze Reports
Lastly, sit back and relax. Google Analytics will handle all of the monitoring for you, while you can enjoy a delightful picnic.
These steps are important in monitoring traffic. However, if you’re interested in generating more traffic, then you need to learn about SEO (search engine optimization).
SEO is about optimizing your website, so that you can be found on search engines such as Google.
Lawrence has been gracious enough to giveaway his Found, SEO book, to one of our fine readers!!!
This is what you need to do:
Winner will be announced in one week via Twitter – so make sure you actually check your twitter feed!!!
Have a great rest of your week!