If you’re considering using an analytics platform other than, or in addition to, Google Analytics, it can be a bit difficult to determine what the best alternative will be. Search Engine Land compiled a great buyers guide to enterprise web analytics tools, but what if you’re in the market for a free to mid-level tool, or don’t even know yet exactly what type of software you need? Below is a brief overview of 25 analytics software options (and one add-on) that should give you an idea of what each tool costs and what functionality each offers. Before you check out the chart and series of descriptions below, note that it is important to go into any analytics evaluation with a clear idea about what you need the software to do. Some important questions to ask yourself before you start to evaluate Web analytics tools are: Why do I need a different/new tool? What sort of data do I need this tool to give me? What actions will be driven by that data? How, specifically, will I … [Read more...] about How To Choose the Right Web Analytics Tools For Your Business
Multivariable optimization tools
Five years ago, few people paid any attention to conversion rate optimization. Today, everyone is jumping on the conversion optimization bandwagon. I believe that there were two main factors that changed search marketers perceived value of conversion optimization: Google Website Optimizer. In October 2006 Google announced the release of its website testing tool, Google Website Optimizer. While the tool is not as powerful as some of its commercial counterparts, it allowed the average smaller to mid-size website to integrate some sort of A/B and multivariate testing into their marketing initiatives. After working with hundreds of clients on many different software platforms, I can say with high confidence that Google Website Optimizer satisfies the needs of 90% of websites out there. The bad economy. As the economy tanked in 2009, many online marketers started to pay close attention to new ways to convert their existing traffic into revenue. So, while net visitors still mattered, … [Read more...] about Things To Consider Before Starting Your Next Conversion Rate Optimization Project
In The Trenches is a spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. My SEM Wish List: All I Want For Christmas is the Perfect Search Tool, Continued In my last column, I explained how much I want a new perfect search tool for Christmas. Yes, there are some really good ones out there now that do specific things, but I need the kind of tool that I can pull out for every occasion. Some of the features I outlined in my last letter included: Landing page rotation Intra day bidding Giving credit to assisting keywords Data guarantee No need for redirects These are all features found today in various SEM tools that I listed. However, to truly deliver in my stocking a perfect SEM tool, I’m going to need some more features, such as: Insights and suggestions – Google AdWords’ Campaign Optimizer tool provides “an extra set of eyes” on the campaigns and suggests opportunities to … [Read more...] about Wishing For The Perfect Search Marketing Tool
These days, you can’t go anywhere without hearing about multivariate testingso I thought I’d walk through a landing page test. Along the way, I’llprovide testing pointers and leave you with several testing considerations.I’ll highlight the importance of multivariate testing and show it can yield significant improvements inpay per click (PPC)accounts. This case study centers on NXPowerLite, which sells compression softwarefor PPT, Excel, and Word documents. While too many details areinvolved in multivariate testing to cover them all, the following information shouldprovide a good basis for your own testing. Multivariate Testing – Pre-Testing Considerations Consider the following before starting a multivariate test: Overall page qualityInitiate tests with quality content pages to yield more significantresults. Consider all aspects of a landing page, including images, page layout,and copy for quality. In terms of NXPowerLite, the oldlanding page … [Read more...] about Getting Multivariate Landing Page Testing Straight!
Google WebsiteOptimizer, a tool that allows you to easily test different page layouts, isnow available to anyone with an AdWords account. Previously, it had been out inlimited beta sincelast October. It remains unclear whether using the tool would be consideredcloaking, which is against Google’s webmaster guidelines. TheGood Cloaking, EvilCloaking & Detection article from Stephan Spencer here on Search Engine Landlooked at this issue last month. Threadwatch has arecent discussion alsogoing. I’ll explain more about the situation below, and I’m checking with Googlefor the official word. Fair to say, Google’s probably going to say that using the tool is NOTcloaking. Otherwise, you’ve got one part of Google putting out a tool that willcause anyone using it to potentially be banned by another part of Google. Thisalso means questions that have hung over other page testing tools such asOffermatica should go away. It won’t make the cloaking debate … [Read more...] about Google Website Optimizer Now Available, But Is It Cloaking?