The holidays are a time when business tends to pick up, with some small businesses making large percentages of their yearly sales in the months leading up to the New Year. Because of the higher concentration of sales being made as well as the heightened traffic web pages experience, the holiday season represents a great time for business owners to gather and analyze data on the effectiveness of their landing pages. Whether it is figuring out which pages convert the most, or A/B testing to fine tune the appearance and functionality of their e-commerce pages, taking advantage of this busy time to improve processes is in the best interest of business owners who are serious about having the best sites possible. Get acquainted with Google Analytics. Setting up Google Analytics can help your business with a great amount of insight on traffic patterns and the rate of conversions that your business can expect. Conversion tracking can tell you not only how many sales you’ve made, but

The month of November is when small business owners scramble to make sure that they are ready to meet the rush of the holiday shopping season. With a lot to prepare for, from Small Business Saturday to your clearance sales and New Year blowouts, business owners are in the midst of preparing for a marathon of sales that can take on the same intensity as a sprint. One thing that they must do in particular to get ready is make sure that their e-commerce sites are ready to handle the influx of holiday traffic they are expecting, and there is more than one aspect of whether or not a website is read to weather heavy traffic. Here are three areas that your business should ensure are strong regarding your e-commerce site before you roll out holiday marketing and start ramping up your efforts to drive traffic and conversions. Design. The design of your page refers not only to its aesthetic optimization, but to its form meeting

  The more traffic to your website, the better, right? Well, not always. Spam links, referrals from derogatory anchor texts and robot traffic are all types of hits that a website can get that tend to do more harm than good. In the long run, if a site is getting inundated with poor quality traffic it can take a real toll on its ability to appear in organic search results, as Google’s algorithms are designed to punish high bounce rates and attempts to boost site rankings using robots. Whether or not you are the one putting links to your website out there or it is a third party, you should at least know where the links are showing up so that you can take action to prevent them from harming your site. If you spend the time to put SEO practices into Monitor both referral traffic and backlinks. The first indicator that there are poor quality links pointing to your website will appear in the referral

  Businesses that are interested in improving and better coordinating their content writing strategies have a few areas where they can concentrate their efforts. On the one hand, they can attempt to create better quality information rich content that is more conducive to sharing and other social media activity, which typically takes more time to create. Apart from changing the quality of their content, they can increase or decrease the frequency with which they post it. When deciding what tack to take regarding their content strategy, business owners should be aware that, even if they do choose to post with higher frequency, they should not throw quality under the bus. Conversely, posting quality content too infrequently is not a strong strategy either. A happy medium needs to be hit that suits both the demands placed on your time as a business owner, as well as the needs and expectations of the audience you are trying to cultivate. The argument for quality. Of course, the better your

Whether or not a small business is able to take social media and turn it into a productive channel for leads and exposure depends on a few factors. For one thing, whether or not businesses actually engage on their platforms of choice by putting out new content makes a fundamental difference, with the overall quality of this content also dictating the final results of a campaign. However, even with great content and a positive attitude, many small business owners still wind up turning their backs on social media after deciding that it is not a worthwhile use of their time. This is unfortunate since in point of fact, a business’s social media marketing may be working better than one would think, and to continue building a profile over time will usually yield better results than stopping and starting over multiple times, even with the best of intentions such as during a re-branding campaign. Social media conversions may not come from direct social referral traffic. One of

Social media is considered by some small business owners as the great equalizer, while others think of it as more of a nuisance than a tool, however for a wide range of businesses there is a large utility in promoted posts and advertisement whether or not they are actually updating their page every day, week or month. However, in order to make sure that they don’t simply waste money trying to get a desired result from their social media marketing there should be a set of procedures that they engage in. Typically a business on a budget should avoid grasping for their target audience by sending out a pricey and poorly targeted blast, which is different from using social media promotion in order to figure out what message an already identified target demographic responds the best to. Posting regularly on social media can help identify where to allocate paid boosts. If at all possible, small business owners who are really serious about boosting the reach of

A term that has been flying around the internet of late, “big data” can actually be somewhat of a misnomer in the context of a small business. What big data refers to is the information collected around a small business’s website that, when analyzed and reflected on, can lead to some serious insight on how to create more engagement and conversions. However, the term big data seems to imply a corporate sized mountain of information, intimidating to sift through and out of the bounds of a small business owner to manage, let alone fully understand. That is not the case, and in fact big data in a small business context is among the places where it has the potential to be the most useful, since nimble small businesses are among the most able to adapt strategic changes into their business plans. So what kind of data actually qualifies as big data in a small business context? A lot of the time, business owners may already be

Small business owners are among those who can benefit the most from a strong and informational website, but it’s often the case that they don’t take full advantage of the tools out there for them. One of the most useful of these tools is Google Analytics. With this tool, business owners are able to track the patterns of visitors to their site with the ability to break down the information regarding their traffic into important snapshots of the demographics visiting them. Location is an important metric for determining if your SEO is correctly tuned. If you are getting a lot of traffic, then that’s great, and potentially, you don’t really care where it comes from as long as it’s there. However, for small business owners, and local business owners in particular, knowing whether or not the visits you are getting come from people with any chance of visiting your location is of the utmost importance. Conversion tracking is essential, especially if you are running PPC. If you

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