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Wayfair Makes Informed Decisions from Data Analytics

Wayfair is one of the top online retailers and is a data-centric company. The use of proprietary web analytics combined with data across every channel gives insight for data-informed decisions. Even with the use of proprietary software for data collection, Wayfair’s SEO team free shares their knowledge and experience publicly. They share knowledge through guest blogs, and resources for other SEOs to check search engine ranking factors on their sites. Wayfair analysis and optimizes every part of their websites to ensure that they not only appear in relevant organic search, but their paid search ads are related to the search as well. Proprietary Web Analytics Web analytics is a big deal for Wayfair, as they built their propriety systems for data collection and analytics to inform every decision on either the web or offline. Wayfair uses their search marketing platform, Athena, to improve the reach of their customer search keywords and is the reason for their search marketing success...
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Website Analytics with Crazy Egg Isn’t Crazy at All

When thinking about website analytics the top of mind analytics source is Google Analytics. Rethinking analytics with Crazy Egg can help discover new insights that may not be as evident with Google Analytics. Crazy Egg has truly visual dashboards that offer user interaction data in a way that marketers can see. User experiences can be tracked and even recorded for review to help developers improve the design of web pages. Scroll Maps can show the marketer how far users get when reading content on a page. Crazy Egg gives the ability for non-developers to change elements within a page for easy A-B testing. Easy-to-understand and straightforward reports and dashboards with Crazy Egg allows for user data to inform with just a glance. Heatmap Crazy Egg has created a dashboard report that uses technology to color code areas within a webpage that have the most interaction. Clicks throughout a page can be viewed in the heat map reports to see every element and region on a page that is c...
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Find the Complete Picture with Google Analytics using SkyGlue

SkyGlue is an add-on to the use of Google Analytics that allows expanded data collection from user interactions. With the addition of a small snippet of Javascript on a website, SkyGlue provides for the tracking and reporting of user interactions within a webpage. Google Analytics is limited to tracking the navigation of the user between pages. SkyGlue allows data to be collected from interactive features on a single web page to see how a user interacts with the content. After inserting the SkyGlue code, there is the ability to customize the data collected from events and interactions on a page according to the needs of the website. Pinpointing and tracking users occurs through multiple website sessions using SkyGlue. Data collected can be incorporated into the CRM effort of the company and correlated with targeted users. The data collected can identify the exact action a user takes when they drop from the site. The added data from SkyGlue allows for identification of elements that...
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The Social Media Marketing Mix

Social media marketing for a business or organization should start with clearly defined marketing goals. The different social media platforms can be overwhelming, but they don’t have to be if we know what goals marketing should achieve. Digital content creation of a business will likely play a significant role in the ability to leverage social media engagement. Types of content used on social media platforms ranging from short text to visual media, such as graphics, photos, or video. Much of social media is about building a network of followers and friends. Social media marketing should leverage the engagement of those networks to drive goal completion. Available Marketing Content A steady stream of content should exist before committing to social media marketing. If a company creates expectations of a consistent flow of content, it will become important for the company to maintain those expectations to continue social engagement. Marketers must invest time in creating engaging...
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Landing Page: The Metric That Affects Every Other Metric

Landing page metrics are not a measurement but more of a collection of pages where users enter a website. A website is much like any other interaction with a customer in that the first impression is everything. Many other web metrics depend on the web page that the user first enters the site. Bounce rate can increase on a site if the landing page that a user enters doesn’t address the expectations of the user. The landing page can be the page that is used for advertising that a potential customer enters by clicking the ad. A landing page can also be somewhat outside of the control of the company from organic search traffic. Business goals should be defined before using the landing page as a metric to best identify whether the best pages are being presented to the customer. For many businesses, the conversion rate can be affected by users entering what can be perceived as the wrong landing page. If there are changes in the conversion rate and bounce rate can be attributed many times to ...
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Bounce Rate: The Confusing but Important Website Metric

Confusion surrounds the meaning of a website’s bounce rate and whether a website has a good bounce rate or not. Google defines the bounce rate of a site as a user session on a site consisting of one page being visited (Bounce Rate, 2018). It is believed that the bounce rate defined by Google and reported within Google Analytics is flawed by this simple definition and that time and interactions on a page should be considered. Paul Koks believes the best way to record and have an actionable bounce rate is to adjust the reporting by considering the time spent on the page (Koks, 2015). The idea of adjusting bounce rate with an amount of time on the page leaves us with more questions. We find ourselves trying to answer first, “what is considered a good bounce rate?” Also we ask, “how long should someone say on a page to be excluded from the bounce rate calculation?” It is impossible to answer these questions because they are relative to the website content, goals and history (Bounce Rate, 2...
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