Quick reminder here. Today is Cyber Monday.
Many people will be doing their holiday shopping online today. Be sure to take advantage of it!
If you followed my previous post titled Cyber Monday Marketing Ideas for 2007, then you had better be following up with an email this morning to your customer base.
If you did not follow that post, there is still time to take advantage of this holiday shopping rush. It doesn’t matter what you do, but you gotta do something!
If I told you that you could perform 5 easy steps that would allow you to read the mind of your website visitors you would want to hear them wouldn’t you?
Well guess what. I have a secret that is right under your nose and enables you to do just that using Google Analytics.
Google added a new feature to Analytics in October of this year. It’s called Site Search and by default, it is turned off. But you can turn it on in just 5 easy steps and with it, start tracking each and every keyword search performed on your website. In essence, you will be able to read the mind of each visitor to your website with extraordinary accuracy.
The result provides valuable insight which can help drive your business forward.
From creating new products or product variations that fit demand to properly listing products you already offer. Tracking site search (the actual search terms they enter into the search form on your site) can provide you with that and more.
It’s one thing to know what search terms visitors use to find your site in the search engines. It’s another thing entirely to know what search terms they use once they have arrived.
Look at This Basic Example
Let’s say you sell widgets and your widgets are provided in Red and Blue. You get a lot of what you think is qualified traffic to your website, however, not many of them and up purchasing. After analyzing your statistics, including site search, you find that the visitors are qualified, however 70% of them are searching for Silver widgets — and you don’t offer those.
It might be a good idea to start offering Silver widgets based on this data alone. By adding Silver widgets, you could meet the demands of 70% of the visitors to your website and providing the rest of your website contains the proper elements to convert them, the result should be an increase in sales.
5 Easy Steps to Enable Google Analytics Site Search Tracking
Enabling Site Search is very easy and anyone with a search form on their website can benefit from its use.
If you offer PayPal as your only payment option, or use PayPal’s Website Payment’s Pro to accept credit cards from customers, then try this.
With proper wording, and a little creativity, you can turn the standard “Pay Using PayPal …” notice (which can be seen as a barrier to purchase) into a more buyer friendly type phrase.
Try including the following phrase near your payment button options.
“With PayPal you can pay by Credit Card, Bank Account, or PayPal Balance.” (You can alter as needed to work with your payment options.)
It’s a simple phrase, but one that speaks more from the buyers perspective than from the seller’s.
It more clearly represents that the consumer can use a standard credit card to pay through PayPal and they do not need an actual PayPal account to do so.
Believe it or not, even with the exposure PayPal has, many consumers still do not realize that they can pay for an item using PayPal without actually having a PayPal account.
As a result, they oftentimes see the PayPal logo, and think “I don’t have a PayPal account, and I don’t want one right now” so I guess I’ll buy from someone else that lets me pay using a credit card.
Although it can’t hurt to remind buyers that “You do not need a PayPal account to pay using PayPal”, the above phrase goes a long way toward accomplishing just that.