Finding A Good Website Analyst Part 3

Tips For Analyzing Your Analyst

Have An Eye For Conversion

From plenty of experience with landing pages, conversion and usability mind blowing reports can be created. This can be especially beneficial with pay per click advertising spending. Generally, your website will receive traffic from 2 possible streams:

• Pay for it- Yahoo! AdWords, MSN, Facebook, etc
• Earn it- natural rankings, referrals, links (votes), etc

Converting traffic through these two sources is two separate arts that can both be closely examined in Google Analytics (especially AdWords)

Suggested Questions to Ask

• Are you experienced with usability and conversion?
• How can you illustrate conversion to me in web analytics software?

Perform Market Research

Possessing some industry knowledge is also a plus. Having internet marketing experience is the BIG plus, while industry specific knowledge is icing on the cake. Being familiar with market research (especially keyword search volumes, CPC, and longtails) will allow the analyzer to suggest more profitable approaches. This would be worth looking at when you are not converting visitors very well (1% under) or you just want to improve conversion—who doesn’t? Introducing other helpful applications such as Google Trends, keyword tools and compete.com will also enhance the ability to make profitable data driven decisions.

Google Analytics Training Video Series

Suggested Questions to Ask

• Do you use other tools besides web analytics software?
• Can you identify my money keywords? If so, how?

Do you Understand On Page Site Structure?

To obtain good natural rankings and successful PPC campaigns, on page set up is instrumental. For organic rankings; Title tags, Meta tags, body content, <h> tags, and interlinking are easily optimized—then measured. Although this is not directly related to website analytics, in the arsenal of an analyst will prove to be a competition cruncher. For PPC Campaigns, where’s the call to action? Is your page layout stimulating to your visitors? Often the smallest of changes to a web page can dramatically influence conversion rate. I have seen changes made to PPC campaigns from analytics data that increased conversion 700%. There are many ways to leverage Google Analytics for optimizing your site in a factual way.

Suggested Questions to Ask

• What are your theories and beliefs with on- page factors like, Meta tags and content (on page seo)?
• Can you make suggestions on poorly performing content pages? Please give me a couple examples.

Google Analytics Training Video Series

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