Notes
Notes - notes.io |
Source:
https://www.youtube.com/watch?v=A6Zryx1bgE0
Title:
Interview with Avinash Kaushik, digital marketing evangelist for Google
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Part 1: Reduce bounce rate and increase conversion rate:
Strategy 1:
Target campaigns (eg. google adwords) as closely as possible. "Nightstand" for example is too broad for a furniture business and can lead to high bounce rates for example due to visitors intending to look for "onenightstand" which apparently are a lot ;)
Strategy 2:
Optimize landing page.
Example: Gilette Ad for keyword "shaving cream" leads to a landing page with deodorant.
Landing page attached to certain keyword has to meet that keyword precisely.
Strategy 3:
Use task completion rate and survey based strategies to find out why customers are really on the page.
Usually 2-3 keywords/things lead people to the site.
The middle of landing page should be about the core product/service. Relatively small on the side of the page people that came one the site for something but the main product can be lead to what they are looking for.
This way you can up- and cross-sell your products.
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Part 2: Key metrics (key performance indicators KPI)
Category 1: Effectiveness of acquisition
CPA (cost per acquisition) or number of new visitors from each source are good indicators.
Category 2: Effectiveness of website experience
Bounce rate, site depth (how far do people go), watching videos or not (shows commitment), return visits in one week of 1 customer.
Category 3: Measuring of outcome
Conversion rate, average order size, affiliate payments
End of notes
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