Categories
Tech Tricks

How to Unlock Google Analytics Keyword Not Provided

We feel that there is a hidden agenda behind everything which inconveniences us in some way or the other.

This is certainly the way for many SEO professionals that Google controls site owners’ access to information.

Case in point: Google Analytics did not trigger the keyword debate, has been raging since 2013.

For conspiracy theorists among us, the arrival of the Google Analytics ided Not Provided ‘keyword was an indication that the platform was out to make the SEO process more difficult and ruin the world of online marketing.

While it limited access to keyword data and made analytics more challenging, it certainly did not end the SEO industry.

We just have to do a little more digging to find the information we need.

Therefore in this post, I will go through six ways you can access keyword data to learn more about your site visitors and improve your SEO strategy.

What does Google Analytics not provide for keywords?
To get a complete idea of ​​what the Google Analytics keyword (not provided) means and why it matters so much, we have to bring it back to 2011.

When Google Analytics was first launched, site owners were aware of how users found their content.

In organic search reports, they could see which keywords are attracting visitors to their sites, and how user behavior differs between different keywords.

This made it easy to determine which keywords were most valuable to SEO.

For example, if a site owner noticed that visitors to their site after searching for a particular phrase had higher-than-average conversion rates, it was a clear indicator that trying to improve their rankings That keyword was of interest.

But in 2011, all this changed when Google began encrypting search data.

As stated in a post on the company’s official blog, the move was made with the goal of “making search more secure”.

While some SEOs felt that Larry Page and Sergey Brin (co-founder of Google, for the common man) were plotting the century’s online plan to remove villains from their secret mails, ultimately to protect user privacy. A change was made.

As stated in the post, their increased privacy measures were partly due to the introduction of personal search results.

Today, most of us do not give a second thought to the fact that our search results take personal information into consideration.

But this was not always the case.

And as Google began to include these types of details in search results, they made it a priority to protect that personal information.

So, how does this process work?

It all starts with the search bar.

However, with its security update, Google specifically started redirecting users to an https version of each website, in which the “S” is protected.

This may seem like a small change, but it had a huge impact on the ability of site owners to access keyword data.

Because redirecting users to a secure version of their intended domain encrypts their search queries.

Now, I agree that from a user point of view, this change was fantastic for privacy.

The new encryption process has added an extra layer of security using Google search.

However, it was – and still is – a major obstacle and hindrance for those of us in the world of SEO and online marketing.

When this change took effect, site owners were suddenly in the dark about how a large portion of their visitors found their site.

In the months following this update, many of us began to see an important part of our keyword report in the not (not provided) umbrella.

Pasted image 0 17

To protect its searches and increase the privacy of its users, Google simultaneously hindered access to data for everyone, using its Analytics platform.

Categories
Tech Tricks

You Need More Than Analytics Data to Grow Your Business – You Need Systems

They all want the hottest equipment.

They all want as much data as they possibly can gather.

However, these companies do not really care about data. It may sound crazy, but listening to me. They want data, but not because of what you think.

They want access to the data so that they can make improvements that matter to their business (such as conversion rates, user retention, revenue, etc.). They feel that having data will make it easier (as their tools would magically do), but they don’t understand that having data is just part of the solution.

The second part is running experiments and is able to track the results from these experiments in its critical matrix. In other words, taking action with your data.

Let’s start this system using a format that may surprise you.

Creating a simple system for tracking strategy and improvement
The best solutions are easy to implement and also easy to maintain. In this case, we can start by using Excel or Google Sheet (my preference) to track our progress on several key metrics.

Retention matrix diffusion sheet

We want to use the concept of “cohorts” for group users / visitors so that we can compare how each group performs in our entire matrix.

You can then run experiments that affect only a specific cohort (such as the A / B test only during the month of July). This is an easy way to see the impact of your changes.

Once you get this setup, we’ll be able to see how visitors from July did in Metric A, Metric B, and Metric C against visitors from August, and really know whether these numbers are up or down. Why did she go

Why not just use your analytics dashboard?

Can. However, there are some good reasons to implement a shareable spreadsheet:

Not everyone has access to your company’s analysis. Having important metrics accessible to your team is important to keep everyone aligned. As a matter of fact, it has been shown to be indispensable for hitting the goals of a large company.

Sometimes you do not want everyone to enter company analytics. Whether it’s to protect sensitive data or prevent someone from tampering with important settings or reports – anyone who has to manage an analytics account knows that a lot of cooks in the kitchen can actually mess things up. Huh.

Habit of collecting data. This seems pointless, the act of actually pulling data and putting it into a spreadsheet forces you to internalize these matrices regularly. This is when valuable insights appear.

Collecting the data you need from Google Analytics and other tools

The data you need will depend on what metrics are important to your business. For example, let’s look at a content marketing strategy, which means that we can get the most data from Google Analytics. Your data can come from Mixpan, Stripe (payment processing), etc.

Google Analytics

The Google Analytics dashboard can show you all your metrics in a single page.

Once you know where you will get the data, learn how to simplify this data collection. In the world of Google Analytics, this means creating dashboards or custom reports that only show you the numbers you care about.

E-commerce traffic report

You can also consider creating a custom report that spreads across the dashboard.

One final note on Google Analytics; If you are not sure which metrics or dimensions you need, you can check the Metrics and Dimensions Explorer, which contains a reference to all metrics found inside Google Analytics.

Then you will take this data and add it to your spreadsheet. Ideally, you will be able to update your spreadsheet within a few minutes every week or month. Keep it simple and just focus on getting the data you need.

Categories
Techno

Why is Apple’s Marketing Just So Darn Good

Apple may go head to head with other manufacturers such as Samsung to attract consumer attention, but Apple has never done a race-to-bottom price war.

They don’t try to compete on price, and they don’t have to

Steve Jobs and his team excelled in manufacturing and marketing consumer products that consumers liked. Apple’s marketing is so effective, in fact, that it has become a benchmark for other companies who want to achieve the same global popularity, revenue growth and living power.

Apple’s marketing is built on simplicity

Apple products speak for themselves. How Apple has continuously increased its marketing while keeping the messaging and visuals simple. Most marketing is free from things like feature lists, pricing or expensive special effects.

ipad2 billboard

They know that the product will sell itself without relying on pomp and circumstance. They had gone on to sell over 1.5 billion products, with stripped-down content and simple advertising.

The logo is a perfect example of his simplicity – a simple apple shape, missing a chunk. There are no clever words to accompany it – none is necessary. Why rely on words when visuals will suffice?

According to the CEB, the most effective way to sell a product to a consumer is through complex advertisements, attractive websites, or hyper-flowed ad copy. You reach them by simplifying the decision making process.

Apple statistics

The Powerful Narrative
Steve Jobs built Apple around a particular set of core values ​​and a customer-centric narrative. Instead of merely seeing operations as “operations”, the company makes a point to show that they stand for something in every aspect of the operation.

Apple is about enriching the lives of its consumers. This is everything they do:

Employee cards remind us of the importance of company values
Salespeople get paid without commissions, allowing them to focus on helping customers rather than closing sales
Play field for children of Apple customers
genius Bar
Part of Apple’s statement is how they overcame challenges in the early days of startup, and how Steve Jobs and his team led Apple to greatness through innovation. This is the kind of narrative people relate to – one that draws their heartbeat and connects them to a brand.

Consistency from product to core value reinforces audience confidence. It tells a customer that they can always count on you to deliver on their promise.

You see the same narratives in companies such as Beard Brand, Burt’s Bees, and Nike who use powerful, moving stories to elevate the brand and make lasting connections to better engage their customers.

Reach Consumer Emotions with Right Language

Apple has clearly gone to great lengths to understand its target customer; How they think, how they speak, the language they use, their habits, their likes, dislikes and more. They know how to talk to customers in their own language, not trying to talk to them like a sales person.

Such understanding creates a wonderful bond between the prospective customer and the brand and a lasting relationship for the existing customer.

Pc vs mac ad

The PC vs Mac ads show that Apple understands a frustrated PC user in search of a better solution. It is a simple language-spoken advertisement that any potential customer can understand.

There was no jargon or explanation that could be misleading for a basic PC user, and such an approach continues to win a lot of customers.

Other advertisements show happy people having a good time with the simplicity of their iPads. This consistent display of positive emotion is the driving force behind the sale. They are not selling more storage, or more battery life.

Apple is selling a sense of contentment happiness coming from a simple lifestyle; One result of owning an Apple product.

Apple sunset photo

They make mystery and buzz
Typically, when a company launches a product, the marketing team will leave knowledge on the audience and reveal all the information that comes up. The intention is to get customers excited about telling them everything about a product.

Apple takes a different approach, creating excitement by withholding information about new products as they tease it. Creating secrets around product launches is one of their best marketing strategies.

It’s an approach that turns existing customers into crazy fans, scouring the web for more information and sharing what they find. It also helps in turning heads by tapping into the curiosity of potential customers.

Categories
Trends

How Emotional Motivators Can Drive Authentic Brand Growth

We all remember that when Apple CEO Steve Jobs died, hundreds of thousands of people voluntarily took flowers in their hands, outside Apple stores. They were mourning the loss of a great tech visionary, but also paying tribute to the creator of a brand that they felt a deep emotional sense of.

Apple doesn’t have a bigger market share than Microsoft (at least, with smartphones), it draws in the hearts of millions of consumers. It is true that providing useful information to customers will reduce risks and increase practical value, but the potential of your brand provokes emotion in people, as Apple successfully does.

Value of emotional relationships

Research has shown that customers who fully engage with the brand exhibit higher value.

It is not news that an emotional connection with a brand leads to higher customer lifetime value and brand loyalty. So why spend advertising dollars when you can achieve a high ROI on your brand equity by building lasting emotional relationships with your customers?

In this post, we will adopt a customer-centric approach by looking at what human motivators do, and how they use this understanding to build the long-term value of their brand.

1. Motivation – What is our action

Marketing success is about the behavior of your target customer – whether it is trying to market a new product, choosing an alternative brand for a familiar brand, or staying loyal to the same product over time. And behavior, without sufficient motivation, will not be continuous.

So what is our behavior? What forces us to act? Clarke L. Hull (1943) proposed the Global Theory of Behavior to describe behavior. The principle of solving is tied into various factors in exact mathematical terms in this formula:

sEr = SHR × D × V × K
Here the feedback capacity (sEr) is positively related to D (drive power), and the drive power is determined by a need condition: for a long time the subject is deprived of a need (such as food, water, sleep, Etc.), higher. Drive Strength.

Another factor that drives behavior in the structure of the solution is encouragement. If the drive urges us to act to increase the lack of a need, then the incentive forces us to reduce this need in the future. Hence in the case of eating, the need to eat hungry increases as drive, while the satiated state after eating works as a stimulus.

Another major scientific discovery on the role of motivation is psychologist Neil E. A 1948 hungry rat experiment by Miller. In his experiment, the psychologist examined the behavior of both a saturated (well fed) and hungry rat. The hungry rat was motivated by hunger and learned a new behavior each time the reward (food) started when motivation (hunger) began. Saturated rats, however, were not food-induced. But when the psychologist introduced a new trigger (electric shock), the saturated rat was induced to act for reward (reduce physical pain).

What Miller added to Hull’s theory was the role of both internal and external “reward” in driving behavior. Their experiments also showed that drives can be learned from environmental cues, such as in the case of saturated rats to reduce artificially imposed “drives”.

In short, the classical physical behavior model is much more need-based and goal-oriented: it proposes that we are motivated to act to reduce the need for survival, so that we can:

Optimize well
Reduce physical pain
Maximum enjoyment
But theories of motivation only address our autonomic needs – those that are unconscious and involuntary – and release our emotional and psychological motivators. As humans, we are motivated by more complex factors than animalistic needs.

2. The Role of Emotion in Motivation

There are many myths about emotion. First of all, emotion is not an emotion.

Dr. Sara McKay, the neuroscientist Your Brain Health behind the blog explains it well:

“Emotions play in the theater of the body. Emotions flow in the theater of the mind. ”

In short, emotions are physical and can be discovered either through conscious emotional experiences or subconscious associations to one’s desires, beliefs, actions, etc. In comparison, emotions are mental responses to our emotions and are subjective.

Secondly, sentimentality is not the same. Mood is an emotional state that is usually heavily influenced by our environment, physiology, current emotions and thinking. Compared to emotion, mood is also more diffuse and there is a decrease in contextual arousal. While emotion may have complex dimensions, mood is more dialectical and general – we often describe mood as positive or negative.

Categories
Techno

How to Blend Web Analytics & Crazy Egg for Conversion Boosting Glory

And there are countless types of reports that can provide motivation for meaningful A / B testing. But still, it is very difficult to come up with a successful testing hypothesis using only quantitative data.

Why? Because it doesn’t tell you the whole story.

Quoting Avinash Kaushik:

Web analytics will show you where your website is leaking money from. But you need qualitative research to find out why it does this.

This is where the data for Crazy Egg Heatmaps and Scroll Map Reports comes in handy. It makes a perfect match with web analytics and helps you improve the elements of your websites.

We often look for leaks in our funnels and underperforming pages using Pivic Pro reports and segments. And when we do a search, we quickly move to the crazy egg to find out “why” our visitors are losing interest.

Only then are we able to generate meaningful test ideas and truly understand why some parts of our website are not performing so well.

1. Improving the performance of our landing pages on mobile devices

This idea came up during some web analytics research on the performance of our most popular landing pages.

We are challenging each of them against the conversion rate (leads sent from anonymous visitors to our CRM) and bounce rate. As we never settle for the data collected, we have fragmented it by applying different dimensions. Finally, we found that both the conversion rate and bounce rate were significantly below average for mobile visitors:

Bounce rate

It was clear to us that the mobile visitor segment is pulling our conversions down. But we needed to investigate further to collect some qualitative data.

Using Crazy Egg we were able to create reports that showed us the behavior of our mobile visitors. The Crazy Egg Scroll Map report allowed us to see that most of them never fall into the CTA area. As you can see, it was buried very deeply on the page to reach our users:

Call for action area

It turned out that we needed to test a different approach on our mobile landing pages. After analyzing this data, we came up with a new test hypothesis:

“If we move our CTA area above the fold line for the most screen we can reduce the bounce rate and increase the number of leads from mobile traffic.”

Summary

The most important purpose of every landing page can be described in a few simple words from a very entertaining blog entry by Brad Shore:

Make it as easy as possible for the user to say “yes”.

However, finding the right formula to please your visitors can be challenging. Especially since it requires conducting frequent experiments and identifying the elements to be improved. But – thanks to Crazy Egg’s valuable data – finding the pain points of our sites has become less painful.

2. Optimize shopping cart for e-commerce website

We begin each CRO analysis by looking into web analysis data. No wonder here.

Recently we did CRO research for one of our clients. Using Pivic Pro, we found that one of the main obstacles in the conversion funnel was the shopping cart, which had an approximately 60% abandonment rate.

We knew something wasn’t right, so – as usual – we took advantage of Crazy Egg’s functionality and did additional research to detect some undesirable patterns in our user behavior. Using the Crazy Egg segment, we found that new visitor activity is centered around the coupon code field:

Eventually we came to know that the high cart abandonment rate was mainly due to the so-called “coupon hunt” that our users were doing. Unfortunately, most of them tried to implement coupon codes that were already expired. And when he did not work, they left the car frustrated.

Thanks to the above mentioned findings, we managed to come up with another actionable test hypothesis:

“We can reduce our cart abandonment rate and discourage users from coupon hunting by making the coupon area less prominent and moving it away from the CTA area”.

Summary

According to one Emarketer expired coupons are one of the main reasons why potential customers leave your page – about 27% of shopping cart abandon coupon codes disappoint users. But hiding the coupon field is just one of many ways you can deal with that problem.