Corporate Digital Marketing Training in India

Corporate Digital Marketing Training in India

Corporate Digital Marketing Training in india Program
Technology has changed the way we work and live. The combined powers of digital, social, mobile, analytics and cloud technologies have empowered both consumers and companies to communicate like never before.
Today, modern multichannel customers have set the bar so high in terms of their expectations from brands, that competing- and winning- in today’s market requires exceeding expectations and delivering great customer experiences.
This is why we have designed on-demand Customized Corporate Training Solutions in Digital Marketing to provide intensive support for marketing teams, instantly upgrading their skill sets on digital.
Our custom trainings are suitable for teams of every scale of business. Whether you are a Startup, Medium or Large enterprise, we can custom-design a Program based on your unique requirements.
We have already trained some of the world’s most well known digital and traditional brands across Marketing, Sales, Social media, Web Analytics and Online CRM.
We have trained at all functional levels, from the beginner level executives to the CXO level strategy makers.
Here are ways in which we can grow your online marketing ROI:
Expert-led Corporate Digital Marketing Training
– You Contact us 730577703 letting us know what you need. Our Trainers are Certified inGoogle and they are also Certified in UGC Conducted SET Exams,click here to know about the Certificates
– We’ll set up a call for you with our expert instructors, to identify the most suitable modules and digital marketing strategies to cater to your unique requirement.
– Once you are confident about the most suitable training solution, we will schedule an expert-led digital marketing training at your place or our place, based on preference and availability.
– This way we develop your in-house capabilities by training your team on digital marketing.
Get Started Now!
Module 6: Online Reputation Management (ORM)
Personal Online Branding for Management
How to deal with negative comments online
Daily Alerts & Actions for Management
Module 7: Web Analytics (Google Analytics Framework ) – Basic & Advanced Workshop
Google Analytics Setup.
Set-up Conversion Funnels
In-Depth understanding of web traffic
KPI for Web marketing teams
Analysis Framework for Management
Module 8: Social Media Marketing – Basic and Advanced Workshop
Facebook Page Management
Facebook Engagement Campaigns
Integrating SEO & Social Media Strategies
Remarketing on Social Media
You Tube SMO Strategy
Blog Management
Integrating Social Media Platforms
Get Started Now
Hire us as your Virtual CDO (Chief Digital Officer)
– For an ongoing, specialised digital consultancy support by our experts, you can choose to have us as your Virtual Chief Digital Officer (CDO).
– The collective knowledge of our Experts offered through this unique methodology gives you industry’s best brains as digital strategy makers in a cost-effective and flexible format.
– We take care of your digital strategy so that you can focus on your core business.
– This way we work alongside your team to achieve positive digital transformation working on tangible goals.
Get More Details Here-7305777703
Digital Academy corporate training program is customized to fit the requirements of your organization, and be relevant cross departments. Our training programs have assisted individuals from various functions:
Digital Marketing Experts: Update their skill set & know about the latest updates
Conventional Marketers: Gain practical insight into online marketing.
Account Executives from Digital Agencies: Stay updated with the upcoming trends & enhance their digital marketing knowledge
Human Resources Teams: Effectiveness in recruiting Digital Marketing teams
C-Level Executives: To understand the implications of digital for their business.Our in-company training is frequently tailored to the specific requirements of a particular industry sector. We have worked across the board, including financial services, government and public sector, retail, media and publishing and travel industries, as well as PR, marketing and advertising agencies.
1. Where will the traning take place?
As a part of Bespoke Pratictioner Led Training, Leading Industry practitioners, who bring their up to date experience would either deliver customised digital marketing trainings at Your Place (Bespoke training delivered at your premises) or at Our Place (State of the art Education Centre)
2. What will be the duration of training programs?
We can design workshops as per the organizations needs. Currently our modules can be delivered in:
1 Day Training Program to 5 Days Training Program
3. What all Modules are covered in the training programs?
Though the modules would be customized based on your requirement but most of our corporate clients opt for following modules:
Module 1: Pay Per Click Advertising
Module 2: Search Engine Optimization
Module 3: Social Media Marketing
Module 4: Online Reputation Management
Module 5: Google Analytics Framework
4. What should a company expect from the training program?
– Frameworks for Analysis
– Critical Feedback
– Real time measurements – Boring Presentations
– Praises & Awards
– Hypothetical Situations
– Yawning
– Gut Feeling
– Excuses
5. What is the training methodolgy adopted by DigitalTout Academy?
Our trainers shall customize the delivery methodology based on your teams understanding & your organizations requirement.
         Analysis: Audit present campaigns / account using tools.
         Workshop: Conduct activities to develop the required frameworks & strategy roadmaps for your team
         Training: Live, trainer-led classroom based training
         Consultancy: In-depth involvement in the business to form strategy.
Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/Corporate Digital Marketing Training in India/

Keyword Research in India

Keyword Research in india 

It all begins with words typed into a search box.Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. It’s not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated; with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually any niche.
Keword Research is most important operations to be performed at the earliest,If a company misses its opppurtunity to list its bussiness for the most predominant keywords definately  the company has to inccur  some cost in building the same ,
Moreover Technical Keyword is only done by some the of Experts  in ,Identifying where is your company keword and frameing the strategy in accordance with the most often used kewords and long tail keywords is a very big issue, bring that in your top list organically is  definately a achivement, still there are large number of companys are growing up in this segment without knowing the actual phenomenen of the business
If you want to list your business please log to click here to log on 
Keyword Research in India/Keyword Research in India /Keyword Research in India /Keyword Research in India /Keyword Research in India /Keyword Research in India /Keyword Research in India /



Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.

First, we’ll need to define PPC and establish a basic understanding of how PPC advertising works. Let’s go!

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

very time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

What is Google AdWords?

Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.

What Is Google AdWords

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

An effective PPC keyword list should be:

  • Relevant – Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
  • Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
  • Expansive – PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.

Managing Your PPC Campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

  • Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
  • Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

You’ll learn more about all of these elements of PPC campaign management as you move forward through the coursework in PPC University.


Landing Page optimization

What does it mean landing page?

In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, or a “destination page”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. … Landing pages are used for lead generation.

There’s one page that usually draws most of the attention from stakeholders during a redesign — your homepage, but what if I told you, you should put most of your focus on another area?
Your landing pages.
Think about it, landing pages are the real heavy lifters on your website, if your landing pages aren’t attractive, optimized for experience and conversion, and user-focused, you’ll have a really hard time generating qualified leads from your website.
What does superb landing page design look like?
We all know what constitutes a landing page (hopefully), but just in case, let me do a quick review of everything you need for one that is truly superb! 🙂

Every great  landing-page-optimization has

Value-focused Content
The cornerstone of a high-converting landing page, like most inbound marketing, is content that conveys the value you’re delivering to the user.
Ensuring your content is keyword-optimized (so users can actually find your page) and focused on why the user should actually care about the offer you’re pushing is key to a strong landing page. But that’s not enough! The copy you generate needs to be engaging and tell the user a story. Without this element, it’ll come off as flat, disingenuous, and ultimately may hurt your conversions.
It’s extremely important to ensure that the content you’re promoting gives enough value to match what type of information you’re asking for on the form…
An Appropriate Form
The form is what makes a landing page a landing page.
Creating a high-converting form is a little bit of a science, as you need to match the value of your offer to the amount of information you’re asking for. For instance, if you’re offering a simple checklist, you probably shouldn’t have 10 form fields since the return is so small.
Typically you want to keep your forms to 3-5 fields. If you’re a HubSpot user, you can utilize Smart Fields to collect more data once they’ve filled out a given field, which helps to collect better information to improve your marketing to the user.
No one likes a wall of text on a web page, which is why it’s so important to provide some sort of visual aid to engage the user. Images or video are a great way to do this.
If you have a content download landing page, it’s usually a great idea to give a preview of the offer or even show the cover.
For more important landing pages, however, such as your request a demo or consultation page, video is much more powerful than a boring static image.
On “bottom of the funnel” pages, take the time to talk to the user as a human. Tell them exactly what to expect after the fill out the form, and what awesome value they’ll get in return.
Video is definitely an underutilized resource for landing pages, so take the opportunity to 1-up your competitors!
A Kickass Testimonial
One often-forgotten element of superb landing page design is social proof.
Adding in a user testimonial provides evidence that everything you claim on the page is actually true. That makes filling out that sometimes daunting form just a little less scary (and sometimes that’s all it takes).
Other forms of social proof are valuable as well, including download numbers, awards, or even reviews.
Social Share Links
So you created this amazing offer, and a user finds it on your website and thinks his or her colleagues would enjoy it as well, what next?
Enter your social share links.
This very small and simple element can help boost the reach and effectiveness of your downloadable content by letting it be posted to social media, or even sent via text message, with the click of a button.
At the foundational level, that’s a landing page. But there’s so much more you can do to make it more engaging, trusted, and lead generating.

Consumers, however, are learning to automatically tune out anything that isn’t interesting. This drives businesses to spend even more, becoming more creative and pulling out every tactic they can think of to capture consumer attention.

So, with all the above tools at our disposal, why do we still have terrible conversion rates, hovering between 1 to 3% on average? The largest culprit I see? The landing page.

The purpose of a landing page is to convert visitors coming from marketing campaigns as quickly as possible. The problem is that business landing pages generally fail to meet the expectations of the visitor. In many cases, businesses are simply driving people to their homepage, which is simply a bad idea. Landing pages have a different purpose than your homepage. So let’s look at what makes up a good landing page.

Layout Of A Landing Page

We’ll start with the landing page header, which is its most critical element.

1.0  The Landing Page Header

The header has to capture visitor interest within the first 3 seconds of hitting the page. The rest of the page doesn’t matter much if the heading doesn’t match visitor expectations.

The header must absolutely match what the visitor was promised in the campaign creative they clicked, bringing them to your page. If there is any mismatch, most of your audience is going to bounce from the page almost immediately.

People don’t waste their time with sites that don’t meet their needs, and a landing page disjointed from the original ad causes enough confusion for the visitor to bail. Below is a great example of a heading matching the original ad from Ion

The header should be creative, use large text that matches the ad as well as matching your brand image. Keep navigation to the rest of your website off of the landing page unless it’s critical. You generally don’t want visitors to leave the page. Remember, the primary purpose of a landing page is to drive a conversion action.

2.0  Landing Page Body of landing-page-optimization

As marketers, we know that most people visiting our websites are skimming through our content. This is even truer with landing pages. Your body copy should complement your header, but provide more details that motivate people to take your desired conversion action.

Use headlines as guides to break content apart. Use lists, colored sections and graphics to highlight features and value propositions. Again, the body copy should be designed to drive the conversion. That is the primary purpose of almost all campaign-driven landing pages.


3.0  The Landing Page Conversion of landing-page-optimization

The conversion action of a landing page can be any number of things, but in most cases it is either a form or a call-to-action. A form is used when you want to collect information about your visitor, and in return, give them something of value (white paper, ebook, webinar, newsletter signup). A call-to-action (CTA) could be a button to add a product to a shopping cart or a link to more information.

When your conversion is a form, request only the information you need to move the visitor through the sales funnel. While asking for additional information can help improve what you know about the visitor and improve lead quality, I personally prefer to capture additional information in future interactions with the customer.

Calls-to-action are usually a button or an interactive element on the page. These should be very obvious — not necessarily “used-car-salesman” obvious, but try to use contrasting colors and prominent locations that people can easily see without scrolling down. Don’t force visitors to have to think about what the next step should be if they are interested. Below is a good example of an effective CTA from a GetResponse campaign.


4.0  Trust Elements of landing-page-optimization

Trust elements are the often overlooked component of a landing page. They can include customer reviews, testimonials, privacy policies, business certifications, awards and so forth.

Most people visiting from a campaign other than email will likely have never heard of your business. These trust elements help them establish a comfort level that doing business with you is OK, that their decision is a good one and they can trust you. Every decision a person makes is weighed internally on how it will impact their lives. The more fear you can take out of that decision, the more visitors you can convert.

Design Of The Landing Page

There are obviously many ways a landing page can be organized. Most landing pages are single step, but a two-step design can be very effective as well. A two-step landing page will usually have a call-to-action on the first page and a form on the second page.

The length of a landing page depends on the purpose of your page. There are short and long landing pages that can be equally as effective for different audiences. The highest converting landing pages are the most traditional that have body content on the left and a form on the right.

With landing pages, you can get really creative and try new things since they are not typically integrated in with the rest of your website. So give yourself some creative freedom to try new and different ways of communicating your message.

1.0  Testing For Effectiveness of landing-page-optimization

Landing pages are usually good at getting a significant amount of traffic if you are running great campaigns. This makes landing pages a wonderful playground for doing A/B testing and learning more about your audience. If possible, always run tests on landing pages, testing each of the landing page elements discussed above. Additionally, try new creative designs that adhere to your branding.


2.0  Responsive Landing Page For Mobile Devices

Landing page traffic usually comes from marketing campaigns, especially PPC and email campaigns. As we all know, email is being viewed more often on mobile devices now, so you need to be sure that your landing pages are mobile friendly.

In fact, if your website isn’t mobile ready, creating mobile-friendly landing pages is much easier to accomplish. By marketing to a mobile audience, you can improve ROI.

3.0  Measuring Your Landing Page Effectiveness

There are several metrics you want to look into when measuring the effectiveness of your landing pages.

  • Bounce Rate. Take a look at your overall bounce rate, but try and filter it down so you can see the bounce rate by campaign and by source. You may have a great ad running that delivers a lot of traffic but low conversions. When you can see which campaigns are driving a better conversion rate, you’ll know what is working better and can adjust your other campaigns.
  • Unique Visitors. Unique visitors is a simple metric telling you how effective the campaign is at delivering traffic. It doesn’t tell you how effective the landing page is. But you need this info to determine conversion rates. Just because you have a lot of traffic, doesn’t mean it is the right traffic, and you may need to adjust your ad copy.
  • Conversion Rate. This is the rate of unique visits/completed conversions. Remember that a completed conversion isn’t necessarily a form fill. You need to determine what the goal of the landing page is and use that to measure the conversion ate.
  • Time on Page. If you have a lot of people spending a lot of time on the page, it could be they are interested, or it might mean they had trouble figuring out your message. Less time spent on the page before converting is your goal if you want the conversions. Someone who has to scroll around for information will be distracted and less likely to convert. Keep your landing page message simple.
  • Lead Generation Effectiveness. This is really a measure of the campaign’s effectiveness to deliver leads. If you are running multiple pages during a campaign as an A/B test, it will give you insights not only on what page is driving conversions, but what page is actually delivering leads. I have seen it more than once where one page converts better, but another delivers more qualified leads.

4.0  Personalizing Your Landing Page

When possible, try to get personal with your audience. If they are coming from a specific state or country, adjust the messaging to reflect that. Or, if they are previous visitors that have converted, try to reflect that by asking questions you haven’t asked before on the form. When you can, personalize the landing page to be more relevant to visitors based on history, demographics, goelocation, etc., which can significantly impact your conversion rate.

Great Ideas For landing-page-optimization

There are lots of great ideas for landing pages out there. Because there are many different designs and concepts that are uniquely tailored to various type companies, I’d recommend analyzing the experts.

Companies that provide landing pages and optimization tools use their own products in a very competitive market. For them, creating the best landing page is critical. Search for [landing page] as well as [conversion optimization] on Google, and check out companies like Ion Interactive, Optimizely and GetResponse for landing page management tools that can make your marketing life a little easier.


Watts up Marketing

Watts up Marketing
WhatsApp is a cross-platform mobile app that enables message exchange across different mobility platforms (iPhone, BlackBerry, Android, Windows Phone and Nokia). it is not even second but before the traditional text message, a smart phone user can miss your text message but not your whatsapp marketing message. Whatsapp is an app of the next generation as it gives the marketeers not only the ability to send media rich bulk whatsapp messages to the target audience, but it also has helped digital marketing professionals to reach out to a subscriber base of 900 million user (and increasing) who are on whatsapp.

WhatsApp’s Broadcast Feature:
Reaching out to your target audience quicker than ever is now possible. Thanks to WhatsApp Broadcast List feature. Broadcast Lists are saved lists of message recipients that marketers can repeatedly send broadcast messages to, without having to select them each time. The #1 messenger app lets you broadcast messages to your target audience within minutes. Connecting to your customers had never been easier than this. Launching a new product / service? Broadcast the message via WhatsApp and get more potential buyers.
 A Whole New Horizon To Mobile Marketing?
Business owners are now starting to realize the marketing potential that WhatsApp can unfold for there business. Some of the reasons why WhatsApp marketing has become so big in no time. There are striking reasons why this cross-platform messaging app is revolutionizing the communication between marketers and audience.
Here are a few:
Support For Multiple Media Formats
Text based messaging has its limitations. Let’s imagine, you want to send a new year greeting or the images of your new product launched to your clients. Using text messaging, it’s impossible as it doesn’t support pictures. This isn’t the case with WhatsApp. It enables you to send rich text messages to the clients in the form of:
Ability To Track How Message Broadcast Performs
Recently, WhatsApp introduced a feature, Blue tick. It tells senders the status of the message sent. If recipient of the message opened and read the message, the tick turns blue. Now, you can easily see how many of your audience read your business message. It will now be easy for marketers to measure how their promotional advertising messaging campaigns performed.

Allows Sending Messages to DND Numbers
While broadcasting message to a contact list, you do not need to worry about DND (Do not Disturb) phone numbers. With WhatsApp, marketers can even contact those who are listed as DND. That means, creating a customer outreach without fearing message spam is now possible with WhatsApp .
WhatsApp Message Broadcasting : The Next Big Thing
The 900 million strong and growing WhatsApp user base has attracted marketers to connect their audience who are using this platform. With WhatsApp, (The most powerful feature-rich messaging app) marketers would be able to contact their audience with rich media campaigns. Stop waiting. It’s time to create maximum audience outreach using text messages, audio clips, video clips and vCards. No word limits, no DND restrictions, just compose message and BROADCAST to a list of audience.
Watts up Marketing/Watts up Marketing/Watts up Marketing/Watts up Marketing/Watts up Marketing

Visitor tracking & Analysis

What is Visitor Tracking & Analysis?

Visitor Tracking is the processing of all the records of activity on your web site into summary reports.  These reports contain details such as which page your visitors used to enter the web site and where they came from, how long they stayed at your site and on each page, the path or sequence of pages viewed, and which page they left your site from.  Visitor Tracking also can tell you which visitors stored a link to your site on their computer (bookmark), signed up for a newsletter, downloaded a file, and other activities you want to encourage.

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Visitor Analysis is the process of using your Visitor Tracking data to increase the ability of your web site to achieve the goals you have set.  The Visitor Analysis will establish where you are now, make suggestions for changes to the web site or your marketing designed to improve your results, and track the success of these changes towards achieving your goals. Why do I need Visitor Tracking & Analysis? In the offline world, business owners are able to observe their business activity first hand and make changes to take advantage of or react to this business activity.  With a web site, the business activity is more complex and difficult to observe.  Visitor Tracking and Analysis allows you to observe the business activity much as you would offline, and provides a way to take advantage of or react to your web business much as you would if you were running the business in the physical world. Information is Key to Success There are many techniques you can use to improve the traffic to and results from your web site.  Cross-linking campaigns, key search phrase discovery, search engine optimizationand submission, and pay-per-click or other targeted advertising all can be every effective. How effective?  That is the question Visitor Tracking and Analysis can answer for you.  If you don't track visitors and their value, you will not understand which traffic-generating activities are really working for you.  All traffic is not equal in value; Visitor Tracking & Analysis tells you where to focus your efforts to get the most profitable result. Visitor Tracking & Analysis Examples * Determine where your most valuable visitors are coming from and optimize your web site to keep them coming back * Focus search engine ranking activity on the search engines creating your best customers * Improve conversion of visitors to buyers or other tasks you want them to perform * Promote or feature items which tend to create multi-buyers * Understand which marketing efforts are the most successful * Maximize sales while minimizing affiliate marketing or pay-per-click ad expenses * Improve web site navigation to keep visitors on the site longer These services can generally be provided remotely through web interfaces, file transfer, and e-mail.  For more information on Visitor Tracking and Analysis Services, e-mail me I keep getting more and more requests for information on how to use log analysis to improve web site profitability. And that makes sense, because people are beginning to discover you can dramatically improve profitability, double and triple it, just by understanding what it is people do (and don't do) on your web site.
So I published the article below on how I used WebTrends to analyze customer behavior, including the graphs and the E-Metrics calculator for WebTrends. These tools for increasing visitor conversion eventually became a PDF book called The Marketer’s Guide to E-Metrics.
I then wrote a second article from a series in my newsletter about the testing I did with PPC (Pay-Per-Click) advertising and using WebTrends to prove out the ROI of search phrases.
Visitor analysis is very important, but it seems like few people are using it in an actionable way. By actionable, I mean something other than just cranking out reports on page views and server geek reports for the sake of it. When you generate reports, they should tell you something that leads to taking an action (or reversing an action taken).  So I’m going to show you some of the data I use and the metrics I create from the data, along with explanations of how to use this information to get more visitors to do what you want them to do. But first, let’s talk about web site data and analysis in general.
Analyze This
There are a bunch of log analysis programs out there, why use WebTrends? It’s the closest thing to a “standard” the industry has, it is fast, and scalable. Good enough for me.
There are free tag-based analyzers, but I’d rather have access to the raw log data; in my work, I have to do a lot of troubleshooting and it’s very hard to hunt down problems if you don’t have the raw logs. There are several free log analyzers out there, like Analog, but they don’t provide the level of detail on customer behavior needed to create actionable metrics you can use to actually do something. So first, understand what your needs are, and then make sure you have the right tool for the job. Don’t know what your needs are? Hopefully you will have a better idea after you read this!
Be Trendy
People seem to complain a lot about the quality of web data, and some hard-core stats people have various problems with the way both log-based and tag-based analyzers measure activity. I say, get over it. What matters most in tracking interactive behavior is trends, and even if the data is not 100% accurate in some way, as long as you continue to use data collected in the same way each time, you can still build trend charts.

People obsess way too much about finding an absolute answer (hard exact numbers), wasting a lot of time and resources, when a relative answer (is it getting better or worse) can be just as insightful, if not more. Trend charts are a great way to look at relative performance stats; that’s what I use. So do the best you can to get clean data to work with, but don’t waste a lot of time and effort looking for needles in the data haystack.
Think Action
If you want the results of your analysis to be actionable, you should create key metrics around your objectives. If the objective of the site is product sales, counting page views is not very meaningful; your page views could go up or down and sales remain flat.
When you create a key metric, you want it to be actionable, directly related to the objective of the site. What would be meaningful for a site selling products? How about sales per visit? If you are tracking sales per visit, you have a metric related directly to the objective of the site. Sales per visit is a productivity metric, it tells you how good you are at converting traffic into sales. If you can improve sales per visit, you make more money. The metric is directly related to the objective of the site.
Key metrics are usually a ratio of something measuring an “action” to visits or visitors. What percent of visits signed up for the newsletter? What percent of visits lasted for more than 20 minutes? What percent of visits viewed more than 10 pages? These are examples of key metrics that might be aligned with the objectives of your site. Think about what your objective is – what action you want people to take at the site – and then think about how you might measure the success of this action.
Know Your Data
Traffic analyzers doesn’t really create many metrics by themselves, they generate raw data you can use to build metrics. It is worth the time to really understand how this data is generated, so when you create your metrics, you understand exactly what you’re looking at and can draw accurate conclusions.
For example, if you want to study sales per visit, do you want to include visits from spiders and robots, which (at least for now) don’t have a clue on how to make a purchase from you? If you include these visits, you artificially decrease your sales per visit. So make sure you know what you are measuring. In the case of visits, you may want to filter out robots and spiders, link checkers, uptime pingers, and your own development activity if you want a “clean” visit number in the end.
Also, when you create a metric, make sure you are using data from the same time period for each part of the metric. If your metric is “Percent of Visitors Bookmarking the Site,” make sure the “Number of BookMarks” and “Number of Visits” you use are calculated over the same time period each time – a day, a week, a month. Otherwise comparing them and looking for trends won’t work.
Get Continuous
How do you use metrics? Measure, manage, maximize. First you measure and track to see where you are. Then you try to manage the metric by making changes to the site – when you make changes, did the metric get better or worse? Then using what you learn, you try to maximize the metric by making further changes. It’s a cycle of continuous improvement, of ongoing testing. Every time you learn something new about your visitors, think to yourself: what could I change to take advantage of this new knowledge?
I have a client who started out with sales per visit at about 70 cents, which is pretty high to start with. She now does about $3.50 in sales per visit. How did that happen? First we measured total sales per visit, and tracked it over time. Then we started testing changes to the navigation, one change at a time.
Make a change, track the result. Did sales per visit go up or down? During this managing process, we learned what kinds of changes made the biggest difference in sales per visit, and began building a picture of what visitors wanted and what caused them to buy. We made it up to about $1.50 in sales per visit this way – more than a double, but we couldn’t get it to go any higher working on the “whole site,” in this case, with the persistent navigation.
So then we starting the maximize process – instead of looking at the whole site, we began breaking down traffic into different segments. Sales per visit by search engine, for example – some search engines produced much higher sales per visit than others. Some pay-per-click ads produced higher sales per visit than others – for the exact same search term! Some products on the home page produced higher sales per visit than others. And so on. At the end of this process, which still goes on today, she was doing $3.50 sales per visit.
Measure, Manage, Maximize.
Two for You
I’ve developed two metrics I think are among the most important you can track, no matter what kind of site you have or what the objective of the site is. They are designed to focus in right on the biggest problem most sites have – getting visitors to go past the first page they see on your site. Underlying these metrics is the idea someone who comes to the site and views just one page was likely a lost opportunity – a pretty fair assumption for most business models on the web. I’ll also toss in a third metric which might apply to your site at the end.
An important part of these metrics is the way they are constructed – not using “average behavior,” but instead focusing on specific visitor behavior, and screening out “data noise” as much as possible. One note: I’m going to refer to WebTrends reports as I give you the specific info for creating these metrics; it makes sense in an article like this because WebTrends has the most users. But almost every analyzer out there provides the basic info you need to create these visitor metrics.
Percent One-Page Visits
What is it?
One Page Visits divided by Total Visits
If I only had time to look at one metric, this would be it. This metric is usually tied to global navigation issues; it literally measures the percentage of visits bouncing off your site like it was Plexiglas (yea, one “s”). Since you often can’t control which pages people enter your site through, you want to make sure if they don’t find what they’re looking for on the first page they hit, they know how to get to the information they want. Navigation is both a design and copy issue, since you can always write hyperlinks into copy that lead to related topics in other site areas.
Hopefully, the analyzer you are using provides the number of One Page Visits. If you are using WebTrends, under Activity Statistics / By Number of Views, you see how many visits had one page, two pages, three pages, etc. I take the One Page Visits and divide by Total Visits, since the visits by number of pages data is defined by a “visit.” The visits (perhaps called “sessions” in your analyzer) number comes from the General Statistics section at the top of a WebTrends report. A visit ends when a certain number of minutes go by between page views for the same visitor; in my case 30 minutes (you can set it to whatever length you want in WebTrends; 30 minutes is standard).
Here is why I use visits instead of visitors or unique visitors as the “base” of a metric. It’s the biggest, most reliable number available, so whatever “dirt” there is in it, it’s not as dirty as unique visitors can be, which is complicated by visitor identity issues. I don’t want complexity at this level; I want it clean and simple, the most accurate it can be. You could argue visits are inaccurate, because someone at work might only be able to read one page at a time, but might read 3 pages in a day more than 30 minutes apart. This would have the effect of making the metric look worse than it really is.
Yea sure, but compared with the problems you can run into with dynamic IP’s, multiple users of a machine, and so forth, that’s nothing. And I would add, does it really matter? What does that level of hand-wringing get you, is it actionable in any way? Can you do something better if you spent all the time and effort to get the absolutely exact number?
What’s important is the trend, and as long as you use numbers calculated in the same way each time, the trend is actionable. If you have a super tracking system / you are really only interested in tracking authenticated users and you want to use visitors or unique visitors – and this really is important to your objectives – than go right ahead.
Here is what my Percent One Page Visits graph looks like; a detailed explanation follows so you might want to open another browser window and bring this chart up in it, click here.
The trend is generally down, meaning the percentage of visits having only one page is falling. The changes I am making are working – a higher percentage of visits are going deeper into the site because navigation is improving.
What’s quite interesting is the first trend down ending around day 67 then spiking upward. This was the end of optimizing the original site, which was replaced with the new site, which caused a sharp spike upward again. Hey, that redesign was a great idea, right? Not! But over time (and lots of re-writing), I’ve been able to bring it back down. There is a lesson here – do you actually measure the success of design and other changes you make to your site? You should and you can, as long as the metric you are using ties to the objective of your site.
Another interesting feature on this chart is the 2 spikes around day 50 – know what that is? Less targeted advertising. I primarily advertise by buying specific keywords on Google AdWords and Overture, but decided to test some contextual display ads in targeted content areas of (under the Sprinks program).
Huge click through, bogus customers (high one-page visits), ruined my stats – and very expensive. Do you see why tracking this stuff is so important? I don’t have to calculate the ROI on that ad spend to know it’s worse than I normally get – the customer behavior tells me it is. By switching dollars out of back into Google and Overture, I automatically increase ROI – without ever having to calculate it. Folks, relative measurement (comparing the trends) rather than absolute measurement (calculating the ROI to the last cent) can save you a lot of time and effort. By the way, I don’t think there is anything wrong with Sprinks – the audience is apparently just not right for my b2b site. Might be good for yours; you won’t know until you test and measure.
Percent Single Page Access
What is it?
Single Access Page Visits
divided by Entry Page Visits for a page
The Single Access Page report counts visits to a specific page where it was the only page looked at, and pages are ranked by number of visits. This is very much like One Page Visits from the last article, except the tracking is by each page as opposed to the entire site. In other words, if you added up all the individual Single Access Page Visits for each page you get One Page Visits for the whole site. This data can be an indicator of poor design or weak content on specific pages, and is great for identifying pages you probably need to work on.
To turn this data into a more actionable metric, I divide these Single Access Page Visits for a page by the total number of visits where that page was the Entry Page to the site. This number is in Top Entry Pages report, which counts the number of visits starting at a particular page.
This ratio is the metric Percent Single Page Access, which measures the ability of a specific page to pull visitors into the site. Compare this with the previous metric Percent One Page Visits, which measures the ability of the site as a whole to pull visitors further into the site.
On my site (probably yours too), the home page is the primary Entry Page, so I start my measurement efforts there. As time allows, I move on to other important Top 10 Entry Pages, tweaking the message on each to minimize Percent Single Page Access visits on each page. On most sites, 80% – 90% of the traffic is coming in through the Top 10 Entry Pages. Start with these and you get the most bang for your buck on your efforts.
My objective on the home page is click-through / conversion – I want to pull the maximum percentage of people into the next level of the site that hit this page. I want to know how many people saw this page when they first hit the site and clicked through to another page. By dividing Single Access Page Visits by the Entry Page Visits for a page, I get a percentage that most accurately measures the objective – initial conversion from home page to another page.
The above is an example of really thinking about your objective and what you are using to create your metrics. Follow this: if I used total views of the home page instead of Entry Page Views, I would be introducing “noise” to the conversion ratio objective, because some of these people would have seen other pages before they see the home page. I don’t want that, because it’s not important to the objective. I want to specifically measure the ability of the home page to take a visitor and get them to click deeper into the site. Don’t use total visits to or total views of a page you are looking to optimize for conversion because then you are including traffic that was there for a different reason. If you want to measure the ability of a page to pull visitors into the site, use only visits where this page was the Entry Page.
Then you track this percentage, make changes to the page, and look for trends. Each page will have some “beginning” percentage, and what you would like to see is the Percent Single Page Access visits fall over time as you tweak design, navigation, links, and copy.
As a behaviorist, I don’t trust what customers say they want or will do, I watch what they actually do. It’s a simpler and much cleaner form of testing. If I write what I think is killer copy, and the Single Access Page Visits percentage rises, I was wrong. If it falls, I was right. Too much time is spent on agonizing over surveys and other inconclusive evidence. Track the customer data. It will “speak” to you and tell you the answer. If you want to further qualify the behavior, then do your surveys. But always get the behavior first so you understand the issues and ask the right questions.
Here is a graph of Percent Single Page Access stats for my home page, click here.
Again, the trend is generally down, meaning a higher percentage of visits to the home page are actually making it past this page and deeper into the site. You can also see in this graph the distinct change around day 67, when the new site went up, and the spikes when the low visitor quality advertising was running.
The other interesting feature of both this chart and the one before is the wide fluctuations within the general trends. You know what those regular spikes up and down are caused by? Weekends. I get much higher “abandonment” of the home page on weekends, and much higher penetration into the site on weekdays, especially midweek. Makes sense; my site is really a business-to-business kind of thing.
Don’t ever let anybody tell you time of day or day of week don’t matter – the audience changes significantly by time of day and weekend versus weekday, and it may be in your interest to move with those changes, changing featured articles, products, or site functionality. It’s not for me, I’m too much of a “niche player,” but if you’re running a more general interest site, particularly if you are a retailer, it could be in your interest to test this.
Visitor tracking & Analysis
Bonus Metric:
Percent One Minute Visits
What is it?
One Minute Visits divided by Total Visits
A very similar idea to the first one, only using length of visit instead of page views as the controlling number. This metric speaks to the general “pull” of your site to a visitor overall, an aggregation of all the copy, content, design, and functionality issues rolled into one. The one minute visits number is found under Activity Statistics / By Length of Visit in WebTrends.
Track this percentage over time. For an info-site like mine, you would assume that the longer people stay, the better you are serving them. It would also imply they are high quality prospects for my book given the site content, don’t you think? Here is what my home page Percent One Minute Visits graph looks like; a detailed explanation follows, click here.
Here again, the trend is generally down, which is what you want to see.  Visitors are staying longer with the site. You can really see the change in performance around day 67, again, when the new site went up. This was a very significant change, and confirmed my suspicion that even though many people don’t want a lot of “fluff design” on a web site, they may not trust a site that is so bare that only a “celebrity” like Jakob Nielsen can pull it off. The old site is pretty sparse on design, but is still around to service people with slow connections and alternative or older browsers – view old site.
Around day 151, you can see the effect of a home page re-write I did that dramatically increased % One Minute Visits. Interestingly, this was an attempt to drive down One Page Visits by shortening the home page length, figuring people were not making it through and abandoning the page before they saw content they wanted. Wrong; the customer behavior tells me so. One page visits didn’t really budge; but one minute visits climbed substantially due to the shorter page. And Single Page Access was flat to higher! So the shorter home page hurt more than it helped. As a behaviorist, I don’t try to argue with the behavior (that shouldn’t have happened, darn it!), I react to the evidence and change my approach.
The deep spike down at day 21 was the posting of one of my articles on a highly targeted CRM site, and it looks like it worked as a high quality customer acquisition tool. People coming from this site on average stayed a long time, driving down the percentage of one minute visits, and this was an indicator of their “quality” – I sold a ton of books the next several days.
Percent One Minute Visits is a more rigorous number to use than “average visit length,” because you are focusing in on the “worst case” and screening out as much as noise as possible from measuring your true objective.
For example, your average visit length might be rising with your one minute visits rising at the same time because a small group of hard core users were spending huge amounts of time on the site. If you focus on reducing one minute visits, average visit length will take care of itself over the longer run.
Depending on your site, one minute visitors may contain a large percentage of new visitors, so it’s worth keeping an eye on. For some sites, it might be better to try to increase one minute visits, if the goal is “quick service” of some kind.
Are these stats great? Well, they are for my site, because they’re getting better. I don’t think you can specify across different businesses with different ad strategies and business models that 60% Single Home Page Access is bad, or 40% One-Minute Visits is good. What matters is where you are today and where you’re headed. For example, take my site.
Since I am using the most rigorous metrics possible (daily and very tightly defined), some of these numbers may seem high. But what if I told you I have a 70% repeat rate over longer time frames (30 days)? That close to 50% of visitors bookmark the site?
Now you have a different picture of the user and how they behave. By focusing in laser-like on the key conversion metrics, I know if I can fine tune those, the longer term metrics will take care of themselves. When you’re looking at interactive behavior, “point of first contact” measurement is one of the most important metric areas you can study, because it very frequently has implications for the longer term behavior of the customer.
You have to track this stuff, folks. Otherwise you’re flying blind. The customer data will tell you most everything you need to know. And you’ll notice, not once during any of this have I personally identified a customer, or asked for any personal information. I don’t need to. I know what advertising I’m running, I know what changes I’m making to the site, and I make sure that I only change one thing at a time when testing new concepts.
Then I watch the stats, and look for a reaction to the changes I make. If they improve, the changes were good. If they get worse, the changes were bad. The customers in the aggregate tell me through their transactions what the best course of action is.
Make sure to download and try the free visitor metrics calculator, it works with just about any traffic analyzer and contains 22 more metrics like the ones above. Not all of them will apply to your web site, but you will probably find many of them do apply to your site. If you really want to get serious about this area, check out the book on creating / using visitor metrics.
Visitor metrics are all about getting customers. Once you’ve mastered visitor metrics, some of you might be interested in making more money from and keeping customers; that is what my other book, Drilling Down, is all about – the metrics you need to create and track High ROI customer marketing programs.
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Website/ Mobile Optimization in india

Website/ Mobile Optimization in india

What is website/Mobile Optimization?
Every year people spend more and more time on their mobile devices and tablets, but many websites still aren’t designed to account for different screen sizes and load times. Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.
Mobile SEO Best Practices
If your site is already well optimized for search engines, there are only a few additional things that you need to think about when optimizing for mobile.

Page speed
Because of hardware and connectivity issues, page speed is even more important for mobile users than desktop users. Beyond optimizing images, you’ll want to minify code, leverage browser caching, and reduce redirects. More information on page speed can be found on our SEO Best Practices for Page Speed page.
Don’t block CSS, JavaScript, or images
In the old days, some mobile devices couldn’t support all of these elements, so webmasters of mobile sites blocked one or all three. But for the most part that’s no longer true, and the Smartphone GoogleBot wants to be able to see and categorize the same content that users do. So don’t hide it. These elements are also critical to helping Google understand if you have a responsive site or a different mobile solution.

Site design for mobile
Mobile devices are simplifying and revolutionizing the ways sites are designed. “Above the fold” no longer has meaning in a world where we scroll endlessly
Don’t use Flash
The plugin may not be available on your user’s phone, which means they’ll miss out on all the fun. If you want to create special effects, use HTML5 instead.
Don’t use pop-ups either
It can be difficult and frustrating to try and close these on a mobile device. This might lead to a high bounce rate.
Design for the fat finger
Touch screen navigation can lead to accidental clicks if your buttons are too big, too small, or in the path of a finger that’s trying to get the page to scroll.
Optimize titles and meta descriptions
Remember that you’re working with less screen space when a user searches using a mobile device. To show off your best work in SERPS, be as concise as possible (without sacrificing the quality of the information) when creating titles, URLs, and meta descriptions.
Use structured data
Because of the limited screen space, a search result with rich snippets is even more likely to stand out than on a desktop. Read more about structured data.
Optimize for local search
If your business has a local element, remember to optimize your mobile content for local search. This includes standardizing your name, address, and phone number and including your city and state name in your site’s metadata. More information on local SEO can be found here.
Mobile site configuration
Probably the most important decision you’ll make when setting up a site is deciding whether you want to use a responsive, dynamic serving, or separate site configuration. Each has its advantages and disadvantages. Google prefers responsive design but supports all three options as long as you have set them up properly.
Responsive web design
Responsively-designed sites use CSS3 media queries to serve the same content to mobile and desktop users using a fluid grid and a flexible design to automatically adapt to the size of a user’s screen.
Responsive designs use media queries to target the layout based on screen width, orientation, and resolution. For example, you could use the following CSS to instruct browsers how to display content for a screen that’s 420 or fewer pixels wide:
And to link to a separate stylesheet instead, put the following HTML in between your <head> tags:
Use an emulator like the Responsive Web Design Testing Tool to verify that your responsive design looks the way you want it to.
Dynamic serving
If you don’t have the resources for a complete site redesign or want to display different content for mobile visitors than you do for desktop ones, one solution is to use one URL to display different sets of HTML and CSS depending on what type of device your visitor is using (also called detecting user agents). This can be useful, for example, if you’re a restaurant who wants a mobile visitor (who might be wandering your neighborhood) to see a sampling of reviews and a map to your location instead of your full website.
Displaying different content based on the user agent is called dynamic serving and it’s done using the Vary HTTP header, which looks like this:
Vary HTTP Header
GET /page-1 HTTP/1.1
(…rest of HTTP request headers…)
HTTP/1.1 200 OK
Content-Type: text/html
Vary: User-Agent
Content-Length: 5710
(… rest of HTTP response headers…)
Simply put, this means that the content displayed will vary based on the user agent requesting the page.
Dynamic serving is not the perfect compromise that it might seem to be. For one, it relies on having an updated list of user agents, which means that every time a new mobile device comes to market that list needs to be updated. And it’s not uncommon for desktops and mobile devices to be wrongly served with the HTML for the other device. Read more about common pitfalls.
Separate mobile URL
Another option is to create a second, parallel site for mobile users. This allows you to create completely custom content for mobile visitors. To avoid URL confusion, most parallel mobile sites use an “m” subdomain.
Parallel mobile sites can be as imperfect as dynamic serving sites at sending visitors to the right version, so be sure to make it easy for visitors who end up in the wrong place to click over to their preferred experience.
You’ll also want to make sure that your site redirects are all in place and as lean as possible to decrease page speed. And to avoid duplicate content issues, you’ll need to set up rel=”canonical”.
What about using an app?
Creating an app is one way to tailor the mobile experience for your visitors. But the interstitial page many sites use to alert a mobile user that an app is available can also serve as a block to search engine crawlers. Google’s John Mueller explains.
Keep Learning
The SEO’s Guide to Building a Great Mobile Site Kristina Kledzik lays out why you need a mobile solution now and offers insight into what options work best for different types of sites.The Definitive Guide to Google’s New Mobile SEO Rules Peter McLachlan outlines what Google is looking for in a mobile-optimized site.Mobile Emulator This tool lets you see what your site looks like on a wide variety of mobile devices.Responsive Web Design Testing Tool See what your responsive site looks like on a variety of standard screen sizes.Screaming Frog Check your redirects by analyzing your site with this tool.User Agent Switcher This Firefox add-on lets you see what your site looks like when accessed from a different user agent.Building Smartphone-Optimized Websites Official advice from Google on how to get your mobile site in order.Put your skills to work
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