Exit Rate vs. Bounce Rate

September 12, 2011 By David Crankshaw

All visitors to your web site leave at some point, whether they visit one page or one hundred. The last page they visit is their Exit Page, an event your analytics application records. You might think that your analysis of the Top Exit Pages for your site would reveal some important information. But it turns out that the Top Exit Pages report is not that helpful. … [Continue reading...]

Filed Under: Analytics Process

What’s a “Good” Number?

July 18, 2011 By David Crankshaw

You know the bounce rate on your website. And average time on site. And on and on for many other metrics. Are your numbers low or high? What can you compare them to? How can you know what a 'good' number is? You could compare your metrics to those of your competitors to answer this question. Or to other industries that are similar to yours. You could look at historical patterns - this … [Continue reading...]

Filed Under: Analytics Process

Get Started with Google Analytics

July 11, 2011 By David Crankshaw

Every business wants to know what is happening on their website. But you can't just stroll onto your website like a restaurant owner who leaves the kitchen to visit the dining room. Or a shopkeeper who visits the store floor. It's invisible, this activity on your website. You need a way to record the activity and assemble it in a form that you can use. That's exactly what Analytics … [Continue reading...]

Filed Under: Analytics Process

5 Steps to a Core Website That Ranks and Converts

July 4, 2011 By David Crankshaw
Blog and Core Website that ranks and converts

Like a moth to the light, when technology buyers have a problem they turn to the search engines first. They may have just started to investigate a problem. Or buyers could be at the final stages of vendor selection. At all stages of the buyer’s journey they rely on search engines to find sources of information. It’s no surprise then that technology companies invest significant … [Continue reading...]

Filed Under: Marketing Channels

Improve your Search Rankings with a Lean Website

June 27, 2011 By David Crankshaw
Core Keywords for your Website

To improve search rankings and conversions, simplify the structure of your website. Break it into two components, the Core Website and the Blog. No one has to tell you that it's important to improve your search rankings in Google and other search engines. You already know that if you want to attract people to your website, links to the pages on your site must appear at the top of the Search … [Continue reading...]

Filed Under: Marketing Channels

How Many Sales Leads Do I Need?

June 19, 2011 By David Crankshaw
How much website traffic do you need?

Every business wants to grow, and to do that you need to find and win more customers. You have to make it easy for buyers to find you and then nurture them through their buying cycle. But how much website traffic and how many sales leads do you need to generate so that you can achieve your revenue goal? I'm going to show you a calculator that will make it easy to answer this question. … [Continue reading...]

Filed Under: Online Marketing

Why Your Sales Force Needs Fewer Leads

June 6, 2011 By David Crankshaw

B2B companies invest tremendous resources in marketing and sales. Yet they struggle to keep their sales funnel full. Marketing produces more and more leads and passes them on to Sales. Despite this, sales reps cannot close enough business to make their quota. Companies don't meet their forecast. The answer? Stop producing large quantities of poorly qualified leads for the Sales force. … [Continue reading...]

Filed Under: Online Marketing

Get More from Twitter

May 30, 2011 By David Crankshaw
Twitter icon from Zwitscha

Twitter is flexible and unstructured. It can even appear chaotic and confusing. Posts are asynchronous. You can follow anyone and anyone can follow you. All posts (except Direct Messages) flow into your followers' stream of news. Many people have written articles to help both the new and experienced to get more from Twitter. Here are some that I've found useful. It's not definitive, but it … [Continue reading...]

Filed Under: Marketing Channels

Five Tips to Start Using Twitter

May 16, 2011 By David Crankshaw

If you are thinking about using Twitter for business purposes, it can be intimidating. Everyone else seems to know what to do � how, when, and with what frequency to tweet. It's like joining a club where you not only don't know anyone, you don't even know the rules. This post will help you start using Twitter. … [Continue reading...]

Filed Under: Marketing Channels

The Profit Multiplier: Sales Productivity

March 31, 2010 By David Crankshaw

In her work teaching her buying facilitation method, Sharon Drew Morgen (author of "Dirty Little Secrets", reviewed here) states that she has worked with groups who have doubled their sales close rate. This doubling is possible because sales people are facilitating the change management that must occur in the buyer's organization. And because the average close rate for companies with a direct … [Continue reading...]

Filed Under: Online Marketing
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