‘Tis the season for website optimisation

Making the time to analyse your website is critical to ensure it’s fresh and engaging. Here’s some tips for Modern Marketers.

Start at the beginning

The first thing you need to understand is your web traffic. You can use Google Analytics to help you understand the entry or landing pages of your website. These are the first pages people arrive at when they visit your website. Of course, you balance this with the exit pages i.e. the last page people visit at when visiting your website. Don’t assume the home page is your most popular page.

Navigate to the "Behaviour" section of Google Analytics and select "Site Content" and then either "Landing Pages" or "Exit Pages".
Navigate to the “Behaviour” section of Google Analytics and select “Site Content” and then either “Landing Pages” or “Exit Pages”.

What stands out in the above report?

A couple of things stand out. The first is a blog post from 12 months ago “‘Tis the season to be jolly for B2B Marketers“. This blog post was published in October 2013 and is still performing in December 2014. The obvious thing to do here is to update that blog post with links to current content. I need to make sure it’s fresh.

The other thing that stands out is the 100% bounce rate (it should be around 65% from a best practice point of view) – that’s terrible.

So, I need to look at that page and evaluate what the page offers and what I can do to keep people on the website. A Call To Action (CTA) is the obvious thing to explore in more detail.


Modern Marketers have access to more information

Google Analytics is great to see numbers and traffic. It’s also helpful when evaluating new visitors versus returning visitors, these two groups generally behave quite differently. Oracle Marketing Cloud, formerly Eloqua, users have greater insight into “who” is looking at their website.

The “who” becomes very interesting as you begin to see named individuals and their behaviour on your website.

The Eloqua 10 Insight Report Details Guide will help you determine which of the 18 website reports are best suited to your analysis. You will find two specific reports in the context of this blog post that will be the most helpful.

I’d encourage you to start with the Website reports. This guide is not for casual reading, it’s more of a reference guide. Start with:

1. Entry Pages by view – page 66
2. Exit Pages by view – page 67

How did I use this Oracle Marketing Cloud Insight Report?

I set a date criteria for the past 90 days and then exported the data to excel. I was then able to group the pages which includes our website pages as well as the various sub-domains we use in Oracle Marketing Cloud. It lists them by most visited to least visited. This is helpful to understand the amount of traffic on the various pages. It can be a little crushing for the ego when you see a page you think is awesome and it’s only had 10 visitors in the past 90 days. Ego’s aside, you can optismise that page and work on improving the performance.

As part of your analysis, you can take the Insight reporting a step further to look at “who” has been visiting these pages. You can probably exclude internal staff and perhaps partners and focus on your customers and prospects. This level of insight takes you a step further when compared to Google Analytics. There’s may be no point optimising a page when you realise it’s primary source of traffic is internal staff. Then again, you may want to understand why.

Either way, you’re at least in a position to know who is looking at specific pages.

Have fun and let us know how you go with your website optimisation.