Analytics Tracking
In
order to determine which split is performing best in your split
testing efforts
and how well your ad campaigns are working, it is important to make use of
website analytics.
While
your ads campaigns will have their own tracking to show which keywords are
producing the most clicks, you have to go to your own website to see what those
clicks are doing for your business directly.
A
good way to do this is with Google
Analytics. It’s a free
service, and is easy to use. All you need to do is sign up for an account, and copy the tracking code it gives you, into your website’s header code. If you use WordPress, there are plugins that assist with this. Many premium themes include a place for the code to go, without requiring you to use a plugin.
service, and is easy to use. All you need to do is sign up for an account, and copy the tracking code it gives you, into your website’s header code. If you use WordPress, there are plugins that assist with this. Many premium themes include a place for the code to go, without requiring you to use a plugin.
Google
Analytics also integrates with Google Ad-words, so you can track your campaign
there, as well. You can see how much you’ve spent, what keywords you’re doing
well on, and more.
Google has added Bing to their analytics, so you should be able to tell what’s working from within your analytics dashboard. However, Bing appears to currently be working on an analytics product, as well.
When
looking at your analytics data, look for the traffic coming
to your landing pages. Set a different landing page for each campaign to determine which campaigns are working. Look at the bounce rate, and length of time on site. If you have a high bounce rate, this means people are not spending a lot of time on your website, for any number of reasons:
to your landing pages. Set a different landing page for each campaign to determine which campaigns are working. Look at the bounce rate, and length of time on site. If you have a high bounce rate, this means people are not spending a lot of time on your website, for any number of reasons:
·
They’re
not finding what they’re looking for.
·
Your
site is taking too long to load.
·
Your
copy isn’t converting well.
Also
take time to look at their exit pages. Are they taking time to
look around at other pages on your site, or are they leaving straight from the landing page? If you see that people aren’t sticking around, try making adjustments to design and page copy using split testing, to see what that does. Keep making adjustments until you start to see a low bounce rate, with a higher amount of time spent on site.
look around at other pages on your site, or are they leaving straight from the landing page? If you see that people aren’t sticking around, try making adjustments to design and page copy using split testing, to see what that does. Keep making adjustments until you start to see a low bounce rate, with a higher amount of time spent on site.
Important Tip: When you set links on your own site to
open in a
new window, this causes Google to “reset” their timer. Keep links to pages within your own site set to open in the same window, so Google Analytics can get a more accurate measure of time spent on site.
new window, this causes Google to “reset” their timer. Keep links to pages within your own site set to open in the same window, so Google Analytics can get a more accurate measure of time spent on site.
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