Effective website

An effective website allows you to achieve the intended goals, and thus – also profits. Creating such a website requires a lot of work, focused not only on the correct coding of the website, but also on adapting it to the user or the requirements of internet search engines. Each of these elements undergoes many changes – in a given period, users will focus their attention on some subpages, and a few months later – on others. The same applies to the rules governing search engines.

Analytics allows you to effectively catch places where traffic is higher or where it drops. By locating these “hot spots” you can improve them and increase the chances of conversion. Correct counting of conversions in Google Analytics also makes it easier to determine the level of fulfillment of a given goal and to mark its measurability.

Goal types in Google Analytics

In internet marketing, “goal” is quite a broad word. Underneath it, however, there are more specific slogans, characteristic of different types of websites. No wonder – in fact, the goals related to the operation of the online store will be different than those on which the blogging activity focuses.

In Google Analytics, the goal is the performance of an action, i.e. conversion. Actions can include going to a specific page, spending a certain amount of time on it, displaying a specific screen or performing the desired action.

Target – The goal is for the user to reach a specific URL, such as “thank you page”. The target related to a given URL facilitates the analysis of data related to free bonuses or trial accounts, filling out a form or subscribing to a mailing list. These types of targets are also used to count transactions.

Duration – amount of time spent on the website. This goal allows you to analyze the involvement of users on the website and is often set on pages such as support or FAQ. The target allows you to study two groups of users – those who stay on the site longer than the time set for the purpose and those who quit faster from being at a given URL.

Pages / screens per session – this goal allows you to check how many subpages the user saw during a single visit to the site.

Events – specific interaction with the website, eg clicking the “download” button, turning on the video. Before setting the goal, it is necessary to define the event.

Are you looking for other solutions? Smart Goals are based on a traffic analysis performed by a machine learning algorithm that finds the events most likely to convert. The algorithm evaluates the session and assigns an intelligent target to those it deems “best”.

Not only one goal

Analytics allows you to set multiple goals for one website. Thanks to this, we can observe user behavior on many subpages, each of which plays a different role.

Each of the goals can have a specific value – expressed in the currency you use. Based on the number of goals achieved and the related transactions, it is possible to determine the value of each conversion. Example: Every 10th contact from the site ends up selling about $ 100. The value of one conversion – contact via the website – can be estimated at about $ 20.

If it is difficult to specify the specific amounts assigned to a given conversion, the value may play a different role – the weight of the given goal. Their value will depend on how important they are for a given business – the more important higher value can be assigned, and the less – lower.

The goals set in Analytics can also be used in Google Ads.

Correct counting of conversions in Google Analytics

Correctly setting goals and using the information they provide allows you to evaluate the effectiveness of the website and marketing activities. Unfortunately, the collected data is not always correct. Errors can have several causes:

A. Incorrect tag configuration – some errors related to data collection result from incorrect tag placement, eg pasting it in the wrong place. The use of an incorrect tag can also cause problems. Some of the problems are due to our inattention or “printing imps”, which sometimes happen when we paste code from a text document. Formatting is implemented in your documents that may cause changes to the code syntax – for example by removing or adding extra spaces – autocorrect has different priorities than keeping the tracking code valid. You can also use the old GA code as a misconfiguration, which is still present on some sites. It is worth using Google’s recommendations and switching to new products suggested by them, which usually bring greater possibilities in the field of website control and analysis.

B. Errors also happen during the configuration of the Tag Manager – Here, the problems are mainly due to incorrect settings of the Exclude / Include filters, the assumption of which is to screen out information about unwanted data in the visit statistics. Too rigorous use of any of the filters can cause problems with proper data collection. Among other common problems with gtag.js, there is no container published (the publishing process is longer, the latest changes may not be available immediately) or problems with handling too large HTTP requests.

C. Using another account – the tracking code is associated with a specific account – in the case of incorrect data, it is worth checking if we are trying to analyze from an account that is not connected to GA.

D. Custom Code Placement – Analytics code should be in the <head> section of the web page. In the case of niche CMSs or less popular plugins for pasting external codes, the final localization may deviate from Google’s guidelines and as a result may not work properly. It is worth taking advantage of the possibility of pasting the code directly into the website template or using proven plugins.

E. Incomplete conversion data may be caused by the lack of code on all subpages within the domain. You can catch missing subpages.

F. Lack of internal filters – clicking on your website or shop may disrupt the statistics – eliminating internal traffic will allow you to obtain information about conversions that will be more reliable.

G. Inaccurate setting of the goal – the conversion is counted at the moment of achieving the goal, however, incorrect setting of the final moment means that it is not valuable, and the intended goal has not been met. Example – the purpose is to send a form, but the code is placed on the “Contact” tab and as a result, the conversion is counted at the moment of entering this subpage. The form is not sent, and the data collected by the tool does not reflect the number of actually sent forms. Putting the code in the right place – for example on the send button, and even better – on the “thank you” page, displaying information about the correct sending of the message, will allow you to collect real data.

Errors that make it difficult to correctly count conversions in Google Analytics can be due to many reasons. Some of them are trivial, and thus – easy to identify and remove. More complicated cases may require changes to the page code – but it is worth investing the extra time and obtaining the correct data.

Objective settings should be checked from time to time and modified if necessary. It is also important to test your settings and proper billing of conversions, especially after making changes to the site, such as modifying URLs that were related to your goals.

Ecommerce Tracking

Tracking movements in online stores may be different to what happens on other types of sites. Analytics allows you to count transactions, their value, and so on. Controlling this data by an external application allows you to fill in “white spots” that may appear in reports from the store engine. In addition, combining this knowledge with other information about the page will allow you to spot the moments when sales are going the best and those where they drop sharply.

Correct conversion counting is the key to analyzing and planning further development of online stores. Google Analytics enables an in-depth analysis of user behavior and the choices they make. It also allows you to evaluate various sales channels and is invaluable when you need to make a decision to develop or eliminate one of them.

Ecommerce tracking should be included in your reports, and code should be placed within your website to collect more detailed data. Due to the more complicated structure of the code, its introduction will require cooperation with a programmer who will take care of its proper implementation. Next, in the Administration tab, in the appropriate data view, there is the E-commerce settings item, which you must enable and save your selection.

The data collected by e-commerce tracking is transaction and product specific.

Information about the transaction consists of a transaction identifier, which allows it to be counted only once per session (the lack of an identifier could result in the same transaction being counted multiple times, e.g. when reloading the thank you page by the user), affiliation – understood as the store where the transaction took place, revenues – transaction amount, delivery – delivery costs and tax.

The product in Google Analytics also has similar values – transaction ID, product name, SKU code (unique product code, assigned in the internal company database), the category in which the product is located, price and its quantity.

In addition to the transaction identifier, and in the case of the Product also its name, the rest of the parameters are collected optionally.

Standard reports can be used to analyze the data collected in e-commerce tracking:
– an overview, which is a general summary of the information collected,
– product effectiveness,
– sales effectiveness,
– transactions,
– time to buy.

E-commerce – data that sells

Extending the sales statistics with data from Google Analytics will allow you to adjust the sales method to the current trends and customer expectations. Detailed analysis of user behavior – incl. analysis of the time that elapses from entering the website for the first time until the moment of making a purchase may initiate the rebuilding of the store and the introduction of improvements that will help him make the final decision.

The online store has much more than just the shopping cart in which the transaction data is collected. Analytics allows you to observe customer behavior across the platform – e.g. checking articles in the blog section – e.g. which ultimately make the customer allow himself to buy a given product. Controlling traffic in the store also allows you to catch problems on the platform – e.g. bugs or places that, for unknown reasons, load slower, causing customer frustration and cart abandonment.

Comprehensive monitoring of activities also facilitates further planning of the strategy and selection of the most effective way to maintain and increase sales in the next period. Using the available tools, their correct implementation and data analysis allow for taking more effective actions that save time and money. Greater knowledge about the movement and steps of customers will allow you to choose more effective solutions, tailored to the needs of customers. Being ahead of the competition and reaching customers effectively also allows you to leave the competition far behind.

Correctly counting conversions in Google Analytics and using all available program options facilitates quick response to trends and changes in the market, which are a natural phenomenon in the case of E-commerce. The knowledge gathered by Analytics allows you to create Google Ads campaigns that sell.

The e-commerce industry is developing dynamically, and the number of people who decide to buy online is growing every year, and the pandemic has only accelerated this process. Clothing and accessories are among the goods that we buy most often on the Web. This is good news for you, but you also need to remember that along with the demand to buy outfits online, so does the supply. That is why it is so important – apart from an interesting, unique offer, good prices or well-thought-out brand building – an effective advertisement for an online store with clothes.

Advertising of an online clothes store – what does it consist of?

The world of on-line advertising is extremely vast. That is why there is a lot of tools waiting for you with which you can promote yourself. What can you choose from? The key solutions are:

… And therefore advertising conducted mainly in the Internet search engine. If you are not on Google, you do not exist. If you want to increase your reach quickly, you can invest in advertising on this site. Its key aspect is the so-called sponsored links, i.e. those displayed to recipients above the organic search results, at the very top of the page.

But that’s not all. The Google advertising platform also gives you the possibility of conducting campaigns on external portals – a link to your website will appear there in the form of a clickable banner.
A hellishly effective form of advertising clothes is also Google Shopping – a tool that gives you the opportunity to run product campaigns directly on the search engine page. When the customer enters the name of the product you have in your assortment, your store’s offer – with a photo of the product – will be displayed directly to him, along with the price. It therefore increases the likelihood of conversion.

Advertising of the online store with clothes in social media

Fashion is a topic that arouses wide interest among Internet users. That is why it is worth reaching them, for example, through promotion on Facebook or Instagram. First of all, use the basic and free promotion tools – run your store profiles in key social media and present interesting styles there. You can also actively contribute to groups related to fashion topics. This way, you will increase your organic ranges step by step.

Paid advertising tools offer equally many interesting options – in social media, just like in Google, you can precisely define the target audience and the purpose of advertising. Regardless of whether you want to increase the visibility and awareness of your brand, or support a specific promotional campaign and increase conversion – you can choose the form of communication that will bring the best results – e.g. remarketing.

Content marketing

Content marketing will work especially in the context of image advertising and website positioning, but also as a supplement to other promotional channels. For example, by running a blog on your e-shop’s website, you can present your own valuable content on social media profiles, and at the same time support long-tail positioning. But that’s not all. It is also worth remembering about sponsored articles – posted on fashion portals will allow you not only to build valuable links with references to your e-store, but also increase the visibility of your offer.

SEO

Activities related to increasing “organic” visibility in search engines are a complement to classic advertising campaigns and one of the key elements of effective e-store promotion on the Web. In this context, it is worth taking care of the optimization of the online store for search engines – i.e. supplement it with valuable descriptions of categories, subcategories and, if possible, the products themselves, or build a strong link profile and optimize images.

Effective advertising of an online clothes store, i.e. what?

Just learning about the tools with which you can promote yourself on the Web is only the first step towards making your online clothing store advertising a real success. It is important both where and how you run the campaign.

It is worth remembering that:

Clearly define the target group to which the advertising message will be directed. It will depend on what clothes you offer – e.g. women’s or men’s, youth-style or rather business-style. It is worth outlining specific customer personas so as to personalize the messages prepared for them.

Clearly define the purpose of the conducted advertising campaign – the ultimate one is, of course, the improvement of sales results, but … the marketing funnel is much longer. Therefore, image-building campaigns that build brand awareness or aimed at acquiring leads also work well – e.g. in order to be able to run a mailing campaign later.

Configure ads correctly – although advertising panels on Google or Facebook seem quite easy to use, in fact an inexperienced user may set the campaign parameters incorrectly, and as a result – waste the communication potential. The subsequent optimization of the campaign is extremely important in order to invest money as effectively as possible.

Observe the results of ongoing promotional activities on an ongoing basis – monitoring with the use of analytical tools will allow for possible corrections or drawing conclusions for the next campaign.

This article, of course, only generally answers your question about the preferred forms of advertising for an online clothes store. However, take a look around our blog – you will find here a lot of inspiration and knowledge on various areas of marketing that will allow you to make an informed decision.

What is SEO audit?

Audit is control. In enterprises, this wording is used primarily in the financial and organizational context. By adding “seo” to it, we signal focus on this sphere, so: AUDIT SEO – controlling the adaptation of the website to the guidelines of search engines; assessment of the solutions and technologies used and the keyword strategy adopted; assessment of the effectiveness of actions to increase the level of visibility on the web.

A comprehensive audit aims to assess existing efforts to increase visibility. It can be carried out regardless of whether they were taken or not. The task of the auditor is not only to analyze specific solutions or to place keywords in a given headline, but also to look from a broader perspective, taking into account current trends in search engine guidelines.

When SEO audit should be carried out?

In the company’s life cycle, audits are performed at several strategic points. It is similar with a seo audit. Three moments can be distinguished here in particular:

A. start of the page or its redesign, combined with a change in some functionalities – a change in the page often introduces confusion in brand visibility, especially if it is not carried out under the watchful eye of a specialist. Changes in URLs, page layout, content modification or limiting them … a look with a trained eye allows you to overcome this chaos and identify places that could potentially delay ranking in positions. In the case of starting the page (we mean not only starting from scratch but also refreshing it, connected e.g. with a change in CMS), it is worth handing it over to the positioner before it becomes available to the public. Earlier evaluation of solutions and introduction of modifications during work on the site will facilitate activities not only for positioners, but also developers who build the site.

B. a sharp decrease in visibility, no traffic from the search engine – at the time when such a dramatic change occurs, it is necessary to determine its causes. While the fluctuation is not caused by a modification of the algorithm of a given industry (such as high-profile changes in the medical industry that caused turbulence in traffic even on the largest health portals), which will be easier to track, drops in one domain will require deeper analysis and observation.

C. launching the campaign on other platforms and expanding marketing activities in the media – why is an audit necessary in such a situation? Let’s say you start activities and sales in an online store. Because of the products, you focus primarily on social media activities. Not every customer will go to the page directly from the Instagram bio link – some will look for the company in the search engine. Some will not remember the brand name and will search for terms associated with it or, e.g., hashtags, which they use on Instagram. Good visibility built around these slogans and proper presence in SERPs does not allow “clients” to be “lost” and will help direct them straight to the product card.

A comprehensive assessment of activities, made at a strategic moment and by an independent observer, is a great basis for organizing further work. Thanks to the knowledge contained in the audit, work planning and necessary time and financial expenses will be much easier.

To provide a full answer to the question of when it is worth performing a seo audit, it is also worth mentioning the necessity or need to check the activities of the positioning company. The subject may seem quite controversial, after all, “non-binding and free” audits are one of the methods of taking over customers. However, if we manage to abandon negative associations, we can easily see that the audit can help “look fresh” at the site and it is possible that we can see the potential for action in new places. More on how to look at the audit will be provided later in the text.

What gives a site audit for over $ 2,000?

How to start here without clichés … paid audits allow for an individual approach to the site. The price of a comprehensive audit is made up of many factors, primarily the time, knowledge and experience of the positioners who carry it out. Added to this is the cost of paid tools, which we support when evaluating a website or site.

Packet audit – this is the solution for those who prefer to have full clarity and all information in one place. The audit in the package covers everything that is smaller than it. The information contained in the document is expanded, however, with further elements that broaden the scope of data on visibility in the search engine and deepen their analysis.

Let’s discuss the following elements of the audit:

A. meta tag analysis – checking the elements contained in the <head> part of the page, which are displayed in Google search results. Properly prepared title and meta description will contain relevant keywords and encourage you to enter the website. The audit will provide information on whether these items are saturated with keywords, have the right length, and appear throughout the entire domain. Duplicates will also be indicated.

B. analysis of the page in terms of the lack of duplicates – the audit will indicate all possible copies of the page – whether they are non-redirected versions of http and https, or copies created on subdomains or created during the process of building the page and available to network robots.

C. content analysis on the site – a comprehensive content study will allow you to evaluate the content – its usefulness for the user, keyword saturation and comparison with competitors.

D. head section analysis – in addition to title & meta description, <head> also contains other elements important for positioning – meta robots, some canonical links.

E. correct structure of subpages – control of access to pages, convenience of use and finding information on pages, as well as internal linking – elements important both because of the orientation of web robots on the page but also because of the user’s convenience.

F. correctness of subpage code – indication of errors in the code, incorrect use of html, css, js or broken parts that may interfere with the correct loading of the page or prevent the use of some of its functionalities.

G. analysis of page indexing capabilities – controlling exclusions and bans on web robots that may prevent data collection.

H. analysis of website mobility – not only whether the website is responsive, but also whether the speed and solutions used enable proper use of the website on smaller screens of mobile devices and with a weaker Internet connection.

I. display speed analysis – the issue of page rendering speed also applies to the desktop version; tests allow you to specify elements that delay pages loading and find solutions to eliminate these problems.

J. analysis search console – data collected in Google Search Console allow you to determine the status of the page in the Google index. Audit of older domains without GSC analysis will not be complete – the console provides detailed data on how crawlers crawl, how Google really sees pages and what errors it encounters. In the case of a new, new site and new domain, complete GSC analysis may not be possible – the data collected will be residual.

K. standard link profile analysis – similar to GSC analysis – for a domain with history. The analysis allows determining if and which pages contain links leading to a given domain.

L. detailed analysis of the link profile – a more detailed study of links allows determining the dominant sources of links and assessing their value.

M. detailed analysis of keyword potential – assessment of the selection of keywords based on the number of searches, click-through rates and Google search engine trends specific to a given industry.

N. examination of the substantive content of the page – in the extended version of the audit we also provide information on whether the site contains the necessary data, enabling users to find the necessary information. Deficiencies in product or service descriptions and the need to add additional technical information will be indicated.

O. Crawl Budget – an important element for large websites that provides information on how many pages in a given domain are able to scan the Google search engine.

P. detailed competition analysis – what are they doing better, what makes them higher and / or have better visibility in the search engine? Competition analysis allows you to see solutions that work in a given industry.

Q. detailed analysis of website visibility – during the audit, a wide visibility test is carried out, which requires the use of several independent tools. Analysis of the collected data allows you to get a full picture of the visibility of pages and tips for further development.

R. indications of changes – the extended version of the audit also allows you to include dedicated domain guidelines, whose introduction is aimed at improving the results of the website in Google search. The guidelines apply to all the elements listed above – the selection of keywords, their placement on the page, the number and quality of texts, the speed of the site. The audit also suggests places that allow increasing the diversification of incoming link sources or pointing places for links necessary for a given industry.

How long does it take to audit the website

The time of conducting the seo audit and receiving its final version will depend on the scope in which it is to be performed. This “high-end audit” also contains guidelines and may take up to two weeks to prepare.

The size of the website also has an impact on the duration of the seo audit. Sites with several dozen tabs, due to smaller working material, are analyzed much faster. Larger websites usually require more work. If it is necessary to provide extensive guidelines, deadlines are usually set individually.

What does the positioner do at this time? He prepares at this time an analysis of all the previously mentioned points. The work on some is facilitated by the provision of Google Search Console and Analytics – the data collected by Google robots allows you to quickly outline the main problems and areas where corrections need to be made. During work, other tools are also used to analyze traffic, website statistics and Google search engine data.

How to read a website audit?

Automatic audits, which some agencies use to take over clients, usually highlight all the negative elements that the auditor was able to find. They are dominated by a narrative emphasizing deficiencies and shortcomings – often without indicating specific places where they were noticed. In most cases, it comes down to a critique of the actions of other positioners.

A professional audit will focus on all aspects of the site – it will indicate correctly carried out work and places where the site does not stand out from the competition and does not deviate from Google guidelines.

By analyzing, for example, an online store’s website, the positioner is aware that the store’s engine does not allow changes. Therefore, information on this subject will be included in the audit, with an annotation that the X engine on which the store is located does not allow making the required changes. These types of remarks should be considered when planning the reconstruction of a website. If the CMS used is a niche solution (e.g. proprietary solutions), and the positioner does not have full access to the site, he will not have knowledge about whether given technical solutions allow the introduction of suggested changes.

How do you get started with the suggested changes?

A. Technical issues
By analyzing the page, the positioner indicates problematic places in the code. Some of them result from old solutions that should be replaced by newer ones. Others may require changes and, for example, shifting some snippets of js code, which will allow the website to load faster. In the case of popular CMS and templates, some code fragments are permanently embedded in the solution and their change requires advanced actions on the part of the developer. The introduction of some suggestions may involve additional costs, hence our attention at the beginning of the text – changes on the website should be consulted with the positioner already in the development phase.

B. Content
Some of the sites audited have poor content. Building a text database takes time, but creating content suitable for the user and web robots will pay off in many fields. The comments included in the audit will help determine the direction and prioritize the addition of certain content.

C. Site Links
The audit will contain information on the number and quality of links and compare them with competitors’ links. It will also indicate places where the owner of the page can add a link himself – e.g. by asking contractors to update the data on their page and supplementing them with their link to the page.

SEO audit – positioning game

SEO audit is a great start to website positioning. Having all the knowledge about the current status of the page in one place, you can easily plan changes. Note – performing point-by-point optimization is a persistent task! Preparation and updating of the code, followed by supplementing the content is a process that only in the first phase can take several weeks. It is also worth considering further cooperation with the agency – optimization work and all activities related to it will not disturb the normal work in the company, and the effects will appear faster!