Each weekend I’ve been looking at the numbers for www.bolencomm.com from Google Analytics. To this point, I’ve been researching and learning how to renovate the site. I haven’t made any significant changes so ups and downs in the statistics have been traceable to offline events.

This week I start to take action, and that action is based on what the Google Analytics are telling me. I signed up for a service delivered by my buddy Scott Frangos. It analyzes the analytics and gives recommendations. The two of us went through the outputs together. It’s a revelation and a blueprint for actions to take to drive appropriate traffic, increase conversions and, ultimately, make sales.

Here are some of the insights:

I’m getting significant traffic from a site that resells Bolen’s services, but they aren’t converting. The referral site is actually several sites. There are different professional associations who use the site, but private label it. So, I need to look at each of those associations and build a landing page for each that is specific to the needs of that industry.

One of the top keyphrases that people use when they click through to the Bolen site is ‘Sarasota advertising agency’. This makes me crazy because Bolen is not an ad agency. In fact, when talking to prospects I refer to Bolen as the ‘un-advertising agency’. That’s because Bolen doesn’t do branding, and the vast majority of my clients shouldn’t be spending their marketing budgets on branding. Then why is this happening? A few years ago I joined the local Advertising Federation and was named the 2006 Ad Man of the Year by the Suncoast Ad Fed. So, what do I do? Scott’s analysis told me to build a landing page for anyone clicking through to the Bolen site using ‘Sarasota ad agency’ or a variant thereof as a search term. The landing page will greet them with that term, and then explain that if they’re a B2B company, an ad agency is not what they need, etc.

The Bolen home page is the exit page for 40.58% of the site visitors. That’s not good. I need to rework the page to make it stickier and the analytics also point to how I can accomplish that. The home page talks about us - Bolen, me - Bob, and why people should use our services. The page should be talking about the needs of the prospect and then show them the way to other pages that are designed to give them more specific information to solve their problems.

This is so valuable. This analysis provides guide posts on the path to true customer-centricity.

Tags: website analytics