In April 2019, Stikky Media helped Alzheimer’s Society of BC maximize the use of their Google Grants budget by increasing CTR by an astonishing 40%. This case study explains the challenge, the solution and how we helped our client move the needle through some of our best search engine marketing work this year.
What is a Bounce Rate? Why Should You Care? In this blog we will walk through bounce rates with a focus on optimizing for conversions. You’ll learn the questions that will help you better understand why people leave your site quickly as well as the powerful business benefits of reducing your bounce rate.
Google Analytics defines bounce rate as the percentage of single-page visits where the person left the site without doing any other interaction. It is a measure of the percentage of people who land on your website and fail to do anything else such as click on a menu item, or follow any internal links leading to other pages on your site. What we can get from this is that the visitor was not interested because they either did not find what they were looking for, there were technical issues like error messages and slow loading of the page, or that the site is not user-friendly or professional-looking. All of these things can be a contributor to bounce rate being high. A high bounce rate for an eCommerce site means that you get fewer conversions.
Headz.ca, operated by the Sanctuary of the Rastafarian Order, delivers high quality mail order marijuana, referred to as sacrament, across Canada. With dedication to their customers and aspirations of significant growth in both brand awareness and revenue, they are on a mission to become the largest and most successful mail order medical marijuana company in Canada. With the help of the Stikky Media team, they’re well on the way to being exactly that.
However, the outlook wasn’t always as positive as it is today.
After a summer full of sun, fun and maybe summer work for some students, it’s now time to head back to the classroom and hit the books. There’s little I personally like more than the back-to-school time of year, despite the fact that I’m no longer a student. I love the warm sweaters, new books, changing leaves and especially: learning new things.
I would like to share some of my knowledge and wisdom for business and marketing students beginning their degree or returning for another year.
You will learn lots of information and skills in university, but, if you don’t master these 5 basic skills, you will likely have a hard time succeeding in today’s fast-paced marketing world.
Writing is the most essential and most useful skill you will ever develop as a marketing professional. Get your writing skills in order.
The ability to communicate using the written word has many, many purposes. Purposes that go far beyond your boss being able to understand your emails. Good writing, as it turns out, is a plain, good, life skill.
According to research, those who write well have a better chance of getting promoted in their chosen profession. Why? Because writing well means having the ability to communicate well.
Communicating well is essential to becoming successful at marketing.
In marketing, writing well will be beneficial to you as you will probably be asked to write blog posts, prepare presentations, and build proposals or reports. Without a well-developed foundation in writing, completing those common tasks required in the field of marketing could be difficult.
2. Basic Web Design
Being able to manage a website is another essential skill for future marketers. Although people in the marketing team are seldom asked to build websites from scratch, it’s useful if you know the following basic web design skills:
- Format and update content.
- Correct small errors.
- Manage plugins in your CMS (Content Management System).
A little ability with HTML and CSS can give you that little extra boost you need to get hired, too, so take that web design course if it fits in your schedule.
3. Social Media Management
Because it’s still considered recent, social media is not yet taught in most business schools though some programs are emerging. Whether you’re looking for a social media degree, certificate, or even an online refresher from a site like Udemy, there are plenty of opportunities to level up your skills. The ability to manage a social media stream and use it as a communications/PR/marketing/customer service tool is increasingly important.
And if nothing else, your personal Twitter account counts as “social media management”. Showing you can maintain a consistent personal brand voice and produce content that engages followers is what matters for employers.
Tomorrow’s marketer is as much at ease with data manipulation as he or she is with creating visuals for a campaign. Marketing initiatives are now so tied to analytics data that it’s hard to do one without the other.
I know, I know, not everyone’s a numbers person (I’m the first one to admit that), but being able to manage both the creative and the qualitative sides of a marketing campaign is going to be essential as everything moves towards the digital space–even TV ads.
It can be a little depressing to be a student today looking at job numbers: fewer and fewer students end up with full-time, permanent jobs when they graduate.
But those who do usually have something special: they spent some time learning how to network effectively and used these skills to make their way into a job. Networking is one of the most fundamental soft skills you need to learn for success in the business world, and the earlier you do so the better.
Networking can be done in person, of course, but there’s also plenty of ways to do it online too.
Ready for the new school year?
With a focus on the 5 essential soft skills (as well as your grades, of course), you have a better chance of succeeding in the marketing world!
In 2007, Avinash Kaushik wrote the definition for digital analytics as:
“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”
The words Avinash Kaushik’s wrote in 2007 ring true today, in 2019, just as they did in 2007. Despite the many changes that have occurred in the digital marketing world since then, the basic concepts behind digital analyses are still applicable.
The digital analysis basics here are: the customer is at the center of the marketing concept and, a customer can start their purchase journey at any point along their decision path. Also, a marketer’s job is to anticipate where customers will appear and what messages they need to hear.
Google Analytics is integral to achieving the last point mentioned above. It is how digital marketing experts learn what customers are saying and how they are behaving.
Google Analytics is used to collect, analyze, and interpret behavioral data. The derived interpretations are then used to make business decisions regarding what should be done online to understand and connect with customers.
Measure Data with Google Analytics
Businesses need to be looking at both quantitative and qualitative digital data in 2019. This is done by using sophisticated analytical tools, like Google Analytics. Businesses also need to be measuring the outcomes determined with that data and implementing a continuous improvement process.
This may sound like a lot of work, because, well…it is! But, now that the internet has become the first point of contact for all customers (B2C or B2B), understanding your customer’s online behaviors has become critical.
How so? Well, consider the fact that 87% of Canadians made online purchases in 2018. What that statistic means is: almost everyone in Canada is shopping online. Therefore, understanding and utilizing generated data regarding your website is critical for businesses to be successful.
Fortunately, Google Analytics can assist with that. The software tool improves your chances of success by collecting data about your customers from all of your online platforms: websites, mobile applications, and social media. This information makes it plain to see where things are going right, going poorly, and, where adjustments are needed.
Google Analytics for Continuous Improvement
In the Google Analytics course, it concludes that a cyclical approach to improving your digital marketing strategy is very useful. The steps for this approach are: measurement, reporting, analysis, testing, repeat.
If your business objectives are solid, the rest should be a breeze (so to speak). You want to be consistently reviewing your measurements and analyzing whether they are in line with achieving the goals you set.
Then, you want to test those metrics to see what to do next. Finally, you should repeat the process and implement any changes that need doing.
Analytics is the Key to Your Bottom-Line
No matter what analytics system you are using, the bottom line is that you should be using one. Your business needs to have an online presence, and you need to have a way of tracking your efforts.
Clearly define your business objectives, then use Google Analytics to test those objectives. Use the digital analytical data to determine if your business’ aim is in line with your customer’s wants and needs. As the picture of customers needs unfolds, adjust your objectives accordingly, and test again.
Learn more about how Google Analytics can benefit your business; contact us for a free 14 point digital marketing assessment.