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Home > Learning Center > Experts > Brad Kleinman
Brad decided at a very young age he did not want to be a typical 40-hour-a-week employee. Brad learned HTML in high school, and has been dabbling with web technology ever since.

Brad Kleinman

Director of Education, WorkSmart eMarketing LLC

 (www.worksmart-emarketing.com)


Brad decided at a very young age he did not want to be a typical 40-hour-a-week employee. Brad learned HTML in high school, and has been dabbling with web technology ever since.

Over the past several years, Brad has been Director of Business Development at a high growth web technology company and Associate Director of a local college. He is currently the Chief Marketing Officer at WorkSmart eMarketing LLC, an integrated marketing agency focused on helping clients grow with eMarketing and social media.

With so many different things I can do with my website, how do I know what actually converts visitors to customers or clients?

Whenever you have a website, you need to understand that the odds are stacked against you in terms of people liking what they see, staying on your site and converting into a customer.  Two-thirds of the people that come to your site arent going to like what they see and are never going to come back.

There are a lot of things you can do to your website, but theres no silver bullet to whats going to make them convert.  For some sites, its essential to have a large site with lots of pages and content being updated frequently.  Other sites may only have a few pages, but because of who theyre targeting and how theyre using their emarketing techniques, they may only need a short video or a form to get those visitors to reach the businesss goal.

This webinar will take a look at what your website should have and what it should do.  From my perspective, the most important thing you need to be doing is tracking and measuring whats actually working.  You can do this through analytical tracking software.  My personal favorite is Google Analytics. 

Google Analytics (offered for free at google.com/analytics) is powerful and easy to set up.  You can have great content on your site, but unless people are going to the site, interacting and converting, it doesnt matter what the site looks like. 

Its important to keep an eye on your analytics look at your reports once a week at the end of the week.  Or have Google Analytics automatically send you a report for that week or month. 

There needs to be a closed loop feedback system.  Look at the data to see what happened and then decide how you can improve.  Look at your website like you look at your business plan its not something that should stay the same if its not reaching the objectives you set up.

The most important key performance indicators on Google Analytics are:

-    How many people have come to your site?
-    What are the top referral sources?
-    What is your bounce rate? (percentage of users that leave after just looking at one page)
-    Goal conversion. 

 
Goal conversion is the most underutilized area of Google Analytics.  As an emarketer, Ive always seen this part as the most critical because it helps us determine the percentage of visitors we get to achieve the goal were after.  Your goal may be to get a visitor to buy a product on your website.  In that case, you can set up a goal that would be triggered once a user reaches a payment received confirmation page.
We know that not everyone is selling products.  But the strategy is the same.  You need a primary and secondary goal for everyone coming to your site.

What is your goal?  Signing up for an e-mail newsletter?  Watching a certain video?  Each of those goals could have associated goal values.  By keeping track of our goal conversions, we can see which emarketing technique provided the most conversions, which goals have we been most successful at achieving and how do we determine the transformation in strategies we should take based upon actual, measurable results.

Well be covering these topics and more on our Thursday webinar.  I hope youll join us.

Happy emarketing!