maximize your website performance using rise and … · copywriting & implementation • when...

Association Technology Solutions

WEBINAR SERIES

MAXIMIZE YOUR WEBSITE PERFORMANCE USING RISE

AND DIGITAL ANALYTICS

Presented by:Association Technology Solutions


ABOUT ATS

• Serving iMIS community since 1995

• Full-service Authorized iMIS Solutions Provider (AiSP)

• Application development to extend the functionality of iMIS

• 2015 & 2016 Authorized iMIS Solution Provider (AiSP) of the Year


Moderator:

Richard BanksSales ManagerAssociation Technology Solutions, LLCDirect: (571) 213-4785Email: [email protected]

Presenter:

Stephanie HarmsTechnical Support SpecialistAssociation Technology Solutions, LLCDirect: (404) 216-2801Email: [email protected]

HOSTED BY


USING GOTOWEBINAR

• Attendees are muted to reduce background noise

• Remember to ask questions via the Questions panel

• Questions will be answered during Q&A after presentation is complete


WHAT IS SEARCH ENGINE OPTIMIZATION?

Search engine optimization (SEO) is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.


WHERE DO I START?


1. RESEARCH & ANALYSIS

Keyword research is the first place to begin when starting your SEO journey. Determining what keywords to rank for is the foundation of creating a strong presence for your association.

Three items to think about when choosing keywords

• Relevant to your site: not too broad but concise• High search volume: what are people searching• Competition: what are some keywords that your competitors my be using

Google Trends is a good place to start your keyword research and it’s FREE!


2. IDENTIFYING KEYWORD OPPORTUNITIES

After researching keywords and trends, determine which keywords best match your association. You don’t have to do all the heavy lifting yourself.

Use a free service such as Google Keyword Planner. You can enter one or multiple keywords or even your website address, and it will return a list of related keywords along with simple metrics to determine how strong the competition is around each one and how many searches it gets on a global and local level.


GOOGLE KEYWORD PLANNER


3. ONSITE CODING & IMPLEMENTATION

The optimal structure for a website looks like a pyramid. When a search engine is crawling through your website, it arrives at the homepage, then it navigates to all your other pages through internal links.

If you have important content hidden in your website that may draw a user, the search engine bots can’t find them; therefore, your page won’t display on search results.


ADD GOOGLE ANALYTICS TRACKING

In RiSE under Manage Websites, select Advanced. You can enter the Google Analytics script right into iMIS.


RISE: WEBSITE DESCRIPTION

Under RiSE, navigate to the content page that is your website’s home page and fill out the Description area. When your website appears on search results, the description will appear below the url. Keep this description to 20 words or less.


4. COPYWRITING & IMPLEMENTATION

• When creating copy for your website, keep it clear and concise.

• More than half of the visitors to your website will leave after 15 seconds!

• If you can keep people on your site for 30 seconds, there is a greater chance they will stay much longer – even up to 2 minutes or more.


FOLDER & CONTENT NAMING

When creating content pages, change the publish file name to have “ – “ instead of “_” between the words.


DESCRIPTIONS & KEYWORDS

For content pages you create, you can add a Description/Summary as well as Keywords/Metatags under the Properties tag.


ALT TEXT FOR IMAGES

When adding an image to a content page, give the image alt text. It will help it appear in search engine results for images.

To edit the image properties, right click on the image and select the first icon.


5. SPEED & SITE BUILDING

• Try to refrain from using animations that start when people enter your website

• Keep images small to allow pages to load faster

• Keep background images clean to allow visitors to find information easily


SITE SPEED OVERVIEW – GOOGLE ANALYTICS

Google tracks the average time it takes to load pages and gives you suggestions on how to make pages with slower load speeds faster.


6. MARKETING & LINK BUILDING

• When you bring people back to your site using an external link, from an email for example, add Google tracking to the link to get greater insight about the individual who clicked on the link. You can also track the link back to a particular campaign you may be running.

• Use Google Analytics campaign URL builder and use the new URL in your mass e-mails or on social media

– https://ga-dev-tools.appspot.com/campaign-url-builder/


CAMPAIGN TRACKING

After implementing your links, you can track your campaigns in Google Analytics by going to Acquisition Campaigns.


HAVE THE ATS ONLINE MARKETPLACE?

The ATS Online Marketplace has the ability to add a source code to any url. When you send out an email, the source code will be directly saved into iMIS with the transaction letting you immediately track the financial impact of any specific email.

For example, if you add a source code of SPRING2018 to any url that goes to the store, all transactions will be marked in iMIS with that same source code of SPRING2018.


7. RANKING REPORT & TRACKING

Google Analytics provides so much information about your website.

What are some key statistics to look at for reporting purposes?

• Bounce rate

• Top Landing Pages

• Acquisition/All Channels

• Conversions

• Behavior Flow


REAL TIME REPORTS


AUDIENCE OVERVIEW REPORTS


ACQUISITION REPORTS


SEARCH CONSOLE REPORTS


SEARCH QUERY BASED ON LANDING PAGE


BEHAVIOR FLOW REPORT


CONVERSION TRACKING

Track registrations and product purchases by setting up goal tracking in Google Analytics.


GOOGLE ANALYTICS PLUG-IN

• Add the Google Analytics plug-in to your Chrome browser

– https://chrome.google.com/webstore/detail/page-analytics-by-google

• Once you have added it, sign into your Google Analytics account.

• Navigate to your website and select the icon to turn it on.

• Now you can see how people click on links in your website.

https://chrome.google.com/webstore/detail/page-analytics-by-google


GOOGLE ANALYTICS PLUG-IN


GOOGLE ANALYTICS ENHANCED ECOMMERCE

Have the ATS Marketplace?

The enhanced ecommerce plug-in for analytics.js enables the measurement of user interactions with products on ecommerce websites across the user's shopping experience, including: product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, and transactions.


ENHANCED ECOMMERCE SETUP

• Create an account at Google Analytics

• Enable Google Analytics in Store Settings by setting ConfigGoogleAnalyticsEnhancedCommerce to true

• Enter your Google Analytics key into the store setting called ConfigGoogleAnalyticsTrackingID


WHAT IS TRACKED IN THE MARKETPLACE?

• Impressions – Featured Items, Best Sellers, People Who Bought This Bought That, Upsell, Cross sell, Substitute, Specials, Newest Items, Search Results

• Details – Product, event, dues detail pages

• Add To Cart

• View Cart

• Shipping

• Payment

• Final Checkout


GOOGLE ANALYTICS ECOMMERCE


Moderator:

Richard BanksSales ManagerAssociation Technology Solutions, LLCDirect: (571) 213-4785Email: [email protected]

Presenter:

Stephanie HarmsTechnical Support SpecialistAssociation Technology Solutions, LLCDirect: (404) 216-2801Email: [email protected]

QUESTIONS & ANSWERS


MORE FROM ATS

Looking for more from the experts at ATS?

Other Questions?Email: [email protected]

Online: http://www.atsol.org

Phone: (720) 945-7252

Upcoming Webinars Past Webinarshttp://atsol.org/Webinars

schedule of upcoming webinarshttp://atsol.org/PastWebinars

video recordings and downloadable presentation slides

mailto:[email protected]

http://www.atsol.org/

http://atsol.org/Webinars

http://atsol.org/PastWebinars

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