The Placebo Effect of Graphs & Charts

Let me clearly state that I prefer placebo's over prescription drugs. The side effects do not last as long. Maybe it is just me, but it seems like some people prefer a colorful graph over answering a bunch of questions. Please don't misunderstand. I am not suggesting that everyone needs to look at raw data. I get it. Data visualization is an excellent method of presentation.

Here is a good example:

You can't help but get excited over the the tremendous increase starting on the 21st. It's dramatic. You must be doing something right! This is the placebo effect of graphs & charts.

Now let's look at the same data over a longer time frame.

Not as exciting, is it? Looking at the same data over a longer time frame shows "spikes" on a regular basis. Buzz Kill.

This is a common problem that many business owners face when presented with marketing data. It just does not have context. We did X and we got Y: Therefore our marketing worked!

There is a really useful feature in Google Analytics that is often overlooked by business owners. It is called annotation.

You really have to look for it.

In Google Analytics click AUDIENCE then directly underneath it click Overview. Now look at the chart to the right in Google Analytics.

Do you see it? Look directly underneath Jul 22 ⬇️.

 When you click the arrow you can create a new annotation.

Annotations are a great way to record what changes you have made to your marketing to get a handle on cause and effect.

Annotations get you past the placebo effect of graphs & charts and help you make connections to real activities/actions. You can use annotations for non web based marketing events to determine if they had an effect on driving traffic to your website.

Once you have implemented annotations, look for patterns over time. If every time you send a particular email campaign your traffic spikes, then you may be on to something. You may want to read Does Increasing Website Traffic Increase Sales? to put this context.

Totally nerd blog I know. Don't be a hater because I got certified in Google Analytics before I became a marketer.

Have Questions? Schedule A Time To Talk.

How To Use A Form For Lead Generation

Lead Generation:

That is what your website is supposed to do!

Every landing page on your website is an opportunity to capture a new lead.

The use of forms to capture leads is extremely effective.

In order to have forms that capture leads you need to understand:

• Placement
• Positioning
• Length
• Fields-What to ask
• Submit Button

   

   

   

  Lead Generation:

  Starts with a great content offer!

   Emerson's Law of Compensation says if you want more, give more.
  Content offers are the foundation of a Give/Get strategy.
  If you want visitors to your website to give you information, you need to provide a content offer that allows them to get something in return.

   

  Placement/Positioning

  Make it easy to find. 90% of visitors do not scroll past the fold! As seen above, make the form easy to see above the fold.  While your content may be great, don't bet against the data by placing your form at the bottom of the content.
  Download Our Free Checklist
  How To Run 
  A
  Lead Generation Campaign Using Inbound Marketing
  

   

  Length

  Research has shown that shorter forms get more conversions. This requires you to really think about what information you really need to determine if the lead is a high quality lead. Quality over quantity is best for lead generation. Also, consider using smart forms. Smart forms allow you to to build a lead profile without having to have them fill out the entire form again.  Once the initial information is gathered, a new piece is information is gathered without filling out the entire form the next time.  The use of smart forms allows you to build a lead profile and can provide meaningful business intelligence in determining lead qualification.
  The data below is from a actual client that shortened their form and dramatically improved their conversion rate.

  

   

   

  Fields- What to Ask

  The graphic above shows the dramatic impact of shortening a form and only asking for information that is relevant. If you are using a form for RFQ's then you may need very specific information. Allowing an attachment to the form can provide you with the relevant information to have an informed discussion with your prospect. Only ask for what you really need.
  
  

  Submit Button

  
  Nobody wants to submit! Use any word other than submit. Keep the copy short. Click Here. Download Now. Go. I'm Ready.  You get the idea.

Topics: Lead Generation

How To Set Up Messaging On Your Google My Business Page

How To Set Up Messaging On Google My Business

Here are the Step By Step instructions

to

set up messaging on your

Google My Business Page.

Login to your Google My Business page.

Once you have logged in Click the Blue Business icon next to the three dots on the far right.

After you click the blue icon you will see a menu like the one below.

Click Messaging.

Then enter the number you want to use and click next.

 Next enter your confirmation code.

 Google My Business will now let you know if you were successful.

You can now set up a personalized greeting for those that want to chat with you via your Google My Business page.

If you click you should see  the main page again.

If you want to change the number to use for messaging on your Google My Business account, you click edit number.

Worried about receiving messages 24 hours a day? Click Messaging in the main menu and you should see this:

You can turn Chat off.

To turn Chat back on your Google My Business Page just click the toggle( Don't forget to click save).

Click Here for more FREE business Building Tools?