Designing the website navigation is the fundamental step to building your website. Getting it right is essential for your website’s success as it will determine whether your site creates confusion or appears as a well-organized and well-framed design that takes your customers exactly where they want to go. It not only helps the customers get around the website but, helps you as the website developer displays the most important information on your site. Navigation is the doorway that guides customers through the content of the website.
A good website navigation design helps the user to easily surf and go through the website, leading to better interest generation and conversion. So, your ability to lay a good foundation for the website will determine to a great degree the success you will generate. Here are some rules to take into account for an effective navigation system.
You need to develop the content for the website before engaging with the design layout for navigating the site. The usability of the website depends on your ability to have an overview of the content and at the same time be able to understand and manipulate it. The design must be approached keeping in mind the users’ perspective and their ability to relate to the content rather than the creator’s vision.
What you need to consider are the pages that can be created so that content can be divided into paragraphs to form into sensible sub-headings or content tabs, making it relatable and functionally feasible for all types of users and allow for future addition to the
Users want to access the information they want without much difficulty or without too much time consumption. Keeping the navigation simple will ensure that the usability of the website is not hampered.
Make sure that the navigation bar is visible and easy to spot, and not cluttered within the content. The navigation area itself should not be crowded, and users should be presented with minimum choices without it limiting their options. Organizing the content effectively is key to simplifying navigation which will be beneficial both for the customers and the owners of the website.
As the screen of a computer is generally in landscape format, it makes sense to orient your navigation horizontally to make for easier viewing. However, e-commerce websites, which have to list numerous articles, tend to go for vertical navigation. This is done to avoid cluttering that would have resulted if they picked the horizontal orientation.
This is rarely an important decision as most web designers will make your site fully responsive to all the different devices (laptop, phone, or pad) in common use today. Every Site Web Design Proof build works well on all platforms
It is important to list the navigation bar in a way so as to correctly lead the customer to the desired content on the website. The purpose of a tab or button should be indicative of the name or title of the tab. The use of ambiguous or misleading terms will misdirect customers, and this will imply the failure of the navigation system. The purpose of effective navigation design is to direct the customers to desired destinations that are relevant to the customers’ intention of visiting the website, to begin with.
Using general terms can lead to the term covering a broad area that is not conducive to the customer or site owner’s purpose or end. Hence, it is essential that terms denote correctly and precisely what content lies within them.
The idea is not to confuse the website users but to make the experience the least chaotic. Keep the number of available options minimum but sufficient for the customers. The number of options available should be sufficient without overwhelming the users of the website. Keep the number of navigation menus at a minimum. Creating sub-sections within top-level buttons helps to break down the content into clearly defined sections. A top-down menu is the most popular option when it comes to breaking down the content of the website. A long list can prevent users from gaining access to the most important content of the site.
The aim of the website is to provide customers the maximum amount of information without causing confusion to them. Hence, the lesser the options, the more effective the website.
It is important that the navigation design is consistent throughout the site. A user-friendly site is one in which content is laid out consistently to familiarize the format to the customer. The same color, font, type, and place of the navigation bar should be maintained throughout the site so as not to be frustrating for visitors who are likely to direct their searches to other websites. Navigation should be designed so as to give users an easy knowledge of how to move through the site without being bothered by familiarizing them with new designs with every passing page.
To keep the customers from shifting allegiance out of frustration, it is essential that they feel like they know the page well and can navigate it without any problem. Familiarity, in this case, does not breed contempt.
The three-click rule simply states that the users should be able to reach or access the information they seek within three clicks. And upon finding the required data, they should be aptly reminded and made aware of the information thus uncovered. The three-click rule minimizes the time and effort required to get access to the information desired. Minimum efforts but maximum results are the key philosophy of this rule. Otherwise, users might get frustrated.
The user, upon reaching the information must be made aware that what the user sought has been found. Highlight the section that they are in. It must also be ensured that a key to the main menu or home page is provided so that in one click, the user is able to go back to the main.
Hi, my name is Reno and welcome on LivingWithPixels Today we’re going to dive into Adobe Xd. So if you’re interested in learning Adobe Xd, you want to get into the world of web design, but you’ve never used the tool, and you know that this is the right tool to create websites, because it is then this video is for you We’re going to create This project, together, It’s a very simple header image for a travel website. It’S not really a complete website, but it’s just to show you the basics. It has a button over here. It has a shadow. In the background It has this cool font. I’M going to give you all the icons and the text and the fonts and the images that you’re seeing over here, so you can download them. So, let’s just get started with this project All right. So the first thing that you’re going to see if you open, Adobe Xd, is this screen.
I see my recent files over here because I’ve already created a lot of projects inside of Adobe Xd, But what you’re going to do? If you want to design a website, is you want to go into the custom size over here? This looks like a website, but it’s not the right size for a website design. What I suggest you do is always start with 1400 by 800. If you, then press Enter you’re going to get an art board. This is your artboard, and this is where we’re going to create the design. Now, let’s go over the basics, really quick, It’s a very simple tool compared to all the other Adobe tools. So if you’ve worked in another Adobe tool, this will not be that hard On the left over here. You have your selection tool. You have the rectangle the circle, the triangle. You have the line tool, the pen tool that you maybe know from Photoshop and, of course, the text tool.
Over here you have the design and a prototype feature For this video we’re going to just focus on creating the design, because we’re not going to make it too complicated And over here you have the controls. So if you click on a specific item, you can change the controls of that specific item over here. So that’s actually all you need to know You can zoom in with commands and then scroll on a Mac or on a Windows. I think it’s Alt, so just zoom or if you’re, on a MacBook or on a laptop. You can just use your fingers on your track pad to zoom in or you can use the tool over here to zoom in on a specific point on the canvas
Right now, I’m going to zoom out By the way you move around in your artboard by holding space. So if you hold space, you can move around your artboard, So you zoom in you press space and then you go back to your selection tool. So if you’re designing websites, you always have space on both sides, Because all websites have the content in the middle and then there’s white space on the left and on the right, And you want to prepare that And you’re going to prepare that with the grid option. So if you check this grid option you’re going to see a few settings over here, I’ve already set mine up, So you can just copy these numbers. You need two columns. You need 1140 in width. That’S the distance from here to here And over here you’re going to need 130 And if you’re going to use these numbers, you will have the perfect size for an average modern website. So this is my advice to start with all right, So just leave that click away all right. So now we’re going to import our first image.
And I have prepared all of the things that I need for this tutorial in this folder and you can download all of these files in the description. It’S just one link download it onto your computer unzip it, and then you will have the same files as me. So the first thing that I’m going to do is grab one of those images. I’Ve just grabbed those images off unsplash.com, That’s also a nice tip. If you want to get into web design. Unsplash.Com is a great website to get your images. If you need a photo of Amsterdam, for example, you’re just going to click on it And you can freely use these pictures, because these pictures are copyright-free.
So that is super nice. So I’ve prepared these two images So we’re going to go back to Adobe, Xd open the finder and you can just drag in an image from your folder or your Explorer and just drag it in here and then it’s very big. So I’m going to zoom out a little bit and I’m going to make it a lot smaller. You can just drag the corner over here and place it inside of your artboards. Just do it like this and then place it in the middle. You will see those blue lines which will help you align your image, all right, I’m going to zoom in for now.
And right now I want to lock this image, so I cannot move it anymore, and that is nice when you’re working with a lot of things on top of this image, So I’m going to right click and click on lock. You can also use command, L or Ctrl L on Windows and then we’re going to work with our first text. So we’re going to click on the text tool over here and you’re just going to click somewhere over here and we’re going to create a title. So, for example, I’m going to type Travel & Go that’s the logo or the company. So now we are inside of the text tool, I’m going to click again on the selection tool, And now I can change the settings of this title over here. You can easily make a title bigger and smaller by grabbing this little circle over here. That’S the easy way, but you can also just type in a number over here So, for example, 62 or another number. You can change the font or the typeface over here.
And I’ve also prepared two fonts over here that you can install on your own computer, which I’m using in this tutorial. So I would advise you that you can install these fonts before you’re going to move on. So you will have the same style as me, But of course you can also use your own fonts. It doesn’t really matter So now, I’m going to change this one to Montserrat and it’s a very modern font For this tutorial. I’M going to use the bulls version.
Maybe you only have the bulls version and that’s okay And now you’re going to see that it looks like this and to make it a little bit nicer, I’m going to change the spacing over here, And this is the space between the individual characters. So for now I’m going to type in -40 And now look at the text boom. Now it looks more like a logo instead of a text. So that’s all I’m going to do for now. I’M going to zoom out Make sure you’re on the selection tool, drag it over here, resize it to a little bit smaller, something like this and make the color white The colors. You can change them over here. So if you click on this color, you could just pick a color over here. So for now, I’m going to grab the white and I’ll just click outside of the artboards. All right.
And by the way, don’t worry about these blue lines. You can just uncheck them over here if you want to see the full result, But right now we’re using them to align all the objects. Okay, I have added this little triangle to make it look more like a logo, So I’m also going to show you how you can do that. So I’m going to go back to my design file and I’m going to click on the text and then I’m going to click on the rectangle. And now I’m going to drag a rectangle and you can do all kinds of shapes.
But I recommend that you use shift, so it will always be a perfect rectangle. So if you then release it somewhere around here At first release, your mouse click and then release the shift, I’m going to click on the selection tool uncheck the border. So we will not have a border And I’m going to give it a color that is somewhere something like this all right: Click back on the selection tool, zoom in a little bit and align it. Okay, I’m going to make it a little bit smaller And for this tutorial, I’m going to leave it like this. It’S not a perfect logo, but it’s something right. Okay, so now we are done with the logo and if you want to drag the logo to another place, then you need to select both of them.
So Adobe Xd has a group option, So what you can do is you can click on one of them hold shift and then click on the other item. So they are both selected and then press command, G or right, mouse click and then group, So command G is create a group. And now you can just drag the logo as one piece So right now. What we’re going to do is we’re going to create the bottom, So I’m going to go back to my design, I’m going to create this section over here And, as you can see, the seven over here has opacity because you can see the water through the character. So that’s a pretty cool effect. It’S also pretty easy to do So. I’M going to go back to my design file and I’m going to grab another text. Click over here, I’m going to type command zero, and now it will be remember that we were. We were still on montserrat,
So that is nice Click over here make this one a lot bigger or something like this, align it to the left And now we’re going to duplicate this one. If you press Alt and then you drag, you can make a duplicate of an item Now make this one smaller, align it to somewhere like this retype, so you double-click it and then you can type it. So I’m going to do something like this. Oh, of course not It’s it’s three out of seven and not seven out of three okay. So now I’ve changed the text. And now all I need to do is click on my seven and align it a little bit And if the mouse doesn’t work, you can also use your arrow tools on your keyboard to align it. The way you like Zoom out a little bit and now press five, And if you press five the opacity over here, will change. If you press seven, it will be 70 %. If you press two, it will it’ll be 20 %.
So now I’m going to press five and it will be 50 % And now you can look through the text over here. So that looks pretty cool already. So now we’re going to create the button over here, So we’re going to go back to my design file. I’M going to zoom in over here. First, I’m going to select the text tool, So click on the text tool Click over here and type, something like Sign up: Click on the selection tool and make this one 16 To make a button look nice. My advice is to always use 16 or 15 for the text size. Otherwise it will just look a little bit cheap or your button will be too big, So 16 or 15 is always a nice size. So now I’m going to click on the rectangle tool and I’m going to drag a rectangle just over the canvas. Something like this
And then release it uncheck the border. Now I want to get the same blue color as the triangle that we had created before And Adobe Xd has a new feature for this, So press space and just drag it and make sure that you can also see the triangle over here Now press I – and If you press, I you’re going to get this eyedropper tool, this color eyedropper tool, And if you click it, then it will select that exact same color. So this is pretty nice. You can also select something like this green, for example. If you want to match your button with the scene, that’s pretty nice, but for now I’m going to just select this blue over here zoom in again, And now I’m going to make this a rounded rectangle How you can do that is: go back to the selection Tool and easily just drag one of these in the corners and just drag it like this.
And, as you can see now it becomes a button. You can also do this by changing this number over here to maybe something like 100 and then it will also be rounded. So now I’m going to place this rectangle under my text, But if I’m going to do that, it will be above my text, And this is where you need the layers, because the layer of the text needs to be above the layer of the button background. So if you click over here, you can see a layer’s icon over here and you can see all of layers that we have created inside of this file. You can see your rectangle over here and the sign up text over here. The rectangle need to be below our sign up text, And now we can drag it up and align it properly, Zoom out a little bit to see if it works And the button, as you can see, is still way too small. So I’m going to grab one of the corners press Alt, so I can skill it on all of these sides and make it a little bit bigger.
Maybe even bigger To make it look really nice I’m going to zoom out – And this looks pretty good. So now I’m going to zoom in again click on the text hold shift and click on the background, So we have selected both of them and we’re going to group those again, so we can select the whole button and align it to the right Now. If you also want to align this button to the same height as this one, you can select both of them, So this group hold shift – and this group and now use this tool over here.
And this will then align both items on the same line And now we’re going to go to the social icons, because we also have some social icons over here, and these are super sharp, as you can see much sharper than the image. In the background, because these are vector icons And for vector icons in Adobe Xd, it’s best to use SVG files, So I’ve also included a few icons for you to try inside of the downloads In the social media, icons, folder, I’ve included a YouTube icon, Instagram and A few other platforms, So I’m going to go back to the exercise file, I’m going to zoom in click on the finder and select a few icons that you want to get For now. I just want to get Snapchat Instagram and YouTube. That will be enough. I’M going to drag them onto the canvas and I’m going to drag them actually outside of our artboards
So click over here, zoom out and now you’re, going to see that these icons are way too big. So, first of all, we’re going to align them properly, So just grab all of them and then click on this tool again, So they will be aligned at the same height Now. If one of those icons is too big, you can, of course also with shift resize them, But for now this is good. We want to make them right, So select all of them, and this is the nice thing about SVG icons. You can change the color inside of Adobe Xd, So make them white over here and click outside of it.
By the way, if you want to get icon files, you can use a website like flaticon.com And on a website like this, you can get icons a lot of them for free. As you can see, I’ve downloaded all of these icons for a client project and I can just use that on the website. So that’s pretty nice. So I’m going to go back to my Adobe Xd grab all of them and make them really small, So resize them. But don’t forget to press shift while you resize them, Make them really small zoom in drag them into your artboards zoom in again. Make sure that your right one is aligned like this, And now I want to have a lot more space between those items and Adobe. Also has a nice tool for this. So if you just drag one of those items to the left and you … By the way hold shift, so it will be just on one straight line And don’t forget to first release your mouse and then the shift And then, if you select all of them, So I’ve now selected only the YouTube one.
So I’m going to also select with shift the Instagram one and Snapchat one, And if I click on this icon, it’s going to give it the same space between those icons. So I’m going to click on it And, as you can see now it has the same. Spacing between all of those icons, I think this is a little bit too much.
So I’m going to make it a little bit less spacing something like this: I’m going to select all of them again click this icon again and now we are done all right So for now I’m going to just uncheck the grid option. For now, I’m going to close the layers and we forgot one thing, and that is the shadow on top over here, Because you can’t really see this logo very well. So if you go back to my final design, you can see that there’s a nice shadow over here, because let me turn it off.
You can see the difference. This is a super nice soft shadow. I will show you how to create that, So we’re going to go back, I’m going to grab the rectangle tool, make a big rectangle, something like this. First, let’s adjust some settings. Uncheck the border go to color click on solid color and click on linear gradients. Now what you want to do? The top one needs to be 100 % black and the bottom. One also needs to be black, but this one has to have 0 % opacity, Because if you do that, then it will create a gradient, and in this case it’s a …
And in this case this creates an upside-down shadow, So that is really nice. So now click on the selection tool again make sure you align it in the corner, Make it bigger like this, And now we need to move it to the back So open. The layers panel again and drag it under almost everything, So I’m going to place it right above the image And if I do this boom You’re going to see that logo will be on top and the button will be on top, and this is way too intense.
So what you want to do now is play with this opacity So, for example, make that 50 55 And now, if you release it click this one away. I actually think that these one are too big, So I’m going to select both of them and make that smaller, And now we have a pretty similar design to this one, and the only thing now we have to do is, of course insert this text, And this Text by the way has a very nice shadow. Let me turn it off, so you can see it. Then it starts floating a little bit. So I will also show you how to do that, and then we have the final design So again go to the text, tool and click over here and type in Travel Click. The selection tool again make it really big go to your folder and in the fonts folder, the font is called great wishes. So if you’ve already installed it, you can go to your Adobe, Xd and type in great wishes And, as you can see, we now have a super super nice font inside of our design.
If you want to align this one in the exact middle of your canvas, you can also use this one and this one And now it will be aligned in the middle. But now the text is in front of his face, So click on the background image. Again, It’s locked so we’re going to unlock that for a minute, Drag that one down and now lock it again And now that looks a lot better. Last thing that we need to do is click on the text and we’re going to add a shadow Zoom in so you can really see what you’re doing uncheck it, and this is a very subtle shadow, but we want to make it a lot. Bigger.
So I think I did something like 10 and maybe 30, And if you increase this one, the shadow will be lower And if you increase this one, the shadow will be more blurry, So zoom out a little bit and we can almost not see it. It’S a very soft shadow, So I want to make it a little bit more intense Click on the shadow and increase the opacity like this
Don’T make your shadows too intense, because that looks cheap And now, if I uncheck it you’re going to see that the text really starts levitating So yeah. I think this is a pretty cool result and if you want to learn more about Adobe Xd, I’m creating a course about Adobe Xd. So if you’ve liked this video, then you might be interested in that course. I’M going to give everybody who watched this video a discount for the course. If you want to get that discount. There’S a link in the description just fill in your email and I will email you when the course is out and there will be a discount link within that email that you can use to sign up for the complete Adobe Xd course. But I just hope that you really liked this basics. Video
If you want to get more videos like this, maybe a little bit more complicated design just leave a comment below on what website you want me to make, and I will create a tutorial about it. Thanks again, This is LivingWithPixels the channel where you’re going to learn how to design, build and sell websites. So thanks a lot for watching. So if you like this video, please give it a thumbs up, because that really helps the algorithm of this channel, and that allows me to create more videos like this So yeah. That’S it. I hope to see you in the next video..
I was chatting with a friend, who was telling me about an ex-client of his.
The client had a site re-design by a family member, and though he had done a lot of link building, the website wasn’t ranking anywhere. His site wasn’t even listed in Google. Was the site banned? On inspection, John Zumwalt found the designer had put a robots.txt file on the site, blocking all robots. A simple mistake, but difficult to spot if you don’t know what you’re looking for. Sometimes professional help is what is needed.
If your site is not being crawled by Google or other search engines, here’s a simple checklist to follow:
Check to see if you have a file called robots.txt. This can appear in any directory but is usually found in the root. Either remove the robots.txt or make sure it conforms to the following robots.txt standard.
Search engines crawl the web, following links from page to page. If you don’t have a link pointing to your page from a page that is already included in Google, it is less likely that Google will find your site. Submit your site to a directory, ask a friend for a link, or beg, borrow or buy. It pays to get links from reliable sources, as opposed to link farms, which Google may discount.
The server may be set up incorrectly, your site may contain code that makes crawling difficult, etc. Luckily, Google offers a reporting tool in the form of Webmaster Central. Use Sitemaps and the Site Status Wizard to help determine potential problems.
Google crawls the site but doesn’t find many pages. Check your linking structures to ensure that important pages are well linked. You may wish to use a pyramid site structure to help organize your site thematically. Remove, or alter, duplicate content. Increase the quality of inbound linking, and avoid poor quality outbound linking. See Matt Cutts comments roughly 3/4’s of the way down.
Google can have problems following animated and coded links. It is safest to provide an all HTML version of your site if using Flash. Google is getting a lot better at following scripted links, however, be sure to check with Webmaster Central if problems persist.
It’s unlikely, but possible, that your site may have been banned. Check with Webmaster Central, and if a ban is in place, try submitting a re-inclusion request. Here’s the definitive guide on submitting a re-inclusion request, straight from the horse’s mouth. Essentially, Google wants to know that the problem has been corrected, and it won’t happen again.
It’s not simply a case of driving traffic to your site – it has to be the ‘right’ people coming in i.e. those you want to do business with. Too often we see the mistake being made of focusing on traffic in general and not targeted traffic.
Website success ultimately comes from conversions, which means visitor interest being turned into a positive next step along the way to doing business with you. That can only happen if you have the right people coming to the site.
Who are your right people? Not everyone who comes to your site is your target audience, same as not everyone you do business with is your ideal customer.
Your customer base will be made up of all types of people, but who is it that really has the potential to grow your business? You need to identify these people (or groups) and make sure your website content is specifically geared up to satisfying their needs. For clarity, these people will typically be the 20% of your customer base who make up 80% of your revenue
Before we start this section, it’s important to make one thing very clear – your content is the most important aspect of your website. To put it into context – the content is as important to your website as food is to a restaurant, or animals are to a zoo. Content IS the reason people come to your site.
So in that vein, it must be written primarily for your identified target market, and only secondly for Google.
Creating content for your audience means you first have to understand their:
If you want to engage with them you have to use the language they’re comfortable with. This means avoiding trade or technical terms if that is not what your audience would use. Many websites are full of acronyms etc. that although well known in the trade are totally lost on the target audience. Another example is language style: lawyers and accountants often use a form of high brow language that is out of sync with their audiences.
However, understanding their language has another key benefit; it means you can use it to bring them into the website in the first place. This is done by using the words they use in their search enquiries prominently in your content.
Google’s primary purpose is to present web pages that relate directly to a searcher’s enquiry. If your content matches these search terms, you are already on the right path for drawing them in.
We strongly advise researching these search terms (known as keywords) before writing your content, so that you can structure your content around the right words for your ‘right’ people. This is known as Keyword Analysis.
Sometimes a simple choice of word can make a huge difference. In the webinar, we used the free Google keyword tool and imagined we were a campervan rental company. We showed a significant difference in the number of people searching for ‘motorhome’ over the word ‘campervan’. We also looked at the potential target market. For motorhome rentals (as opposed to sales) these are likely to be overseas tourists. If we feel that the US is the primary source of these, using ‘motorhome’ won’t be as effective as using ‘Recreational vehicle’, or better still ‘RV’. We also discussed the differences between the short generic terms such as ‘motorhome’ (known as short-tail keywords) and the much more specific long-tail keywords such as ‘Oklahoma City motorhome rental’. These long-tail terms will obviously have fewer people searching for them, but it goes back to the opening diagram, if you are a rental company based in Oklahoma City, the people using these longtails are extremely likely to be your right people.
This diagram shows that each keyword, whether short or longtail, has 3 factors influencing whether it is the right word or not. It needs to be relevant, so in the example above it needs to relate to the particular target audience (RV renters from the US), it needs to carry a high degree of commercial intent (someone looking for a rental company not just in the USA but in Oklahoma is indicating quite an intent to want to hire a van out as they start their trip in Oklahoma City). Competition – this is probably the hardest thing to get right. Obviously, the most obvious terms for each business sector will be highly competitive. Look at alternative keywords that aren’t as competitive. Sure, the number of searchers using them might be less, but you have a much better chance of being shown in the search results.
A huge assumption often made when talking about website traffic is that it is NEW traffic. However, don’t forget about returning visitors. These include existing customers – ideally so that you can sell to them again, either more of the same or better still, other stuff. Returning visitors also include people who have been on the site, liked what they saw, but for whatever reason weren’t ready to take the next step at that point. Often people will need to visit the site several times over as they do their research before they end up doing business with you.
What is it that will get people returning? New content – particularly relevant content. Articles and new product information, plus promotions are key areas for new content additions. Our suggestion is that content is updated every 1 – 2 weeks at least, and that before each bit of new content is added you perform a keyword analysis based on the subject matter to find the most productive terms to base it around.
Today we’re looking at something that will teach you more about your customers. One of the most valuable uses for Google Analytics is being able to see which keywords people searched for in Google that went on to be a conversion. Today I’m going to run you through how you can go about this and on top of that I’m going to show you a trick on how to move past the (not provided) that you will probably run into. I’m going to assume that you have goals set up in Google Analytics, if not, then you should take a read of this article.
Please note that when I refer to a conversion, it’s the same thing as a goal.
The first thing we need to do is set up a custom report that allows you to drill down and extract the keywords that are leading to conversions. The process of doing this is as follows:
Time Saver: If you’re lazy, you’re welcome to click this link and it’ll automatically add the custom report above to your website profile on Google Analytics.
The screen that loads after you’ve saved the custom report shows you the sources of visitors who were converted on your website. You now want to click on the source of choice, “google” if it appears. Follow this by clicking on “organic” if it appears. (If neither “google” nor “organic” appear in the process, this means you haven’t had any conversions from people performing Google searches).
Now you’re left with a list of keywords that your converting customers searched for in Google. That’s incredibly useful information!
From the landing page you might not be able to determine exactly which keyword a person searched for, but you could get an idea at least. For example, on our website there are a large number of (not provided)’s in our list, but when we add Landing Page as a secondary dimension, we can see that a large number of people landing on our SEO Services Page and we can therefore deduce that the keywords leading to a conversion revolve around topics such as “seo” or “seo Oklahoma City” or “Oklahoma City seo” and so forth, because those are the words we’re targeting on those pages.
This approach certainly doesn’t give you exactly which keywords are leading to conversions on your website, but it brings you as close as possible and assists you in understanding the nature of the keywords that are converting and through which areas of your website these conversions are taking place.
Invaluable information like this can be used to further your reach. For example, if we were getting conversions from people searching for “seo Oklahoma City”, for example, and when we Googled, “seo Oklahoma City” we saw that we were ranked in position 9, imagine how many conversions we would get if we moved up to position 1, 2 or 3! The beauty of this approach is that we know that these keywords are converting, so we’re not guessing – the rule of more traffic will lead to more conversions is more than likely going to fit.
Beyond finding out which keywords were bringing business to your website, I want to touch on a similar topic that will assist you in determining which keywords are performing well for you.
The first thing you want to do is fire up Excel and create a column for the landing pages on your website and a second column for the keywords that you are optimising for each landing page.
The next step is to open up your Google Analytics account and navigate to Landing Pages, which can be found under Site Content, which is under Content on the left. This report gives you a list of the landing pages on your website ordered by the number of visits received.
Finally, we want to take the list of landing pages and keywords, and link it up to the list of landing pages and the visitor counts. What we’re doing here is determining which landing pages are getting the most visits and in turn, taking a look at which keywords are potentially bringing the most traffic.
Bonus: If you create multiple columns in the spreadsheet to track month to month data, you could create a useful graph that maps out the traffic trends of the various landing pages, and that would give you further insight into which keywords are performing the best.
Because the “(not provided)” count is getting greater and greater, learning how to access useful information about your keywords is becoming more critical than ever.
In the past few weeks we’ve been asked to assist various people with figuring out which landing pages on their website are leading to the most conversions. I decided to write up this so that the information is freely available to anyone who is interested.
A landing page is defined as the page that a person arrives on your website. People do not always arrive at your home page, they could arrive on an About Page, a Product Page or perhaps a Blog Post.
Knowing which pages lead to the most conversions (purchase, enquiry, download) allows you to direct more traffic to these pages through our marketing efforts or to use them as inspiration for other pages which aren’t converting as effectively.
The process of figuring out which pages are converting the most is not complicated and all you need is a Google Analytics account. Herewith are the steps:
The first step is to log into your Google Analytics account.
#2 – CLICK ON CUSTOMIZATION
See that big orange bar that goes across your screen? Click on the “Customization” link.
Below the title, “Custom Reports” you’ll see the “+ New Custom Report”, give it a click.
Type in a Title and Name, followed by selecting the Metric Group, “Goal Completions” and Dimension Drilldowns, “Landing Page”. Finally follow this with a click on the Save button right at the bottom and you’ll be presented with a list of your top converting landing pages. It’s as simple as that!
In the report you’ll see a standard goal conversion explorer graph, but below that you’ll see the landing pages on the left and the number of conversions related to those landing pages. In other words, the number of conversions completed on the website by people who landed on these specific landing pages:
In the diagram above you’ll see the “Secondary dimension” button, if you give this a click and select “Source” from the list that appears, this will take the report one step further and allow you to see where people who landed on these top pages came from. This then allows you to target these sources more which in turn will potentially lead to more conversions!
Let us know if you have any problems by leaving us a comment and we’ll assist as promptly as possible.
Often, web design theory has got it all backward.
A web site is sometimes first conceived as an entity that reflects the company that publishes the web site. A mission statement, that is given an online form.
The harsh reality is that most people don’t care about your mission statements, but they do care about seeing their own reflection. They are not surfing the web to find you, they surf the web and click on you, hoping you will answer some questions about the problems they have in their life. In other words, they are basically saying “it’s not about you, it’s about me.”
In no environment is this more true than on the web. The web is a two-way communication medium, and the control of that communication, unlike, say, a film, rests not with the director, but with the user. The back button or the “escape” button is only ever a click away. Because you can not force them to sit through a sales pitch, customers or repeat visitors will only happen if they find “themselves” (hopes, dreams, and solutions) on your site.
For this reason, a web design that places too much emphasis on what the publisher wants to say is doomed to irrelevance and an alarming dearth of visitors. The publisher does not have the upper hand when it comes to controlling the flow of web communication, yet a lot of web design theory assumes this as a given, mostly because outmoded ideas of web design is based on print publishing. Many still view their web site as a trifold pamphlet that mysteriously sneaks into every living room.
What are the most successful computer applications? Email. Word processing. Spreadsheets, Games. Take a look at the web sites that are most successful: Google, Amazon, Facebook, and eBay. The history of computing is all about user-centric empowerment. The future of computers and web sites is already on a trajectory of increased user interaction. One of the key metrics Google’s algorithms measure is social engagement. If you are not producing content that people are engaging in, not just reading, then you are doomed to the rocky shores of oblivion.
The way to do web design is to base the design around users, specifically their wants and desires. People’s wants and desires should drive the design process, and structures imposed for other reasons will be less successful. This goes beyond usability. Web design should be, fundamentally, about listening to and addressing people’s problems.
This is where SEO-centric web design comes in. As many SEOs know, people are broadcasting their needs and problems. Every second. They are using keyword queries in search engines to tell the search engine what they need. We can “listen” to these needs by using keyword research tools.
Once we discover the language people are using to describe their needs, we can then build pages, architectures, and content copy, using their language, and addressing their problems, thereby creating a website that is an accurate reflection of the people who will use the site.
For example, a search engine doesn’t see a hierarchy, and most users don’t care about it. Every page is effectively a “home page”. Once people land on a page, they are at the start of the funnel which should quickly and effortlessly lead to the desired action, which is the point at which you meet their needs. The “desired action” is often wrongly defined in terms of the desires of the publisher or business owner, but it’s even more useful to view it in light of the desires of the visitor and potential customer.
At this point, some readers will surely be thinking “but people don’t come to my site via search engines”. Though that is a terrible situation to be in, it doesn’t matter. The site should address people’s problems, and search engines reveal the language people use to do define and frame their problems. Once you have a website that answers people’s questions and search-intent, then search engines will start promoting you. Web designers should not ignore this valuable information. Rather, this information should be integrated into the design process. It is a Google-centric web. Google achieved this feat by placing the user first. SEO should be at the heart of the design process, not something bolted on at the end.
One of our e-commerce clients is looking for ways to increase loyal customers on their website, so we set up some custom reports to assist with decision making. Ultimately, we wanted to determine which days of the week as well as what hours of the day the most organic visitors were coming to the website.
Why were we doing this? Well, we want to identify the most ideal moments where new customers are arriving in an effort to convert them from new visitors into returning, loyal customers.
Acquiring new visitors to a website through Google is difficult when you’re operating in a competitive niche and we want to walk you through what we did to determine the best time of day to target these new visitors.
These custom reports and steps are designed for Google Analytics only – functionality and steps will be different for other analytics software. We suggest you have at least a month or two worth of data to gain a more realistic insight into your data while using these custom reports. Don’t worry if you don’t have enough data yet, simply bookmark this blog post and visit it again in a few weeks.
Finding out what day of the week you get most of your visitors is fairly straight forward.
You’ll be presented with a list of days along with the associated visits per day. Please note that Sunday is represented with a 0, Monday with a 1, Tuesday with a 2 and so forth.
The next step is to create another custom report showing which hours of the day bring the most people to the website. This process is very similar to the Day of the Week Custom Report we’ve just created. Follow these steps.
You’ll be presented with a list of hours as well as the associated visits for each hour to your website. The times are over a 24 hour period and therefore 11 represents 11h00, while 16 represents 16h00 and so forth.
The two custom reports above may be used to determine what days of the week your website is most popular, as well as during which time frame of the day visitors are arriving at your site.
These relatively simple reports can unlock a great understanding of who your customers are and when they’re interested in your products. This information can be used for running specials, sending out newsletters, or perhaps you could think of something more creative?
Please leave us a comment with your clever ways of how you could benefit from using these custom reports – we always love your feedback.
We can’t just leave it there, so here are some more pro tips:
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The bounce rate is when a visitor lands at a website but does not interact and moves away from the website. In analytic terms, the website visitor bounced away without engaging.
The metric, “bounce rate” is one of those SEO metrics that people tend to stumble across almost immediately when they start using Google Analytics. The “bounce rate” is also one of those mysterious SEO metrics because we constantly run into professionals who can’t quite explain what it really is.
The typical explanation as to what a bounce rate is, is when someone arrives at a website, doesn’t interact and moves away from the website. In other words, the person bounced away from the website without engaging.
So, for all intents and purposes, the higher your bounce rate, the less engaged/interested people are with your website. But is this enough, is simply seeing a 30% bounce rate in Google Analytics enough to assist you in any regard? What about “time on site”, isn’t that another mysterious metric that doesn’t really offer up much value?
Both of these metrics are dangerous, drawing conclusions from them can really lead you down a risky path. So, today we’re going to tell you about two Google Analytics plugins that will decipher these metrics a little more, and allow you to access some data that will assist with making clear and calculated decisions when dealing with bounce rates and “average time on site”.
This Google Analytics plugin runs on your website and listens for mouse movements, scrolling, clicks, and keyboard activity. These statistics are then visible in your Google Analytics account to get a better set of data.