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Is Average Session Duration the Best Fallback for Measuring Performance (When Goals Are Not Used)?

Gregory Nostrant, July 23, 2015

Interpreting data and analytics is a constant effort here at Room 214, as we support the work we deliver with intricate reporting designed to impact our client’s greater marketing goals. Clarifying and expanding upon data for our clients is foundational throughout our agency.

Website Magnifying GlassOne recent hypothesis that arose was ‘Does the average session duration (spent on a website) correlate with a respected page conversion metric?’ As one would presume, the longer a visitor spends on a website the higher the conversion (engagement) rate. We tackled this thought head on with a sample of six clients from either business to business or business to consumer markets. To help our sample be more representative, we increased our test to six samples. In addition to helping reduce bias error, we measured the data for each sample in different quarters and different years.

Through Google’s Analytics Acquisition and Channels tab, we were able to collect the data of average session durations and goal conversion metrics ranging from email sign ups to form fill outs. Once the data was analyzed through Pearson’s Correlation Coefficient formula, the results validated that average session duration is in fact correlated with the Goal Conversion Rate.

Search Magnifying GlassThrough these findings we hope to demonstrate how important it is to have high quality, engaging content across your website. In particular, landing pages should have goals associated with them but in the absence be sure to measure performance based on average session duration. By employing content such as (Interactive Video), (Video Scribing), and (Infographics), your web content can really make the difference between a quick website visit and a more meaningful action.

To take this experiment a step further, we wanted to determine if pages per session had any correlation with a respected page conversion metric. While using the same parameters of the first study, the results indicate that there is a weak positive relationship. By discovering that pages per session have less of an impact on a respected pages conversion metric, we hope to see all of you focusing your attention to attain higher average session durations.

Posted below we have condensed our data for these experiments and averaged the six samples of both the Average Session Duration and Pages per Session.

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The Ad Buying Food Chain: How Purchasing Online Advertising Works

Jason Cormier, April 7, 2015

I always love the opportunity to get a greater understanding of the work within my occupation. As much as I enjoy the many points of view on digital advertising, I’ve found knowing the foundational elements central to the (ad) food chain has helped me have smarter conversations. Read More

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Dissecting Google’s Attribution Model(s)

Graham Swalling, February 2, 2015

If you have consistently used Google Analytics for eCommerce tracking you may have noticed disparities between data throughout your account. Whenever I come across this issue, notoriously common when tracking a campaign’s success, I find myself conflicted as to what results I should report on. After digging around, a little research and talking to Analytics experts (including Google) we felt it was time to defuse this situation.

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Quick Glimpse: Google Search Remarketing

Graham Swalling, February 27, 2014

Google’s Remarketing — otherwise known as retargeting — has expanded beyond Display ads and into Search results. While the extension isn’t particularly new, it does offer an advanced and dynamic advertising approach that can be used to create strongly performing campaigns.

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Google Universal Analytics: An Overview

Graham Swalling, January 30, 2014

In 2013, Google announced they would be updating their Analytics platform to the new “Universal Analytics.” The timeline for this process began with a voluntary upgrade, and continues through three additional phases. With any platform and code update there are always questions of its purpose

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Align Your Online Advertising & Marketing Automation

Graham Swalling, October 30, 2013

Marketing Automation and PPC are commonly employed together as automation relies on marketing channels like paid advertising to generate leads. In turn, marketing automation can guide online advertising strategy by providing lead information and nurturing.

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Intro to Google Enhanced Campaigns

Graham Swalling, May 15, 2013

In early 2013 Google announced ‘Enhanced Campaigns’ as the next iteration of campaigns in Google AdWords. Alongside a preview of new features was notice that all existing campaigns would have to be manually updated, or they would be automatically updated by July 22nd.

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Google+ Changes And What They Mean For You Part II

Reed Pankratz, April 29, 2013

Understanding the Google+ platform and the changes being made from Part 1 in our series is the first step in creating a better Google+ experience for your brand and your audience. Now, we’ll take the next step by diving into what these changes mean for your job as a community manager.

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YouTube Search Engine Optimization Techniques To Improve Your Videos

Matt LeBeau, February 28, 2013

Although you’ve likely watched countless viral videos on YouTube, creating popular video content is often easier said than done. Regardless of your content or industry, you can create more discoverable videos by knowing and practicing some essentials of YouTube marketing.

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On-page SEO, Facebook Want Button?, Google Glass and More!

Shelley McLean, July 3, 2012

Check out all the new social media trends circulating around the Room 214 office from the past week. There’s some great stuff this week from on-page seo tips, to a new Tumblr platform and a live demo of Google’s Glass Project.

From 0 to 3 Million Monthly Visitors with On-page SEO: This article highlights an in-depth interview wit Fraser Cain,  the owner of a space and astronomy new website, Universe Today, and co-founder of Keyword Strategy, a web-based content marketing tool. He explains how he grew traffic to his website to impressive levels while really emphasizing the importance of content. Some key takeaways from the article include:

  • Don’t forget about building an email list.
  • Create evergreen content to keep a steady flow of traffic.
  • Don’t just write content for the sake of writing it. Write remarkable content that helps solve a problem.
  • Google+ isn’t a total disaster. Cain’s site is a perfect example of Google+ working for someone.
  • Focus on the content first. The other stuff will help bolster your great content.

Tumblr Commerce Service for Brands: Digital agency, Coexist Digital, based out of Portland, Oregon has developed a commerce platform for Tumblr that allows users to buy products directly from the page they’re on and with transactions enabled by the payments startup Stripe. Jeni’s Splendid Ice Creams is the service’s first taker, and items for sale are marked with a distinguishable yellow dot.

“We are constantly amazed and delighted by the creative ways that third parties leverage the Tumblr platform and have put a tremendous amount of care into making our API as functional and flexible as possible,” said Tumblr’s VP-product Derek Gottfrid regarding the new e-commerce platform.

Is Facebook Testing a ‘Want’ Button?: A developer picked up on a code for a ‘Want’ button in the source for Facebook’s platform. Although no apps can currently publish the new button just yet, a Want button would position Facebook to compete with Pinterest for providing users with a method for expressing the things they desire while helping retailers by providing yet another way for users to share products they’re interested in within their networks.

Google Glass Skydive: Check out this awesome product demo which ran live during Google’s keynote during their highly anticipated developer conference in San Francisco. The demo portrays Google Glass, “the company’s much-buzzed-about effort to create connected glasses.”