Tоdау wе саn’t hеlр but wоndеr if оnlinе рrivасу iѕ a mуthiсаl сrеаturе thаt livеd in dауѕ lоng раѕѕеd, bасk аt thе dаwn оf thе Intеrnеt. Wе аrе аll uѕеd tо bеing trасkеd, mоnitоrеd, аnd аd-bоmbаrdеd. Our реrѕоnаl dаtа inсluding оnlinе асtivitiеѕ, intеrасtiоnѕ, imаgеѕ аnd соntасt dеtаilѕ аrе bеing соllесtеd саrеfullу thаnkѕ tо diligеnt mасhinеѕ аnd сrаwling bоtѕ аnd kерt оn filе fоr еvеn lоngеr thаn оur оwn mеmоrу соuld hоld оn tо. Wе tаkе thiѕ еnvirоnmеnt fоr grаntеd. Wе think thаt thiѕ iѕ thе рriсе tо рау fоr hаving thе wоrld’ѕ knоwlеdgе dаtаbаѕе аt a сliсk diѕtаnсе. Truth iѕ wе рау a hеftу рriсе fоr оur сuriоѕitу аnd оnlinе ѕurfing аnd wе dоn’t еvеn rеаlizе it. Wе ѕасrifiсе оur рrivасу whiсh in dауѕ оf unреrсеivаblе tесhnоlоgу grоwth hаѕ fасе vаluе оf 0. Whаt wе tеnd tо реrсеivе аѕ tооlѕ fоr filtеring аnd ассеѕѕing оnlinе dаtа еnd uр uѕing uѕ fоr ассumulаting fоrtunеѕ. Sеаrсh еnginеѕ аrе оur gаtеwау tо thе еndlеѕѕ оnlinе librаrу, but thеу аlѕо роѕе a thrеаt tо оur рrivасу thаt wе nееd nоt tо ignоrе. Thеrе аrе fеw ѕеаrсh еnginеѕ thаt еmbrасе thе рrivасу ѕаfеguаrding соnсерt аѕ thеir сrеdо аnd dоn’t trасk thеir uѕеrѕ, but аrе thеу thе оnеѕ wе wаnt tо uѕе? Lеt’ѕ trу tо аnѕwеr thе аbоvе quеѕtiоnѕ bу соmраring thе mоѕt рrоminеnt ѕеаrсh еnginе оffеring реrѕоnаlizеd ѕеаrсh rеѕultѕ – Gооglе аnd lеѕѕ рорulаr аltеrnаtivе – thе рrivаtе ѕеаrсh еnginе DuсkDuсkGо.
Google has announced that it will begin cracking down on “intrusive interstitials” on January 10, 2017, because this type of ad “can be problematic on mobile devices where screens are often smaller.” Google will be potentially penalizing — i.e., lowering the rankings — of these web pages. Google said “pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” Google explained which types of interstitials are going to be problematic, including: Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page. Displaying a standalone interstitial that the user has to dismiss before accessing the main content. Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold. This article originally appeared on Search Engine Land, to read it in full, click here.
Often, when webmasters and business owners try to identify the ultimate purpose of their website, they think of one thing: Sales. Increasing revenue is often the number one purpose for any given website, no matter what the business. While different types of businesses have different ways to increase revenue, it’s pretty typical that most business owners and marketing managers are primarily concerned about the site’s impact on their bottom line before anything else. The mechanics that influence the bottom line can vary dramatically: Webmasters may be relying on product sales and eCommerce transactions. Lead generation sites may gather new customers primarily from contact forms that arm their sales team with the information needed to follow up. Content writers and blogs may focus on engagement metrics so they can monetize their site to advertisers. Whatever the case, there are measureable milestones that can act as great performance indicators for sites of all types. However, as the digital world continues to become more complex, with more and more channels used to market your business, and more steps that lead customers from discovery to conversion, it’s important to measure all goals on your site and ensure they align with your customer’s journey. Below, we look at three different types of websites and the macro-conversions and micro-conversions often associated with each of these types of sites.
Setting Up Goals for eCommerce SitesE-Commerce websites have a pretty straightforward purpose, and it should come as no surprise that the primary macro-conversion should be a sale. But what steps go into identifying the micro-conversions that might come with your eCommerce site? CrazyEgg recommends first identifying the macro-conversions for your site, and then simply brainstorming other activities that can act as milestones to signal that a user might be close to purchasing or further engaging with your content. These can include the following:
- Signing up for a newsletter
- Adding a product to a user’s cart or favorites
- Reading or writing reviews
- Watching a video about the product
- Sharing the product on social media
- Have any social media campaigns explicitly focused on this product?
- Where are people adding the product? Is this a featured product from your homepage, or are users actively seeking out the product through your navigation?
- Are you driving users to land on this particular product page using AdWords, the Display Network, or organic search?
Lead GenerationWith a lead generation site, businesses are often selling a service rather than an individual commodity. As a result, the end goal is simply having a user submit a contact form indicating that they’re interested in a particular service. Sites like this often need to require on multiple channels in order to acquire conversions, and simple steps can often signal interest and trust in the brand while also signalling purchasing intent. ConversionXL points out that these are divided into two different types of conversions. Citing a report from NN/g, there are two distinct types of micro-conversions that become especially relevant for lead generation sites:
- Process Milestones – These actions lead directly to a macro-conversion. In this case, this could include viewing the pricing menu or even a secondary contact form on the site designed to request more information.
- Secondary Actions – These actions don’t necessarily translate to a particular conversion funnel, but signal interest and trust in the brand or the product. This could include visiting a certain number of pages, comments on a blog post, or sharing a page using social media. Other actions also include downloading an ebook or whitepaper–something to supplement your conversion funnel by requesting a newsletter subscription to access the gated content. Those who fill out the form are indicating trust, brand affinity, and a willingness to read more of your content.
Blog ConversionsIf the site is purely content driven, typically your macro-conversions would be unique visitors. This would give you a platform on which to build out your advertising pricing so that advertisers can get a sense of the amount of impressions and ads your site may serve. However, there are some significant micro-conversions that, in this case, could be lumped in with process milestones in order to better understand your visitor and nurture further visits. These could include the following:
- Sharing a certain piece on social media
- Commenting on a blog post indicating engagement with the content
- Visits to at least three pages or more
- Time on site goals