Digital Marketing Megatrends 2017
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I've used the sensationalist headline to highlight the importance of tagging on the accuracy of tracking visitor volume and user experience, since this is potentially overlooked by many site owners. If the title was just about tagging methodology maybe you wouldn't be reading this!
This post summarises the implications of tagging method on
1. Monitoring and improving site page download speed (latency).
2. Selecting the correct position in a page to embed campaign tracking and web analytics tags.
There is an interview with Paul Cook of Tagman on Econsultancy which I recommend for more insights
1. Monitoring and improving page download speed (latency)
I highlighted the importance of download speed back in 2006 in a post on the 4 second rule of customer engagement. The new research suggests that in 2009 we should use a "1 second rule of engagement":
10% of traffic is lost for every second it takes for a page to load
So the implication, it that's worth thinking carefully about improving your page download speed which starts with benchmarking your current performance.
If you're not monitoing already then try Mon.itor.us - a tool you can easily setup to do a simple test against your competitors. I have set this up for this blog and it really shows the danger of including to many plugins on WordPress (and shared hosting!).
Some tools such as AlertSite and Chartbeat (from which the screengrab above is taken) now have Google Analytics integration so that a wider range of pages/journeys can be tested. Chartbeat also has some very interesting social media monitoring tools.
Please share your recommendations.
The most popular way to deploy conversion tags (via an iFrame container positioned at the bottom of the page body (as used by the major container tag solutions)) is actually the worst for accurately reporting traffic, introducing a 15"€60% discrepancy
Moving the Google Analytics tag from the bottom to the top of the page increased the reported traffic by 20%.
It's worth reading the recommendations from the Econsultancy interview which I summarise as:
1. Test the number and position of tracking tags on page load rates, bounce and conversion rates
2. Position <iframe> tracking at the top of the page
4. Delete unused/unecessary tracking tags.
5. Consider unified tagging systems such as Tagman which can improve performance and accuracy.
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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