Step 1: Analyzing the Client's Website and Online SEO
Website Usability and Structure Analysis
Website usability is critically important for attracting and retaining users. I carefully review headlines, the placement of elements on the page, navigation logic, and other aspects that affect the user experience. I pay special attention to the analysis of sales funnels to evaluate their effectiveness.
Checking the Mobile and Desktop Versions of the Website
In today's world, where the majority of users access websites via mobile devices, optimizing the mobile version is key to success. However, it is equally important to ensure that the desktop version works flawlessly. For this, I use tools like Google PageSpeed Insights and GTmetrix. These tools allow me to assess the website’s loading speed and performance on both mobile and desktop devices.
I give special attention to the analysis of the mobile version because users who encounter difficulties navigating through mobile devices are likely to leave the site. According to statistics, about 90% of global internet traffic comes from mobile devices. This underscores the importance of optimizing the mobile version of the website to attract and retain visitors. The analysis helps to identify issues that affect loading speed, such as overly heavy images, inefficiently optimized scripts, or incorrectly configured design elements.
SEO Performance Evaluation
After analyzing the mobile version, I proceed to evaluate the site's SEO performance. This includes checking meta descriptions, meta titles, keyword usage, and other important SEO elements. Using tools like Screaming Frog and Ahrefs, I analyze how well the site is optimized for search engines, examining traffic from organic queries, inspecting the backlink profile, and verifying the sites these links point to. I also request access to Google Search Console to obtain statistics on the site's organic search queries, conducting an in-depth analysis of the website's configuration and its relationship with Google search engines.
Step 2: Analyzing the Client's Online Presence in Social Media
Social Media Profile Analysis
First, I check the presence and relevance of the company's profiles on key social networks, such as Facebook, Instagram, LinkedIn, TikTok, etc. It is important that profiles are regularly updated and contain up-to-date information about the company: description, contact details, links to the website, as well as quality images that match the brand's style.
Content Strategy
Next, I analyze the content published on social networks. It is important to understand whether the content meets the interests of the target audience, whether it supports active interaction with followers, and whether it reflects the brand's values and messaging. I pay attention to the frequency of posts, their diversity and quality, and the presence of interactive content, such as polls, videos, and storytelling.
Audience Engagement
Checking audience engagement is an important aspect of social media analysis. I analyze the level of interaction between followers and the content: the number of likes, comments, shares, as well as video views. It is important to understand how actively the audience responds to posts and whether there is positive feedback that indicates high engagement and customer loyalty.
Authenticity Check of Followers
I pay attention to the authenticity of followers because the presence of a large number of fake accounts can negatively impact the brand’s reputation. Using special tools, I verify whether the followers are real people and whether they actively interact with the content, or if they are just "dead" accounts.
Reputation and Review Analysis
Social networks are also a platform for gathering and analyzing customer reviews. I assess the presence of reviews, their nature (positive or negative), and the speed with which the company responds to customer requests and feedback. This is important for maintaining a positive reputation and building long-term relationships with customers.
Checking online presence on social networks is a crucial step that allows you to get a complete picture of how a client interacts with their audience online and what steps need to be taken to improve this interaction.
Content Analysis and Its Effectiveness
I analyze various types of content on the client’s website, including texts, images, videos, and other multimedia materials. It is important that the content is relevant, informative, and interesting for the target audience. I also pay attention to the uniqueness of the content.
Step 3: Analysis of Google Analytics and Advertising Accounts
Obtaining Access to Google Analytics and Advertising Accounts
One of the biggest challenges I face at this stage is gaining access to the client's analytics and advertising accounts. Often, clients do not know where their logins and passwords are, or they may not even have access to these tools due to lost two-factor authentication or changes in the responsible person. Situations arise where the previous specialist who managed advertising campaigns stopped working with the client, and their access remained unresolved. This creates difficulties, and the process of restoring access can be lengthy and require a lot of effort.
Google Analytics Analysis
When I finally gain access to Google Analytics, it becomes one of the most important steps in understanding how the client's site works. Google Analytics provides a complete picture of the traffic coming to the site. I can see which traffic sources are primary, which pages are visited the most, and what actions users are taking.
Key points I pay attention to:
Organic Search Traffic: I check how many users come from organic search and what keywords they use.
Paid Traffic: I analyze how effective the advertising campaigns are, what volume of traffic they generate, and what conversions they bring.
Behavior Analysis: I observe how users interact with the site, which pages they visit, how much time they spend on each page, and where they leave the site.
Checking Advertising Campaign Settings
After analyzing Google Analytics, I move on to checking the settings of the advertising campaigns. I thoroughly examine how the ads are configured, what goals are set, and whether conversions are being tracked correctly. It is important to ensure that all settings align with the client’s goals and that the advertising budget is being used as effectively as possible.
Key elements I check:
Conversions: I check the conversion settings in Google Tag Manager and the Facebook Pixel settings. This is important to understand which user actions on the site result from the advertising campaigns.
Target Audiences: I analyze the targeting settings to ensure that the ads are shown to the users who are most likely to convert.
Advertising Spend: I review how the advertising budgets are allocated and how effectively they are spent.
Overall Traffic Analysis
In conclusion, I review the overall site traffic to understand which traffic sources work best. I analyze what percentage of traffic comes from social media, organic search, referral sites, and paid advertising. This provides a complete picture and helps to identify which areas should be focused on to improve results.
This stage of analysis is critically important for understanding how your site works from a digital marketing perspective and what can be improved to achieve better results.
Step 4: Testing and Analyzing Lead Generation and Conversion Effectiveness
Online Analysis
At this stage, I conduct a detailed analysis of the effectiveness of business processes related to attracting customers and converting leads into sales. As an experienced marketer, I approach this issue comprehensively, checking all the key stages of the customer journey from the first contact with the site to the completion of the transaction.
Customer Journey Testing:
I conduct independent testing of the site’s functionality, checking how convenient and understandable the customer journey is. This includes filling out feedback forms, testing the operation of the "Order" and "Submit Application" buttons, and so on.
I also check how quickly and correctly the sales or support department responds after submitting an application through the site.
Business Process Analysis:
An important part of this stage is checking the client's CRM system. I analyze how effectively the lead processing processes are set up in the system, whether all stages of interaction with customers are tracked, and how this is reflected in sales results.
In addition, I assess how quickly and efficiently the sales department processes incoming applications, whether automated lead processing processes exist, and how effective they are.
Email Marketing Testing:
I test how well the automatic email responses are set up, check the quality of the content customers receive, and whether it helps to retain interest and convert.
I also analyze how email campaigns are integrated into the overall marketing strategy and how they contribute to increasing customer loyalty.
Communication and Feedback Analysis:
I evaluate the quality and speed of communication with customers through various channels, including phone calls, emails, and social media.
I check whether employees respond to customer inquiries promptly and professionally and how this impacts the final conversion.
This structured approach allows identifying all key aspects that affect the effectiveness of the client's online presence and determining strategies to improve them. Completing the online presence analysis, it is important to emphasize that regular audits and optimization of your digital strategy are the key to successful interaction with the audience and achieving business goals.
Comments