How to use ClickMap tool in Site Catalyst

If you are more interested to do analysis on links of your website, you need a tool that shows your website overlay, which website section or links received more clicks and for that Adobe SiteCatalyst tool ClickMap is my one of favorite. In this post, I will start with what is ClickMap, installation and using it.

What is ClickMap?

ClickMap is a click analysis tool that overlays pages of your site to show which links, visitor have clicked the most. It is a not a report that you run in SiteCatalyst.

It shows graphical information of about visitor interaction over the pages of the site. The link on pages highlighed with color, greater intesity of color indicates that the more frequently that item was clicked on.

Objectives

Use of ClickMap to determine which links on site pages are most effective.

Installing ClickMap

• To install ClikcMap, click on SiteCatalyst menu dropdown and click on ClickMap. This will open ClickMap installation page where you find the information.
• Click on Install now button, follow the installation step, now you will have a new toolbar button on your browser. Icon appear as an arrow ghositng through a sheet of paper.

Using ClickMap

• Now ClickMap is installed on your browser. Navigate your website page where SiteCatalyst code tagged in it. Run the ClickMap by clicking the ClickMap button.
• Log into this ClickMap tool with your SiteCatalyst credential.
• Now you can see the Click map data on the top of the page. Darker colored overlays indicate more click to link.
• Check out different links with mouse-over.
• The number of clikcs and ranking for time period appear. If the ranking were 2/100 that means that out of 100 links clicks it had the second highest number of clicks.

In the clickmap option the default metrics is Clicks you also can enable your Conversion metrics that driving conversion on links instead of only clikcs.

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What is Web Analytics Campaign Management

When it comes to Web Analytics Campaign Management, what are the basics and essentials requirements to execute the campaign successfully? Obliviously you should have a nicely design web landing page for your campaign and there are other below requirements as well.

Campaign Tracking Parameter:

Campaign Tracking Parameters are the campaign tracking tags used to track the campaign links which provides the data to your Web Analytics team to measure the online success of your campaign.

If you are using Google Analytics to track your campaign, make sure that your Web Analytics team are using UTM Parameters and generate the campaign URL through Google URL builder.

If you are using Omniture Site Catalyst, ensure that your Web Analytics team has to use SCIDs for campaign tracking.

Before launching any campaign your Web Analytics teams has to ensure below requirements:

• Make sure that every campaign has enabled with campaign tracking parameter

• Make sure that every landing pages of your website has a JavaScript tag for the Web Analytics tool you are using

Once you have out campaign on various sources like Paid Search, Social Media, Search Engine, Email Marketing and Affiliate Marketing etc. Here comes the role of UTM and SCIDs campaign tracking parameters, to tracks the campaign and provides the data to your Web Analytics team to measure the In and Out performance of your web campaign.

Measurement of Campaign KPIs:

In order to measure the success of your campaign you should define the good KPIs. Here we are categorizing KPIs in three different segments.

Acquisition:

First thing to measure how you are doing to acquire the good traffic on your campaign landing page. A good metrics to measure traffic acquisition is Cost Per Acquisition (CPA).

Behavior:

Secondly how user are behaving with your campaign, what exactly they are doing after landing on your campaign page, to measure this use metrics Bounce Rate – whether they came, interact and leave immediately. Measurement of Bounce Rate will help you to understand how your campaign landing page is performing against the visitor expectations.

Conversion:

Lastly comes an outcome, to understand the Return on Investment (ROI), a good metrics to calculate is Conversion Rate.

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How to Reduce Bounce Rate

Bounce rate is one of the most important metrics to evaluate your online marketing campaign success. Bounce rate differs industry-to-industry. In this post, I will start with what is bounce rate, why it is important and how to reduce it.

Bounce Rate:
Bounce rate is nothing but the percentage of visitors visiting a site and exiting without making any further interaction with the site. In simple words, it is Single Page Views (Single Access)/Entries.

And why it is important? It is important to determine how website landing pages are performing against the visitors expectations.

There are several ways to lower your bounce rate. Here I am going to discuss a few of them to help lower the bounce rate.

Website Design/ Layout is to be Nice :
The design and layout of your website should be nice and attractive-avoid flashy colours i.e. use eye friendly colors and avoid pop ups while browsing as it might make the user feel to make a departure from your website. Design your website from a professional and do not use templates.

Make Sure Web Pages Size and Loading Time should be Low:
Try to keep the size of your webpages low. If web pages take loading time as low as possible, it will increase the user experience with the sites.

Navigation Menu should be User Friendly:
Hyperlink is also powerful to reduce the bounce rate. A user friendly menu on your website will allow the user get what she/he is looking for on your website. Use the text menus on top side across all webpages of your website; do not keep the important landing pages more than three clicks away from the homepage.

Well Written Content on Web Pages:
Content on the website should be well written as it should satisfy the visitor’s queries. Content of each page should be relevant and unique. Text on title, header and metatags should match with the content on webpages. You can also take the help of a professional content writer.

Optimize for Correct Keywords:
As SEO is always playing an important role to drive traffic on your website, optimize each page for correct keywords that should appear in the title, header, metatags and subtitle. Do not try the generic keyword while optimizing the pages. You should even manage to appear well-ranked in the search engine. Otherwise the user will leave right away and unfortunately increase your bounce rate.

Get Quality Links:

When it comes to Link Building, try to participate in various blog posts and social media sites with proper content to get quality links that will drive the traffic on your websites. Make sure that the links contain proper anchor text. Try to avoid link exchange.

Start PPC Campaign:

Start a Pay Per Click (PPC) campaign on most important keywords that are relevant to your content on your sites. Bid for correct keyword and pay reasonable price for that in order to avoid wrong traffic on your website. 

Last but not the least, as a Web Analyst you have to analyse all your efforts. Use web analytical tools like Omniture Site Catalyst, Google Analytics etc. to study your online campaign success.

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How to set up the DigitalPulse Debugger

In Web Analytics, one of the most important tasks for a web analyst is to make sure that data is being collected correctly. This is being verified by debugger tools. There are various tools like Fiddler, Charles, DigitalPulse Debugger and many more. Here I am going to start with DigitalPulse Debugger tool.

DigitalPulse Debugger
For Site Catalyst implementations, Adobe recommends using DigitalPulse Debugger - an awesome option. It shows you an image pop-up request of your analytics data when executed in browser. It can be used in all recent versions of JavaScript supported browsers (like Internet Explorer, Google Chrome, Firefox).

How to set up the DigitalPulse Debugger?

To begin with, here is the JavaScript code.

javascript:void(window.open("","dp_debugger","width=600,height=600,location=0,menubar=0,status=1,toolbar=0,resizable=1,scrollbars=1").document.write("<script language='JavaScript' id=dbg src='https://www.adobetag.com/d1/digitalpulsedebugger/live/DPD.js'></"+"script>"));

Internet Explorer

• Click on Favorites, and then click on Add to Favorites
• Name the favorite to DigitalPulse Debugger, select your Favorites Bar, Click Add
• In Favorites Bar, right click on it and go to Properties
• Paste the above code in the URL field and click OK
• Make visible Favorite Bar on your browser (View - Toolbar - Favorite Bar)

Chrome & Firefox

• Open your browser, paste the above code in the address bar
• Click on Bookmarks, then click Bookmark this page
• Name the bookmark to Digital Pulse Debugger, select your Favorites Bar, Click Done
• Make visible Bookmarks bar on your browser

Using the DigitalPulse Debugger
Open your website where the Site Catalyst implementations has been done. Once the page opens, simply click on the DigitalPulse Debugger from the Favorite bar (Bookmark bar). Then it shows you the details you are capturing to measure your online data.

I appreciate your views and recommendations on this blog post and follow me on LinkedIn, Twitter:@NitinCholey.

STAY TUNNED! Still working on Design and Layout

Post will be coming soon........

This blog supports on Web Analytics post 

I appreciate your views and recommendations on this blog post and follow me on LinkedIn, Twitter:@NitinCholey.