If your goal is to maximize the acquisition of new professional artists and photographers to start buying from you, then this video is for you.
00:30 – Where to find your analytics in the ASF stats section
01:00 – How to decipher the clues your analytics are giving you, and what actions you should take
02:15 – Negative keywords in AdWords
03:25 – The “Time on Site” metric & how to tell when a channel is doing well
05:32 – Don’t forget or overlook email marketing!
07:00 – Email marketing = viral opportunity
Current ASF customers can discuss implementation and get advice + feedback by visiting the relevant thread for this video in our private member forum.
Prefer to read instead of watch? No problem. You can read the transcript and download it for free via the link below.
Welcome the Art Storefronts Success Coaching Video Series. In this video we are going to do a very basic marketing audit for a fine art photo and printing company, specifically, The Unlimited Art Project. This is something everyone can do by looking at the analytics of their own business. Within in the art store front site manager I’m in the statistics section, the visitor stats, and the marketing tab. I’m looking at the last 30 days. I’m scrolling down to the marketing analytics looking at your data since you’ve launched.
In another video, we discuss that the key problem that you have here is traffic. You do not have enough traffic in order to really start getting sales going. You need to focus on marketing and bringing more people in overall. Aside from that, this overall footprint here, gives us an idea of what’s happening with your business, so far, and there are some clues that we can get from this.
First things first, I see you have Google pay per click, which means you are buying Google ads. I see you had 167 visits and 52% bounce rate. That’s not good, but that’s not bad. What that means is half of the people are coming to your website and they are immediately saying, “This is not for me.” You want to get that down into the 30s. It’s not good, but it’s not terrible. One other sign of this is look at your page views per second. Your Google pay per click is 1.57. That’s really low compared to your organic and your direct traffic where people are going much further than that. Your average [inaudible 00:01:44] per session are extremely low as well, for this Google pay per click.
What this tells me is, this needs some major optimization. I would go in there, since you’re spending money on pay per click, and immediately look at what key words are you paying for? You can look at what key words people are actually clicking? And look into the concept of negative key words with Google. I’m willing to guarantee that you are paying for words and people are clicking on key word phrases that you don’t realize you’re paying for. You need to add a lot of negative key words to get those out of the mix. The reason is because when you see rates this bad across the board it means that Google is driving un-targeted people to your website, and they’re immediately leaving, or they’re spending almost no time there. If you eliminate all of those and you’re only left with people who are really targeted for your business, you should start to see some conversions.
We know this because as we’ve shown in other videos, that we have many customers that are buying Google pay per click ads, and they are seeing higher conversion rates in the 4 to 6% range. Some optimization here should save you a bunch of money and should start making you money as well, by getting these people to actually check out. I’m assuming you have a limited budget on this set within Google ad words, so you don’t want the wrong people consuming your budget. Then your ads will stop showing for the people you really want to have come in.
Another thing I notice here with the Google organic, while it’s low, and we do have another video that discusses how to increase your Google organic search results. The thing I do notice here is that these people are staying on your site for a long time, an average of 7.17 minutes, 8.78 views. People are adding to their shopping cart. This is a really good sign that this channel is going to work for you. Again, this is very common for art store fronts, fine store printing, and photo printing companies. In your case, this stresses the importance of prioritizing your efforts to improve your organic search rankings. You should do that in every way possible. You should do that as soon as possible because that’s not going to cost you any money. In addition to that, the channel that seems to be working even better than Google organic is your Facebook referrals. This is fantastic.
Look at what’s happening here. The bounce rate is extremely low. Your page views per session are very high, and your average minutes per session are very high as well. This points to the fact that the people that are finding you on Facebook are extremely targeted. They know you’re a fine art printing company. They know what you’re doing. They’re coming to your site and they’re looking around. They’re spending a lot of time. The only problem is that we don’t see any add to carts and we don’t see any check out conversions. This is a bad sign. This points to the fact that there are some site optimization and some site set up problems in regards to your upload page, checkout flow, and probably your home page, and your verbiage you have, and your calls to action. All of these things will need to be addressed.
We’re going to go ahead and do that in a separate video so that we can get these people as you continually increase your traffic and you get more people from Google organic and more people from Facebook, and these existing people from your Google pay per click to actually start uploading, adding products to their shopping cart, and checking out which is more consistent with what the other fine art printing and photo printing companies we have on our platform are doing.
The other thing I notice here is we normally see a lot more e-mail marketing results here with our typical fine art printing and photo printing companies and I’m not seeing any. I think I see one right here. This is probably from an e-mail you sent out. Only one person came to the site from it. This isn’t a good sign. I’m not sure if you’re gathering e-mails, or if you’re utilizing our leap capture tool. You might want to look into that. It may or may not be a part of your current plan, but the one thing you can be doing right now is capturing more e-mail addresses. Or capturing more leads as we call them.
By doing that you build your e-mail list, and you build a pipe line of future sales that can happen at any time. If you’re not getting sales at the very least you should be capturing e-mails right when people land on your home page. This is a very, very successful strategy that is well documented on our blog. I recommend searching, ‘lead capture tool’ on our blog and reading every article and every stat about it. The results have been fantastic. You need to be doing more e-mail marketing. It works. It’s going to get people to see your brand more often. If you have a list right now make sure you’re e-mailing them at least once a month. Make sure that you’re constantly adding all the new people that are signing up for your business to this list. So that you can bring in more conversions over time. Remember e-mails are easily shareable things that professional artists and photographers who are your target market can easily forward to their friends and anyone that they know that might be interested in the same things. Every opportunity that you have to send an offer or some information, some helpful information out to artists and photographers, the better chances you have that it’s going to reach more artists and photographers. That’s probably the same concept you can take your Facebook and social media strategy to get people to share your posts and your information.
If you have things that are going to help people, they’re more likely to share them. By doing that you’re going to give yourself an opportunity to increase your exposure. The one other thing I’m going to point out on here is this Yelp. We have another video about the importance of Yelp for fine art and photo printing companies. Make sure you see that. Do a search on the blog and you’ll see a whole video on how you can maximize your traffic from your Yelp listing. We also have information and a success plan on it, but watch that video first and foremost.
Once you do all of the things that I mentioned here you should be saving money on your Google pay per click. You should be increasing your organic search traffic. You should be looking for ways to increase your Facebook traffic. You should be looking to send out more e-mails and improve your Yelp listings. All of this stuff will solve the overall problem that we see here which is you need to triple, quadruple this traffic in order to start really getting some energy going for your business. In addition we’re going to address some of the site optimization issues that are preventing you from having these low conversion rates that are not consistent with the other fine art and photo printing companies that we have on our platform that we have demonstrated in other videos. Make sure you check those out as well. That’s it. We will see you next time.
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