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Tips For Successful PPC Analytics Projects




A clear goal will help guide a project in so many ways. It will also give you a clear definition of what success is, and should be your north star as you start planning and executing a project.

In addition to planning for a big project, when you find yourself getting lost in the weeds, go back to your goal. A good question to ask yourself is: how is this helping us reach the end goal for this project?

What makes a good goal, you ask? Remember the SMART acronym – specific, measurable, attainable, relevant, time-based.


This project will result in a new analysis tool by March 1st that will save account managers approximately 2 hours each week.

This project will result in a new data storage solution allowing for time savings related to monthly reporting, as well as additional future tools and analysis opportunities. By 2021 we will have all of our client and internal data uploaded.


Unfortunately, life isn’t free. If you need additional resources, you’ll need to budget for them. If it’s software that you need, be mindful of how much data you have, and how many users/logins you need.

If you are proposing something that requires additional cost, have a plan to demonstrate how this project is adding value, whether it’s cost savings, revenue generation, or time allocation.


This project will cost $500/month for data storage but will allow us to cancel our subscription to XYZ software, saving $800 a month.

This project will have an upfront cost of $1200 but will automate reporting and forecasting tasks, allowing Account Managers to spend their time optimizing their accounts


This aspect of project planning can be tricky, as unforeseen roadblocks can and do happen (sometimes frequently… *sob*). For data projects, I like to think of timing in the following phases:

  1. Research
  2. Set-Up
  3. Testing
  4. Debugging
  5. Rollout

Estimates are definitely okay here, just try to allocate time among the blocks as closely as you can. For example – I allocate quite a bit of time to research, set-up, and debugging. 


“Scope” refers to how many people will be involved, and how many people will be impacted by the project. Generally, the larger the scope, the more planning is needed and the overall timeline will be a bit slower.

Determining the scope is important for a few reasons. The first being that you need to know how many people you need to be working on it (taking time and energy away from other potential projects). Secondly, you need to be thinking about who will be impacted and why, and how you will communicate that to your stakeholders (covered below).


Buy-in is a critical part of a successful initiative, and the beginning step is determining who your key stakeholders are. 

What is a key stakeholder, and how do I figure out who they are? I think of stakeholders as anyone who will be using the final product, or anyone who is approving resources/budget/etc. for the project. It’s important to clearly outline the goal, scope, timeline, and what you need from your stakeholders early on in the process.

Data Requirements

Solid planning around the data you are using will help you avoid future headaches. Better to find out that you need to restructure your data while you are in the planning stage, rather than midway through trying to write code (this definitely hasn’t happened to me before..?)

  • What information do you need
  • Who owns that information
  • Where is it stored
  • How is it structured

If significant changes to your data structure and storage are required, make sure you set aside enough time in the “set up” phase of your timeline.

Communication Tips

One thing I have learned over the years (and many, many projects) is that communication is arguably the most important skill to develop for successful work. If you have a solid idea but aren’t able to communicate the value, your project might be dead in the water.

Remember those roadblocks I mentioned before? In my experience, communication is the fix for most of those. The more complicated the project, the more stakeholders, the better the flow of communication needs to be.

  • Be Clear (try not to write a novel)
  • Set Expectations
  • Include Deadlines
  • Provide Status Updates Along the Way

These tips are applicable for communicating your ideas and plan, but are also very useful when asking others to take some action that you need. (For tips on communication with clients, check out The Art of Client Communication). I like to format these requests with the ask, the deadline, and the why. Here’s an example:

Action Required: I need Bob to update columns A and B on this spreadsheet (link here)

When: by 5 pm on Thursday, Jan. 30th. 

Why: These numbers are instrumental in getting the new dashboard project up and running on time. If you cannot meet this deadline, please let me know and we will come up with an alternative.”


How to Maximize Website Conversion Rates Through Mobile Optimization Strategy



How to Maximize Website Conversion Rates Through Mobile Optimization Strategy

If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.

Nope – the solution’s much more simple. Mobile optimization!

Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.

Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.

What is Mobile Optimization Strategy?

First things first – what is mobile optimization, exactly?

Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)

It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?

Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.

It’s not a good user experience (UX). But, more importantly, it’s not good for business. 57% of mobile users won’t recommend a business with poor mobile optimization. 

Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!

How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips

Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:

  1. Provide a simple, clean checkout experience
  2. Add on-page product recommendations
  3. Offer more ways to pay
  4. Strengthen your CTAs – and their visibility

Read on for the full scoop.

1. Provide a Simple, Clean Checkout Experience

The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.

How exactly you do this will depend on how you’ve built your website. But a few broad tips include:

One of Website Builder Expert’s tips for improving your conversion rates is to use fewer form fields – which is also an important aspect of your checkout experience.

Image source: Average Website Conversion Rates in 5 Key Industries

2. Add On-Page Product Recommendations

Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.

The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.

On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.

3. Offer More Ways to Pay

These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’

It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.

Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.

Your job? To ensure your customers can pay with multiple different payment methods, including:

  • Mobile wallets (such as Apple Pay and Google Pay)
  • Credit and debit cards
  • PayPal

Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.

And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.

4. Strengthen Your CTAs – And Their Visibility

When it comes to maximizing conversions, compelling call-to-actions are a must.

So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:

  • Start with command verbs that create excitement and engagement.?
  • Cultivate a sense of urgency?
  • Demonstrate the benefit to the customer if they choose to take action?

Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?

One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.

Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”


Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.

So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!

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