The Importance of Google Analytics

At FCDM, we rely on Google Analytics for monitoring website traffic of our clients’ websites. We use the information provided to mould the digital strategy of our clients. Google Analytics was launched in 2005, and is the most widely used web analytics service in the world. Google Analytics is used predominantly by small and medium-sized business owners, in order to view the traffic on their website. By utilising Google Analytics, you can discover how many people view your website, how many download items from your website, and how many visitors get referred to your social media pages from your website.

Google Analytics can be used by anyone who has a google account. If you’re wondering how it works, the data is collected by a JavaScript page tag that is inserted into the code of pages the user wishes to collect data on. This tag works as a virtual bug to gather information on users. A limitation with Google Analytics is that the tag relies heavily on cookies, and therefore cannot collect data from users who have disabled cookies.

When using Google Analytics, you can alter your dashboard so that you can see the statistics that are most relevant to you. If you are running campaigns, you can discover which campaigns are the most successful. You can even discover where in the world your most frequent visitors are located, and what items are searched for most on your website. You can determine which pages keep your visitors interested for longer periods of time, and which have the highest bounce rate. The bounce rate is the percentage of visitors on your website who close your website entirely after viewing only one page. In case you’re interested, you can also find out how many visitors were using mobile devices while visiting your website, which may help you when deciding whether to upgrade your website to a mobile friendly website.

Google Analytics can be used in conjunction with other google products like AdWords, Public Data Explorer and Website Optimiser. There are some limitations to Google Analytics, which means that it may not be suitable for more complex websites and larger organisations. The valuable information you get from using Google Analytics is endless, and its popularity only confirms how valuable a tool it really is. If you would like to learn more about how we can implement a digital strategy for your company, please don’t hesitate to contact us today. We look forward to hearing from you and working with you soon.

Team FCDM

UX Design and the UX Design Experience

 When it comes to UX design, there is an assortment of definitions. UX design is a creative and analytical process that designs the type of experience a user is going to have with a certain product. The ultimate goal of a UX designer, is to create an exciting end product that surpasses the user’s existing expectations.

At FCDM, we pride ourselves on our UX Design technique. When designing a website or a logo, we learn about our customers’ needs and values and their customers’ needs and values, in order to create the best possible UX design experience. We tailor the product around the requirements of our customers. We always take into consideration any conceivable desires the user will have throughout the evolution of the design process in order to create the ultimate UX design experience. It is the customer’s needs that steer the wheel in the navigation of the design process.

Here at FCDM, we view the UX design experience of the user as something we constantly strive to enhance. We endeavour to increase user satisfaction, to make the product functional and enjoyable to use. We always ensure that the product is as easy to use as possible, to appeal to the maximum number of users as possible.

Visual design is an important aspect of the UX design experience, especially when it comes to marketing. In order to capture user’s attentions, the products we design are appealing, memorable and unique.

At FCDM we are always interested in hearing from new business who are looking to grow and invest in their online growth strategy. Please don’t hesitate to contact us for further information on how we can design a platfrom you will be proud of, that will help you invoke more customers and generate revenue.

Team FCDM

SOCIAL MEDIA TIPS FOR SMALL BUSINESSES

At FCDM, part of our full circle approach is to include social media in the digital strategy of our clients. Social media, when used effectively, can build your business brand and teach you a great deal about your customers.

We have created a list of some important tips for social media, in order to help you get the most from social media for your business.

 

1. Figure out who your target audience is: Ask yourself these questions; What age are my customers? What are their interests? What types of new customers do I want to attract on social media? This is key in deciding what approach to take.

2. Don’t set up multiple accounts on every social media platform: You won’t have time to update them all, so pick a few that you think will help your business the most and attract the right attention. Larger more mainstream social media platforms such as Facebook and Twitter can be very powerful. Facebook has 1.65 billion monthly users, and Twitter has 350,000 tweets per minute.

3. Show the human side to your business: Interact with your customers on a personal level by showing them the real you. Share your opinions about things you are interested in, add a personal greeting, and ask your customers some questions to engage with them. At the same time, be careful not to offend anyone.

4. Be useful: Nobody wants to be flooded with ad’s in their newsfeed! Don’t just post ad’s, post useful content for your customers, and ensure that it is content that will make others look good when they share it. Give people a reason to like your page with interesting content and competitions which will attract a wider audience.

5. Schedule your posts: Create multiple posts in advance to save yourself some time and stagger them. You can schedule in advance to ensure they are posted at appropriate times. Studies have shown that:

  • Thursdays & Fridays are the best days to post on Facebook and Twitter
  • 1pm is the best time to post on Facebook or twitter to get the largest number of shares/retweets
  • 3pm is the best time to post on Facebook to get the most number of likes
  • 12pm – 3pm is the best time to post on YouTube, and 5pm-6pm is the worst time to post
  • Saturdays between 8pm – 11pm is the best time to post on Pinterest, with 9pm being the peak time
  • 3pm-4pm is the best time to post on Instagram 7 days a week. The worst day to post on Instagram is Sundays.

6. Use ad’s wisely on social media: Make sure to post an interesting or humorous ad that will catch your customers attention. Include photos, videos and links to your website.

If you are looking for an experienced digital agency, who can help your business to win business, FCDM can help you! Contact our experienced team today to find out how FCDM can take your business to new heights!

 

Reducing Your Cost of Customer Acquisition: The Basics

The cost of customer acquisition (CAC) refers to the price that one must pay to obtain a new customer. To calculate CAC:

Divide the total costs associated with acquisition by the total number of new customers, within a specific time period.

Being able to calculate and identify the CAC is one of the most important metrics for any business. Why? Because you need to secure a return on investment to generate profit. CAC costs can be quite high and this is the main reason why many online businesses fail.

All of your investments should be thought of as a machine. You invest money in one side of the machine and you should generate sales (and profit) from the other side. To know how effective your machine is performing for your business, you must be able to calculate how much you need to invest to secure a profitable return.

Once you know your CAC, the important ratio to consider is when the value that your customers bring is compared to how much it costs to acquire them. The lifetime value of a customer to your business, must be higher than the cost of acquiring them. Otherwise the business will fail. No matter how efficient your customer acquisition, if you cannot generate revenue higher than the cost of acquiring them, you are losing money.

By generating the CAC for a business and comparing it to the lifetime value of customers, you will be able to clearly identify and analyse the health of your business model. To calculate the lifetime value of customers, follow the formula below:

(Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years for a Typical Customer)

The ratio between CAC and lifetime value will also be useful when assessing how marketing and sales campaigns are performing. You should always aim to identify marketing channels that provide a high lifetime value compared to the cost of acquisition.

It is important to make a clear distinction between the cost of customer acquisition (CAC) and the cost per action (CPA). In ecommerce, the amount that you pay to acquire a customer, is referred to as cost per action.  This cost relates to both new and returning customers. Meanwhile, CAC focuses solely on the cost of attracting and converting new customers.

To reduce the cost of CAC as much as possible, follow our tips below.


  • Referrals, referrals, referrals.

The fastest growing companies operate largely on referrals from existing clients. This means that the lifetime value of the new customer drastically outweighs the cost of acquisition.

Potential clients will trust their family/friends much more than any marketing campaigns directly targeted towards them. This means that once a referral is made, you are more likely to close a sale promptly as the potential client already has a reasonable level of trust towards your company. In this scenario you are saving both money and time.


  • Grab the attention of your target audience!

Paid advertising is effective and will lead to customer acquisition. However, it is important not to undermine the value that free or low cost actions can have on reducing your CAC. PR stunts are the perfect way to grab attention and showcase the personality of the brand at the same time.

An example of a master in this area is Richard Branson, founder of the Virgin group. With over 400 companies, Branson brings a unique flair to his strategies.

In 1996, the Virgin Group launched their bridal chain. Branson arrived at the launch event, with full make up and dressed in a bridal gown. This grabbed headlines worldwide and everyone knew that the bridal chain was now open.

Again, in 2007, Branson demonstrated a unique way to attract attention to his airline.

He celebrated the first Virgin America flight by bungee jumping off the Palms Hotel Casino in Las Vegas, a 407-foot tall building. This daring move did not require a large investment however, it grabbed attention worldwide and maximised exposure for the airline.


  • Innovation.

On a continuous basis, new customer acquisition channels become available. Meanwhile, existing ones might be improved. It is important to stay focused on what works for your business and think outside the box from there.

Set aside a small portion of your overall budget for experimentation. Test new channels that are becoming available and see how they work for your business. Collect the data from these rapid tests and use it to steer your future actions in an attempt to reduce your CAC.


If you would like to learn how FCDM can help your business grow with AdWords help and direction, contact a member of our dedicated business development team today and get a free consultation with one of our PPC Specialists.