One great idea for catalog businesses going online

by Ben Myers

We’re in the thick of working on our monthly digital analysis reports here at Napykn. At this point, we’re bringing together ideas developed from last month’s reports, looking at the most recent month’s data and refining our techniques based on our readings from numerous online sources. Recently, we’ve been working with a few catalog-based companies […]

Don’t let your thesaurus eat your leads

by Jim Cain

We don’t claim to be a copywriting company. We let each client’s data guide the recommendations we make on their digital business and optimization strategy. That said, we fully appreciate the importance of good copy in the persuasion/conversion process, and there is no place worse for brutal copy than B2B. Tell me what you do or […]

How to track email campaigns in Google Analytics

by Ben Myers

One of the most common recommendations that Napkyn makes to our clients is to properly tag emails so that they can be tracked in Google Analytics. The key to actionable and insightful digital analysis is clean data that properly represents an online business – and tracking email sendouts is a pretty simple way of cleaning […]

Why e-businesses need effective category pages

by Ben Myers

Imagine that you walked into a store and told a salesperson that you want to buy a blender. The salesperson walks into the store room, grabs one off the shelf, comes back and puts it in your hands. “You want it or not?” he says. “Not this one exactly,” you say. He walks away and […]

Don’t trust your instincts

by Ben Myers

All too often, when it comes to online businesses, we tend to simply go with our gut feeling. Will a video on the homepage increase bounce rate? What sort of discount will result in the most sales? Most online business owners and managers just don’t have the time or mental energy to perform the tasks […]

Sentinel pages, part deux

by Jim Cain

So let’s think about ways to apply the concept of the ‘Sentinel page’ to your business. First, think about the biggest group of mostly irrelevant traffic you have. By this I mean a segment of visitors that either cannot or most likely will not convert, either because it is not possible or because your site […]

Use ‘Sentinel’ pages to separate wheat from chaff

by Jim Cain

I have never had a client call where I didn’t learn something new and interesting. As the digital analyst, we end up in an interesting intersection in a client’s staff and vendor ecosystem where we get to see and talk about everything that happens online. We are monitoring the effects of detailed traffic generation initiatives, […]

Segmentation and Conversion: Closer to the Heart

by Jim Cain

In a previous post I referenced the importance of considering only ‘convertable’ traffic when looking at a goal conversion rate, i.e. only look at US visitor data if you don’t ship or service outside the US. The reason that you always look at conversion when analyzing web data is because it allows you to always […]

The best things in life are free … kinda.

by Jim Cain

One of the most interesting things about working at Napkyn is that every discussion with a prospect or new customer is a fascinating one. The reason is that every serious owner of a web presence, whether is it a store, lead gen site, non-profit, or even blog is running analytics. Because these analytics tools are […]

Why bounce rates are important … and not important.

by Jim Cain

There’s nothing like a solidly contrary title to start off a web marketing blog. One of the most fascinating and frustrating things about web analysis is that every metric is relevant in certain contexts, and irrelevant in others. Depending on your business and the segment of traffic we are examining, metrics like time on site, […]