Tim Allen's Posts



The Consultant’s Checklist for Launching Content

You’ve launched a brilliant new piece of content everyone is excited about. But a few minutes after it’s sent out into the big wide world, you realise you’ve forgotten to do something. Panic sets in, the phone starts ringing…

I’m guessing many of us have experienced this scenario. In a way, it’s easy to see why. We know pieces will go through rigorous quality assurance processes - checking functionality, browser testing and device testing, but there are other things a project lead needs to look out for.

Here’s a checklist every consultant should review before launch.

Tracking

Have you placed the correct tracking on the page?

For the majority of our clients at Distilled, this means ensuring Google Analytics (GA) or a Google Tag Manager (GTM) container is on the page. Make sure to insert the appropriate tracking code for your own site (Omniture, Coremetrics, etc).

If you’re not sure how to check whether analytics is set up, you have two options:

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Getting To Grips With Google Tag Manager

Arrive at the Google Tag Manager home page and you are presented with the message “Digital Marketing Made (Much) Easier”. Whilst this is true for long term project and tag management, the initial learning curve for Google Tag Manager can be somewhat... frustrating.

Documentation from Google is at present somewhat confusing, yet this is obviously something Google is going to be looking to dedicate more time to in the future as suggested by the extra focus on Google Tag Manager in the new version of the GAIQ Exam.

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4 Tools To Gather User Feedback

As search marketers we invest a lot of time and effort in driving traffic to our sites. Our ultimate goal is to turn this traffic into conversions, yet quite often we prevent our users from doing just that.

When we approach Conversion Rate Optimisation (CRO) many of us leap in head first. We make lots of assumptions about what’s wrong with the site messaging and/or purchase funnel, and whilst we might be right, we run the risk of getting things very wrong indeed.

What we actually need to do is take a step back, find out what the site’s users think. Do they love the site, or hate the site? What do they think we should doing better?

I’ve spent some time testing several tools that gather this sort of user feedback and here are handful that I recommend to getting started.

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