Well, I for one thought I had heard it all. From “dolly converters” to “body jobs”, where we specialize in the industry, we have a pretty good vocabulary as it relates to the world of trucking. I came across a new one the other day though, “Non-asset freight pimp”.

Let’s face it; freight brokers still have a bad rap. Maybe it’s jealousy because the broker doesn’t have to  make the heavy investment into their business that carriers do. Maybe it’s presumed or documented unethical behaviour. Either way, most freight brokers don’t want to be called freight brokers and many carriers would like to see them wiped off the face of the planet. Why? They have been successful in capturing freight that used to belong directly to carriers at a higher rate. Brokers can provide a lower rate and they are a contributing factor to the erosion of freight rates for the carriers.

We did a website for a small broker a couple of years back. He was happy with the results and referred us to one of his flatbed carriers in the region. When we met with that well established carrier, he was extremely frustrated. “How is it I keep losing out to a freight broker? He gets the freight and then I move it. I don’t understand.” I didn’t understand either, so I spoke to the broker in question. My assessment, after a brief discussion, was that the broker in this case, was a more confident sales person and he offered the customer a choice between several carriers, at several price points. Customers like choice.

It’s a funny world. There are many carriers that fill their trucks with broker freight. Brokers are their sales force and these carriers have very few relationships with customers directly. There are carriers that successfully outsource key lane segments to other carriers, like the corridor between Windsor and Quebec City or Ontario to Atlantic Canada, without a hitch. The message I get from that, is the shipper is mostly concerned about getting the job done, not how it gets done.

Lee’s quote for the day

“In the music business, there is a saying that the side men all want to be front men and the front men all want to go home. In the trucking business, it seems most carriers want to play in the “freight pimp” world and most “freight pimps” have the dream of building up key lanes so they can put on their own equipment. Whoever orders their new Cadillac first, is the winner!” 

Google Analytics is a superb website statistics tool for measuring overall website performance, your electronic marketing campaign initiatives, and in some cases even your website’s ROI. If you’re in the transportation business, and are using Google Analytics on your website, there are several key metrics within the service that will allow you to measure and assess how your site is performing.

There are two ways which you can view Google Analytics data, through the browser and via pre-defined and scheduled e-mail reports.  Although you can customize the type of reports you receive from Google Analytics, the most commonly received report is the default dashboard report which presents a good set of key website performance metrics. The dashboard report consists of several categories, which are defined by several key metrics.

We’ll take a look at each of these categories and metrics in detail, and I’ll show you how they should be interpreted within your transportation related site. Typically most dashboards reports cover the past month, so just keep that in mind if you’re viewing the PDF report.

Traffic Sources Overview – The Four Ways Visitors Get To Your Website

There are four key traffic sources for any website. Direct Traffic, Referring Sites, Search Engines and Other.

Direct Traffic refers to visitors who type in your website address directly into their browser. These visitors either have your site bookmarked, know your website address, or reference some promotional material where your website address is printed, such as an ad, a business card or some other advertising piece.

Traffic from Referring Sites is the amount of traffic you receive from other sites that carry a link to your company. It could be a transportation partner, an association that you’re a member of, or a general internet directory.

Other Traffic comes from custom defined sources. You can track your various marketing campaigns (e-mail newsletters, outlook signatures, etc) using Google Analytics, but that’s beyond the scope of this article, and we’ll take a look at that in another one.

The Top Traffic Sources subcategory shows the source of where your website traffic is coming from. Here you will see search engines like Google, or Yahoo, or a list of those Referring Sites that we’ve talked about.

The Keywords subcategory will show you the top 5 keywords or keyword phrases that are used to get to your website through a search engine. In most cases it will be your company name, as a good percentage of visitors will type in your company name into Google when looking for you. If your website is Search Engine Optimized (SEO), phrases related to your business will show up here. So for example, if your site is search engine optimized for “Canada LTL”, or “Toronto Montreal Truckload” these terms will show in this category. Keep in mind, that on the dashboard report you only see the top 5 keywords, and you will have to login into the Google Analytics service in order to view more.

Visitors Overview  - What Kind Of Visitors, and How Are They Viewing Your Website

The visitors overview page, is the third page of your dashboard overview. The first metric that you will see is the Visits metric, which will tell you the amount of visits your website has received over a specified period. Any time someone visits your website, they are counted in this metric.

The Absolute Unique Visitor metric, is the amount of “unique” visitors your website has received. It is a bit more difficult to understand. A unique visitor is someone that is visiting your website for the very first time. If they have visited your website in the past within the specified time period, they are still only counted once. You can have  multiple visits, from one absolute unique visitor. This metric is a true representation on the number of actual individuals that have visited your website.

The Pageviews metric shows how many pages were viewed on your site. If your website has just a single page, and you had 100 visitors to your site, more than likely you will have received 100 pageviews. Simple math. So the pageviews metric factors in how many pages your website has. If you have a very large site, and a large number of visitors, the amount of pageviews that you will receive is very high.

The amount of Average Pageviews shows on average how many pages a visitor has looked when visiting your website. The higher the number, the better. A higher number typically indicates a higher quality of visit. In an ideal world, a visitor will land on your homepage, go to your services pages, and then visit the contact page. You’ve just landed a potential customer, and best of all, you can track this with Google Analytics.

The Time on Site metric shows the average number of minutes or seconds that the average visitor has spent on your site. Again, a higher number will usually indicate that the visitor is interested in your website and has spent a good time browsing around the various pages.

The Bounce Rate shows how many times a visitor has left immediately after visiting the first page that they’ve landed on. While this is an important metric, it is more important to look at the bounce rate when viewing the New Visits metric.  The reason behind this, is that the bounce rate on the dashboard report factors in New and Returning visitors. A Returning Visitor for example may just be visiting in order to trace a shipment, so the bounce rate for returning visitors will higher than new visitors. New visitors to your site will have a lower bounce rate. They will be interested in the services you offer, and will look around other pages of your website. The New Visitor/Bounce Rate report is not available within the default dashboard, and you will have to login or get a report setup in order to view these stats. Contact us on how you can do this (link to contact page).

The last metric shows the percentage of New Visitors. New visitors are people who are visiting your website for the first time. If you further dig down in this metric, you can figure out how your new visitors are reaching you – if they’re coming to your website directly or if they are searching for a specific keyword or term on Google and reaching you via a search engine.

Technical Profile – Browser and Connection Speed Data

The Technical profile section shows the technical aspect of the visit, such as browser and connection speed. This data is important to know if your website has some features which may be incompatible with a particular browser.

The connection speed shows what type of connection your visitor is using. In most urban centers DSL, Cable and other high speed connections will be most common. However, if your transportation company is primarily servicing a rural area where high speed connections are not prevalent, you will see a larger number of dial up connections. In this case, it is important to optimize your website so that it loads as quickly as possible for customers with slow connections.

Map Overlay – Where Are Your Visitors Coming From?

The map overlay is the last section of the report and shows you where your visitors are coming from. The PDF dashboard report will just show you the country of origin. You will want to login into your Google Analytics account and view the information in detail by clicking the specific country that you wish to gain information on. This will give you a further break down by region and city.

In Summary

Google Analytics is a very powerful tool, and can be customized to an endless extent. If you have Google Analytics running on your site, that’s good news, because you’re already capturing all that key visitor data. If you don’t have Google Analytics, or simply wish to set more reports up to be e-mailed to you, contact us, and we’ll set you up.

As I get to know my customers better, I’m surprised to find so many boomers in charge of transportation sales and marketing who share my interest in riding motorcycles and playing guitar. Many of us have rekindled these passions later in life, but is it a mid-wife crisis, a way to keep our Mo-jo workin’ or just good old fashion fun?

Regardless of the reason we enjoy the 3M’s, here are a few things to keep straight as we continue these activities into our senior years.

• Music. If your plucking your G string make sure it’s attached to your guitar.
• Motorcycles. Although wearing leather chaps promotes safe cruising on the highway, prepare for different reactions if you mistakenly wear them to the boardroom or the bedroom.
• Marketing. If you don’t understand how you are different from your competition, neither will your customers.

Lee’s Quote for the day. “You need to blend out, not in, to get noticed. This applies equally to your marketing, your music and your motorcycles.”