Web Analytics: is this the key to successful online marketing?
November 7th, 2007 by Nick
Many PPC advertisers and SEO junkies invest heavily in these forms of online marketing, believing that the more money they throw into this the more sales and enquiries they will yield. True; but to an extent. What is crucial to understand is the buying process; 84% of the buying process is irrational and can be defined as emotional (more so for women buying shoes) therefore there are far more factors besides the traffic volumes that are affecting conversions. Use Web Analytics to maximise sales in the following 5 ways:
1. Compare organic and PPC traffic – determine which method of advertising is more effective for you by term. You will find that for some search terms, organic is more effective like generic terms (e.g. loans, packaging etc), but for more specific long tail searches, PPC can give you high positions for good conversion rates. If you have a high position in both SEO and PPC you are likely to see an exponential increase in your revenue and enquiries generated through search.
2. Analyse revenue by keyword and position – determine what keywords drive the volume and which drive the sales. You will find that the terms that drive the volume of traffic will drive a high amount of conversions/enquiries, but for a higher than desired price. Through Analytics, you can determine the best position for each keyword to get the best ROI from it.
3. Bounce rates – Understanding of what turns visitors off on your website is very important. Sometimes you will find that 50% of users will click onto your website and then straight back off again. For a search term like ‘life insurance’ this should not be the case if you sell life insurance. Through Analytics you can determine where you are losing your volume of traffic straight away and diagnose why people are leaving. Therefore advertisers can maximise the amount of traffic that enters the site thus getting more out in regards to sales or enquiries.
4. Funnel Overlay – determine how and why people go through your site, understanding what turns people on and off. If you can optimise the content on your site to work around the buying cycle, you can maximise your sales and enquiries again.
5. Goals – The beauty of online marketing is that it can be so transparent. With Analytics you have the ability to track four types of goals. Goals can be defined as objectives for the website. This makes online marketing spend, such as PPC and SEO costs, more transparent and can then calculate accurate ROI.
There are other analytical programs and third party software which allows for more in depth reporting and analysis which can take your online marketing to the next level. At Click Consult we use all of the above to ensure our client’s online marketing is maximised.
Related posts:
- Plan Your PPC Strategy To Create A Winning Account
When planning for your pay per click account, the PPC strategy should be at the centre of everything. You need to thoroughly research your PPC strategy and execute it correctly. This can make the difference between a PPC account that…...
- How do I get Successful PPC at Christmas?
Truth is, PPC should be successful all year round. Depending on seasonal trends which are dependant upon the industry you work in, sales or enquiries will be in proportion to the amount of money that is used in the advertising…...
- Top 10 PPC Mistakes:
1. Keyword Research – without researching keywords thoroughly you will miss out on potential traffic and potential business. You will also miss out on traffic at lower CPCs. 2. Ads – poor ad texts decrease the quality score and the…...
- The Search Engine Marketing Ingredient Of Online Marketing
Are you aware that the keywords ‘Internet Marketing’ are the most competitive keywords in the world? This is what Internet Marketing can do for your online marketing if you make Search Engine marketing…, or SEM, part of your online...
- Directing Email To The Right People
More people than ever are choosing to research online before purchasing. With this lack of personal communication, customers are thrown back on other ways of assessing the reputation of a company online, so will look for trustworthiness and responsibility in…...
This entry was posted
on
Wednesday, November 7th, 2007 at
11:19 am . You can follow any responses to this entry through the
RSS feed.
Link to us
If you want to link to this blog, copy and paste the following HTML code to your website.
Always good quality info from this site!
[...] any campaign ideas been discussed? Have they put together a plan to monitor results, including feedback reports? Who will keep track of the traffic to your site and who will interpret [...]