| |
The Benefits of Web Analytics
As a marketer, you realize the need to understand the results of the investments
you make in order to achieve the goals you've established for your website - whether
those goals are actual online purchases, or requests for information, downloads
of product demos or white papers, etc. Within search engine marketing campaigns
your "investment" can, and must, be broken down to an extremely granular
level in order to measure - and more importantly - maximize, your results. You
need to know what each keyword is generating for you in terms of both traffic
and ROI - both from natural search engine optimization and pay-per- click programs.
Only then can you and your The Web Marketing Guy campaign management team make the most
informed decisions regarding changes to your targeted keyword list in order to
maximize your ROI.
a. Measuring and maximizing ROI
- Identify which referral sources (i.e. search engines, e-mail campaigns, newsletter
sponsorships, print ads and affiliates) generate the most revenue, products, customers
and orders for your business.
- Which sources have the highest browse-to-buy ratios and the highest overall
revenue potential.
- Actionable information enables timely decisions, such as continuing a successful
marketing strategy or stopping a campaign going nowhere.
- Measure-respond-measure scenario
- Online channel is keeping up with your overall business goals
- Visitor traffic and e-commerce sales numbers justifying the resources put
into them
b. Better Target Your Marketing Efforts
- Determine which visitor groups are most likely to convert into customers,
members or subscribers
- Define visitor groups by the content they read, the actions they take, even
the URL they come from.
c. Optimize Conversions
- Click-path tracking to maximize the rate at which your Web site visitors
convert into customers, subscribers or members.
- Adjusting the content and navigation of your site in response to your reports
d. Pinpoint Online Revenue-Enhancing Opportunities
- e-commerce intelligence tying in clickstream behavior (the page-by-page paths
visitors take through a site) with purchasing activity to unveil key shopping
patterns and trends
- Identifying online revenue-enhancing opportunities, such as product cross-sells,
the most profitable referring sources of traffic, and the ability to see which
keywords, search engines or promotions drive the most sales.
- Determine upward and downward trends in a particular product, and which products
would function best as loss leaders to attract new customers.
e. Save On Customer Support - improving the efficiency of
your online support to dramatically reduce your offline costs.
f. Help Customers Help Themselves - path analysis indicates
whether or not visitors are finding the information they need within.
- Early detection system for possible problems
- Real-time analysis of visitor interaction with your Web site can prompt changes
to ensure that your products meet the needs of your customers, and uncover potentially
larger support issues before they become headaches.
Please feel free to read on about and find out how The Web Marketing Guy can make a
difference in your web analytics:
|
|
Web Marketing Services
Web Analytics
Search Engine Positioning
Search Engine Optimization
Search Engine Registration
Pay per click (PPC)
Services
Keyword Market Research
Web Marketing
- Email Campaign Management and Consultation
- Banner Marketing
- Link Popularity Development
- Viral/Community Marketing
- Affiliate Program Marketing
- Search Engine Positioning Training
- Search Engine Positioning Speaking/Presentations
|
