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Actual for You - Website Marketing Program Success: Web Metrics
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Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effect
What is one of the most obvious ways to get inside your prospects’ minds? It is actually a twofold process: a) Don’t talk too much; and b) Ask lots of questions so they are the ones doing all the talking.When we ask lots of questions, particularly if they are open-ended (the most effective type), we experience several positive byproducts. First, our prospects have the opportunity to tell us exactly what their needs are. That is, they can inform us of what they are looking for and why. In sales, using questions to acquire this kind of information is often called
In Part 1, http://websitemarketingplan.com/Arts/SiteSuccess.htm , we looked at how to improving Website marketing success through marketing planning and project evaluation. Here, we'll look at several Web metrics, ways to measure and improve your Website marketing by understanding the data.
The specific data you collect and analyze will depend on your Website goals and resources available to you. Here are just a few of the measures to consider, along with ideas for making related Website marketing programs a success:
Shopping Cart Abandonment Affects Marketing Program Results
A shopping cart is often abandoned before the sale is complete. The reason is not always negative. Sometimes people are simply browsing or using the shopping cart to help research a future purchase. Many times, however, something is wrong. The shopper is confused by navigation, for example, or frustrated by the number or complexity of steps required at checkout. She may also have discovered information (such as undisclosed shipping charges) that changed her mind or she may have security concerns.
Understanding why and where your visitors abandon their orders can lead directly to marketing program improvements and increase conversion rates. Also, comparing profiles and order content of "abandoners" versus "completers" may lead to additional marketing insights.
Successful Marketing Programs Increase Conversion Rates
Conversion rates tell what percent of people respond to your call to action. (Place an order, sign up for your newsletter, etc.) There are numerous factors -- both Website marketing related and visitor related -- that can affect your conversion rate.
The checkout process, navigation, and Website content (sales copy, link text, graphics, etc.) all play a part. Visitor involvement, such as interest level and customer's place in the buying process, also affect conversion rates.
Website metrics that may uncover opportunities to improve conversion rate include page views, time spent on the Website, number of previous visits, and click rate on links leading to critical pages.
Average Order Size Can Indicate Website Marketing Program Success
An increase (or decrease) in average order size can serve as a metric for marketing success when upsell methods are used. Customer demographics and order content can identify effective (as well as ineffective) techniques.
Upsell programs can include suggesting items complementary to those ordered (ink refills for a pen, for example) or offering products or services at checkout that have general appeal to demographically similar customers. You can also offer related add-on items -- such as a free newsletter or product/service sample -- at checkout. This further opens the door for future business.
Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effect
Based on my talks with local executives, indicators point toward our getting back to business. Many companies that were taking a wait and see stance on Sales are now beginning to once again invest in selling.As we all know from the go-go days, deploying a new sales team takes significant investment, especially if the sale cycle is lengthy. When venture investment was pouring in, I saw scores of companies spend months building and investing in a sales infrastructure before a single call was made! Their new sales VP would first start his search for regional manag
Shopping Cart Abandonment Affects Marketing Program Results
A shopping cart is often abandoned before the sale is complete. The reason is not always negative. Sometimes people are simply browsing or using the shopping cart to help research a future purchase. Many times, however, something is wrong. The shopper is confused by navigation, for example, or frustrated by the number or complexity of steps required at checkout. She may also have discovered information (such as undisclosed shipping charges) that changed her mind or she may have security concerns.
Understanding why and where your visitors abandon their orders can lead directly to marketing program improvements and increase conversion rates. Also, comparing profiles and order content of "abandoners" versus "completers" may lead to additional marketing insights.
Successful Marketing Programs Increase Conversion Rates
Conversion rates tell what percent of people respond to your call to action. (Place an order, sign up for your newsletter, etc.) There are numerous factors -- both Website marketing related and visitor related -- that can affect your conversion rate.
The checkout process, navigation, and Website content (sales copy, link text, graphics, etc.) all play a part. Visitor involvement, such as interest level and customer's place in the buying process, also affect conversion rates.
Website metrics that may uncover opportunities to improve conversion rate include page views, time spent on the Website, number of previous visits, and click rate on links leading to critical pages.
Average Order Size Can Indicate Website Marketing Program Success
An increase (or decrease) in average order size can serve as a metric for marketing success when upsell methods are used. Customer demographics and order content can identify effective (as well as ineffective) techniques.
Upsell programs can include suggesting items complementary to those ordered (ink refills for a pen, for example) or offering products or services at checkout that have general appeal to demographically similar customers. You can also offer related add-on items -- such as a free newsletter or product/service sample -- at checkout. This further opens the door for future business.
Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effect
RSS has been around for more than 10 years but has only recently become popular. RSS provides headlines and summaries of information in a concise and standardized way.Benefits for Publishers1.) Avoid Spam FiltersStatisticians estimate that 70% of the email transferred each day is spam (unsolicited email). With that statistic, even opt-in users risk losing valuable messages in the cesspool of spam. RSS feeds effectively nullify spam as an issue. Requesting feeds allow users to maintain complete control over the content they view. Users can easily o
Understanding why and where your visitors abandon their orders can lead directly to marketing program improvements and increase conversion rates. Also, comparing profiles and order content of "abandoners" versus "completers" may lead to additional marketing insights.
Successful Marketing Programs Increase Conversion Rates
Conversion rates tell what percent of people respond to your call to action. (Place an order, sign up for your newsletter, etc.) There are numerous factors -- both Website marketing related and visitor related -- that can affect your conversion rate.
The checkout process, navigation, and Website content (sales copy, link text, graphics, etc.) all play a part. Visitor involvement, such as interest level and customer's place in the buying process, also affect conversion rates.
Website metrics that may uncover opportunities to improve conversion rate include page views, time spent on the Website, number of previous visits, and click rate on links leading to critical pages.
Average Order Size Can Indicate Website Marketing Program Success
An increase (or decrease) in average order size can serve as a metric for marketing success when upsell methods are used. Customer demographics and order content can identify effective (as well as ineffective) techniques.
Upsell programs can include suggesting items complementary to those ordered (ink refills for a pen, for example) or offering products or services at checkout that have general appeal to demographically similar customers. You can also offer related add-on items -- such as a free newsletter or product/service sample -- at checkout. This further opens the door for future business.
Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effect
Twenty or more years ago I took several evening courses in an effort to meet other people and especially women.One of the courses I took for about a year was Tai Chi. The major benefit of the course was to learn about balance. The instructor demonstrated to us how most of us walk. We take a step, then fall forward and catch ourselves with the other foot before the rest of the body hits the ground. In other words we stumble forward. When we are in balance we can move forward with deliberate steps, and we should be able to stop anytime in the middle our stride wi
Website metrics that may uncover opportunities to improve conversion rate include page views, time spent on the Website, number of previous visits, and click rate on links leading to critical pages.
Average Order Size Can Indicate Website Marketing Program Success
An increase (or decrease) in average order size can serve as a metric for marketing success when upsell methods are used. Customer demographics and order content can identify effective (as well as ineffective) techniques.
Upsell programs can include suggesting items complementary to those ordered (ink refills for a pen, for example) or offering products or services at checkout that have general appeal to demographically similar customers. You can also offer related add-on items -- such as a free newsletter or product/service sample -- at checkout. This further opens the door for future business.
Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effect
Delegation is a subtle, yet vital art in business. It can work very effectively for you - but only if you use it well. And use it for the benefit of all involved. There is a vital 'ground rule' that you must accommodate. And that's around a clear 'level of authority' to act...Most business owners, managers and executives who are successful have a clear strategy for making the most of their own skills. To quote Stelios Haji-Ioannou, founder of easyJet, the originator of no-frills short-haul airlines in Europe, in their latest in-flight magaz
Measuring Marketing Program Success Through Search Engine Results
Search engines and directories can be a large source of Website traffic. Measure results from this traffic and identify ways to improve Website design to increase search engine results.
You can measure results by search engine and by keyword. The former can lead to improving your site structure, resulting in more effective listings on specific search engines. The latter can help you refine Website copy to emphasize more effective keywords and phrases.
There are numerous search engine measurements. A few that can lead to improving site success are inbound traffic analysis, clickpath analysis, and visitor satisfaction levels.
Web Metrics / Analysis Resources
Condensing Web metrics into a single article is like writing "Rocket Science in Three Easy Steps" -- impossible. You can get a better understanding of Web metrics by reading books written by the experts and conducting a search on the phrase "Website metrics."
To learn more about the technical issues surrounding Web analysis, read Web Site Analysis and Reporting, by Robin Nobles and Kerri-Leigh Grady.
Web Metrics: Proven Methods for Measuring Web Site Success, by Jim Sterne includes case studies and discussions that explain how to use Web metrics to improve Website marketing program success.
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