Measure Search Traffic to Your Site!
Vida | 10 March, 2009
So, you think that sale was the result of the customer clicking on an ad after typing in that keyword? Think again. Chances are that the customer has been to your site before, quite probably on a different keyword, a different ad, and quite probably after having been subjected to outside influences.
A friend of ours runs ConversionRuler, a tracking and reporting service whose motto is, “You can’t manage what you don’t measure.” Truer words were never spoken. Without measurement you stand the chance of missing patterns of behavior that can have huge consequences to your bottom line. Patterns that demonstrate conversions occurring after multiple trips to the site by a visitor who initially arrives on a generic keyword, comes back after more research through a targeted keyword and leaves, ponders, decides to act, and returns to your site by typing in your domain name. You would only know this if you tracked your traffic. And not just your PPC traffic, but your organic traffic as well.
Gathering these data is the first step in a more strategic and efficient marketing program. From such data comes information on things like user behavior. From this understanding come strategies to be tested in order to generate more profits. And isn’t that what it’s all about?
File Under: Pay Per Click & Search Marketing Comments (0)
