Marketing and Web Analytics is the fundamental platform upon which we grow web marketing projects. If you don’t measure, then you can’t improve.
When you know where the leads are coming from,
Decision making is easy.
The converting keywords and pages, tell us what to do next. The path becomes clear.
We work on what is already working
Increasing leads from a successful page or a keyword is much easier than starting from scratch. You delve into content development, build in more related keywords to get more visitor traffic, and persuade more people into taking action.
Increase the number of visitors, and increase the conversion rate –
Forms, Calls and Web Chat
Each of these should be triggering goals in analytics and conversions in Google and Bing ads.
Most of our professional services clients get more phone calls than they do forms. They tell us that calls are the best leads too.
The technology we use pinpoints the keywords people use when they call.
We get to understand which keywords are ‘converting’, on which pages, and it tells us where to spend our time. This is the biggest competitive advantage. If you know which keywords produce leads in large quantities and the competitors don’t – you’ll win.
Choose which clicks to measure
First click only.
The most important click is the first one, it is the biggest influence on the second click. Avoid double counting and the temptation to count existing clients as new business by separating out the brand clicks.
When searching for needles, Google gives us more haystack.
Click to Revenue
Some leads might well be cheap for a reason. It’s important to track which leads are not working and switch them off or you can be wasting time on spurious leads
Request Article: What to do when you have too many leads.