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Web Analytics

FutureNow Post
Wednesday, Jun. 3, 2009 at 9:27 am

How Many Potential Buyers Are Visiting Your Website?

June 3rd, 2009

Yesterday, Jeff Sexton blogged about the importance of watching your cost per visitor (CPV) and revenue per visitor (RPV) trends. One of the best ways to get a handle on optimizing these key performance indicators is to get a better sense of your traffic mix.

Instead of looking at your traffic by what marketing efforts are bring the most amount of visitors and converting best, look at your visitor mix as a starting point.

There are 3 types of visitors who can come…

...continue to read "How Many Potential Buyers Are Visiting Your Website?"

FutureNow Post
Tuesday, Jun. 2, 2009 at 10:49 am

Have You Given Your Website a Mid-Year Check-up?

June 2nd, 2009

We’re now 6 months into 2009, and if you’ve embarked on a program of Website/ Marketing optimization, you’re probably looking for some clear, common-sense benchmarks to measure your progress.  Here’s what you should be looking at:

Cost Per Visitor (CPV) – How many advertising, marketing, SEO, etc. dollars do you need to spend to bring in each Website visitor you’re getting.   Don’t look at conversion just yet – it’s your website’s job to convert the visitors; marketing’s job…

...continue to read "Have You Given Your Website a Mid-Year Check-up?"

FutureNow Post
Wednesday, May. 20, 2009 at 10:50 am

Why Bother to Collect Data?

May 20th, 2009

According to a recent study, Marketers are more likely to “monitor” than act on or react to Internet data. While 79% of businesses reported capturing Internet traffic information, only 30% of them actually modified their Websites as a result of traffic analysis. It makes me wonder if this move to be accountable by marketers is only important to them when they are measuring vanity metrics versus actionable metrics.

Are they only using metrics to make them feel better about their…

...continue to read "Why Bother to Collect Data?"

FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

...continue to read "Make Your Web Analytics Actionable in 5 DIY Steps"

FutureNow Article
Tuesday, Apr. 21, 2009

Can your Website Handle the Complexity of your Sale?

April 21st, 2009

As weird as it sounds, it’s the norm for businesses with sales cycles that might be as long as several months to a year and that might involve multiple decision makers and influencers to utterly fail to take these factors into consideration when constructing their website or selecting an analytics package.

In fact, whenever I work with B2B and complex sales clients it’s a sure bet their website won’t:

1) Adequately address the multiple decision-makers and influencers involved in securing the lead…

...continue to read "Can your Website Handle the Complexity of your Sale?"

FutureNow Post
Tuesday, Apr. 14, 2009 at 8:31 am

Dirty Diapers, Shame and Web Analytics

April 14th, 2009

Kudos to Omniture for posting “Survey: Search Marketers Underutilizing Sophisticated Metrics.” It takes guts to stop applauding customers and share some tough love.

According to the Omniture survey:

Marketers picked cost per click and click through rate as among their top metrics to optimize search campaigns instead of deeper metrics such as return on ad spend, cost per customer (or sale) or profit per order 43 percent of e-commerce respondents do not know how to accurately measure profit per customer (or order)…

...continue to read "Dirty Diapers, Shame and Web Analytics"

FutureNow Post
Monday, Mar. 16, 2009 at 9:09 am

You Don’t Own That Customer

March 16th, 2009

John Gaffney’s “Ruining the fantasy of customer ownership” is worthy of a high-five. Read the entire post, it’s short, but don’t miss the conclusion:

“…at no time does a brand own a customer. That chain is cut loose too easily. Brands that approach the online marketing space for customer ownership will be disappointed. Come looking for that precious bit of attention, and marketers get paid in full.”

...continue to read "You Don’t Own That Customer"

FutureNow Article
Friday, Feb. 27, 2009

Building An Optimization Culture

February 27th, 2009

There has been plenty of hot air blown into the bubble that’s getting ready to burst on Internet marketers again. I watched it happen the first time. With all the financial chaos crashing around us now, the last we need is the blind ignorance of the “new economy” happening again.

Earlier last month some hot air came from Interactive Advertising Bureau CEO Randall Rothenberg, who wants to prevent the Internet advertising economy from becoming “performance based.” This week provided another more…

...continue to read "Building An Optimization Culture"

FutureNow Post
Thursday, Feb. 26, 2009 at 9:53 am

Are Your Existing customers Messing Up Your Analytics?

February 26th, 2009

If you offer a subscription based product or service, you may find that your “direct traffic” is above average. This could be an indication that your existing customers/members are coming back to your site for additional information they need.

If these customers aren’t tagged somehow and you don’t have in depth analytics in place, you probably aren’t effectively separating their behavior from the behavior of new visitors to your site. This makes it difficult for you to point out stumbling blocks…

...continue to read "Are Your Existing customers Messing Up Your Analytics?"

FutureNow Post
Wednesday, Feb. 4, 2009 at 11:55 am

Seth Godin’s Two Simple Web Businesses Rolled Into One

February 4th, 2009

How would you like to get business advice from Seth Godin? I did. But then again so did you. Let me explain:

On Independence Day, July 4th, 2008, Seth Godin wrote a post titled “Two Simple Web Businesses” where he declared the world’s need for “fixed-price web podiatrists.”

Podiatrist? Hmmm…OK, well I don’t have a foot fetish, but I do have a fetish for helping businesses make more money from their website by improving their conversion rate.

Seth explained:

“So, a pretty…

...continue to read "Seth Godin’s Two Simple Web Businesses Rolled Into One"

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