Many PPC advertisers and SEO junkies invest heavily in these forms of online marketing, believing that the more money they throw into this the more sales and enquiries they will yield. True; but to an extent. What is crucial to understand is the buying process; 84% of the buying process is irrational and can be defined as emotional (more so for women buying shoes) therefore there are far more factors besides the traffic volumes that are affecting conversions. Use Web Analytics to maximise sales in the following 5 ways:

1. Compare organic and PPC traffic – determine which method of advertising is more effective for you by term. You will find that for some search terms, organic is more effective like generic terms (e.g. loans, packaging etc), but for more specific long tail searches, PPC can give you high positions for good conversion rates. If you have a high position in both SEO and PPC you are likely to see an exponential increase in your revenue and enquiries generated through search.
2. Analyse revenue by keyword and position – determine what keywords drive the volume and which drive the sales. You will find that the terms that drive the volume of traffic will drive a high amount of conversions/enquiries, but for a higher than desired price. Through Analytics, you can determine the best position for each keyword to get the best ROI from it.
3. Bounce rates – Understanding of what turns visitors off on your website is very important. Sometimes you will find that 50% of users will click onto your website and then straight back off again. For a search term like ‘life insurance’ this should not be the case if you sell life insurance. Through Analytics you can determine where you are losing your volume of traffic straight away and diagnose why people are leaving. Therefore advertisers can maximise the amount of traffic that enters the site thus getting more out in regards to sales or enquiries.
4. Funnel Overlay – determine how and why people go through your site, understanding what turns people on and off. If you can optimise the content on your site to work around the buying cycle, you can maximise your sales and enquiries again.
5. Goals – The beauty of online marketing is that it can be so transparent. With Analytics you have the ability to track four types of goals. Goals can be defined as objectives for the website. This makes online marketing spend, such as PPC and SEO costs, more transparent and can then calculate accurate ROI.

There are other analytical programs and third party software which allows for more in depth reporting and analysis which can take your online marketing to the next level. At Click Consult we use all of the above to ensure our client’s online marketing is maximised.

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