Tracking a web site has obvious business advantages. The most important is being able to track how your support advertising is working. It’s not hard to do, it merely requires being aware that it can be done and allocating resources to monitor it monthly.
To explain this further, it allows the ability to track pageviews and visits and is a critical marketing strategy.
Some example statistics from a recent advertising campaign we created are shown below. The first set of numbers are pageviews and the second set, the number of visits to the site (we’ve shown relevant example numbers, not actual numbers).
July Pageviews: 9,750, Visits; 2,340
August Pageviews; 9,293. Visits; 2,350
September Pageviews; 9,260. Visits; 2,333
October Pageviews; 9,607. Visits; 2,340
> November. We launch an large advertising campaign in 45 newspapers across two provinces. We get a large jump in Pageviews to 18,252 and in total visits, 5,340. A 100% jump in interest. Now is the time your web site had better be able to convert that interest.
December Pageviews; 10,753. Visits; 3,216
January Pageviews; 8,850. Visits; 2,143
February Pageviews; 8,344. Visits; 2,141
> March. We increase ad spending in local markets. We get an increase of roughly 30% online to 12,549 pageviews and 3,553 visits. Once again, conversion becomes critical. You want to be able to close those sales.
You can clearly see from the spike in traffic that the advertising campaigns and marketing concepts we conceived generated interest, which is exactly their job function and was very effective marketing.
The problem is / was that the clients web site did not convert traffic effectively due to the original design not being designed to specifically convert that interest… so the interest our advertising campaign generated was not as effective as it could have been due to insufficient resources being allocated to conversion and training.
Once we then paid attention to conversion issues on the web site, we generated more and better qualified leads which a sales rep could follow up on. It’s not rocket science… it’s respecting that each process along the way requires equal attention.
We pay particular attention and advise our clients to follow through online with the entire campaign, visually, with a three click process guiding the interested parties tthrough to either an actual online purchase opportunity or to a lead generation page from which a follow-up can be made.
There’s no point in spending the money on an advertising campaign if you don’t allocate the resources to complete the investment online.
With good creative direction, the entire process re-inforces your brand, generates interest to your web site, allows tracking for your ROI measurement and generates either a lead or a sale. This is where we believe our experience provides value to our clients, in every step of their creative marketing process.