adVision Marketing

One of the biggest advantages to the online marketing platform is the ability to track and measure all of the actions that take place immediately before someone finds your website online, what they do while they’re there, and what they even do after they leave your site.

With all of your website intentions and actions on hand, you now have the ability to nail down the problem areas (read opportunities…) to improve the efficiency in which you’re delivering traffic to your site, as well as the overall experience a user has while they’re there. The better the user experience, the better your bottom line will look. Trust us.

The best way to use this mountain of data to your benefit is to identify the anomalies, both good and bad, and develop tests around them to optimize the situation. Testing removes all subjectivity from any situation, and allows data to direct our actions. After all, at the end of the day it is your website visitors who are the true experts on the matter!

Here are some of the critical metrics we’re constantly monitoring and testing to optimize our marketing efforts:

1. In PPC, measure conversion rates by keyword ad position and cost per click price
2. On any platform, always test and measure the click through rates of various banner/text ad messaging
3. Track conversion rates by landing  page
4. Measure conversion rates by hour of the day and day of the week
5. If international, track conversion rates by country

Effective testing takes time, often money, and mostly patients to execute. Depending on your budget, you can spend months conducting a single test before reaching statistical significance, and making a confident adjustment to your campaign. It’s a necessary evil every business must endure, but it’s always worth the investment.

One successful test is equal to 10,000 expert opinions!

Cheers –

Matt