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Dear Bruce,
Successful web marketing requires persuasive
messaging, professional presentation, and
pervasive positioning. Our monthly newsletters will give
you no-nonsense tips on how to achieve all three.
This issue is dedicated to Allan Stolman and
TelephoneFlorida.com (305-408-5051),
telecommunications experts offering the best rates
available for business or residential telephone and
long distance service.
Web Marketing Metrics 101
Measuring the return on investment (ROI) for a financial
instrument is simple enough: Divide the annual income
generated by the principal amount invested, and there
you have it. Measuring web ROI--like that of most
marketing investments--is much more complicated.
Intangible returns--like increased brand recognition or
customer satisfaction brought about by your web
presence--can be difficult to objectively value.
Accurately tracking all the business
attributable to your website can also be a
challenge. How many times, for example, has a
prospect called your office or come by
your store without relating that they first "found you"
on the Internet? DON'T THROW AWAY YOUR
CALCULATOR, THOUGH. There are several objective
parameters and quantifiable metrics that can help you
monitor and improve your web marketing results. Here
are three of them:
CLICK-THROUGH RATE. This is the number of
times a
unique visitor clicks a promotional link (banner ad,
sponsor ad, link list, search engine result, etc.), divided
by the number of exposures of that link. The higher
the click-through rate, the better. We have seen
click-through rates ranging from 0.1% to 15%. There is
no such thing as a good or bad click-through rate,
however, except as compared to other click-through
rates where factors are equal or conditions similar.
Click-through
rates can be improved by (a) more persuasive
messaging, or (b) exposure to a more qualified market.
AVERAGE PAGE VIEWS. For any given period,
this is
the number of web pages viewed, divided by the
number of visits. This metric has no meaning for a
one-page website, but otherwise it can be a useful
measure
of actual versus anticipated visitor interest and site
navigation. The ideal average value will be a function
of web site and page organization. For many sites,
however, a value less than 3 may suggest room for
improvement in messaging (call-to-action),
presentation (alluring architecture), or positioning
(targeted audience).
CLOSING RATE. For any given period, this is
the
number of visitors who accept and execute your
call-to-action (e.g., by becoming an identified prospect
or a
paying customer), divided by the total number of
visitors. Some people like to apply a direct mail
rule-of-thumb to this key web marketing metric, and
say that
anything above 2% is a success. We have engineered
websites that achieved closing rates of 7% and more.
If you'd like to see what we can do to increase your
closing rate and overall web ROI, call Bruce Arnold
today at 786-326-8079, 954-337-9290, or
561-828-9284.
click here for more....
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Perception Becomes Reality |
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The biggest challenge to leveraging the potential of the
World Wide Web is getting top rankings on the major
search engines. Top ranking is critical: Studies have
shown that only 32% of Internet users read to the
bottom of the first page of results, and only 10%
percent read through the end of the third page.
Additionally, 33 percent of search engine users believe
that the sites achieving top placement in search results
are the leaders in that field. Let me repeat that: 33
PERCENT OF SEARCH ENGINE USERS BELIEVE THAT
SITES ACHIEVING TOP PLACEMENT IN SEARCH RESULTS
ARE THE LEADERS IN THAT FIELD.
Where this perception may not be reality, it is likely to
be a self-fulfilling prophecy: Websites that rank in the
Top 20 search results get 97% of all the traffic, which
means they get 97% of all the prospects, and quite
probably 97% of all the business. With that kind of
advantage, if the companies represented by those sites
are not leaders in their field, they are very likely to
become so!
Could search engine positioning actually determine the
fate of your enterprise? Can a well-engineered website
help you achieve or maintain competitive advantage?
Would pervasive positioning help you become a leader
in your field? For answers to these questions and
more, call Bruce Arnold today.
click here for more ... »
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99 ... 97 ... 95 ... 75 |
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99% of all Internet users reference search engines to
find what they are looking for.
97% of that traffic goes to the Top 20 listings for
any given search.
95% of Bruce Arnold's web clients hold multiple Top
20 positions for their targeted search terms.
Over 75% of Bruce Arnold's web clients hold multiple
NUMBER ONE positions on major search engines.
In other words, Bruce Arnold (re)designs websites so
that they look good, rank high, get traffic, and MAKE
MONEY for their owners. Isn't that really what business
web design should be about?
click here for more.... »
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Web Marketing Forum |
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You are invited to join our FREE South Florida Web
Marketing Forum! Get ideas.... Give ideas.... Ask
Questions.... Get Answers.
We created this forum so that South Florida business
professionals like you can share ideas, experiences and
expertise. You will probably get as much out as you put
in, so we encourage you to participate. It's a
definite "Win/Win"!
The first article posted is "Storm-Proofing Your South
Florida Business". The next article posting is ... UP TO
YOU! You can access the forum any time from any web
page at PervasivePersuasion.com. Or, you can
simply ...
click here to enter our forum... »
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