"The 3 secrets to successfully
analyzing your marketing campaign"
By Shaan Yuhas - February 17, 2003
It used to be that just getting traffic to your website
was success. Today that just isn't the case. To survive on the internet,
marketers have to increase traffic and improve conversion ratios, requiring
more accountability from marketing efforts and investments.
What does this mean?
It means analyzing traffic from your marketing campaign
to the user's action. Whether it's an affiliate sign-up, sale, newsletter
opt in. Such data is vital in learning how to better target your customers
and improving profitability.
What to analyze?
The great thing about the internet marketing is that you can monitor
your campaigns traffic, conversions, and evaluate the overall performance.
It's important that you analyze, measure and continuously improve the
overall performance of your marketing campaign.
As simple as it sounds, many people find it difficult to analyze the
How do I analyze my traffic...
The first step to analyzing your campaign is pinpointing exactly where
the users are coming from. Whether it's email, search engines, or affiliates.
So let us talk a second about how to gather this information.
All the data resides on your server in logs. While the logs can be confusing
and frustrating to read. There are some great traffic analysis tools such
Many are free and very useful. Although you can pay a few dollars a month
and get some extra features.
You can track keywords, web site referrals and much more. By taking
this information and familiarizing
yourself with how users are getting to your site. It will help you better
optimize, improve, and target traffic.
Converting your traffic
What do you want to measure to determine what site changes might improve
your conversion ratio? This
depends on the nature of your site. What is the focus for the visitor
at your site?
Buy a product?
Subscribe to a service?
Opt-in to your newsletter?
Recruit an affiliate?
Each site will have specific goals. The best way to determine how well
your site attracts and converts visitors is to analyze, test and tweak
the different elements of the site such as:
Sales letter copy.
Photos and other images.
Different products and services.
Site design, color schemes, fonts, navigation, etc.
Troubleshoot and determine what areas appeal to the user and once you
identify the reason why users visit your site, you can assign desired
variables to the visitor's actions and follow their movements within your
site to determine how successfully you are meeting your goals.
If you lead them to subscribe to a free newsletter and only get 2 or
3 leads a week. You might be asking for too much information or the form
might not be user-friendly. Take whatever variables come into play, then
tweak and test until you get the desired response.
Always strive to improve your conversion ratio! We all can improve ;-)
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