Modifying your keywords
After you have analyzed a decent amount of data, you can then begin to modify your keywords. Identify the keywords that are not converting well (those browsers are not initially searching for).
This will save you time in attempting to optimize words that are not making you money, and will augment your overall sales by identifying words that are worth your efforts.
How long are they on the site?
Online marketing is also concerned with how long a user stays on a site. If a high number of users leave your site within the first minute, then you know you must work on the look and feel of your site.
If users are staying but are not making conversions, then you know you must improve your ad copy or conversion forms.
As previously stated, online marketing employs both search engine optimization and pay per click activities. It is important to track times and region of origin of conversions more so for PPC purposes than SEO.
For instance, if you know most of your conversions take place during the work week as in the business-to-business industry, then it would be beneficial to lower the amount spent on PPC during the weekend hours.
In addition, you may see trends according to season. You could then alter your PPC or SEO practices depending on the traffic particular to that season.
Where are they coming from?
It is easy to know what pages are leading the browser to your site in regards to a pay per click campaign. It is much more difficult to determine this outcome when it comes to search engine optimization.
The search engines will place your pages in the results depending on a browsers search query; so, for SEO purposes, it is very important to know what page inspired the browser to enter the site. If they are landing on the page and leaving quickly thereafter, you know you must improve the copy and design of that particular page. In addition, if certain pages are never leading browsers to your site, then you know it is in need of some intense optimization.
Thanks for sticking with us! Hopefully you enjoyed our May series on Inbound Marketing. Contact us if this sounds like the kind of stuff your business could use (which it totally could…just saying…)