Home  › Marketing › Strategies

Making Your Site Pay Off

  |  March 15, 2002   |  Comments

It's a numbers game. If your site isn't earning as much as you think it should, here are tools to boost and leverage your traffic.

I've got a very simple question: Are you making the kind of money online you expect (or expected) to make? In other words, are your traffic-building efforts really paying off?

If you're like many other ClickZ subscribers, you ought to congratulate yourself for taking advantage of advice that can help you generate significant traffic:

  • Perhaps the affiliates you discovered with the "Take This Link and Love It" strategy are actually sending targeted traffic your way.
  • Maybe the joint venture partners and new clients you've engaged with the "Imaginary Friends" guerilla technique are using your site or sending their customers over to visit.
  • Ideally, months of search engine optimization efforts using outsourced return on investment (ROI) consulting firms such as PacwestMedia or software such as WebPosition Gold are paying off with significant keyword-based traffic from the free search engines.
  • Hopefully, pay-per-click investments are rewarding you with additional targeted traffic from some excellent keyword buys on search engines such as Overture and Google.
  • Possibly, you are one of the rare success stories using CPM-based banner ad campaigns to drive solid traffic and new users your way.

I'll repeat my question, though. Are you really earning as much money as you should be? Or, in contemporary jargon: How's your ROI?

Is your site successful in converting visitors from browsers into either loyal buyers or long-time users of your services?

Or, are you merely a popular way-station where people browse only to actually go somewhere else to buy?

Simple-to-use analytical tools can help you measure your site's effectiveness in directing visitors internally. With greater understanding of how visitors navigate your site, you can improve performance.

Log analyzers such as WebTrends, HitBox, and Sawmill deliver raw data: 10,000 people visited your site yesterday; most were using Internet Explorer. But they do little to explain behavior or motivation. Most site operators aren't experientially or technically qualified to interpret these reports or to critically evaluate site design.

Fellow ClickZ columnist Bryan Eisenberg (full disclosure: I'm a client and I like him)and Jim Novo recently released "The Guide To Web Analytics" to help marketers better understand how visitors interact with their Web sites.

Bryan and Jim's guide is useful because it explains what occurs on sites and how to interpret and use log data. Metrics such as "clicks to buy" (how many clicks it takes to get from home to completion) and "customer conversion rate" (how many orders were generated for a given number of visits) are explained.

If you know of other tools that help e-marketers understand what log reports mean, please share them with me.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Jason Ciment Jason Ciment is CEO of MagMall, which he founded 1997. He designed, programmed, and developed the fully interactive java and perl-based magazine subscription Web site that has more than 10,000 individual and corporate partners. He has also worked with manufacturing companies such as Liz Claiborne and Jones New York to maintain quality standards and prompt order fulfillment.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...