A ClickZ/ZAAZ interactive tool can help you evaluate what initiatives deserve funding now and what you should be put on the backburner.
In many columns I've written over the past four years, I've discussed the many opportunities to improve a Web site. The real issue is determining where opportunities exist and what initiatives to pursue.
Resources and time have always been in short supply compared to the opportunities and initiatives people want to roll out for any Web site. In a slowing economy, this is more of an issue than ever.
How many ideas for improving your Web site have been tossed around? What percentage of those will get accomplished in the next 30, 80, or 180 days? Most likely, the number of opportunities greatly outweighs the number that can actually be accomplished over the coming months. If this isn't the case, you aren't looking hard enough!
In previous columns, my colleague Shane Atchison and I have outlined the power of assigning dollar values to different site behaviors and monetizing the Web channel to better understand the impact of different online interactions with your business.
The ClickZ/ZAAZ Optimization Calculator allows you to forecast a potential ROI (define) with just a few easy entry fields. After you read this column, you will want to click here and bookmark the calculator page. There are a lot of different ways to determine how to monetize visitor interactions, but this is one way that we use internally at our agency to help our clients prioritize opportunities. But the process can obviously get much more complex.
Now let's get into how to use the tool, which has three key sections:
Remember, you don't need to be exact on the values or percentage lift, but try to be consistent with your estimates. This is a tool to determine the estimated impact. You'll find that you sometimes estimate too high and sometimes too low. At least you're drawing a line in the sand and aiming for something.
Use this tool as a way to prioritize your opportunities, forecast the impact of initiatives, and of course measure the impact of actual tests or changes you make to your site. Share this with your team and commit to using it for all initiatives as they are being prioritized and after they launch.
Keep track of your wins and losses. Talk about the financial impact of initiatives you roll out rather than jumping to the next project, just happy you finished the previous one.
Join us for a Consumers and the Influence of Blogs: What It Means for Your Marketing Mix on November 20 at 2 pm EST. Find out how online consumers discover blogs and navigate between them, what kind of opportunity blogs represent for advertisers, and much more!
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
As President of the Americas at POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. With more than 20 years experience in digital strategy, he is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports POSSIBLE's clients and employees in driving new engagements and delivering great work that works. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT