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Tips for Online Marketing Analysis

How much work do you devote towards your Web site? Online marketing is a continuous process. It is not enough to build the site, create content, and hope for conversions; but, you must also analyze your data.

What are you doing to garner more conversions? You have to study your current conversions to incur more of them. It is necessary to analyze your site’s data. Online marketing is contingent on analysis.

The following article is structured to help you get a better sense of structuring your methods of analysis. Consider the following information.

Know what it is and what it is not
Online marketing is associated with search engine optimization and pay per click advertising. These two methods are not mutually exclusive, yet are not one in the same. It is important for an online marketer to make a distinction between the two.

Workers heading the PPC campaigns are interested in analyzing keywords, behaviors of visitors coming from affiliate sites, search engines hosting their ads, etc. Those interested in SEO attempt to leverage organic rankings. These workers are concerned primarily with content, building links, and other methods associated with achieving high, organic rankings on search engines.

Look for as much as possible
As aforementioned, a worker analyzing pay per click is interested in visitor behavior. What behaviors should you track? You need to track as many behaviors as possible. Look at the search engine, the particular campaign, the ad, keywords searched, how long visitors were on the page, if a visitor is a unique or returning browser, etc. Collecting all this information will make it much easier to make decisions later.

Make it more specific
Online marketing is interested in general and specific behaviors of browsers. It is just as important to track individual users as it is to track the general behaviors listed above.

Use cookies or other means to trail the activity of individual browsers on your site. This will be easier to do with your own site rather than an affiliate site.

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.

Catalog conversions
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.



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