subject: Measure your online success [print this page] Measure your online success
Online marketing campaigns include a whole slew of various ad methods available. This includes affiliate sponsorship, search engines, etc. Do note though that marketing only works if the results speak of leads or sales, otherwise, one is simply wasting time, effort and money.
Prior to utilizing online marketing techniques, do know the value of specific actions. For one, if a customer makes a first-time purchase on your site, they might only buy one time and not anymore again. They could also make a purchase later on or simply refer friends to your site. As much as possible, always look for the long-term benefit of any transaction.
The instance a transaction's value or a customer's value is known, do ensure how much a customer wants to be a customer. Window-shoppers are considered as deferred buyers. They may return later on in order to make a purchase. Always include window-shoppers when measuring your online success. Also, know why they return and what causes them to look elsewhere.
Tracking your results is a good way to ensure that there is a return in any of your investments. The advantage of online marketing is that it provides immediate feedback compared to conventional direct marketing where results are seen in weeks or months. Online marketing allows anyone to hit any target fast and quick, when and how the audience responds and what causes them to make a purchase as well as how they came to know your business.
Essentially, campaign success could be gauged over a long time period. Below are a few terms which could help shed more light in assessing one's online marketing success.
Return ratio measures the success of a site by determining the number of times a visitors returns, their loyalty, how often they return and the length of their stay.
Regularity is determined by the interval in which site visitors return, or not. How much is the time span in between every visit. One could use the results acquired from this tool in scheduling site updates, content and changes.
Demographics is determined by knowing who visits the website and determining the visitors' age, income, geography, level of income, etc. When demographic data is used, a marketing campaign could be delivered that focuses on a specific target audience.
Meanwhile, profit is computed as the revenue acquired minus the marketing campaign cost. CPA or cost per action is the price a business forks up for every action computed by the cost of advertising divided by buyer quantity. Essentially, this is the cost paid for a specific result whether it be a purchase, signing up for a newsletter, etc. The basic question which needs to be answered is how much was the cost of acquiring such a customer. Also, what is the customer's lifetime value?
ROI or return on investment is the profit divided by the entire cost. This is set to measure the overall cost's effectiveness for producing profits. Value per Lead is then measured via customer value multiplied by the percent of leads which are converted to customers.
Success Per Product is where businesses get to measure the results for every item in order to maximize its cost, product description or demographic audience. This allows one to understand what is it that works and which does not for every offering.
Site Traffic is the quantity of hits a page receives and which page is viewed the most. Popular pages get to receive more ad profit. Plus, traffic statistics provide a general idea of the site's use such as when is the best time for an upgrade, etc.
Site Audience is where one knows the country where the users come from as well as from which institution. This data is available via the IP address or domain name. Being able to know the demographics of your visitors helps increase a business' ability to create targeted ads.
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