Analyze This

Click to Conversion Time & Your Revenue Attribution Window

Feb 26, 2010 at 6:00am ET by Siddharth Shah

In my last Analyze This post, I alluded to the importance of click to conversion time, that is, the estimated conversion time of the revenue attribution window. I shall devote this article to explaining the importance of the revenue attribution window and some empirical methods to help determine the right window length. The revenue attribution window refers to the maximum length of time between click and conversion that an advertiser must include when calculating the revenue from a click. Consider two consumers who clicked on an ad for a t-shirt on a given day. One consumer clicked on the a [...]

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Improve Your Search Campaigns With Smart Cross-Selling

Feb 19, 2010 at 6:00am ET by Evan LaPointe

Let's get a little more hands-on this week and walk through something practical that will immediately impact the conversion potential of any web site and increase the performance of both paid and natural search campaigns. The examples I'll use today are specific to ecommerce, but the same ideas can be translated to other industries, and I'll close by talking about how to make those translations happen. Cross-selling is one of the most powerful ways to improve your conversion rate (especially for search traffic), but surprisingly few web sites execute it well—or at all. It works beca [...]

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User Generated Content Offers Significant SEO Benefits

Feb 12, 2010 at 1:19pm ET by Brian Klais

User-generated product review content has proven effective at increasing conversion in online retail. But can this form of social media also be optimized to increase organic search reach and traffic?

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Click To Conversion Time (Part I): What This Metric Can Tell You About Your Clientele

Jan 29, 2010 at 6:00am ET by Siddharth Shah

An often-overlooked metric is the time taken from the first click on an ad to the final conversion of the keyword. That is, the total conversion time for a keyword in a given campaign. While this metric may seem relatively unimportant to ROI (for instance), it can help you understand your clients and also help you better manage your campaigns. In this article, I'll demonstrate a few ways in which conversion time can be very useful. Consider an apparel retailer which sells several lines of clothing including menswear, womenswear, kids clothing, wedding and bridal wear, footwear etc. As a ret [...]

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Don’t Let Your Analytics Deceive

Jan 22, 2010 at 6:00am ET by Evan LaPointe

If John F. Kennedy were an internet marketer, I think he would say, "Ask not what your marketing can do for your site. Ask what your site can do for your marketing." Kennedy understood the idea of cause and effect in his original quote: that people make a nation effective, and not the other way around. Online, the site makes marketing effective because the majority of what determines your ROI is not the media itself but what happens after the user clicks. And that's what marketing analytics needs to focus on. The problem In the world of marketing web sites, we tend to treat the site a [...]

Filed in: Analyze This, How To: Analytics

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