It’s no secret that effective ads and landing pages are crucial to the success of your search engine marketing efforts. Perhaps you’ve already created compelling copy relevant to your keywords, achieved top positions on the search results pages, and optimized the design and usability of your landing pages. All of this may have increased your site’s traffic and conversions, but do you still want more? Try offering an incentive.
Appealing incentives are proven to persuade searchers to not only click on your ads but also convert once they arrive at your landing page. Depending on the nature of your business, you can offer a free white paper or book, discount, web special, complementary product or accessory, gift, or free shipping to boost conversions. According to an article in Practical eCommerce, 84% of online shoppers surveyed during last year’s holiday season said they were most influenced by free shipping offers, while 77% cited sales and specials as their strongest motivators.
However, when it comes to determining the ideal incentive for your site, it’s best to test. Remember that while an incentive is a value-add for your customers, it’s also an incremental cost to you. That’s why it’s important to consider how it affects your bottom line. A recent study in Marketing Experiments Journal confirms that conversion rate alone cannot indicate which incentive has the most positive impact on net profit. Instead, the journal recommends using Return-On-Incentive, or ROIc, to measure this. Simply stated, the ROIc is the net cost of the incentive subtracted from its net profit. For instance, a free shipping offer might result in more conversions, but a free gift might be a better incentive because it yields a higher ROIc. Check out the study to learn more about calculating ROIc and using it to test two or more incentives.
Are you utilizing incentives to your advantage today?
After five months of getting used to the new analytics interface, Google figured it was time to shake things up again. The following three changes are on the horizon:
Site Search – Expanding upon current Site Search capabilities, we will now be able to get data on keywords, categories, and products across time and user segments.
Event Tracking — With this addition, you will now be able to tag and track Flash and Ajax events. I can tell you from experience how difficult it is to really track traffic from Flash sites.
Tagless Outbound Link Tacking — This feature will allow for users to track their exit links (links that visitors clicked on that take them to another website).
Although these features will start in beta, many in the industry see this as a pioneer move for Google to set themselves apart from their competitors, making their’s the metric tool of choice. This just goes to show how vital it is to incorporate Analytics into your Search Engine Marketing (SEM) Campaigns. With the data this program can provide, there is no end to the value it can bring with your SEM efforts!
George McFly * couldn’t have said it any better on that cool November afternoon in Hill Valley, California. Little did he know that your Density — that is, your click density, is in fact your destiny. If it’s not currently part of your web analysis, keep reading.
“Click Density” can be defined as “How Visitors are Interacting with my Website”, in a visual representation. If you’re like us here at MoreVisibility and use Google Analytics all the time, you’ll be able to use the Site Overlay report to see where visitors are clicking, and then, where they are clicking after that.