Every Click Counts

Marni Weinberg - March 23, 2009

When it comes to online marketing, generating visitors to your website is critical, however, long gone are the days when just getting a click to your website was enough. It’s not even close to sufficient anymore. With the current state of the economy, money is harder to come by than most of us have ever experienced (and hopefully will ever experience) in our lifetime. All marketers are being held accountable for where and how their advertising dollars are being spent. Therefore, the click you just paid for better be worth something!

So what did the click result in? Perhaps a whitepaper download? A brochure request? Maybe an inquiry about your product and service? Or, at best (in an ecommerce situation) an actual sale? If every click resulted in one or more of the above, online marketers would be elated. Unfortunately in some cases, it can take a whole lot of expensive clicks to generate a single “conversion”. You might be asking yourself, what exactly is a conversion? In a nutshell, a conversion equates to a favorable result that occurs when the desired action item on your site takes place.

Today, more than ever, measuring your online performance is no longer a luxury, it is an absolute necessity. Employing an analytics tool on your site to track your online advertising is the only way you will gain the knowledge to manage an effective online marketing initiative. MoreVisibility utilizes Google Analytics (GA) to track the performance of our clients’ online marketing initiatives. We were recently recognized and selected to be a Google Analytics Authorized Consultant (GAAC) and are quite proud of this honor. Google has only chosen a small number of agencies to hold this title:
http://www.google.com/enterprise/marketplace/viewVendorListings?vendorId=1800

Our clients continue expressing an interest in learning more about GA and we have been assisting them for several years. Whether it is to code their site with the necessary java script, review their GA reports, walk them through the dashboard and interface, etc, we are here. Basically, if you have a website, you really should be tracking what’s happening on it. Where are your visitors coming from? How long are they staying once they get there? How many pages are they viewing? The list goes on and on. Money is precious and if you are being given the ability to measure and track your online performance, why wouldn’t you???