Which Digital Marketing Metrics to Track for Landing Pages and Email Marketing Campaigns

Posted by on Feb 27, 2018 in Digital Media Marketing |

There are so many numbers to crunch and analytics to track that it can be tough to figure out which metrics you should be using to show a return on investment. The numbers you track and measure, will be different for various platforms and different parts of your internet marketing strategy. Here are a few key metrics to keep in mind when you need to either show someone results or to figure out where you need to improve: Landing Page ROI Metrics Traffic: How many people have visited your different pages? Unique & returning visitors: This will help you determine how you can get people to keep coming back to your site. Time spent on your page: Are they reading all your content or clicking away to your shopping cart page? Worse still, are they clicking away from your site altogether? Conversions: A landing page should always have a goal. Whether the goal is to get people to download a free white paper or to buy a product on the site, this is the metric that will show you how much value is generated from your page. Email Marketing Campaign ROI Metrics Bounce rate: This is the number of emails that don’t get delivered. Perhaps the email address is inactive or there was a typo in the database? Be sure to remove the emails that aren’t working as repeatedly sending emails to these addresses will cost you money and can even cause certain email clients to mark you as spam. Open rates: If your emails aren’t getting opened, then try a few different email subject lines. Unsubscribe rates: People unsubscribe from mails when they receive irrelevant content. If you have rising unsubscribe rates, then it’s a clear sign that you are missing the...

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When to Change Your PPC Landing Page

Posted by on Feb 13, 2018 in PPC |

Many times, people create a landing page in conjunction with their PPC campaign and end up receiving high conversion rates from the landing page for months or years. A well-optimised page with a clear call to action and value-adding information can provide value months after your paid Google campaign is over. But what happens when your conversion rates start to fall? It’s time to update your landing page if you notice any of the following: Your Competition Is Mimicking What You’re Doing Digital marketers often do competitor analysis to get to the route of any problem. If your landing page performs well, then it’s possible that competitors in your industry have found it and have decided to copy what you’re doing. Conversion rates that have gone down suddenly can indicate that a competitor has plagiarised your content or that they’ve replicated your landing page in a few ways. Your Customers Are Used to What You Have to Offer It’s possible that your customers have become familiar with what your website (and landing page) has to offer, and they’re going elsewhere to find a better option. In this case, you should start checking out what your competitors are selling. Do they offer free shipping? Are there bulk discounts? Is their landing page more usable and visually appealing? Don’t simply mimic what they are doing. Rather, make a note about what you like and see how you can do it even better.   If you need help with your PPC campaign or landing pages, then get in touch with WSI OMS...

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Is Paid Advertising Cheating?

Posted by on May 5, 2016 in Online Marketing, PPC, SEO |

If inbound marketing is all about creating value for your customers and prospects in order to grow organically into an industry leader and esteemed brand… is paying for advertising not a cheat? Yes and no As with so many things in life, there is no definitive answer. Paid advertising a case of not “what”, but “how”. No one likes to be bombarded with annoying, intrusive ads. However, finding a gem of a product or service through an ad is a treat. Inbound approach to paid advertising A service like Google’s AdWords, allows you to “be seen by customers at the very moment that they’re searching on Google for the things you offer.” While Facebook’s Adverts, allows you to select an audience who “are more likely to care about your business.” Neither of these would work if you didn’t approach your ad creation with an inbound mindset. Because paid advertising leads to something of value to your fans, it is more relevant for the people who see them. That, in turn, increases leads and customers – a real result. When done correctly, paid advertising leads to good content, and is an extremely effective contribution to a well-rounded inbound marketing strategy. It’s cost-effective too With the advances in technology which allows service providers to know so much about their users, these digital paid ads are very accurate in targeting the right prospects. So much so, that PPC stands for “pay per click” – in other words, you only pay when they click to visit your website or call. So whether your marketing goal is to bring in new website visitors, grow online sales, get the phones ringing, or keep customers coming back for more; let us help you generate new leads today. Contact us today to review your PPC ads, analyse your landing pages, and suggest ways to improve your overall...

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Writing effective landing pages

Posted by on Nov 3, 2010 in Copywriting | 1 comment

Landing pages are pages on a website that are created specifically to convert a website user into a client or customer. You may not be able to find this page from the normal home page navigation buttons, but you will easily find them in Google and other search engines. Landing pages are optimised for specific keywords and phrases and you mainly find that they link from pay per click (PPC) ad campaigns, from a promotional website banner on another website or search engine or from an ad on a blog. Tips for writing effective landing pages Don’t make the reader feel lost. In the headline (or within the first two sentences), name the banner, promotion or offer that sent the website user to this page. Write something like “You’re here to find out more about the Buy 1 get 1 Free Promotion at Walmart this week”. If a reader clicks on a link, it’s because the one-liner or two sentences in the PPC click appealed to him or her, so focus only on what was mentioned in that advertisement. Call to actions. If the internet user clicked on your link, they are probably looking for the product or service you are advertising. Have clear call to actions such as “Buy Now” or “View the product catalogue” on the landing page so that the potential customer can buy the product as soon as they’ve got enough information to make the decision. Be persuasive. The goal of a landing page is to sell something. Don’t give too much background on the company or other product or services that the landing page reader may not be interested in. Give a clear message about why they need the product and why they have to buy it...

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The rules of creating powerful landing pages

Posted by on Jun 25, 2010 in Online Marketing |

Every landing page should be a reflection of what you know about your customer and provide what they need to know to make a buying decision. Landing pages are companion pages to your ads but they are also valuable little tools that can make or break your online advertising success. This post presents the 6 rules of creating powerful landing pages Determine your customer goal – Determine the final action you want your visitor to take and make that the goal of the landing page. When you achieve this result you can deem your landing page campaign a success. If you are not clear with your goals then most of your visitors are likely to leave without taking any action. Make it consistent with the ad– Consistency will ensure that the customer knows they have found what they are looking for. You need to make sure that the ad and the landing page go together to create a cohesive message. If your message is inconsistent, the path to your goal will be lost. Present a professional design – Your landing page must equal or exceed the quality of your website. The fact that landing pages functions as a single ad doesn’t mean that visitors wont expect a well designed page with graphics. Don’t include extraneous links – with landing pages you need to carefully lay out the path that you need your visitors to take. Don’t throw everything on the page and hope that you will hit on something that interests them. Call for action – you know that anyone who visits your landing page is interested in your products or services since they had to click on your ad to get there. Make sure your visitors know what to do when they get on your website. Track your results – To determine if your pay per click campaign is cost effective, you will want to measure your results. There are two most important statistics to track; the conversion rate & the marketing cost per...

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