Conversion rate generated by your website is considered to be one of the key indicators that determine how well the performance of your Internet marketing strategy is. Benchmarking our website against other average industries or assessing the website’s adequate performance can’t be interpreted by conversion rates alone and the task itself is rather daunting.
It can be quite a problem if the high conversion rate costs you more money. Interpretation of conversion rate may lead you to come up with a wrong decision by not looking at the profitability of the overall project. Overall profits can be in great amounts because of higher margins even if the higher price point resulted into lower conversion rate.
When you are planning to evaluate the numbers of your conversion rate, the traffic sources such as PPC campaign, websites and search engines must be presumed to be generating an equal number of total traffic and test per element as well as the same value per customer conversion and costing at the same size.
Online advertising should always be tested in very realistic scenarios. Websites, Pay-Per-Click campaigns and search engines are traffic sources that cater to hundreds of different audiences. The audience that will use these traffic sources will generally react to every marketing message in different ways.
All traffic sources must be summarized to enable tracking different visitors and analyze it through side-by-side channel. It is also very important to find out products that are converted the best and responsible for generating highest quality traffic. Information about visitors, conversion rates and product sales should be interpreted into best way possible. It is also essential to implement solutions that will allow the products to be displayed as winning elements in the traffic sources, as well as the audiences that visit the source. By doing this both merchants and affiliates will be able to track the advertising and traffic sources that generates higher sales.
Massive website traffics are built in several ways. However, the methods differ as well as the conversion rates. Large extent of traffic is often the determining factor of the quality of your conversion rate and equality among other things. This is rather important because it will help you generate more traffic and maximize your campaign. Not all traffic sources generate visitors of the same quality. There are traffic sources with poor traffic delivering qualities and in this case you better spend your precious time elsewhere.
E.g. you can get 1000 visitors from pay per click campaigns such as Google Adwords or Yahoo Search Marketing companies. While at the same time you can get 1000 visitors from ‘visitor traffic exchanges’.
The thing is that 1000 visitors from pay per click campaigns will bring you the results – sales, customers, even the long term partners. While 1000 visitors from ‘traffic exchange’ system might not give you even a single customer.
Why? It is because visitors from pay per click campaigns are very targeted and interested to know more about your product (they find your product via keywords on search engines). The visitors brought from a traffic exchange are only interested to get the visitor back to their website… They are not interested to buy your product or service.
Now, the problem is that in most cases, you only see visitors as a bulk mass. You check your website’s counter and you see that there were 2000 visitors. Well, if you have a good website visitors analytics systems in place, you find out that 1000 visitors were from pay-per-click campaigns, while another 1000 came from the traffic exchange.
Now, let’s say you had 7 sales.
How would you find out… Which visitor has bought your product and where did he/she come from?
You can’t know for sure whether these 7 sales all came from pay per click campaigns… or they all came from traffic exchange. Or maybe all these 7 buyers found your website directly via another website and bought your product.
The problem: you don’t know where your sales – customers come from…
Solution: it is very easy to find out which exact website or pay per click campaign brings you the sale.
There are tracking systems that could track your product website’s visitors easily. Such software allows you to find out exactly where do your customers come from… Such solution could easily show you that 1000 visitors where brought from pay per click campaigns, while it will also show that there were 1000 visitors from traffic exchange. But the best part is that such software can easily track and determine that 6 out of 7 sales were made from visitors who came from your pay per click campaign… While the remaining 1 sale was a direct sale from customer entering your website directly.
Soon you will see that your efforts to promote your product on ‘traffic exchange’ are worthless. This way you will also be able to weed out the ‘bad’ traffic sources and concentrate all your efforts on the ‘good’ ones that bring sales. However, the problem with such software is that it costs you lots of money while you need to know properly how to set up everything. There is a company Click2Sell.EU (www.click2sell.eu) that allows you to easily accept payments from your customers and it also provides all the tracking abilities of your customers. All you need to do is just to place a simple buy now button on your product’s sales page. This way you will be able to easily find out which websites bring you visitors and sales and which customers bring you the most sales.
By analyzing the most vital data on your website you can easily find out your product’s conversion rates for different traffic sources and you can even measure your Return on Investment spent on advertising. Such features allow you to tweak the product’s sales page, so even more visitors from quality traffic sources (that bring you sales) will buy your product. Happy selling!
About the author: Egidijus Andreika runs Click2Sell.EU Affiliate Programs Network. Click2Sell allows you to find out your products conversion rates for each different traffic sources. Track all aspects of your website visitors, sales, websites referring sales and keywords that bring real sales. Sell products online with Click2Sell.EU . Visit Click2Sell Affiliate Network.
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