The 3 secrets to successfully analyzing your marketing
By Shaan Yuhas

"The 3 secrets to successfully analyzing your marketing campaign"
By Shaan Yuhas - February 17, 2003

It used to be that just getting traffic to your website
was success. Today that just isn't the case. To survive
on the internet, marketers have to increase traffic and
improve conversion ratios, requiring more accountability
from marketing efforts and investments.

What does this mean?

It means analyzing traffic from your marketing campaign to
the user's action. Whether it's an affiliate sign-up, sale,
newsletter opt in. Such data is vital in learning how to
better target your customers and improving profitability.

What to analyze?

The great thing about the internet marketing is that you
can can monitor your campaigns traffic, conversions, and
evaluate the overall performance.

It's important that you analyze, measure and continuously
improve the overall performance of your marketing campaign.

As simple as it sounds, many people find it difficult to
analyze the data captured.

How do I analyze my traffic...

The first step to analyzing your campaign is pinpointing
exactly where the users are coming from. Whether it's email,
search engines, or affiliates. So let us talk a second
about how to gather this information.

All the data resides on your server in logs. While the
logs can be confusing and frustrating to read. There are
some great traffic analysis tools such as...

- extreme-dm.com
- hitbox.com
- web-stat.com
- webtrends.com

Many are free and very useful. Although you can pay a few
dollars a month and get some extra features.

You can track keywords, web site referrals and much more.
By taking this information and familiarizing yourself with
how users are getting to your site. It will help you better
optimize, improve, and target traffic.

Converting your traffic

What do you want to measure to determine what site changes
might improve your conversion ratio? This depends on the
nature of your site. What is the focus for the visitor at
your site?

- Buy a product?
- Subscribe to a service?
- Opt-in to your newsletter?
- Recruit an affiliate?

Each site will have specific goals. The best way to
determine how well your site attracts and converts visitors
is to analyze, test and tweak the different elements of
the site such as:

- Sales Offers.
- Sales letter copy.
- Photos and other images.
- Product/Service Price.
- Headlines.
- Guarantees.
- Different products and services.
- Site design, color schemes, fonts, navigation, etc.

Troubleshoot and determine what areas appeal to the user
and once you identify the reason why users visit your site,
you can assign desired variables to the visitor's actions
and follow their movements within your site to determine
how successfully you are meeting your goals.

If you lead them to subscribe to a free newsletter and
only get 2 or 3 leads a week. You might be asking for too
much information or the form might not be user-friendly.
Take whatever variables come into play, then tweak and test
until you get the desired response.

Always strive to improve your conversion ratio! We all can
improve ;-)

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Evaluate the campaigns Performance

There are many different tactics you can use to analyze
the effectiveness of your marketing campaign. Each site has
different objectives; therefore, the key performance
measures
will vary.

However, below are six basic measures you can use for evaluating
the performance of your campaign.

Total Unique Visitors
- The number of visitors that responded to your campaign.

The call-to-action depends on your objectives
- Registering for a newsletter or trial
- Purchasing a product or service.
- Subscribing to paid services.
- Cost Per Desired Action

This is the cost of generating each desired action.
- It is measured by dividing total campaign expense by the
number of desired actions generated.

Conversion Rate
- This is the percentage of unique visitors completing your
desired action.

It is measured by dividing total desired actions by the
total unique visitors.(Actionsunique hits)

Percentage ROI
- Calculate the return on investment for each campaign by
subtracting total costs from total revenue, then dividing
by total cost.

Once you've defined your performance of your campaign, you
can use this campaign to test the marketing message on your
site, the effectiveness of your offer, test the appropriate
variables. Tweaking your campaign will likely result in
increased conversions, lower marketing costs, and improved
ROI.

Shaan Yuhas
shaan@roicruncher.com
http://www.roicruncher.com
©Copyright 2002, Shaan Yuhas, all rights reserved.

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