Tracking your Online Conversions in Industrial Market
In a previous post, I pointed out some great topics that were brought to light in a white paper published by Business.com
“In B2B search marketing, with an often long and complex sales cycle, it’s important to be able to track the impact of paid search campaigns on all sales metrics from site visits to form completions to inbound calls and final sales. Make sure you take the time to clearly describe your key marketing and sales metrics, find or develop a web metrics solution that can tie your search marketing programs to these metrics, and consistently track each of your campaigns.” You can get a copy here
Tracking conversions is perhaps the most important part of your online marketing program. In the industrial market, this can be a little trickier since people aren’t buying your products online. You’re tracking leads from your website, so the question is how do you that? There are several ways we recommend.
If you’re running a PPC program, make sure you set up conversion tracking. You want to track the ‘thank you’ page that shows up after a contact us or request for quote form has been sent. For organic search, you can track these conversions through Google analytics or any other web analytics tool you’re using. You can also track when people are just landing on the contact us or RFQ pages, too, along with other pages that might be considered converting pages such as CAD drawing download, industry solutions pages, etc.
The other really important part in tracking conversions are phone calls. Many people are going to choose to call. Are you asking you customers how they found you? If not, how will know if they found you through your website? Now it may be hard to find out if they found you through paid or organic search, but at least you can determine whether it was from your website or the Yellow pages or some other form of print advertising or word of mouth if you ask.
We’ve only scratched the surface on tracking online conversions in the industrial marketplace, we’re post more later. In the mean time, start tracking those phone calls and make sure you have conversion tracking set up in your PPC campaigns.
Designed by Ecreativeworks
Advancement of Web Analytics :
Another alternative to web analytics tool available on the net is mvispy.com I have been using the service for past few months and it has worked out well for me. I have been able to do live visitor tracking. MVISPY offers a unique combination of features like real-time visitor data, IP name lookup, conversions tracking (3 ways), email alerts, live or proactive chat, tracking web leads from search engine to conversion, insert leads into sales lead systems, determine what pages don’t work & track click fraud – all while determining what people are looking for, what keywords work best.
Some of the features offered by MVISPY that are not offered by Analytics are
- real time tracking on website
- IP look up with company name address and Jigsaw drill down feature
- Tracking conversion 3 different ways with email alerts
- Live pro active chat features that will pop up after a preset number of page views or visitor length on the site and when arrives at preset page
- SPY shows trails from Search engine to site thru purchase on one display (not done by Google)
- Auto insert of sales leads in sales Lead system
- Determine what pages don’t work by real time bounce data (Gogole has)
- Tracks Click Fraud.
Comment by Jeff Douglas — February 7, 2009 @ 8:59 am
Thanks for the info, we’ll have to check it out!
Comment by Jules — February 13, 2009 @ 2:01 pm