Two pressing needs in digital marketing analytics are estimating ROI and improving conversions through better web metrics. I’ll be talking to you about both in the weeks to come.
The first focuses on optimizing the flow of qualified traffic. The second looks at optimizing what you do with that traffic. Both lead to better online profits.
Let’s actually start with the second one: conversions. To improve your site’s “close rate,” you first have to acknowledge that it’s a lot like running a bricks-and-mortar store — even if what you’re trying to “sell” is the action of subscribing to an e-newsletter or downloading a whitepaper.
DISCLAIMER: The following conversation is did not really happen, at least in the form presented. It is an amalgam of conversational snippets I have overheard from people in Corporate America. Many have probably happened somewhere near you.
“Peterson, come here for a moment. We need to have a talk.”
Getting called into the boss’s office is never fun.
“Peterson, I’ve been looking at your proposal. I’m afraid I’m going to have to turn you down.”
We all live with disappointment.