Growing Your Business Online – Part 2
By Rod Jacka
In the first part of this article, we discussed using a system to test advertisements to optimise the conversion of leads into sales. In our scenario, a site was getting 1,000 visitors a month by using articles and whitepapers to generate sales leads. Of those visitors, 500 stayed briefly, 200 registered and 20 became customers.
Ultimately, we want the optimal ratio of visitors to customers, and this is where a program of testing comes in.
Refining your advertisement
Testing enables you to refine your advertisement to attract qualified leads in greater numbers. It’s done by rotating the ad with an alternative one. After a month, we might discover that the second ad generates more leads, use it to replace the first, and continue testing with a new alternative.
Over time, we work out which ad works best and stick with it for a while, until it might be wise to do more testing.
Testing is an ongoing process. If you manage your ad campaigns with Panalysis, we can continually test to ensure you are getting the maximum return on investment for your internet advertising campaign.
Topping organic searches
‘Pay per click’ advertising campaigns are a great way to generate immediate leads. But in the longer term, it’s best if your website shows up at the top of organic keyword-based search results rather than just in the paid search results.
Getting to the top of organic listings, and staying there, is not easy. This is because competition is fierce for many keywords.
There are myriad different ways to go about it, and effectiveness varies depending on the search engine used. Google places a large emphasis on the number of quality sites that link to you. It’s important with Yahoo too, but the actual content of your page is given more weight than in Google. This ranking bias applies even more with NineMSN.
The secret’s out
The techniques for improving website rankings are no trade secret. Search for “search engine optimisation” (and “optimization”) on Google to learn about some of the things you should, and shouldn’t, be doing.
Over the longer term, it’s a good idea to learn some of these techniques for yourself. But in the shorter term, Panalysis has years of proven experience in generating top-ranking search results and can help your site move up in the online world.
Get your advertising and Google Analytics working correctly from as little as $200 with our Google Analytics tune up.
Web Analytics Association