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You spend money, time, and
effort to drive traffic to your website. To get the best
use of your budget, you’ll want to focus your money on
those campaigns that produce the highest quality traffic
and the most revenue in the form of bookings. In this
article, we’ll look at conversion reports and how they
help you to fine-tune your marketing.
First of all, what is a
conversion? A conversion happens when a visitor to your
site takes an action that either results in a purchase
or indicates a serious interest. The conversion rate is
the percentage of visitors who converted. For a group of
campaigns of similar cost, the ones with the highest
conversion rates can be viewed as the best performers,
taking into consideration, of course, traffic volumes
and revenues. (A conversion rate of 50% is high, but if
you only have two visitors, it only represents one
transaction.)
How does the tracker
recognize a conversion? During setup, we define specific
pages as conversion pages. A good example is the
confirmation page that appears after a reservation is
completed. Whereas most pages on the site will have a
generic tracking script, we will install a special
script on that page. When a visitor lands there, the
tracker will record a conversion.
In Blizzard Tracker ROI
Edition, we can define ten types of “actions” or
conversions. (More than ten are available for an
additional fee.) In the illustration below, action
#01 is defined as “confirm reservation.” This campaign
conversion report gives the results for action #01, for
each campaign. In the next illustration, conversions are
shown for each keyword phrase within a single campaign,
Overture.
As this
sample menu (below) shows, the tracker also provides
conversion reports by referrer, search engine, entry
pages, and more.
It is not necessary to
track revenues when analyzing conversions. In the
illustration below, we have setup a conversion script on
the page that jumps to the booking engine.
Other conversions
you can monitor include coupon requests, mailing list
opt-ins, and requests for information.
Here’s a word of caution about
choosing conversion pages. Some pages for which you may
desire enhanced tracking get multiple page views per
visitor. The most common example is the “check
availability” page. Depending on how your availability
pages are set up, a single visitor might repeatedly
return to this page after checking different types of
rooms. For example, a single visitor who comes from a
click in Overture might land on your “Check
Availability” page five times. This would result in a
conversion rate of 500%. This rate may be more relevant
to the persistence of the visitor than it is to the
quality of the campaign. Nevertheless, comparisons with
other campaigns might still be useful.
For more information about the new
versions of Blizzard Tracker, visit
www.blizzardtracker.com or call
888-840-5893. |
