Most Unused Metrics in Search

MarketingSherpa.com is full of useful information and a site that I highly recommend you frequent. Their polls alone are worth big money to you and there weekly charts are invaluable. I would highly recommend that you sign up for their free weekly chart and then click on over to eCommerce-Tools.com to get my personal spin on its meaning or better yet just subscribe to my feed.

This week chart is titled ‘Most Underused Metrics According to Search Marketers’

In a recent post I discussed conversion rate so make sure to read it and watch the video. In an economy where everybody watches what they spend it’s more important now than ever to pay close attention to where your marketing dollars are going. Why spend $1,000.00 to convert 3 customers when you can spend $1,000.00 to convert 15 to 20 customers?

MarketingSherp.com, in order to produce this chart asked internet marketers, “What is the most unused metric in search?” If you look at the number one answer and by 13% I might ad is Conversion/KPI by segment.

Most internet marketers feel that if they aren’t making enough “money” that they need to drive more traffic to their site in order to make up for the loss in profits. While more traffic is always a good thing you must pay attention to the #2 most underused metric, return on investment or ROI.

What is your ROI? Is it acceptable? Depending on your business maybe a 15% ROI is acceptable or maybe you need a 20-25%. Anyway you look at it you must make sure that you have a clear vision of how you measure your ROI and what you must see in order to turn the kind of profit you want.

Once you know what your ROI should be make sure you tweak your site so that it converts more surfers into customers and thus increasing your return on investment.

Number 3 is click path analysis, exactly what are surfers clicking on once they get to your site, where are they entering and where are they exiting? Again, these are things that you must pay attention to in order to increase your conversion rate and your return on investment. There is most definitely a science to conversion rate and a science that I will go into more depth on in the future but right now is beyond the scope of this post. I leave you with this,

“If money spent is money earned make sure that you maximize your return to the maximum return.”
-eCommerce-Tools.com

Tags: ROI, conversion rate, MarketingSherpa.com, return on investment, click path analysis,