analytics, success metrics & roi analyzing around web-based conversions using cii here are two...
TRANSCRIPT
Analytics, Success Metrics & ROI
Analyzing around web-based conversions using CII
Here are two easy steps to run the audio along with this presentation:
1. Download the MP3 file here: URL
2. Cue it up to the 00:20 timestamp and press the play button as well as your computer’s down arrow key on this program. The narrative and visuals should play in syncuntil the 6:40 has elapsed!
I was a morbid child
As a kid I was a little
on the “husky”
side
The Antlion As An Adult
The marketer as predator
The antlion’s lair
Antlion
Dinner!
Final Product Selection
Shipping Selection
Credit Card
Sale
The web conversion funnel
100 page views
50 page views
30 page views15 page views
Antlion’s Lair = Conversion Funnel
Conversion
Conversion Funnel
Ants near the lair = opportunity!
Page Views
Conversion
Conversion Funnel
Side
Top
The closer they roam, the more likely there will be dinner tonight
Good Odds
Better Odds
Likewise, the more ants that roam, and more often they roam nearby …
The better your antlion eats!
Most site owners know how to increase traffic to their funnels
• Banner ads• Organic search• Pay-per-click• URLs on print ads• Traffic from referral sites• Directories• Social bookmarking sites• etc.
They’re less able to boost a visitor’s odds of lingering, or coming back
The challenge:
People usually visit a site several times before entering a funnel, yet …
The challenge:
They will only linger, or return, if you give them something of interest …
… But,
The challenge:
… there is no objective way to measure visitor interest in a page’s content.
And you can’t manage what you don’t measure.
Now interest can be measured
The Content Interest Index helps you coach your content managers on how to make
your site more sticky.
It answers the question: What do ants like to eat?
It does this by studying ant behavior
This metric learns what ants are taking back to their nest.
… It also observes what they tell each other about their recent visit.
So you can ensure that you’ve covered the area near your funnels with what’s
most interesting to your prey.
Er, market.
Download my full case study in Acrobat form.
Thank you! Please forward this freely, and visit www.digitalsolid.com or email
Jeff Larche at jlarche@ec-connection or call him at (414) 278-6082
Thanks!