Websites need to closely monitor marketing effectiveness and input-output ratio in order to choose the most effective online marketing method. No matter how you promote, if you can’t evaluate, you can’t improve promotion efficiency. As a pioneer in online promotion, Lao Xie gained some experience from reviews and hopes that webmasters can learn from it.
1) Determine marketing goals
However, there are many types of websites, and many websites do not directly sell products. Website operators need to specify measurable website goals based on the situation. If the website is to attract users to subscribe to emails and then make subsequent sales, then the goal of the website is for users to leave their email addresses and subscribe to the e-magazine.
The website goal may also be to entice users to fill out a contact form or call the website operator, perhaps to request a free sample in some form, or to download a white paper or product catalog.
These website goals should have a clear goal achievement mark on the website page. That is to say, once a user reaches a certain page, it means that the website goal has been achieved. For e-commerce websites, the target completion page is the thank you page displayed after payment is completed. In the email registration system, the target completion page is the confirmation page that the user sees after filling in their name and email and submitting the form, or the page that expresses thanks. If you are filling out an online contact form, it is similar to subscribing to an e-magazine. The completion target page is also the confirmation page after submitting the form. If you are downloading a product catalog or white paper, each time the file is downloaded, it marks the completion of the goal. Once you have established your marketing goals, you can be more accurate.
2) Calculate the value of website goals
After clarifying the website goals, it is also necessary to calculate the value of the website when the website goals are achieved. If it is an e-commerce website, the calculation is very simple. The target value is the profit generated by selling the product.
Other situations may require some effort on the part of the webmaster to determine. If the goal of the website is to attract users to subscribe to e-magazines, then the webmaster needs to calculate what proportion of e-magazine subscribers will become paying users based on past statistics? What is the average profit brought by these users? Assume that every 100 e-magazines Five of the users will become users, and each user will bring an average profit of 100 yuan, so these 100 e-magazine users will generate a profit of 500 yuan. In other words, the value of each electronic magazine subscriber is 5 yuan.
Similarly, if the website goal is to prompt users to call the webmaster directly, the webmaster should record how many calls will eventually be converted into sales? What is the average sales profit? Thus, the corresponding value of each call can be calculated.
3) Record the number of website goals achieved
This part is where website traffic analysis software comes into play. Continuing the above example, for an e-commerce website, every time a user comes to the payment confirmation page, the traffic analysis system will record that the website goal is achieved once. When a user visits the electronic magazine subscription confirmation page or thank you page, the traffic system will also record that the website goal has been achieved. If a user calls customer service staff, the customer service staff should also ask the user how he got the phone number. If it comes from a website, it should also be recorded accordingly.
More importantly, the website traffic analysis system can not only record the number of times the website goal is achieved, but also record how these users who have achieved the website goal came to the website? Is it from a search engine? Which search engine? What keywords were searched? What is it? Or is it a link from another website? From which website? Or from search bidding ranking? These data will be recorded by the website traffic analysis system and connected to the corresponding goals generated.
4) Calculate the cost of achieving website goals
The easiest way to calculate the cost of achieving website goals is when using PPC. At this time, the price of each click, the total click cost for a certain period of time, and the number of clicks are all displayed in the bidding ranking background, and the cost is very easy to calculate.
For other online marketing methods, certain estimates need to be made based on experience. Sometimes it's simple, sometimes it's quite complicated. If website traffic comes from search engine optimization, then you need to calculate the cost of external SEO consultants or services, as well as the salary costs of internal cooperating personnel. If you are conducting forum marketing, you need to calculate the manpower, time and salary levels spent, and convert the costs.
With the above four data, we can more clearly calculate the return on investment (ROI) of online marketing. Assume that the website bidding ranking costs 100 yuan in a day, and the website goal is direct sales. If the sales volume reaches 1,000 yuan in one day, after deducting the cost of 500 yuan, the gross profit is 500 yuan, then the investment-to-production ratio of this bidding ranking promotion is 5.
Lao Xie QQ466715240. Welcome to communicate with the webmasters.
Please indicate when reprinting: Lao Xie Promotion Services