Conversions are king.
But to take your PPC campaigns to the next level in 2010, you must go beyond measuring traditional conversions (lead, transaction) and start measuring (and achieving!) new goals – from social media engagement, to RSS subscribers, to inbounds.
Here are 10 different types of landing page goals to measure in 2010:
Ah — the crown jewel of all goals… the purchase. Measuring purchases is a standard practice for PPC marketers (if you’re not measuring transactional conversions, please jump right into your analytics tool and get conversion tracking set up on your shopping cart, ASAP). And assuming you are, start measuring your average order value. This is relatively easy to set up in Google Analytics & is the next most important metric to measure and work to increase in your PPC campaigns.
Are your PPC campaigns designed to generate leads? If they are, you’re measuring those leads with Google Analytics & Google Conversion Tracking, right? Okay — next goal.
3. Up-sell or Cross-sells
Once a visitor converts — whether as a lead or transaction — there is still more conversion goodness to be had on the thank you page. If you’re generating leads for a paid online service or subscription, you can up-sell your initial lead conversions with the opportunity to sign up for a trial or make a purchase. This is a great way to lure PPC clicks in with a free, lead gen offer, but also grab any paid opportunities post-conversion.
Likewise, you can cross-sell leads or customers with a relevant offer on the thank you page, and gain more lead data or generate more revenue after the initial conversion. Like initial leads & transaction, cross-sells & up-sells are easy to measure in Google Analytics.
4. Video views
There’s no doubt – video is hot right now. And it’s a highly effective way to support transactional or lead generation goals. But how do you know if it works? Well, first off, you can test landing pages with video vs. pages without video and see what pages convert higher (meaning, which pages drive more leads or purchases). But you should also measure how long visitors watch your video & how they engage with it. Any good video platform such as Ooyala or Brightcove provides this information.
5. RSS Subscribe
An RSS subscribe is a great, friendly introduction to a brand or company. It’s anonymous & almost as valuable as grabbing a visitor’s email address. You can provide opportunities to subscribe to your RSS along with other goals, such as video views, leads, or transactions. And with Google Analytics Event Tracking, you can measure RSS subscribes.
The crown jewel of any lead generation campaign, make sure you are setting & measuring inbound goals. Consider an inbound anytime a visitor says, “please contact me!” You can cross-sell inbound opportunities on the thank you page after a lead conversion, or include an inbound opportunity alongside a lead conversion, as a secondary choice. Like lead and transaction conversion tracking, inbound goals are easy to track in Google Analytics.
7. Forward to a Friend
Think of forward to a friend as instant word of mouth marketing. Most email marketers have embraced forward to a friend as an easy way to boost the viral distribution of their content, but most PPC marketers haven’t. Forward to a friend functionality is easy to integrate onto your landing pages with simple forms or social networking tools, and can be measured with Google Analytics alongside your other goals.
8. PDF Download
PDF downloads are extremely popular in lead gen PPC campaigns — whether a product brochure, white paper, eBook, or brief. But are you measuring how many people actually download or engage with the white paper, as opposed to just requesting it? Just because the visitor converts as a lead, doesn’t mean they are reading or engaging with your offer. Google Analytics Event tracking allows you to measure PDF downloads.
9. Social Engagement
Even if you don’t measure the value of a Facebook fan or Twitter follower, you can easily measure how many people click on social links or feeds with Google Analytics Event tracking.
10. Landing Page Clicks
A popular best practice for PPC landing pages is to create a multi-step landing experience that segments the visitor according to their audience segment or offers of interest, and subsequently delivers more relevant pitch and information. When creating multi-step experiences, it’s important to measure i) how many people engage with that initial page and ii) what they click or engage with. This will tell you what offer is most interesting to your PPC clicks, and also what audience segment they are in.
At the end of the day, it’s all about the purchase, whether a considered purchase (offline) or an online transaction. But by simply measuring online leads and transactions, you are missing out on valuable data that can really drive & boost your leads & transactions.
So determine what those goals are, measure them, find out what goals support your efforts & how to improve them – and turn your PPC campaigns into the conversion ninja machines that they deserve to be.
Megan Leap is Marketing Manager at ion interactive, a leading provider of advanced landing page software. As Marketing Manager, Megan manages search, email, webinar, and social media campaigns. She has extensive experience in conversion rate optimization and social media marketing, and when not championing high-ROI online marketing strategies, can be found running marathons across the U.S. She is also a frequent contributor to the Post-Click Marketing Blog. Follow Megan on Twitter: @MeganLeap.
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