ABC Post-click Optimization

Online marketing and search engine marketing are not just about driving traffic to your website, they are about making that traffic perform better once it is there. Our ABC post-click optimization package focuses on the second half of the online marketing process. ABC post-click optimization combines three advantageous strategies into one all-inclusive package—web analytics, behavioral analysis and landing page optimization. Relying on the knowledge and expertise of our in-house account management and creative design teams, we analyze and enhance your site’s click stream metrics.

Analytics

First, the account managers evaluate web analytics data to understand how users navigate through a website. A few metrics revealed by web analytics are:

Location3 Media is an active member of the Web Analytics Association Standards Council and Direct Marketing Association Analytics Association. Our account managers have a keen understanding of web analytics data: how to generate it, how to interpret it and how to shape it into practical solutions. Each account manager has a firm grasp on all major web analytics platforms; therefore, we are impartial to the platform you currently use. If you have not yet implemented web analytics on your site, we invite you to take advantage of our partnership with ClickTracks.

This image is an example of a Funnel Report for our SearchAdNetwork website, pulled from ClickTracks. Funnel Reports reveal how visitors progress through the site toward conversion action. The numerous web analytics platforms that we work with provide other reports as well, such as Page Analysis and Overlay Reports.

Behavior

The second step in ABC post-click optimization is behavioral analysis. User behavior is analyzed and explained using heat map reports. These vibrant reports reveal the exact spots on each page where users have clicked—the more brilliantly colored sections have received a greater number of clicks. Notice in the heat map below how several users clicked on the image of the heart; at the time of testing, this was a static image—clicking on it produced no results. Knowing that users click on images expecting something to occur allows us to modify websites to account for actual user behavior, creating better user experiences and accomplishing clients’ direct response initiatives.

Our creative design team steps in at this point of ABC post-click optimization to develop custom landing pages. Drawing on knowledge of click stream metrics, user behavior and web design principles, the creative design team develops user friendly and highly functional landing pages with clean layouts, compelling copy and clear paths to conversion.

Conversions

But we don’t stop at one landing page—we engage in landing page optimization by creating multiple versions that are tested using Google Website Optimizer. This program allows us to determine which layout and content generates the most conversions. Landing page optimization can involve any number of sections—incentive, call-to-action, image, submit button, length of copy —any aspect that we know to influence conversion rates. Google Website Optimizer rotates the different versions equally, measuring significance and collecting conversion data for each version. After one version proves to perform the best, we halt the experiment and make the appropriate changes.

Here is an example of a landing page optimization experiment we developed for a client. We created two versions of the page by modifying four influential sections—links vs. no links in the navigation bar, flash vs. static image, different incentives above the contact form and different calls-to-action on the submit button.

Google Website Optimizer displays testing statuses by combination and page section, exposing current conversions, impressions and estimates of future conversion ranges. The easy-to-read reports leave no doubt as to which version is most likely to result in the greatest conversion improvement.

Google Website Optimizer Combinations Report

Google Website Optimizer Page Sections Report

Our ABC post-click optimization package combines three of our most sought-after services—web analytics, behavioral analysis and landing page optimization. ABC post-click optimization increases your site’s usability and enhances user experiences. Conversion rates subsequently increase due to the new fluidity and cleanliness of your website and the custom landing pages. Whether you’re driving traffic to your site via media buying, PPC management, Hispanic search marketing, online local advertising or any other internet marketing channels, our ABC post-click optimization package can help maximize your conversion goals.