Clicks, Conversions and Costs

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Clicks, Conversions and Costs

What are you measuring?

In the sessions I teach around the US and around the world, I find that people have been programmed to think in terms of clicks.  Clicks, Rankings and Conversions are the big three terms I hear when people describe their online strategy.

As an industry, the online world is difficult to see in a relate-able and contextual format, as there is so much to consider beyond simply running an online business; There is programming, design, copywriting, hosting, SEO, PPC, Social Media, reputation management, and now the dramatic increase of mobile and local strategies – when does a company have time to evaluate all of these activities into a single focus?

Yet that is what is needed.  A focus on the goal of the business.  Very few businesses operate on clicks.  Clicks don’t pay the bills; neither do rankings.  So what is important?

To put it another way;

Clicks cost money,
Rankings are a distraction,
Conversions are good,
Revenue is better
Profit is Best.

What are you doing to align your online marketing to the goals of the business?  What steps can you take to eliminate pointless reports and focus on profit-generating activities?

 

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About the Author:

Matt has taught Google employees how to understand and use Google Analytics, consulted with Experian on how to present data, developed online marketing training for both Proctor and Gamble and Johnson & Johnson and presented analytics methodologies to Disney, ABC & ESPN. As founder of SiteLogic, Matt teaches marketers how to create measurable and profitable strategic marketing plans.

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