Brand Lift Campaigns

Metrics to measure:

• Depth of Visit – The Depth of Visit report displays the range of visitor interaction
• Length of Visit – How much time do people spend visiting your site?
• Loyalty – How many of your visitors are returning for the 2nd, 3rd, 10th or 200th time?
• Visitor Recency – The Visitor Recency report shows how long it has been since your visitors' previous visits.
• Top Content – Are visitors looking at the content that you would expect them to look at for this particular campaign?
  

Improve Conversion

To improve landing page conversion Susan Minniear has wrote Six Steps to Conversion Health.

She states the basic landing page should have a search function, contact information and a strong marketing message. You have a few seconds to convince them to stay, let alone convert to a customer. Here are her six tips to improving conversion rates:

1. Relevancy:
   Create specific landing pages for every search term creating consistency from keyword to ad to landing page. They will stay for less time, but are about three times more likely to convert. Do not include a navigation bar but include some branding to help consumers understand who you are and what you offer.
2. Images - Size Does Matter:
   Bigger, more detailed, clear and full-colour product images. Pictures of people can also increase conversion rates.
3. Confidence Messaging:
   Counter customer fears by placing third party endorsements such as "VeriSign secured" to give visitors confidence to buy.
4. Registration Forms:
   Keep font size over 10-point type and just one column of copy. Make the marketing message short and sweet and above the fold. Place conversion activity in a clear and prominent location. Clear, uncluttered and easy to read - no flashing buttons, overly bright colours or fancy fonts. Keep registration forms short - 6/7 fields - and not too personal like phone numbers. Include e-mail privacy infor so know you wont share info. Position the reg form above the fold so that the user does not have to click to convert
5. Newsletter Subscriptions:
   Not require registration for free downloads like white papers, instead, on the thank-you page, offer a sign-up for further updates and offers. Keep visitors coming with an easy e-mail newsletter sign-up.
6. Test it:
   Try changing the most obvious items on the page such as images, promotions, marketing messages and headlines.

Driving Traffic - Conversion University Tips

Google Analytics companion site Conversion University offers valuable marketing and content optimisation tips from industry experts. Here are some tips on how to target your marketing and get the most out of your spend.

1. Google Sitemaps - a service that allows you to submit ALL your pages to the Google index, to complement compelling and useful content. When you sign in to Sitemaps and click on the Statistics tab, the right-hand column of the report shows how you rank organically for the top searches to your site. You can put this ranking information together with click-through information from Google Analytics to understand how visibility for specific keywords has translated into conversions.


2. Tip No. 1: Target geographic markets with AdWords Campaigns.


3. Tip No. 2: Track ROI by geographic market.


4. Tip No. 3: Target and track "Search" and "Content" networks.


5. Tip No. 4: Use Ad Groups to target your ads


6. Tip No. 5: Track each ad's conversion rates.