So What is tThe Whole Picture?

Every conversion has a story-, a history. When you capture data from the whole conversion history, you can optimize more effectively. The effective return on investment (EROI)EROI is a measurement of the performance of many different ads across a campaign, often from various publishers, that are reaching prospects before they convert into customers.

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It's the Same Funnel, Online and Off

There is such a thing as an online sales funnel. Advertising networks and portals, as well as rich and social media platforms, have a wide reach that builds brand awareness. While search marketing tends to be the deal-closing step in the sales funnel, it's still just one step. There is no accounting for the interest and awareness building accomplished by the rest of the assets in the Internet marketing campaign.

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Where's EROI?

What caused you to hold the beliefs that you have right now? Did you snap to instantly at the glance of an image or the affect of a few words? Not likely. You had a range of experiences over time that culminated into what you now believe. Getting here has been a process-a shaping and forming. This is the fundamental error with the idea of last click measurements in gauging Internet marketing campaign success. It's not the last ad before the sale that should get all the credit.

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Don't Waste Your Time

Maximizing your promoters is a matter of designing your customer's whole experience with your brand, from social to search to your actual Web site, around shaping their positive opinions. Don't waste time focusing on just one aspect of your Web site to boost conversion or by focusing on just paid search to boost clicks. Spend your energy, time and money optimizing the whole experience for an integrated, cohesive brand story that will engage and charm your customers, winning them as promoters.

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Your Survey Results Don't Matter

As we said in part one, there's only one question that matters. It's the opinion of your customer about your business that matters. People don't respond well to surveys and they're typically asking the wrong questions anyway.

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There's Only One Question That Matters

Brand building is a customer loyalty labor of love. People will talk about your products and services. They'll talk about your brand. Satisfied customers are free marketing and PR for your brand. They're repeat purchasers as well as referrers. There are also unsatisfied customers who contribute negative word-of-mouth advertising, destroying your brand.

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Your Web site is not a video game. And even if it were, balancing technology with user needs would still be necessary. Most Web users are familiar with multimedia environments. Most people, whether they're technical or not, understand how to click on an image to enlarge it or use player controls to watch a video online. The use of multimedia on your Web site should serve a purpose-it should not only engage and immerse your audience, but make your content more accessible to them as well.

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People use Web sites, not the other way around. We all have the goal of conversion, whether it's a sale or a lead. But most business owners tend to forget that the best chance they have to accomplish this lies in getting out of the way.

A well-structured navigation system goes unnoticed by users. It allows people to find information effortlessly. The labeling, layout and relationships among content is intuitive, anticipating what users want and allowing them to find it quickly. The goal is to get out of the users way and allow for comfortable and confident exploration.

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Landing pages are lazy pages. They're used by people who don't want to take the time to integrate a campaign into their overall marketing efforts. Your home page is your best landing page. It can be versioned for different offers and will convey a much deeper experience of your business, leaving prospects with a balanced understanding of who you are.

There are four main reasons not to use landing pages:

1. They lack context.
2. They bounce enough traffic to beat rubber balls.
3. They turn people off.
4. Your home page should be your best converting page.

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Web usability is a vast and formidable topic. One way that we measure usability is through measuring creative performance. One aspect of creative performance is content. How do we know if content is performing? When it's usable. How do we know if it's usable? People use it. Providing good information on your Web site helps prospects make decisions, such as whether to look further and whether to purchase from you. Selling or promoting products online requires supplying information in a way that breeds confidence in the potential buyer. In this way, content becomes sales support.

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