Analysing and Converting Paid Traffic
Andy Atkins-Krüger – WebCertain
In his session Andy looked at the range of ways both a PPC and organic SEO a campaign could be broken down to measure how effective each stage was performing. Aspects such as number of visits, pages views, dwell time and bounce rate were all seen as important elements to measure.
Andy also suggested that rather than take the traditional approach of looking to only improve the final stage of the shopping funnel (i.e. optimising the buy page) improving who gets onto the website in the first instance was equally important.
So to recap, whilst people typically look to the shopping cart for initial conversion improvement—Andy advocated starting at the other end of the chain and at keywords.
He outlined that ‘Better visitors arriving on a site with a proven conversion purchase will increase the conversion just as much OR MORE than the buy page’.
The model used is a 4-part system:
3. Landing Page
By improving each element by twofold the combined increase could be up to a 16x improvement in final sales/conversions!
Andy stressed that looking purely at the end of the sales funnel was missing out on multiple gains and rather than starting at the end of the process to make improvements it made sense to start at the beginning—as the headline of his presentation stated.
Search Scape: Stats about Search Engines
Merinda Peppard – Efficient Frontier
Merinda told attendees that only 44% of advertisers advertise on Yahoo and only 33% of advertisers on average advertise on Live/MSN. She felt advertisers were squandering potential advertising opportunities by not leveraging both MSN and Yahoo.
Overall impression volume for searches has increased so the recession is not stopping the consumer searching.
An interesting statistic Merinda shared was that year on year advertising spend was down around 6%—however ROI was up 10%.
[So could this be a result of more sophisticated online campaign planning? Better analytical measurement and page optimisation could be paying off to help reduce spend but increase ROI?]
Merinda noted that Google content has improved. It has given users more control for PPC campaigns. Users can add or remove websites and Google has been able to reduce accidental clicks and implement domain tasting detection to enable site quality checks.
- On average 70% of online search spend is used on Google—however Yahoo and MSN however can deliver good ROI
- The full report Merinda covered is available for download here: http://www.efrontier.com/research
Bas van den Beld – SearchCowboys.com
Bas went on to share some interesting stats with attendees.
There are 800m people living in Europe, which is 12% of world population. 49% of the 800m use the Internet. Over the rest of the world the average is a lot lower at 20%. So Europeans have embraced the Internet widely.
The countries using the Internet most include:
- Germany = 55m
- UK = 43m
- France = 41m
- Russia = 38m
Bas then asked the question what search engines was the audience using? Google’s dominates Europe was clear if one looks at an average usage for search:
- Google 93.89%
- Yahoo 2.14%
- Live 0.85%
- MSN 0.80%
[Google domination is quite staggering in Europe but this data certainly falls in line with the kind of traffic referrals we see on many UK websites.]
There were a few regional exceptions with search engines like Yandex dominating across eastern Europe and search engines like Seznam in the Czech Republic still appearing to dominate its locality.
On a massive increase the mobile search market is also key and when it comes to mobile search Google is the biggest mobile search engine in Europe.
- Google = 98.21%
- Yahoo = 0.96%
In a nutshell Google is clearly very dominant in Europe!
Facebook is the top European social network website. Yet Twitter is growing. Bas told us there is Twittermania across the UK and Europe!
With Twitter starting to crawl the web to enhance its real time search facility—things are looking exciting on the Twitter front.