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.