Online marketing using Affinium NetInsight

Insight into Action

Create comprehensive KPI reports for more insight into the results of your Internet marketing. With our web analytics solutions you can determine product interests, trend key metrics, understand visitor conversion patterns, improve Web content quality and visitor retention. In addition you can discover and improve the effectiveness of your SEO (search engine optimisation) and PPC (pay-per-click) campaigns.

The Process

The following process is an example of how an Affinium NetInsight user could move from a standard summary report, via reports to investigate a particular facet through to making a change to (in this case) a PPC campaign.

• These reports do not have to be pre-prepared by an administrator or saved in advance.
• The reports allow you to drill-down into the data, enabling instant, ad-hoc reporting - allowing questions to be answered on-the-fly.
• Any of these reports can be saved for future use or published for other users.

Step 1. View a standard dashboard

This report could be delivered via the browser or directly, via an e-mail, to the user's inbox. This summary dashboard could indicate that all is well and that no immediate action is required - alternatively it may suggest that we need to take a closer look.

The user can click on the graphics or on one of the reports on the left-hand menu.

Step 2. Examine a standard Referrer Summary

This out-of-the-box report is a simple list of the most frequent, sorted by the number of visits, referrers to this website, in this case (not unusually) Google fills the top spot (in terms of volume).

The metrics, such as Average visit duration and View:Visit ratio are very important, but in this case we need to know something a little more concrete about quality of the visitors that we are being sent. For this we will need to add some information to the report.

Step 3. Drag-and-drop extra metrics into the standard report

You can see that we have removed (just a case of dragging the column off the report) Average visit duration and View:Visit ratio and we have dragged in the 'Lead Cconversion Rate' Metric from the right-hand menu.

Although Google is #1 for volume you will notice that 'Ask.com' seems to lead in the conversion stake.

If it is possible for the Ask.com visitors to convert so well, then it may be possible in improve the conversion rate of the Google visitors. Of course, this can be achived in many ways - but it is worthy of further investigation.

Action 1. Attempt to get some paid traffic from Ask.com and see if they convert as well as the lower-volume organic visitors

Action 2. Investigate how to tune the Google traffic. (the next step)

Step 4. For Google, discover which paid keywords convert the best

From the previous report, we can right-click on the 'Google' line and drill into another report - in this case a breakdown of paid vs. actual keywords.

Note, at the top of the screen we are limiting the data to be just for the Google traffic.

You can immediately see that for the paid phrase 'color copier' people use a variety of search terms that match. Out of these 'color copier products' is leading for conversion rate - it would be good in increase the volume of traffic for this keyword, perhaps by increasing our maximum cost-per-click or extending our total budget.

There are also some visitors using phrases that result in no conversions - these should probably be eliminated.

Action 1. Increase the budget (total and per click) for 'color copier products' to see if we can attract more visitors. Monitor the conversion rate to ensure that the quality doesn't decrease too much.

Action 2. Add 'negative' keywords to the AdWords campaign to ensure that you don't get any more 'history of color copiers' or 'undesired variation of color copiers'