After the Click

I wrote an article for the December 2009 issue of SES Magazine entitled After the Click: Using Analytics to Improve. This is a follow up to a presentation I gave at the 2009 Annual MN AMA Conference in Minneapolis. Companies can use free enterprise-level software like Google Analytics to improve the performance of their search marketing campaigns. More importantly, this can be done without spending more on paid search traffic. Rather, they can learn to be more efficient with their existing search traffic. Often companies do not test landing page performance enough to optimize them. In doing so, they are paying for traffic that will not convert. My quick recommendation is to pick your best converting landing page and test an alternative. Even if it does not perform better, you will learn something that will help your website going forward.