News
Marketers 'should measure online visitor behaviour'
Categories: Internet Marketing
25 July 2008
The numbers of clicks received on a website should form just the first part of tracking search marketing success, it has been reported.
In MarketingSherpa's Search Marketing Benchmark Guide, it was reported that online advertisers should make use of click path analysis as keeping track of behaviour patterns can help show how consumers search on their websites for products and services.
Furthermore, monitoring profit per keyword - how much revenue is generated from clicks and conversions - can help advertisers to discover their most effective phrases.
In addition, monitoring the lifetime value of a search visitor and the revenue generated from words used in pay-per-click
Overall, measuring visitor behaviour before and after clicking on to a website and putting any resultant conversions in context to track return on investment were claimed to be the two most crucial topics to consider.
In other news that may interest online advertisers, it was revealed that the majority of websites ran by UK national newspapers saw a rise in user numbers over the course of last month. 
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