Online
Mistakes to Avoid
by
Mark Grimes
Measuring that conversion-to-action is paramount in the direct marketing portion of online campaigns. Look beyond the obvious to determine your landing-page brandability and conversion rates, and you won't be sorry. One of the biggest mistakes online marketers make is taking leads to a generalized front page of a site rather than one that reflects the content of the ad to which they responded. If they're clicking on an ad featuring stereos, take 'em to the stereos. Another mistake is misinterpreting Web site analysis information. For example, hits, unique sessions, IP addresses, and page views are not interchangeable terms. Hits count every uploaded file and graphic on pages the visitor sees. Page views count each time a page on a site is opened. Unique sessions refer to the number of site visits, but don't differentiate repeat visitors. Avoiding some of the easy mistakes will not only lead to a better web experience for your customers, but a more profitable web presence for your business.
(Taken
from iMarketing News)