Writing Assignment 1

            The goal of any website is interaction that pleases the visitor, gets them to visit often, and ultimately gets them to spend money through them and not a competitor. A brief definition of Web metrics/analytics is the measurement of a website’s activities (Cheal, 2019). This encompasses a vast number of activities and measurements that occur on a given website, how they affect the visitor to the site and how the visitor interacts with the site. From our reading “Techtarget.com” says that Web analytics can create new visits to a website and retain current regular ones to buy their products and even get them to spend more money. Web metrics can help personalize a site for a customer to their preferences when they log into the website, record how much they spend and even predict if they are going to be repeat customers (Fedorovicius, 2020). It allows for many measures of demographics such as age, race, sex etc.to geographic areas, what times of day visits on the site are heavy or slow, and of course what is selling and what is not (Gant, 2017). It is this author’s professional opinion that Web metrics are as valuable as any tool available to an organization to measure where its at currently and where it is going and must be used!

            The first Web metric chosen is from the visit characterization category called landing page. This metric was chosen because it is the direct result of a marketing campaign and a page that has successfully drawn a potential customer to it. It is basically defined as where a visitor lands after they click on ads from Google and other search engines, YouTube, Facebook, Instagram, Twitter, or similar places on the web or a link in an email. Different from other web pages that usually have many goals and encourage website exploration, landing pages are designed with a single focus or goal, known as a CTA (call to action) (What Is a Landing Page, 2021). This focus makes landing pages the best option for increasing the conversion rates of your marketing campaigns. It can also lower your cost of acquiring a lead or sale. A homepage has many things that can distract from the landing page, which is one of the main pages for increasing conversions (creating revenue) and that is the ultimate goal of most websites. A landing page is to be focused, which entails things such as having fewer links on your landing page that can distract from conversions. Expert marketers always use a dedicated landing page as the destination of their traffic because they know that a conversion/purchase is difficult in the best of circumstances and they want nothing to distract from that. A well designed, simple landing page is essential to success. A pretty homepage helps promote the brand and gets visitors to explore a range of things from the products offered to more information about your organization and what it is about. The major question to be answered is if visitors are becoming conversions and the landing page is where that can be accomplished (Hay, 2017). A landing page with too much content or one without enough content to really help the user will not have a high conversion rate. Following best practices can help you identify the biggest issues with a pre-existing page and help create more effective one.

Comments

  1. Mark TietbohlApril 2, 2021 at 4:39 PM

    Invariably, landing pages are intended for one purpose and that is often part of the CTA. Having a properly constructed landing page is key, and it is really an artform to build one properly.

    However, there are landing pages that are geared to other purposes. Your blog is a great example where you may be driving a person to a specific article using a permalink.

    ReplyDelete
    Replies
    1. David CorbettApril 7, 2021 at 8:08 PM

      Thanks Professor. I have seen a lot of permalinks in blogs and should have thought of mentioning it.

      Delete

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