 A question that comes up from time to time is: what exactly is the connection between Lyris HQ's email marketing, search marketing, Web content management and web analytics tools? Although the answer may seem to be daunting, let me try to sum it up with a practical explanation.
Gauging your online success
As we know, most email marketers create and send their email campaigns, and then determine success by measuring the number of opens, impressions and/or click-throughs to their Web site the campaign generated.
Search marketers gauge the success of their search engine marketing campaigns in much the same way - by comparing an ad’s impressions within the search engine results to how often the ad brought visitors to the landing page on their Web site.
Simply put then, Lyris HQ provides a one-stop solution to not only create these campaigns and landing pages, but to also track the success of each campaign in terms of the number of impressions and clicks generated. But we don’t stop there.
Your Web site is the key
Many people with Web site businesses who come to us looking for an email or search marketing solution (or both) tend to forget the key factor of their success: their Web site.
Regardless of how successful (or not) advertising campaigns are, it’s often your Web site that determines your online success. If your Web site is cumbersome to navigate, doesn’t offer what the campaign advertises, or simply looks awful, even the most successful campaigns and the biggest advertising budgets aren’t going to increase revenue and Web site performance. Fortunately, our web analytics tool can help.
Optimizing performance with Web analytics
By using Lyris HQ's web analytics tool in conjunction with the reports within the email and search marketing tools, you can determine how well your Web site is performing for your email and search marketing campaign visitors.
One way this is accomplished is by identifying common traits in visitors’ behavior through visitor segmentation. Also known as “segmenting visitors”, our visitor segmentation feature enables you to determine not only from which campaign visitors entered the site, but how many visitors became customers. Further, for those visitors who converted, a.k.a. became customers, visitor segmentation empowers you to understand:
And, for those who did not convert:
Armed with this knowledge, you can analyze your Web site to better understand, among other things, what pages are in need of updating to help streamline the conversion process. More importantly, within Lyris HQ, you’re able to quickly and simply:
a) Update stale email campaigns
b) Adjust your search marketing ads
c) Create, test, and refresh landing pages
d) Re-market to people who looked at but did not buy certain products
You can even use Lyris HQ to determine on what day, at what time and from where your campaign visitors entered your site, and then schedule your campaigns targeted at/to a more appropriate:
a) Time of the day
b) Day of the week
c) Country
d) State, province, county
e) Language group
Essentially, you can optimize the performance of your online campaigns by using Lyris HQ to better understand your visitors’ entry and browsing traits; acting on that insight to easily modify your campaigns and Web site landing pages which, in turn, will increase your return on investment and ultimately improve your business’ success.
How do you use the Lyris HQ integrated marketing platform to improve your online ROI? Share your personal success stories in the "Comments" section below.
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About the Author
Chris Benkert is a training manager at Lyris. He is responsible for creating and delivering training and collateral for Lyris HQ search marketing, Web analytics, and Lyris HQ Agency Edition classes.
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