I needed a new pair of shoes. While on my lunch break I happened to be reading an article at www.fastcompany.com and an ad for a pair of Tom’s caught my eye. I clicked the link, liked what I saw, but my lunch break just ended so I couldn’t buy just yet. The next day, instead of trying to remember the URL,I fired up my favorite search engine, types out “T-O-M-S-S-H-O-E-S” and the first result is Tom’s official website. I visited the site, made my purchase, and a couple days later I (and a child in need) get a new pair of shoes. My search engine usage is pretty common and yet it presents a special kind of problem for web analysis. People are using search engines as a pseudo bookmark tool. Continue reading
When it comes to tracking your marketing efforts it is important to consider the number of ways prospects will come into contact with your marketing collateral. The idea (sometimes known as multi-touch marketing) is that most of your prospects will not convert the first time they come into contact with your products/service, but are likely to be exposed to multiple messages via the corporate website, a banner ad, word of mouth et cetera.