SDI Networks - John Ludwig Speaks at PULSE 2008 - Time to Adapt
Jan 11

In the past, I’ve blogged about the importance of benchmarking in your Google Pay-per-click campaign, and how we increased the effectiveness of a campaign by 318% by doing so.

We’ve done the same with our web sites. Here’s an example of what Merge did with a home page of a web site: We measured the ‘bounce’ rate (a bounce is when a user comes to a page and exits the site without visiting another page) of the home page and noted a 60% bounce rate. Wow. We analyzed the page, made some key changes (moved the navigation in a more user-friendly spot and changed the home page content) and waited.

A month later we went back and measured again. The result? The bounce rate decreased by 50% to only a 30% bounce rate. We’ll be making some more changes to the home page to decrease the bounce rate of the home page even more-but the key point is that we increased the effectiveness of the home page by 50% because we measured, benchmarked, changed and then remeasured.

Start measuring your metrics and begin the process of progress. If you do, you may discover a couple months from now how much business your current web site is leaving on the table.

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