wisdom2005 20 | Biblioteca audio aperionaudio

doubling traffic -- and sustained for over three weeks. Thanks in large part to

blog. Yep, you guessed it. The TV spots increased traffic by a whopping 100% --

our visitors?

So we asked ourselves, do people want to see these TV spots, or will it turn off

However, please do not edit or cut pieces to pass along. Thank you.

in hand we have been able to fine tune landing page strategies, search strategies

the segment! How can you use an average to cover that range?

using averages and focus on each segment and how they convert. With this data

conversion rates from returning visitors who had previously responded were

tent, and had begun to look to new content partners in the record industry and

yourself self a real disservice. So in 2005 we plan to ensure all our clients stop

Yes, you may replicate this report in its entirely, and/or post it on an intranet or Web site.

viral content do not always need to be specifically manufactured, licensed, or

referrers from the gadget blog, the spots were the single most effective content

Sponsored by Omniture

Answer: You can't! If you use averages in your web analytics you are doing

TV spots would be too overt a tactic; that it would backfire the way selling

150% greater than average. Users of internal search are 75% more likely to order.

budget on content to feature on the site, including music videos and some origi-

phone line. Over the years we've been spending sizeable portions of our

nal video content. We had found ourselves in a bit of a dry spell with new con-

Perry Wang, Media Revolution, LLC, www.mrev.com

Matthew Tod, Logan Tod & Co, www.logantod.com

we've ever put on the site in its 17+ month life. We found that entertaining and

33ImanageamarketingWebsiteforawirelessmanufacturer'sstyle-centric

corporate logowear on your site reeks of `yield to the company' self-importance.

produced. Without realizing it, clients may already have compelling, attractive

content waiting in their arsenal.

Part 3: Site Design & Conversion Tactics

the site. After all, these are TV spots... for a company. We assumed that posting

We saw a range of conversion rates from 0.25% to greater then 50% depending on

Taking the risk, we added the three 30-second TV spots to the site. As a

When our client mentioned that they had access to their latest set of humor-

single act of promotion, I submitted a link to the spots on a popular gadget news

and re-engineer sites to optimise them for each segment identified.

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elsewhere.

ous brand-oriented TV spots, we debated whether or not we should add them to