The key to any successful internet marketing plan is conversion optimization. Conversion rates may vary from site to site, but web analytics must provide actionable recommendations that can improve conversion rates. Conversion is a way of describing how often web site visitors perform desired actions (also known as Key Performance Indicators or KPIs)--from direct purchase to lead generation, to time spent on key pages and more.

By understanding the customer's business goals, we create a set of conversion metrics. These key marketing ROI measurements become an important part of the web ROI process. It is imperative for an internet marketing plan to include the ability to improve conversion rates to measure not just campaign success; it must also utilize conversion optimization to avoid site content that does not meet acceptable conversion rates; and must also accommodate an understanding of internet marketing failures to be avoided; as well as successes that can provide real web marketing ROI.

Much more about how Technology Leaders helps develop Key Performance Indicators (or Conversion Points) can be found in our 4x5 conversion cube, where we create a three-dimensional matrix that provides a structure for building drivers into each part of the customer life-cycle for each type of site.

For instance, the 4x5 conversion cube an help answer a question like “how do I define a performance indicator for a customer who is in the 'engage' portion of the relationship; when my site is a 'lead generation' site? We have found that the use of a matrix for compartmentalization of drivers can be of great value to marketers needing to make rapid progress in definition and measurement of goals.

In sum, Technology Leaders works with a customer's business goals to build holistic programs within their digital advertising and internet marketing initiatives that make the most out of their digital advertising budget and web site conversion efforts--leading to even better marketing ROI.

Technology Leaders' web analytics expertise guides the organization throughout the conversion optimization process by providing actionable recommendations based on web analytics data. Using web analytics, our expert team of web analytics consultants will provide web analytics insights designed to improve conversion optimization and marketing ROI.

By understanding web site visitor behavior, we can help improve conversion rates by empowering the customer to deliver personalized web site experiences for visitors based on their prior interaction with the web site. Personalized web experiences that target apparent user preferences can lead to higher conversion rates and better online marketing ROI.

Technology Leaders can improve marketing ROI and conversion rates by conducting a conversion audit. By analyzing both the underlying web analytics technology as well as key conversion steps within the customer life-cycle, we can drive large increases in marketing ROI. For instance, our web analytics expertise helps us measure which have been the best and worst campaigns; which is the most valuable traffic source to site; where most visitors were lost; as well as why are they abandoning. We can provide guidance on how to avoid abandonment; and specifically target which pages should perform better in terms of conversion rate.

Putting web analytics data to work is key to conversion optimization. Technology Leaders can provide both A/B and multivariate testing of internet marketing initiatives in order to incrementally improve any type of web site content. Each content unit is measured against similar content units in pairs or in waves; and the conversion rate of each is compared and updated until the content with the best conversion rates is delivered to site visitors, while those that did not achieve sufficient marketing ROI are retired.