Online marketing includes tactics like email marketing, banner ads and paid searches. One of the benefits with using these marketing tools is they are among the easiest to measure.
Let's use paid search as an example. Search engine providers such as Google offer robust measurement tools when you sign up to use their AdSense and AdWords search engine advertising programs. There are several different ways to measure your marketing tools like paid search ads. First, track the page impressions, which is the number of pages viewed on your site. This gives you a good overall look at your month-to-month web traffic. Next, look at the number of total visitors and unique visitors to your website. This tells you how many people visit your site and how many "repeat visitors" you have. Track the amount of time the average visitor spends on your website as well and adjust your page content accordingly. For example, if you determine your visitor only spends an average of 12 seconds on your sales page, edit the content of your page to attempt to keep visitors reading longer. This goes hand-in-hand with the "click through rate." If you sell a product on your website, for example, the click through rate is the number of people who "click through" to the payment page. Once there, you can also track the conversion rate, or the number of visitors who ultimately end up buying what you're selling.
According to the book "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance," measuring click through and conversion rates is the best way to measure marketing tools online. Email marketing service providers like Constant Contact, Vertical Response and Mail Chimp all have built-in click through and conversion tracking tools to help you measure the performance of your campaigns. When choosing a service provider, make sure they have these tools available. They allow you to track open rates, email response rates and conversion rates.