Web Analytics Special Report: ClickTracks Identifies Ad Copy as Culprit

Share this content:
A major pharmaceutical manufacturer embarked on an online campaign using syndicated text links, banner ads, broadcast e-mails and search engine marketing and optimization to drive traffic to its physician-education site. Print ads in several publications supplemented the online efforts.


The only problem, said Dan Noyes, president of Zephoria, the client's interactive agency, was that despite receiving Web site traffic reports for years, the company had no way to measure what elements of the campaign were working. Were the e-mails being opened? Were the print ads bringing in more qualified leads than the keyword buys?


Zephoria turned to Web analytics firm ClickTracks, and ClickTracks' Navigation and Site Overview reports quickly revealed that the copy was the culprit. Not only was it overly complex and not properly targeted to its physician audience, but a major stumbling block also was identified on the registration page causing 70 percent of the visitors to leave the site.


After the copy was rewritten, abandonment rates dropped while conversion rates increased more than 30 percent. Also, ClickTracks Analytics, among other things, is allowing the client to segment visitor types based on specific marketing programs and see how many people visit the site as a result of each magazine and banner ad.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here