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.
