Web analytics, web metrics, and how to use them to track and improve conversions

I covered this session earlier today and also spoke with Matthew Roche and Jonathan Mendez of Offermatica later on tonight.

Here's my notes:

Finding the computer pathway

How to get leads and track them

Targeting the right prospect..Ladders.com..have to have a level of
filtering

Funnel.....
This is a wonderful diagram
Search and MVT..Ladders.com got a 33% lift using MVT.  However MVT can't
if your sales funnels, it is just a tool to optimize campaigns.

Once the consumer arrives there are incremental improvement.

Shock-wave Unlimited...when you provide a offer if action is not
taken in 72 hours the likelihood to acquire the customer goes down.

How long does a lead last?
Look at one of your ads and see where it goes...1 ad..22 clicks.
A real funnel looks like...a mess!
Relevance and engagement

High impact segmentation ..need to give people a relevant experience

Source
Action on site
Geo-targeting

Need large slices to get a big impact

Tell me a secret?
1. Smaller form does not always win
2. Leads can last as long as 18 to 24 months
3. Paywall..what is the ratio between what your giving away for free vs what you want them to pay for.
4. Churn rate...traffic is not always important
What you do once on the site is more important.

What kind of relationship do you want to develop?  The data might not tell you everything.

Here's the Marketing Notes for the session: