Quantifying Search-to-store Customer With Your Web Analytics

It used to be that the internet was only for college IT specialists

. Then it evolved so that only the super-rich had access, and the content was so scarce that it was hardly worth the investment for a clunky early modem. Now ... the web is the key to the entire world for almost all demographics, and increasing search engine rankings and web marketing strategy generally are the keys to success for any business. However, this new communication medium certainly creates questions. For businesses nowadays, a major one is "How do I know what impact my online activities are having on my offline sales?". We take a look at how to answer this question using web analytics and a clever selection of information.

The process uses something called an offline multiplier, which attributes offline and online value mathematically, to investments in internet marketing by enumerating the return on investment from search through store purchases. For each dollar tracked to search online, we track the amount of offline sales produced.

The sales that come under this offline multiplier are made by a very specific sort of customer - the search-to-store customer. This customer type has often conducted extensive research into products, is educated, is well-read in general, and knows what they want from the store. They will also use search to find support for products afterwards, if applicable. It is estimated that in the US, around 80 million consumers per year purchase offline, following online research. This is what internet marketers have been telling businesses for many years - that even if you aren't in e-commerce, article distribution, press release syndication and putting some effort into your web design can really pay off.

In order to create your offline multiplier, you'll need the help of an internet marketing agency in using both web analytics, and surveys, to look at consumer behavior in regard to search and then store purchases. The multiplier refers to the amount of offline sales generated by search engine optimization and marketing, compared to the online sales that are generated. For example, an electronics company might find that for every dollar consumers spend online, search-to-store consumers spend $5, because most people prefer to research first, then either speak to a customer service rep or see the product in person.

For maximum accuracy, these surveys should be separated across geographic locations of your company. Don't assume that the offline multiplier applicable to your store in Hong Kong is also applicable to the Shanghai outlet. Demographics and customer mentality may be completely different.

You can also use your internet marketing to cater to search-to-store consumers, especially if you find through your web analytics that they are a substantial part of your customer base. For example, create geo-targeted landing pages that show details of local stores, instead of allowing your home page to go to an overseas or interstate site. Consciously seek-out high value customers - the ones more likely to search first, and convert online. And ensure that the entire organization knows that search-to-store is a significant part of your revenue.

by: Gregory Smyth

POST COMMENT

Credit Debt Counseling Services How A Crane Rental Service Can Save Time Merchant Services - Components To Think About What Exactly Is An Seo Service Reseller? How To Keep Customers Coming Back? Unsecured Debt Settlement - Seeking Of Unsecured Debt Settlement Service Unlimited Call Answering Service Live Chat Services - A Powerful Tool To Increase Sales The Real Definition Of Customer Service Courier Services Dallas makes your delivery easy Zatun's 3D Animation Services – Give Wings to Your Imagination! Limousine service in Calgary Water Restoration Services