Zephoria: ClickTracks Will Be Integral in the Process of Deciding our Next Steps

Zephoria (www.zephoria.com) provides marketing, and analytics advice to companies who want to do business on the Web. Whether it be through effective search engine optimization and positioning, internet strategy creation, email marketing campaigns, customer profiling or web analysis consulting, Zephoria helps businesses make better decisions regarding their online investments.

In many ways, president Dan Noyes strives to help companies improve their existing web sites. One of Dan's clients is a major pharmaceutical manufacturer. They came to Dan when they realized that they didn't know if their efforts were successful, and were uncertain as to how to measure them. Dan turned to ClickTracks.

Before ClickTracks

Dan's client was driving traffic to their DTP (Direct to Physician) continuing education site through many channels: online, through appropriately placed text links, banner ads, search engine marketing and optimization and broadcast e-mails; offline through printed advertisements. What they weren't doing, however, was actively measuring the results of those efforts.

"They didn't know what was working and what wasn't. The marketers had their guesses, and I had my own guesses, but that's all they were—a hunch. Were their e-mails effective? Were their printed advertisements bringing in more or fewer qualified leads than their keyword buys? Were their banner ads getting clickthroughs or getting ignored?" Dan turned to ClickTracks to get answers to these questions, and help his client more effectively plan future marketing efforts.

After ClickTracks

Using ClickTracks, Dan easily and immediately identified a major stumbling block that caused more than 70% of site visitors to leave the site—the all-important registration page. "Right now, we're in the process of testing alternative registration scenarios, seeing which one will provide the value my client wants while keeping visitors positively interacting with the site. With each scenario we test, we review the results of the campaign using ClickTracks. While it's still a work in progress, I feel confident that using ClickTracks will help us develop a registration page that works better," said Dan.

"Additionally, using ClickTracks is allowing us to get a better handle on my client's other marketing methods. We're able to see how many people are visiting the site because of a magazine ad. We're able to see which banner ads are higher performing. We're able to see which keywords are driving traffic. While the results are still coming in, suffice it to say that ClickTracks will be integral in the process of deciding our next steps. ClickTracks is like a religion to us," said Dan. " We rarely consult our clients on site or campaign changes without first seeing what ClickTracks reveals."