Analyst at CxFocus
06 March 2006 13:29pm
Brand search and type-ins can certainly produce some spectacularly high conversion rates in the case of catalogue companies which mask the underlying conversion of people arriving via a pure-play onlyine route. 10%+ vs c2% could be the size of the difference. But the devil is in separating the two.
E-Business Consultant at Dan Barker
14 March 2006 10:49am
It depends on the purpose: If you're looking to optimise a single landing page, then look at that page's particular conversion rate. If you're looking to optimise a search campaign, look at conversion on a keyword (or at least group) level.
In terms of baselines, whether you're looking at your overall site conversion or at individual pages/campaigns, the best benchmark to go by is your own. Tracking first-time-visitor conversion & repeat visitor conversion separately (or any other major visitor segments specific to your site) can be of use to ensure that changes you make aren't positively affecting one group & losing another.
If you haven't already read it, the Eisenbergs' 'Call to Action' is a good conversion rates/optimisation book.
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