Old Xie: Network Marketing effect evaluation

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The website needs to monitor the marketing effect closely, as well as the input-output ratio, in order to choose the most effective network marketing way. No matter how you promote it, you will not be able to evaluate it. Old Xie as the pioneer of network promotion, some experience is derived from the evaluation, hope that stationmaster learn it.

1 Determine the marketing target

But the type of website is diverse, many websites do not sell products directly. Site operators need to specify measurable Web site targets according to the situation. If the site is to attract users to subscribe to e-mail, and then follow-up sales, then the user left an email address, subscribe to Electronic magazine, is the site's goal.

The site's goal may also be to attract users to fill out contact forms, or to call site operators, perhaps in some form for free samples, or for downloading white papers or product catalogs.

These site goals should have a clear goal on the Site page to achieve the logo. That is to say, once a user has reached a page, the site has been targeted. For E-commerce sites, the goal of the completion page is the payment is completed after the display of the Thank you page. e-Mail registration system, the target completion page is the user fill in the name and email, submit the form to see the confirmation page, or to thank the page. If you are filling out the online contact form, and a subscription to an electronic magazine similar to the completion of the target page is also the confirmation page after submitting the form. If you are downloading a product catalog or white paper, each time the file is downloaded, it marks a goal. You can be more accurate by establishing a marketing goal.

2 Calculate the value of the website goal

Clear the site goals, but also to calculate the site when the goal is achieved on the value of the site. If it is an E-commerce site, the calculation is very simple, the target value is the profit generated by the sale of products.

Other circumstances may require the webmaster to make the next effort to determine. If the site's goal is to attract users to subscribe to electronic magazines, then the webmaster will be based on the previous statistics, calculate the number of subscribers to the electronic magazine will become paid users? What are the average profits of these users? Assume that 5 of every 100 electronic magazine users will be users, with an average of 100 quick profits per user , then these 100 electronic magazine users will generate a profit of 500 yuan. That means that every subscriber to an electronic magazine is worth 5 yuan.

Similarly, if the site's goal is to urge users to call directly contact the webmaster, the webmaster will be recorded, how many calls will eventually be converted into sales? What is the average sales profit? Thus calculating the corresponding value of the average per call.

3 record the number of site goals reached

This part is the site traffic analysis software to play the role of the place. The above example, an E-commerce site, whenever a user comes to the payment confirmation page, the flow analysis system will record, the site goal reached once. There is a user access to the Electronic magazine subscription confirmation page or thank you page, traffic system will also record the site to achieve the target once. A user calls to contact customer service staff, customer service staff should also ask the user, how to know the phone number. If you are from a Web site, you should also make a corresponding record.

网站流量分析系统更重要的是，不仅能记录下网站目标达成的次数，还能记录这些达成网站目标的用户，是怎样来到网站的?是来自于搜索引擎?哪个搜索引擎?搜索的关键词是什么?还是来自于其他网站的链接?来自于哪个网站? Or is it from a search-bid ranking? These data are recorded by the website Traffic Analysis system and are connected to the corresponding targets produced.

4 Calculate the cost of the website goal

Calculate the target of the website to reach the cost, the easiest is to use PPC in the case of bidding rankings. At this time, the price of each click, a certain period of total clicks, the number of clicks, are in the background of the auction rankings have shown that the cost is very easy to calculate.

To other network marketing means, need to estimate according to the experience. Sometimes it's simpler, sometimes it's quite complicated. If the site traffic is from search engine optimization, then need to calculate the external SEO consultant or service costs, as well as the internal coordination of the wages of staff costs. If it is to do forum marketing, you need to calculate the cost of manpower, time and salary level, the cost of conversion.

With the above four data, it is possible to calculate the ROI of network marketing investment ROI clearly. Assume that the site bid ranking in a day spent 100 yuan, the site is the goal of direct sales. Within a day of sales reached 1000 yuan, deducting the cost of 500 yuan, gross margin of 500 yuan, then the bid ranking to promote the input produced is 5.

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